portia isaacson wright, ph.d. november 9, 1988 · comfuter-aifu.l mign report - cad/can'i...

Portia Isaacson Wright, Ph.D.

November 9, 1988Yolume 1, Number 4

The newsletter for users of publishedmarket information in the computer,telecommunications. electronics andoflice products industries.

Future Thinler is dedicated toexecutives who plan the future usingthe best information they can buy.

A FEW WORDS More reviews, more future now in Future Thinker

FEATURE REVIEW Image Communicatiotu Systems Market Requirements Serurce -CAP International

FEATURE PREVIEW TTw Yankee Sentine - The Yankee Group

FEATURE PROFILE 13 FIND/SVP, fnc.

VIEWS & REVIEWS 18

19

20

2 l

22

23

24

25

26

27

28

29

30

The CASE Exprien'ce: Annual CASE Sumq - CASE Research

Customer Senice Industry - The Ledgeway Group

IBM Systems Application Architecture - INPUT

Adscope 501 - Computer/Telecom Industry Top Advertisers - Adscope

1988 SofiuareMailezt Sumq - Sentry Market Research

STARTUP: Futding a High-Tuh Comfuny - Electronic Trend Publications

Computer fn&utry Adoertittt4r - Communications Trends

Sufurcomputer Equipmmt and Senices Usage - Newton-Evans

Softuare Futures: An Execttioe Fowm - Digitd Consulting, fnc.

RBOC Entry into Information Semices - Jupiter

Mid,range Pardllel Processhg Marlet - Technology Financial Services

AI on the Macintosh - KE Publishing

Data Applicatiorc of DAT Technalogt - Magnetic Press

THANKS! 3 l 1 0 5 Participating Market Information Publishing C ompanie s

NEXT ISSUE Curbridge Conrnrunicatiom (Mc.IidMaP) . . . COMTEC Market ArraltEis &ruices (PenoruilCorrtputers) -GartnerGroup...TleLaalNette* -ArchitatureTechnology.. . RIJCArchitatura Tmtds U Ma*et - The Information Network . . . 1988 CASE Industry Directory- CASE Consulting Group . . . 1988 Ten-Yan Fotwst - Institute for the Future . . .Tahtolry Fotuasfr'ng - Technology Futures . . . Comfuter-Aifu.l Mign Report - CAD/CAN'IPublishing . . . Etptt $nuns ina Mailfiaru Euiroutnl - KE Publishing & Schn'artzAwiats ... YewandPatallelhuatott - Inforntation Intelligent Sciences ... CorpTuh2Un- CorpTch ... MiuaoauMotwlithhlntqmt dChcaitFortast - ElectroniCast. . .Reuitable Optiel Menia - Rothchild Consultants . . .Bi{edhck Equipment Marlets - Theta. . . Tclaonnuilmtions Slrtetw and fuoim Dhutory - GaIe Rearch . . . nrore

COMING SOON Future Think Liu - Seminar - See back page.

@ 1988 by Future Think, Inc. P.O. Box 49248, Colorado Springs, CO 80919, 7191598-9000

2 @ 1988 by Future Think, Inc.

A FEW WORDS The New Fulure Thinker

We thinkyu'll like our changes.And we'll get to reoiew more of thequalit2 material that is coming ourua! now that we haoe more than105 market information publishingcompanies prooiding us withmatnialfor reaiew

We listened and we contemplated. Future Thinker #4 is differentfrom earlier issues. As a result it's a little late. Sorry, but wethink the time used re-thinking it was well spent, and you'llreceive the next issue sooner that you expect.

The new Future Thinler has more focus on the future.And it has more reviews. It also has a more consistentpresentation for most reviews and pnesents clearly delineatednegative points for each item reviewed.

MoreRev iews. . .

Future Thinker now has two kinds of reviews -

t/ FEATURE REWEI'IS are 4-6 page reviews of a company'sflagship product such as a service, a database, a surveydatabase, a multiclient study, a flagship newsletter, or yearlyr€port. We offer 2-4 FEATURE REVIEWS per issue.

r WEIUS Cd REWEWS arc one-page reviews of reporrs,databases, multiclient studies and newsletters. Each page ispacked in an easy-to-use consistent format. We always presentour opinion of the limits or negatives of the research. We offerat least 12 WEWS Cn REWEWS in each issue.

MoreFuture . . .

All articles will emphasize the market information publishingc_ompany's view of the future in its area of expertise. We presentthe future with pictures if we and they can think of away.

And More of the Same.

Have a great future!

. . .. .-4ld if you need a little inspiration, consider attendirg -or holding at your location - our new one-day seminar calledFuture Think Liu. '[Ne

promise a lively, future-thinking seminarunlike anything you've ever experienced.

At least 14 reoiewsin eary issue!

See back cooer

@ 19S8 by Future Think, Inc.

REVIEW

In the postfew montlu I'oe beenasked seonal questions such as 'Do

you know a market researchn thatpub I i s he s informat i o n o n

?' Seoaal timeshas beenfac boards or

othn tmns that could be lumpedundn image communications. Myresearch turned up CAP's ImageCommunications Seroice as theleading source Jor inJormation onJacsimile in its most expandeddefinition

Image Communications - thetransmission of bit-mapped pageimages or oideo images - thetransmission oJ information from thesendn's papr document input to thereceiaer's papn document output.The image on the paptr istransmitted as a graphicalrepresentation of 4,ped c haracttrs,hand- writing, p ho tograp hs,drawings or an! othn informationmedia that is capable of beingrepresented on a page by thegraphical resolution, typ;cally200x100 dots pn inch. The imageis communicated oon publictelephone lines, prioate nelworks,local area networks, or an!combination thneof. The imagema! net)tr be in papn form - itmay be transmitted directfu from thecomputer where it was cteatedthrough the network to the receioingdeaice which may print it or maysimpl2 store it for latn use, oiewingat a computcr for latn printing.The most commonform of imagecommunications deoices arefacsimile machines

I moge Communicdfions SysfemsMorke| Requiremenfs ServiceCAP Inlernolionql, Inc.

In case you didn't know it, fax is hot. Not just facsimilemachines, although hot they are - ask any oflice productsdealer. But fax boards for personal computers and value-addedimage communications networks and facsimile applications andimage transmission on local-area networks and . . .

But let's start at the beginning with a litde backgroundbased on the material in the six gigantic binders it *y oflicefrom CAP International's Image Communications SlstnnsMarket Requirmtents Snoice. Then we'll look at the features ofthe service itself, who uses it and why. But take it from me -it's the encyclopedia of image communications markets,technologies, products, competitors, and forecasts.

fmage Communications -Wha"t It Is and Where lt's Going

Facsimile machines are single-use solutions to the genera.lproblem of sending and receiving graphical images. Fax, as wecall it, is now commonplace in business. Prices are droppingdramatically, technology is changing rapidly and the myriadways to package functionality are being tried as fast as productscan be announced, shipped and superseded by the next round.It's that phase in the development of a market where a marketresearch comp:rny - in this case CAP International - plays acritical role in fusing ideas and directions.

Growth ln lmage Transmissions - U.S.Sourcel CAP Internat ional - 617/902-95OO

4 O 1988 by Future Think, Inc.

In those billions 0f pages are ordns,letttrs, messages that utre once sentby Telex, photos, articles,home wor k, produc t announctment s,resumes, inttoices, budgets, mtmos,and. . .

The netuork itself may be an1 Qpe:public telephone, LANs, prioatenelworks or an! mix. Images maybe cononted to facsimile stattdardJrom paper bl "fro machines orscanners. Stored images fromcomputer applications or optical diskfiles are conotrted b1t the computn.Once inJacsimile standardform theimage is transmitted as a bit streamthrough the network. Thefacsimileimage data mal be enoeloped in aLAN protocol or conoerted with amodmt for transmission on telephonelines. In an! case, the image isreceiaed and decodedfirst at thecommunications leoel, then as agraphics image. It can then bepinted by afacsimile machine, by acomputtr and printn, or it can bestored

CAP Intrnational's forecasts dresegmented blt geographic area(U.5., European and worldwide)fut opaating enoironment (hub,cluster, slandalone and pnsonal)and U application (dedicatedfax,multi-use fax, and multi-usecomputr-based). CAPInternational started trackingprsonal fac as a separate segmentthis year. The Jorecasts for allsegments wtre recently reoisedupward, Hot issues according toJunilh Pirani, CAP's SeniorMarket Analyst, - lowtr-cost,plain-papn fiu; the pnsonal fiumarket with its affect onfardistribution; and, lhe pnsonalcomputer's expansion of imagetransmission to faxlns far

In 1988 CAP International expects over 5 billion images tobe transmitted by facsimile and related technologies worldwide.CAP International expects this number will triple to over 15billion in 1991. That's a lot of equipment and transmissionutilization (see below).

Although most images originate from paper fed into afacsimile machine and are received by paper spewed from thefacsimile machine on the receiving end, image networks arebecoming.less homogeneous as long as the layers.of standards fortransmission protocols and image encoding are observed.

lmage NetworkSourcs: OAP lnternatlonal - A17/962-S500

Oplic.l Di.k {lb.re.

U.S. lmage Gommunications Revenue ForecastSource: CAP lnternational - A17 /962-960,0

$ Mi l l ions

roooo

8000

oooo

aooo

2000

o1988 1989 1990

I rranenlolon N\Nl Herdwarc

O 1988 by Future Think, Inc.

Fax Futures

The motiaationforfac boards isn'tjust non-duplication of scannns artd,printns between facsimile machinesand pnsonal computns. Moreimportant is the enhancedfunctionality I hat neating, storingand manipulating images before artd,after trarwnission can otfn in someapplicationr. Maybe applicationsthat we're just beginning to glimpsenow that the technologlt is in place.CAP Intnnational can talkyour legoff on this subject

CAP Intrnational belieoes thateaentually fac boards will be at least13.5% of the marketfor imagec ommuni c atio ns har dw ar e

U.S. Growth in Units Shipped - Fax aM Fax BoardsSourcei CAP Inl€rnatlonsl - 617/962-9500

Thousands of Unlts2000

I 750

r600

1 250

1000

750

600

250

o

Fac has just begun. Thefirst waoeof base technologlt is in place.Coming doun the pike is PC-basedimage communications, ISDN, andoalue- added image network.Clearly, imaging has only justbegun

Besides computer-based fa:< applications, value-addednetworks for image transmission are around the corner.According to CAP International, we ctrn expect to see networkservices offering value-added services to attract the lucrative faxtransmission market such as store and forward services, OCRconversion, E-Mail to fax, image-based EDI, centrex imageservices, and image databases.

Hot New Market - FaxlModem BoardsSourcei CAP Iniernational - 0i7/982-9600

LASERCOMPUTER/FAXMODEM BOARD

PRINTER

@ 1988 by Future Think, Inc.

The Image C ommunicationsSnoice was a natural

There are oon 80 subsribns to theU.S. and European ImageCommunications Snoices. Mostare facsimile machine manufacturnssuch as Ricoh, Canon, and Sharp.Infact, 90% oJ the uorldwidefacsimile machine reoenue isattributable to subsctibns. Othngroup s are te le c ommuni c at i o nstr ansmis sion and equipmentcompanies such as RBOCs. Theinoeasing intnest from computncompanies, bo ard manuJaclurns,LAN companies and softwarecompanies reflects the broadening ofimage communic ations Jrom itss i ngl e -func t i o n fac s imi I e ro o t s

Donald Ryan manages the ImageC ommuni c at i o ns S1 s t tmsSnoice as well as seonal otherrelated seroices. Donald joinedCAP Intnnational in 1986 to startthe Image CommunicationsSnoice. Haoing comeJrom FednalExpress's gigantic, but ear[t, forayintoJax called ZAP Mail, he couldnot haoe been more qualified.Jun;th Pirani is the kel anaQstforthe Image CommunicationsSystcms Seroice. She beeameintnested in market research whenshe was an MBA stud,ent. hior tothe Image CommunicalionsSystnns Snoice she had beenengaged in other market research intelecommunications and fficepoducts

The Source - CAP's Service

CAP International's Image Communications Systnns Snoice wasstarted by duplicating the strategly of its other successes in annualplanning senrices - pick a very narrow focus very early in themarket development cycle and serve it with depth and breadth.From Non-impact hintas, CAP International's next service wasColor hintns followed b2 Computn Publishing Slstnns. Thencame Hard-npy Supplies among others.

lmage Communications Service SubscribersSourc€i CAP lntornatlonal - A17/982-9600

FacslmlleMachine

Manufacturers

IMAGE @MMUNICATIONSSVSTEMS

MARKET REOT.,IREMENTS

SERVICE

The People Behind the Service

O 19S8 by Future Think, Inc.

The basics are unll cooerd. Forecastscotuider number of bus&vssesrfatptArution, telQhonc lincs, tratumirsrans,and p.ges offat smt. T'lwy are basd onocndor intenietos, impn figures, etd-usersumqv and etprt opinion

A nice un! to kt4thc subscriber aunre ofthe ana$rct's latut thinking

Excellent, daailed qtnlitatioe informat ion.

Occasional distribution clnnnel ana\tsesand street price trackbtg

This co4ference is tlw pkce to be. Next oneis plannedJor Apil I 2- I 4, 1988.EuroJax '88 uns just held

CAP Intnnational's relat;oes are afascinating group. Included areNYNEX, BIS Mackintosh, Datekand Ins titute for GraphicsCommunications

Service Scope, Features and PriceThe Image Communications Systems Service is offered tosubscribers on an :rnnual subscription basis. The $13,500($6,000 for second copies to the same company) annual feeincludes one of each of the following:

rz Volume I - market segmentation and forecasts, strategicoverview of major competitont, and overview of technologiesused in facsimile products. Initial binder contents plus updatesthroughout the year. The market forecast section was justupdated. All forecasts werc revised upward. Personal fax wasadded as a separate segment.

z Volume II - product specifications. Initial binder contentsplus updates throughout the year.

rz Volume III - copies of presentations given by CAPInternational. Initid binder contents plus updates throughorrtthe year.

z End-User Research Binder - results of the latest annualsurvey of 150 individuals who make facsimile buying decisionsrepresenting business establishments with 50 or moreemployees, mosdy larger companies.

/ Newsletter Binders - Back issues for 19B6, 1987 and 1988 plus2-3 issues per month. Pragmatic, well-written and usefrrlinformation. Excellent and timely analysis pieces in addition to

Facsimilc and Inage Communicatiorc Confermce - In April1987 there wer€ a dozen exhibitors, 32 speakers representing allindustry segments, and over 200 attendees r€Presenting who'swho in office products and telecommunications with asprinkling of others including a few computer companies,software companies, supply manufactur€rs and distributioncompanies. The packed conference binder contains copies ofall spealers' slides. An excellent resource, given that thespeakers were high-level executives from leading companies.Client Briefing - A one-day briefing customized for the client.Inquiry Service - provides personal service and interaction forthe client including small projects and written reports.

The Future

This year CAP International launched the European counterpaftto the Image Communicatioru Systmts Snoice. This launch wasfacilitated by CAP's role as a member of the BIS Group ofcompanies with includes BIS Mackintosh. a leading Europeanreseanch firm.

InJanuary 1989 CAP fnternational will start deliveringt}ne Value-Added Networks Sroice. Sounds Iike a winner to me.

For Additional fnformation about ImaseCommunications Systems Market Reqfiirements ServiContact:

CAP International, Inc.One Longrrrater CircleNorwell, Massachusetts 02061

617/982-9500 Fax: 6L71878-6650

@ 1988 by Future Think, Inc.

PREVIEW {

In spite of m1 southwesttrn roots,I'd heard of Yankee ingenuitltz.Now we haoe Yankee snaice - asa result of Yankee ingenuity, nodnubt. InJuly The Yankee Groupstarted positioning its multiplesnoice subsaibers as clients of TheYankee Snoice. Exactly whatThe Yankee Snoice is, is stillbeing expanded. Butihe goal issimple and important - to be surethe snaice is in The Snoice

Tfufirct Yanlue Group senice furchased$t a client comfunlt costs 516,0(M (exceptt he M andacturing Aut omat bnPlanning Sentice (MAPS) uhich is$19,500). Second and subsequent seroicesoJa dffirent title gpically cost $12,000.AII semices include tun sets of materkls.Additional sets oJmaterials or completesenice interfaces includhg inquiryprhtileges and conferetlcufor the satne or ad!fferent dioision of the compny areaoaikble at signifrcantly louxr prices

The Yankee Seraice is beingcreated as an umbrella to prooideinneased snoices Jor Yankee clientswho subsnibe to multiple snoices- QpicalQ more than three - andwho usually also make substantialuse of Yankee's consulting stroices.About l/3 of Yankee's ooa 425snaice subsniptions aretrom thesecompanies - now called YankeeSnaice clients. Oan fiJtycompanies repesen$i{ 6oth usnsartd oendors, many of thaninternational, haoe been singled outfor oryt special Yankee treatment

The Ygnkee Seryico --The Yqnkee Group

In 1970 Howard Anderson started The Yankee Group as aconsulting business. The first planning service wasC ommunications/Information Systtnts (C IS) introduced in 1 9 7 B.Today Yankee's planning services span telecommunications,computers and consumer technology. Yankee Group clients arecomposed of half lalge end users of technology and halftechnology vendors - a nice mix for communication amongusers and vendors, without overemphasizing the needs of onegrolp over another. Seminars and consulting at Yankee are stillan important part of its business. In fact, consulting as apercentage is on the increase, especially with its large accounts -one of several factors that precipitated the creation of The YankeeSnaice. Before we explore The Yankee Snoice let's reviewYankee's basic services.

Yankee Group Continuous Services -- Fall 19BB

Service First Year

CB - I4formatbn SystenuC$ - Distributed SystcttuCIS - Analyis: DECC$ - Communbatiorc Systems and SemicesC$ - Data ComrnunbatiotuM an4farturing Aut omat ionAptical Disk SystenuCotuumer and, TechrclogtSmall Business

r978197919871978198319841985198319BB

The Yankee Service is an Umbrella Service for Clients that areMultiple Service Subscribers and Usually Consulting Clients.

The Yankee Service

@ 198S by Future Think, Inc.

Topies dre praantly being selectdfor 19Bge.g, Neu Tools k ApplicationDeoeloptnent : CASE, H igh-pcrformanee Global Naunrk, fBM'sNeu Strategb Weapn: SAA, Unix1989: A Promise KeptDECnet k Percpntioc, Sumioing tlleTechnologt Accelerator, An!fuiallyIntelligent and, Nanral Naunrls

The Yanlta Watch, Yanlcu IngenuiSt,Yankec C o n oe1n r for manqfaa u ring a n dYanlcce Vis ion for c otuumer

Banking Fotzm - Noom$er 77,Ghbal Netunrking - Decm$er 15-16,C ompd er f nt eg rat ed, M anufac turing,IBM Strutegie Dhection - March,EDI -June

The Yankee Snoice features ahigher and more intense leoel ofrelationship. It npplments themiddle managtTnent rel ations hi pbetween Yankee Group and the clientuith upp€r managnnsnt inlnactionon broad client concnns - anintraction that may be morc globalthan a single poduct line or a singledepartment, more strategic, andpnhaps in the long run, moreimportant

But first, more detail about what a subscriber to any oneof the nine basic planning services receives. A subscription is forone year, starting from client sign-up, and includes:

rz Starter material - about three months' back material selecteddepending on the specific client need (2 sets).

z Reports - The number varies but usually there are four persubscription year (2 sets). Each report is about 80 pages,perfect bound with the well-known red Yankee Group cover.Report topics are selected in the fall by a vote of thesubscribers, Reports ciulnot be substituted across services.

z White Papers - White papers are brief reports (20 pages) on aspecial topic selected by Yankee because of its importance tosubscribers. Each scrvice produces 3-4 per year.

/ Newsletters - Each service includes several copies of anewsletter subscription mailed directly to the interested

Frenons. The number, within rier*on, depends on the needs ofthe client.

/ Conferences - 2-4 conference tickets are provided with eachservice. The tickets can be used to attend any of the 14 YankeeGroup confetrnces and peer fomms.

z Inquiry Service - Unlimited inquiry privileges arc providedfor the group purchasing the seryic9. Inquiries may,l,ithin - -reason, require more than casual effort and cover topics outsidethe scope ofthe purchased services.

Many Yankee Group clients punchase more than oneservice. The goal of The Yankee Snoice is to identify these asspecial clients. To provide them with that extra amount ofservice and effort. To jump a little higher when they call.

The Yankee Service Matches Yankee Group Analysts andManagement with the Appropriate Client Company Staff

Yankee Service

Sourc€: The Yankse GrouD

10 O 19S8 by Future Think, Inc.

The Yankee Group spends lessenergy gathering numbrs about thepresent artd, is more focused on thefuture than manlt researchcompanias. One might say thatYankee sells aision - two-to-fioe

year strategic targets continuaQtsltnthesized from obsraed tacticalmansuo ers and countnmetsurrs

Howard describes how the YankeeGroup oision offuture computer artdtelecommunications applications andtechnologt is continualQ eooloed anddetailed uith tactico! recommenda-tions consistent with the targetfuture

Yankee Group Vision - A Sampler

The Yankee Group prositions itself as doing analysis, but notcrunching numbers.' Yankee starts with an hypothesis that themarket is moving in a certain direction and then goes out toprove it, to communicate it, to persuade clients of its correctness,and to recommend vendor and user tactics and strategiesconsistent with the hypothesis. Thus, The Yankee Groupparticipates in the creation of its future of choice rather than justpredicting and observing it. It is a future, believed by Yankee,to be the best for the most. Heisenberg would be pnoud.

'We want thc usns to do uhat's bestfor thcm. We want theoendors to ma.ke the systnts that the uscrs want. We don't wantthe usns building black holes and we don't want the oendorsbuilding silly products. Wc desnibc a oision and we work as wecan uith 0u/ userc and oendors to build that oision.'

- Howard Anderson, hesidentThe Yankee Group

Yankee's vision is derived from its belief that ultimatelyuser needs are king - that eventually, due to competitivepressunes and market forces - technology will provide whatmakes the most sense for the most usen; voting with their dollars.Yankee's goal is to e:rse and speed this process, minimizing themistakes for both users and vendors along the road to the future.

Yankee Group tells users what is best for them from itsknowledge of what is possible. Yankee tells vendors what theusers want, making the translation from diverse user applicationsin different industries to common technological requirementsthat vendors understand.

Le t ' s t akea look . . .

The State of Manufacturing AutomationSourcsi Ths Yankse Oroup - 61?/367-1000

Year End 1986 Year End 1988 Year End 1990V* n tt procsr of lmpl.nontlng fclly Int g?{.d pLnt .ulmrtlon

ffi xer lrlJrd! ot ruiom.llon, lltlL lnlogtrllon

E lmptomrnrtng tlr.l pl.nt utoil.llon Drol.cl.N Condderlng plrnt 0toil.llm

NI

Oth.tUno.?ltln

This data is from Yankee's suroe!of U.S. Industrial sites (573Respondents from a sample oJ1800) conducted as part of theM anufac t ur i ng A u t o m a t i o nPlanning Snoice - a snoice ofdistinction (Daoe Mack's words,although I wish I hod said il). Ithos been mentioned oerlt positioelyssotral times in ryt polls

11 @ 198S by Future Think, Inc.

This Yankee Group Jorecast tromIBM's New Strategic Weapon:SAA published inJune 1988,shows software and snoices growingto nearly 50% of IBM's reoenue by)1992. Howeon, a more importanthltpothesis in the report is that IBIvIoiews softuare as kclt to its accountcontrol philosuphl. Yankees belieoesIBM plans to impbment itssoftware strategy fu utilizing one ofits most important ossets: the abilityto set prices and defacto standards

Yankee Group desctibed its beliefthat computing sltstcrns are eooloinginto a topologlt it calls spoke, nodeand, ring (,SNA) in a recent whitepapr Suroioing the TechnologyAccelcrator. The central nodcstores sensitioe corporate datarequired for reporting and fiduciarltpurposes. Spokes between thecentral node and, the middlemanagmtent ringfiltn and controlaccess to information. The middlemanagmunt ring allows pen-to-pecrcomrnunication. Productioig nodesat the end of the chain prooide theusn with tools for specificapplications

In a recent report, Mega-Bandwidth Network, YankeeGroup delineates the complex marketand technological enoironment inwhich massioe network haoe andwill continue to eaoloe

IBM Software and Serviceg Revenue 1986-1992Sourcs: Thg Yanl@s OrouD - A17/367-1000

1987 t988 1089 rO90 19gr

l--.l Softwarc t garvbc. N Hardwerc

$ Bi l l lons

Evolution of Mega-Bandwidth NetworksSourc6: Ths Yank€€ Group - 617/367-1000

Erpand,ed u.c ol Intarrctlvavldco conterrrElng

lSoN ServlooaExpanded u3c ol tcloconforenalngExpanded ua€ ol lmag€ ttenlmbrlon

Flb6r Interteco alandard.ISDN gtendarda

Mergar of \rolco tftl deta nrtmrk managomentNew ganGrrtlon of fealat prckat awltchea

Nou gr€rFratlon of lnt€9rat6d clrcult/packat awltcheaNe€d lot farler, notc lunctlonal awltchaa

Functlonallty of prlvaL n€tmrkt out-pec€ publlc notrotkaSnraller n€tworka conaolldate to lergct rEtrcrkt

T1 end Tg mNrkot.t 4OA growthOl!€otlture

Low --r Hlgh bandwldth blckbonaaCerrlor-controllod notrcrkr --t Uaer-controllod netrcrkaHardwero auilrchaa --t goftwlrc awltchca

Analog --r Dlgltal .€rvlcoroepondorEo on AT t T

1980 1990

r2 @ 1938 by Future Think, Inc.

A a isio nary communic ator frequent[tswitches contexts between the presentand thefuture of his or hr beliefsard, desires. These context switchesare so frequent that the pesent andfuture mffges in the minds of theoisionarlt and the listenn. It is thusthat the aisionary builds a bridgebetween the present and the future,that othtrs can cross, atfirstconceptually, then infact. Aoisionary prson can paint such adetailed picture of thefuture that alistener ma! not be able to tell thediffnence between the desired futureand what exists today. So it is withThe Yankee Snaice

Howard Anderson sees Yankee'sfuture product lines along three oxes:technologlt, otrtical markets orindustry segments, anl functionsaffuss industries such as sales artdmarketing. Yankee will continue toemphasize what's hotJor its oendorand, usn clients, odding anddropping seroices and areas ofemphasis as needed

One thing is for sure - YankeeGroup nean sits still for long

Yankee Group, I'm gladyou're ltou- rou are a decidedly fun compan1to uatch

Yankee Group also has offius inLondon, Toklto, and Sldney

The Yankee Vision of The Yankee Service

The Yankec Snoice is a vision created in response to Yankee'schanging market and competitive pressures. ft's a vision thatbuilds on Yankee Group's strengths. It's Yankee's recognitionthat what it does best is serve a limited, but solid, number ofclients with intense involvement, rather than attempting to servethe masses. The Yankee Seroice, the focal point for this strateg'y,is now being detailed and implemented.

Yankee has started to measure individual analvsts'performance against goals to be proactive with assigned clients.Each analyst is asked to call his or her clients at least once amonth with something of special interest. All analysts, includingtop oflicers, have assigned clients: Howard Anderson, President;Rob Howie, V.P. Finance and Administration (created theManufacturing Automation Planning Snoice); Dave Mack, V.P.Sales & Marketing; and Berge Ayvazian, V.P. Research. CoreyGreen monitors customer satisfaction by calling clients andencouraging clients to call with complaints or requests. Analystsmeeting their goals are recognized at a monthly luncheon.

The Yankee Saoice clients are being encouraged to arrangemanagement briefings. Yankee's top people present thesebriefrngs at the client's location at nominal cost.

Yankee's May reoqganization of its three divisions intoone research group, and one sales and marketing group, givesclients better access to all Yankee expertise and makes moreefficient use of resources. It also positions Yankee for expansionof its expertise across all its technology services into verticalmarkets such as manufacturing, where it is so well-regarded andhas been so successful. For example, banking might be servedby suggesting to banks which of Yankee's technology services areneeded, producing special white papers for banks, holdingpapers for banks,

rtifying a Yankeeconferences on banking, and identifying a Yankee person(formerly CIO & Sr. V.P. of a major bank) as the interface forbanks and vendors interested in the banking market.

We can expect to see other creative ways of serving itsspecial clients evolve as part of The Yankee Snoice.

For Additional fnformation aboutThe Yankee Service Contact:

The Yankee Group200 Ponland StreetBoston, MA 02114

6t71367-L000 Fax:6171367-5760

1. PREVIEW - Not a REWEW or a PROFIL,E - more a PREVIEW.3. The cleve4qgss of those a long way north and east of me. Yanks

fngenuity"" is a Yankee Group newsletter and trademark.3. That's not to say Yankee Group never does numbers. We frequently see

forecasts based on estimates and insights. Yankee has also been known todo an occassional survey (about adoznn per year) such as the recent surveyof 1,800 industrial sites (573 respondents) as a part of the Mant4facturingAutomatioa Sntbe - I have studied the results and the methodology.Outstanding.

r3 @ 19BB by Future Think, Inc.

PROFILE

In a 32,000 square-footfacility inNew York are 75 informationconsultants with 12,000 subjectfiles, 1 1,000 companlt files, cunentand back issues of 2,000 paiodicalsand j ournals, thousands of refnenceworks, 10Ks and SECfilings,annual reports (both U.S. andJweign), telephone booksJor eanlmqior citlt anl tons of gooanmentcensus data. These sbecialists haaebeen trained to access oon 1,200cnmput ff datab as es co s t - elfec tio e ly.The

'enoironment is rnniniscent of a

grod,uate school, with researchnsrunning hne and thne lookingforansutrs to that day'sfascinatingmix of questions. FIND/SVP hasaffiliates in 24 othn countries

FINDTSVP, Inc.

I put down the phone and stared at the paper in front of me.Michael Shor, FIND/SVP's Director of Marketing, had justgiven me my Information Card number and agreed to pick upthe tab for a couple of weeks. ft wasn't quite like a two-week, nobills shopping spree at Neiman Marcus - but close.

I'm sure you information lovers understand. As theT-shirt that Andrew Garvin, FIND/SVP's President, sent me afew weeks ago says: 'I'm an InfoManiac.'

Information Dreams Come True

Imagine being able to call expert information consultants in anenorrnous library packed with business information andterminals to external databases, to ask any questions you wishthat can be answered in a couple of hours of searching. You caneven get copies of the articles that FIND finds. For this servicethe typical FIND/SVP client pays a retainer of $500 per month- which increases or decreases as new usage levels areestablished. The answer to a typical question costs $100 plusout-of-pocket expenses like copying, copyright fees, connect-timeand air-courier services. Reasonable. But for the next twoweeks I would pay nothing - zip - for my incredible trip intothis real-world information fantasy land. My risk, of course, wasthat after experiencing it, I wouldn't be able to live without it . .. . Oh well, Couldn't be worse than my Neiman's bill.

FIND/SVP's Informollon Cenler

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t4 @ 1988 by Future Think, Inc.

You might ask this group a qwstion aboutdircct mnrkting of clcctronics lo thcconsunur

In this group, Daaid Gocssling andJohnNawojchik would handlc most qucstions oJinlcrcst to Future Thinlcer rcadtrs

This group night bc inaolaed in a qutstionabout marluting computrls or rclatcdprodrcts, to hnltluarc busitusscs.

C'c t 2 o ur f irnnc i al and c c on uni cinformation hcrc

Nad biographical i4formation on tluprcidatt of tlu company who is your hotntw prospcct? That's tlu Central SearchGroup

C,ctyour 1OKs hcrc

O t ganization for I nform ation

Scattered among the stacks are the cubicles of 75 informationconsultants whose daily fare is answering questions forbusinesses. FIND/SVP's information consultants are in one ofsix groups:

o The Coneumer Group handles questions on consumer productsand senices, including cosmetics, toiletries, food, apparel andhome furnishings, agriculture, and marketing to the consumer.

o The Indurtrial Technical Group coven computer:s, electronics,telecommunications, enerefy, chemicals, plastics, paper, metal,transportation, materials handling, engineering, andconstructron.

o The Healthcare Group coven healthcare products and services,healthcare businesses, pharmaceuticals, medical and diagnosticequipment, health r€sources, and clinical information.

o The Busineee/Company/Finance Group provides informationon specific companies (no credit reports) plus financial serwices,insurance, real estate, marnagement methods, trade andinternational afiairs and economic trends.

The Centrd Search Group covenr biographical information,demographic data, education, politics, the arts, theater,publishing and other subjects not specifically monitored by theother groups. The group also locates videos, theater tickets,product samples, catalogs and price lists and objects for use asProPs.

The Document Services Group locates and obtains books,photographs, government Feports and other documents, makesphotocopies of the full text of articles, patents, proceedings andSEC documents (such as l0Ks, proxies), and obtains originalsor copies ofcorporate annual reports.

Recent Hot Topics

FIND/SVP ansuers 7,000questiotts ptr month as a palt of its@i"k ldormatbn Seruice.Patterns do nnerge. ADWEEK'sMarketing Week publishes amonthl! Iist of FIND/SVP's 20hottest topics. I haoe random[tpresented some of FIND/SVP'smonthl! hot topics in this figure.Although FIND/SVP may identilya quest;on, it nean identifies thecompan! asking the question. IJthne is a risk of figuring out thecompan!, eo6n the question isdisguised

Selected FIND/SVP Hottest Topics

Facsimlle Electronlc couponlngDay-care centera

EDI AIDS treatmenteMen's tolletrles

New Age publlshlng Ethylene shortag€

BatterlesAslans ln Amerlca Facelmlle

Teleshopplng

Orcne depletlon

Froan yogurt

Electronlc couponlng

Prlntlng Industry

Magazlne publishlng o|lw oll market

Nw supermarket technologles Materlale ior mlcrochips

Flber-optlc market Economlc unlflcatlon of EuropeCar-rental Industry Oreenhouse ettect


10%-15% of FIND/SVP'sbusiness is related to computers,te lecommunications and electronics

Tlu Industrinl Technical Grouphcadtd by Susan Edtnnnds handlcd tluscqutstions. Daui"d Gocsslhry is rcsponsiblcfor most qutstions about computers,lelccommanicalions and clcctronics. Thcqutslions shoun herc wcrc all answcrcd inaboul an hour. Frcqumtly Daaid lvtowsilu awwcr, or knows cxactly whcrc to look.If not, tlu typical approach is to scarch acontQutcr dntabasc, look in FIND's ownlibraryfor magazinc or ncwspapcr articles,or to call an cxput on thc subjcct. Answcrsarc proaidcd on thc tclcphone and throughcopics of afcw articlcsJrom busincss andtradr publicatims. Cop2ightfus arc paidthrough thc Cop2ight Clcarantc Cantcr.FIND docs not kcp marlut rcscarch studicsfrom othcr cornpanics in its library, so suchnabial is not prouidtd to its clints.Howcacr, articlcs copicd frcqtmtly discussdnnfrom marlect rcscarch companics, andFIND docs rcfer climx to marlvt rcscarchcompanics qftzr;t has dturmiud that tluconpan) has tlu rcquircd informalion.Swutimcs FIND is askcd lo purchasc astudyfor a climt. . . or pcrhaps thc clicnt'sncxl call is to thc marlvt rcscarch cunpan!

One of FIND's Extra SpecialOperators ansuers the phone,onifies the Information Numba andasi,s the genaal subject in ordn todirect the call to the right group.Then the Information Coruultanthelps clarify the question and askswhy the information is needed -not to learnlour senets - but toprooide you with the best possibleinformation at the least cost. Theresearcher also asks whatinformationyou already haae innrder t0 not duplicate llur wnrk andto start whtre you kft olf

Some recent questions related to computers,telecommunications, electronics and office products

FIND/SVP's Industrial Technical Group handles rnost Qu;ckInfornation Sentice questions related to computers,telecommunication and electronics. Some necent questions were:

rz New techniques for marketing and retailing of home officeequipment, e.g. facsimile machines, personal copiers, PC's.

/ Growth in markets for mobile communications equipment andservices, e.g. portable and mobile cellular phones, pagers.

rz What are the channels of distribution for telecommunicationsequipment sold to businesses?

t What is the size of the market for color copiers, and what is thetarget market for this equipment?

/ }Jow ar€ private integrated voice/data networks used fordedicated applications, e. g. customer service?

r What arc the prospects for home/consumer use of onlineinformation services?

/ Arc there any surveys of consumer resPonse to interactive voiceprocessing systems for customer service?

/ Which U.S. companies have developed aluminium nitridesubstrates for electronic circuits?

What CASE Tools are available for IBM PCs?

How arc the roles of MIS and Telecom Managers changing?

FIND's Quick lryformation Seruice

The Quiek lgformation Sentice provides:urswers under a monthlyretainer. Ifere's how one gets iln answer.

dllr to bll you- Yhrt ma dlnd

lnlorDatlon Conaultaniclaritlsa querlion. gata

background. and roreca ondaadllna and how anrwlr la

to b. eiwn(phone. mail, frr, otc.l


FIND/SVP's public otfning wasin late 1986. In 1987 FIND usedpart of the IPO poceeds to mooe toits new 3 2, 000 square-Joot facilityand expand its infnrmation centn inanticipation of business growth.FIND's moae and, peparationforgrowth accountedfor its net loss of8946K in 1987. Thefirst half of1988 shows 257o reoenue growthooer the sama pniod in 1987. Thecompany is approaching its goal oJreturn to prorttubil;U - its loss inthefirst half of 1988 was fi40Kcompared to $597K in 1987. Iwould bet on the nert quartr . . .

65% of FIND/SVP's business isthe Quick Idormatian Seruicewhich allows Information Cardholdns access to FIND'sInformation Consul tants undnretainn contracls. 237o ofFIND's business is Jrom itsI4formatbn Catalog which ismailed to 100,000 etceeutioes e06r!two months. The market researchstudies offned in the l4formationCatalog arefrom FIND, PackagedFaets, which is FIND's marketresearch report publishingsubsidiary, and other companies.The othn 12% of FIND's businessis the Strategic Research Dioisionwhich, for a quoted fee, doesresearch that cannot be ansunedunder the @i"k InformatinnSentice retainn fee

FIND/SVP - The Business

FIND/SVP was founded by Andrew Garvin and KattrleenBingham in 1969. The company is based upon a Frenchinformation retrieval company called SVP (for s'il aous plait -translates "please') which Andrew Garvin had discovered in the'60s while working in Paris as a reporter for Neusueek.

In 1987 FIND/SVP's r€venue was nearly $10 million.FIND's clients number 1,300 with about 8,000 fnformationCard holders. FIND answers over 7,000 questions per month.Today FIND's has 120 employees - 75 of which areInformation Consultants (researchers).

$ Mi l l ions

FIND/SVP'S Financial HistorySourc€: FIND,/SVP 2nd Oua,t€r 1OO

/,(?.8E ReYcnuc-,-+,It Second Slx Month.

la Same AtFlnt Slx t'lonth.

1983 1984 1980 t9B6 r iaz r iaa(6 nonlh.)

N\N operattng F€wnu€ I Nct hcome

$ M i l t i ons

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Qulcklnformation

ServiceQulck

InformationService

FIND/SVP's Product MixSourcer FIND/SVP 2nd Ouartor 1OQ

0

5

a

3

2

1

0

r7 @ 1988 by Future Think, Inc.

o

The world isfull of information -that's the problm. Thne is somuch information aoaitable for theusing - tf onb one couldfird justthe right magazine article orrefnence book at the right time. Butthe answtr to any particularquestion, eoen a basic question,outside of one's expertise is likesearchingJor that old needle. Whohas the time? Who has all thepublications that might be needed?Who knows how to search all thosedilferent databases? I don't. AndprobabQyu don't. But FIND'sstaff does. Thel desnae their titlesoJ Information Consultants - theyare expert onfinding an! o,nswcrthat has been published, and eithnprooiding jou with copies of thematerial or tellingyu hou toacquire t he informatio n

Thanks, FIND/SVP. My net -it's not so much that giganticwarehouse of information that makesyou great (although it is necessary),it's those people2ou haoe on theother end ofmy telephone - bright,intrigued futm1 questions, and realsleuths when it comes to findinganswSls

My FIND/SVP Experiences

I had the opportunity to ask anything I wanted -

The business of newspaper columns for writers?I've designed a newspaper column called Future Think - a wittylook into the future of technology featuring an intuitivelyappealing illustration with brief, tutorial, and entertaining textthat focuses on the business importance of the subject. As anewspaper columnist I see myself as a concoction of ErmaBombeck, Isaac Asimov, Louis Rukeyser and Gary Larson.

But I didn't have the foggiest notion of how to go aboutsyndicating a newspaper column. I gave my question to BruceWarr, a Senior Information Specialist at FIND. We agreed thattwo days later he would call me to tell me what he had found andthen air-express copies of the articles to me. . . . We did notconnect on the phone, but the package arrived - four articlesthat made me an expert on getting syndicated.

Computer magazines in other countries?I need some international publicity for Future Thinker, solasked FIND for a list of publications in other countries. LisaGale, FIND's Manager of Central Search, discouraged me,saying that unless FIND could find the information in a singlesource, the chunk from my retainer required to contact FIND'safliliates in other countries would be hefty. Two days later whenshe called back, she was exuberant. She had uncovered an oldcopy of a Communication Trends report called ComputerPublishers and Publications: an fnternatianal Directory andYearbook. Lisa described it to me in detail and recommended Ibuy the new edition. She had even contacted Dan McCarthy atCommunication Trends to get details on the directory before shecalled me. Dan agreed to a review next month.

International Data Corporation?I could use some profile articles on IDC - a good test for FINDsince IDC isn't known for talking about itself very much lately.Result - 3 articles in 1984-85 and several Boston Globe briefsabout necent brief IDC Presidents.

Board game authoring?I've beCn brewing a boand game for years and now I think I'vegot it. I asked FIND to find articles telling me how to contactboard g:rme publishers. I get the articles tomorrow - Yippee!

For Additional Information about FIND/SVPContact:

FIND/SVP, Inc.625 Avenue of the AmericasNew York, N.Y. 10011

2L2/645-4500 Fax:212/6+5-7681

18 @ tggA by Future Think, Inc.

VIEW & REVIEW The CASE Experience:Annuol CASE SurveyCASE Reseqrch

A Viewof the Future -

'The goal oJ this report was toprooide a boseline study to broodlycharactcrize the CASE' marketplacewhile still in its earlt stages.'

- Gog Boone, President,CASE Research

'Tmific job!"- Portia

This chart shows the phases ofs oftw ar e dea e lo pmenl b eingsupported by CASE tools in use b1tthe suraey respondents

According to this report the state ofCASE is - a promising but earlymarket with about 5% marketpenetration, consnoatiae purchasingplans, mostfi expnimentalinstallations, and low preparednessfor the more rigorous CASEenaironment

For: CASE users and would-be users, CASE vendors,computer vendors,programming toolsvendors

Authors: Gog BooneVaughan Merlyn

What: Annual Survey ReportPages: 192 Exhibits: 124Date: 6/1988 Price: $150

Functions Supported By GASE ToolSourcor CASE Bss€arch Corpdailon - 2061459-9000

S Reopondlng5q-

.rO-

30-

20-

t 0 -

- Flrrt Frnklne

+- 8.cond Rrntlne-;K- Thtrd Rrnklng-€F Fo[]th Rrnkhg

And Review - More than a survey, this report is anexcellent introduction to CASE for both users ind vendors. Ir'sa very clear 'State of CASE" in the respondents' organizations.Nationally projectable sample from Focus Research database.

Splendid features - Well-written, illustrated and presented.Expertise and fascination with the subject shines. 'The Futureof CASE' Chapter is pragmatic, yet visionary. Methodologyand statistical levels of confrdence clearly presented.

Limits or not so splenfid features - Data from Fall 1987.This detracts little. Next sunrey soon. An analysis for eachCASE product would have been interesting, but was notincluded because this detail level was not statistically signifrcant.

For Additional fnformation Contact:

CASE Research Corporation155 108th North East, Suite 210Bellevue, WA 98004

206/453-9900 Fax:206/462-2127

1. CASE Research says the 'C " is for "computer" I "A" for "aided',"assisted", or 'automated"l "S" for "software " or "systems"l and "E" for"engineering". Computer-aided systems engineering.

19 O 19SB by Future Think, Inc.

VIEW & REVIEW Gusfo mer Service IndustryThe Ledgewoy Group


n Tornrrrlut's account enginen willhaoe a systems orientation to saaiceprobltms and will be able tocoordinate multi-oendor solutions incomplex enoironments.'

- The Ledgewal Group

According to Ledgeway, snoice andsupport is a $518 marketworldwide - hardware snoice isfi418 uith .27o S-yearcompounded annual growth rate( C A G R) for ec as ted ; s oftu ar esupport is $2.28, 22% 5-yearCAGR; professional seraices isfi38, 22% CAGR. Fastestgrou,ng computn oendor seroicebusinesses are Sun Minoslstmtsand Compaq. Sorbus and ControlData lead independents in 1987

For: Computer vendors,independent computerservice firms, professionalservices firms

Author: Rich Vancrl, SeniceTrends Program Manager

What: ReportPages: 79 Exhibits: 29E 9/198s P.ice: $2,500r

The Changing Job Requirements ofSuccessful Service Marketing and Delivery

Sou,cs: Th€ LodCpMy Gr@p - 617/862-8500

AccountManagement

Skil le

Technical Skillg

Low

Today'sProduct & Service

Sales Bepresentatiw

Tomorrow's'Account

Engineer'

,Tomorrow'g

'Board

Swapper'

Today'sField

Engineer

LoY

The Ledgeway Group33 Bedford Street, #9Lexington, MA 02173

617/862-8500 Fa>r: 617/862-8207

1 . Included as one of five r€ports in the $ I 2,500 Sentiee Trends Prograrn.

And Review - I can't imagine being in charge of service in acomputer company and not having this repon at my finger tips.Statistics galore: top 100 service providers ranked by revenue,employees and productivity measures; market forecasts forhardware service, software support and professional services;service revenue by product category based on Dataquest'sproduct segmentation and forecasts through 1992.Strategic insights: trends in headcount, marketing, operations,IBM, DEC, challenges, independent services and professionalservices. Concise, clear and pragmatic.

Superior features - Strategic insights in addition to statistics.List of vendors interviewed as sourlces for the repoft.

Limits or not so superior features - I wanted morecompetitive analyses of vendor service businesses. Ledgewaydoes have 50 companies available separately for $250 each.

For Additional Information Contact:


vlEw & REvtEw IBM SAA


SAA is IBM's SystmtsApplications Architecture - a set ofpr o gr amming i n t rfac e s,c ommunicatio ns intrfac es, us cracces s clnnentions, and, applicationswith which IBM intends to define astandard so that SAA-com?liantapplications can be run atopdiffaent hardware. INPUT makesits position on SAA aery clear -SAA will drioe productconsolidation, be a usn requirnnent,drioe new applications/products,drioe software prhing, and reshapethe software industry. In othnwords, if you haoen't paid muchattenlion, nouJ's the time

For: Software vendors,computer vendors,professional serv ice s firms

INPUT

And Review - This r€port is a good place to start inconsidering appropriate countermeasunes and coexistence withIBM Software, Inc. of the 1990s and beyond.

Prime features - Perfect for executive-level understanding ofthe strategic importance of SAA. Excellent typography, designand graphics.

Limits and not so prime features - This report is designed forvendors, not for users. It is an executive-level perspective andnot a detailed programming definition.

For Additional Information Contact:Author: Robert Goodwin,Director of Vendor ResearchPrograms

What: ReportPaees: 63 Exhibits: 31E 6/1988 price: $69s1

INPUT1280 Villa StreetMountain View, CA 94041-1194

415/961-3300 Fax:415/961-3966

l. This r€port can be purchased separately, but is more often acquiredthrough INPUT's Market Atu.lysis Prcgram Senice (MAPS). Subscribersate who's who among large computer companies such as IBM and HP,large software vendors like MSA, and large professional services firms likeArthur Andersen. MAPS is $27,000 per year and includes strategicreports like IBM SAA; annual reports on:, Sofiusare, Professional Sentices,Turnkey Systems, and, Prccessittg dnd Natnrk Serobes; and22 verticalmarket r€ports.

SAA Applications Time FramesSerca: INPUT - 415/e61-33OO

IBH Mark tlng I IBM Marketlng Ellotta

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r l r r r l r t r l r r r l r t t l198e 1990 t99l 1992 1993

l r r r l r l1987 1986


VIEW & REVIEW

A Viewof the Present -

The Adscope data is some oJ themost intriguing in our industry $eethe Feature Reuieut in FutureThinkerVol. I, #1). Of thedataon the 501 top adocrtisns, I'oeselected Appk (#9) and Compo4(#10)for contmtplation. In the lsthalf of 1988 they each spent oon $5million on national printadontising. The top seaenpublications Jor each are shownhtre. In Adscope 501, datafor 24publications are shownJor Compaqand 33 for Apple. Apple's mostadotrtised products were theMacintos h II followed byAppleTalk Network. Compaq'swas Compo4 computtrs. Apple'sIargest ad-expenditure month wasJune. Compaq's wos March.Apple' s od,a crtising was primarilyin the categorlt PC/Duktop.Compaq's wos DOS-OS/2Systmts. The Adscope 501 hasdata on 501 odoatisns. From thetop - IBM, AT8T, HP,To shiba, Micro soft, NorthernTelecom, Unisys, Apple, Compaq.To the last of the 501 - Intngraph

For: Publishers, advertisen,ad agencies, marketresearchers

Authors: Art ChildsSheila Clarke

What: ReportPases: 152 Exhibits: noneDate: 8/1988 Price: $225

Adscope 50't - Compuler/Telecom Induslry50'l Top Ronking Advertisers{Adscope, Inc.

Advertising Mix - First Half 1988Source: AdscoDg - 500/773-3701

Adscope, Inc.P.O. Box 226, 105 W. Main StreetGoldendale, WA 98620

5081773-3701

1. Volume V, Number I -January'June 19B8.2. A brand is a particular product, e.g. Datashow.3. A product caiegory is one of275 Adscope-assigned categories such as

multiplexor, personal computer, LAN, or ICs

And Review - Index plus for each top computer & telecomadvert^isers: comp:Lny, address and telephone, ad expenditures bybrandz,totals by product categorfr, ad expenditures bypublication, ad expenditures by month, and total. Adexpenditures are show as number of ads, ad pages, and estimateddollars based on one-time placement rates.

Jim-dandy features - Detail. Data is summary of databaseinto which each ad is entered from nearly 200 publicatons.

Limits or not so jim-dandy features - You'll want even moredetail, e.g. publications and monthly expenditures for aparticular brand. Not here, but Adscope has it.


O 19SS by Future Think, Inc.

vlEw & REvlEw '1988 Soflwore Mdrke] SurveySenlry Mqrkel Reseqrch


Hot spots of growth in theworldwide 1988 $198 softwaremarket are mostly in PC software,with CASE hot across allplatforms. Market growth of 8%forecasted $t this surne! was coloredb1t pessimistic post-Black Mondayattitu.des. A just released midlearsuroe! shows purchasing aheod offorecast. A Future Thinkerreoiew of the midltear update willappear soon. The update is fru tothose uho purchase the 1988Softutare Marlcet Sunryt

If ltou're in the software business,the computn business or thecomputer periphaals business andyou require insight into packagedsoftware buying trertds in largeorganizations - buy this report!Any questions?

For: Software companies,computer vendors,peripherals vendors,rnvestors

Authors: William Gannon, Jr.Damian RinaldiSuzanne Murphy

What: ReoortPaees: 253 Exhibits: 186Date: April 1988 Price: $397

PROJECTED 1988 GROWTH INLARGE ORGANIZATION USER BASE

Sourcer Ssntry Markst Rssearch - 60g/A66-200l

PC Do.ktop Publlohtng

PC LAN

PC CASE

Mldrsng6 CA8E

Pc 4GL.

Mllnframo CASE

Uldrango OSS/EIS

PC CAO

Mldrang€ 4GLa

t44t

137t

€oa

ri21l

t20t

106t

97t

87a

86t

ot 20a 401 cot 601 tootr20tt40tr60ar80t

And Review - Awesome data at a reasonable price. Basedon 1,747 usable responses to 9,600 forms mailed to softwaremanagers at large commercial, government, financial, research,and education locations selected from Softutare Magazine' ssubscriber list. Sites included 523 mainframe sites, 685minicomputer sites, and 559 PC sites. Covers 19 mainframe, 16mimicomputer, and 13 microcomputer software categories.Features special analysis of PC buying practices.

Outstanding features - Full landscape page, gorgeous charts.Six years of data yield a market share trend chart in mostproduct categories showing the changes in market shares of topsoftware vendors in the category. Answer why and you win.

Limits or not so outstanding features - The data is massiveand persuasive. Ilowever, it is not designed to be projectable; soit may not be tmly representative of the U.S. market.Respondents are readers of Softutare Magazine and in largeorganizations by design. ffowever, used with completeknowledge of what it is, this data is iu-l outst:rnding value.


Sentry Market Research1900 Westpark DriveWestborough, MA 01581

508/366-2031 Fax: 508/366-8104


VIEW & REVIEW STARIUP: Founding o High.Tech ComponyAnd Securing ttulli-Round FinoncingElectronic Trend Publicolions

A Viewof vour Future? --

It's a lorzg, long road. Most neanstart. Of those who start, mostdon'tJinish. More are s[rmied inthe capital formation process than intheir target poduct market. Thisreport maps your first market - themarketforyour company's stock. Itwill be the sell of yur life and itneoer ends until . . .

This report gets excellent reoiewsfrom oenture capitalists, Big Eightac counting firms, and mtrepreneurs.From me, too

One of the biggest riskJor anywould-be entrepreneur is that he orshe doesn't know what he or shedoesn't know. From this how-tomanualyou will learnfrom thosewho haoe gone before and lioed totell, and perhaps more importantlt,afew uho didn't lioe but wnewilling to tell uh1

For: Entrepreneurs, venturecapitalists, co{porateM&A, legal frrms, CPAs

Author: Johr L. Nesheim,President,

Saratoga VentureFinance

408/741-5805

What: ReportPases:442 Exhibits: 30E tgss fu-: $3gs'

Process of High-Tech Startup Gapital FormationSourcei El€ctronlc Tr€nd Publlcatlonr - 4081996-7416

Initial Public OfferingBaieing Working Capital (2-4 Years)

Launch Fkst Prodrrct (t-z Yeara)Secondary Roundg of Gapital (1-4 Yearg)

Startup (0-18 Month8)Finding a Home (1 Month)

Seed Gapital Glosing & lrcorporation (1-2 Months)Raising Seed Capital (2-12 Monthg)

Filling Managerflent Toam (2-9 Monthe)Businese Plan Creation (2-6 Months)

Pullout From Employer (1 Month)Founders' Commitmont (1-2 Months)

Kitchen Table (2-6 Months)ldea

Tlme lnltlalPubllc

Ollerlng

Remarkable features - Practical, inside knowledge. Lotusmodel diskette tailorable with your financial projections.

Limits or not so remarkable featur Does not come withseed money to cover the expenses for the many months it takes towrite a brief, tmly excellent business plan.


Electronic Trend Publications12930 Saratoga Avenue DlSaratoga, CA 95070

4081996-74L6 Fa:<: 408/996-7871

the sales literatur€ may save you a few headaches.


vtEw & REvtEw Comp uler Induslry Advertising ICommunicqtions Trends, Inc.


Dan McC arthlt, CommunicationsTrends, say that oJ the $1.558U. S. computn adortisingexpenditures in 1987, $535M wentfor computer pniodicah; $102h[ onTV; and 8200M on businesspniodicak and newsweeklies ;$160Mfor newspapers, rtd,io andothn media; uhile $553M wentforsalaries, production costs, directmail and research. Personalcomputer adontising was 56% ofthe total. The largest adonttscrswre IBM ($460M), Appk(8222M), and HP (fi I t 7M).Highes t adont* ing- to - s ales ratio swne Apple (8.4Vo), Minosoft(8.3%) Tandy (7.67o), andCommod.ore (5%). Top 105computn adoertisrs spent 1.37/oof reaenues on adontising in 1987,d.ownJrom 1.447o in 1986. ToF25 odontisns wne 75% of adspend,ing. Big pncentage inneasesin ad spending wne Uacle(263%), Aldus, Adobe, Sun,Ultimate and WordPafect. Bigdeaeases une Commodore (-547o),Haniq fomega, Micom, andStnling Software

For: Publishers, advertisers,ad agencies

Author: Daniel McCarthy

What: Yearlv ReportPases: 135 Exhibits: 25E 3/r9s8 Eric; $99s2

Computer lndustry AdvertisingSourc6: Communlc6llons Tronds - 914,/833-O€00

1983 19E.1 1966 t9E8 1987 1988 1989

Nlunftrd Strto InIt Or Th. ubrld %ttorldrld[Forq.l

And Review - Discems historical trends, shifts inadvertising by product category and portion of industry revenuespent on sales and marketing. These syntheses are based ondetailed data for the top 105 computer advertisers (one page percompany) providing: address, phone, officers includingdivisions, advertising executives, type of media, ad agencies,revenue, computer nevenue, SG&A, income, ad expenditures,computer ad expenditures, ratios, 19BB forecasts for revenue andadvertising, and 1984-1987 measured media expenditures.

Standout features - Statistics and ad-related contacts of theleading 105 computer advertisers. Excellent synthesis of trends.

Limits or not so standout features - Does not include data onpublications or other media by tide, or data on product brands.The data provided would be even better on diskette.


Communications Trends, Inc.2 East AvenueLarchmont, I{Y 10538

914/833-0600 Fax:914/833-0558

l. Computer Industry Adoertisirg (l Markztittg Forenast, 1988-19892. $895 to Computer Publithing @ Adwrtisittg Reprt newsletter subscribers


vlEw & REvtEw


Chuck Newton sizes the 1988market for suprcomputn snoices atfi89M and expects it to grow tofi[12M by 1990. He attributes amarket share shift from commtrcialto uniaersities, to goocrnmentfunding of NSF supncomputingfacilities offaing scraices to priaatebusinesses - thus eroding reaenuesof prioate snoicefirms.' Leadingsnoice firms are Boeing and ControlData. Chuck pegs hardware salesto U.S. sites at $700M in 19BBand expects growth to $1.88 by1992

The big trend identified by Chuck isto supn (I mean t@tr) graphics.Also, more pnformance gains for the1990s. Now we haae MIPS - inthe 1990s we'll haae BIPS -billions of instructions ptr second -gained primariQ through massioeparallel processing

For: Supercomputer and near-super vendors, servicesfirms, and softwarecompanies

Author: Chuck Newton,President

What: ReportPaEes:247 Exhibits: 71Date: 5/1988 Price: $995

Superc ompuler EquiPmenlond Services UsogeNewton-Evons Re5eqrch Com PonY

U.S. Supercomputer Services Market Estimateg- Sourcs: N€wton-Evans F€s€arch - 3O1/445-7316

from whence the data came.

Limits or not so first-rate features - Executive summarycould have been honed to become a real "State of theSupercomputer Industry.' All the material and data is there.


Newton-Evans Research CompanY, Inc.3220 Corporate Couft, Suite AEllicott City, MD 2L0+3

301/465-7316 Fax:301/750-7429

l. And computer virus incidents show potential for sabotage when conrputers

are sharei acro$ universities, government' and industry'

26 O 19BB by Future Think, Inc.

vrEw & REvtEw


According to Dr. Schussel, the 5thgennation of software technologltwill be Upified b1t real AI systmts,software life cycle automation usingCASE tools, software deoelopmenton workstations, and distributeddataboses. These technologies willprooide the platformfor 5thgener atio n inform atio n s1t s t mtsmanagcment, whne the MISdepartment will reign suprmn as itsuc c es sfu I ly imp lnnents non- s topstrategic sltsttms which mbody thespirit of the entnprise, artd moretightly integrates customns andsuppliers in the company'sinJormation sy s ttns. Programmerswill become real analysts and theChief Information Officn will leodboth tr4IS and the corporation . . . .Aren' t you glad yu waited?

For: End-user softwaremanagers, vendorsoftware managers

Authors: Dr. George Schussel,Chairrian

Dr. Eric FirdmanLarry DeboeverVaughan MerlynPaul HessingerM.ry Lownie,

SeminarCoordinator

What: Seminar BooklPaees: 402 Exhibits: 314Date: 8/1988 Price: $200

Sofrtrore Fulures:An Execulive Forum'lDigitol Consulling, lnc.

The Sth Generation of ComputingSourc€: Dlgltal Consull lng - 508/47O-388O

IniormatlonStriema

INFOFYATION CEX?ER3

UgE OF PC't

ENO.USER DEYELOPI'E}IT

DEPAntUENTAL COLPUtt}.g

ATRUCTURED I'ETHODS

Yls --{ CHANOINO FOLE

alh GrnGrrtion - t000'r

PnlrAcv of sra DEtnrulxr

ttnlEorc grtrErt

CU8'OTEN/tUFPL|EN ITIBOTA'ION

lt|lEnxAL s\aa?EI8 llrTCOFArlOl|

TOUOHER. raORE COTPLIX gvltErat

nStEn IArxrExAlto:

24 HOt R, IOlt-tYOP OPEiAtlOr

PFOORAr|l.Ena ---' ANAI-YII3

CHIEF INFORMATION OFFICEIuxo€R3T lto8 BuaNEoS

AF'IFICIAL I}ITELLIOENCI -EIPEN? lYgTETt. I.ATUFAL LATOUAGE

OASE IOOLA/LIFE O}CLE AUIOIA?IOTWOFKSTATIOII DCYELOPITXI

5th Ocrp[lion - Oe0'r

NDIHTEOL

4OL'rDECISION AUPPOFI SVSTEIt

And Review - Subjects addresse d are ApplicatianDewlopment in tlu 5th Genzration, Tlw Future of ArtfuialIntelligerce, Corporate Connrcthtigt and Netunrking, CASETerhnologt and tlu Future, and The Strategic Imperatiue:Preparingfor tlu Next Gewatbn.

Striking features - Authors ane expert on their subjects. Greatpicturebook for perusing the future of software on large systems.

Limits or not so striking features - No hors d'oeuores with thebook. But the seminar provides snacks and lively interaction.


Digital Consulting, Inc.6 Windsor StreetAndover, MA 01810

508/470-3B80 Fax:508/470-0252

1. This book contains visuals from a two-day se minar ($895) held in Bostonon August 16-17 with 157 attendees. January 26-27 it will be in SanFrancisco. Speakers will vary. The seminar book is sold separately.Typically 75 separate books are sold at other Digital Consultingconferences to attendees who wene able to look at it beforc purchasing. Ifthe seminar is as fun and informative as the book. I recommend both.

27 @ tggg by Future firink, Inc.

VIEW & REVIEW RBOC Entry into lnformotion Services:A Survey of Public Utility CommissionersJu piter Communicqtions

A Viewof the f'ufi11s -

According toJupitn, lhe RegionalBell Opnating Companies(RBOCr') haae the potential tobring information stroices to thecottsumer mass market. RBOCscould accelsrate information seroicesmarket deoelopment by marketingand billing inforrnation sroices andeoen the deployment of tnminals.But will they? That ansuer lies inpart uith their regulators - amongthnn the Public UtililyCommissions (PUC} whichregulate the telephone business ineach state. One area of concnnforthe PLICs is that os tie RBOCIsenter unregulated businesses, such asinformation snoiees, they do notsubsidize these businesses withprofits from the regulated telephonebusiness. Jupitn's data shows thatmany PUCs belieoe RBOCs dohaoe some ooss- subsidization

PUC Perception of How Much RBOGs'Unofficially' Croes-Subsi{tiza Their Operations

Sourcer Juoll€r Oommnlcatlons - 2121941-9252

Not Much't7*

For: RBOCs, independenttelephone companies,information servicesproviders

Authors: Joshua M. HarrisBarbara BevanJim Ivers

What: ReportPases: 72 Exhibits: 17Date: 8/1988 Price: $595

And Review - Public Utilities Officials in 32 statesparticipated. Questions covered PUC familiarity withtelecommunications, PUC/RBOC relationships,pricing/accounting, rate-of-return vs. price cap, subsidization,competition, local-measured sewice, and adult programming.

Fine features - Straightforward look at Public UtilityCommissions' attitudes a{fecting RBOCs' entry into informationservices. Good documentation of cornments.

Limits or not so fine features - Not an introduction or statusreport on RBOCs and information services - assumes you haveread otherJupiter reports and jumps right to the subject.


Jupiter Communications Company594 Broadway, Suite 1003New York, NY 10012

2l2l94l-9252 Fax:212/94L-7376

1. The seven RBOCs are Pacific Telesis, Bell South, NIYNEX' US West,Southwestern Bell, Ameritech, and Bell Atlantic.

28 @ tggg by Future Think, Inc.

vtEw & REvtEw


This report is subtitled MarlutTrendsfor AlternathnArchitecture Systems. It couldhaoe been Exotie Computers ofour Time - and afascinatinggroup they are. TFS, Inc. sizes themarket for these midrange parallelmachines at $435lul in 1988worldwide reoenues to U.S.rygryufocturns and expects growth tofi905^4 in 1992. Eus-baJedparallelism was near[t 50% of themarket in 1987. TFS, fnc. ixpects

y#"iaf F rtcessin g M o r ketTFS, Inc.

t 3"pummp"r.r I2OO - tzOO Mftopt' 600 ratPgf2H - C?OM

lMt" trrp.*orp"t";l

50 - tOO Mtloprro - 50 MIPSf.5M - 32Y

< tO Mtlop.r - ro t|!PSt6oK - t5ooK

Technology Flnanctat Ssrvlcs - 508/602-

this to drop to 30% by 1992 iifaoor of shared-mmtory and$tpncube parallelism

According to TFS, Inc., the marketleaders in the midrange parallelpocessing market areConcunent/Mas scomp (2 6 % ),Sequent (167o), Alliant (14%)Effo.r: (87Q, Eltcsi (7%), InietQ%).and Multiflow (5%).Comebacks by established computnoendors are expected in 1990-91

For: computer vendors

Authors: Johtt Gantz

What: ReportPages: 205 Exhibits: 67Date: 8/1988 Price: $1,695

TFS, Inc.238 Litdeton RoadWestfold Me brggo

508/692-2290 Fax:508/692-+7GO

choice features - charts provide simplifying perspectives onthis complex market.

Limits or not so choice features - Based on informal vendorsources and rFS, rn-c's expertise (which is considerabre as theyhave been tracling this area since'1985). The report co'ld havebeen enhanced by user perspectives --perhaps jsmall survey.

For Additional Information C ontact:


o

vlEw & REvtEw AI on fihe MocinfoshKE Publishing Corporqfion


"Current State of Affairs of AI onthe Macintosh - poduct offaringsrelatio e$ Iimiled, feun- pitchedactioitl leoel, and Apple sendingstrong signals of inttrest. fn nearfuture watchfor: more AI tools -especially expnt sltstan shells,strongn obj ect-oriented flaoor toMacintosh enoironment, Mac'sbecoming platform of choice for thedeploltment of expnt sltstnnstechnologlt, and a shakeout in AIlanguage supplins"

- Dan Shofo

Looks at Nexpnt-Object, Cognate,Ins tant- Expnt Plus, IntelligentDeoeloper, Leoel 5,MacSMARTS, SupnExpcrt,AAIS Prohg, ALS Prolog, LPAMacProlog, Expnholog II,Wisdom Prolog, Allegro CommonLISP, Pearl LISP, ExpnCommonL$| MacSchmte + Toolsmith,Smallt alk- I 0, Ap p h Smal I talk,Smalltalk/V and HyprTalk

For: MIS managers, softwareproject leaders andtechnology assessmentpeople in computer end-user companles

Author: Dan Shafer

What: ReoortPaees: 217 Exhibits: 52Daie: B/1988 Price: $1541

Al On The MacintoshSourcer KE Publ lshlng - 212/645-2066

'Knowledge

Business'

Time-

l. Also available zul a report that can be selected as one of two included witheach fntelligmt Systenu Anallct newsletter subscription.

And Review - psrfsgl for people who are now or wilI beinvolved in expert systems or AI and are evaluating theMacintosh as a platform, or have adopted the Macintosh and arenow choosing software. The report reviews available software.Also has background and future of Macintosh in AI.

Bang-up features - Walkthrough of each of the expert systemstools covered. Actual screen images give a feel for what it's liketo work with each softwane package, which really adds to thediscussion and comparisons of features. Good background andpredictions on the Macintosh from its beginnings a! a computerto its acceptrulce as an AI platform of choice. Good summary.

Limits or not so bang-up features - This report is no briefrng.It is a study (as in fat). It covers AI tools, not AI applications.


KE Publishing CorporationP.O. Box 366Village Station, NY 10014

212/645-2066

30 O 19SB by Future Think, Inc.

vlEw & REvtEw


The new consumer digital audiotape (DAD h^ laid thefoundationfor rotarl digital computtr tape(RDCT) storage. Imagine 1.4gigabytes 0n lne little inexpensioetape. That's equal to three CD-ROMs. This and othn new storagetechnologies are prooiding thefoundations for the new informationIandscape dunibed b1t Daniel Grossas including databases eonywhnqmultimedia grass roots publ*hing,ard paradigm shifts in dataprocessing, telecommunications andinJormation seroices. Bettn readltyourself for the next waoe. And thenex t . . .

Visionary while sta/ng within theboundaries oJ pragmatism

For: Present and futureRCDT vendors, vendorsof competitivetechnology, very largefuture thinking users

Authors: Daniel Gross

What: ReportPaees: 35 Exhibits: 6Date: 2/1988 Price: $200

Appllortlon ior Dlgltrl Audlo t|p. OAT)rDd ltr d..lvrtlr

notry Dlgll|l Conput r YrD. (ROCT)

InfoMan - multl-modla consumer produot based on RDGTGM provides maps of U.S, In caru on RDCT

RDCT tor backup E deta dlstrlbutlon

'Wllhln llv. y..r., I wlll .ll al

d.rl, In lront of r cmpuLr lwanly l lnarmra pilartul thrn tha om uaad lo crarL

thl. docuilant. .nd n..!.r rn ROCT-d.llv...dwhli. gap.. d.acrlblng In d.t.ll th. comn..cLl

rnd t chnoloelc.l InD$l ot lh. lrl..t hlgh-c.pally!lor.e. n.dtun! lh. optlc.l brlck, Foughly th.

.lr rnd ahap. of r pek of clg.r.lLr. thlrc.yatrl-b[.d tolid block ulll cr. dynrnlcholog.rphlc Inrelne to aiora 160 Lnbyl.a of

uaar drl. rr r lhraa-dlilan.lonrl lnrga'

Todey 5 Yeer! 10 !ba?a 16 lbarrSourcs: MaOn€llc Ptess - 212/219-2831

And Review - Excellent explanation and assessment of afundamentally new technology and its potential applications.

Transcendent features - Clear, methodological comparison ofRDCT to alternative and synergistic technologies such as CD-ROM, WORM, and othertape technologies.

Limits or not so transcendent features - No market forecasts,but plenty of predictions. Charts positioning RDCT againstother technologies would have been a good summary.

For Additional Information C ontact:

Magnetic Press,503 BroadwayNew York, NY

2L2t2L9-2831

Inc.

10012

Fax: 212/334-4729

1. In our ever-changing high-tech world, a most challenging mission is tokeep one's predictions ahead of reality. I thought Daniel Gross's opticalbrick was wonderfully imaginative and futuristic. He has since learnedthat it exists. Well, Daniel, how about a unified-field wave humongous-bandwidth interface board for one's personal robot-operated workstationwith an unmetered connection to the Akashic Records?

3r @ tggg by Future Think, Inc.

Thqnks!

New since last issue arestaned (*)

See Future Thinker #l & this issue

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'l 05 Morket Informolion Publishing

Our Thanks

r Able CommunicationsMilpitas, CA

rz AdscopeGoldendale. WA

e AIM Consulting & Publications, Inc.Natick. MA

z Architecture Technology Corporation- Mitt.t..polis, MN 6121935-2035

* Artificial Intelligence Research Labs" ntt"i.",. wv " 304/965-5548

408/945-1484

509t773-370r

508/653-1622

2r416+4-1733

203/853-4266

617 t536-0036

617 1237-3rLr

619/488-0533

415/982-0125

203/255-4100

6t7 1643-5700

z R. R. Bowker (Abstracting & Indexing Division)' -N.* v-""t. ui 21216+5-9700

z Associated Research ServicesDallas. TX

Business Communications Co. Inc.Norwalk, CT

Business Research GroupBoston, MA

Business Technolosy ResearchWellesley Hills, lvfA

I CAP International, Inc.Norwell, MA

BusinessWeek Newsletter for Information Executives, T - eN"* Y"tk, NY 800/445-9786

rz Broadview Associates- Ft I-ce, NJ 2OLl+61-7929

z CAD/CAM Publishing, Inc.San Diego, CA

z California Technology Stock I-etterSan Francisco, CA

/ Camarro ResearchFairfield, CT

/ Cambridge CommunicationsArlingofr, MA

,z Cambridee Report on SUPERCONDUCTIVITY, TheCambridge , MA 617/494-6506

*

*

See Future Thinker this tssue6l 7/9B2-9s00

32 @ tggg by Future Think, Inc.

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See Future Thinker #l

See Future Thinlczr this issue

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See also Langley Publications

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See Future Thinleer #1 & this issue


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* CASE OudookPordand, OR

,/ CASE Research CorporationBellevue, WA

z CCMI/lvIcGraw-HillRamsey, NJ

503t226-0420

206/453-9900

201/825-331 I* Chromatic Communications Enterprises, fnc.

Walnut Creek, CA 4l1lgq1-1602,/ CIMI Corporation

Haddonfield, NJ 609/354-1088/ Communications Trends. Inc.

Larchmont, NY 914/833-0600rz Computer Industry Almanac

Ddl*, TX 214/231_8735rz Computer Intelli gence

LaJolla, CA " 6t9/4b}-1667* Computer Securitv Institute

Northborough, MA 508/393-2600rz Computer Shoptalk

Mi l l6um, NJ' 201/376-8181z CorpTech

Wellesley Hills, MA OL7/237-2OO|rz Creative Strategies Research Internationa-

Santa Clara, C-A 40g/245-4750* DARATECH,Inc.

Cambridge, MA 617lZ54-2229t Datapto

Delra!, NJ 609/764-Ot0O,/ Dataquest

SanJose, CA 408/437-8000r/ DATEK fnformation Services

Newtonville, MA 617/893-9130/ Digital Consultins. Inc.

Anildover, MA 508/470-3830r/ DISK/TREND.Inc.

Mountain View, CA +15/961-6209rz Diversified Data Resources

Falfs Church, VA 7Og/2j7-0G82t/ EDl, spread the word!

Dallasl TX 214/2qt-3456t/ EDI Strategies

Marietta, GA 4O+/973-q683rz EDventure Holdings, Inc./Release 1.0

New York, NY -

2t2fi58-2494rz Electronic Trend Publications

Saratoga, CA 40g/996-7416z ElectroniCast

San Mateo, CA 4lS/572-l8OO,/ FIND/SVP

New York, NY 212/G4S-+500/ Focus Research Systems

West Hartford, CT 203/561-1047/ Forrester Research

Cambridge, MA 6171497-7090/ Frost & Sullivan

New York, NY 2t2l2Z3-tOB0z lut-gre C o_mputin g/Datapro

Dallas, TX -

2t4/497-2400ru Future Technology Surveys

Madison, GA '

4}4l3q2-9639See Future Thinlezr #2


o

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See Future Thinleer this issue & next

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* Gale Research, Inc.Detroit, MI

/ Gartrcr GroupStamford. CT

rz Industry Market Reports, Inc.I-os Altos. CA

z InfoneticsSanta Clara, CA

z Information Gatekeepers, Inc.Boston, MA

* Information Intellisence SciencesAurora. CO

* Information Network, TheSan Francisco, CA

,/ INPUTMountain View. CA

* Insisht-OnsiteSanlose, CA

z In-StatScottsdale, AZ

rz Institute for Graphic CommunicationWaltham. MA

- 6171891-1550

rz Inte grated C ircu it Enginee rin g C orporationScot-tsdale. AZ 6021998-9780

r/ International Data Group,CD ROM Continuous fnformation Service

/ Institute for the FutureMenlo Park, CA 4r5t854-6632

Peterborough, NH 603t924-947 |

/ Intemational Planning Information, Inc.Redlands, CA

- 415/364-9040

rz International Resource Development, Inc.New Canaan, CT

- 2031966-2525

3t3t96t-22+2

203/964-0096

+15t94r-6679

408/746-2500

61 7/738-B0BB

303/693-8291

415/922-6479

415/961-3300

408t252-2260

602/860-B5 15

415t9+t-2433

2r2t94r-9252

2t2t645-2066

rz International Technology GroupLos Altos. CA

,/ Intertec Publishing c/o Computer Graphics ReviewSudbury, MA

- 50814+3-+671

z Jqpiter Communications Company.l.ti:w York. NY

,/ KE PublishingNew York. ISt'

r Langley Publications, Inc./ CD Data ReportFdli Church. VA 7031241-2131

/ I*deewav Group. TheI-exington, MA

'

rz Magnetic Press, Inc.Nei York. NY

/ Market Information Center, fnc., TheMarlborough, MA

z Market Intelligence Research Co.Mountain View. CA

* Micro Software MarketingCongers, NY

* Monosson Technology EnterprisesBoston. MA

z National Software Testing LaboratoriesPhiladelphia, PA

rz Neal Nelson & AssociatesChicago, IL

6l 7/862-8500

2t2t219-2831

61 7/460-0880

415/961-9000

9r4/268-5925

617 t267-2900

215/878-9300

3t2t332-3242

See Future Thinler #l


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*

Newton-Evans Research CompanyEllicott City, MD

Palo Alto Management GroupMountain Viewi CA

z Northern Business Information lDataproNew York, NY

- 2121732-0775

z Parks AssociatesDallas, TX 214/392-9855

t P,atncia Seybold's Office Computing Group_ _ _ ,Boston. MA

'6171742-5200

,/ P.C. ktterRedwood Ciry, CA 4151592-9192

* Peripheral StrategiesSania Barbara. CA 805/569-5610

t Probe ResearchCedar Knolls, NJ

Relaver Group. TheScotisdale. AZ'

Rothchild ConsultantsSan Francisco. CA

/ Schwartz Associates, TheMountain View, CA

,/ S.E.A. I .Madison. GA

rz Sentry Market ResearchWestborough, MA

rz SoftoktterCambridge, MA

rz StoreBoardDallas, TX

z Summit StrategiesBoston. MA

-

z Technology Financial Services, Inc.WestfordiMA

* Technology Futures, Inc.Austin. TX

z Technology News of AmericaNew Yor[. NY

* Technolow Transfer InstituteSanta Moiiica. CA

r T'heta CorporationMiddlefietd. CT

,/ Venturc EconomicsWellesley Hills, MA

,/ VLSI ResearchSanJose, CA

t/ 'fhe Winters GroupRochester. NY

z Wohl AssociatesBala Cynwyd, PA

rz Workstation LabsDallas, TX

z Yankee Group. TheBoston. MA'

'

t Zech Tech InternationalSan Mateo, CA

30u465-7316

4r5t968-+374

201-285-1500

602t9+5-9620

415/6B1-3700

4r5t965-+56r

404/342-9638

508/366-2031

617 t868-0157

2r+/23r-5964

617/266-9050

508/692-2290

5t2t343-6468

212/334-9750

213t39+-8305

203/349-r054

61 7/431-8100

40B/289-9983

7t6t546-7480

2r5t667-4842

2141644-t733

617 t367 -1000

415ts78-9520

*


35 @ 19S8 by Future Think, Inc.

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Throw ofJltour shack[es of thepresent and spendjust one da1totally focused on whae you'regoing. Gioeyour neatioity afieldday. Letyour imagination go.Return to your present with renewedspark andfocus

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FUTURE THINK LTVE..A One-Doy Seminqr withPortio lsqqcson Wrighl, Ph.D.

Spend one day exploring the future of the computer,telecommunications, electronics and office productsindustries. Flear about the products, the technologies, theapplications, the markets, the distribution channels, and thecompetitors. Dwell on the truly importnnt. The fundamentalforces for change. And the barriers. Identify the hot spots.

Learn about the gurus and market research companieswho provide the information from which we weave our businessand application plans. And who fuse our common visions of thefuture. LIse them to help cneate the future you want.

Take an imaginary trip guided by Portia into your future .See more clearly your own vision. Learn methods of influencingothers in your company and your industry with your vision.Make the future yours.

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:, Inc. Copyright O 1988 by Future Think, Inc. All richts: reproduced, siored in.a retrieval system, oi transmittecl inanital or otherwise: without the pnor wrlrlen permrssion ofical data contained'herein have 6een obtained'fronr sorlrcesway warranted by us as to accuracy or completeness. Weor our opinions.

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portia isaacson wright, ph.d. november 9, 1988 · comfuter-aifu.l mign report - cad/can'i...

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