Too often analyst relations (AR) professionals and analyst services buyers, both vendors and end user clients, focus on the larger firms. While this focus is natural because the larger firms have greater market presence and a large dedicated sales force, ignoring boutique analyst firms misses the opportunity to obtain interesting insights and advice or to brief a potential market influencer. Of course, not all boutique firms are relevant, so AR and buyers need to do their due diligence to ensure that time and money is not wasted. This post is one in a series to introduce the community to an interesting boutique firm.
Redmonk is a boutique firm, founded in December 2002, which is primarily oriented towards open source or bottom up adoption of technologies like Linux, Apache, MySQL and PHP. In May 2008, RedMonk announced the launch of a new line of business, Greenmonk, and the hiring of a new analyst, Tom Raftery. Greenmonk’s research agenda covers green and sustainability issues, both the emerging green technology and how this technology is applied.
This email interview was conducted with RedMonk co-founder James Governor and Greenmonk analyst Tom Raftery.
SageCircle Question: James and Tom, thanks for speaking with SageCircle on the launch of Greenmonk. Can you give us the elevator pitch for this new analyst firm?
A: Greenmonk is not a new firm, it’s a new line of business for RedMonk, which is an existing analyst company. We see Greenmonk as an extension of our existing business. Greenmonk will bridge top down and bottom up sustainability- with a bias towards open data, shared source and social media – as they apply to community development and socioeconomic change.
Q: What is your business model? Because of the need to educate many people, will you be offering a service to write white papers on relevant green IT topics?
A: The business model is likely to primarily consist of advisory services under a subscription model, given RedMonk’s aversion to the pay-for-play white paper model. Education is (more…)