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科技市场

X27\u 1\u技术\u市场\u 9601.jpg技术市场的特点是,供应商、开发商和最终消费者之间的关系变化迅速,关系复杂,规模和定价面临挑战。技术市场的一个不寻常的特征是网络效应,它将平台、开发者、广告商和消费者作为一个相互支持的生态系统结合起来。

This means that a specialist approach is needed to understand how to develop the appropriate1mantbex 在与供应商和开发人员建立关系的同时,赢得并留住消费者对消费者尚未理解的产品的期望。

技术和科学市场是我们非常熟悉的领域。我们定期将项目进行软件,在线服务和设备和仪器,以识别市场潜力,用例和占用的关键因素,特别是使用1manbext to test new features and concepts before development.

从战略发展的角度来看,技术市场是一个挑战,因为它们是:


流动与动态

The impact of technology over the last few years has been so drastic, that it can be difficult to remember a time without mobile phones, computers or digital cameras. But it's not just technology that changes, the competitive environment does to, with competitors merging and new ones popping-up continually.

对于市场人士来说,尽管如此令人兴奋,但这种快速的变化使得长期规划变得更加困难,意味着你需要专注于建立稳定的区域。这种稳定性通常来自于通过关注客户的需求和专注于提供他们想要的服务,与客户建立长期的关系。

As the market evolves though, the business needs to progress. Online, customer are fickle and often able to change with low barriers to switching, or moving to new or alternative platforms. However, great care is needed in evolving platforms as unwanted or unexpected changes can be a catalyst for switching.


Highly network dependent

技术市场也依赖于网络。通过网络在这里,我们不是在谈论计算机网络,但关联网络 - 人与公司之间的联系。

Typically a technology product or service is highly dependent on having other technology around too (see below). For example mobile phones need masts and handsets, computer servers need routers and hubs, which in turn means there is a need for someone to integrate the systems together and to get the software working across these devices, and to create services for developers and third parties.

因此,成功地开发市场不仅仅意味着满足客户的需求。这也意味着看你如何适应你所在领域的其他公司。你是否有一个明确的网络位置,或者你是孤立的?您是否得到其他供应商的支持,如顾问、其他软件公司、硬件公司或服务公司?

随着你的成长,建立人际网络关系可以极大地增加你对客户的价值,而且人际网络很难复制——例如,网上的酒店网络booking.com网站,或Uber的驱动程序网络。

这些网络意味着营销必须为供应商、合作伙伴以及最终用户服务,需要进行规划和协调,以管理不同群体之间的发布和信息。


Infrastructure reliant

如上所述,技术之间高度依赖。因此,为了进入市场,您需要了解支持您的技术的基础设施的级别。

For instance for an area like Netflix or video on demand relies on the presence of fibre optic cabling, huge video servers, billing systems, licensed film content, advertising networks and subscription systems. Some of these emerge separately from the company. However, the business has to ensure the other elements are in place first.

在一个企业环境中,你可能还需要知道在技术方面已经存在的东西,但也可能是在企业结构、文化和现有知识方面。例如,如果您销售的是基于云的系统,那么不仅是它们将如何连接到公司网络,而且还包括有什么样的结构来确保它们得到备份或服务,以及由谁来培训用户,如何使用访问和数据存储,以及以合同形式如何管理隐私和机密性等因素。一旦使用了一个基于云的服务,第二个问题就是如何链接到其他基于云的服务——例如,基于云的CRM系统如何链接到基于云的帐户系统。

Thus the infrastructure requirements and linking of technologies develops continuously.


Knowledge and learning lags

过去的情况是(现在可能仍然是这样),人们的产品今天使用are at least two years behind what is available tobuy today,当你在的时候今日设计products for launch in two years.

因此,您的工程师正试图设计的产品至少比一般客户的经验提前四年。在技术市场上,四年是很长的一段时间。从互联网的角度来看,这一时间段可能已经缩短到12个月,但保持领先地位会让我们更难知道客户想要什么。

由于客户的市场观和工程师的市场观之间存在这种差距,因此需要认真找出客户真正想要的是什么,以及哪些仅仅是投机性的愿望清单项目。特别是,对客户的行为和用例有很好的理解,可以判断如何推动技术进步。

However, although customers are behind engineers in terms of technical development, they quickly become far more adept at learning how to use and implement the technology successfully than the design team. Although your engineers know what is technically possible, after some time your customers become better at implementation and management of the technology. They develop fixes and workarounds that should be providing your engineers with the clues they need to take the development further. These then drive further network effects.


购买价格只是成本的一小部分

When customers first purchase technology, they tend to worry about the cost of the purchase and what the technology will do. In some cases the cost of the purchase will be zero.

由于该技术在整个组织中推出,该技术的价格与培训,支持和整体管理成本的成本相匹配。

例如,在单个平板电脑/笔记本电脑上加载升级可能需要5分钟。但是如果你在整个组织中有1000人,那么完成升级需要将近12天的时间。

因此,客户需要随着时间的推移而改变,因为他们的工作模式使技术适应他们的情况。尤其是他们的需求变化。一开始就有一些他们想要的东西something to do the job. 后来他们需要更多的用户易用性降低培训成本。他们需要更多的东西易于管理以减少支持成本和停机时间。

在工作中我们甲型肝炎e done, this pattern is as true for everyday items like telephones as it is with computers. Consequently from a design and communication point of view, there is a change from features to get the job done, towards service and getting the job done simply.


Scale and ramp up

The final challenge from technology markets is the the hurdle of scale, particularly for software.

In most other markets, products require little or no service element (eg toys, music, clothes) and a product typically has a long lifecycle (a model of car is expected to have a life of 7-10 years).

在技术市场中,产品的生命周期很短,通常有一个更大的服务要素,产品往往是真正的创新,从无到有地建立新的市场部门。

Consequently, there is a two edged sword: high potential for success, but a sheer problem of scaling up quickly enough to keep all customers happy while being faster than competitors to establish a leading market share position, and making sure you have enough cash. If a business does not have a leading share position as the market matures, it simply will not be able to survive as the competitive shake-out takes place.

Essentially this is the problem that all Internet companies have faced as they have scaled up. When the shake-out came, those that have not met customers needs are not able to deliver the profits. A number of the famous cases spent a disproportionate amount promoting themselves and not enough getting the service or offering right in order to keep happy customers and to build profitable market share.

Finding defendable positions, building start up plans, and then acquiring sufficient resources to be successful requires a clear perspective on the customer, the use-case and the way to fit this into current technology networks and infrastructures.

有关技术市场营销方面的帮助和建议,请联系info@dobney.com


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