Market Hacking the XaaS Economy
Joseph Bentzel-Platformula Group has not received any gifts yet
I've seen more than a few tech waves come and go---and in every single one of them I've seen market hackers carry off the prize, becoming superpowers in the process. Market hackers live at the intersection of great products and creative partnering---and understand how powerful it is when your innovation is symbiotically attached to or incorporated into your partner's product experience or customer ecosystem.
I've had more than my fair share of teachable moments. Back when I still had hair, I was fortunate to work in AT&T headquarters marketing during their early, pre-web experiments with online consumer services---then called videotex. During this time I learned firsthand the power of the device + service model, and the importance of key partnerships in that model, e.g. the alliance between AT&T and Knight-Ridder.
And then came the dotcom boom (and bubble of course), with it's marketplaces, exchanges, communities and the pioneers who powered them---like the folks behind the Connect MarketStream SaaS platform for B2B and B2C ecosystem commerce.
Fast forward to today's anything-as-a-service (XaaS) economy----driven by cloud/mobile convergence and distributed application architectures.
On this landscape, new 'as-a-service' players are leveraging devices + services, APIs, cloud marketplaces and high-growth corporate open source alliances (COSA) to drive adoption of their Ingredient 2.0 innovation through what I call Distribution @ the Core. And they're not just thinking 'platform'---they're thinking 'platformula'---i.e. the creative fusion of their functionality, sticky packaging and partner incentive/monetization model.
As the name implies, that's what Platformula Group is all about. Helping XaaS innovators build partner-advantaged roadmaps, identify market hacking opportunities, and develop the positioning and content that helps them activate their own 'superpower pattern'. Happy market hacking.
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