Information Technology –

Engineering and Marketing

Venkatesh K
Guest Faculty, IIM Bangalore (2003-2009)
Author, Marketing of Information Technology
(ISBN 9780070248724)
19 September 2010
Topics
—Software services engineering
—Software products engineering
—Comparison of business roles in IT service and
product businesses

2
Typical Software Services process
– Application Development
—Concept / business requirement
—Requirement specification
—Statement of Work (SoW), Proposal
? Solution alternatives
—High Level Design
—Low Level Design
—Code review, Unit testing
—Integration testing
—Parallel perform
—Production deployment and post-deployment
support

3
Product Engineering – Planning
Phase
 Concept Accept – Executive Sponsor
 Market Requirements Document – Marketing
 Product Requirements Document – Program
Management / Product Management
 PRD Review – Development, QA, Support
 Test Plan Creation – QA
 Test Plan Review – Development, Support
 Licensing agreements – Product Management

4
Product Engineering – Development
Phase
 Coding – Development
 Daily Builds – Configuration Management
 Test recording and automation – QA
 UI and Documentation – Technical Communication
 Pre-release initiation – Product Management
 Integration & Tracking – Program Management
 Intellectual Property Audit – Program Management,
Legal

5
Product Engineering – Stabilization
Phase
 Alpha – QA, Support, Partners
 Beta – QA, Support, Partners, Pre-release Users
 RC1-3 – QA, Support, Partners, Key Users
 Internationalization (I18n) and Localization (L10n) –
Development, QA Program Management, Technical
Communication
 I18n & L10n Review – Partners, Key Users
 Bug Triage – Program Management, Development,
QA, Support
 Bug Fixes – Development
 Bug Verification – QE, Support

6
Product Engineering – Launch
Phase
 Branding and Marketing Communication – Corporate
Branding
 Product Evaluation, Evangelization – Evangelists,
Partners, Key Users
 Pre-Launch Success Stories – Corporate Branding,
Key Users, Partners, Evangelists
 Media Engineering & Packaging – Configuration
Management, Operations and Marketing
 Availability – E-com / Web Store, Sales, Inside Sales,
Channel
 Training – QA
 Government Clearance – Legal, Program
Management
7
Product Engineering – Illustration

8
Comparison of SDLC and PDLC...
 Time Factor
◦ Service – contract schedule driven
◦ Product – multiple release road map driven
 Investment
◦ Service – directly revenue driven, proportionate
◦ Product – upfront, disproportionate
 Quality mindset
◦ Service – Emphasis on process
◦ Product – Emphasis on criticality

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Comparison of SDLC and PDLC...
 IP
◦ Service – buyer mostly owns
◦ Product – creator mostly owns
 Support
◦ Service – limited to SLA
◦ Product – Tiered, escalation path
 Localization
◦ Service – depending on contract
◦ Product – almost inevitable, tiered

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Comparison of SDLC and PDLC...
 Marketing
◦ Service – Corporate Marketing driven
◦ Product – Individual product, PR, user experience
driven
 Branding
◦ Service – Corporate
◦ Product – Umbrella (consistency) / Individual
 Government clearances
◦ Mostly inevitable
◦ Often known in advance

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Marketing-facing roles in IT
 Program Management
 Product Management
 Product Evangelist
 Marketing Communication
 Pre-sales / Technical Marketing
 Sales
Program Manager
 Sign-off scope with Marketing /
Product Management
 Pre-release management
 IP audit
 Government compliance
Product Management
 User requirement gathering (technical
and functional)
 Feature-benefit study
 Feature prioritization
 Scope definition to Engineering
(PRD)
 Benchmark the product and create a
roadmap (competition lab)
 Alliances
 Exploring more opportunities
Product Evangelist
 Technical usage of product
 Assisting / creating marketing
collaterals
 Communication through various
channels
 Product demonstrations
 Assist in roadmap
Marketing Communication
 Capture user requirements
 Create marketing collaterals
 Alliance management
 Communicate on various channels
 Branding – corporate and product
 Pricing
 Marketing campaigns
Pre-sales / Technical
Marketing
 Supports selling – sales enabler
 Helps with business and technology
 Qualifying the sales lead
 Create technical proposals
 Role ceases on signing of contract /
purchase order (success)
 Need not carry a revenue /
profitability target
 Has no responsibility of delivery
Sales
 Business Manager / Sales Manager /
Account Manager etc…
 Identify prospects and provide
demonstration
 Represent product / co.
 Present proposals
 Negotiations
 Licensing
Thank you.
 venkatk@adobe.com
 kvenkatesh.mail@gmail.com

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