Over the years, a number of companies have become synonymous with certain technology markets. These are companies that have been the primary evangelists for a market and are typically the technology and/or share leaders. Examples of this are F5 with Application Delivery Controllers and Aruba Networks in wireless LAN. In the WAN optimization, Riverbed is that vendor. The company has had its way with WAN optimization for over a decade now, has over 50% market share and has been a leader in Gartner’s Magic Quadrant for WAN optimization for seven years running now.
However, while being a de facto standard has many advantages, it often makes it a challenge to move into adjacent markets. Blue Coat is a great example of a company that become known as a great security specialist, but struggled to establish itself in the WAN optimization market. This has been Riverbed’s struggle over the past few years. The company has acquired companies like Mazu, Opnet and, my favorite, Zeus, to move into new markets, but has struggled to grow its share in these areas.