Strategic Overview

Abstract

In this and the following chapter, we develop a strategic overview of the development of the computing and information services markets. Success in marketing computing equipment and services depends on understanding:

• The direction in which the market is going (users and suppliers)

• How this direction can be influenced

• The key requirements for success in this evolving market place, such as:

  • The investment required for market development

  • The development of account control, where the equipment, support and after-sales service provided by the supplier effectively commits the customer to remaining with him

  • The ability to manage both short and long sales cycles

The picture painted here in relation to the above points may seem like an antique within a short time, such is the pace of development of the market. However, the aim of this chapter is not to provide a forecast, but to provide a point of focus, which is:

• (1) a source of examples and illustrations for the rest of the book; and

• (2) shows how the policies you need to follow are determined by the state of development of the market.