Ab Initio has been around for long enough to make a name for themselves in the ETL space. Their marketing approach appears to be one of mystique: maintain secrecy around the product while allowing some information out about the high-end customers, creating interest because of the tantalizing tidbits they provide. Their web site is more typical of an advertising firm with nothing meaningful to say than a technology company.
“Ab Initio – will not cooperate with us in any way” said Norman Manley, industry expert and author of the ETL Tool Survey.
I’ve seen other software companies do this and it works up to a point. Once the company has been around long enough, the approach stops working so well. Enough people have used the product that it becomes easier to find out the good and bad points about the product. Ab Initio uses non-disclosure agreements to try and stifle public discussion as much as possible, maintaining secrecy.
Read the full article: ITtoolbox
