Last week, I reported on this space about the sale of Kira to Litera and the intention to release a standalone product for corporate lawyers under the Zuva brand. The media release emphasized that Kira technology would continue to be operated and developed under the new umbrella.
Somewhat surprisingly, UK vendor Luminance responded with an aggressive campaign urging existing Kira customers in the legal sector to switch, portraying the Kira-sell in a distinctly different, negative light. One could read from the Luminance press release that it was a child disposal, the fact that the existing management would perform a strategic advisory function was left unmentioned.
Several media are now asking what drove Luminance to this activity, and who actually benefits from bad campaigning. On the one hand, this is coffee-bag reading, because without knowing the reactions of the customers, one will not come to a conclusive answer. In any case, the commenters seem to assume that Luminance itself will come out of this damaged. However, I think that the issue shows the enormous pressure that even established legaltech companies are under. Is it the concern of falling behind in development resources? Is it fear that their own customers will switch to Litera's comprehensive software solution because they appreciate the all-in-one concept? - Everything is possible
