This blog is the third in a series that describes the changing landscape of technology sales and the consumption gap. Previous and upcoming installments discuss how the video collaboration industry is being impacted and where service-led engagements can benefit customers, partners and vendors.
As technology vendors, we have followed the standard business practice of adding more and more features and capabilities to our products. We do it because customers demand it, we do it because we can and we do it to keep up with our competitors. Unfortunately in many cases we have reached what the Technology Service Industry Association (TSIA) describes as the consumption gap. Where there are gaps, there are opportunities.
Today most customers are overwhelmed with the amount of new features and capabilities our solutions make available to them. They are challenged to keep up with the possibilities our technology offers them. In addition to providing basic implementation and integration services, and supporting our customers on what they already have in place, we need to look at bridging the technology consumption gap.
To address the gap, advanced services such as adoption and analytics can help customers realize the full benefits our solutions have to offer. Bridging the consumption gap should lead to higher utilization rates and will drive customer success, leading to additional product and services requirements.
Be sure to check out a fun new video from Polycom that highlights the importance of understanding utilization.
For more information on the consumption gap, check out the slide deck, Consumption Economics - The New Rules of Tech from TSIA at the link below: