I recently read the book "Marketing High Technology" by William H. Davidow.
William H. David has many interesting stories to tell about his time at Hewlett Packard and Intel. When he writes about "Marketing High Technology", he means measurement/test-systems or microprocessors. But his ideas can be applied to other areas as well.
Sadly I can summarize this book in a few points:
- The Product is the device plus all services, the distribution channel, the perception in the market and what the product does for the customer
- "Plan products, not devices"
- If the distribution channel does not match your product, your product will fail
- Your device can be inferior, but your product may be better (E.g. it better does what the customer NEEDS)
- You need at least 15 % market share to survive in a market
- The market entry barrier is about 70 % of revenue of the biggest competitor in a market
- If you can choose between better and different, let your product be different
- In the end, it is all about customer satisfaction, not device features
- If you can't deliver the service that customers expect, you'll loose