On April 4th, 2011, SmartBear Software enhanced its traditional focus on application testing and QA by acquiring AlertSite, a developer of application web performance monitoring and management tools. SmartBear's products emphasize the importance of managing the entire application lifecycle from code review to application profiling and automated testing for QA. By way of contrast, AlertSite is focused on synthetic monitoring and testing of web site performance. The product lines of both companies are complementary and together form a suite of applications that monitor and manage applications from inception to deployment and actual use.

This is a good move for SmartBear for several reasons. To begin, both companies have sizeable communities of users: SmartBear has a development and QA community of more than 100,000 users, while AlertSite's DejaClick has had more than 250,000 downloads, providing an opportunity to cross-sell and up-sell across both communities. While AlertSite's approach for monitoring Web performance has been resonating well with their customers, the company lacked resources to truly challenge companies that have been leaders in this space such as Gomez and Keynote Systems. Through this acquisition, AlertSite gains additional marketing muscle and research and development resources.

However, when you take a closer look into the product portfolios and strategies of these vendors, it becomes apparent that some of the key dynamics in the application management market are influencing this acquisition.

 --  The concept of a lifecycle of application performance management has been present in the market for some time and has been accepted mostly by vendors who provide solutions for application testing in pre-production. Vendors are becoming increasingly aware of the importance of providing solutions which identify how the lifecycle of application management affects both end-user experience and business goals.

This acquisition gives SmartBear opportunities that go well beyond extending their current community and creating new channels for AlertSite's products. SmartBear now has an opportunity to capitalize on market trends that call for a more user-centric approach throughout the entire lifecycle of application management. Taking advantage of these trends will require tighter integration with AlertSite's product portfolio, as well as building product capabilities that enhance their appeal to companies that are adopting a DevOps methodology.

Web performance has become critical to conducting business – nothing discourages customers or potential customers faster than poor website performance. However, TRAC's recent research shows that issues with the quality of end-user experience for websites occur 10 times more frequently than website outages. For that reason, organizations report losing twice as much revenue due to issues with end-user experience as they do for issues with site availability, proof that end-user experience should be at the core of application performance management initiatives. Including user experience in the entire lifecycle of application management should lead to better customer retention and increased revenue.

The market for Web performance solutions has experienced significant changes in 2010 and many of the trends that have been driving new dynamics in this market are expected to be even more accelerated in 2011.

Traditionally, these types of solutions have been predominantly deployed by large Web properties (media, entertainment, social networks, etc.) and organizations that are either using their websites to generate revenues or rely on Web portals to share information internally. However, changes in the way that business users are accessing corporate data are causing Web applications to became more than just revenue generating, branding or collaboration tools. In 2010 we have seen applications that are being accessed through Web browsers and delivered over public Internet become more critical beyond business-to-customer (B2C) environments, as organizations are increasingly using these applications to communicate with their employees and partners.

End-user organizations who participated in TRAC’s recent survey reported that they anticipate 11% of overall network traffic that is currently being delivered over corporate private networks to be delivered over public Internet in the next 12 months. Deployments of SaaS applications, more organizations considering and deploying Infrastructure-as-a-Service (IaaS) models and looking to achieve cost savings by leveraging advantages of public Internet are increasing the importance of managing Web performance. As organizations are becoming more dependent on the performance of Web applications they are also realizing that some of the same trends that are driving increases in the importance of these applications are also posing new performance management challenges.

New challenges of managing Web performance are forcing both technology vendors and end-user organizations to respond, which in turn is driving new dynamics in this market. Based on TRAC’s recent research, we identified ten areas that are significantly impacting how different flavors on Web performance management solutions are being deployed and managed, as well as some of the capabilities that are becoming more important in this market.

Today, Keynote Systems and dynaTrace announced a strategic partnership that would allow end-users to leverage these two solutions in an integrated fashion. This is the second strategic partnership that Keynote has created in this space over the last two months, as they formed a similar type of relationship with OPNET Technologies that was announced on July 22. These partnerships might be confusing to some, as it might seem that these three companies are essentially doing the same thing: to monitor the performance of business-critical applications. However, while Keynote is specializing in monitoring the quality of end-user experience and performance testing for Web applications from the outside of the corporate firewall, OPNET and dynaTrace provide solutions for monitoring application performance across enterprise infrastructure inside of the firewall.

The general perception of solutions for end-user experience monitoring, such as the one that Keynote is providing, is that they are very effective in identifying when business users are experiencing problems with application performance, but they are not as effective in drilling down into parts of the application delivery chain to isolate and resolve the root cause of the problem. On the other hand, tools for monitoring the performance of internal infrastructure, such as OPNET or dynaTrace, are able to monitor the transaction flow of applications across the network and into the data center, and provide a deeper dive into how applications are performing, what is causing performance problems and how they can be prevented and resolved. TRAC’s recent report “10 Things to Consider When Evaluating End-User Monitoring Solutions” revealed that the ability to integrate tools for monitoring the quality of end-user experience with tools for monitoring enterprise infrastructure is one of the key aspects of having full visibility into application performance. With that said, there is a clear value that end-user organizations can experience when products that include robust capabilities for application performance management (such as OPNET and dynaTrace) get integrated with one of the leading solutions for end-user experience monitoring from outside of the firewall (Keynote).

However, in order to evaluate a true significance of these partnerships, they should be analyzed in the context of some of the key dynamics in this market.

One of the emerging trends in IT performance management is that the proliferation of SaaS and cloud computing technologies are changing how organizations go about using and managing IT services. These trends are adding a new dimension to service level and performance monitoring and organizations are increasingly expecting a similar level of flexibility from their management tools as they are getting from their SaaS and cloud deployments. This also opens up new opportunities for management vendors to differentiate themselves from the competition and increase their presence in new markets by acquiring technologies that are well positioned to address new management challenges.

Our recent article highlighted two technology companies that are likely acquisition targets based on their technology, alignment with key market trends and the ability of their solutions to fill in technology and go-to-market gaps that larger vendors currently have. In part two of this series, we are covering two additional companies that meet the same criteria.

Again, this listing is not based on any inside information.

Over the last 2-3 years, the term “Application Performance Management” (APM) became an integral part of marketing messaging for more than 70 technology vendors. Even though solutions provided by all of these vendors are helping to improve the speed and availability of business-critical applications, these vendors are providing solutions that are significantly different. These solutions could range anywhere from network performance monitoring to application acceleration, Web management and even managed/carrier services.

However, the APM as a general concept has become relatively easy for decision makers of end-user organizations to digest, as it hits all key pain points that IT organizations are dealing with. As a result, multiple vendors were more than happy to jump on this bandwagon and position themselves as players in this space.

Other than the language in their press releases and marketing collateral, these vendors really have nothing else in common. Technology wise, how similar are the offerings of F5, NetQoS, Keynote Systems and OpTier? They are not similar at all.