solution marketing lessons from the apple ipad - steve robins at productcamp boston, april 2011
DESCRIPTION
So you think that the Apple iPad is successful because it’s cheap and easy to use? It turns out that there’s much more behind the success of the Apple iPad. During this session, we’ll talk about how the iPad is at the center of a large customer-oriented solution. You’ll also learn how this solution is driving the iPad’s success and the key lessons you can use to drive successful solutions in your organization. Steve Robins has been helping companies to transform their marketing focus from technology platforms to customer-oriented solutions — for over 10 years as a senior marketer, strategic consultant, and tech analyst. Steve is also the founder of the top-rated SolutionMarketingBlog.com. Steve is director of product marketing at FirstBest Systems, the leading provider of insurance underwriting solutions. Previously, Steve founded the strategic marketing consultancy, Solution Marketing Strategies. Steve has also served as director of industry and solutions marketing for EMC Documentum, VP of product marketing and VP of partner development at KANA Software, and senior analyst for Web applications at The Yankee Group. Read the Solution Marketing Blog at http://www.SolutionMarketingBlog.comTRANSCRIPT
- 1. Solution Marketing Lessons From the Apple iPadSteve Robins April 2, 2011 2011 The Solution Marketing Blog
2. Steve Robins 10+ years in solution marketing Expertise in product solution and industry marketingproduct, Experience: FirstBest Systems, Solution Marketing Strategies, EMC Documentum, KANA, The Yankee Group Founder, The Solution Marketing Blog,Top-rated solution marketing blog Inbound Marketing [email protected]/in/SteveRobins1Twitter.com/SteveRobinsSolutionMarketingBlog.com 2011www.SolutionMarketingBlog.com p2 3. Apple iPad Is This a.iPad Tablet computer? Product? A t? Art? PC? Post-PC device? Media platform? Tablet DeviceApple iPad 2011 www.SolutionMarketingBlog.comp3 4. Apple iPad Is This a.iPad Content Consumptionp Solution Tablet DeviceApple iPad 2011 www.SolutionMarketingBlog.com p4 5. Apple iPadiPadActually, Its a Content Consumption Solution Pictures Movies Tablet DeviceMusic AppsApple iPadEmail, Games, Productivity, more 2011 www.SolutionMarketingBlog.comp5 6. With Integrated Tools to Obtain ContentMusicApps,iTunes Mag. SubscriptionsAppStore Tablet DeviceBookstore BrowserApple iPadiBookstore Safari 2011 www.SolutionMarketingBlog.comp6 7. 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 from86% today to 75% as newproducts enter the market that Apple created 2011www.SolutionMarketingBlog.comp7 8. Apple iPhone/iPod/iPadiPhone/iPod/iPadQuarterly Shipments 2011 (Calendar Qtrs) Qtrs)50454035ped Million of Units Shipp3025 iPhone iPod20 Ipad ns1510 5 0 Q1Q2Q3 Q4 2011www.SolutionMarketingBlog.com p8 9. Why It Matters The ChasmMain Street rsRelative % of Customer The Solution Opportunity The TornadoTabletsEnd of Life Early Lif E l LifeBowlingAlleyInnovators Early Adopters Early Majority/Late MajorityLaggardsTimeTechnology Visionaries Pragmatists ConservativesSkepticsEnthusiastsCustomers want technologyCustomers want solutions and convenience and performance Sources: E.M. Rogers, G. Moore 2011www.SolutionMarketingBlog.com p9 10. What is a Solution Anyways?solution noun s-l-shn a: an action or process ofsolving a problem b: an answer to a problem 2011www.SolutionMarketingBlog.com p10 11. Why Solutions?Customers want tC t t tosolve problems ormeet needs.They do not want to buypproducts. 2011 www.SolutionMarketingBlog.com p11 12. 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 thatdont ttkh dt t th tcontent I dont want to use different devices forthat content I want it to be easy 2011 www.SolutionMarketingBlog.com p12 13. What is Solution Marketing?solution marketingnoun s-l-shnmr-k-tiThe process of defining defining,educating, and providing accessto complete and integratedsolutionsl tithat deliver valueby helping customers to solvetheir problems. 2011 www.SolutionMarketingBlog.com p13 14. Solution Strategy S l ti St t 2011www.SolutionMarketingBlog.com p14 15. Complete Solution to the Customers Problem Solution People Technology/Services/ Product(s)s ProcessSupport Content/ Information 2011 www.SolutionMarketingBlog.com p15 16. SolutionComplete Solution to the Customers Problem People User interfaces Technology gy Trainingg OEM & Partners Support Hardware and People Best practices infrastructure Domain expertise Applications Complementary Cl t technologies Process Integrations Process optimization Custom coding Technology/ Services/ Integrated experiences Product(s)s Process ROI studies SupportReengineering Content/ Information DataContent/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 17. The Apple iPad Solution Ease of use Integrated experience C i di l Crisp display Not designed for one People Accessoriesparticular userTablet Maps Technology/Services/ Email Process Product(s)sSupport Integrated Stores Twitter Apps/Mags 65k apps Content/Music Store Music Information Books Photos Videos YouTube (free) BrowserBooks 2011 www.SolutionMarketingBlog.comp17 18. Solution ScorecardDimensionRatingCommentsCompleteness p People/users, fit to needs 4Exceptional experience but users not IDd Process4Integrated; multiple stores may be confusing Content/Information5Full breadth Technology: Hardware and software5Excellent breadth and quality Services & support 4Mobile cell, WiFiStrategy Differentiated offering unique in market 5Unique Partners: includes tech, apps, and contentpp 3Includes many techs lacks Adobe Flash Partner-friendly business model (win-win)2EvolvingLow points: subscriptions, friction over bookpricesTotal32/40 2011 www.SolutionMarketingBlog.comp18 19. Solution Marketing Strategy S l ti M k tiSt t 2011 www.SolutionMarketingBlog.com p19 20. Traditional Marketing 4 Ps PromotionProduct PPrice P The 4 PsP PlacePDerived from SIVA model, Chekitan & Dev 2011 www.SolutionMarketingBlog.com p20 21. Solution Marketing Strategy The 4 Ps - updatedWhere can I learn moreEducation about it? How can I solveSolution Value What is the my problem? SEVAbenefit and total Solution Marketingcost of thissolution?l ti ?AccessWhere can I find it? Whereit?Solution Marketing answers 4 customer questionsDerived from SIVA model, Dev & Schultz 2011 www.SolutionMarketingBlog.com p21 22. Solution Marketing EducationEducation MessageCustomer: Where can I learn more about it? Whereit? Message Its About Relevance Speak the customers language Business benefits, not technical features Match the message to the reality Create a dialog with the market 2011 www.SolutionMarketingBlog.comp22 23. Value Value = Benefit - TCOValue-Value-Based Pricing Assume that vendor charges fair price for features provided Business Benefit ($)Lost revenueCustomerBenefitBenefit Unneeded features Customer Benefit Benefit Price BCustomerCustomerBenefit Benefit AB CDHigh ValueFair ValuePoor ValueFair ValueLost software Price matches UnneededPrice matchesrevenue benefit featuresbenefit Solution use-case drives benefit and valueuse case 2011www.SolutionMarketingBlog.com p23 24. Solution MarketingAccessAccessCustomer: Where can I find it? Whereit? Customer-friendly sales:y Where, when how the customer wants to buy iPad: access to iPad device as well as apps,content 2011www.SolutionMarketingBlog.com p24 25. Solution Marketing Scorecard DimensionRating CommentsEducation and Engagement Relevant, targeted message5User-speak, not tech-speak Message matches reality 5User experience is consistent with reality Company engages in dialog with the4 Apple speaks with its actions Apple SVP Prod Marketing ranked as topmarket social CMO Minimal social media Heavy on branding, experienceU Uses right channels t reach th audience i ht h l to h the di 5 Message reaches market broadlyValue Customers willing to pay solution price 5 Does not include low-value features 4Apple is leader in spare design Does include features customers want4.5 Price is profitable to the vendor p5 2011www.SolutionMarketingBlog.com p25 26. Solution Marketing ScorecardDimensionRatingCommentsAccess Product available through channels 3convenient to customers Solution components available throughpg 5convenient channels Sustainable business model for partners3Tradeoff: volume for lowerprofit Partners offer quality products5App certification programSolution Marketing53.5/ 60Solution 32/40Total 85.5/100 2011 www.SolutionMarketingBlog.com p26 27. Apple iPad - Solution Marketing LessonsSolution approach can revive weak marketSimple deviceIntegrated user experience g pMust be win-win for channel 2011 www.SolutionMarketingBlog.com p27 28. Thank You Steve [email protected] LinkedIn.com/in/SteveRobins1 LinkedIn com/in/SteveRobins1 Founder Solution Marketing Blog Twitter.com/SteveRobins SolutionMarketingBlog.com www.SolutionMarketingBlog.com 2011www.SolutionMarketingBlog.com p28