Last month I met with the executive director of one of the largest AV tradeshows in China. My objective was to talk with him about a digital interactive installation for his show, which would provide media space for advertisers and exhibitors. He was not keen on my proposal – the reason he gave was that the installation would not improve his exhibitors' ROI.
My takeaway from this encounter was that selling the functionality and benefits are just not enough – we need to create value. Take technology for example. Providing successful service involves much more than smart software and a strong mobile network – the services need to be delivered in the context of a trusted human network.
The technology and content must be tailored to the needs of the participants. Technology alone delivers no inherent value. It’s the combination of a clear strategy, the right technology, high-quality data, appropriate skills, and lean processes which add up to create value.
