Making a market, leading the field or joining the game?

With media technology sometimes it’s hard to tell. The convergence of broadcast and IT technology and, the global nature of the market mean that it’s crucial to stay on target to increase sales and build value.

“Our new software is going to revolutionise this process…!”

Solutions are often brought to market based on pure technical innovation, but where are the right customers?  Because it worked for one customer it’s all too easy to assume it will work for them all.  This is often the biggest clash between market positioning and sales targets for media technology suppliers. Marketing needs to project a clear solutions value proposition, whilst sales are firmly rooted in the now.