Creating effective marketing strategies is about more than just deciding how to promote your product, services and brand online. Based on the answers to these and other questions we then develop marketing strategies for a company that are reasonable, within budget and flexible enough to be changed as needed. Your marketing strategy is set, the marketing tactics it calls for are in motion – so Now What? During Microsoft’s Surface event back in October 2015, the company also announced that Facebook is building universal Windows 10 apps for Facebook, Instagram, and Facebook Messenger.
In short, you won’t be able to do much more than you already can on the desktop site, but the app will probably be faster and take fewer clicks to get going. That said, Facebook will be able to expand support to Windows 10 Mobile, and maybe one day it will even show up on the Xbox One and HoloLens. GE is already big in IoT through doing it for its own products and services, but now Global Software VP, Bill Ruh, is breaking out and chasing the global market for what he calls `Industrial Outcomes Management’.
Is there a danger that, with subjects such as the Internet of Things (IoT) even the terminology used persuades people to look at issues from the wrong end of the telescope? GE itself is one of the biggest producers of large, expensive and inordinately complex manufactured systems. And as the software division of a company with such a diverse range of engineering products and systems, there is no surprise to be had in the way Ruh is pitching it at being one of the big kings of the Industrial side IoT. The monitoring of industrial systems, from the detailed measurement of the movements of individual components through to policy management of major sub-systems, is only part of the problem for the user.
As Ruh points out, tuning some industrial process to save 2% on the costs of some raw material may often be more trouble than it is worth, but when it is shaved off the annual fuel bill for a major airline or electricity generating business, the savings can be measured in $billions. And because this is a new area for both the IoT technology vendors and service providers, Ruh is also well aware that determining the actual nature of the outcome required can be difficult for some businesses, so working out what they should pay for the delivery of that outcome is equally difficult. He is, for example, aware that even the classic cloud annuity payment model of subscriptions is not always appropriate when set against the outcomes that any industry is aiming for. When it comes to building a channel network the company is now starting to move into this approach to the market, and is now actively seeking specialist vendors and service providers that have a strong track record in specific market sectors. We are now seeing real growth and potential in the Maker Movement in the USA, particularly with the arrival of 3D printing.


The Maker Movement is a community-wide uprising by people who, most often, were never taught physical skills, such as cookery, woodwork, car mechanics or anything that fitted the normal definitions of DIY. We are watching this closely as it starts to become possible to embed monitoring technologies right into product designs in ways that are only possible with 3D printing. Such possibilities are likely to be important in meeting the key objective of providing industrial internet services and managing the outcomes, which Ruh sees as creating more value from the cost of installing the technology in the first place. With the formation of the Industrial Internet Consortium last year, of which GE is one of the founding members, this type of development could gain rapid acceptance within such as organisation. Its key objectives include driving innovation through the creation of new industry use cases and testbeds for real-world applications; defining and develop the reference architecture and frameworks necessary for interoperability, trying to influence the development of standards for internet and industrial systems, and help foster open forums to share and exchange real-world ideas, practices and insights.
Positioning the industrial applications of IoT as `outcomes management’ is a bold move, but puts the emphasis squarely where it should be, not just for IoT applications the wider world of cloud services as well. And the potential for embedding monitoring devices in 3D-printed components opens up a world of new possibilities.
Without one, your efforts to attract customers are likely to be scattered, inconsistent and inefficient. Studio works with a company on marketing strategy this is exactly where this process begins.
Many marketing companies have already cashed their check and disappeared at this point, leaving their client to make sense of all of the facts, figures and analytics that are coming in – all by themselves.
There are extensive training materials available online and from Google themselves, but we make it a point to leverage both our extensive Google App deployment experience and the ongoing and updated hands-on training we receive directly from Google. Today, screenshots and a video of the third app have leaked, courtesy of WindowsBlogItalia. I like being able to continue a conversation using a physical keyboard when I’m at home. For now, Facebook Messenger for Windows 10 is apparently limited to PCs and tablets, which goes against the whole universal Windows app paradigm.
That would certainly seem to encapsulate the thinking of Bill Ruh, Vice President the Global Software Division of General Electric (GE). If you have flown on any jet airliner recently the chances are you have been pushed along by GE engineered and manufactured engines, or used at least some electricity generated by GE-made wind turbines.


The company’s overall background as designer, manufacturer and, quite often, end user as well, it is in a good position to both play a major role and understand what the issues really are. In the end, the customers are not looking for an Internet of anything, they are looking for the right outcome from their industrial activities.
The wider issue is why the measurement and monitoring is important: what is it that the business really wants to achieve and why is that important. Helping wind turbines operate more efficiently so they can produce 2% more electricity creates a significant boost to revenue over a year. Payment options have therefore becoming a subject that takes up a fair part of his thinking. So alternatives such a taking a percentage of a revenue increase or a cost saving, or even becoming a revenue-sharing project partner with the customer, become options available for consideration. For example the company has already signed up Softbank as a partner providing applications targeting the shipping industry, and according to Ruh up to five more should be ready to announce before the end of the year. Developed as the equivalent of an IoT `operating system’ for its own use, the company is now both using it as the opening it up for use on customer projects. We want to make sure your migration to Google Apps is as painless as possible and will stand by you each step of the way. Whether I, or anyone else, will choose to use an app instead of just using Facebook’s website, however, remains to be seen. The arrival of the 3D printer, coupled with people with conception of what are `normal’ design limits for physical items, is opening up new approaches to product design. Things change all the time in every business niche and your marketing strategies may need to change with them.



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