Serena: a difficult reinvention

Serena: a difficult reinvention published by Ovum, Ltd. in August, 2008. This report consists of 15 pages and the price starts from US $ 1400.

Introduction

Abstract

In early July 2008, software configuration/change management (SCM) then application lifecycle management (ALM) specialist Serena released one of its latest pre-built ‘business' mashups, which, despite the name, focuses on the IT-centric problem of application release management. In the summer of 2008, Serena plans to release its entire Serena Business Mashup suite. This provides Ovum with an opportunity to take a step back and look at the way Serena is currently trying to reinvent itself, not just as a ‘business mashup' , but also as a software-as-a-service (SaaS) and project and portfolio management (PPM) provider, among other things. Overall, we doubt that Serena has and does what it takes to become one of the top SaaS tool and/or business mashup providers.

Table of Contents

• Key messages

• Serena is still struggling to establish its ALM credentials
• Serena is right to pull itself together
• Its problem is no longer poor execution but poor strategy
• The company is going in too many directions

• From SCM to ALM: a difficult transition

• Serena first reinvented itself via acquisitions
• Serena has done well on many fronts
• But difficulties have slowed the company down

• Serena reinvents itself again and pulls itself together

• Using the SCM cash cow, as usual, but without acquisitions
• New delivery model: SaaS
• A new attitude
• Seeking expansion in a variety of markets

• From ALM to mashups: an awkward transition

• Serena has big mashup ambitions
• Need to connect new mashup and old ALM ambitions

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