October 9, 2009

Rewrite The Netbook Story For Business Technology Buyers

Position Netbooks For Business Use — Especially In Emerging Markets

by Jennifer Belissent, Ph.D.

with Peter Burris, Zachary Reiss-Davis

Executive Summary (This is a document excerpt)

For a device that originated in the concept of the $100-laptop, the netbook certainly hasn't been fully marketed to emerging markets. Nor have firms really marketed netbooks for serious business use. Netbooks have become known as companion devices for jet-setting or fashion-conscious executives or as a device they'd give their children. However, there is potential for netbooks in emerging markets, particularly for business use. The increasing penetration of broadband access, the interest and adoption of on-demand software, and cost-consciousness among business buyers create the perfect storm. Tech marketers need to get the business-to-business (B2B) story right for netbooks in emerging markets by focusing on what they are and can be, rather than what they are not.

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