Had the pleasure of sitting on a valuable together by RFID Journal Live (kudos to Mark and team there!) and came away with a lot of common sense and practical advise by Geoff Moore who continues to amaze with his innate ability to simplify and explain things in lay man terms.
If you are a RFID solution vendor I’d highly recommend listening to this Webinar if you haven’t –> Geoff hits the nail on the head on numerous issues that are possibly hindering market penetration strategies that are being adopted by vendors, and the highlights that ‘stuck’ for me personally (and what we’ve been articulating consistently as well) were the following:
- Look for sustainable value for end-users in ‘bowling alley’ markets that are niche but repeatable – and put the focus on the system for the end-user where you can clearly articulate value for your customers as a solution (vs. disparate technology pieces). And btw, this can’t be a rip and replace model for end-users – you have to show them the incremental value.
- Partner expectations need to be lined up based on the type of markets they are targeting (for example, the tag / reader vendors can’t be gunning for a tornado market when the SW vendor is going after a more niche bowling alley market)
- Perhaps most importantly, his analogy of how Qualcomm took a system (Hardware + Software) to CDMA that basically took them into a Tornado market from a Bowling-Alley market and how tag and reader vendors can do the same by partnering with SW vendors to deliver a complete system of value to end users – was something that personally resonates deeply and I hope there were some HW vendors listening on the call that take this invaluable insight to heart and do something about it – ‘Hardest thing for technology companies to do is to stop thinking about your technology and pulling together the other partners required to deliver solutions of value to the customer’ – Amen to that and check out “ Er…Isn’t this really about “Execution”?” from last December on AllThingsRTVS!
Kudos again to Mark and team for pulling this together, and it’s going to be interesting to see how things change in the RFID vendor landscape to line up vertical solutions / systems of value to end customers.