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Do You Suffer From Technology Migration Migraines?

Do You Suffer From Technology Migration Migraines?

Expertise migration refers to “the motion of consumers from one (previous) technological era to a different (new), with the intention of not returning to the previous era.” Making an attempt to set off clients emigrate may cause extreme migraines for managers who goal to efficiently full such a migration.

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Let’s search for a minute on the place a Microsoft supervisor is in when he tries emigrate clients to the latest Home windows era. Listed below are some issues she or he might make.

  • First, we don’t need to upset clients much more (issue of migration, worth, and so forth.) as we’ve a number of class motion fits in opposition to us already, and our public picture just isn’t nice. As a substitute, let’s ask how we may help them.
  • Second, we’re dependent for our income stream on migration, thus we go to hell if we don’t persuade clients to improve to a brand new era.
  • Third, if we maintain all these previous variations alive, that can kill our effectivity within the supply code (usually backward compatibility between generations results in extreme quantities of code as one is constructed on high of the opposite). As well as, it should price a bundle. So, ought to we kill assist to older generations?
  • Fourth, how can we persuade exterior utility suppliers to additionally begin programming for the brand new era?
  • Lastly—and this should be a really scary feeling—“migration strikes” could make a distinction of a number of billion {dollars} for Microsoft, and Invoice Gates himself is on high of your case.

Grey field model 1: Textual content + Button
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Really feel the migration migraines coming?

Now what are your choices? What are the issues you have to take into account when weighing these choices?

Let’s first concede that we’re not going to utterly remedy all these very complicated points that Microsoft faces (or, that’s to say, not with out charging a hefty consulting charge). However we actually can elevate some preliminary points to contemplate for those that are new to this recreation and provide some recommendation.

You might have the next two choices:

  • Kill or maintain previous know-how. You possibly can kill or maintain the previous era know-how and any place between these two (e.g., killing assist to previous era or killing solely gross sales).%C2percentA0
  • Supply migration help. You possibly can help clients in migration, by way of converters, assist facilities, and trade-in packages, or you’ll be able to select to not help them.

The next elements ought to information your decision-making:

  • How often do you launch new generations? When you often launch new generations, there’s a truthful likelihood that clients already complain about fixed migration pains. If that is so, the clever factor to do is to not kill previous variations very aggressively. When you do, clients will in the long run punish you for doing so and can turn out to be nomads with out loyalty to any of your product generations. Some clients may additionally favor to at all times skip one era. Make it potential for them to take action. The best way to get your clients emigrate to the brand new era on this case is thru an overload of help similar to buyback packages on previous variations, low-cost improve packages, hotlines and so forth.
  • Do clients really want your product? Do you’ve opponents? If in case you have no opponents and clients really want your product, it’s simpler to “abuse” clients, to kill previous era merchandise and ship clients to new merchandise with none migration help. Nevertheless, even on this place your energy just isn’t infinite, so don’t push it too far! Sooner or later, it’s possible you’ll set off the federal government to manage or the administration to prosecute (because the Microsoft case clearly illustrates).
  • Are your clients educated and is your new know-how actually very totally different from the previous? Educated clients will usually want much less migration help, however additionally they want various selections. Thus, pushing them onerous emigrate to a brand new model might undoubtedly backfire. Testing their readiness to undertake previous to killing the previous era. Help by way of hotlines or converters might not be actually obligatory, however it’s possible you’ll consider offering them extra basic coaching on added options of the brand new know-how to emphasize its added worth. Whether or not your new know-how is absolutely totally different from the previous will have an effect on your migration choices by way of its impact on the client’s data (whether it is actually new, most clients won’t have substantial data).
  • Are there firms that make functions on your product? If different firms make functions or different complementary units on your product, you have to contain them in your strategic migration choices. Hear what they need and the way they will earn cash. With out their assist, you aren’t going to make it, and so they have to maneuver first to the following era earlier than your clients will. Suppose how one can make transition straightforward for them. A selected method to do that is see if you’ll be able to subsidize their growth prices “e.g. by way of a licensing settlement primarily based on variety of customers “to make up for the low revenues the brand new era will initially generate.

A Phrase on Microsoft

White offset field model 3: Picture solely

It’s clear that if we have been the following enterprise growth director on Home windows, we’d not be too aggressive in killing the previous era (in all probability killing gross sales, however not functions and assist) and would up our efforts in migration help very considerably (by way of hotlines, low-cost improve techniques).

The step that Microsoft took in philosophy—that individuals could be clients of Microsoft and pay a month-to-month charge, with out actually shopping for one software program model—is certainly one strategy to assure clean migration. So they could be doing a superb job and may save on costly consulting charges.


Would you (or somebody ) wish to understand how your migration technique compares to others? We’re conducting a analysis mission amongst tons of of high-tech firms on migration methods and can ship these of you who take the survey an in depth benchmark report on how your migration technique stacks up. Click here to participate in this survey.

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