Uncontested Market Space - why High Tech Vendors must find it
-
Upload
technoledge -
Category
Marketing
-
view
348 -
download
0
Transcript of Uncontested Market Space - why High Tech Vendors must find it
![Page 1: Uncontested Market Space - why High Tech Vendors must find it](https://reader031.fdocuments.in/reader031/viewer/2022030310/58f08c781a28ab09778b45ef/html5/thumbnails/1.jpg)
![Page 2: Uncontested Market Space - why High Tech Vendors must find it](https://reader031.fdocuments.in/reader031/viewer/2022030310/58f08c781a28ab09778b45ef/html5/thumbnails/2.jpg)
Read more on our blog
Where big players devour
small ones.
The red is blood
![Page 3: Uncontested Market Space - why High Tech Vendors must find it](https://reader031.fdocuments.in/reader031/viewer/2022030310/58f08c781a28ab09778b45ef/html5/thumbnails/3.jpg)
Read more on our blog
In high tech markets you must find it –
or you’ll be someone’s breakfast
![Page 4: Uncontested Market Space - why High Tech Vendors must find it](https://reader031.fdocuments.in/reader031/viewer/2022030310/58f08c781a28ab09778b45ef/html5/thumbnails/4.jpg)
Read more on our blog
• It doesn’t matter how small you are who your
competitors are
• What matters is that your technology is
demonstrably superior
![Page 5: Uncontested Market Space - why High Tech Vendors must find it](https://reader031.fdocuments.in/reader031/viewer/2022030310/58f08c781a28ab09778b45ef/html5/thumbnails/5.jpg)
Read more on our blog
‘ … a closer look reveals that most
[companies’] plans don’t contain a
strategy at all but rather a smorgasbord
of tactics that individually make sense
but collectively don’t add up to a unified,
clear direction that sets a company
apart—let alone makes the competition
irrelevant.’
W. Chan Kim
Co-author of
Blue Ocean Strategy:
How To Create
Uncontested Market
Space And Make The
Competition Irrelevant
![Page 6: Uncontested Market Space - why High Tech Vendors must find it](https://reader031.fdocuments.in/reader031/viewer/2022030310/58f08c781a28ab09778b45ef/html5/thumbnails/6.jpg)
Read more on our blog
In the 1990s Apple lost the PC market
to Microsoft
By 1996 Apple was praying for a saviour
to rescue it
By then, Microsoft had a virtual
monopoly of the PC market
![Page 7: Uncontested Market Space - why High Tech Vendors must find it](https://reader031.fdocuments.in/reader031/viewer/2022030310/58f08c781a28ab09778b45ef/html5/thumbnails/7.jpg)
Read more on our blog
Defined a new market for cool, small devices – iPod
Created a new revenue stream with iTunes
Expanded the new market with iPhone & iPad
Created a second revenue stream with App Store
![Page 9: Uncontested Market Space - why High Tech Vendors must find it](https://reader031.fdocuments.in/reader031/viewer/2022030310/58f08c781a28ab09778b45ef/html5/thumbnails/9.jpg)
Read more on our blog
20 years ago IVR (Interactive Voice Response) was:
New, custom-built & expensive
By contrast, RapidCall* was:
Off-the-shelf but easily customised
Feature-rich but easy to deploy
Advanced but affordable
*We’ve changed the name at the request of the client
![Page 10: Uncontested Market Space - why High Tech Vendors must find it](https://reader031.fdocuments.in/reader031/viewer/2022030310/58f08c781a28ab09778b45ef/html5/thumbnails/10.jpg)
Read more on our blogRead more on our blog
• Highly profitable
• Huge customer base
• Well-established need
• Clear business benefits
![Page 11: Uncontested Market Space - why High Tech Vendors must find it](https://reader031.fdocuments.in/reader031/viewer/2022030310/58f08c781a28ab09778b45ef/html5/thumbnails/11.jpg)
Read more on our blog
• Targeted by every global IVR vendor
• Risk Averse: won’t buy from small/local
• Easy to deploy: not necessary
• Price not an obstacle*
* To them cost effective = too cheap
![Page 12: Uncontested Market Space - why High Tech Vendors must find it](https://reader031.fdocuments.in/reader031/viewer/2022030310/58f08c781a28ab09778b45ef/html5/thumbnails/12.jpg)
Read more on our blog
Not targeted by global vendors
>200 credit unions in Australia and NZ (then)
Value for money very important
Easy deployment, low maintenance = highly
attractive
![Page 13: Uncontested Market Space - why High Tech Vendors must find it](https://reader031.fdocuments.in/reader031/viewer/2022030310/58f08c781a28ab09778b45ef/html5/thumbnails/13.jpg)
Read more on our blog
• National association
• Close-knit community
• CEOs know each other
• Selling by word-of-mouth
![Page 14: Uncontested Market Space - why High Tech Vendors must find it](https://reader031.fdocuments.in/reader031/viewer/2022030310/58f08c781a28ab09778b45ef/html5/thumbnails/14.jpg)
Read more on our blog
RapidCall ended up with:
90% of the credit union market
A satisfied, loyal, unshakable
customer base
A market impervious to
competitors for 10 years
![Page 15: Uncontested Market Space - why High Tech Vendors must find it](https://reader031.fdocuments.in/reader031/viewer/2022030310/58f08c781a28ab09778b45ef/html5/thumbnails/15.jpg)
Read more on our blog
Once you own it, selling new products to it is easier &
cheaper
Acquisition and maintenance costs are lower = more profitable
Competitors can’t get in
![Page 16: Uncontested Market Space - why High Tech Vendors must find it](https://reader031.fdocuments.in/reader031/viewer/2022030310/58f08c781a28ab09778b45ef/html5/thumbnails/16.jpg)
Read more on our blog
Blue Ocean Strategy: How To
Create Uncontested Market Space
And Make The Competition
Irrelevant by W. Chan
Kim and Renee Mauborgne
Uncontested Market Space – full
post on Technoledge blog
![Page 17: Uncontested Market Space - why High Tech Vendors must find it](https://reader031.fdocuments.in/reader031/viewer/2022030310/58f08c781a28ab09778b45ef/html5/thumbnails/17.jpg)
Read more on our blog
How we do IT marketing
Check us outwww.technoledge.com.au
Contact us02 9909 0246 [email protected]
Follow us