Can Novell BrainShare Serve Three Masters?
Novell, now owned by Attachmate, is marching forward with its BrainShare conference (Oct. 10-14, Salt Lake City). But this won’t be any ordinary BrainShare. Instead, topics involving three Attachmate divisions — NetIQ, Novell and SUSE — are on the agenda. And The VAR Guy suspects SUSE will use BrainShare as a stage to launch or elevate its cloud strategy. But can one conference serve so many different masters? Hmmm…
In some ways, BrainShare’s changes won’t be all that dramatic. After all, of the three Attachmate divisions include software products from the former Novell.
But in other ways, BrainShare will be dramatically different. Many of the Novell leaders who led BrainShare 2010 won’t be on hand for BrainShare 2011. Gone are former Chief Marketing Officer John Dragoon — who was last year’s master of ceremonies — and former Novell CEO Ron Hovsepian, who led Novell’s sale to Attachmate. Hovsepian, Dragoon and other Novell executives exited the company when Attachmate completed the Novell acquisition.
At this year’s BrainShare, Attachmate must communicate a message of stability — assuring customers and partners that the Novell product lines remain viable under Attachmate’s ownership. Moreover, Attachmate must show progress with newer solutions — such as Novell Vibe (an enterprise and cloud social media platform) and Novell Cloud Security Service (which several major service providers have been testing).
And therein resides yet another challenge: Branding. As some products move from Novell to a different Attachmate division, Attachmate will need to clearly brand the products.
Plenty of challenges. The VAR Guy will be watching to see how Attachmate addresses them once BrainShare rolls around.