Gartner Research

Market a Complete Product Portfolio and/or Ecosystem to Succeed in Application Infrastructure and Middleware

Published: 05 July 2019

ID: G00389022

Analyst(s): Bindi Bhullar , Fabrizio Biscotti , Michele Buckley


To maintain or grow share in today’s AIM market, product marketers need a marketing strategy that highlights a complete portfolio of capabilities. This portfolio should include cloud, PaaS and open source — delivered via existing products or an ecosystem of partnerships in complementary technology.

Table Of Contents


  • Market Newcomers Are Capturing Share From Traditional Market Leaders
  • Establish a Strategy to Support or Embrace Open Source
  • Promote PaaS and Subscription Offerings as They Are Winning Market Share
    • Summary

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