With SAP’s confirmed adoption of a more utility based approach to pricing and packaging. Admittedly utility is a little generous, but selecting the right approach to the market matters. Whether it’s your delivery model, licensing dials or general operations – how you deliver value to your segment is very much centered on understanding your organizational capacity, market preferences and operational engagement.
It doesn’t matter what type of model – a freemium business model, utility oriented cloud model or even a legacy on-premise licensing approach all are equally valid providing they are acceptable to your segment. Business models are ultimately more complex than just packaging and delivery/execution in technology companies….but just thinking in terms of those items for product marketers and product managers can provide some clarity on how to maximize both operational assets and product assets in a given segment.
Here is a presentation on business model innovation and items to consider. While there are some gaps in the model, it does get one thinking on the market’s operational and engagement requirements.
The right approach to identifying how to align your business model to the market requires market research, a thought approach to content marketing and broad understanding your competitive and market landscape.
Mobile markets continue to explode and the collision of content and mobile is becoming increasingly valuable to businesses and marketers alike. Cultural drivers for mobile vary, but require understanding – without context around the mobile user, we often just dump content randomly for mobile users which makes our apps less valuable for the users than intended and more costly for vendors.
I might offer three questions to consider when building a mobile application and take advantage of the emerging trends in mobile:
- What are you trying to accomplish with this app? (revenue, awareness, cost reduction, loyalty, other…)
- What makes you think mobile is the right approach now?
- What is the plan to create, manage and iterate your mobile app throughout it’s lifecycle?
Here is an interesting presentation from Tim Jones and Colleen Jones on how content considerations can determine the value, success and ongoing management strategy for mobile solutions.
While this presentation is ultimately an ad which is looking for something actionable, it does make for an interesting way to listen to a market. The slides provide a nice overview of how to use tools and look at conversations in a market. I would think this approach to a social media audit could be easily adapted for technology marketers wanting to listen to a given market segment.
Market research isn’t easy – it’s always a bunch a work. Gaining insight into trends and alike not only requires a keen eye on the data, but continuous interaction from folks in the market. To that end, researching trends can definitely be more difficult than it should be and researching markets can be even harder if you don’t have an analyst budget.
For the past 2 or 3 years or so, I’ve been consistently tracking the mobile markets and trends for some time and here is some more stuff for y’all, with another one from Mary Meeker. It also looks like Meeker apparently recently joined – KPCB. OK maybe not recently, but at least since the last published Morgan Stanley pitch on internet mobile trends.
Again a bunch of meeker slides: