What Buyers Want

Powerful Essays
Some quick data: Netbooks or Mini Notebook shipments are expected to be 21 million in 2009 according to Gartner, up 79.5% from last year. Gartner believes as many as 50 million may ship in 2012. Smartphones are up to 139 million units in 2009 according to Gartner. In addition, iSuppli Corp. shows the following trend. Over 1 billion cell phones were shipped in 2007 and 2008 according to Strategy Analytics. This doesn’t include the millions of laptops and desktops sitting out there. The number of different devices makes the delivery environment more dynamic and challenging. There are three common denominators of all of these computing devices; they’re getting smaller, more powerful and less expensive. They’re getting so small in fact that one can imagine the hands being left out of the equation at some point. Even now, people with larger hands have trouble with them and it only makes sense for voice to be the primary input mechanism and biometrics used for secure access. It’s something to think about going forward. Add to this the 2009 addition of MiFi. Mifi offers a portable wireless router that can fit in your pocket, purse or computer bag. It delivers wireless Internet access to a group of users in a small area, about 30 feet. It’s about the same size as a credit card giving the user their personal Internet hotspot. We can definitely see that the boundaries of how technology will be used are pretty temporary. It creates quite the challenge for providers to stay ahead of the access and device game. Multi-Tasking The brain was not built to multi-task, but buyers will attempt to multi-task everyday. Many of them are simply overwhelmed by all of their responsibilities. The myth is they are being producti... ... middle of paper ... ...were in fact the leaders of their markets. Was buying Tivoli’s solution an example of their excellent operational management? We certainly made that case and it made new buyers feel like they were using the same approach as market and thought leaders in their markets. This marketing story all started with a simple analysis and I would encourage any provider to do their own work or engage a consultant who can help create this kind of message based on their own information. Buyers of certain products and services can sometimes have similar values. By understanding those values and projecting them throughout the provider’s messaging, more buyers can recognize themselves as beneficaries. If you are a company and think you’re the leader in your industry, what are you going to think when you see other industry leaders buying a solution they regard as strategic?