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    For further information please contact:

    André Labadie/Giles Fraser
    Brands2Life
    Tel: +44 207 592 1200
    Email: andre@brands2life.com
    Industry Quotes
    Claudia Imhoff, Intelligent Solutions
    "Both Andy Hayler and Dave Waddington bring great depth of experience to bear on the master data management market, helping to break new ground in its early development. They possess true hands-on experience in a way that few analysts have, and their writing is well respected in the industry."

    Steve Lerner, Head of Marketing of a division of Merial
    "I have known Andy Hayler for several years, and have not met his equal in the MDM field. He has the strongest grasp of both the science and of the art of master data management that I have ever been exposed to, and brings years of practical experience in the application of that blend of knowledge to solve client problems."

    Justin Speake, CEO of Bloor
    "We are pleased to be working with the Information Difference, whose founders are pioneers in the MDM industry; we have experience already of working with Andy and believe he offers great insight into the MDM market."

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    Master Data Management Pioneers Launch ‘The Information Difference’

    Kalido Founder and Ex-Unilever Chief Systems Architect Found Specialist MDM Strategic Advice and Research Firm


    London, UK - 13th May 2008: The Information Difference, a strategic advice and research firm dedicated entirely to Master Data Management (MDM), launches today. Founded by two of the most experienced practitioners in the MDM industry, the Information Difference will enable companies to get the most value of their MDM projects by providing in-depth, independent analysis of MDM vendors, conducting primary market research, and producing white papers on the latest trends and best practice in the MDM market.

    MDM is one of the fastest growing of all enterprise software markets, with year-over-year growth from 2008 to 2010 expected to be over 50% [1].

    The Information Difference is truly different in that its founders, Andy Hayler and Dave Waddington, are genuine industry pioneers, with long and practical hands-on experience developing MDM software and overseeing major implementations respectively. Hayler was principal technology consultant at Shell, became global practice manager for information management there and went on to found Kalido, one of the very first vendors to produce an MDM product. Waddington was Chief IT Systems Architect for Unilever's two Food Groups in Europe, a leader in MDM at Unilever and has become a noted authority in the field. He was formerly VP and Research Director at Ventana Research, and has recently advised on several of the largest MDM projects in the world.

    Industry reaction to the formation of the new company has been positive. Claudia Imhoff, one of the world’s foremost experts in information management, commented: "Both Andy Hayler and Dave Waddington bring great depth of experience to bear on the master data management market, helping to break new ground in its early development. They possess true hands-on experience in a way that few analysts have, and their writing is well respected in the industry."

    Steve Lerner, head of marketing of a division of Merial, the leading animal health company, said: "I have known Andy Hayler for several years, and have not met his equal in the MDM field. He has the strongest grasp of both the science and of the art of master data management that I have ever been exposed to, and brings years of practical experience in the application of that blend of knowledge to solve client problems."
    From the outset the Information Difference is having an impact. The Information Difference has announced a partnership with Bloor Research, the leading European analyst firm. Enhancing Bloor’s coverage of Data Management, the two firms will collaborate on joint research in the sub domain of master data management (MDM), including the production of regular Bloor MDM market updates.

    Justin Speake, CEO of Bloor, commented: "We are pleased to be working with the Information Difference, whose founders are pioneers in the MDM industry; we have experience already of working with Andy and believe he offers great insight into the MDM market."

    Andy Hayler, CEO of the Information Difference, added: "Having already collaborated with Bloor on a number of projects, it is great to cement this relationship. Bloor is the most respected European analyst firm with a reputation for independence and high quality analysis; we make a terrific team."

    The Information Difference has developed detailed vendor profiles of each of the major players in the MDM market, enabling enterprises to quickly get up to speed on the market and to help in drawing up appropriate vendor shortlists. Details can be found on www.informationdifference.com

    What is Master Data Management?
    Master data is data that is shared between computer systems such as customer, product, asset, location or contract. The management of this data is known as master data management.

    For more for information about The Information Difference, please visit www.informationdifference.com

    Press contact:
    André Labadie/Giles Fraser
    Brands2Life
    Tel: +44 (0) 207 592 1200
    Email: andre@brands2life.com

    For Andy’s thoughts on the software industry, please visit www.andyonenterprisesoftware.com

    About Bloor Research (www.bloor-research.com)
    Founded in 1989, Bloor Research is one of the world's leading IT research, analysis and consultancy organisations, delivering research and analysis to IT user and vendor organisations throughout the world via online subscriptions, tailored research services and bespoke consultancy projects. Bloor Research’s research and analysis have been acknowledged by the world's press, other industry analysts and commentators as some of the most authoritative work ever produced on computing and business issues. The accuracy and integrity of its research and its impartial conclusions have earned Bloor Research international acclaim.

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    1 Forrester Report, March 2007