Peruse the May 4 edition of The Economist and you'll come across an article that really can't be "perused". You've got to take a couple of breaths and re-read almost every paragraph because it's one of those pieces in which new concepts and thoughts are introduced with every other sentence. The subject is "quantum" computing; the article is "One Qubit at a Time". (Registration required.) A "qubit" is a kind of superpower bit, which is too complicated for explanation here. The point is that the potential of quantum computing is awesome. Imagine computers that make today's systems look manual typewriters. Such systems are under development at this moment aimed at commercial applications that by today's computing standards can only be guessed at. It is right here that the commercial quandary arises. No matter how scientifically significant and dramatic a solution may be, a specifically defined and identified "problem" must exist before the solution can go to market successfully. It's up to the purveyor of the solution to precisely define such a problem and tailor the solution accordingly. As with any other product you name, this and this alone inspires the first customer to raise his hand and say, "I'll take one," as he opens his checkbook. The same questions must be asked and answered: What problem are you solving? Who has the problem and what are the people who have this problem doing to solve it today? Which segment of those people are the most likely to give your offering a favorable hearing? How do they describe the problem? What's the total cost of this solution? What partners will it require for support? There is great promise associated with quantum computing. To the extent that a brand is the promise made and kept with customers, the first commercially viable system mayhave branding implications every bit (qubit?) as awesome as the machine itself.
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