By
VIKRAM KARVE
The Law of the Hammer
"Give a adolescent a hammer, and the adolescent will use it on aggregate encountered."
This is the law of the bang and this seems to be the leitmotif of the technology business arena in the Indian ambience today. And, in abounding cases, this admission seems to be succeeding, at atomic in the abbreviate term.
The apriorism is that the chump is affairs technology for technology's sake, artlessly as a gimmick or to amuse a perceived gluttonous charge for novelty.
Addressing the animal charge for change is aloof one aspect of technology marketing, admitting an important one, and may crop affluent assets in the abbreviate term. However, a abstruse business action based alone on this admission is acceptable to be characterized by abbreviate bazaar cycle, fast but capricious bazaar penetration, and quick artefact obsolescence.
Success with high-tech articles requires a assemblage of abstruse compassionate and business skills.
The P's and Q's of Marketing
Marketing is article which the ambassador or architect has to do, or get done; it is not conferred on his artefact as if by right.
Marketing can be authentic as "getting into the active of your customers, anecdotic what they want, and giving it to them".
Marketing, therefore, is acclamation a charge or a desire.
In the case of accepted products, the accepted charge or admiration is able-bodied known.
With fresh abstruse possibilities, the charge or admiration that is addressed is not consistently obvious. Therefore, in the affliction of fresh technology products, the abstruse banker may accept to booty one footfall backwards to analyze the axiological role that his artefact can accomplish in the marketplace.
This axiological admission can be modeled as "The P's and Q's of Marketing".
The six P's are: People, Product, Place, Price, Packaging, Promotion.
The three Q's are: Quality, Quantity, Quickness.
The aboriginal footfall in abstruse business is to analyze the role of technology in the fresh product, and appropriately how the PRODUCT relates to PEOPLE.
Technology can accept four roles in fresh products. It can be the artefact itself, it can admission availability, can enhance distribution, and it can be present in the promotion.
• The technology can be the Artefact itself. Abstruse inventions or innovations may advance to a advocate or absolute which creates a ascendant alcove in the bazaar [Examples: Adaptable Phones (cell-phones), PC, Laptop, Walkman, Radial Tyre, Digital Technologies]
• The technology can be in the Availability. A actual archetype is the gramophone record, which fabricated accessible to the masses the virtuoso achievement of the agreeable masters. People bought music. The technology is artlessly an enabling mechanism. Previously, the masses could accept had admission to some of the music alone by accessory alive performances which was neither consistently achievable nor affordable. A added contempo archetype Direct to Home (DTH) Television services. Thus, avant-garde technologies accomplish accessible desires that ahead could not be met economically or practically.
• The technology can be in the Distribution. For example, Internet has revolutionized the accomplished admission of marketing, cyberbanking [with direct cyberbanking alteration of money], with accretion online sales. Hence, it is acute today that manufacturers architecture their business action befitting the Internet in mind.
• The technology can be in the Promotion. The angel of a acceptable artefact can be cautiously afflicted by the agency of presenting it, application avant-garde packaging and architecture technologies, accumulated with high-tech advertising, promotional, business and sales techniques.
The Q's chronicle to the means in which technology can transform the availability and administration of articles aimed at accomplishing absolute animal needs.
• For example, in the Indian context, the appearance of Japanese and Korean technology fabricated accessible abundantly added QUALITY of automobiles and two wheelers (motorcycle, scooters) and appropriately has broadcast the availability of able affection cars and two wheelers in the Indian Market. The aforementioned is the case with best consumer, ball and domiciliary items. The abstruse banker can generally analyze an absolute charge or admiration for affection goods, and use technology to advance a affection artefact for this added market.
• The QUANTITY of adorable adornment has been broadcast with abstruse developments in the assembly of design simulants like cubic zirconia. Added examples accommodate Digital Storage Technologies, Digital Quartz Watches, Automation Technologies, Agriculture, Dairy and Food Processing Technologies. Technology can generally accomplish accessible articles for that accumulation bazaar that challenge up-market burning after aggressive the aristocratic bazaar place.
• Today, accessory technology allows sports contest to be accompanying empiric on television throughout the world; in fact, it facilitates direct accepted video, telephone, or abstracts transmission, which affirmation the way in which technology can advance QUICKNESS. At first, letters could be transmitted and accustomed by the postal account (transportation technology), again buzzer (telecommunication technology) and now Accessory and Information and Advice technologies [ICT] accept fabricated the advice action direct [real-time]. Microwave Ovens are addition archetype of how technology can advance QUICKNESS.
A Model for Abstruse Marketing
Technological Business focuses on inducing substitution, or absorbing the client to acquirement the fresh artefact or service.
However, it would be astute to bethink that alluring propositions can account adventitious babies. In the abstruse exchange adventitious babies booty the anatomy of abrupt outcomes that action fresh and potentially agitative artefact and account opportunities.
"Unplanned Babies" appear out of application technology to ‘modernize' article that has a absolute abode in accustomed life. One actual accepted archetype is the use of Automatic Teller Machines (ATMs). The aboriginal abstraction was that machines would backpack out the age-old banknote dispensing action added calmly [The antecedent aim of the ATM was to use fresh technology to automate an old action agitated out manually by coffer tellers – banknote dispensing].
A fresh way of accomplishing things is consistently cautiously altered from what has been done before.
ATMs afflicted two things – area the banknote was available, and when. These two aspects acquired a axiological change in the account of the account accustomed by customers. For the aboriginal time they could get banknote 24/7 annular the clock, off alive hours, and abroad from coffer premises. This absolutely was a above fresh coffer service. The barter were so delighted, accepted added and added and the banks were absolutely taken a aback – they had not advancing that automatic banknote dispensing machines could in actuality aftermath a fresh account and they kept on acceptable value-added-services to the ATMs.
ATMs are now apparent to be added than bald banknote dispensing machines. Barter use ATMs to recharge their adaptable buzz pre-paid connections, pay their account bills, alike alternate armamentarium affairs – authoritative them at par with adaptability accustomed in internet cyberbanking – alone added secure.
This is an archetype of a fresh technology acclimated for the old purpose giving acceleration to a fresh bazaar situation. Microprocessor technology, VLSI and Nano Technologies are added examples of abrupt multi-dimensional changes arch to a ample ambit of fresh articles embodying circuitous bazaar desires.
The accelerating banker stands back, looks at such a bearings from a ambit and reappraises it objectively, back it gives him the befalling to get a abundant added compassionate of the absolute needs and desires of the market-place.
In a nutshell, technology business comprises allegory absolute bazaar demands, acclamation these absolute demands through technology, reappraising and redefining bazaar needs and desires in the ablaze of acknowledgment to fresh technology, and appropriately accomplished affability articles for the developing market-place.
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