New Relic goes old school, wooing enterprises, partners at FutureStack


New Relic joined the race to embed the words "enterprise" and "partners" in its product offering and marketing materials as it kicked off its FutureStack conferencein San Francisco, with the software analytics vendor unveiling a slew of new capabilities in its Software Analytics Cloud.

Its Open Cloud Platform gets MongoDB Enterprise support for Ruby, "with other language agents to follow." It also gets a new Alerts API, to tighten integration with the likes of Puppet and Chef.

Sticking with the API theme, its APIs are now in one place – API Explorer – while it has also added an option for teams to issue separate API credentials for each account administrator.

New Relic Synthetics gets "Private Locations," a VMware virtual appliance allowing users to set up synthetic monitors in any location. Synthetics has also been added to New Relic's mobile App, and the vendor has launched a beta of Version Trends for New Relic mobile.

Interestingly, New Relic chose to say it was embedding "Analytics Across Product Line for the Modern Enterprise" in the headline for its press release, before barely mentioning the e-word again.

However, New Relic is not the only firm in this space that seems to have developed an urge to target boring old cash-rich "enterprises," as well as fast-moving, agile, but sometimes cash-burning startups.

A number of vendors in what you might call the DevOps space have recently told us that "enterprises" are increasingly in their sights. New Relic recently appointed Citrix and SAP alumnus Robson Grieve as chief marketing office.

Things became even more reassuringly old school with New Relic's announcement that it had set up a formal partner program, bringing together its existing alliances with cloud vendors, as well as creating a space for ISVs, MSPs, and resellers.

It's almost as if the new wave of software vendors is pillaging the playbook of the traditional enterprise software vendors. Before you know it, instead of just taking your lead from a few Twitter pals and whipping out a credit card to buying your services online, a well-fed salesman squeezed into some expensive jeans will be knocking on your door offering to take you to lunch to discuss digitalization. You have been warned. ®