marketing for cloud based    businesses:    do regional differences    matter?          Dr. Ute Hillmer          17th Apri...
1.              technology product lifecycle or:                  why focus??  2.              diffusion of innovation  3....
Dr. Ute Hillmer is… an expert in marketing and promoting technology products, especially innovative hard- and software pro...
an idealized technology product lifecycle                      Disruptive Innovation                                      ...
diffusion of innovation varies…  Marketsize                                                          Time                 ...
Why do certain                       innovations diffuse much                            faster than others?    Why do cer...
new disruptive technology … changes how we do things thus we have to change how we do things...17.04.2012 Dr. Ute Hillmer
technology life cycle and its buyercategories     Market size   Innovators             Early     Early             Late   ...
technology life cycle and “the gap” or:why you should focus     Market size   Innovators             Early     Early      ...
mainstream behaviour Marktgröße                                             Increasingly                                  ...
individualistic behaviour Marktgröße                                                Increasingly                          ...
things to remember17.04.2012 Dr. Ute Hillmer
stereotype behaviour isuniversal17.04.2012 Dr. Ute Hillmer
start by focusingon 1-3 niches17.04.2012 Dr. Ute Hillmer
an advantage for one                             individual, a thread for                                    another !17.0...
- segment your customercommunication to accommodatethe differences!17.04.2012 Dr. Ute Hillmer
when your technology dramaticallychanges human behavior -be prepared, …17.04.2012 Dr. Ute Hillmer
the majority of the market mighthesitate to buy for a long timebut when the new way of doingthings gets accepted, everybod...
what you are familiar with, will be easieraccepted by the mainstream– even if the link is more than vague!17.04.2012 Dr. U...
Intel, mobile devices and 野比 のび太野比 のび太Nobita Nori of theDoraemon Manga withhis dōgu “doko demodoor“, the “go-anywheredoor“...
search for local familiaritiesand wrap it in a story    What you are familiar with, will be easier    accepted by the main...
Use the different personality profiles inyour customer dialog:visionaries as visionaries,pragmatists as pragmatists17.04.2...
early adopters = visionaries MarktsizeInnovators            Early       Early      Late      Laggards   Time              ...
early majority = pragmatists MarktsizeInnovators            Early       Early      Late      Laggards   Time              ...
in 17.04.2012 Dr. Ute Hillmer
don’t forget tolook outside theboundaries ofrationality,                 despite the                             economict...
Subjective Construction of Reality                      Each individual sees the world                      through subjec...
so,    do regional    differences    matter?17.04.2012 Dr. Ute Hillmer
17.04.2012 Dr. Ute Hillmer
Dankeschön!17.04.2012 Dr. Ute Hillmer
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technology marketing: do regional differences matter?

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Selling high-tech products is not easy.
Being in a global marketplace, e.g. with a cloud based service, the question is: can I do one kind of marketing for all regions? Or do regional differences matter?

The presentation gives some basics and 5 key points to remember.

Published in: Business, Technology
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technology marketing: do regional differences matter?

  1. 1. marketing for cloud based businesses: do regional differences matter? Dr. Ute Hillmer 17th April, 201217.04.2012 Dr. Ute Hillmer
  2. 2. 1. technology product lifecycle or: why focus?? 2. diffusion of innovation 3. customer profile categories 4. 5 things to remember 5. summary17.04.2012 Dr. Ute Hillmer
  3. 3. Dr. Ute Hillmer is… an expert in marketing and promoting technology products, especially innovative hard- and software products that are not self-explaining. With such products, human behavior is often outside the boundaries of rationality, despite its economic context. It is typically a result of social, cognitive and emotional factors, along with economic ones.17.04.2012 Dr. Ute Hillmer
  4. 4. an idealized technology product lifecycle Disruptive Innovation Continuous Innovation Market size Innovators Early Early Late Time Laggards 2,5% Adopters Majority Majority 16% 13,5% 34% 34%Rogers Diffusion of Innovation 1995 17.04.2012 Dr. Ute Hillmer
  5. 5. diffusion of innovation varies… Marketsize Time Marketsize Marketsize TimeRogers Diffusion of Innovation 1995 17.04.2012 Dr. Ute Hillmer TimeMoore; Crossing the Chasm 1999.
  6. 6. Why do certain innovations diffuse much faster than others? Why do certain innovations have a much longer main street momentum?17.04.2012 Dr. Ute Hillmer
  7. 7. new disruptive technology … changes how we do things thus we have to change how we do things...17.04.2012 Dr. Ute Hillmer
  8. 8. technology life cycle and its buyercategories Market size Innovators Early Early Late Time Laggards 2,5% Adopters Majority Majority 16% 13,5% 34% 34%Chart based on Rogers 1995, p. 262 and Moore 1999, p. 1217.04.2012 Dr. Ute Hillmer
  9. 9. technology life cycle and “the gap” or:why you should focus Market size Innovators Early Early Late Time Laggards 2,5% Adopters Majority Majority 16% 13,5% 34% 34%Chart based on Moor 199917.04.2012 Dr. Ute Hillmer
  10. 10. mainstream behaviour Marktgröße Increasingly  conforming behaviourInnovators Early Early Late Laggards Zeit Adopters Majority Majority Hillmer, Technology Acceptance in Mechatronics, 2009. 17.04.2012 Dr. Ute Hillmer
  11. 11. individualistic behaviour Marktgröße Increasingly  individualistic  behaviourInnovators Early Early Late Laggards Zeit Adopters Majority Majority Hillmer, Technology Acceptance in Mechatronics, 2009. 17.04.2012 Dr. Ute Hillmer
  12. 12. things to remember17.04.2012 Dr. Ute Hillmer
  13. 13. stereotype behaviour isuniversal17.04.2012 Dr. Ute Hillmer
  14. 14. start by focusingon 1-3 niches17.04.2012 Dr. Ute Hillmer
  15. 15. an advantage for one individual, a thread for another !17.04.2012 Dr. Ute Hillmer
  16. 16. - segment your customercommunication to accommodatethe differences!17.04.2012 Dr. Ute Hillmer
  17. 17. when your technology dramaticallychanges human behavior -be prepared, …17.04.2012 Dr. Ute Hillmer
  18. 18. the majority of the market mighthesitate to buy for a long timebut when the new way of doingthings gets accepted, everybody wantsit right away.17.04.2012 Dr. Ute Hillmer
  19. 19. what you are familiar with, will be easieraccepted by the mainstream– even if the link is more than vague!17.04.2012 Dr. Ute Hillmer
  20. 20. Intel, mobile devices and 野比 のび太野比 のび太Nobita Nori of theDoraemon Manga withhis dōgu “doko demodoor“, the “go-anywheredoor“ that opens up toany place the userwishes and imagines.17.04.2012 Dr. Ute Hillmer
  21. 21. search for local familiaritiesand wrap it in a story What you are familiar with, will be easier accepted by the mainstream – even if the link is more than vague! 17.04.2012 Dr. Ute HillmerSource: Mail Online , 17 November 2010
  22. 22. Use the different personality profiles inyour customer dialog:visionaries as visionaries,pragmatists as pragmatists17.04.2012 Dr. Ute Hillmer
  23. 23. early adopters = visionaries MarktsizeInnovators Early Early Late Laggards Time Adopters Majority Majority 17.04.2012 Dr. Ute Hillmer
  24. 24. early majority = pragmatists MarktsizeInnovators Early Early Late Laggards Time Adopters Majority Majority 17.04.2012 Dr. Ute Hillmer
  25. 25. in 17.04.2012 Dr. Ute Hillmer
  26. 26. don’t forget tolook outside theboundaries ofrationality, despite the economicthese usually contextvary by culture17.04.2012 Dr. Ute Hillmer
  27. 27. Subjective Construction of Reality Each individual sees the world through subjective lenses. Consider typical customer segments universally and look for social and emotional differences by region... and then TELL YOUR STORY!Seth Godin, All Marketeers tell stories, 2009Mischel and Morf, Handbook of self and identity, 2003. 17.04.2012 Dr. Ute HillmerKelly, The psychology of personal constructs, 1991
  28. 28. so, do regional differences matter?17.04.2012 Dr. Ute Hillmer
  29. 29. 17.04.2012 Dr. Ute Hillmer
  30. 30. Dankeschön!17.04.2012 Dr. Ute Hillmer

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