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TMC Audio Archive

Technology Marketing in the Age of the Cloud

A Panel Discussion Moderated by Chris Halliwell, TMC Director, with:

Regis McKennaRegis McKenna, investor, author and legendary Silicon Valley marketing guru:

"Apps are the customization of user experience, and the basis of brand."

Tim J. SmithTim Smith, author of Pricing Strategy, and TMC Instructor:

"Usage data for individual fields or modules enables granular value definition and incremental upsell to maximize per user pricing."

Matthew FreyMathew Frey, CEO of Optimum Energy, leaders in cloud based optimization of mechanical systems:

"We simplified our offer to reduce upfront complexity and risk, while driving growth by serving a disparate set of users."

Summary: The panel explains how cloud technology can drive profits for suppliers if they leverage data analytics to orient value delivery around modules of end user functionality. Bite-sized hardware, software and service "apps" can lower upfront customer risk, and upfront customer acquisition costs. Value modules can be customized and precision priced to finely granulated segments; they can be offered to upsell and further automate workflow; and they can be repackaged for sale to ecosystem partners serving the target market.