These days in Silicon Valley, the war of words among big cloud software vendors starts at the airport.
Case in point: As NetSuite partners and customers arrived Sunday and Monday for the business software vendor's 2015 SuiteWorld conference, they were met by ads from rival vendors strategically positioned throughout the airport in San Jose, Calif.
A banner for FinancialForce -- a system built on the Salesforce platform -- waved above a security checkpoint and knocked certain clouds as "NotSuite." A roaming FinancialForce vehicle-mounted ad also circled the convention center hosting the NetSuite conference.
Going down the escalator to baggage claim, visitors passed under a sweeping display from Intacct, another NetSuite competitor in the financial management and ERP arena.
FinancialForce, which offers close integration with Salesforce, taunted in its airport adverts: "ERP FrankenClouds are NotSuite" next to a picture of the famous monster cobbled together from human parts.
It’s a message that reveals much about where these vendors see the current battle lines in the escalating enterprise software war: Who can seamlessly integrate their diverse business systems into one comprehensive offering?