Sessions at SXSW Interactive 2012 about Competition

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Saturday 10th March 2012

  • Mind Reading: Seeing Needs Users Don’t Articulate

    by Leslie Feinzaig

    When your product is facing serious competition, knowing what unmet need still exists is crucial to planning your next move. But in surveys you find that everyone is reasonably satisfied with all of the key features in your competitor’s products and they do not perceive that their experience could be better than it currently is. So how do you identify opportunities that seem not to exist? In this session, using Bing’s insight development practices as a case study, we will discuss techniques for gaining deep understanding of and empathy with customer’s pain to spur product innovations. We will share insights that we’ve identified that point to broad cultural shifts in how people think about knowledge that impact what is perceived as trustworthy and what is complete information required to make important decisions. We will share both how we were able to identify these needs and specifically what these needs are in an effort to encourage thinking about how to better meet them. This session is sponsored by Bing.

    At 9:30am to 10:30am, Saturday 10th March

    In Town Lake Ballroom, Radisson Hotel & Suites Austin-Town Lake

    Coverage slide deck

  • When Goliath Tries to Steal Your Lunch Money

    by Healy Jones

    It happens in every industry. A neighborhood produce market gets threatened by the new Whole Foods in town. Apple enters a market that a handful of startups were already disrupting. But, no matter how dire the situation may look, small companies can and should have a very clear edge on their Goliath competitors.

    Take an example from the automotive industry. Ford was the first-to-market and seized a bulk of the early market share of drivers internationally. But companies like BMW have found an opportunity in luxury markets Ford can't touch. By seizing car owners who wanted their rides to scream 'luxury' a one-time little guy found success.

    Being a small dog does not translate to weakness. It means you have different assets, like the ability to be fast, nimble and innovative without bureaucracy getting in the way. You have the unique ability to connect with customers and treat them like gods. No matter your industry, if you play your small dog role the right way, when the big dogs come knocking, you'll be ready to come out winning.

    At 5:00pm to 6:00pm, Saturday 10th March

    In Rio Grande, Hilton Garden Inn Austin Downtown

    Coverage audio clip

Sunday 11th March 2012

Monday 12th March 2012