From: thomsen@spf.trw.com (Mark Thomsen)
Newsgroups: comp.sys.next.misc
Subject: Re: Mission critical apps
Date: 10 Apr 92 19:43:49 GMT
Organization: TRW Inc., Redondo Beach, CA

John G Shirlaw writes
> Steve Jobs and NeXT in general use the phrase "Mission Critical App" a lot as
> they see it as there main advantage
> 
> I always have problems with deciding quite what this phrase actually means...
> any one got a good example explanation and/or examples...preferably ones that
> don't include the financial sector and or DTP.

Excuse me for slinging lingo, but it all sort of fits together. Since my  
business (along with 7000 close buddies here at TRW) is mission critical  
applications, I think I can answer this. Take a deep breath ...

The government refers to a project focused on an end goal or an established  
process as a mission. Recall NASA Mission Control and the Apollo Moon Mission.  
I think NeXT picked up this phrase from the government. Mission critical  
applications are those that are sort of unique to the mission at hand, and are  
(of course) critical to it's success.

In the days before VisiCalc and the big commercial software industry,  
practically all end-user software was a) system software or b) mission-specific  
software. Today commercial software is a big volume. The old mission-specific,  
semi-custom or completely custom applications have to be distinguished. They  
used to be just called 'applications'.

Two candidate names are 'custom applications' and 'mission critical  
applications' ... more or less referring to the same things. The former name  
emphasizes the process through which the application is produced (vs. a  
commercial application - one that is bought and used without further paying a  
software developer). The latter name emphasizes the importance of the  
application to the end-user/organization (vs. something merely helpful or  
entertaining).

So NeXT is referring to applications that are not bought and used, but that are  
developed unique and specific to a mission at hand. The value of NeXTstep is  
that applications can be built much faster, provided the right objects and kits  
are available and a skilled developer is on the job.

To emphasize the value of this difference in development time NeXT uses  
'mission critical application'. Clearly your mission suffers if you don't have  
*that* application! If they used the term 'custom application' then a lot of  
potential customers would have to think about time, money, and need; and arrive  
at the time-is-critical equation. Not much thought, but remember what  
positioning and marketing are really all about - making it easy to make the  
right decision for you. If your application is critical to your mission then  
NeXT might just be the right approach. If compatability with already purchased  
and used equipment (or other considerations) are more important than getting  
the application done then NeXT might not be right.

NeXT did not invent a new term or a new type of application - they are just  
positioning their marketing so some people can more easily decide that NeXT is  
the right computer for their needs. My personal opinion: I wish there was a  
better name for the same positioning, but the positioning is the correct one  
for NeXT's value relative to the options in the marketplace.

Mark R. Thomsen
Newsgroups: comp.sys.next.misc