Solution Marketing Lessons from the Apple iPad - Steve Robins at BarCamp Boston, April 2011

Solution Marketing LessonsSolution Marketing LessonsSolution Marketing Lessons Solution Marketing Lessons From the Apple From the Apple iPadiPad

Steve RobinsApril 9, 2011

© 2011The Solution Marketing Blog

Steve RobinsSteve Robins

10+ years in solution marketingExpertise in product solution and industry marketing– Expertise in product, solution and industry marketing

– Experience: FirstBest Systems, Solution Marketing Strategies, EMC Documentum, KANA, The Yankee Group

Founder, The Solution Marketing Blog, Top-rated solution marketing blog

Inbound Marketing Certified Inbound Marketing Certified Professional

[email protected]

LinkedIn.com/in/SteveRobins1

Twitter.com/SteveRobins

SolutionMarketingBlog.com

www.SolutionMarketingBlog.com p2© 2011

Apple Apple iPadiPad… Is This a….… Is This a….

Tablet computer?Product?

A t?Art?PC?Post-PC device?Media platform?

Tablet Device


Apple iPad

Apple Apple iPadiPad… Is This a….… Is This a….

ContentContent Consumption pSolution

Tablet Device


Apple iPad

Apple Apple iPadiPad… … Actually, It’s a Content Consumption Solution…Actually, It’s a Content Consumption Solution…

Pictures Movies

Tablet Device Music Apps


Apple iPad Email, Games, Productivity, more

…With Integrated Tools to Obtain Content…With Integrated Tools to Obtain Content

MusiciTunes

Apps, Mag. Subscriptions

AppStore

Bookstore BrowserTablet Device


iBookstore SafariApple iPad

Why It Matters Why It Matters –– Putting It in PerspectivePutting It in Perspective

Overall PC sales dropping from 15% growth to 10.5%

because of tablets. because o tab etsConsumer laptops hit most.

(Gartner 2011)Apple share will drop fromApple share will drop from 86% today to 75% as new products enter the market

that Apple createdthat Apple created


Apple Apple iPhoneiPhone/iPod//iPod/iPadiPadQuarterly Shipments 2011 (Calendar Quarterly Shipments 2011 (Calendar QtrsQtrs))

50

35

40

45

ped

20

25

30

iPhone

iPod

Ipad

ns o

f Uni

tsS

hipp

5

10

15

Mill

ion

0Q1 Q2 Q3 Q4


Why It MattersWhy It Mattersrs

Main StreetThe Chasm

Cus

tom

er The Solution Opportunity

The Tornado

ativ

e %

of

End of LifeE l Lif Bowling

Tablets

Early AdoptersVisionaries

InnovatorsTechnology

Early Majority/Pragmatists

Late MajorityConservatives

LaggardsSkeptics

Time

Rel Early Life Bowling

Alley

VisionariesTechnologyEnthusiasts

Pragmatists Conservatives Skeptics

Customers want technologyand performance

Customers want solutions and convenience


and performanceSources: E.M. Rogers, G. Moore

What is a Solution Anyways?What is a Solution Anyways?

so·lu·tionnoun \sə-ˈlü-shən\

a: an action or process of solving a problem

b: an answer to a problemb: an answer to a problem


Why Solutions?Why Solutions?

C t t tCustomers want to solve problems orsolve problems or meet needs.They do not want to buyThey do not want to buy products.


p

The Content Consumption The Content Consumption Problem/ManifestoProblem/Manifesto

I want lots of content I want different types of content

I d ’t t t k h d t t th t I don’t want to work hard to get that content I don’t want to use different devices for

that content I want it to be easy


What is Solution Marketing?What is Solution Marketing?

so·lu·tion mar·ket·ingnoun \sə-ˈlü-shən\ˈmär-kə-tiŋ\

The process of definingThe process of defining, educating, and providing access

to complete and integrated l tisolutions

that deliver value

by helping customers to solveby helping customers to solve their problems.


S l ti St tS l ti St tSolution StrategySolution Strategy


Complete Solution to the Customer’s ProblemComplete Solution to the Customer’s Problem

Solution

People

ProcessServices/Support

Technology/Product(s)s

Content/

SupportProduct(s)s

Content/Information


Complete Solution to the Customer’s ProblemComplete Solution to the Customer’s ProblemSolution

People• User interfaces• TrainingTechnology g• Support• Best practices• Domain expertise

gyOEM & Partners• Hardware and

infrastructure• Applications• C l t

People

Process • Process optimization• Integrated experiences• ROI studies

• Complementary technologies

• Integrations• Custom coding



Reengineering

Content/Information• Data ServicesContent/

SupportProduct(s)s

Data• Content, documents,

images• External data sources• Data security, data

li i

• Communications services, hosting• Support• Strategy• Project management• Risk management

Content/Information


policies Risk management• Custom coding• Integration services

• Consumer /Enterprise• Enterprise• Consumer /Enterprise• Enterprise

The Apple The Apple iPadiPad SolutionSolution

Ease of use Integrated experience C i di l

Accessories

Crisp display Not designed for one

particular userPeople

Maps

Email

Tablet



TwitterIntegrated Stores

Apps/Mags

Music StoreContent/

SupportProduct(s)s

65k apps

Music

Photos

Books

YouTube (free)Videos

Content/Information


Browser Books

Solution ScorecardSolution Scorecard

Dimension Rating CommentsCompletenessp

• People/users, fit to needs 4 Exceptional experience but users not ID’d

• Process 4 Integrated; multiple stores may be confusing

• Content/Information 5 Full breadth• Content/Information 5 Full breadth

• Technology: Hardware and software 5 Excellent breadth and quality

• Services & support 4 Mobile – cell, WiFi

Strategy• Differentiated offering – unique in market 5 Unique

• Partners: includes tech, apps, and content 3 Includes many techs – lacks Adobe Flashpp

• Partner-friendly business model (win-win) 2 EvolvingLow points: subscriptions, friction over book prices

Total 32/40


Total 32/40

S l ti M k ti St tS l ti M k ti St tSolution Marketing StrategySolution Marketing Strategy


Traditional Marketing Traditional Marketing –– 4 Ps4 Ps

Promotion

PThe 4 P’s

Product Price

P PPlace

P


Derived from SIVA model, Chekitan & Dev

Solution Marketing StrategySolution Marketing Strategy

The 4 P’s - updated

“Where can I learn more Education about it?”

SEVASolution Marketing

Solution Value“How can I solve my problem?”

“What is the benefit and total cost of this

l ti ?Access

solution?

“Where can I find it?”Where can I find it?

Solution Marketing answers 4 customer questions


Derived from SIVA model, Dev & Schultz

Solution MarketingSolution MarketingEducation Education –– MessageMessage

Education

Customer: “Where can I learn more about it?”

Message – It’s About Relevance

Customer: Where can I learn more about it?

–Speak the customer’s language–Business benefits, not technical features

Match the message to the reality Create a dialog with the marketCreate a dialog with the market


ValueValue--Based PricingBased PricingValue

Value = Benefit - TCO

Assume that vendor charges fair price

enef

it ($

) for features provided

BenefitCustomerBenefit Unneeded features

Lost revenue

Bus

ines

s B

BenefitCustomerBenefit Price

C D

B

BA

Poor Value Fair ValueHigh Value Fair Value

CustomerBenefit

CustomerBenefit

Poor ValueUnneededfeatures

Fair ValuePrice matches benefit

High ValueLost software revenue

Fair ValuePrice matches benefit

Solution use-case drives benefit and value


Solution use case drives benefit and value

Solution MarketingSolution MarketingAccessAccess

Access

Customer: “Where can I find it?”Customer: Where can I find it?

Customer-friendly sales:y– Where, when how the customer wants to buy

iPad: access to iPad device as well as apps, contentcontent


Solution Marketing ScorecardSolution Marketing Scorecard

Dimension Rating CommentsEducation and EngagementEducation and Engagement• Relevant, targeted message 5 User-speak, not tech-speak

• Message matches reality 5 User experience is consistent with reality

• Company engages in dialog with the 4 • Apple speaks with its actions• Company engages in dialog with the market

4 • Apple speaks with its actions• Apple SVP Prod Marketing ranked as top

social CMO• Minimal social media• Heavy on branding, experience

U i ht h l t h th di 5 • Message reaches market broadly• Uses right channels to reach the audience 5 • Message reaches market broadly

Value• Customers willing to pay solution price 5• Does not include low-value features 4 Apple is leader in spare design

• Does include features customers want 4.5• Price is profitable to the vendor 5


p 5

Solution Marketing ScorecardSolution Marketing Scorecard

Dimension Rating CommentsAccessAccess• Product available through channels

convenient to customers3

• Solution components available through 5p gconvenient channels

• Sustainable business model for partners 3 Tradeoff: volume for lower profit

• Partners offer quality products 5 App certification program

Solution Marketing 53.5/60

Solution 32/40

Total 85.5/100


100

Apple Apple iPadiPad -- Solution Marketing Lessons Solution Marketing Lessons

Solution approach can revive weak marketSimple deviceSimple deviceIntegrated user experience g pMust be win-win for channel


Thank YouThank You

Steve Robins [email protected]

LinkedIn com/in/SteveRobins1FounderSolution Marketing Blog

LinkedIn.com/in/SteveRobins1

Twitter.com/SteveRobins

SolutionMarketingBlog.com

www.SolutionMarketingBlog.com


Solution Marketing Lessons from the Apple iPad - Steve Robins at BarCamp Boston, April 2011

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Transcript of Solution Marketing Lessons from the Apple iPad - Steve Robins at BarCamp Boston, April 2011