One day when I’m retired, I may write a book called, The Truth Behind Marketing. In it will be all the secrets revealed for companies that pour so much budget into differentiating products that (under the hood at least) are virtually indistinguishable.
Consider this: most luxury watches that are sold for many multiples above their production costs are powered by a single movement (the ETA 2824) that is actually manufactured outside most major watch brands. You’ll see plenty of slick websites, celebrity “ambassadors”, and “heritage” pieces that tout decades or centuries of vaunted history. However, underneath it all, behind the curtain, is a fairly prosaic mass manufacturing process. This is not to say these watches aren’t good. In fact, many of them are state-of-the-art and keep time much better than their generations-earlier predecessors.
Let’s turn to vehicles now. The engine that powers two very different Chrysler vehicles, the Grand Caravan minivan, and the Jeep Wrangler, use essentially the same engine, but have very different end uses. If you are driving a car full of kids to the beach with beach chairs and shovels, the Grand Caravan minivan is just fine. But if you are heading into rough, mountainous terrain with icy and snowy roads, a 4x4 Jeep Wrangler will be much more suitable. Bottom line: they both run on Chrysler engines, but one is more for general use (minivan), and one is built for a point solution (4x4 Jeep).
Think of today’s eSecurity services in the same way. Microsoft is a good, solid engine (i.e., Windows, Office, etc.) and has general purpose features like anti-virus, anti-spam, basic email encryption, etc. However, for those with specialized needs in regulated industries or for those sending sensitive information because they are engaged in vital financial transactions, they should go for a point solution (think RMail, RSign, RDocs) that runs in Microsoft Windows, installs in MS Office, or Salesforce, for example.
So, think of our solutions as a kind of catalyst (or a ‘mod’ if you will) that can bring out the best in a fairly standard engine for use in very specific and mission critical use cases. RMail, RSign, RDocs simply make Microsoft and other engines better for your business uses. We often get questions from prospective customers to the effect of, “why would I use RPost products if I already use Microsoft?” So, my answer would be something like, “would you wear a basic steel stopwatch to your daughter’s wedding when the occasion is worthy of a much more elegant look?” or more bluntly: “Would you drive a minivan up Denali?”
I could go on, but hopefully you see my point. I’ll be sure to compile these, and other marketing secrets in my upcoming time to be released around the same time Kazakhstan lands the summer Olympics 😉. Feel free to contact us to learn more about RMail, RSign, and RDocs.
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