The Market Attacker

Exploit commercial application of advanced technologies,

tap revenue opportunities generated by fragmentation of well established value chains Similar marketing challenges, to show sustainability and profitability of their offering Identifying business opportunities with significant value
Once opportunity selected, develop them quickly

Team up with incumbents and collaborate vertically:

Identifying business opportunities with significant value: In late 1990s, Good Technology, a California based software provider began offering solutions that allowed users to integrate their mobile email with their corporate email infrastructure

Develop the opportunity quickly: While many companies had similar ideas for bridging corporate and mobile email, Good benefitted my securing an early foothold

The Market Attacker

Team up with incumbents and collaborate vertically

Step 1 Establish relationship:

Step 2 Consolidate the engagement model Step 3 Extend partnership