A look at events in the IT industry in Japan and abroad

Comparative advertising -- No Laughing Matter?

by John Boyd

You don't come across much humor in the Information Technology press, with one laughable exception: the ads. As the IT industry matures, advertising humor ripens. Going beyond the obvious gambit of grabbing attention (epitomized by the zany ads of PC manufacturer Gateway 2000), humor is now being used in sophisticated ways, including attempts to turn the tables on competitors.

A database war of words

An example of this trend is one of a series of salvos being fired in the ongoing database wars. Oracle Corporation, the leading database vendor, has spent heavily on a comparative advertising campaign hyping the merits of its software vis-a-vis similar offerings from rival Sybase Inc. In one ad, Oracle graphically demonstrates that Sybase's Open/Server requires 71 lines of additional proprietary code to access mainframe data. In contrast, proclaims the ad, Oracle provides a standard gateway "so you can access mainframe data using your existing mainframe transactions without modification."

Instead of counterattacking like a raging bull, delivering charge for charge, Sybase has struck back with a single thrust of rapier wit at Oracle's entire campaign. Under the heading "Oracle claims we make mainframe access difficult," there appears a picture of Pinocchio with his elongated nose. "Here's the truth," continues the Sybase ad, in a subtle reinforcement of the implication that Oracle's ads are disingenuous. "You can install any of over 125 certified front-end tools. No programming required. You can point and click to build a SQL query with the tool of your choice. No programming required. Sybase products will get your query to the mainframe. Execute it. And get the answer back to you. No programming required.... No matter how long Oracle's nose may grow."

Digital humor

Another company that's turned to humor during difficult times is Digital Equipment Corp. DEC saw its fortunes decline in recent years, as the industry shifted away from large-sized proprietary computers like DEC's VAX series to more flexible client/server systems based on open industry standards. After some drastic restructuring (including 30% layoffs in DEC Japan alone) and dramatic changes in its product line, though, DEC appears to be turning the corner. After some years of big losses, DEC has chalked up a hat trick of profitable quarters.

To celebrate, the company has gone on the offensive. While its weapon of choice is comparative advertising, DEC has retained a sense of humor, which helps lighten what might otherwise have been just another heavy attack on rivals.

In one DEC ad, alongside a comic drawing of a baby's enormous, screaming mouth, is the query: "Hmm. Is that screaming sound coming from our new 64-bit database server? Or from our 32-bit competitors?" The ad goes on to proclaim the advantages of running a 64-bit Oracle database on DEC's new 300-MHz, 64-bit Alpha servers. DEC's servers "give you performance gains that sound unreal: up to one hundred times faster than conventional 32-bit enterprise systems," declares the ad. And to underscore these gains, DEC compares its server, feature for feature, with products from Hewlett-Packard and Sun Microsystems.

IBM unbuttons its collar

IBM is another veteran manufacturer that has gone through some upheavals in adjusting to a downsizing world. One such change -- unthinkable a couple of years ago -- is the relaxation of IBM's severe dress code. With a nice touch of self-deprecating humor, IBM uses this to spotlight the change in focus of its $10 billion AS/400 minicomputer empire, which is now targeting the client/server business.

Under the juxtaposed "Blue jeans in the halls of IBM" and "AS/400 for client/server" is pictured a supine IBM customer who has fainted from hearing these announcements. Beneath his body is the line, "What's next, heavy metal at the company picnic?" The IBM ad goes on to explain the advantages of the new 64-bit PowerPC-based AS/400 as a server -- especially when compared to Hewlett-Packard and Compaq/NT servers.

And in Japan...

When we look at computer advertising in Japan, while there is sometimes humor, comparative advertising is generally considered a no-no. It looked like that might change a couple of years ago when DOS/V-based PC manufacturers began challenging market leader NEC. After some rivals started to issue product announcements directly comparing their latest DOS/V PCs with NEC 9801 machines, NEC went so far as to run TV ads that actually demonstrated the superior scrolling speed of a 9801 PC over an IBM DOS/V machine!

Things stopped there, though. In a culture that promotes tatemae (maintaining a composed outward appearance) and requires a competitor address even its bitterest rival with the honorific "san" (e.g., NEC-san) in public, it should come as little surprise that comparative advertising is no laughing matter in Japan.ç

John Boyd is the Tokyo correspondent for Information Week and writes the weekly Computer Corner column in the Japan Times, but he is otherwise available for hire if the fee is fat. He detests e-mail, though, so while you can bug him at 6840615@mcimail.com, don't expect an electronic reply.