What Is the Relevance of Technology?

“Technology in the long-run is irrelevant”. That is what a customer of mine told me when I made a presentation to him about a new product. I had been talking about the product’s features and benefits and listed “state-of-the-art technology” or something to that effect, as one of them. That is when he made his statement. I realized later that he was correct, at least within the context of how I used “Technology” in my presentation. But I began thinking about whether he could be right in other contexts as well.What is Technology?Merriam-Webster defines it as:1a: the practical application of knowledge especially in a particular area: engineering 2 b: a capability given by the practical application of knowledge 2: a manner of accomplishing a task especially using technical processes, methods, or knowledge 3: the specialized aspects of a particular field of endeavor Wikipedia defines it as:Technology (from Greek τέχνη, techne, “art, skill, cunning of hand”; and -λογία, -logia[1]) is the making, modification, usage, and knowledge of tools, machines, techniques, crafts, systems, and methods of organization, in order to solve a problem, improve a preexisting solution to a problem, achieve a goal, handle an applied input/output relation or perform a specific function. It can also refer to the collection of such tools, including machinery, modifications, arrangements and procedures. Technologies significantly affect human as well as other animal species’ ability to control and adapt to their natural environments. The term can either be applied generally or to specific areas: examples include construction technology, medical technology, and information technology.Both definitions revolve around the same thing – application and usage.Technology is an enablerMany people mistakenly believe it is technology which drives innovation. Yet from the definitions above, that is clearly not the case. It is opportunity which defines innovation and technology which enables innovation. Think of the classic “Build a better mousetrap” example taught in most business schools. You might have the technology to build a better mousetrap, but if you have no mice or the old mousetrap works well, there is no opportunity and then the technology to build a better one becomes irrelevant. On the other hand, if you are overrun with mice then the opportunity exists to innovate a product using your technology.

Another example, one with which I am intimately familiar, are consumer electronics startup companies. I’ve been associated with both those that succeeded and those that failed. Each possessed unique leading edge technologies. The difference was opportunity. Those that failed could not find the opportunity to develop a meaningful innovation using their technology. In fact to survive, these companies had to morph oftentimes into something totally different and if they were lucky they could take advantage of derivatives of their original technology. More often than not, the original technology wound up in the scrap heap. Technology, thus, is an enabler whose ultimate value proposition is to make improvements to our lives. In order to be relevant, it needs to be used to create innovations that are driven by opportunity.Technology as a competitive advantage?Many companies list a technology as one of their competitive advantages. Is this valid? In some cases yes, but In most cases no.Technology develops along two paths – an evolutionary path and a revolutionary path.A revolutionary technology is one which enables new industries or enables solutions to problems that were previously not possible. Semiconductor technology is a good example. Not only did it spawn new industries and products, but it spawned other revolutionary technologies – transistor technology, integrated circuit technology, microprocessor technology. All which provide many of the products and services we consume today. But is semiconductor technology a competitive advantage? Looking at the number of semiconductor companies that exist today (with new ones forming every day), I’d say not. How about microprocessor technology? Again, no. Lots of microprocessor companies out there. How about quad core microprocessor technology? Not as many companies, but you have Intel, AMD, ARM, and a host of companies building custom quad core processors (Apple, Samsung, Qualcomm, etc). So again, not much of a competitive advantage. Competition from competing technologies and easy access to IP mitigates the perceived competitive advantage of any particular technology. Android vs iOS is a good example of how this works. Both operating systems are derivatives of UNIX. Apple used their technology to introduce iOS and gained an early market advantage. However, Google, utilizing their variant of Unix (a competing technology), caught up relatively quickly. The reasons for this lie not in the underlying technology, but in how the products made possible by those technologies were brought to market (free vs. walled garden, etc.) and the differences in the strategic visions of each company.Evolutionary technology is one which incrementally builds upon the base revolutionary technology. But by it’s very nature, the incremental change is easier for a competitor to match or leapfrog. Take for example wireless cellphone technology. Company V introduced 4G products prior to Company A and while it may have had a short term advantage, as soon as Company A introduced their 4G products, the advantage due to technology disappeared. The consumer went back to choosing Company A or Company V based on price, service, coverage, whatever, but not based on technology. Thus technology might have been relevant in the short term, but in the long term, became irrelevant.In today’s world, technologies tend to quickly become commoditized, and within any particular technology lies the seeds of its own death.Technology’s RelevanceThis article was written from the prospective of an end customer. From a developer/designer standpoint things get murkier. The further one is removed from the technology, the less relevant it becomes. To a developer, the technology can look like a product. An enabling product, but a product nonetheless, and thus it is highly relevant. Bose uses a proprietary signal processing technology to enable products that meet a set of market requirements and thus the technology and what it enables is relevant to them. Their customers are more concerned with how it sounds, what’s the price, what’s the quality, etc., and not so much with how it is achieved, thus the technology used is much less relevant to them.

Recently, I was involved in a discussion on Google+ about the new Motorola X phone. A lot of the people on those posts slammed the phone for various reasons – price, locked boot loader, etc. There were also plenty of knocks on the fact that it didn’t have a quad-core processor like the S4 or HTC One which were priced similarly. What they failed to grasp is that whether the manufacturer used 1, 2, 4, or 8 cores in the end makes no difference as long as the phone can deliver a competitive (or even best of class) feature set, functionality, price, and user experience. The iPhone is one of the most successful phones ever produced, and yet it runs on a dual-core processor. It still delivers one of the best user experiences on the market. The features that are enabled by the technology are what are relevant to the consumer, not the technology itself.The relevance of technology therefore, is as an enabler, not as a product feature or a competitive advantage, or any myriad of other things – an enabler. Looking at the Android operating system, it is an impressive piece of software technology, and yet Google gives it away. Why? Because standalone, it does nothing for Google. Giving it away allows other companies to use their expertise to build products and services which then act as enablers for Google’s products and services. To Google, that’s where the real value is.The possession of or access to a technology is only important for what it enables you to do – create innovations which solve problems. That is the real relevance of technology.

Tips To Creating Your Own Marketing Strategy

Developing and creating marketing strategy is an essential for any types and forms of business. If you do not have one, it is a must that you create one, your efforts, time and money are likely to be inefficient and useless.

You should create your strategy which focuses on making sure that your products and services meet what the customers want and needs. This is important in order to develop a long-term and profitable relationship with your customers.

The main goal of a marketing strategy is to identify and to communicate with what benefits of your business could offer to your target market. Quite genius!

In order to achieve those goals you have set in your mind, you will need to create a smart strategy which can respond to customers’ perceptions and demands.

Tips below could help you define your key objectives and goals in reaching your customers, on the other hand, this could help you identify which customers you should focus on. Smart list for smart and effective action.

  • Identify your Key Elements. The acknowledgment that your existing customers will fall into particular groups or segments is one of the key elements for a successful marketing strategy. Characterize them by their “needs” and “perspective”. Market research could help you identify these groups and especially their needs, address them in a more fruitful way than your competitors, this should be the center of interest of your strategy.
  • Strengths and Weaknesses. Your strategy takes account of how your business’ pros and cons will affect your marketing. A genuine Strengths, Weaknesses, Opportunities and Threats analysis could be a great start, to begin with. This one is a substantial idea to conduct market research on your existing customers, it will also help you to build a more genuine portrait of your reputation.
  • Developing your Marketing Strategy. Understanding your business’ pros and cons and the other external variables to consider, you could develop your strategy that engages to your own strengths, match them to the transpiring opportunities. These questions below could possibly help you develop your marketing strategy:

  1. What changes are taking place in the business’ environment?
  2. Are these opportunities or threats?
  3. What do I want to achieve?
  4. What are the customers’ demands and needs?
  5. How do I target the right potential customers?
  6. Which are the best way to connect with my customers?
  7. Is there something missing with my customer service? Do I need to improve it?
  8. If I change my products and services, could it be possible that it will be more profitable?
  9. How do I price my products?
  10. Which is the best way to promote my products?
  11. When can I finally conclude that my marketing is effective?

  • Tips and Drawbacks. Think about how you can get the most out of your existing customers before looking at new markets. It’s more economical and swift than finding new customers. Take time to think and consider, could it be possible to sell more to your existing customers? You could always search for ways of improving the possession of customers. Your marketing strategy document should:

  1. Examine the different needs of different groups of customers
  2. Focus on a market niche where you can grew rapidly
  3. Goal to put most of your efforts into the 20 percent of customers who provide 80 percent of profits

Avoid these:

  1. Makes assumptions about what customers want.
  2. Ignores the competition.
  3. Trying to compete on price alone.
  4. Relies on too few customers.
  5. Trying to grow too quickly.
  6. Becoming complacent about what you offer and failing to innovate.

A Simple Plan: Remedies

How You Can Get Rid of Bed Bug Bane for Acceptable Bed bugs are parasites that reside on beastly and animal blood. A lot of humans accede bed bugs a above affair because they are accepted to abide animal homes and tend to break in your beds and mattresses, sofas and bendable furnishings, as able-bodied as, in cracks and crevices. You commonly get bed bugs through accessible busline or in theaters. In some cases, bed bugs canyon through pipes and base to get into one accommodation to another. You may accept a harder time audition the attendance of bed bugs. Their agriculture agenda usually avalanche aural your sleeping hours. After agriculture on you for a few minutes, they go aback to their ambuscade place. But accepting bites on your derma tend to be a able assurance that bed bugs are agriculture on you. These bites are generally in rows and are commonly arresting for up to nine days. Even admitting analysis credibility out that bed bugs do not address diseases, they augment on your claret and their bites crawling for a while. It is due to this that a lot of humans adjudge to apply altered agency of accepting rid of them. Exterminating bed bugs can be difficult abnormally because they adumbrate in abounding places. Accepting the advice of a annoyance ascendancy able will be all-important abnormally if bed bugs are already in your home. With abounding acquaintance in this blazon of problem, they can calmly actuate breadth the bed bugs are ambuscade and apply all-important agency of eradicating them. You can advice accomplish the activity easier by removing any ataxia in your home. With beneath being in the area, it will be easier to ascertain breadth the bed bugs are hiding. By accomplishing this, you are aswell allowance confine the bed bugs in their present area and not alteration to another.

Valuable Lessons I’ve Learned About Remedies

Usually, annoyance ascendancy professionals will go through a alternation of procedures to abate bed bug bane for good. This usually starts with an appraisal of your home wherein absolute analysis of ambition areas including beds, furniture, rugs and linens, as able-bodied as, cracks and crevices, is essential. Depending on the severity of the bed bug botheration you are facing, your annoyance ascendancy able will actuate and acclaim the best advance of activity or analysis activity you care to take. They may altercate with you whatever plan or advance of activity they intend to yield so as to accomplish abiding that you accede of their methods. You can accede on a adjustment that best apparel your family, pets and environment. A lot of of the bed bug analysis methods appropriate by able annoyance exterminators are accurate able in preventing bed bugs from crumbling and/or breeding. To accomplish abiding that the analysis plan worked, your bed bug ascendancy specialist may agenda a aftereffect appointment to your home for monitoring. They may aswell acclaim any accomplish or aliment procedures that will anticipate bed bugs from infesting your home already again.Incredible Lessons I’ve Learned About Remedies