"Make What They Want or… Make What They Need?

Ronny Haraldsvik SVP/CMO, SpiderCloud Wireless m:1-831-224-5043 @haraldsvik

Market-Makers’ Dilemma

Presentation to “Consumer Behavior & Research”, MBA Class (Spring ‘13) – Prof. S.C. Thota

Guest Lecture, April 3, 2013

Market-Makers’ Dilemma Make What They Want or Make What They Need?

§ From 1984 to 2020 in 90-minutes or less…

§ But first, some marketing context

Sun Tzu 722–481 BC

Niccolò Machiavelli 1469-1527

What Do They Have in Common?

Abraham Maslow 1908-1970

Is Innovation Qualitative or Quantitative?

§ 1984 - “The Computer for the Rest of Us”

Who Won, Who Lost?

January 22, 1984 § 1997 - “Think Different”

Human Motivation Drives Innovation

Abraham Maslow - "A Theory of Human Motivation” 1943

Needs vs Want in Context

Need vs Want: Consumer

Name a Famous Person Who Loves Jelly Belly Jelly Beans…

Need vs Want: Social I

Did You Need This in 1928?

Need vs Want: Consumer/Business

Who Wins, Who Loses?

Need vs Want: Fixed Networks

When to Build a Category?

Need vs Want: Mobile Networks

When is Disruptive Good for an Entire Industry?

Need vs Want: Social II

Do We Need an iPhone or Facebook?

Timing is Everything

When is “Too Early”?

Are Innovators Rule Breakers?

Why?

…is the Most Powerful Question in Marketing!

The Rules of Engagements

The 20-80% Rule is in Effect… ….as often as the 80/20% Rule, but look out for the New 10/90% Rule …and the 90/10% Rule. For 2020 - The 1% Rule Impacts 99%

The Mobile-Social 24/365 Reality

Name an Innovator (Under 25) Who is Now a Recognized Success

Consumerized Anywhere access to Localized information via Cloud-based networks that are Uniformly customized and Tailored by time and state of mind to deliver Targeted information & Applications

CALCUTTA

Products & Services Tailored to Time and Location Based on

Multiple Personalities

Is this What You Want?

What’s Next?

Sensory Products & Services

See – Hear – Smell Taste - Touch

Human Sensory Perceptions Drive Commercial Decisions

How Do You Research 2020?

Name An Example of a Human Motivator in 2020

The Innovation Dilemma

Name an Example of Great Innovation Products or Services Because…

Qualitative Research

Quantitative Research

Intuition

The Power of Intuition

“…the acquisition of information by means external to the basic limiting assumptions of science, such as that organisms can only receive information from the past to the present” “Extrasensory perception (ESP) involves reception of information not gained through the recognized physical senses but sensed with the mind” (trans-temporal operation as precognition or Retro Cognition) - Duke University psychologist J. B. Rhine

Source

Gut instinct and/or ESP (aka the 6th sense)

Name a Product or Service You Created (in your mind) Before it Was Introduced By Someone Else

When Do You Make What They Want vs

What They Need?

Qualitative, Quantitative or Intuition?

Ronny Haraldsvik SVP/CMO SpiderCloud Wireless m:1-831-224-5043 @haraldsvik