It's Not About the Technology

It's Not About the Technology is about a phenomenon most dreaded by high-technology industry executives: a failure at the execution leading to a missed market window. High-tech executives agree that a critical factor that drives the company to such a failure is the breakdown of interaction between marketing and engineering. This book is predicated on the notion that the success of execution lies neither in the technology nor in the market strategy. On the contrary, it is shaped by the context of an individual, whether an engineer or a marketer. From this viewpoint, successful execution in a high-tech company is manifest in a confluence of 3 contexts: the technological, the customer and the economic contexts. This book tackles the big questions of how to develop the basic craft of the thinking required in high-tech companies. Drawing from basic economic principles and practical experience in the semiconductor business, it breaks new ground in our understanding of the complexities of high-tech execution.

Table of Contents

The Problem.- Organized But Dysfunctional.- The Awareness of the Engineering Organization.- Marketing's Choice and Decision Making vs - Engineering Planning.- Differentiation is Not a Concept, But a Phenomenon.- We Relate Before We Differentiate.- Contexts Can Undifferentiate a Product!- The Semiconductor Company Context.- A Glimpse at the Marketing Context.- The Context of Execution.- The Semiconductor Value Chain.- The Product Definition Context.- The Economics Context.- The Customer Context.- The Design-In.- The Requirements Craft.- Manage Expectations.- The Execution Mindset.- Overcoming Technology-Centric View.- Marketing is Organized Decision Making.

Author Biography

Raj Karamchedu is a senior product marketing manager at Silicon Image, Inc., a world leader in high definition multimedia interface products. Mr. Karamchedu has built a wealth of experience over the past ten years in high technology semiconductor product management and design roles in a series of leading silicon valley companies. This combination of engineering and marketing backgrounds gives the author an ability to dig deeper and bring to light critical product marketing decision points that come up in the day-to-day semiconductor business. In his spare time Mr Karamchedu publishes a web magazine called Slowread - http://www.slowread.com - a site for entrepreneurial opportunities in India.