Selling high-tech products is not easy. Being in a global marketplace, e.g. with a cloud based service, the question is: can I do one kind of marketing for all regions? Or do regional differences matter? The presentation gives some basics and 5 key points to remember.

1. marketing for cloud based
businesses:
do regional differences
matter?
Dr. Ute Hillmer
17th April, 2012
17.04.2012 Dr. Ute Hillmer

2. 1. technology product lifecycle or:
why focus??
2. diffusion of innovation
3. customer profile categories
4. 5 things to remember
5. summary
17.04.2012 Dr. Ute Hillmer

3. Dr. Ute Hillmer is…
an expert in marketing and promoting technology
products, especially innovative hard- and software
products that are not self-explaining.
With such products, human behavior is often outside
the boundaries of rationality, despite its economic
context. It is typically a result of social, cognitive and
emotional factors, along with economic ones.
17.04.2012 Dr. Ute Hillmer

4. an idealized technology product lifecycle
Disruptive Innovation
Continuous Innovation
Market size
Innovators Early Early Late Time
Laggards
2,5% Adopters Majority Majority 16%
13,5% 34% 34%
Rogers Diffusion of Innovation 1995
17.04.2012 Dr. Ute Hillmer

5. diffusion of innovation varies…
Marketsize
Time
Marketsize
Marketsize
Time
Rogers Diffusion of Innovation 1995
17.04.2012 Dr. Ute Hillmer
Time
Moore; Crossing the Chasm 1999.

6. Why do certain
innovations diffuse much
faster than others?
Why do certain innovations
have a much longer
main street momentum?
17.04.2012 Dr. Ute Hillmer

7. new disruptive technology …
changes how
we do things
thus we have
to change how
we do things...
17.04.2012 Dr. Ute Hillmer

8. technology life cycle and its buyer
categories
Market size
Innovators Early Early Late Time
Laggards
2,5% Adopters Majority Majority 16%
13,5% 34% 34%
Chart based on Rogers 1995, p. 262 and Moore 1999, p. 12
17.04.2012 Dr. Ute Hillmer

9. technology life cycle and “the gap” or:
why you should focus
Market size
Innovators Early Early Late Time
Laggards
2,5% Adopters Majority Majority 16%
13,5% 34% 34%
Chart based on Moor 1999
17.04.2012 Dr. Ute Hillmer

10. mainstream behaviour
Marktgröße
Increasingly
conforming behaviour
Innovators Early Early Late Laggards Zeit
Adopters Majority Majority
Hillmer, Technology Acceptance in Mechatronics, 2009.
17.04.2012 Dr. Ute Hillmer

11. individualistic behaviour
Marktgröße
Increasingly
individualistic
behaviour
Innovators Early Early Late Laggards Zeit
Adopters Majority Majority
Hillmer, Technology Acceptance in Mechatronics, 2009.
17.04.2012 Dr. Ute Hillmer

12. things to remember
17.04.2012 Dr. Ute Hillmer

13. stereotype behaviour is
universal
17.04.2012 Dr. Ute Hillmer

14. start by focusing
on 1-3 niches
17.04.2012 Dr. Ute Hillmer

15. an advantage for one
individual, a thread for
another !
17.04.2012 Dr. Ute Hillmer

16. - segment your customer
communication to accommodate
the differences!
17.04.2012 Dr. Ute Hillmer

17. when your technology dramatically
changes human behavior -
be prepared, …
17.04.2012 Dr. Ute Hillmer

18. the majority of the market might
hesitate to buy for a long time
but when the new way of doing
things gets accepted, everybody wants
it right away.
17.04.2012 Dr. Ute Hillmer

19. what you are familiar with, will be easier
accepted by the mainstream
– even if the link is more than vague!
17.04.2012 Dr. Ute Hillmer

20. Intel, mobile devices and 野比 のび太
野比 のび太
Nobita Nori of the
Doraemon Manga with
his dōgu “doko demo
door“, the “go-anywhere
door“ that opens up to
any place the user
wishes and imagines.
17.04.2012 Dr. Ute Hillmer

21. search for local familiarities
and wrap it in a story
What you are familiar with, will be easier
accepted by the mainstream – even if the link is
more than vague!
17.04.2012 Dr. Ute Hillmer
Source: Mail Online , 17 November 2010

22. Use the different personality profiles in
your customer dialog:
visionaries as visionaries,
pragmatists as pragmatists
17.04.2012 Dr. Ute Hillmer

23. early adopters = visionaries
Marktsize
Innovators Early Early Late Laggards Time
Adopters Majority Majority
17.04.2012 Dr. Ute Hillmer

24. early majority = pragmatists
Marktsize
Innovators Early Early Late Laggards Time
Adopters Majority Majority
17.04.2012 Dr. Ute Hillmer

25. in
17.04.2012 Dr. Ute Hillmer

26. don’t forget to
look outside the
boundaries of
rationality, despite the
economic
these usually context
vary by culture
17.04.2012 Dr. Ute Hillmer

27. Subjective Construction of Reality
Each individual sees the world
through subjective lenses.
Consider typical customer
segments universally and look
for social and emotional
differences by region...
and then TELL YOUR STORY!
Seth Godin, All Marketeers tell stories, 2009
Mischel and Morf, Handbook of self and identity, 2003.
17.04.2012 Dr. Ute Hillmer
Kelly, The psychology of personal constructs, 1991

28. so,
do regional
differences
matter?
17.04.2012 Dr. Ute Hillmer

29. 17.04.2012 Dr. Ute Hillmer

30. Dankeschön!
17.04.2012 Dr. Ute Hillmer