Peter Jackson, CEO of content collaboration software company Bluescape, is an experienced executive with a successful track record of founding and rapidly growing innovative SaaS companies into industry leaders. He founded and grew two companies, leading one to a successful acquisition and the other to an IPO. Throughout his career, Jackson has shown a keen understand for marketing’s role in scaling and growing tech companies. Jackson sat down with ISVinsights.com to shed light on marketing tactics that work.
In the last few years, point of sale (POS) ISVs have converged on the user interface as a main point of differentiation. However, that advantage will not be sustainable because there isn’t a high barrier to creating good front-end apps. In addition, some ISVs have been able to rely on first-mover advantage, larger venture capital funding, a strong regional presence, and sometimes, just plain luck to grow their market share. But these strategies only last so long. As the ISV market begins to consolidate, the focus needs to shift to providing real, and continual, value to the merchant and the consumer.
When you’re selling to multi-location retailers, the challenges go beyond the point of sale. The world of retail security, data and payments is growing more complex—all three are blending together in the solutions that your customers expect today. Every ISV has a tough decision to make: They can broaden their focus, or they can keep their attention on their core expertise and partner with a company that helps them in other areas. The two options offer a different set of benefits and challenges.
As a new, lighter POS approach emerges, Point of Sale (POS) solutions no longer must depend on PCs to operate. Depending on a system’s configuration, the new POS model can leverage thin clients such as tablets and handhelds, giving the cashier the freedom to transact business at the point of decision with fluidity.
The retail marketplace is changing rapidly, with consumers purchasing goods online, in the store, via mobile devices, over the phone and even using multiple channels to complete a single purchase. This idea of retailers engaging consumers across physical and online channels is sometimes referred to as omnicommerce.
Ubiquitous mobile technology – from smartphones and tablets to smart watches and other devices – has forever changed the way people interact with each other and their environment. That is abundantly apparent in the retail sector, where consumers are using mobile devices to comparison shop, research purchases, access coupons, make online purchases, and pay for goods in person using mobile payment processing solutions.
So you think you’re ready to go into business? That’s great! Forbes contributor Jeff Rose calls entrepreneurship one of the best ways to build wealth fast, and if you make the leap, you’ll count yourself among the 28 million U.S. business owners who are driving 40% of all retail sales in the country.