The process might seem backward, but in some cases it`s the only way it can be done. With ground-breaking products, customers can`t know what they want until they have seen the product. But after trying the product, they can suggest modifications so the new product or technology fits their needs.
When the first personal computers came to the market, for instance, people didn`t know how they might use the new machines. A market research study would have shown very little demand. But a few pioneering companies put personal computers on the market, people came up with suggestions on how to make the machines better and put them to new uses.
The same things happens with many new semiconductor chips. Semiconductor companies rarely go to customers and ask: “What do you need?” Rather, they take spec sheets to certain key customers and say: “Here`s what we can do. How should we modify it to suit your needs?” Successful semiconductor devices often go through ten or twenty revisions during the life of the product. the experimentation never stops.
Beta sites, the locations where a company first tests its product, can be critical in this process. By working with beta-site customers, companies can begin making modifications to the product before taking it to the market. Oftentimes, the beta-site customer will hate the product at first. But as their suggestions are implemented, they fall in love with the product. When the product is finally introduced to the marketplace, it is much more likely to make a good first impression. And that`s important, as you never get a second chance to make a first impression.
Tags: chips, customer, product, semiconductor