|Making 3000 marketing more real|
|Like the Skin Horse
in The Velveteen Rabbit, Christine Martino is using experience to
make the 3000s marketing more real. The newest HP 3000 Worldwide
Marketing Manager has pragmatic near-term plans for selling a system as
beloved as the 3000, but little-known outside its loyal installed base.
Since taking the job in early December, Martino is learning the rich
installed base of customers expects some marketing advances that wont
be happening right away like new ISV partners or new vertical
markets as rich as the healthcare, catalog sales and credit union markets
have been as engines of growth for the HP 3000. Being realistic about the
lure of the 3000 in new places makes way for HP and Martino to get to work
on the wealth of existing software and suppliers, however.
Martino came to CSY from HPs Test and Measurement Organization. She has 20 years of industry experience. Until her move to HPs Video Communications Division (VID) four years ago, the bulk of her career was in networking. Most recently she held a variety of marketing management roles at VID, including MARCOM, outbound marketing manager and technical marketing manager.
prospects wane for new 3000 software partners in 1999, we asked her where
solutions for 3000 customers will come from, and how shell be
balancing the needs of two very different customers: the vertical-centric
new sites and the general-purpose installed base.
To be honest, I
dont think its realistic that well find a number of new
ISVs that want to port to the 3000 platform. I think the AS/400 has similar
issues. These people are thinking NT and HP-UX. I think its not a big
issue that we need to port a lot of ISVs, because we have tons out there
already. They have been there for a long time, and until recently we were
basically ignoring them. I think were going to find the key solutions
for our new focused verticals with the existing ISVs.
Its the same base
of applications from the same companies, but a lot of people are Web-ifying
their applications and adding bells and whistles. Were really working
with them to do that. That offers new things to customers. Its
unrealistic [to think] we can go to all these software houses that never
heard of a 3000 and have them port their applications. I dont think
were going to get their mindshare. I can see a day where that will
happen, but were not there yet. We first need to prove we can grow
our marketplace through selling focused vertical solutions. Weve
decided to work with existing ISVs, because theyre there in large
I dont think
its very unusual to have a different front end, particularly an NT
front end. Theres functionality you can get in NT thats
attractive for a Web front end. Weve announced Apaches Web
server, but I think most people will use an NT front end. What its
going to take to manage inventory, process transactions, how Ill bill
the people doing e-commerce with me thats the part we have
Im not reluctant
to offer the full value chain. I think we have the pieces there to do that,
but I think people are going to set it up with an NT front end. We bring
the back end, a much harder part.
Most of our advertising dollars last year went to the worldwide blanket ad that was on the 3000, not solutions. We continued with the HP Advisor, supporting publications like yourself which target the installed base. I actually think weve still been spending too much money there, and not enough [on solution ads] so far. Im looking at having significant dollars in ads for the 3000 were working on a new worldwide ad right now while also doing solution-type advertising and mailers with our solution partners.
Since we believe most of our new customers are going to come through the focused verticals, we have to jointly market a solution with our key application partners. Putting an HP 3000 [platform] ad in medical publications isnt really going to reach anybody.
I think I have a real
balance now in doing both. We have a little delay in getting our worldwide
 ad out, but thats another story. We are now tapping into
HPs services campaign. Well be the second product to come out
in the new HP campaign and Unix is not the first.
I think there are markets that arent completely saturated [by those platforms], but I dont have any identified yet. Weve been working with a consulting firm, and theyre halfway through their project to look at the applications that still exist on the 3000. Theyre looking at which of those marketplaces have a good potential for growth. This is all going to be tied to a solution sale, and what kind of application partner we have.
The work the
consultants have done shows were already in three of the right
focused verticals: mail order and Internet retail, healthcare payors and
credit unions with Summit. I dont know that were going to find
others that are equally attractive, but the next level of
It sounds like
youre asking why were not selling the HP 3000s as a
multipurpose computer regardless of application. Our installed base bought
the 3000 [to do this] in a really different time, before we had Unix or NT.
I really believe bringing new customers onto the platform is going to come
from solution sales. No matter how you look at it, were going to get
the NT bigots and the Unix bigots out there. I dont think were
going to be able sell the HP 3000 as a multipurpose computer right now.
Were going to be able to sell it as the workhorse for a specific
Yes, except I
dont understand what the bad news is about the installed base over
this. Theyre still being well taken care of. Were still
committed to 30 percent or more performance growth every year. We have a
very fleshed-out roadmap. The majority of the work were doing in
R&D is really for the installed base customers who are pushing the
limits of the system.
Over the last five
months weve beefed up our relationship to the SPP program. Were
offering more systems to develop on, a technical support line with MPE/iX
expertise. The SPP program also helps ISVs with marketing efforts.
Were doing as much as we can, especially to reach the mass of ISVs.
In our top three focused verticals were doing a lot more: resources
in R&D, marketing, in the field. There are different levels of support
that are appropriate based on the market size and potential of the ISVs. If
youre a tiny ISV we havent worked with for awhile, you can
begin to get information about CSY through SPP.
We werent dealing with the rich history of an installed base [in VID]. Some of the topics were talking about, like trading off marketing focus and installed base and new business, are different. Its different in a mature marketplace. In my old division we were inventing the rules as we ran along. Here theres a lot of history some of which is good, and some of which we need to crack through to continue to grow the platform.
There are different
awareness challenges. In VID we had to get people to understand why they
would care about buying a video server. Here we have the challenge of
getting over our own negative awareness, if you will, of a few years ago
when people really were moving off the platform. Now we have this
resurgence, and we have to correct our own messages from a few years ago.
Many people here think theyve showed the roadmap until theyre
blue in the face. Everywhere I go there are people who havent heard
A 30 percent
performance growth per year is something most focused verticals dont
need. For the most part, thats for our big installed-base customers.
I think were in a good position with the needs of the installed base
versus the needs of the verticals. I have a platform for the focused
verticals that all I need to do is go market. I dont need to do a lot
of shifting of resources. I have R&D resources dedicated to what my
installed base needs, so I can have a perfect box that I can go market to
the focused verticals to gain new customers. The only shift weve done
is to take some of our consulting resources in the lab and get them to
focus on the verticals like work with Smith-Gardner to help them get
into the Web realm.
between those two extremes, but its closer to the latter. They are
buying a solution that works. The system becomes of secondary importance.
Its a different sales model than when we were selling a multi-purpose
computer. It is a solution sale.
I consider everything
our installed base, so it grows when I sell SGA and Amisys. We will have
growth from our legacy customers as they do consolidations or add
datacenters. I think new customers are really going to come from focused
verticals. Theres going to be an overall increase in our installed
Worldwide Marketing Manager
HP Commercial Systems Division
Copyright The 3000 NewsWire. All rights reserved.