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The hosting industry is consolidating with incredible speed, and the service our industry provides is becoming commoditized just as quickly. How can small-to-medium-sized hosts thrive and prosper in a market where huge cloud infrastructure players threaten to crush us on price? The answer is to find your niche by playing to our historic strength in providing market-specific, high-touch service. This can mean many things, from creating custom-tailored hosting solutions for industry vertical VARs and integrators, to serving as a thought leader and advocate on social and regulatory issues that affect your customers, to forming strategic partnerships with vendors seeking to launch game-changing technologies. At this eye-opening session, ServInt COO Christian Dawson will share real-world, actionable tips and suggestions for keeping your business viable in a rapidly changing – and potentially threatening – industry landscape.
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be interesting.be interesting.
What being small FEELS likeWhat being small FEELS like
YouYou
The big guysThe big guys
what being small LOOKS likewhat being small LOOKS like
YouYou
The big guysThe big guys
most customers don’t understand hosting well
enough to distinguish between large and small hosts, cloud and non-cloud hosts, shared and managed hosts... etc.
most customers don’t understand hosting well
enough to distinguish between large and small hosts, cloud and non-cloud hosts, shared and managed hosts... etc.
this works for you and against youthis works for you and against you
for me, it’s down to amazon, rackspace,
softlayer and... tinyhost.com.
amazon, rackspace, softlayer,
tinyhost.com... which one is cheapest?
for youfor you
against youagainst you
battles you can’t winbattles you can’t win
• You probably can’t beat the big guys on price.
• You probably can’t beat the big guys on perceived quality of service.
• You almost certainly can’t beat the big guys in terms of ad spend and mass awareness.
• You probably can’t beat the big guys on price.
• You probably can’t beat the big guys on perceived quality of service.
• You almost certainly can’t beat the big guys in terms of ad spend and mass awareness.
battles you can’t losebattles you can’t lose
• you can be more responsive than the big guys.
• you can be more nimble than the big guys.
• you can be more market-targeted than the big guys.
• you can be more INTERESTING than the big guys.
• you can be more responsive than the big guys.
• you can be more nimble than the big guys.
• you can be more market-targeted than the big guys.
• you can be more INTERESTING than the big guys.
sameness + smallness = invisibilitysameness + smallness = invisibility
hostinghosting
hostinghosting
cloudcloud
cloudcloud
vpsvps
vpsvps
dedicateddedicated
dedicateddedicated
low-costlow-cost
low-costlow-cost
24/7/365customersupport
24/7/365customersupport
24/7/365customersupport
24/7/365customersupport
free migrationfree migration
free migrationfree migration
high uptimehigh uptimehigh uptimehigh uptime
big guybig guy youyou
invisibility = loss of brand controlinvisibility = loss of brand control
provenproven
securesecure
safesafe
strongstrong
pedigreedpedigreed failure-tolerantfailure-tolerant
well-resourcedwell-resourced
trustworthytrustworthy notnot
big guybig guy youyou
how do you fight invisibility when...how do you fight invisibility when...
• you can’t outspend the big guys
• your products aren’t really very different from the big guys’
• people think -- at best -- that you offer the same type and quality of service as the big guys
• THE ANSWER IS...
• you can’t outspend the big guys
• your products aren’t really very different from the big guys’
• people think -- at best -- that you offer the same type and quality of service as the big guys
• THE ANSWER IS...
be interesting.be interesting.
be this.be this. not this.not this.
be this.be this. not this.not this.
be this.be this. not this.not this.
be this.be this. not this.not this.
being interestingbeing interesting
• pick a subset of the hosting marketplace and be the hsp for that community
• it’s better to have 90% of a loyal, small community than 2% of a fickle, huge one
• take a leadership position in something that reinforces your brand -- whether or not it has anything to do with hosting
• traffic to ServInt’s web site jumped 80% during our SOPA/PIPA activity
• pick a subset of the hosting marketplace and be the hsp for that community
• it’s better to have 90% of a loyal, small community than 2% of a fickle, huge one
• take a leadership position in something that reinforces your brand -- whether or not it has anything to do with hosting
• traffic to ServInt’s web site jumped 80% during our SOPA/PIPA activity
being interestingbeing interesting
• partner with technology companies that are young, smart and doing amazing things
• trust your instincts
• most of all...
• have the courage to be yourself
• partner with technology companies that are young, smart and doing amazing things
• trust your instincts
• most of all...
• have the courage to be yourself
QUESTIONS...for you!
QUESTIONS...for you!
QUESTIONS...for me?
QUESTIONS...for me?
I can answer ANY question you may
have about being interesting!
Come on... try me!
