|
Product
Differentiators
In
keeping with the theme of this issue of
Confluence, this article examines the “top 3”
approaches that companies adopt to differentiate
their product. We will take a look at successful
products, large scale and niche, and understand
what worked for them.
Our research indicates that companies explore differentiation
through three ways -
-
Features
based
-
Price
based
-
Benefits
to customer
Let’s
start with the most common one first. Product
companies are enamoured with the prospect of
submerging their users in a deluge of features.
Often, the user has no time to react and finds
herself attempting to recover her investment by
sifting through manuals and tutorials to take
advantage of the features that the product offers.
The alternative is to spend dollars on training.
But, by this time, management has tightened the
purse strings and put a check on the training
budget. Although this opinion may appear
exaggerated, you will be surprised to know that
this account is quite close to the truth. In fact,
it will be interesting to do a study on what
percentage of features are used in
“feature-rich” prod
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Volume
5
