How to Launch an Opinion Leader Solution
By Sudhakar Raman
Strategy
We evaluated Taiwanese chip packaging companies to select an early adopter with the ability to shift to the higher accuracy design rules implied in flip-chip applications. This early adopter had to possess the financial resources to expand rapidly, taking share and establishing opinion leadership.
Our market penetration strategy was to establish a beachhead in Taiwan and quickly create a domino effect in Korea and Japan. Further, the marketing team secured management agreement that as long as we were meeting our early adopter market design win (first machine per account sales) goals we could delay the full public launch of our flip chip manufacturing system. Delaying the public launch to follow sales success in one region would give us much more credibility among follower accounts, and would give us time to deploy and stabilize a more complete solution.
