Enterprise Customers are People Too - Marketing Mobile to Enterprise Users
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The Nature of the Wholesale Trade Industry
Most of us normally buy everyday goods and necessities from superstores, and other retail outlets. Superstores, gas stations, department stores, different branded products, are some examples of retail outlets. These are called retail outlets because they sell products at retail price, and not wholesale price, meaning, that they keep a certain significant percentage of the selling price as their own profit.
The Role of the Wholesale Distributor
Only the manufacturers and the retailers know the real importance of the role which the wholesale distributor plays in the whole process of creating the good, and then selling it to the customer. Therefore, it is understood that neither the manufacturer, nor the reseller, or retailer can survive without them.
Where to Buy Wholesale Merchandize From
Of course, every business, office, university, and college needs to buy wholesale products. It may be simple stationary, or it may be a variety of things. It may be a department store buying wholesale products to resell, or it may be you, yourself, who may want to shop for wholesale products. The only problem is where to locate a wholesaler? Where to buy that certain item you need? How do you find the wholesaler who will offer you the perfect price? If you are a business who needs to buy items from a wholesaler, then it is best that you find the trader who offers products in the price range which suits you.
Where to Buy Wholesale Products
When you buy retail, you are usually paying more than the worth of the item. This is because retailers have to gain profit, and thus they add their profit margin to the wholesale price of the product, and so sell products at a profit. Even when one tends to buy things on sale, and at a discount, the retailers do make a profit, although it is minimized because of the discount offers.
Marketing to enterprise customers can be a challenge because of the complicated chain of decision makers, long sales cycles, and the frequent need to customize processes or products to meet their needs. But, of course, it is a valuable target market for many products and services, despite these extra challenges.
What some companies miss, however, is the parallel need to market to the end users within an enterprise, and maybe even capture their imagination. Disappointed end users can degrade or defeat an enterprise sale by opting out or making counter choices. We saw this in the early days of personal computers, where many departments defied the will of the corporate IT group and made their own choices of brands, word processing software, and spreadsheet tools. Likewise, in the early days of the mobile telephone, the largest group of buyers were business users making phone and service choices as individuals, but using them for business.
A recent survey in the UK, reported on ZDNet, shows that among enterprise smartphone users, 59% are very satisfied with their iPhone, versus 47% feeling the same about their RIM Blackberry. What is interesting is that RIM practically created the enterprise smartphone category with their innovative way to make enterprise email, contact, calendar, and other information available to mobile users while making the CIO comfortable that the firewalls were still secure. Apple, on the other hand, has focused more on Phone + iPod features, and is frustrating business users with the lack of support for Microsoft Outlook Exchange, RIM, task lists, remote deletion tools, etc.
So why are enterprise users satisfied? What seems to have happened is that Apple has captured the imagination of the enterprise users, who are people too. By doing this, Apple will probably find it far easier to add enterprise applications to their offering and win the enterprise market (perhaps with the upcoming release of their SDK software development kit) than RIM will find the challenge of making their phone more appealing to users.
This is a shame for RIM, given all of the good work they have done. But it is also a good lesson - knowing how to win the hearts of people is a more challenging but more lasting business capability than knowing how to shape a product or service to meet the needs of an enterprise.
About the Author
Steve Lamont is an Engagement Partner with Crimson Consulting Group. A 28 year career telecommunications expert at Accenture, McKinsey, McCaw Cellular and NextWave Broadband, he blogs on Mobile Internet Markets in Achieve Market Leadership.
Source: Marketing Articles on ArticlesTree.com
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