High Tech Marketing

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High Tech Marketing

• Prof. Mitchell Tseng
• IELM538

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The "lens" model, showing attributes relevant to
designing products for customers.
(Image by Prof. John Hauser.)
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(No Transcript)
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Technology Adoption Life Cycle
Early Adopters
Early Majority
Late Majority
Laggards
Innovators
Geoffrey A Moore. Crossing the Chasm.
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Technology Adoption Life Cycle
Geoffrey A Moore. Crossing the Chasm.
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Innovator, the technology Enthusiasts

• Appreciate technology for its own sake
• They want the latest and greatest technology
• Willing to tolerate the inconvenience of
  inadequate infrastructures
• Willing to contribute extra efforts and resources
  to make the new systems work
• pushing the edge of the envelope
• Have the interest to learn about the technical
  details
• Industry colleagues look up to their assessment

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Where to find innovators

• Often sit in the advanced technology department
• They spend time in bulletin board
• Organize/Attend user meetings
• No need for packaging, fancy advertizing
• They ask for free demo/ tryout copies, read
  brochures

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Dealing with Innovator

• Proud to be the show case
• They want the truths without any tricks
• They want to get access to the most knowledgeable
  technical persons (problems??)
• They are willing to sign non disclosure agreement
  and give feedbacks early in the product life
  cycle.
• Let them know that you implement the
  (appropriate) improvements
• Their budget is often limited, they want it cheap

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But, the innovators

• Dont buy a lot
• Not powerful enough to dictate the buying
  decision
• They debug
• They open doors to the big boss

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Technology Adoption Life Cycle
Geoffrey A Moore. Crossing the Chasm.
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Early adapters

• They are the visionaries
• They match the new technology to a strategic
  opportunity
• They have the temperment to translate that
  insight into a high visibility, high risk project
• They have the charisma to move the rest of
  organization to buy in
• They can the multi million dollar budget approval

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Where to find early adapters

• Recent entrants to the executive ranks, highly
  motivated and driven by a dream
• A business goal not technical goal
• Taking a quantum leap forward in how business is
  conducted
• High degree of personal recognition and reward
• You dont find them, they will find you (though
  technology enthusiastic).

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Dealing with Early Adapters

• They see the potential for an order of
  magnitude return on investment
• They typically have budget to fund up front money
  for additional development
• They usually more than willing to serve as highly
  visible references
• Visionary like project orientation (but vendor
  needs product orientation)

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But, Early Adapters

• Hard to please, getting closure is next to
  impossible
• Visionary is in a big hurry
• Managing expectation
• Each phase is doable
• Synchronize with productization plan
• Concrete ROI

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Overcome the EA Market Issues

• The company simply has no expertise
• Sell the visionary before it has the product
• Marketing falls prey to the crack between stages

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Technology Adoption Life Cycle
Geoffrey A Moore. Crossing the Chasm.
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(No Transcript)
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Niche focused approach

• Recruit and fulfill partners is a resource
  intensive management
• Support is very important, it requires the
  attention of key people.
• Product commitment must be strategic
• Leverage over multiple sales
• Sales-driven approach must be avoided

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Building up

• Establish a strong word of mouth reputation among
  buyers.
• How to develop them?
• Segment, segment, segment
• Beyond niche

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• Being a professional is doing the things you love
  to do, on the days you dont feel like doing
  them.
• Julius Erving