Segments of the Technology Marketplace

IT Professionals

IT Pros are pulled in all directions. They must make the current systems bullet proof - and yet constantly plan for the future. They are responsible for leveraging technology as a business asset but their careers are on the line if things go sideways.

Line of Business Managers

The Line of Business Manager is often a critical link in the purchase process. While the IT Professionals may make the final decision, the Business Managers hold the budget and must champion the project through the organization.

Business Professionals

The End User's satisfaction plays an important part in any product's success. Understanding user needs and attitudes is key to developing products that they will use.

Small Business Owners

Small business owners must make important technology decisions with very limited understanding of the issues. They are highly risk averse and strong adherents to "if it ain't broke don't fix it".

Engineers

There is no such thing as just an "Engineer". There are Software Engineers, Hardware Engineers, Embedded System Engineers, and the list goes on and on. Each has their own information needs, trade publications, and brand perceptions.

Consumers

The days of aggressively collecting every new technology are over. Unless your product has tremendous buzz (think iPhone) it must make it over a huge barrier to adoption.