Solution Marketing Lessons from the Apple iPad - Steve Robins at ProductCamp Boston, April 2011

Steve Robins  10+ years in solution marketing – Expertise in product solution and industry marketing product, – Experience: FirstBest Systems, Solution Marketing Strategies, EMC Documentum, KANA, The Yankee Group  Founder, The Solution Marketing Blog, Top-rated solution marketing blog  Inbound Marketing Certified Professional s.robins@SolutionMKT.com LinkedIn.com/in/SteveRobins1 Twitter.com/SteveRobins SolutionMarketingBlog.com© 2011 www.SolutionMarketingBlog.com p2

Why It Matters – Putting It in Perspective Overall PC sales dropping from 15% growth to 10.5% because o tab ets of tablets. Consumer laptops hit most. (Gartner 2011) Apple share will drop from 86% today to 75% as new products enter the market that Apple created© 2011 www.SolutionMarketingBlog.com p7

Apple iPhone/iPod/iPad iPhone/iPod/iPad Quarterly Shipments 2011 (Calendar Qtrs) Qtrs) 50 45 40 35 ped Million of Units Shipp 30 25 iPhone iPod 20 Ipad ns 15 10 5 0 Q1 Q2 Q3 Q4© 2011 www.SolutionMarketingBlog.com p8

Why It Matters The Chasm Main Street rsRelative % of Customer The Solution Opportunity The Tornado Tablets End of Life Early Lif E l Life Bowling Alley Innovators Early Adopters Early Majority/ Late Majority Laggards Time Technology Visionaries Pragmatists Conservatives Skeptics Enthusiasts Customers want technology Customers want solutions and convenience and performance Sources: E.M. Rogers, G. Moore© 2011 www.SolutionMarketingBlog.com p9

The Content Consumption Problem/Manifesto  I want lots of content  I want different types of content  I d ’t want to work hard to get that don’t tt kh dt t th t content  I don’t want to use different devices for that content  I want it to be easy© 2011 www.SolutionMarketingBlog.com p12

What is Solution Marketing? so·lu·tion mar·ket·ing noun sə-ˈlü-shənˈmär-kə-tiŋ The process of defining defining, educating, and providing access to complete and integrated solutions l ti that deliver value by helping customers to solve their problems.© 2011 www.SolutionMarketingBlog.com p13

Solution Complete Solution to the Customer’s Problem People • User interfaces Technology gy • Training g OEM & Partners • Support • Hardware and People • Best practices infrastructure • Domain expertise • Applications • Complementary C l t technologies Process • Integrations • Process optimization • Custom coding Technology/ Services/ • Integrated experiences Product(s)s Process • ROI studies Support Reengineering Content/ Information • Data Content/ Services • Content, documents, • Communications services, hosting Information • Support images • External data sources • Strategy • Data security, data • Project management policies li i • Risk management • Consumer /Enterprise • Custom coding • Enterprise • Integration services© 2011 www.SolutionMarketingBlog.com p16

The Apple iPad Solution  Ease of use  Integrated experience  C i di l Crisp display  Not designed for one People Accessories particular user Tablet Maps Technology/ Services/ Email Process Product(s)s Support Integrated Stores Twitter Apps/Mags 65k apps Content/ Music Store Music Information Books Photos Videos YouTube (free) Browser Books© 2011 www.SolutionMarketingBlog.com p17

Solution Scorecard Dimension Rating Comments Completeness p • People/users, fit to needs 4 Exceptional experience but users not ID’d • Process 4 Integrated; multiple stores may be confusing • Content/Information 5 Full breadth • Technology: Hardware and software 5 Excellent breadth and quality • Services & support 4 Mobile – cell, WiFi Strategy • Differentiated offering – unique in market 5 Unique • Partners: includes tech, apps, and content pp 3 Includes many techs – lacks Adobe Flash • Partner-friendly business model (win-win) 2 Evolving Low points: subscriptions, friction over book prices Total 32/40© 2011 www.SolutionMarketingBlog.com p18

Solution Marketing Strategy The 4 P’s - updated “Where can I learn more Education about it?” “How can I solve Solution Value “What is the my problem?” SEVA benefit and total Solution Marketing cost of this solution? l ti ? Access “Where can I find it? Where it?” Solution Marketing answers 4 customer questionsDerived from SIVA model, Dev & Schultz © 2011 www.SolutionMarketingBlog.com p21

Solution Marketing Education Education – Message Customer: “Where can I learn more about it?” Where it?  Message – It’s About Relevance –Speak the customer’s language –Business benefits, not technical features  Match the message to the reality  Create a dialog with the market© 2011 www.SolutionMarketingBlog.com p22

Value Value = Benefit - TCO Value- Value-Based Pricing Assume that vendor charges fair price for features provided Business Benefit ($) Lost revenue Customer Benefit Benefit Unneeded features Customer Benefit Benefit Price B Customer Customer Benefit Benefit A B C D High Value Fair Value Poor Value Fair Value Lost software Price matches Unneeded Price matches revenue benefit features benefit Solution use-case drives benefit and value use case© 2011 www.SolutionMarketingBlog.com p23

Solution Marketing Access Access Customer: “Where can I find it?” Where it?  Customer-friendly sales: y – Where, when how the customer wants to buy  iPad: access to iPad device as well as apps, content© 2011 www.SolutionMarketingBlog.com p24

Solution Marketing Scorecard Dimension Rating Comments Education and Engagement • Relevant, targeted message 5 User-speak, not tech-speak • Message matches reality 5 User experience is consistent with reality • Company engages in dialog with the 4 • Apple speaks with its actions • Apple SVP Prod Marketing ranked as top market social CMO • Minimal social media • Heavy on branding, experience •U Uses right channels t reach th audience i ht h l to h the di 5 • Message reaches market broadly Value • Customers willing to pay solution price 5 • Does not include low-value features 4 Apple is leader in spare design • Does include features customers want 4.5 • Price is profitable to the vendor p 5© 2011 www.SolutionMarketingBlog.com p25

Solution Marketing Scorecard Dimension Rating Comments Access • Product available through channels 3 convenient to customers • Solution components available through p g 5 convenient channels • Sustainable business model for partners 3 Tradeoff: volume for lower profit • Partners offer quality products 5 App certification program Solution Marketing 53.5/ 60 Solution 32/40 Total 85.5/ 100© 2011 www.SolutionMarketingBlog.com p26

Thank You Steve Robins s.robins@SolutionMKT.com LinkedIn.com/in/SteveRobins1 LinkedIn com/in/SteveRobins1 Founder Solution Marketing Blog Twitter.com/SteveRobins SolutionMarketingBlog.com www.SolutionMarketingBlog.com© 2011 www.SolutionMarketingBlog.com p28

Solution Marketing Lessons from the Apple iPad - Steve Robins at ProductCamp Boston, April 2011

by ProductCamp Boston on Apr 03, 2011

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Solution Marketing Lessons from the Apple iPad - Steve Robins at ProductCamp Boston, April 2011 — Presentation Transcript