2. AGILE MARKETING
PICOCHIP PERSPECTIVE
Rupert Baines
VP Marketing
Picochip
rupertb@picochip.com
Twitter: @rupert_baines

3. Agenda
 Intro
 Product Management
 Communications
 Summary
| Slide3 | © Picochip Inc. 2010 | Confidential |

4. My bio – my prejudices
 High-tech PR agency  High technology
 Product Line Manager Marketing
Analog Devices  Very B2B
 Led ADSL including first  Technically sophisticated
broadband over ADSL customers
 Pan-European  Global
competitive operator  … very global
 Venture Capital
 Exec of Picochip for 9
years
 Pioneered Femtocells
 Strong presence in 4G
| Slide4 | © Picochip Inc. 2010 | Confidential |

5. Leader in femtocells & small cells
Leadership
Shipping in volume, carrier-qualified,
field-proven, 80% market share
Bath
Widest portfolio…
from low-cost residential to highest-performing metro
>50 femtocell customers…
including ip.access/Cisco & Alcatel-Lucent
Cambridge
LTE shipping now, roadmap to SoC
Beijing
Beijing
| Slide5 | © Picochip Inc. 2011| Confidential |

6. Marketing
 “Joins things together”
 Flow in two directions
Competition
Technology
Suppliers
M Sales Customers
Engineering
Standards
Universities
Media & the market
| Slide6 | © Picochip Inc. 2010 | Confidential |

7. Marketing
 Who is your customer?
 What problem do they have?
 How much do they care?
 “Vitamin, aspirin or morphine?”
 How do you solve it?
 Why are you better than alternatives?
 Not just direct competitors, but others ways of solving it
 When do they need it?
 What is it you will do? What is it you will say?
| Slide7 | © Picochip Inc. 2010 | Confidential |

8. Agenda
 Intro
 Product Management
 Communications
 Summary
| Slide8 | © Picochip Inc. 2010 | Confidential |

9. Product Management
• The interface with engineering
• What should you make?
• “Best is the enemy of good”
| Slide9 | © Picochip Inc. 2010 | Confidential |

10. Crossing chasm
•The driving need of early adopters is
to use a solution that may not be
proven to gain a competitive
advantage over peers who are not
using it. They see what can be rather
than what is.
•"Normals," also known as
pragmatists, will use a solution only
when they find that other normies
are using it (the de facto market
leader).
This is what creates the tornado
(when the pragmatists stampede to
choose a market leader).
| Slide10 | © Picochip Inc. 2010 | Confidential |

11. Roadmaps: The art & Science
 Why do you need a roadmap?
 So people know where you are going!
“People” ?
Which people?
Why do they care?
| Slide11 | © Picochip Inc. 2010 | Confidential |

12. An Example Roadmap
2009 l 2010 l 2011 l 2012 l 2013 l 2014
PC8532 PC860x PC860x LTE
PC860x
16e OFDM HSPA+
4G WiMAX MIMO
LTE
PC500 PC501 PC50x2
PC203
PC203
32 user 64 user
HSPA+ LABS HSPA+ LABS HSPA+
PC333 PC3064
8 user 24 user 32 user Next
HSPA HSPA+ HSPA+ generation
PC312 PC323 PC3032
4 user 8 user
•Build on success
HSPA HSPA+ •Industry-leading, field-proven,
PC302 PC3008 robust PHY
•Compatibility & seamless
upgrade
| Slide12 | © Picochip Inc. 2011 | Confidential |

13. Can be more information-dense
1.4.1 1.5 1.6 1.6.1 1.6.3
22/8 12/9 31/10 5/12 6/03
PC8208
•Release 5 HSDPA Basestation PHY
Alpha Beta 7/11
10/10
PC8209 GA
β
17/4
•Release 6 HSUPA Basestation PHY
Upgrade
1.2 2.0 2.0
18/7 Alpha Beta
1.0 GA 6/2 2.0 GA
β β
PC8210 22/8 11/9
•WCDMA sniffer
1.1.1
28/11
GA 23/2
PC8211 β 30/1
•GSM sniffer
1.0 2.0
Beta Beta
β 1.0 GA 2.0 GA
PC8219 30/9
β
End Nov
•8 user HSPA
Qual Samples
Tape Out pC ES Aug
Cust
PC302 ES
• Silicon β Beta Availability 1.0
v0.1 Alpha
Interim Build
PC302 15/9 13/10 1.0 GA
Scheduled GA (Full Release)
• Software 8/12
Maintenance Release

14. Different Audiences
=> Different Deliverables
 Internal
 Engineering
 Finance: budgets & funding
 Media and wider market
 Setting a narrative for the industry
 Establishing leadership
 Product PR All of them
 Customers Selling a vision
 Product Planning
Supporting a narrative
 Competitive positioning
 “Flying a kite”
 FUD
| Slide14 | © Picochip Inc. 2010 | Confidential |

15. Three roadmaps
 Public
 Shared with media
 Released products plus “the next thing”
 What is “next” ?
Varies by company but typically 6 months out
 Primary
 Share with customers under NDA
 Share with customers under NDA
 Committed, funded
 Engineering use as working plan All of them
 2 years
 Strategic
Selling a vision
 Owned by CMO & CTO Supporting a narrative
 “Flying a kite” with key customers
 Ideas & concept
| Slide15 | © Picochip Inc. 2010 | Confidential |

16. Gather information
• Listen lots
• Gather, synthesize
• Why does “this” matter to customers?
• Listen to sales – don’t be arrogant
| Slide16 | © Picochip Inc. 2010 | Confidential |

17. Research
 Information is proportional to surprise
 “If you get an answer to this question, what
will you do differently as a result?”
 Increasingly easy/cheap eg SurveyMonkey
 Also good for PR purposes
| Slide17 | © Picochip Inc. 2010 | Confidential |

18. Agenda
 Intro
 Product Management
 Communications
 Summary
| Slide18 | © Picochip Inc. 2010 | Confidential |

19. Narrative
 Humans are story-telling anaimals
 Will look to facts to support the story
Not the other way round
 If you can set the narrative
 You force competition to explain things in your
terms
 Fight battles on your ground
| Slide19 | © Picochip Inc. 2010 | Confidential |

20. Communication (As Was)
 Mostly indirect: via sales, via Media
Customers’ Customers
End Users
| Slide20 | © Picochip Inc. 2010 | Confidential |

21. Communication - Increasingly
 Increasingly direct too: Twitter, e-shots, blogs
Customers’ Customers
End Users
| Slide21 | © Picochip Inc. 2010 | Confidential |

22. Communication
 Increasingly two-way
Customers’ Customers
End Users
| Slide22 | © Picochip Inc. 2010 | Confidential |

23. How is marketing changing?
Social Media
• Obviously, online
• Blogs
•Twitter
• You Tube
•I’m less persuaded about
Facebook for B2B
| Slide23 | © Picochip Inc. 2010 | Confidential |

24. How is marketing changing?
Data-based marketing
 Analytics
 News alerts
 Salesforce
 Eloqua
Google Trends
 “Closed loop” marketing
 E-shots Google Insights
| Slide24 | © Picochip Inc. 2010 | Confidential |

25. Gartner hype cycle
| Slide25 | © Picochip Inc. 2010 | Confidential |

26. Agenda
 Intro
 Product Management
 Communications
 Summary
| Slide26 | © Picochip Inc. 2010 | Confidential |

27. Marketing
 Who is your customer?
 What problem do they have?
 How much do they care?
 “Vitamin, aspirin or morphine?”
 How do you solve it?
 Why are you better than alternatives?
 Not just direct competitors, but others ways of solving it
 When do they need it?
 What is it you will do? What is it you will say?
| Slide27 | © Picochip Inc. 2010 | Confidential |

28. Key Take-aways
 Humans are story-telling animals
 People buy into a narrative
 Perception is reality
 Don’t believe your own propaganda
 aka Only the paranoid survive
 Think of customers
 Bottom-up, as individuals
 Why does it matter to them?
| Slide28 | © Picochip Inc. 2010 | Confidential |

29. Further Reading
 Most business books are pointless: one good idea that is
summarized elsewhere
 But if you do want some references here are some I like:
 David Meerman Scott: “The New Rules of Marketing & PR”
 … though as he says the paradox is that “the new rules” mean you should read
the blog instead
 Geoffrey Moore: “Crossing The Chasm” & others
 Crossing the chasm or later ones
 Ries & Trout: “Positioning – The battle for your mind”
 Bill Davidow: “Marketing High Technology”
| Slide29 | © Picochip Inc. 2010 | Confidential |