marketing disruptive technologies - reading geek night download
TRANSCRIPT
READINGGEEK NIGHT09.08.16
Presented by Ruben Bell
Early Adopters
Innovators
Market Share100%
Early Majority
Laggards
Late Majority
Pragmatists
Skeptics
Conservatives
Market Share100%
Visionaries
Tech Enthusiasts
So what the hell is a ‘disruptive technology’?
The world’s largest taxi company
owns Zero vehicles
The world’s largest accommodation provider owns
Zero real estate
The world’s most valuable retailer
has Zero inventory
The world’s most popular media owner creates Zero content
Figure out which market you want to be in
Find out who your market really isValue map your market
Segment 1Applicatio
n 1
Segment 1Applicatio
n 1
Segment 1Applicatio
n 2
Segment 1Applicatio
n 2
Segment 1Applicatio
n 1
Segment 1Applicatio
n 3
Whole Product
Customer references
Understand your market
Segment your market
Understand your marketFounded in 2005 and floated in 2015
Targeted businesses but specifically law firms and investment firms that handled sensitive information
Became HIPAA compliant
As of 2014 40% of the Fortune 500 were paying Box customers
Find out what your customer’s goals are
Look at your potential customer’s business, what are they trying to achieve?
Don’t just look at what your customers want from your product.
Where are they going?
How does your product fit in to their value chain?
Complete your product and ways of working
Core product
Core product
Core product
V0.1 V1.0 V2.0
V2MOM
Complete your product and ways of working
Awareness
Consideration
Purchase Service Loyalty
Managed touchpointEarned touchpoint
ATL Advertising
WOM
Brand
Online display
Search
PPCWhite papers
Landing page/Initial contactReputation
3rd Party links
Direct contact
Store/Branch/Representation
Agent/Broker
Available information
Commercial process
Delivery Community
Implementationreview
Add-ons
Account Management
Cross-selling
F2F interactions
Feedback loop
Loyalty/Reward program
Partnership program
[Digital touchpoints]
[Digital touchpoints]
The Lego customer experience wheel
Success storiesLarge market completely new business model ‘on-demand’
Focused on small businesses with simplified pricing and low-risk implementations
Employed feedback loops to develop the product
Minimised barriers to adoption with pricing based on a per-user basis but also functionality tiers
Exceptional cross-selling with revenue from top 100 customers growing 600% over 6 years
Became disillusioned with waterfall and stopped development for 3 months to train 200 engineers across 30 teams in agile development
Success stories
Targeted an increasingly prevalent issue as X86 servers were built with more and more power but software developments weren’t keeping up
Enabled IBM to sell more of their increasingly powerful hardware by solving IBM’s end-user issues
Such a large customer provided a great point of reference and provided the comfort the pragmatists needed to purchase ESX
Delivered tangible benefits
Not so successful stories
Good technologically
Picked up by technology enthusiasts
No clear use-case
No real product launch
No defined message
Prolonged release far too long until eventually interest started to wane
Cool concept, but what problem was it solving and at what price?
Lack of developed content
A large number of users didn’t like having to wear/dish out glasses to watch TV
Rushed technology meant that content and producers were often immature resulting in a large swathe of poor quality content for early adopters
Useless as a storytelling tool
Not so successful stories
On the precipice
Technically just across the chasm
Revenue has increased from just over $200m in 2011 to over $4bn in 2015
Tesla Model 3 due to break the ‘early adopter’ phase of electric car consumerism
Now execution of orders in 2017 (US) and 2018 (UK) will be key
Riding the energy trend ‘supercapacitators’ are the new source of power for battery powered devices
Launched in February of this year at a retail of $149 the product claims to be able to charge devices such as mobiles, laptops, cordless appliances and even electric vehicles in under 5 minutes
Pre-sales in 70 countries
Series A investment of +$20m
Aims to replace the lithium-ion battery inside mobile phones eventually
On the precipice
Docker is creating an entirely new industry ‘containers’
These containers simplify development and deployment in line with agile methodology
All the big cloud providers support docker and adoption is speeding up
A new way to build applications
Lego-like plugin architecture
Secured a large number of well-known users and contributors
On the precipice
A few simple tricks
The Car Marketing and process audit
What are you doing with feedback
Don’t oversell and underdeliver
Thank you, Questions?