technology marketing: do regional differences matter?

17.04.2012 Dr. Ute Hillmer

marketing for cloud based businesses: do regional differences matter?

Dr. Ute Hillmer17th April, 2012


1. technology product lifecycle or: why focus??

2. diffusion of innovation3. customer profile categories4. 5 things to remember5. summary


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.


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Rogers Diffusion of Innovation 1995

an idealized technology product lifecycle

Continuous Innovation

Disruptive Innovation

Laggards16%

Late Majority

34%

EarlyAdopters

13,5%

Early Majority

34%

Innovators2,5%

17.04.2012 Dr. Ute Hillmer Time

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Rogers Diffusion of Innovation 1995 Moore; Crossing the Chasm 1999.

diffusion of innovation varies…


Why do certain innovations have a much longermain street momentum?

Why do certain innovations diffuse much

faster than others?


new disruptive technology …

changes how we do things

thus we have to change how we do things...


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technology life cycle and its buyer categories

Laggards16%

Late Majority

34%

EarlyAdopters

13,5%

Early Majority

34%

Innovators2,5%

Chart based on Rogers 1995, p. 262 and Moore 1999, p. 12


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technology life cycle and “the gap” or:why you should focus

Laggards16%

Late Majority

34%

EarlyAdopters

13,5%

Early Majority

34%

Innovators2,5%

Chart based on Moor 1999


LaggardsLate Majority

EarlyAdopters

Early Majority

Innovators

mainstream behaviour

Increasingly conforming behaviour

Hillmer, Technology Acceptance in Mechatronics, 2009.

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EarlyAdopters

Early Majority

Innovators

individualistic behaviour

Increasingly individualistic behaviour

Hillmer, Technology Acceptance in Mechatronics, 2009.

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things to remember


stereotype behaviour is universal


start by focusingon 1-3 niches


an advantage for one individual, a thread for

another !


- segment your customer communication to accommodate the differences!


when your technology dramatically changes human behavior -be prepared, …


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.


what you are familiar with, will be easier accepted by the mainstream

– even if the link is more than vague!


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.


What you are familiar with, will be easier accepted by the mainstream – even if the link is more than vague!

Source: Mail Online , 17 November 2010

search for local familiarities and wrap it in a story


Use the different personality profiles in your customer dialog: visionaries as visionaries, pragmatists as pragmatists



EarlyAdopters

Early Majority

Innovators

early adopters = visionaries

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EarlyAdopters

Early Majority

Innovators

early majority = pragmatists

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in


don’t forget to look outside the boundaries of rationality,

these usually vary by culture

despite the economic context


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...

Seth Godin, All Marketeers tell stories, 2009Mischel and Morf, Handbook of self and identity, 2003.Kelly, The psychology of personal constructs, 1991

and then TELL YOUR STORY!


so, do regional differences matter?



Dankeschön!

Business

technology marketing: do regional differences matter?