B2B technology providers must actively and effectively counter the three trends of technology commoditization, consumption economics, and unprofitable subscription business models.
Designing successful products and services, creating solutions, and pricing those solutions requires a deep understanding of customer use cases, their operating environment, what they value, their behavioral characteristics, and their role in achieving a desired outcome, i.e., "the problem space." Designing with this deep problem space understanding is more likely to result in optimal offer-market fit.
To achieve optimal offer-market fit, technology providers must conduct effective market segmentation. TSIA has identified a strong correlation between solutions targeted at specific vertical market segments and profitability.
This paper offers an introduction to the role of market segmentation in XaaS strategies and offers rationale for segmentation as part of effective XaaS offer development.
Vice President, XaaS Product Management, TSIA
Publish Date: February 21, 2019
TSIA is well worth the investment. This is the one place where you can come and get a fusion of ideas that you can then marry up to the goals and objectives of your organization and boil that down into several actionable plans that you can implement over the next 6 months to a year.
Peg Rodarmel, SVP, Subscription Services, Infor
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