Taking Strategy To Market

Nowhere is the importance of strategy content to marketing more visible (literally) than in IPTV -- as Adventis illustrates in its white paper "How Telcos Can Win at IP-TV," written by Ford Cavallari and Keith Cole. Firms must not only have a strategy, they must also convey the strategy successfully -- to customers, technology partners, and internal stakeholders. Winners thrive by using those strategies to attract support, both politically and technologically.

"Most Telcos face a credibility gap due to their lack of experience in the media and entertainment world. . . . If Telcos are going to launch TV offers . . . then appropriate skills, infrastructure and board-level support must be secured early on in development."

--Adventis

It makes sense, then, that if you want to sell technology to those IPTV providers you must do more than just enable the delivery of advanced services. You must also lead by example -- by articulating the vision of what these services mean in the new competitive environment. For an example, see the brochure I wrote for SeaChange. SeaChange supplies the IPTV technology to companies that include Microsoft, Comcast, and Time Warner.

This is a lesson that applies well to other technology areas besides IPTV. Convergence is everywhere. And strategy content is the glue that binds previously disparate interests (like IP servers and entertainment) together.