IT strategy - Shoot the dog, miss the point.

(From Financial Director)

Byline: Tom Berry.

Craig Conway, flamboyant CEO of Californian enterprise resource planning vendor PeopleSoft, isn't usually shy about slamming the opposition - as rival Oracle's recent hostile takeover bid for PeopleSoft has emphasised.

In July, Conway, a former friend and protege of Oracle CEO Larry Ellison, described Oracle's plans for PeopleSoft as, "Like me asking if I could buy your dog so I can go out back and shoot it." Ellison went on the offensive: "If Craigy and Bear (reportedly Conway's dog) were standing next to each other, and I had one bullet, trust me, it wouldn't be for the dog," he said.

But Conway's opening address to analysts and press in New York in September was remarkable in its lack of jibes and digs at rivals - cursory mentions of Oracle were confined to the question and answer session.

Conway's recent, more measured approach to corporate communications is due to two factors. First, PeopleSoft finally managed to acquire rival ERP vendor JD Edwards for $2bn in July after rushing the deal through.

Conway needs to convince the business community and customers that PeopleSoft can pull off the integration. Second, PeopleSoft has fought off the worst of the threat from Oracle's hostile takeover bid.