Serena: a difficult reinvention

Table of Contents

• Key messages

• Serena is still struggling to establish its ALM credentials
• Serena is right to pull itself together
• Its problem is no longer poor execution but poor strategy
• The company is going in too many directions

• From SCM to ALM: a difficult transition

• Serena first reinvented itself via acquisitions
• Serena has done well on many fronts
• But difficulties have slowed the company down

• Serena reinvents itself again and pulls itself together

• Using the SCM cash cow, as usual, but without acquisitions
• New delivery model: SaaS
• A new attitude
• Seeking expansion in a variety of markets

• From ALM to mashups: an awkward transition

• Serena has big mashup ambitions
• Need to connect new mashup and old ALM ambitions