Calypso Technology

595 Market Street, Ste. 1800
San Francisco, CA
Phone: (415) 817-2400
http://www.calypso.com/









Insights

Calypso Technology, Inc. markets an integrated software system that financial services firms use to trade bonds, currencies, derivatives, stocks, and other financial instruments.

Within the Calypso web site, one must go very deep into a technology exposition to see a list of purported features and benefits, but these are described in technology terms, not so much about the value that they represent or offer to customers. Calypso does have a few quotes from experts (including one customer) on the home page and a link to a collection of logos of customers including HSBC, ING, Bear Stearns, RBS and Wachovia.

On their web site, solutions are structured into five market segments: global banks, regional banks, hedge funds, asset managers and other institutions, but customers are not listed in these segments. Three success stories are structured slightly differently as well: interest rate derivatives, credit derivatives and hedge funds. The Sun Trust case study is centered around interest rate derivatives. It begins to offer what interested prospects want to know with content such as benefits and testimonials.

Primary research conducted by Turner DeVaughn across a number of industries reveals:

Content and its structure do matter. In a "related" search for Calypso, Misys Banking, Data Synapse and Murex were identified by Google using their algorithms. For strong market-leading web sites, such searches normally result is a list of the nearest competitors. In comparison, research by Yahoo Finance offers the following competitors: Automatic Data Processing, Charles River Systems and SunGard Data Systems. Translation: the wrong people are coming to the site through Google searches because of what is on it.

Each section of the site — if deployed to maximize revenue — must focus on real customers and case studies that are relevant to the markets Calypso wants to serve. And ideally, user-generated content would allow Calypso to quantify its value proposition, which is completely absent from the site. Both steps would bring the score from a respectable benchmark rating of 80 to a market-leading 100. Giving customers the ability to describe the value proposition from their vantage point is essential to a sustained growth trajectory. DialogueTDNis the only web application on the market today with this benefit. Turner DeVaughn is a consultancy and integrator that drives revenue based unrealized value. This approach to market development could be deployed immediately to contribute to Calypso's top line.

Benchmark

Company name Rating i ii iii
Calypso Technology 20 10 10
Data Synapse 20 10 10
Murex 20 0 10
Mysis Banking 20 20 10
Average 20 10 10

Last updated: Saturday, December 8, 2007