Information Technology Marketing: A Skeptic’s Response
Issue 30, Winter 2006 Information Technology Marketing:
A Skepticâs Response
by Benefo Ofosu Benefo III, MPLP
Technoglogy Coordinator
The incessant aspiration that motivates us to purchase items, services and merchandise
is the very same characteristic most readily identified by both charlatans and
marketing executives alike. Business consumers are not merely prey to the product
manager; they are, in theory, the weaker component of a symbiotic relationship.
Whether service provider, product manufacturer, consulting agency or VAR (value
added reseller), IT vendors are dependent upon consumers for their sustenance.
Perhaps the most pervasive of all instruments intrinsic to capitalism, the effective
deployment of marketing techniques incorporates a seemingly reprehensible approach
to recognizing and capturing potential customers. Within this rather broad assessment,
several key concepts abound, affording even the layman an opportunity to grasp
the considerably complex inner-workings of the client-solicitation machine.
Consider the following scenario: an ISP (Internet
Service Provider) identifies a segment of its dedicated business services customer
base1 as
a test market for a new product. Touted as an inexpensive, high-bandwidth ADSL
connection for small LANs (less than 25 users) in commercial applications, the
ISP dubs the offering âSmall Office Connectivity Solutionâ (SOCS)
and introduces the product to prospective customers with appropriate business
requirements. Given a cursory glance, there is no obvious culpability. However,
as one examines technical aspects, the ISPâs new product is surprisingly
similar to an existing product- one designed for home users and as such, neither
suitable2 for mission-critical
applications nor worth the 50% premium charged for its use. Priced less than
SDSL services, âSOCSâ is marketed to businesses as a viable, cost
effective alternative, a convenient device employed by the ISP to increase revenues.
Upon determining the package details and finalizing sales objectives, the product
is deployed nonetheless, having been advertised and promoted through additional
rebates and new contract incentives.
Much akin to other ubiquitous, covert and grossly underestimated
societal elements, modern day marketing practices have established a precedent
that defines our behaviors. It is this inconspicuous, yet overwhelming mechanism
that informs us about ourselves, persuading us to acquire the items we need
(or perhaps, want) without warrant or invitation. Valuable beyond the allure
of the ready-made solution, careful study of our business requirements and a
comprehensive understanding of technology would better serve our purposes.
_____________________________________________
1. businesses contracting
for internet access through leased lines, dedicated services or SDSL connections
to ATM backbones
2. Typically, ISPs do not offer SLAs, or service level
agreements for ADSL products, as the technology is subject to performance
factors governed by additional parties (i.e., ILECs or local telephone companies)
Technology Section
Return
to Front Page
