top of page
  • Writer's pictureAgu Aarna

Sustaining Tech Competitive Advantage: Customer Centricity and IP Protection

Elk Butting Heads



In the first two articles of this series, we looked into the art of nailing the balance act between optimizing costs and investing into an innovation culture from an organizational point of view. As we move forward to the third and last article of this series, we will shift our gaze beyond the organization itself. In this upcoming installment, investors will learn how strategic partnerships and a robust intellectual property strategy play pivotal roles in achieving lasting success in the technology industry - especially under financial constraints.

Focusing on Customer Centricity

To ensure successful product development with a customer-centric focus, businesses can concentrate on two critical fields of activity: monitoring and analyzing market competitors and fostering strategic partnerships. These approaches will help create solutions that not only ensure customer centricity but also differentiate the business in the marketplace.

1. Invoke Product Operations & Monitor Competitors

Instrumentation: Product operations are all about implementing comprehensive instrumentation to understand how the product is used and where the value lies. It is key to understanding user behavior. By collecting data on how customers interact with the product, a company can gain insights into pain points, preferences, and usage patterns. This data can guide product development decisions and lead to more user-centric features and improvements.

Understanding and Minimizing Churn: Churn is a critical metric to monitor during an economic downturn. Companies should focus on understanding why customers might leave and take proactive steps to minimize churn. Instrumentation is crucial in terms of technology that allows an understanding of customer behavior. This technology must be considered on top of the usual activities such as conducting customer surveys, analyzing customer support data, and addressing issues or feature gaps that are causing dissatisfaction.

Evaluating the Competition: Thoroughly assessing competitors is essential. Identify gaps in their product offerings and choose adjacent features to implement that complement your product. These features should align with customer needs and preferences, enhancing your product's value proposition and competitiveness.

2. Strategic Alliance Imperative

Reviewing Possible Integrations: Explore partnerships and integrations that can reduce customer onboarding barriers. Consider how integrating with complementary services or platforms can enhance the overall customer experience. For example, integrating with popular business software or platforms can simplify customer workflows and increase the appeal of your product.

Cooperation on Marketing: Collaborate with strategic partners on marketing efforts. This requires a deep understanding of the partner's offering and how it aligns with your product. Joint marketing campaigns can help reach a broader audience and leverage the partner's customer base. Additionally, adjusting your product to align with potential customer needs identified through partnerships can be a proactive approach to customer-centric product development.

By actively monitoring and analyzing competitors, businesses can stay agile in responding to market changes and customer demands. Meanwhile, strategic partnerships can provide valuable synergies and opportunities for product enhancement. These combined efforts will help a company develop customer-centric solutions that not only weather economic downturns but also position the company for long-term success and customer loyalty.

Developing a Robust Intellectual Property Strategy

Finally, safeguarding intellectual property (IP) is of essential importance.

Economic downturns often lead to heightened competition as companies are in the race for a shrinking market share. A counter cyclical nature of commercial litigations in particluar has been indicated by Bloomberg in 2022. To protect valuable innovations, technologies, and assets, businesses should prioritize comprehensive IP protection strategies. This includes filing patents, trademarks, and copyrights where applicable and ensuring that employees and partners understand the importance of IP protection. Failing to do so can often mean the loss of proprietary knowledge and competitive advantage, exposing the organization to potential legal challenges and eroding its position in the market.

Open Source Software

In the context of cost-effective development, open source software is a popular and often valuable resource. However, it also comes with licensing complexities and potential risks, especially when used in proprietary solutions.

Companies must establish robust policies and procedures for open source software usage and ensure enforcement! This includes identifying all open source components used in the software stack, tracking licenses, and ensuring compliance with licensing terms. This proactive approach mitigates the risk of legal issues stemming from non-compliance with open source licenses.

To stay in control of open source software usage and minimize risks, companies should consider developing control methods. This might involve creating an open source review board or committee responsible for evaluating and approving the use of open source components. Additionally, implementing automated tools for tracking open source usage and licenses can provide real-time insights into compliance and risks. By taking control of open source usage, businesses can strike a balance between cost efficiency and IP protection.


In wrapping up our series, it's clear that adapting to economic downturns demands a thoughtful, strategic approach that aligns with a company's financial situation and available resources. By carefully assessing the situation and implementing the right strategy, companies can navigate economic challenges successfully and emerge stronger on the other side.

A company's strategy of leveraging its reserve of resources during an economic downturn should prioritize R&D activities that address operational and technical debt, streamline operations through automation, optimize computing resource usage, and assess and enhance the architecture. These efforts not only yield cost efficiencies but also position the company for sustained success in a rapidly evolving technology landscape.

Fostering a culture of innovation within the organization, as well as on a market level through strategic partnerships and a rock solid intellectual property strategy, can be a great leverage in enabling companies to harness customer-centric solutions and innovation during an economic downturn. By focusing on clear KPIs, short iteration cycles, a balanced approach to cost optimization and customer value, and maintaining core business operations, businesses can navigate challenges effectively and position themselves for future growth and success.

Amid these considerations, it's worth noting that having access to advisors with comprehensive technology expertise can provide a valuable edge. These advisors can offer insights on optimizing operations, enhancing innovation, and safeguarding intellectual property. In a rapidly evolving tech landscape, their guidance can be instrumental in shaping a company's strategic direction and ensuring its long-term resilience.


Intium specializes in tech advisory services with a focus on tech due diligence (Tech DD) and value creation. Our dedicated team has helped close to 500 private equity firms, strategic investors, and portfolio companies to evaluate software and tech-enabled assets. Through our cutting-edge value creation portfolio, we empower clients to leverage the latest technological advancements and assess their current tech landscape for optimal efficiency, thereby achieving the highest possible value.

We would be delighted to soundboard with you and help out.


bottom of page