Віктор Гайдін: “Marketing by Nerds: how R&D actually works”
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Transcript of Віктор Гайдін: “Marketing by Nerds: how R&D actually works”
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www.eleks.com www.eleks.com
Marketing by NerdsHow [ELEKS’] R&D actually works
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About meSoftware Engineer and Technical Lead, 2007-2011
Head of R&D, 2011-2014
Head of Products & Services, 2014-Now
Twitter: @victor_haydin
Linkedin: linkedin.com/in/victorhaydin
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Definition
R&D as a Service (PDS 2.0)
R&D as an Education
R&D as a Marketing Tool
R&D as a Motivation Tool
R&D as an Organizational Improvement Tool
R&D as [Write your own]
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Wiki
R&D is a general term for activities related to innovation. R&D activities differ from company to company, but it is either new product development or activities that facilitate future product development. R&D is not often intended to yield immediate profit, and generally carries greater risk and an uncertain return on investment.
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R&D at ELEKS
Internal process, not a product
Main goal is expertise development with focus on innovation
Part of product marketing
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Case #1: ADEL
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ADEL
Goal: S&M tool for quantitative financial analytics market.
Part of High-Performance Computing R&D Initiative
Open-source template-based automatic differentiation library for C++/CUDA
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ADEL: the Good, the Bad, the Ugly
Innovative, sophisticated and unique
Too niche, not eye-catching and not really usable in practice
You have to be PhD in math to understand what it is all about
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ADEL: Outcomes
Innovation and technology is only a part of the success formula.
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Case #2
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GGE (glass.eleks.com)
Goal: innovative eye-catching experiment for consumer-oriented brands and geeks
Joint project of Digital and Mobility&Wearables solution teams
Interactive video and web-site which give user feeling of new digitally-enabled experience for real-life sport activities
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GGE: the Good, the Bad, the Ugly
Innovative, eye-catching and award-winning
Synthetic, not really feasible in practice and more about digital marketing than technology
Cool but have to be explained
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GGE: Outcomes
Innovation, technology, eye-catchiness and wow-effect are in place. Lots of attention and awards. Works great as sales tool. Something is still missed.
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Case #3
Tesla + Smartwatches
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Tesla + Smartwatch
Goal: innovative eye-catching mini-product for hot and trendy technology and buzzy brand
Part of Mobility&Wearables solution program
Apps for Apple Watch and Android Wear that allow you to control your Tesla Model S remotely
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Tesla: the Good, the Bad, the Ugly
Innovative, eye-catching, tangible and desired by market
Not available in appstores. Yet :)
Tesla has nothing to do with it...
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Tesla: Outcomes
Innovation, technology, eye-catchiness and wow-effect are in place. Market and media wanted it. Lots of attention. Works as S&M tool. Still not perfect :)
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Summary
Let your geeks propose ideas, but validate them against the market
Keep your client and goals in mind
Don’t be afraid to experiment and fail
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www.eleks.com
Great Things Start Here@victor_haydin