Gartner Research

Emerging Provider Executive Insights: How to Succeed as a Startup in the Application Infrastructure and Middleware Market

Published: 03 October 2016

ID: G00313209

Analyst(s): Fabrizio Biscotti , Bindi Bhullar , Neil McMurchy


This guide focuses on key go-to-market issues for business unit leaders at emerging application infrastructure and middleware providers. We discuss what to look for and how to enable startup success in a mature — but transforming — market.

Table Of Contents


  • Introduction
  • Market Dynamics
    • Fragmentation and Chaos Before Consolidation
    • Competitive Barriers Are High
  • Vision and Strategy
    • Bimodal — Where Will You Play?
  • Sales and Go-to-Market
    • Go Vertical, and Target SMBs and LOB Buyers
    • Focus on Simplifying and Speeding Up Integration
    • Can You Afford Not to Have Field Sales?
  • Marketing Strategy and Tactics


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