One of my articles published on the NSRCEL Blog
The state of technology marketing in India (and else where) is something that is of prime concern for the introduction of new products and the so-called buzz being created to focus on innovative products in SW. We have mostly been a service based economy as far as IT is concerned and there is a sentiment of venture gurus to focus more on innovation, so as to sustain and lead in this arena. Many folks blame the marketing fellows to have failed in sustaining innovation, even if technical folks are busy creating newer ideas. A number of product companies funded by well-known money mines are being shelved, and the blame goes to the entrepreneurs behind these ideas. Are they really failing? Many of them get swallowed by the biggies such as MS and Google (the founders consider it success for them if they have been bought over by a bigger player!).
The state of technology marketing in India (and else where) is something that is of prime concern for the introduction of new products and the so-called buzz being created to focus on innovative products in SW. We have mostly been a service based economy as far as IT is concerned and there is a sentiment of venture gurus to focus more on innovation, so as to sustain and lead in this arena. Many folks blame the marketing fellows to have failed in sustaining innovation, even if technical folks are busy creating newer ideas. A number of product companies funded by well-known money mines are being shelved, and the blame goes to the entrepreneurs behind these ideas. Are they really failing? Many of them get swallowed by the biggies such as MS and Google (the founders consider it success for them if they have been bought over by a bigger player!).
I believe there is an amazing mismatch between marketing fellows and the techies, and this is the primary reason that they fail. People at the top are unable to comprehend, where buckets-full of money is vanishing in the name of branding a product. For every failure in the market, there are many success stories - sometimes the smaller fish is bought over by a giant or simply shelved into file-13.
I was interacting with the marketing fellow of a techie product - we did not know that he was not a PhD and not a techie fellow, until his boss revealed. The depth of understanding he had about 'how his product is going to help the customer' was superb. Another example, I would suggest a fellow from Mathworks Inc, who was completely from the sales and marketing side - the clarity he had about the usability of the product was the inspiration to even think of an alternative solution to the tool we were using at hand. You have to keep in mind, just two things - make the customer understand the technology involved in a very simple manner, and secondly, you have got to get the right price. Many marketing fellows avoid the most important questions, saying that they'll get back to the tech team. And some others, over-promise the merits of the product without even taking the tech team into confidence.
It is very difficult (particularly for the bigger companies, who are the guys with the money), to shift from a software tool to a newer one. They keep working with the older tool because their client overseas has not yet upgraded to the latest version or the newer tool in discussion.
Pouring money to marketing of technology is never going to work in the long run and we keep lamenting the disappearance of innovative SW. It has to (blame it to Darwin or to anyone) vanish unless sustained in a motherly way (marketing folks always have a mix of fear for tech and over-commitment, making them almost step-parental). In the same lines, we need more and more tech fellow develop the ability to market for themselves or assist the marketing fellow (instead of looking at the marketing fellow as a money-minded jerk who gets paid for 'just babbling'). In many successful companies, the pitching team always comprises of a combination of a tech person and a non-tech person.
We got to evolve. SW ideas evolve faster than they get accepted in the market. Secondly, SW ideas come to shape faster than bigger project's life cycle. Example, an Airbus 380 project had loss in billions of USD just because the SW they used underwent a major version upgrade. For this reason, the bigger projects prefer to freeze the SW till the project is delivered and the support for the project continues with the same tool. Its like, you have ten soaps on the shelf to take bath with, you'd generally choose one for the whole period of the bath (the project). Can you say that another soap which was bought while you were busy bathing has failed, for you!? Every innovation is important - to make it viable in the business sense needs planned effort.
It is high time that VCs and the folks whose money is involved, get deeper into the idea behind an idea, than just playing with spreadsheets. It has become like the discussion between a foster parent with her teenage daughter - the adult is not interested in going into details of what the teenager wants to prove, and the teenager does not want to or is incapable of explaining the real meaning of her intentions. The money-folks keep looking at the halo over the head of the inventor, and the inventor may lack the basics of explaining the money aspects of the innovation. Unfortunately, the idea gets shelved!
Money (funnily, many folks really understand it as muscle power - its true!) plus better marketing/entreprenuers can make more number of SW innovations see the light of the day - and we need not lament dying innovations (due to Darwin stuff about evolution and the survival of the fittest) - if people can do without them, they will.
Incubators such as NSRCEL are a great source of a collection of mentors who bridge this gap to a large extent. You will find people who are interested in both technology and money, (in an equally ignorant way!), so as to look at the better aspects of both. When you look at an idea from a non-rejection perspective, and with all the patience that it deserves, it will evolve faster and healthier. "Generally at the NSRCEL no Idea is rejected." And if you observe, the gap between the marketing and the techies are being filled by appropriate support from NSRCEL. To have the right kind of folks do the job they are best at is the focus. This will help the techies focus on innovation and would make sense when the need of the hour is to focus on innovative products.
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