Solution Marketing Lessons from the Apple iPad - Steve Robins at ProductCamp Boston, April 2011
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The document discusses the marketing lessons learned from the Apple iPad, emphasizing its role as a content consumption solution rather than just a device. It outlines the importance of solution marketing, focusing on understanding customer needs and creating an integrated user experience. Additionally, it highlights the elements that contribute to a successful marketing strategy and the lessons that can be applied to revitalize weak markets.
Solution Marketing Lessons from the Apple iPad - Steve Robins at ProductCamp Boston, April 2011
- 1. Solution Marketing Lessons From the Apple iPad Steve Robins April 2, 2011 © 2011 The Solution Marketing Blog
- 2. Steve Robins 10+ years in solution marketing – Expertise in product solution and industry marketing product, – Experience: FirstBest Systems, Solution Marketing Strategies, EMC Documentum, KANA, The Yankee Group Founder, The Solution Marketing Blog, Top-rated solution marketing blog Inbound Marketing Certified Professional [email protected] LinkedIn.com/in/SteveRobins1 Twitter.com/SteveRobins SolutionMarketingBlog.com © 2011 www.SolutionMarketingBlog.com p2
- 3. Apple iPad… Is This a…. iPad… Tablet computer? Product? A t? Art? PC? Post-PC device? Media platform? Tablet Device Apple iPad © 2011 www.SolutionMarketingBlog.com p3
- 4. Apple iPad… Is This a…. iPad… Content Consumption p Solution Tablet Device Apple iPad © 2011 www.SolutionMarketingBlog.com p4
- 5. Apple iPad… iPad… Actually, It’s a Content Consumption Solution… Pictures Movies Tablet Device Music Apps Apple iPad Email, Games, Productivity, more © 2011 www.SolutionMarketingBlog.com p5
- 6. …With Integrated Tools to Obtain Content Music Apps, iTunes Mag. Subscriptions AppStore Tablet Device Bookstore Browser Apple iPad iBookstore Safari © 2011 www.SolutionMarketingBlog.com p6
- 7. Why It Matters – Putting It in Perspective Overall PC sales dropping from 15% growth to 10.5% because o tab ets of tablets. Consumer laptops hit most. (Gartner 2011) Apple share will drop from 86% today to 75% as new products enter the market that Apple created © 2011 www.SolutionMarketingBlog.com p7
- 8. Apple iPhone/iPod/iPad iPhone/iPod/iPad Quarterly Shipments 2011 (Calendar Qtrs) Qtrs) 50 45 40 35 ped Million of Units Shipp 30 25 iPhone iPod 20 Ipad ns 15 10 5 0 Q1 Q2 Q3 Q4 © 2011 www.SolutionMarketingBlog.com p8
- 9. Why It Matters The Chasm Main Street rs Relative % of Customer The Solution Opportunity The Tornado Tablets End of Life Early Lif E l Life Bowling Alley Innovators Early Adopters Early Majority/ Late Majority Laggards Time Technology Visionaries Pragmatists Conservatives Skeptics Enthusiasts Customers want technology Customers want solutions and convenience and performance Sources: E.M. Rogers, G. Moore © 2011 www.SolutionMarketingBlog.com p9
- 10. What is a Solution Anyways? so·lu·tion noun sə-ˈlü-shən a: an action or process of solving a problem b: an answer to a problem © 2011 www.SolutionMarketingBlog.com p10
- 11. Why Solutions? Customers want t C t t to solve problems or meet needs. They do not want to buy p products. © 2011 www.SolutionMarketingBlog.com p11
- 12. The Content Consumption Problem/Manifesto I want lots of content I want different types of content I d ’t want to work hard to get that don’t tt kh dt t th t content I don’t want to use different devices for that content I want it to be easy © 2011 www.SolutionMarketingBlog.com p12
- 13. What is Solution Marketing? so·lu·tion mar·ket·ing noun sə-ˈlü-shənˈmär-kə-tiŋ The process of defining defining, educating, and providing access to complete and integrated solutions l ti that deliver value by helping customers to solve their problems. © 2011 www.SolutionMarketingBlog.com p13
- 14. Solution Strategy S l ti St t © 2011 www.SolutionMarketingBlog.com p14
- 15. Complete Solution to the Customer’s Problem Solution People Technology/ Services/ Product(s)s Process Support Content/ Information © 2011 www.SolutionMarketingBlog.com p15
- 16. Solution Complete Solution to the Customer’s Problem People • User interfaces Technology gy • Training g OEM & Partners • Support • Hardware and People • Best practices infrastructure • Domain expertise • Applications • Complementary C l t technologies Process • Integrations • Process optimization • Custom coding Technology/ Services/ • Integrated experiences Product(s)s Process • ROI studies Support Reengineering Content/ Information • Data Content/ Services • Content, documents, • Communications services, hosting Information • Support images • External data sources • Strategy • Data security, data • Project management policies li i • Risk management • Consumer /Enterprise • Custom coding • Enterprise • Integration services © 2011 www.SolutionMarketingBlog.com p16
- 17. The Apple iPad Solution Ease of use Integrated experience C i di l Crisp display Not designed for one People Accessories particular user Tablet Maps Technology/ Services/ Email Process Product(s)s Support Integrated Stores Twitter Apps/Mags 65k apps Content/ Music Store Music Information Books Photos Videos YouTube (free) Browser Books © 2011 www.SolutionMarketingBlog.com p17
- 18. Solution Scorecard Dimension Rating Comments Completeness p • People/users, fit to needs 4 Exceptional experience but users not ID’d • Process 4 Integrated; multiple stores may be confusing • Content/Information 5 Full breadth • Technology: Hardware and software 5 Excellent breadth and quality • Services & support 4 Mobile – cell, WiFi Strategy • Differentiated offering – unique in market 5 Unique • Partners: includes tech, apps, and content pp 3 Includes many techs – lacks Adobe Flash • Partner-friendly business model (win-win) 2 Evolving Low points: subscriptions, friction over book prices Total 32/40 © 2011 www.SolutionMarketingBlog.com p18
- 19. Solution Marketing Strategy S l ti M k ti St t © 2011 www.SolutionMarketingBlog.com p19
- 20. Traditional Marketing – 4 Ps Promotion Product P Price P The 4 P’s P Place P Derived from SIVA model, Chekitan & Dev © 2011 www.SolutionMarketingBlog.com p20
- 21. Solution Marketing Strategy The 4 P’s - updated “Where can I learn more Education about it?” “How can I solve Solution Value “What is the my problem?” SEVA benefit and total Solution Marketing cost of this solution? l ti ? Access “Where can I find it? Where it?” Solution Marketing answers 4 customer questions Derived from SIVA model, Dev & Schultz © 2011 www.SolutionMarketingBlog.com p21
- 22. Solution Marketing Education Education – Message Customer: “Where can I learn more about it?” Where it? Message – It’s About Relevance –Speak the customer’s language –Business benefits, not technical features Match the message to the reality Create a dialog with the market © 2011 www.SolutionMarketingBlog.com p22
- 23. Value Value = Benefit - TCO Value- Value-Based Pricing Assume that vendor charges fair price for features provided Business Benefit ($) Lost revenue Customer Benefit Benefit Unneeded features Customer Benefit Benefit Price B Customer Customer Benefit Benefit A B C D High Value Fair Value Poor Value Fair Value Lost software Price matches Unneeded Price matches revenue benefit features benefit Solution use-case drives benefit and value use case © 2011 www.SolutionMarketingBlog.com p23
- 24. Solution Marketing Access Access Customer: “Where can I find it?” Where it? Customer-friendly sales: y – Where, when how the customer wants to buy iPad: access to iPad device as well as apps, content © 2011 www.SolutionMarketingBlog.com p24
- 25. Solution Marketing Scorecard Dimension Rating Comments Education and Engagement • Relevant, targeted message 5 User-speak, not tech-speak • Message matches reality 5 User experience is consistent with reality • Company engages in dialog with the 4 • Apple speaks with its actions • Apple SVP Prod Marketing ranked as top market social CMO • Minimal social media • Heavy on branding, experience •U Uses right channels t reach th audience i ht h l to h the di 5 • Message reaches market broadly Value • Customers willing to pay solution price 5 • Does not include low-value features 4 Apple is leader in spare design • Does include features customers want 4.5 • Price is profitable to the vendor p 5 © 2011 www.SolutionMarketingBlog.com p25
- 26. Solution Marketing Scorecard Dimension Rating Comments Access • Product available through channels 3 convenient to customers • Solution components available through p g 5 convenient channels • Sustainable business model for partners 3 Tradeoff: volume for lower profit • Partners offer quality products 5 App certification program Solution Marketing 53.5/ 60 Solution 32/40 Total 85.5/ 100 © 2011 www.SolutionMarketingBlog.com p26
- 27. Apple iPad - Solution Marketing Lessons Solution approach can revive weak market Simple device Integrated user experience g p Must be win-win for channel © 2011 www.SolutionMarketingBlog.com p27
- 28. Thank You Steve Robins [email protected] LinkedIn.com/in/SteveRobins1 LinkedIn com/in/SteveRobins1 Founder Solution Marketing Blog Twitter.com/SteveRobins SolutionMarketingBlog.com www.SolutionMarketingBlog.com © 2011 www.SolutionMarketingBlog.com p28