This document discusses agile marketing strategies from the perspective of Picochip, a company that pioneered femtocell technology. It covers topics like product management, communications, and roadmaps. The presentation provides insights into how Picochip aligns its marketing and engineering teams to address customer needs, communicate its solutions, and plan future product releases and technologies.

2. AGILE MARKETING
PICOCHIP PERSPECTIVE
Rupert Baines
VP Marketing
Picochip
rupertb@picochip.com
Twitter: @rupert_baines

3. Agenda
 Intro
 Product Management
 Communications
 Summary
| Slide3 | © Picochip Inc. 2010 | Confidential |

4. My bio – my prejudices
 High-tech PR agency  High technology
 Product Line Manager Marketing
Analog Devices  Very B2B
 Led ADSL including first  Technically sophisticated
broadband over ADSL customers
 Pan-European  Global
competitive operator  … very global
 Venture Capital
 Exec of Picochip for 9
years
 Pioneered Femtocells
 Strong presence in 4G
| Slide4 | © Picochip Inc. 2010 | Confidential |

5. Leader in femtocells & small cells
Leadership
Shipping in volume, carrier-qualified,
field-proven, 80% market share
Bath
Widest portfolio…
from low-cost residential to highest-performing metro
>50 femtocell customers…
including ip.access/Cisco & Alcatel-Lucent
Cambridge
LTE shipping now, roadmap to SoC
Beijing
Beijing
| Slide5 | © Picochip Inc. 2011| Confidential |

6. Marketing
 “Joins things together”
 Flow in two directions
Competition
Technology
Suppliers
M Sales Customers
Engineering
Standards
Universities
Media & the market
| Slide6 | © Picochip Inc. 2010 | Confidential |

7. Marketing
 Who is your customer?
 What problem do they have?
 How much do they care?
 “Vitamin, aspirin or morphine?”
 How do you solve it?
 Why are you better than alternatives?
 Not just direct competitors, but others ways of solving it
 When do they need it?
 What is it you will do? What is it you will say?
| Slide7 | © Picochip Inc. 2010 | Confidential |

8. Agenda
 Intro
 Product Management
 Communications
 Summary
| Slide8 | © Picochip Inc. 2010 | Confidential |

9. Product Management
• The interface with engineering
• What should you make?
• “Best is the enemy of good”
| Slide9 | © Picochip Inc. 2010 | Confidential |

10. Crossing chasm
•The driving need of early adopters is
to use a solution that may not be
proven to gain a competitive
advantage over peers who are not
using it. They see what can be rather
than what is.
•"Normals," also known as
pragmatists, will use a solution only
when they find that other normies
are using it (the de facto market
leader).
This is what creates the tornado
(when the pragmatists stampede to
choose a market leader).
| Slide10 | © Picochip Inc. 2010 | Confidential |

11. Roadmaps: The art & Science
 Why do you need a roadmap?
 So people know where you are going!
“People” ?
Which people?
Why do they care?
| Slide11 | © Picochip Inc. 2010 | Confidential |

12. An Example Roadmap
2009 l 2010 l 2011 l 2012 l 2013 l 2014
PC8532 PC860x PC860x LTE
PC860x
16e OFDM HSPA+
4G WiMAX MIMO
LTE
PC500 PC501 PC50x2
PC203
PC203
32 user 64 user
HSPA+ LABS HSPA+ LABS HSPA+
PC333 PC3064
8 user 24 user 32 user Next
HSPA HSPA+ HSPA+ generation
PC312 PC323 PC3032
4 user 8 user
•Build on success
HSPA HSPA+ •Industry-leading, field-proven,
PC302 PC3008 robust PHY
•Compatibility & seamless
upgrade
| Slide12 | © Picochip Inc. 2011 | Confidential |

13. Can be more information-dense
1.4.1 1.5 1.6 1.6.1 1.6.3
22/8 12/9 31/10 5/12 6/03
PC8208
•Release 5 HSDPA Basestation PHY
Alpha Beta 7/11
10/10
PC8209 GA
β
17/4
•Release 6 HSUPA Basestation PHY
Upgrade
1.2 2.0 2.0
18/7 Alpha Beta
1.0 GA 6/2 2.0 GA
β β
PC8210 22/8 11/9
•WCDMA sniffer
1.1.1
28/11
GA 23/2
PC8211 β 30/1
•GSM sniffer
1.0 2.0
Beta Beta
β 1.0 GA 2.0 GA
PC8219 30/9
β
End Nov
•8 user HSPA
Qual Samples
Tape Out pC ES Aug
Cust
PC302 ES
• Silicon β Beta Availability 1.0
v0.1 Alpha
Interim Build
PC302 15/9 13/10 1.0 GA
Scheduled GA (Full Release)
• Software 8/12
Maintenance Release

14. Different Audiences
=> Different Deliverables
 Internal
 Engineering
 Finance: budgets & funding
 Media and wider market
 Setting a narrative for the industry
 Establishing leadership
 Product PR All of them
 Customers Selling a vision
 Product Planning
Supporting a narrative
 Competitive positioning
 “Flying a kite”
 FUD
| Slide14 | © Picochip Inc. 2010 | Confidential |

15. Three roadmaps
 Public
 Shared with media
 Released products plus “the next thing”
 What is “next” ?
Varies by company but typically 6 months out
 Primary
 Share with customers under NDA
 Share with customers under NDA
 Committed, funded
 Engineering use as working plan All of them
 2 years
 Strategic
Selling a vision
 Owned by CMO & CTO Supporting a narrative
 “Flying a kite” with key customers
 Ideas & concept
| Slide15 | © Picochip Inc. 2010 | Confidential |

16. Gather information
• Listen lots
• Gather, synthesize
• Why does “this” matter to customers?
• Listen to sales – don’t be arrogant
| Slide16 | © Picochip Inc. 2010 | Confidential |

17. Research
 Information is proportional to surprise
 “If you get an answer to this question, what
will you do differently as a result?”
 Increasingly easy/cheap eg SurveyMonkey
 Also good for PR purposes
| Slide17 | © Picochip Inc. 2010 | Confidential |

18. Agenda
 Intro
 Product Management
 Communications
 Summary
| Slide18 | © Picochip Inc. 2010 | Confidential |

19. Narrative
 Humans are story-telling anaimals
 Will look to facts to support the story
Not the other way round
 If you can set the narrative
 You force competition to explain things in your
terms
 Fight battles on your ground
| Slide19 | © Picochip Inc. 2010 | Confidential |

20. Communication (As Was)
 Mostly indirect: via sales, via Media
Customers’ Customers
End Users
| Slide20 | © Picochip Inc. 2010 | Confidential |

21. Communication - Increasingly
 Increasingly direct too: Twitter, e-shots, blogs
Customers’ Customers
End Users
| Slide21 | © Picochip Inc. 2010 | Confidential |

22. Communication
 Increasingly two-way
Customers’ Customers
End Users
| Slide22 | © Picochip Inc. 2010 | Confidential |

23. How is marketing changing?
Social Media
• Obviously, online
• Blogs
•Twitter
• You Tube
•I’m less persuaded about
Facebook for B2B
| Slide23 | © Picochip Inc. 2010 | Confidential |

24. How is marketing changing?
Data-based marketing
 Analytics
 News alerts
 Salesforce
 Eloqua
Google Trends
 “Closed loop” marketing
 E-shots Google Insights
| Slide24 | © Picochip Inc. 2010 | Confidential |

25. Gartner hype cycle
| Slide25 | © Picochip Inc. 2010 | Confidential |

26. Agenda
 Intro
 Product Management
 Communications
 Summary
| Slide26 | © Picochip Inc. 2010 | Confidential |

27. Marketing
 Who is your customer?
 What problem do they have?
 How much do they care?
 “Vitamin, aspirin or morphine?”
 How do you solve it?
 Why are you better than alternatives?
 Not just direct competitors, but others ways of solving it
 When do they need it?
 What is it you will do? What is it you will say?
| Slide27 | © Picochip Inc. 2010 | Confidential |

28. Key Take-aways
 Humans are story-telling animals
 People buy into a narrative
 Perception is reality
 Don’t believe your own propaganda
 aka Only the paranoid survive
 Think of customers
 Bottom-up, as individuals
 Why does it matter to them?
| Slide28 | © Picochip Inc. 2010 | Confidential |

29. Further Reading
 Most business books are pointless: one good idea that is
summarized elsewhere
 But if you do want some references here are some I like:
 David Meerman Scott: “The New Rules of Marketing & PR”
 … though as he says the paradox is that “the new rules” mean you should read
the blog instead
 Geoffrey Moore: “Crossing The Chasm” & others
 Crossing the chasm or later ones
 Ries & Trout: “Positioning – The battle for your mind”
 Bill Davidow: “Marketing High Technology”
| Slide29 | © Picochip Inc. 2010 | Confidential |