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

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

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  1. Technology ManagementClass 8: Chasm part II, Lucent Optical Networking, Guidant CRMB Case John A. Hengeveld February 25, 2003

  2. 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

  3. Chasm Group:Technology Adoption Cycle Late Majority Early Majority Innovators Early Adopters Laggards

  4. 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.

  5. Whole Product Planning StandardsandProcedures AdditionalSoftware Generic Product AdditionalHardware Trainingand Support SystemIntegration Cables InstallationandDebugging Ctc, ch 5

  6. 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.

  7. Competitive Positioning Compass Supporters Product Company Specialist Generalist Technology Market Ctc, ch 6 Skeptics

  8. Case Examples from the Book • SGI: Creating the competition • Quicken: Defining the competitor • Also, whole product • Also, Creating partnerships and alliances

  9. 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

  10. Key point on positioning.. • Match the message to the technology adoption cycle position. Match the evidence, match the claim, match the means of communication.

  11. Distribution – any questions?? • Direct • Two Tier • Internet retail • National Rollups (not really gonna happen) • Two tiered VAR • OEM • System Integrators

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