For Consumer Product Strategy Professionals

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	February 1, 2008 Home Servers In The Digital Home Windows Home Server Will Accelerate Growth Of A New Product Category by J.P. Gownder with Ellen Daley, TJ Keitt, Heidi Shey	Average: 8  (2 ratings)

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Executive Summary

Consumers' growing digital assets in the form of music, photos, and video will require backup, management, and streaming. In multiple-PC households, complexity has grown, while backup behavior has stalled. Home servers can address these concerns and can also act as hubs for the digital home, streaming content across PCs and into the living room itself. While the need for home servers is clear, articulating their value proposition to most consumers will be very difficult. Technology marketers must overcome consumers' ignorance and significant retail challenges to overcome some very high marketing hurdles. Expect Microsoft's launch of Windows Home Server in 2008 to raise awareness and give a jolt to adoption of this product. But it will take a long time for the home server market to take off. Forrester's forecast suggests that home servers will become an important product category for the digital home by 2012.

TABLE OF CONTENTS

• Home Servers Fill A Critical Need In The Digital Home
• Articulating The Home Server Value Proposition Is Challenging
• Home Servers Will Enter 4.6 Million Households By 2012
• HP Will Lead The Way Among Competitors

RECOMMENDATIONS

• Simplify Offerings For Near-Term Sales Success

ALTERNATIVE VIEW

• How Home Servers Could Enter 10 Times As Many Homes
• Supplemental Material
• Related Research Documents

This is an excerpt

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