Video Conferencing Industry Enters The Stage Of Micro-differentiation Competition III

Video Conferencing Industry Enters The Stage Of Micro-differentiation Competition III

Increased functions, system refinement, and service upgrades have become the content of special attention paid by different vendors in the video conferencing system rental business marketing process. Any subtle differences, through continuous feedback, improvement and accumulation, may become an important element of the systemic experience gap.

Experience marketing, focusing on brand perception building

The characteristics of the software video conference rental business itself determine that the marketing of the business is necessarily a "hard work" that emphasizes the customer's experience. Losing the absolute competitive difference of the product itself, who can succeed in the experience of the product details, who can hold the customer's heart.

Beginning in 2009, video conferencing leasing companies have strengthened their brand awareness building. Regardless of the upgrade of the customer service during the use and trial phase, the improvement and launch speed of the new version of the new version of the product, or the brand guarantee, the application concept output, the brand enterprise has built a continuous and vitality with the times. The importance of a good brand-aware environment.

By constructing a large number of micro-differentiated competition elements, the company accumulates in the small details of different aspects, including product interface, function, customer service, marketing slogan, application concept innovation, brand interpretation, etc., and hopes to be in the early stage of customer selection. In the middle of the selection process and the decision-making period, there are better product experiences, brand experiences and public opinion environments to support customers' choice of their products.

“It’s like two hotels with comparable costs. Whoever’s expensive, who’s profitable, and who’s more popular doesn’t depend on the essential difference between the two, but depends on who’s service details are better. Thoughtful, more intimate, who gives customers the 'experience' is more perfect," an industry veteran described the current competitive landscape of the video conferencing industry. The traditional marketing with the advantage of technology as the competitive resource is giving way to the marketing of the comprehensive competitiveness of the enterprise with the user experience value creation ability as the core. Video conferencing leasing companies are also transforming from traditional, innovative “production” enterprises to “service-oriented” enterprises with equal emphasis on innovation and service.

Faced with the new industry competition situation, the analysis believes that those enterprises that are not aware of the changes in the industry's competition law are likely to be “first” in the tide of large-scale development of the rental market. And those who are more able to listen to the user's voice and grasp the details of the user's needs will continue to become more powerful.