Strategic analysis of ABC Systems and its potential future product

ABC Systems Limited is a provider of data communication software. Its main product line is protocol conversion software. ABC has developed several other products including some hardware products, but the main success remains the protocol conversion software developed over 10 years ago. The company is having difficulties discovering and developing a profitable and achievable new product and target market. The need for the protocol conversion software is diminishing as the standard of TCP/IP is adopted in the data communication networking industry. Without a new star product, the future of the company is at stake. This paper proposes a niche market product that uses ABC's transaction network experience and complex event processing technology and applies it to a Business Activity Monitoring software product. The proposal is consistent with management preferences and allows ABC to be part of an emerging market.