During our recent interactions and discussions with various technology firms in the software, Web and telecoms sectors, it seems that when commercializing their products and services, the majority focus on either promoting the features and characteristics they offer clients (e.g. A cloud-based file sharing services that syncs across mobile and desktop devices), or on the practical benefits that clients get from buying their offers (e.g. Simple, secure file sharing from anywhere).
While many companies offer leading edge, technology-based products and services, a large number end-up with a ‘me-too’ approach.
Such products and services usually lack a clear set of measurable advantages that come from using the offer as compared to the next best market alternative, including the unique value provided to prospective customers.
Does this really matter in our quickly-evolving technology marketplace? (more…)