Product strategy for technology companies is closely related to New Product Development. It starts with a strategic vision which provides answers to questions such as “Where is the business going?”, and “How will it get there? This Technology Multipliers webinar provides a comprehensive overview of product strategy concepts, process, and keys to success for technology companies.

1. Kerim Tumay
Managing Director
September 2011
© 2011 Technology Multipliers, LLC

2. Outline
Product Strategy • Why is Product Strategy a challenge?
• Strategy as a process
Concept
• Starting Point
• Product vs. Platform
Product Strategy • Differentiation
Process Flow • Innovation & Growth Strategies
• Strategic Balance
Success Factors • Keys to Success with Product Strategy
© 2011 Technology Multipliers, LLC

3. Product Strategy Product Strategy Success Factors
Concept Process Flow
Why is Product Strategy a Challenge?
 Technology product life cycles are shorter
 Need to engage individual customers, monitor their
sentiments, and capture their feedback
 Need to constantly monitor, manage, and leverage
emerging technologies
 Need to explore, research, create new markets
 Need to anticipate and exit declining markets
© 2011 Technology Multipliers, LLC

4. Product Strategy Product Strategy Success Factors
Concept Process Flow
Strategy is a Process
© 2011 Technology Multipliers, LLC

5. Product Strategy Product Strategy Success Factors
Concept Process Flow
Inputs to Product Strategy
Customers
Product
Technical
Manager
© 2011 Technology Multipliers, LLC

6. Product Strategy Product Strategy Success Factors
Concept Process Flow
If you don’t know where you are going,
Any road will take you there!
© 2011 Technology Multipliers, LLC

7. Product Strategy Product Strategy Success Factors
Concept Process Flow
Starting Point
Framework
Focus
Guide
Direction
Roadmap
© 2011 Technology Multipliers, LLC

8. Product Strategy Product Strategy Success Factors
Concept Process Flow
Product vs. Platform
© 2011 Technology Multipliers, LLC

9. Product Strategy Product Strategy Success Factors
Concept Process Flow
Product vs. Platform
Source: Product Strategy for High Technology Companies
© 2011 Technology Multipliers, LLC

10. Product Strategy Product Strategy Success Factors
Concept Process Flow
Platform Strategy Considerations
© 2011 Technology Multipliers, LLC

11. Product Strategy Product Strategy Success Factors
Concept Process Flow
Differentiation
Price Product
based advantage
© 2011 Technology Multipliers, LLC

12. Product Strategy Product Strategy Success Factors
Concept Process Flow
Vectors of Differentiation
© 2011 Technology Multipliers, LLC

13. Product Strategy Product Strategy Success Factors
Concept Process Flow
Key Considerations for Differentiation Vectors
• Time – vectors of differention can change
• Risk – certain strategies are riskier than others
• Sustainability – some vectors are more sustainable than
others
© 2011 Technology Multipliers, LLC

14. Product Strategy Product Strategy Success Factors
Concept Process Flow
Strategic Balance
© 2011 Technology Multipliers, LLC

15. Product Strategy Product Strategy Success Factors
Concept Process Flow
Keys to Success with Product Strategy
• Establish a clear strategic vision and define current business
strategy.
• Product strategy cannot be a personality driven process. Manage
and improve product strategy like any other business process.
• Assign process ownership to an individual with technical marketing
skills.
• Define platform strategy first and product-line strategy next.
• Link the product line-strategy with the product development plan
and process.
• Consider time, risk, and sustainability for selecting and evolving
differentiation strategies.
• Reconcile the unlimited opportunities implied in the strategic
vision with reality.
• Evaluate project mix and rebalance the trade-offs on a regular
basis.
© 2011 Technology Multipliers, LLC

16. Download E-books
For more information, go to www.technologymultipliers.com
© 2011 Technology Multipliers, LLC