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Finding Your Place – It’s the Category not the Product

Finding Your Place – It’s the Category not the Product. Application Breakthrough. Dramatic changes in end-user roles enabled by the new technology w/c in turn spur dramatic ROI. Paradigm Shock & Application Breakthrough.

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Finding Your Place – It’s the Category not the Product

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  1. Finding Your Place – It’s the Category not the Product Application Breakthrough Dramatic changes in end-user roles enabled by the new technology w/c in turn spur dramatic ROI Based on Moore, Geoffrey "Inside the Tornado" HarperCollins New York: 1995.

  2. Paradigm Shock & Application Breakthrough Paradigm - “the way we do” something. This includes the methods, tools, rules, etc., ie. the way you go to school with classes, books, presentations, papers, exams, office hours, etc. When a paradigmshift occurs, everything changes, ie taking a distance learning class online. Advances in technology trigger paradigm shifts. Paradigm shock - change is scary and uncomfortable. Changing everything about the way we work with technology gives us a “shock” that users and CIO’s tend to want to avoid. PS can affect end users, IS support staff or both. Application breakthrough - the new capability a new technology brings that let’s you do your job better/faster/cheaper. If this the AB is big enough, we’re willing to deal with a big paradigm shock.

  3. Press articles help you determine the life cycle phase for your technology Early Market – coverage focuses on technology and product features instead of market and company information, ie. the following article from the press: The first WinPad devices -- also known as Windows companions -- from such companies as Compaq Computer Corp., Toshiba America Inc., Motorola Inc., NCR, and Epson America Inc. will run Release 1.0 of WinPad, a 16-bit, standard-mode Windows derivative tailored for handheld systems, according to developers briefed on Microsoft's plans. Microsoft officials declined to comment on specific plans for WinPad. . . . Instead, WinPad's user interface will feature a table of contents, tabs, drag icons, a zoom-in lens, and a traylike clipboard, sources said.

  4. Pre-Tornado (Bowling Alley) • Evidence of great demand for the product • Infrastructure deficiencies • Niche Marketing Network administrators and application developers are finding several hurdles on their path toward migrating Lotus Development Corp.'s Notes from the department to the enterprise. Although users are generally pleased with Notes 3.0, the latest version of the workgroup software, corporate customers are finding it tough to develop robust enterprisewide applications that can be used throughout companies. Although Lotus officials tout the concept of "living in Notes," in reality most of the 500,000 installed base of users are, at the moment, just visiting. As Lotus focuses on Notes Version 4.0, its next upgrade, delays in getting Unix and NLM (NetWare Loadable Module) versions of Notes out the door and a lack of robust data-access and application-development tools have thwarted corporate deployment. Therefore, Notes 3.0 use is limited mainly to pilot projects, customers said.

  5. Tornado to Main Street • Incremental innovations in performance & functionality • Several mainstream vendors • Emphasis on company and market issues instead of on product and technology • Tornado phase would include mention of cutthroat competition Answering the needs of corporate customers with very large databases, Sybase Inc. has improved the performance, functionality, and capacity of SQL Server 10, the database server core of the company's System 10 product group. SQL Server 10, which started shipping in October at prices starting at $1,995, has dramatically improved performance for database creation, bulk data loading, and index creation. In addition, System 10's Backup Server, bundled with SQL Server 10, provides faster on-line backups with larger capacities. As companies move toward distributed systems, Sybase and competing vendors -- such as The ASK Group Inc., Informix Software Inc., and Oracle Corp. -- are all offering products with capabilities similar to System 10, but the total System 10 package will be hard to beat.

  6. Market Players • Gorilla – The company with the timing and luck to be the vendor of choice for a given technology. Has the potential to capture up to 80% of the market • Chimpanzee – Gorilla-candidates that did not “luck out.” Can prosper by being kinder, gentler gorillas • Monkeys – Late entrants into the market. Can Clone the gorilla product and sell it cheap.

  7. Competitive Strategy • Crossing the Chasm and Bowling Alley • establish market leadership within a well-defined niche “place all your eggs in one basket” • Tornado • Gorilla – maximize market share while sustaining privileged price points • high end – competent representation • low end – shelf space • Monkey – take the money and run – provide the low cost entry point • Chimpanzee – stake out turf not yet committed to the gorilla – focus on a segment • Main Street • Gorilla – expand/maintain market share by attacking commodity market with low end offerings and premium markets with enhanced products • Monkey – set lowest price • Chimpanzee – insert additional requirements and specifications into the purchase decision

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