Gartner Group has cast doubt on the success of Compaq's plan to spend $100 million on promoting its proprietary Alpha processor.
Early next year Compaq will launch its campaign to market its Tru64 Unix operating system on its Alpha chip, despite the fact that development of Tru64 on Intel's new Itanium chip has ceased.
Compaq is believed to be grooming Tru64 on Alpha for target segments including enterprise resource planning (ERP), datawarehousing, telecoms and the scientific segment.
However, Andy Butler, research director at Gartner Group, said it will be a struggle for Compaq to attract new customers in the ERP and datawarehousing areas.
He added: "They have a good product, but it will be more of a challenge as they don't have a compelling advantage over Sun, IBM and HP who can promote themselves as horizontal vendors with a lower long term risk."
Butler believes the campaign's success is more likely in the telco and scientific segment where the customer base is more loyal.
"Every telco company will remain loyal to Tru64, and Compaq can attract new business," he said.
A spokesperson for Compaq, who said the money would be spent on promoting partnerships with ISVs and direct marketing, denied that Compaq would have difficulties: "We can attract new customers as well as selling further into our existing customer base for all segments."
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