Paridhi Paridhi
Marketing
Hardware vs Software Marketing
Can They Co-Exist?
The debate over hardware vs. software vs. services has
always been a fascinating discussion . Many companies
don't face this problem because they are either a
hardware company or a software company by design.
However, others find themselves wrestling with this
challenge because they either acquire technology that
thrusts them into “the dark side” or they add new
technology through organic growth that creates the
conflict.
Many companies fail to make the transition because they
underestimate the true impact of trying to transition from a
hardware company to a software company or vice versa.
This is a left-brain/right-brain issue. Hardware companies
are typically very analytical. Their development cycles
take longer – often measured in years, but their sales
cycles are shorter – often measured in days. They are
focused on speeds-and-feeds, and their competitive
analysis is based on specifications from data sheets
(often referred to as “specmanship”).
Software companies, on the other hand are highly
creative. Their development cycles are shorter.
Software-as-a-Service (SaaS) architectures have
exaggerated this issue by allowing companies to release
software in real-time. It is very common for software
companies to have a weekly (or even daily) release cycle,
but their sales cycle could take months. Software
companies rarely focus on specmanship, but rather on the
“solution” and “user experience” of the product.
Much of this issue is due to where the products fit into the
solution food chain. Most users don't think about the
hardware that much. Customer is less aware of the
hardware part, but keenly aware of the software features.
The hardware products are simply a layer removed from
the user experience.
It is very common for high-tech companies to grow
October 2010
Page 2
By Tusar Verma
through acquisition. In an effort to out-flank the
competition or to gain market share, a company will
acquire new technology to fill the gap. Relatively speaking,
the acquisition is the easy part. Integration of the new
company into the larger organization is the difficult part.
This can be particularly tricky if a hardware company is
acquiring a software company or vice-versa. Management
teams often underestimate the challenge of bringing the
teams together. Hardware and software businesses are
completely different and employees at all levels think,
execute and manage differently. Engineers, marketing
managers, sales executives, support staff and even
finance managers work completely differently. Asking a
hardware sales person to sell software is like asking a
Spanish teacher to give a lecture on Italian. They know the
process, but not the domain expertise.
There are many examples where companies have been
able to market and sell hardware, software and even
professional services. However, in each case they were
very strategic and diligent in there execution. Companies
usually rely on focused strategies to create focused
hardware and software groups. They developed
“solutions-marketing” strategies to bring the elements
together into an end-user experience that exceeded their
competition's value proposition.
“The difference between hardware and software is that
eventually all hardware will fail, and eventually all software
will work.” This statement is humorous because it is so
accurate. It reminds us of how inherently different the two
worlds are. They approach the market from opposite ends
of the spectrum. If you are trying to manage, market or sell
products that are at their core uniquely different, then
recognize the challenge and don't fight a losing battle.
Position them differently. Apply the right talent and leave
your competition behind.
October 2010
Page 7 JUST CHILL ...
Wandering And Discovering
Over the small hill near the river the voices of chatting with
occasional laughter can be heard. Few friends have gathered
for a fun & frolic evening. This has been their general routine
over the last three years to gather every weekend with only one
exception so far. Although little tension is in the air they know
in their heart that together they can overcome any obstacle in
life.
Jai laying there on the sloping hill and looking at sky asked
'Jiggi yaar tu itna chup kyon hai?'
Alok said ' mmmoth…er ina' mouth being full of snacks.
'What????' asked Aditi.
Jignesh said in a sad voice 'For last two days I am spending my
nights in office building'.
Turning his face towards Jignesh Jai asked 'Kyy…yyon.
Meetings…….. …… project deadline'.
Having munched his snacks by now Alok said 'arre iske boss ki
mother-in-law ayi hui hai'.
'So what?' Jai asked being confused.
Then Alok said ' Arre when boss gets his own boss then he turns
monstor. His boss has not seen his own home for past three
days. Waise Jiggi is getting a 30% raise for being with his boss
in this eeee….motional need of hour.' Then everybody breaks
into laughter.
Jai having tears in his eyes and still not able to control his
laughter said 'Jiggi note my words he will not forget your this
help even in his grave.'
'But now I am not interseted anymore in my job or my work'
Jiggi said in a serious tone looking away from his friends.
'Arre tu to serious ho gaya' Jai said now sitting cross legged.
'Because I am serious about it. Since last one year everytime I
came here I want to share this with all of you but everytime
there were one or the other important issue.' Jignesh said.
'I mean this is not what I have planned for myself .'
'I have already switched my career thrice and is on the verge of
doing it fourth time in three years. When I look back some 6-7
years, those days were good. Every thing seems to be planned
out.'
'But what you want that is important. No one design their life.'
Aditi said in her self proclaimed fashion.
'What? You don't want him to plan for future.' Alok asked being
somewhat irritated.
Then Jai said 'No no. Do plan but I think we should give ourself
enough freedom to experiment'.
Aditi trying to make it simple said 'I will suggest you that if you
still don't feel settled in your life. Don't rest until you get what
you want because this is the time to search and discover what
you like or not. Everyone has to discover…………..'
Intrrupting Aditi Alok said 'Discover …... search……
experiment ….. Are we in Nuclear Physics class or what? Jiggi
don't listen to them. You just need a breeee…eeeak. That's it. I
will book our tickets for Goa. We will have fun'.
'Waise bhi 30% increase ke bad break to banta hai' Alok said
By Dhawal Chawla
smilingly.
'Alok why are you so afraid of having doubts?' Jai asked.
'Exaaaaaaaaactly. Having doubts & fears is not bad unless you
allow them to overtake.' Aditi said as if she has won the battle
of Krukshetra.
'My point is we are already living our life in intense competitive
pressures chasing relatively few opportunities. And I fear that
he doesn't do something wrong in confusion.' Alok said
clearing his point.
Jignesh having listen to his friend's suggestions and then
timidly said 'Sometimes I feel lonely and confused making
important choice'.
Alok was thinking that he feel so crowded in traffic jam when he
make important choice of what he will have in his lunch.
'The problem is that you think that in the past everything was
alright when actually it was not. And now you want to match
your present with your supposedly perfect past with concious
decision making with loads of expectations'. Jai said feeling
elated as if he has explained Stephen Hawking what happened
before Big Bang.
Aditi opening another packet of snacks said 'There is no success
recipie for making good choices. Establish your own new
norms. Today there is so much diversity that it is absolutely
alright to search & tinker with your options.’
I have already delayed so many important decisions of my life
and I don't know how much more time I require.' said Jignesh.
Then Jai said 'But that is a difference in perspective. What you
take as delay Aditi is taking as an opportunity to discover more
about herself and the world around her.'
'Am I right Aditiii…iii?' Jai asked having a mischievous smile on
his face.
I think it's time we should leave now. It's already late and
weather is also uncertain' Aditi said looking at her watch.
All of them started to get up. Jai put his ipod in his bag. Aditi put
her water bottle in her bag.
Alok who was still sitting there said ' I think you should take
uncertainty in life as an opportunity rather than to feel tense
about it. And get yourself settled, as future borrows it strength
from present.’
Suddenly everyone started to look at Alok with their mouth
wide open.
'Whaaaat? You think only you people can preach.' Alok said
dusting off grass from his bag.
Then Jai putting his arms around Alok's shoulder and making a
crying face said ' Look what you have done to my friend. Don't
worry. We are definitely going to Goa and then everything will
be OK. '
And then everyone again breaks into laughter.
'I will try to get myself engage in the business of living.' Jignesh
said being happy to share his problem with his friends.
Then suddenly it started to rain heavily. Initially Aditi and Alok
tried to run for cover but seeing their friends enjoying this
sudden down pour they also stop there to enjoy.