The following deck gives a sense of the internal analysis of where Geneva played in the market circa 2005. This was developed after (1) multiple start-up initiatives to commercialize the asset, (2) decisions by IBM to not make it a program produce, (3) an attempt to divest of the product to other vendors. So this analysis characterized many of the unique properties of the asset.
More about this time can be read in Balancing Act: A Practical Approach to Business Event Based Insights. Specifically, look at Chapter 56. Walkabout.