Positioning is about creating a certain image in the minds of your customers. Chinese mobile phone manufacturers like ZTE position themselves as the low price options. Whereas Apple’s iPhone is at the top of the price scale and emphasizes technological superiority with its retina display.

Positioning your high-tech product

1. Exclusivity

By positioning your product as exclusive you put yourself at the higher end of the market. To emphasize exclusivity, your product is:

  1. Manufactured with the latest engineering techniques
  2. Includes high quality components
  3. Has an aesthetically attractive design.

2. Low price

As we’ve seen people lining up for HP’s TouchPad, slashing the price can drive sales. From $499 to $99 the TouchPad has sold out at various BestBuy stores.

Positioning your product with a low price can lower the risk of adoption. Although it can come at the cost of lower margins, you would have to go for volume.

With a low price strategy, you may need to sacrifice on the quality of your hardware. As HP can probably attest to with their TouchPad and that WebOS can run twice as fast on an iPad.

3. Technological superiority

This is a widespread tactic used by companies. Although it assumes buyers have a degree of knowledge about the technology which they don’t have.

Benefits also become unclear to buyer who can’t translate technological features into practical uses. A more benefit specific approach would be more appropriate for non-techies.

4. The “Safe bet”

Does your product or technology offer integration with other platforms – or is it compatible with different systems? Then you might want to position yourself as the “safe bet” option.

The safe bet positioning  can strengthen the credibility and increase the adoption of new technology.