Comments on: The Speed of Innovation http://hubfive.com/2008/06/02/the-speed-of-innovation/ Being An Account Of The Third Planet Expeditionary Survey Tue, 06 Jan 2009 20:22:55 +0000 http://wordpress.org/?v=2.5.1 By: Trevor Speirs http://hubfive.com/2008/06/02/the-speed-of-innovation/#comment-7 Trevor Speirs Wed, 04 Jun 2008 00:58:48 +0000 http://hubfive.com/?p=13#comment-7 I think we will see more and more software sold as a subscription. Companies will always have the most up to date software (but they could opt not to use some features). Software companies delivering the software will need to evolve their training programs to offer small incremental training sessions by feature that users can take. This eliminates the need for regular massive retraining as the user can fit the 1/2 - 1 hour session as their schedule permits. This model poses some challenges to marketing as the product will be continually upgraded, so the different version point campaigns may work. What would be interesting is to align the marketing campaign points to the expected customer adoption for the products point in its lifecycle. So instead of a new campaign for version 2.0, we look to see if our audience has evolved. Start with a campaign designed to attract Innovators. Once we have attracted a predetermined beta test group of innovators, we launch the second campaign designed to attract the early adopters. After we have enough paying early adopters, we strategize a revised prod.dev. strategy and marketing campaign designed to reach the Early Majority. And so on for the Late Majority and Laggards. That would be true consumer focused marketing. I think we will see more and more software sold as a subscription. Companies will always have the most up to date software (but they could opt not to use some features).

Software companies delivering the software will need to evolve their training programs to offer small incremental training sessions by feature that users can take. This eliminates the need for regular massive retraining as the user can fit the 1/2 - 1 hour session as their schedule permits.

This model poses some challenges to marketing as the product will be continually upgraded, so the different version point campaigns may work. What would be interesting is to align the marketing campaign points to the expected customer adoption for the products point in its lifecycle. So instead of a new campaign for version 2.0, we look to see if our audience has evolved.

Start with a campaign designed to attract Innovators. Once we have attracted a predetermined beta test group of innovators, we launch the second campaign designed to attract the early adopters. After we have enough paying early adopters, we strategize a revised prod.dev. strategy and marketing campaign designed to reach the Early Majority. And so on for the Late Majority and Laggards. That would be true consumer focused marketing.

]]>