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Moore Has Spoken—Were RFID Vendors Listening?
In a free RFID Journal webinar, bestselling author Geoffrey Moore, the world's leading expert on understanding disruptive technologies, laid out a strategy for success in the RFID industry. The question is: How many vendors were listening?
• Concentrate on winning additional customers in a specific market segment. Each new customer gets a solution provider closer to creating a "local tornado"—that is, rapid adoption within that industry. Owning an industry can be very lucrative, because customers are very loyal. (Moore suggested thinking about the loyalty to Apple Macintosh computers in the publishing industry.)
• Once you have achieved a tornado in one industry, tweak your product to solve a major problem for a closely related industry and start the process over again, building up a customer base until you can achieve another local tornado.
• When there are several tornados, the broader market enters the tornado. At that stage, companies need to switch from vertical industry solutions to horizontal solutions.
Several people who were on the call e-mailed me to thank me for hiring Moore to host this webinar. One person wrote, "That was the best hour I've spent in a long time. I wish I had read Moore's books 10 years ago."
I have to thank RFID Recruiters for sponsoring the webinar. Mike Shiff proposed the idea, helped get Geoffrey Moore to do it and put up the funds to make it happen. So I think the entire industry—even those who didn't log on—owe Mike a debt of gratitude.
Mark Roberti is the founder and editor of RFID Journal. If you would like to comment on this article, click on the link below. To read more of Mark's opinions, visit the RFID Journal Blog, RFID Connect or the Editor's Note archive.
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