Mar 15, 2010I've been writing a lot about Geoffrey Moore lately, in my blogs on this site and on RFID Connect, as well as in the upcoming issue of our print magazine. Since reading Moore's bestseller, Inside the Tornado, I feel like a blind man given sight. I now understand why so many companies are reluctant to adopt radio frequency identification, even though the benefits have been proved. And I understand how vendors can drive adoption, and how they can emerge as "gorillas"—Moore's term for the dominant player in a particular technology segment.
That's why I'm so pleased that, with the support of RFID Recruiters, we're able to host a free webinar with Moore on May 4. The author will explain the technology adoption life cycle as it applies to RFID, and also answer questions from our live audience. This is a unique opportunity for those in the industry to hear what strategies they should adopt—from the expert who, literally, wrote the book on technology adoption.
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In addition to discussing how new technologies, such as RFID, are adopted, Moore will explain the key principles for executing new product development. He will also provide guidelines for sales and marketing strategies for each stage of adoption: what RFID companies must do to cross the chasm that separates adoption by technology enthusiasts and early adopters, and adoption by the larger early majority market; and how companies should adjust their strategy as RFID goes mainstream.
Moore's unique insights into technology adoption provide a framework that all members of a technology company's team can use to guide their plans for product development, strategies for sales and marketing, and decisions regarding whether to pursue or bid on specific projects.
Among the critical issues Moore will discuss are:
• When to build a solution that meets the detailed needs of one market niche, and when to generalize your product
• The importance of providing a differentiated "whole product"
• When and why to focus on customer intimacy, and when to ignore a customer
• The significance of the economic buyer versus the technical buyer versus the user buyer
• When to focus on a return on investment, and when to ignore ROI
In my view, CEOs of RFID companies should require members of their management team to attend this webinar. That's because it's critical for teams to be on the same page about where RFID is in the adoption life cycle, so that they can determine the right strategy. An hour-long webinar will not answer all of your questions, but the next step would be to have senior executives read Inside the Tornado, and for larger companies to consult with Moore on the proper strategy.
No, I'm not getting any commission on this. I simply want RFID firms to succeed, and I want them to build the products end users want—and I believe Moore can help them do just that. I think it might be fair to say that those who follow his strategies have a far better chance of emerging as the gorillas, and those who don't will wind up as "chimps" and "monkeys." So, if you want to be a gorilla, tune in on May 4 at 2 PM EDT. Simply click here to register.
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 or click here.
