Focus on the "S" in XaaS

Faced with the question of how to differentiate a platform, many entrepreneurs focus on their technology. The rise of cloud computing has lowered the barriers of entry in numerous XaaS sectors. To pull away from the pack, focus on "S"ervice.

If you've ever been to an Apple Store, you have most likely experienced a sensory overload like no other. The gleaming new products, the army of attentive Customer Service Reps, the throngs of people, and the cacaphony of media and conversation can all meld to overwhelm any unsuspecting customer. In the midst of this chaos, however, Apple's partners must find a way to differentiate their products for sale in a crowded and chaotic market. At the end of the day, the Apple Store is still a store.

As my Genius attended to my MacBook, I was amazed by the clean lines and inconspicuous presentation of the different brands of cases, earbuds, projectors, cords, dongles-- you name it. All of the goods were there, but at the same time, they weren't. The salesman in me wondered, "how does any one product stand out in the sameness." Dameen, my genius, went on to explain the Apple's product packaging specifications that vendors must follow if they wish to market their wares in the Apple Store. Focused on minimizing the waste footprint of Apple products and peripherals, packaging must fit a uniform standard (ever wonder why there is so much white space on the last peripheral you bought for your Mac?) All the while, savvy marketers must figure out a way to outshine others on those shelves.

Last year, Belkin, solved this dilemma by changing the way they marketed its screen protectors. If you own a smart phone, there is a high likelihood you considered purchasing a screen protector. According to Belkin, while 90% of consumers consider purchasing screen protection, only 10% actually do. Those of us that have bought a screen protector know the joy of applying it. If you can remove all the smudges, fingerprints, and dust from your screen, you then must align the protector, place it perfectly and begin smoothing out the air bubbles . . . those tiny, pesky air bubbles. It's no wonder the conversion rate is so low. Once you decide to buy one, which one do you choose? They are pretty much all the same after all. Right?

Belkin killed two birds with one stone by introducing the Screencare+ Application System to Apple Stores nationwide. Now, when you purchase an iPhone, your Customer Service Rep will ask if you care to buy a screen protector and show you the myriad options OR they could professionally install a Belkin glass screen protector before you walk out of the store. According to my Genius, Belkin (with their premium priced offering) has easily outstripped its competitors in screen protection sales in their Apple Store. Additionally, they have met Apple's exacting demands to minimize their product footprint.

As entrepreneurs, we strive to distinguish our XaaS offering from our peers. Whether it's Software, Lending, Communications, etc., our platforms face fierce competition and analogous constraints those Apple Store vendors do. While it is very easy to get scope-locked on the technology, it is important never forget our clients will choose the technology for its functionality and ease of use. By focusing on the "S"ervice our platforms provide, we can give clients compelling reasons to choose our offering.