Executive Summary (This is a document excerpt)

Forget labels like systems integrator, outsourcer, telco, or software vendor: The bottom line for clients is where and how you deliver value to their businesses — and they will want you to communicate this to them in terms that they understand. That means that clients need to know if you're IT-centric, solution-centric, or business-centric in the value you offer. Successful vendors will acknowledge the importance of these three potential areas of value delivery by internally aligning with these three vendor archetypes, which place simplicity of messaging at their core and guide long-term market strategy. Value propositions built on this three-tier differentiation work more effectively in the mind of the customer: They link clearly to the motivation of stakeholders at buyer firms and guide senior strategists in which domain(s) of services and solutions to develop, lead, and dominate. The vendor archetype concept provides senior strategists with a strategic framework that will help providers thrive in the changing IT services ecosystem.

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