Network World | November 17, 2014

Hitting Them Where They Work


Marketing battles in the platform as a service market (PaaS) are some of the most entertaining to watch in the cloud business. Two companies in particular, Apprenda and Pivotal, go back and forth at it all the time.

The latest entertaining installment involves Apprenda’s new billboard-sized advertisement. Where did the company put it? What better place than the headquarters of its chief rival, Pivotal.

The building is right down the street from the Moscone Center (home to many big tech conferences) in downtown San Francisco. While its home to the Pivotal team, it’s now plastered with an Apprenda ad.

It doesn’t end there though. The tagline of the ad is: “Apprenda is pivotal for the enterprise.” Ouch.