Despite the fact that vast engineering networks are the foundations
of modern society, the services that technology companies provide
over them have been a relatively neglected area of study. As a
result, marketing in some technology businesses has been
depressingly tactical and inconsistent. Marketers with little
experience, and even less professional training, run around
presenting PowerPoint decks to each other, chasing after the latest
fad and throwing erratic, changing activities at the market each
quarter. Many work on the unchallenged assumption that markets are
fast changing and that customers only want the lowest prices.
Yet this industry has liberated human imagination in the
internet and convinced the world that they must have a PC and a
mobile phone. Now, as a result of profound, relentless, global
forces, some of the leading firms and greatest minds in it are at
last turning their attention to service. With the advent of 'cloud
computing' and radical changes in the engineering of some
utilities, the marketing of services that are based on a technical
infrastructure is about to become as important and sophisticated as
in, say, consumer products. This book explores their story and
experience.
"I really enjoyed the book "From Products to Services" by Mr
Laurie Young. Encouraged by it, Haier accelerated its changeover
from a traditional product-driven to a more customer-centric
company. This new book "Marketing Technology as a Service" is
another major contribution to technology companies for the
cultivation of service needs worldwide." - Mr Zhang Ruimin, CEO and
Chairman, Haier Group, Beijing
"Young and Burgess describe a shift in mindset and pragmatic
techniques that are quite doable - Rae Sedel, MD, Global Technology
Practice, Russell Reynolds Associates.
"This book provides practical and insightful advice on how to
use services to turn technology into value add solutions for real
people - Rudy Provoost, CEO, Philips Lighting
"Business leaders in India have been remarkably successful at
offering technology based services like outsourcing across the
world. Currently worth $60 billion, they intend to reach $300
billion by 2020. To succeed, the Indian business community must
offer new value propositions and adapt to emerging trends, like
cloud computing. Burgess and Young have put together the first
comprehensive and practical guide for business leaders to meet
their challenges of exponential growth." - Dr Mukesh Aghi, Chairman
and CEO, Steria (India)
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