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Report by Kleiner Perkins VC firm on state of internet adoption and growth across multiple categories of technology. Lots of good data for growth practitioners.
As always, this is a must-read!
@Platformula1 - awesome share!
Did you have a particular observation/takeaway that stuck out more than others?
AA: Thanks for the call out. Yes, I use her data to document market landscape asymmetry in both mature and emerging categories of tech. I then use it to recommend client strategy.
Ten years ago this September I published a 300 page book titled "Asymmetric Marketing" which was subtitled "Tossing the Chasm in the Age of the Software Superpowers." My thesis was that Microsoft didn't get to be Microsoft and Google didn't get to be Google by focusing solely on user adoption dynamics as Geoffrey Moore advocates in "Crossing the Chasm". Rather, they focused on building symbiotic partnerships (Microsoft w IBM & PC OEMs, Google w portal and broadband providers who wanted a 'search box') in order to attach to pre-existing user networks that lived within the partner's installed base. I called this symbiotic partnering model (along with a number of other growth best practices) "asymmetric marketing"---as in piggyback on the installed base & partner ecosystem footprint (market asymmetry) of big incumbents.
Meeker's research gives you a lot of color as to what's happening and what's hot and what's not in the overall digital economy and "as a service" biz segment.
There's also a lot of what Gartner calls "hypecycle" marketing in her docs as well, in that VCs are always pimping the latest thing they've invested in. I use that as "tell" to watch those categories to see what's ACTUALLY happening vs the hype.
I also generally hold the contrarian view that entrepreneurs need to screen out a lot of what VC 'thought leaders' say about tech landscapes. VCs have $$$ skin in the game, and win by "exiting" and so they tend to be NOT impartial and love it when startup folks "echo chamber" their ideas. So I go for the raw data from folks like Meeker. JB
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