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Technology Management Class 8: Chasm part II, Lucent Optical Networking, Guidant CRMB Case. John A. Hengeveld February 25, 2003. Subjects to Hit today. Guest Speaker- Keith Fischer - SRC Guidant – A business with a pulse Lucent Optical Networking Group – a business …. Well….

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technology management class 8 chasm part ii lucent optical networking guidant crmb case

Technology ManagementClass 8: Chasm part II, Lucent Optical Networking, Guidant CRMB Case

John A. Hengeveld

February 25, 2003

subjects to hit today
Subjects to Hit today
  • Guest Speaker- Keith Fischer - SRC
  • Guidant – A business with a pulse
  • Lucent Optical Networking Group – a business …. Well….
  • Crossing the Chasm part II
chasm group technology adoption cycle
Chasm Group:Technology Adoption Cycle

Late Majority

Early Majority

Innovators

Early Adopters

Laggards

bowling pin analogy
Bowling pin analogy

Aim for the first pin

Allow references for the first pin to start to conquer others.

Critical… target the market… not the product.

whole product planning
Whole Product Planning

StandardsandProcedures

AdditionalSoftware

Generic Product

AdditionalHardware

Trainingand Support

SystemIntegration

Cables

InstallationandDebugging

Ctc, ch 5

for each item in the wheel
For each item in the wheel
  • Make sure it is really necessary
  • If not you who?? When??
  • Work to build relationships slowly. Build trust at each level
  • Coordinate the market place
  • Fairly divide the value added opportunity.
competitive positioning compass
Competitive Positioning Compass

Supporters

Product

Company

Specialist

Generalist

Technology

Market

Ctc, ch 6

Skeptics

case examples from the book
Case Examples from the Book
  • SGI: Creating the competition
  • Quicken: Defining the competitor
    • Also, whole product
    • Also, Creating partnerships and alliances
positioning overview take technology marketing
Positioning…(overview… take technology marketing)
  • Generally: Managing the way the customer understands your product.
  • CHASM Positioning Statement:
    • For customers who……
    • The <name> does <blank>
    • Unlike <competitor> our product does <this>
  • Positioning Process
    • The claim, evidence, communications, feedback
key point on positioning
Key point on positioning..
  • Match the message to the technology adoption cycle position. Match the evidence, match the claim, match the means of communication.
distribution any questions
Distribution – any questions??
  • Direct
  • Two Tier
  • Internet retail
  • National Rollups (not really gonna happen)
  • Two tiered VAR
  • OEM
  • System Integrators
ad