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Can Innovation Flourish in a Conservative Industry?

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Can Innovation Flourish in a Conservative Industry?

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Innovation is easy; marketing is the real challenge.

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8

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Recommendation

This presentation is less about the question, “Can innovation flourish in a conservative industry?” and more about the formation, marketing programs and success of the wireless technology company Enocean. Markus Brehler, Enocean’s CEO and co-founder, shares the story of his firm, letting the spectators glean what they can from his journey – missteps and all. getAbstract believes this talk provides a chance to learn how a variety of marketing strategies can work together to build trust in and comfort with an innovative product.

Summary

Markus Brehler spent his early career as an electrical engineer working for Siemens AG on a navigation system project, which the company shelved after six years. Brehler didn’t like being vulnerable to those who could “pull the plug” on his work. To learn why some products succeed while others fail, he transferred to a position in product marketing. A co-worker showed Brehler a gadget he had invented that used wireless sensor technology to operate items such as lights, televisions or air conditioners with an on/off switch. To test the marketability of the device, the two brought it to an electronics trade show, where it received a positive response. They formed Enocean in 2001...

About the Speaker

Markus Brehler is CEO and co-founder of Enocean.

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