E37: SeMI & Open-Source AI-Based Database Technology

Branding

The strategic decision to create distinct brand identities for SeMI Technologies and its project, Weaviate, is a calculated move to establish a strong market presence. Bob van Luijt explains the choice between a "branded house" and a "house of brands," opting for the latter to allow for future expansion beyond Weaviate 1. This approach mirrors companies like Unilever, where the parent brand is less known than its individual products.

We want to make a distinction between the project and the company. And that's literally what you see on the Weaviate website.

--- Bob van Luijt

This separation helps in positioning SeMI Technologies as a broader entity focused on open-source AI infrastructure, with Weaviate as just the first of many potential projects 1.

   

Market Strategy

Educating the market about Weaviate's capabilities without pigeonholing it into a specific use case is a key strategy for SeMI Technologies. Bob emphasizes the importance of not confining the database to a narrow definition, which could confuse potential users 2. Instead, the focus is on highlighting the diverse applications of the technology, fostering a broader understanding.

If you try to build a new category, do it, because the rewards will be bigger than if you don't.

--- Bob van Luijt

By positioning Weaviate as a new category in the database market, Bob believes that the company can reap greater benefits and establish a unique market position 3.