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TSS 2011 Agile Marketing Bath 1 November 2011 Rupert Baines Picochip
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TSS 2011 Agile Marketing Bath 1 November 2011 Rupert Baines Picochip
1.
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 |