Was this week's Nokia World event a turning point? New executives taking the reigns. New devices being released and NOT being panned by developers (like the poor Blackberry Torch getting torched by Engadget recently.)
Torch torching (vs. Windows Phone 7):
10.9.10
Nokia's New CEO Faces A Turnaround of Lou Gerstner Proportions
If Stephen Elop hasn't read "Who Says Elephants Can't Dance?" he'd better rearrange his reading list.
Lou Gerstner pulled off one of the most unexpected turnarounds in history and now Elop faces a similar challenge. Marching into a firm with a dying hardware business and rapidly evolving customer demands was a daunting task and yet Gerstner managed the near-impossible and IBM rides high today.
As unflattering the mental image may be, Stephen Elop needs to do the monkey dance. Yes. Developers, developers, developers. Mobile devices are ALL about software now. Yes, hardware matters a great deal but if a firm doesn't have a fantastic user interface (Nokia does not - I own an E71) they will perish. If Elop doesn't engage the developers Nokia will be relegated to the low-margin, high-volume "dumb" handset market and never recover. (Remember how that worked out for a company named Motorola?)
As hard as it is to fathom we're watching the demise of not only Nokia but also Blackberry due to bureaucratic decision-making structures which are inherent in all large firms. This is truly unfortunate because Nokia has been churning out incredible mobile devices for decades.
Elop has little margin for error. It is time to innovate or die.
Lou Gerstner pulled off one of the most unexpected turnarounds in history and now Elop faces a similar challenge. Marching into a firm with a dying hardware business and rapidly evolving customer demands was a daunting task and yet Gerstner managed the near-impossible and IBM rides high today.
As unflattering the mental image may be, Stephen Elop needs to do the monkey dance. Yes. Developers, developers, developers. Mobile devices are ALL about software now. Yes, hardware matters a great deal but if a firm doesn't have a fantastic user interface (Nokia does not - I own an E71) they will perish. If Elop doesn't engage the developers Nokia will be relegated to the low-margin, high-volume "dumb" handset market and never recover. (Remember how that worked out for a company named Motorola?)
As hard as it is to fathom we're watching the demise of not only Nokia but also Blackberry due to bureaucratic decision-making structures which are inherent in all large firms. This is truly unfortunate because Nokia has been churning out incredible mobile devices for decades.
Elop has little margin for error. It is time to innovate or die.
2.7.10
Open Revolt at Nokia - The Symbian-Guru Shuts Down
If Nokia's most staunch supporters give up on them where will they turn for grassroots support?
A quick review of the Symbian-Guru's list of complaints does not reveal a simple list of manufacturing problems or even software problems which drove them to abandon ship. It sounds as though Nokia's inability to communicate with one of their most vocal customers is what pushed him over the edge. (And will correspondingly have a significant long-term negative impact on their marketing efforts in the United States.)
Frustration ended the relationship. They asked. They pleaded. Their passion ebbed. They finally gave up.
"Shopper Relationships 101" dictates that a company listen to their customers. Especially if that customer is a blogger with hundreds or thousands of followers.
A quick review of the Symbian-Guru's list of complaints does not reveal a simple list of manufacturing problems or even software problems which drove them to abandon ship. It sounds as though Nokia's inability to communicate with one of their most vocal customers is what pushed him over the edge. (And will correspondingly have a significant long-term negative impact on their marketing efforts in the United States.)
Frustration ended the relationship. They asked. They pleaded. Their passion ebbed. They finally gave up.
"Shopper Relationships 101" dictates that a company listen to their customers. Especially if that customer is a blogger with hundreds or thousands of followers.
21.6.10
Can Nokia Be Saved?
One could easily dismiss this morning's Barrons's article by Eric Savitz as being filled with little more than hyperbole but I'm afraid this would be a drastic mistake.
Many of the statements made are simply painful truths but the outcome is yet to be written.
I believe, as I've stated previously, that Nokia STILL has the upper hand in the worldwide mobile device business due to their immense distribution platform. Granted, they've failed to build a legitimate presence in the U.S. market but elsewhere Nokia is still a giant. The key to Nokia's revival, and possibly their very survival, lies in their ability to leverage their in-store network in a manner never before seen.
Nokia needs to build an in-store shopper relationship network to meet their customers where they shop and convince them to remain customers by displaying live devices and their immense capabilities. They must use this network to build relationships with their customers which connect with them across shopping channels. If a shoppers sees something wonderful in a store allow that shopper to revisit their shopping experience when they get home. It requires 2-way communication rather than simply advertising.
It is relatively simple. Most buyers are not technical buyers. Most shoppers are "safety" buyers. They buy what is safe. They buy what their geeky friends or coworkers buy because they know mobile devices have grown so complex they'll never be able to understand it themselves. Nokia used to be the beneficiary of this shopping mode but the consumer market momentum has now shifted to the iPhone. Does this mean the game is over? Certainly not. Just as Apple didn't exist in the mobile device market a few years ago there is no reason Nokia cannot reclaim their momentum.
What is lacking? A robust shopper experience which clearly shows consumers the capabilities of "live" mobile devices (i.e. an Apple store) and educates them on why Nokia is the better choice.
Nokia has an opportunity. They must take a step no other major manufacturer is capable of even considering. Nokia must build a comprehensive Store-in-Store network Content Management System which displays live devices and shows comprehensive video tutorials of how their devices work. Nokia must learn to engage shoppers where they shop. People still visit stores to buy mobile devices. Why? Because they like to touch and feel and use their devices before making such a substantial investment. Apple and Google are trying to shift this buying culture to online sales and are doing so with some level of success. 5 years from now online mobile sales could become the norm. If Nokia doesn't act now their most important asset, their distribution network, could be irrelevant in 5-10 years.
Nokia will either embrace a solution such as that offered by Podo Technology and dramatically overhaul their existing In-store, TV, and Print campaigns or face continued decline. The landscape has changed. Nokia has the opportunity and the capability to reclaim their throne.
Nokia has not failed. Nokia will not fail. If they take bold steps. The time is now.
Many of the statements made are simply painful truths but the outcome is yet to be written.
I believe, as I've stated previously, that Nokia STILL has the upper hand in the worldwide mobile device business due to their immense distribution platform. Granted, they've failed to build a legitimate presence in the U.S. market but elsewhere Nokia is still a giant. The key to Nokia's revival, and possibly their very survival, lies in their ability to leverage their in-store network in a manner never before seen.
Nokia needs to build an in-store shopper relationship network to meet their customers where they shop and convince them to remain customers by displaying live devices and their immense capabilities. They must use this network to build relationships with their customers which connect with them across shopping channels. If a shoppers sees something wonderful in a store allow that shopper to revisit their shopping experience when they get home. It requires 2-way communication rather than simply advertising.
It is relatively simple. Most buyers are not technical buyers. Most shoppers are "safety" buyers. They buy what is safe. They buy what their geeky friends or coworkers buy because they know mobile devices have grown so complex they'll never be able to understand it themselves. Nokia used to be the beneficiary of this shopping mode but the consumer market momentum has now shifted to the iPhone. Does this mean the game is over? Certainly not. Just as Apple didn't exist in the mobile device market a few years ago there is no reason Nokia cannot reclaim their momentum.
What is lacking? A robust shopper experience which clearly shows consumers the capabilities of "live" mobile devices (i.e. an Apple store) and educates them on why Nokia is the better choice.
Nokia has an opportunity. They must take a step no other major manufacturer is capable of even considering. Nokia must build a comprehensive Store-in-Store network Content Management System which displays live devices and shows comprehensive video tutorials of how their devices work. Nokia must learn to engage shoppers where they shop. People still visit stores to buy mobile devices. Why? Because they like to touch and feel and use their devices before making such a substantial investment. Apple and Google are trying to shift this buying culture to online sales and are doing so with some level of success. 5 years from now online mobile sales could become the norm. If Nokia doesn't act now their most important asset, their distribution network, could be irrelevant in 5-10 years.
Nokia will either embrace a solution such as that offered by Podo Technology and dramatically overhaul their existing In-store, TV, and Print campaigns or face continued decline. The landscape has changed. Nokia has the opportunity and the capability to reclaim their throne.
Nokia has not failed. Nokia will not fail. If they take bold steps. The time is now.
20.6.10
AT&T 1993 "You Will" Ads
It's easy to see the future in technology. You simply claim what you wish already existed and predict it to be future fact. ATT's advertisements from 1993 did a good job of this - even touching on in-store shopping concepts in the process (though perhaps unwittingly). I'm sure no one at ATT expected this progression to take 20 (or 30) years but many of these shifts have already come to pass.
One of the most significant shifts yet to arrive is a true embrace of shoppers. Not just to "advertise" to them in a new way but to build relationships. ATT only had to envision new screens being used in innovative ways. The potential of the data component and the resulting analytics is what is truly going to alter the buying landscape.
Apple, Google and Blackberry are already enabling this via the apps erupting on their mobile devices. The question is whether or not retailers and brands will embrace the possibilities created by a big screen experience or simply succumb to the intelligence of 3-4" screens.
One of the most significant shifts yet to arrive is a true embrace of shoppers. Not just to "advertise" to them in a new way but to build relationships. ATT only had to envision new screens being used in innovative ways. The potential of the data component and the resulting analytics is what is truly going to alter the buying landscape.
Apple, Google and Blackberry are already enabling this via the apps erupting on their mobile devices. The question is whether or not retailers and brands will embrace the possibilities created by a big screen experience or simply succumb to the intelligence of 3-4" screens.
Which would be more attractive to your retail setting? Controlling your message on big screens (w/ an innovative consumer experience) or allowing all knowledge to be provided by "price" apps delivered to their mobiles? The difference between the two options is the difference between success and irrelevance.
"You Will" choose. Don't fool yourself. Inaction is a choice.
17.6.10
Turning the Titanic Called Nokia
Shareholders are a famously impatient group. They will frequently bear with their investments when the company in question is in a stable, slow-changing market but technology companies are different.
Technology changes at such an incredible pace investors are forced to be very short-sighted. (And I won't even begin to enter the discussion of the fact that most investors are ridiculously short-sighted to begin with...)
Yes, Nokia has problems but their technical problems are surmountable. If/when Symbian 4 comes out (yes, I'm assuming Nokia will still be around in 2013) they'll finally get it all right and the markets will forget that Nokia was deemed irrelevant in 2010. Big companies have staying power. Big companies have distribution networks and carrier relationships. They have access to capital.
In my estimation Nokia's only failing (outside of their weak lineup of smartphones (voice of a paperweight E71 owner speaking)) has been their unwillingness to embrace their customers and shoppers in the in-store retail setting. Nokia has the broadest retail distribution network in the business and yet it is not being leveraged. Podo Technology spent over a year attempting to penetrate Nokia's bureaucracy to no avail. (Primarily due to gatekeepers who were more interested in their "fees" than they were showing their customer something potentially groundbreaking).
In this brief analysis of Nokia we've listed many reasons Nokia will survive and thrive. The one weakness I've personally witnessed which could be the downfall of the company? Bureaucrats and gatekeepers ignoring innovation and protecting their turf.
Apple won't bring down Nokia, but Nokia could bring down Nokia.
Technology changes at such an incredible pace investors are forced to be very short-sighted. (And I won't even begin to enter the discussion of the fact that most investors are ridiculously short-sighted to begin with...)
Yes, Nokia has problems but their technical problems are surmountable. If/when Symbian 4 comes out (yes, I'm assuming Nokia will still be around in 2013) they'll finally get it all right and the markets will forget that Nokia was deemed irrelevant in 2010. Big companies have staying power. Big companies have distribution networks and carrier relationships. They have access to capital.
In my estimation Nokia's only failing (outside of their weak lineup of smartphones (voice of a paperweight E71 owner speaking)) has been their unwillingness to embrace their customers and shoppers in the in-store retail setting. Nokia has the broadest retail distribution network in the business and yet it is not being leveraged. Podo Technology spent over a year attempting to penetrate Nokia's bureaucracy to no avail. (Primarily due to gatekeepers who were more interested in their "fees" than they were showing their customer something potentially groundbreaking).
In this brief analysis of Nokia we've listed many reasons Nokia will survive and thrive. The one weakness I've personally witnessed which could be the downfall of the company? Bureaucrats and gatekeepers ignoring innovation and protecting their turf.
Apple won't bring down Nokia, but Nokia could bring down Nokia.
10.6.10
M-Commerce In the Store
This progression is inevitable. The only question is whether or not retailers believe they will be able to control the information presented on a shopper's mobile device long term - surely no one believes this to be case.
But the alternative is an investment in an in-store network. A 30" screen and CPU enables a retailer to build a customized, constantly changing experience for their shoppers. Think of it as "the controlled web" or "retail web". It's your space and your shoppers. Isn't it about time you leverage of the situation?
You control the content. You control the message. You communicate with the shopper. Who deserves your shopper's attention? You (the retailer) or Pricegrabber? It's your call.
But the alternative is an investment in an in-store network. A 30" screen and CPU enables a retailer to build a customized, constantly changing experience for their shoppers. Think of it as "the controlled web" or "retail web". It's your space and your shoppers. Isn't it about time you leverage of the situation?
You control the content. You control the message. You communicate with the shopper. Who deserves your shopper's attention? You (the retailer) or Pricegrabber? It's your call.
9.6.10
Apple Strives for Global Markets - WSJ.com
12 months ago a behemoth such as Nokia might have been focused on finding a way to break into the U.S. market. Now they're likely on their heels worrying about protecting marketshare. History tells us defensive strategies don't typically work too well in technology so it should be interesting to see what happens when Apple invades their turf in a big way.
"Apple Strives for Global Markets
Electronics Giant Speeds Overseas Rollout of New iPhone to 88 Countries as It Looks for Growth"
"Apple Strives for Global Markets
Electronics Giant Speeds Overseas Rollout of New iPhone to 88 Countries as It Looks for Growth"
3.6.10
Google Maps Verbal Input Navigation
So, your customers can now (or will soon) use verbal instructions w/ Google Maps for navigation to your business. (We'll ignore for a moment the crushing blow this is going to be to the Garmins/TomToms of the world.)
In the video example attached a person can find a museum exhibit without even knowing which museum is sponsoring this exhibition. If Google Maps can be "event aware" what keeps them from being "product aware"? In the next 24 months will a shopper be able to simply say "Blackberry Bold" and receive directions to the nearest mobile outlet store? Yes. Could Google also provide pricing information? Yes. Could Google allow shoppers to choose their "favorite" retailers? Yes.
The ONLY thing which separates the Google-ized shopping experience from an In-store shopping experience is the hardware. A CPU-driven 30"+ screen experience is (for the foreseeable future) going to top a mobile device experience. Think "Utility" vs. "Immersive".
Take control of the shopper experience now. Or Google will take care of it for you.
In the video example attached a person can find a museum exhibit without even knowing which museum is sponsoring this exhibition. If Google Maps can be "event aware" what keeps them from being "product aware"? In the next 24 months will a shopper be able to simply say "Blackberry Bold" and receive directions to the nearest mobile outlet store? Yes. Could Google also provide pricing information? Yes. Could Google allow shoppers to choose their "favorite" retailers? Yes.
The ONLY thing which separates the Google-ized shopping experience from an In-store shopping experience is the hardware. A CPU-driven 30"+ screen experience is (for the foreseeable future) going to top a mobile device experience. Think "Utility" vs. "Immersive".
Take control of the shopper experience now. Or Google will take care of it for you.
18.5.10
In-store Addiction
Lee Gomes has an excellent piece discussing the engaging (or addicting) power of our mobile devices.
Our sensory motivators are always seeking to be engaged. Because mobile devices do such a fantastic job of "entertaining" us we run to them constantly.
Would shoppers return to an engaging in-store experience? This is unknown because there are ZERO legitimate in-store networks capable of morphing, engaging and calculating shopper interests.
"In-store" is simply a channel to the consumer. It is currently one dominated by 30 year old POP advertising models and an agency-controlled infrastructure which is loathe to see this change. It will change but only the innovators will add value during this evolution.
Our sensory motivators are always seeking to be engaged. Because mobile devices do such a fantastic job of "entertaining" us we run to them constantly.
Would shoppers return to an engaging in-store experience? This is unknown because there are ZERO legitimate in-store networks capable of morphing, engaging and calculating shopper interests.
"In-store" is simply a channel to the consumer. It is currently one dominated by 30 year old POP advertising models and an agency-controlled infrastructure which is loathe to see this change. It will change but only the innovators will add value during this evolution.
The Fading Value of Retail
Brick and mortar locations are always going to play a role in consumer buying (and as I've argued in the past a much more significant role than most journalists would lead one to believe.)
This said, the balance of power continues to shift away from the retailers themselves and toward consumers and brands. This shift began many years ago but is being accelerated by mobile device technology.
Consumers are bringing their own product assessment devices in-store. They're asking people THEY trust for product opinions and advice.
The retailer used to dominate this space (as they should considering the fact that they own the physical space) but they are failing in their inability to entice shoppers to pay attention to their in-store message rather than the message a specific brand may wish to share.
A brick and mortar presence is of immense value unless this space becomes marginalized by technology. This does not have to be the case. A 24"-60" screen will always dominate the experience of a 2-5" screen in your pocket. Retailers are going to be forced to make substantial hardware investments in the in-store experience if they want to have an opportunity to reengage their shoppers.
The question retailers continually ask themselves is "Am I going to see a sales lift if I invest in this new in-store infrastructure?" I would contend this is question is missing the point. An in-store network may not be a matter of "increasing sales enough to pay for it" but a matter of "will we even survive if we don't take this step"?
These questions bring considerably different risk assessment views to the conversation.
This said, the balance of power continues to shift away from the retailers themselves and toward consumers and brands. This shift began many years ago but is being accelerated by mobile device technology.
Consumers are bringing their own product assessment devices in-store. They're asking people THEY trust for product opinions and advice.
The retailer used to dominate this space (as they should considering the fact that they own the physical space) but they are failing in their inability to entice shoppers to pay attention to their in-store message rather than the message a specific brand may wish to share.
A brick and mortar presence is of immense value unless this space becomes marginalized by technology. This does not have to be the case. A 24"-60" screen will always dominate the experience of a 2-5" screen in your pocket. Retailers are going to be forced to make substantial hardware investments in the in-store experience if they want to have an opportunity to reengage their shoppers.
The question retailers continually ask themselves is "Am I going to see a sales lift if I invest in this new in-store infrastructure?" I would contend this is question is missing the point. An in-store network may not be a matter of "increasing sales enough to pay for it" but a matter of "will we even survive if we don't take this step"?
These questions bring considerably different risk assessment views to the conversation.
17.5.10
Google Blinks
Just when you thought Google could overturn all business models and tear down any bureaucracy using technology reality stepped in.
Many felt Google's online sales efforts could shift the mobile device purchasing habits of many to "online" sales which largely ignores a few simply facts: 1) We are human beings and we ENJOY shopping in person for some goods (particularly confusing consumer electronics) and 2) existing sales and distributions infrastructures are in place for a reason.
This is simply one more example of the extensive reach and power of "bricks and mortar". If you are a carrier or manufacturer do NOT doubt the importance of your physical and geographic connection to your customers.
This is not 1999. In the 2010's brick and mortar sales channels will reestablish themselves as a most enviable business model. Online sales will remain supplemental in many non-commoditized markets. And if bricks and mortar is not going away (as was once feared) what is the modern retailer / carrier doing to embrace their customer? Google only attempted this mutiny due to a perceived pain in the marketplace. The pain is real. Google simply had the wrong answer.
Many felt Google's online sales efforts could shift the mobile device purchasing habits of many to "online" sales which largely ignores a few simply facts: 1) We are human beings and we ENJOY shopping in person for some goods (particularly confusing consumer electronics) and 2) existing sales and distributions infrastructures are in place for a reason.
This is simply one more example of the extensive reach and power of "bricks and mortar". If you are a carrier or manufacturer do NOT doubt the importance of your physical and geographic connection to your customers.
This is not 1999. In the 2010's brick and mortar sales channels will reestablish themselves as a most enviable business model. Online sales will remain supplemental in many non-commoditized markets. And if bricks and mortar is not going away (as was once feared) what is the modern retailer / carrier doing to embrace their customer? Google only attempted this mutiny due to a perceived pain in the marketplace. The pain is real. Google simply had the wrong answer.
4.5.10
Convergence Is Here - But What Matters? Channel or Device?
Most of the industry-speak about convergence centers on the mobile devices we carry and the tremendous impact they can have since we have them on our person 24/7.
This report argues it is not only this one channel which is converging but all the channels by which we consume information.
This report argues it is not only this one channel which is converging but all the channels by which we consume information.
15.4.10
The Shopping Experience Will Be Revolutionized
Bill Buxton shows us some new innovations forthcoming in the UX.
13.4.10
2 In-store Network Options: Retailers vs. Shoppers
Historically retailers have had a distinct advantage in the battle for a shopper's mental real estate. Why? Only because they had no competition. Once a shopper enters your store they had no opportunity to seek information from another source until they left your store.
Today this is changing. Shoppers are becoming increasingly empowered by the iPhone-enabled mobile web. (Note that I intentionally left all other mobile devices out of this list due to their immature app platforms.)
Time is running out on retailers. There is a window of opportunity in which they can either commit (and correspondingly write large checks to build out in-store hardware networks) or fade into irrelevence. An in-store network investment will ultimately be embraced by (and paid for) by the brands using it to communicate but the retailer must take the first step. The retailer MUST make a bold decision to build a network FOR THEIR SHOPPERS in order to avoid the shopper's other (increasingly functional) option: a private, mobile network in which the shopper chooses any and all information they see within the brick and mortar shopping experience.
The clock is ticking...
Today this is changing. Shoppers are becoming increasingly empowered by the iPhone-enabled mobile web. (Note that I intentionally left all other mobile devices out of this list due to their immature app platforms.)
Time is running out on retailers. There is a window of opportunity in which they can either commit (and correspondingly write large checks to build out in-store hardware networks) or fade into irrelevence. An in-store network investment will ultimately be embraced by (and paid for) by the brands using it to communicate but the retailer must take the first step. The retailer MUST make a bold decision to build a network FOR THEIR SHOPPERS in order to avoid the shopper's other (increasingly functional) option: a private, mobile network in which the shopper chooses any and all information they see within the brick and mortar shopping experience.
The clock is ticking...
31.3.10
Amazon Is Patenting Their Ability To Service Their Customers
When a conflict exists between a retailer and a shopper who pays the price? The retailer. Always. Because the shopper can and will go elsewhere for their goods and 99+% of the time they won't bother to tell the retailer why they left.
How can this be combatted? Simply by listening to your shoppers while they are in your store. Retailers cannot afford to commit the human resources necessary to invite 2-way communication with every shopper who enters a store but they CAN build an in-store network which enables this relationship.
How many CPUs do you have on your retail floor? Every CPU you place on your retail floor is one more set of ears to receive shopper feedback. (Of course you must have a management system such as that offered by Podo Technology to properly absorb this feedback.)
That said, a "Suggestion Box" (whether paper-based or electronic) typically fails for 2 reasons: 1) because the box sits by an exit where people are no longer interested in providing feedback and 2) because the recipients of these suggestions rarely act on the information provided.
Relationship is NOT just "listening". Relationship means listening followed by ACTION. Are you prepared to act?
How can this be combatted? Simply by listening to your shoppers while they are in your store. Retailers cannot afford to commit the human resources necessary to invite 2-way communication with every shopper who enters a store but they CAN build an in-store network which enables this relationship.
How many CPUs do you have on your retail floor? Every CPU you place on your retail floor is one more set of ears to receive shopper feedback. (Of course you must have a management system such as that offered by Podo Technology to properly absorb this feedback.)
That said, a "Suggestion Box" (whether paper-based or electronic) typically fails for 2 reasons: 1) because the box sits by an exit where people are no longer interested in providing feedback and 2) because the recipients of these suggestions rarely act on the information provided.
Relationship is NOT just "listening". Relationship means listening followed by ACTION. Are you prepared to act?
24.3.10
The iPad Will Fail. Long Live the iPad.
How many times have you been disappointed by a mobile device? Every time? You buy a new toy and then learn the accelerometer doesn't flip the keyboard in every application. Or you suddenly realize you are a keyboard shortcut junkie but you didn't recognize your problem until you were confronted with a new OS.
Apple somehow still has underdog status and so they're being cut lots of slack for an otherwise lackluster list of device capabilities. But then, the iPhone isn't too impressive either, is it?
Maybe it IS all about the User Experience.
Can Microsoft beat them at their own game?
Apple somehow still has underdog status and so they're being cut lots of slack for an otherwise lackluster list of device capabilities. But then, the iPhone isn't too impressive either, is it?
Maybe it IS all about the User Experience.
Can Microsoft beat them at their own game?
17.3.10
Microsoft's Mix2010 update
Well, it appears Microsoft's patience and planning may soon pay off. The demonstrations of the forthcoming Windows Mobile 7 OS were pretty impressive and assuming speedy hardware accompanies the new user interface MS may have a legitimate mobile OS offering for the first time since... Well, for the first time.
Before you scoff and claim the fight is already over bear in mind that I'm sitting amongst thousands of die-hard MS programmers and designers. This is a group that has been aching to join the mobile app fray but didn't want to dive right into something completely new and different so they've largely ignored the iPhone app frenzy.
It should be interesting to see if they can resurrect an OS which has largely been written off by the media.
Before you scoff and claim the fight is already over bear in mind that I'm sitting amongst thousands of die-hard MS programmers and designers. This is a group that has been aching to join the mobile app fray but didn't want to dive right into something completely new and different so they've largely ignored the iPhone app frenzy.
It should be interesting to see if they can resurrect an OS which has largely been written off by the media.
10.3.10
Google - Trying Very Hard Not to be Evil
But they do want to know their customers very well.
The better they know you the better they can serve you.
It is easy to point a suspicious finger at Google but this is shortsighted. They're simply doing a very good job at what every other advertiser would LIKE to be doing. Getting to know you. So they can build relationships with you.
So, if you're not Google how do you engage your customers and learn about them outside of direct traffic on your website? Meet them on the shopping floor.
The better they know you the better they can serve you.
It is easy to point a suspicious finger at Google but this is shortsighted. They're simply doing a very good job at what every other advertiser would LIKE to be doing. Getting to know you. So they can build relationships with you.
So, if you're not Google how do you engage your customers and learn about them outside of direct traffic on your website? Meet them on the shopping floor.
THE BEAST FILE: GOOGLE from Hungry Beast on Vimeo.
6.3.10
The Future of Engagement
Simply put this is one of the best discussions I've seen in a very long time.
It's excruciatingly long but worth every minute.
It's excruciatingly long but worth every minute.
26.2.10
O Symbian, Symbian! Wherefore Art Thou Symbian?
The iPhone's momentum is only growing. Nokia has given away the store trying to get back in the game (by transitioning their map data from a paid to a free service) but will it be enough?
Not without a revolutionary marketing step. Embracing shoppers in the store is the ONLY hope for Nokia (or any other struggling manufacturer) to rebuild market share.
Why? IT IS ALL ABOUT THE SOFTWARE!!! Whether manufacturers like it or not it is not a hardware game any longer. I can confidently state that the Nokia E71 is the most beautiful phone I've ever owned. And yet it collects dust in my closet because the software running the device is slow and buggy.
When are manufacturers going to realize they MUST find a way to show off their latest software to shoppers. You can't do this on the internet due to bandwidth and screen limitations. Ahhh, but the store... The retail outlet is an environment in which you can control your message. This is not digital signage looping boring videos. This is an active control center monitoring and adjusting a content management system which COMMUNICATES with the shopper. Communication is a two-way process. This is not an opportunity to shout louder at the shopper nor even a chance just to change your message more regularly.
This is an opportunity to LISTEN to the shopper. Does anyone in sales and marketing listen any more? Yes, human beings listen. Website listen. But all other marketing radio, print, TV are talking AT their customer because they cannot listen. In-store networks change this dynamic forever.
The major brands are controlled by their agencies which have a vested interest in not changing the status quo.
When will your brand be set free?
Not without a revolutionary marketing step. Embracing shoppers in the store is the ONLY hope for Nokia (or any other struggling manufacturer) to rebuild market share.
Why? IT IS ALL ABOUT THE SOFTWARE!!! Whether manufacturers like it or not it is not a hardware game any longer. I can confidently state that the Nokia E71 is the most beautiful phone I've ever owned. And yet it collects dust in my closet because the software running the device is slow and buggy.
When are manufacturers going to realize they MUST find a way to show off their latest software to shoppers. You can't do this on the internet due to bandwidth and screen limitations. Ahhh, but the store... The retail outlet is an environment in which you can control your message. This is not digital signage looping boring videos. This is an active control center monitoring and adjusting a content management system which COMMUNICATES with the shopper. Communication is a two-way process. This is not an opportunity to shout louder at the shopper nor even a chance just to change your message more regularly.
This is an opportunity to LISTEN to the shopper. Does anyone in sales and marketing listen any more? Yes, human beings listen. Website listen. But all other marketing radio, print, TV are talking AT their customer because they cannot listen. In-store networks change this dynamic forever.
The major brands are controlled by their agencies which have a vested interest in not changing the status quo.
When will your brand be set free?
15.2.10
If You Can't Beat Apple...
Join together in a mass state of confusion!
When you feel you've lost the battle I suppose absurd alliances are the next step?
How long will it be before we begin seeing capitulation in retail? How long before retailers begin giving away their customers to the online retailers in a desperate attempt to remain relevant? Oh, it's already happening?
Retailers: Don't give away the only valuable asset you have remaining. Your customers ARE loyal to your brand but if you don't provide them with useful product knowledge on the retail floor, at the point of decision, you are ignoring shopper demands and you will lose them. Forever.
In-store networks are inevitable but if retailers wait these networks and the corresponding shopper experience will be directed (and dictated) by the purveyors of the shopper's mobile device rather than the brands and retailers. If I could learn everything I want to know about a product on a screen in a store I wouldn't even remove my mobile device from my pocket but as it is now I'm forced to spec check, price check, app check etc all on my smartphone because NONE of this comparative information is available in the store.
You have the real estate. You have the customer. You'd better inject a new shopping experience or prepare for tumbleweeds...
When you feel you've lost the battle I suppose absurd alliances are the next step?
How long will it be before we begin seeing capitulation in retail? How long before retailers begin giving away their customers to the online retailers in a desperate attempt to remain relevant? Oh, it's already happening?
Retailers: Don't give away the only valuable asset you have remaining. Your customers ARE loyal to your brand but if you don't provide them with useful product knowledge on the retail floor, at the point of decision, you are ignoring shopper demands and you will lose them. Forever.
In-store networks are inevitable but if retailers wait these networks and the corresponding shopper experience will be directed (and dictated) by the purveyors of the shopper's mobile device rather than the brands and retailers. If I could learn everything I want to know about a product on a screen in a store I wouldn't even remove my mobile device from my pocket but as it is now I'm forced to spec check, price check, app check etc all on my smartphone because NONE of this comparative information is available in the store.
You have the real estate. You have the customer. You'd better inject a new shopping experience or prepare for tumbleweeds...
5.2.10
Touch Technology Is Coming To A Store Near You
When vending machine owners can afford to embed a giant touch interface to sell candy bars can a similar approach be far behind in more lucrative markets?
Granted, this is ONE machine. Machine #2 may never see the light of day.
Agencies beware: There is a new screen in town and if you don't learn how to embrace this new space your customers will leave you.
Granted, this is ONE machine. Machine #2 may never see the light of day.
Agencies beware: There is a new screen in town and if you don't learn how to embrace this new space your customers will leave you.
4.2.10
Relationships. Do Agencies Grasp This Term?
Judging from my experience with agencies they do not.
They have a business model which has (kind of) worked for the last 20-30 years and they're not going to turn that on its head just because their customers have no interest in the product they're offering. Change would involve risk and established players do not take risks. Ever.
Podo Technology has no relationship with TruEffect. In fact, I'd never heard of them until today. But I like their message. And if your agency isn't embracing these concepts you ARE losing ground. Assuming your firm doesn't have this expertise on staff (you don't) I cannot think of a better avenue to pursue than engaging someone like TruEffect.
And one day RELATIONSHIPS will come full circle. The web will connect to the mobile device which will connect to the home which will connect to the store.
If brands and retailers are fortunate enough to have a relationship why would they ignore their customer when they're in-store but bombard them when they are at home in front of their computer?
Engaging customers is like a dating relationship. You cannot ignore the person you are dating on a regular basis and expect that person to grow enamored with you (or your brand).
It's time to close the loop.
They have a business model which has (kind of) worked for the last 20-30 years and they're not going to turn that on its head just because their customers have no interest in the product they're offering. Change would involve risk and established players do not take risks. Ever.
Podo Technology has no relationship with TruEffect. In fact, I'd never heard of them until today. But I like their message. And if your agency isn't embracing these concepts you ARE losing ground. Assuming your firm doesn't have this expertise on staff (you don't) I cannot think of a better avenue to pursue than engaging someone like TruEffect.
And one day RELATIONSHIPS will come full circle. The web will connect to the mobile device which will connect to the home which will connect to the store.
If brands and retailers are fortunate enough to have a relationship why would they ignore their customer when they're in-store but bombard them when they are at home in front of their computer?
Engaging customers is like a dating relationship. You cannot ignore the person you are dating on a regular basis and expect that person to grow enamored with you (or your brand).
It's time to close the loop.
Demographics Collide
Once again marketers are confronted with evidence of a rapidly changing landscape.
The thought process of today's marketer, upon reading this article, is going to be "Well, that's okay. They'll grow eventually. We'll just wait."
If this was your initial thought you'd better reconsider.
Today's 18-29 year old demographic isn't taking a turn from which they'll turn back. They are different. They communicate differently. They shop differently. They LIVE differently.
Oh, and signing up your firm for a Twitter account does not equate to "better engagement". Twitter may be wonderful (jury is out) but it is STILL a one-way communication medium.
Retailers and brands will not excite shoppers until they make shopping fun again.
The thought process of today's marketer, upon reading this article, is going to be "Well, that's okay. They'll grow eventually. We'll just wait."
If this was your initial thought you'd better reconsider.
Today's 18-29 year old demographic isn't taking a turn from which they'll turn back. They are different. They communicate differently. They shop differently. They LIVE differently.
Oh, and signing up your firm for a Twitter account does not equate to "better engagement". Twitter may be wonderful (jury is out) but it is STILL a one-way communication medium.
Retailers and brands will not excite shoppers until they make shopping fun again.
26.1.10
Touch Technology Is Becoming Pervasive
We're touching PCs, iPods, iPhones, (soon-to-be) iTablets and now, video walls.
Does anyone in retail doubt that the masses are ready to interact? Touch technology is everywhere which gives retailers the opportunity to communicate with their customers with TWO-WAY interaction. (Commonplace on the internet. Unheard of on the retail floor.)
My concern used to be about whether or not modern technology could be used to effectively engage shoppers. Now I know the problem to be the retailers' unwillingness to invest in relationships - not the shopper's lack of interest in those relationships. But, as in any relationship, if ignored long enough shoppers will give up and go away.
Turn on the in-store network and prepare to be flooded with feedback which can help morph your retail presence into the store of the future. And by the way the store of the future will be dictated by shoppers. Not by corporate planners.
Does anyone in retail doubt that the masses are ready to interact? Touch technology is everywhere which gives retailers the opportunity to communicate with their customers with TWO-WAY interaction. (Commonplace on the internet. Unheard of on the retail floor.)
My concern used to be about whether or not modern technology could be used to effectively engage shoppers. Now I know the problem to be the retailers' unwillingness to invest in relationships - not the shopper's lack of interest in those relationships. But, as in any relationship, if ignored long enough shoppers will give up and go away.
Turn on the in-store network and prepare to be flooded with feedback which can help morph your retail presence into the store of the future. And by the way the store of the future will be dictated by shoppers. Not by corporate planners.
21.1.10
J.C. Penney's Investment in the Shopper Experience (SX)
Penney's began their internal project approximately 2 years ago.
Where does your firm stand in this 2-3 year process?
When are you going to care enough about your customers to invest in them?
Retail has already severed much of the product knowledge and customer service from the retail experience through repeated cost-cutting over the past decade. Investing in an in-store network is not a new investment. It is a replacement investment.
It is one thing to attempt to minimize customer support calls by pushing more traffic to automated email/chat systems to save money. It is quite another to fire a significant portion of your on-floor workforce and then do nothing to fill the resulting void.
There is not a better customer service representative than a well-trained human being. Because these are so difficult to build in retail (due to turnover, etc) interactive, avatar-driven lifelike experiences are the next best thing.
Your shoppers are willing to talk. Are you willing to listen?
Where does your firm stand in this 2-3 year process?
When are you going to care enough about your customers to invest in them?
Retail has already severed much of the product knowledge and customer service from the retail experience through repeated cost-cutting over the past decade. Investing in an in-store network is not a new investment. It is a replacement investment.
It is one thing to attempt to minimize customer support calls by pushing more traffic to automated email/chat systems to save money. It is quite another to fire a significant portion of your on-floor workforce and then do nothing to fill the resulting void.
There is not a better customer service representative than a well-trained human being. Because these are so difficult to build in retail (due to turnover, etc) interactive, avatar-driven lifelike experiences are the next best thing.
Your shoppers are willing to talk. Are you willing to listen?
Desperate Times Call for Desperate Measures
Nokia really had no choice in this matter if they want to stay in the game.
Today Nokia announced that they would begin offering their location-based services for free. When Google speaks markets shake.
Suddenly much of Europe will begin enjoying the kind of location based services the U.S. has been enjoying for the past 12 months.
GPS / Location data has officially become a commodity.
Today Nokia announced that they would begin offering their location-based services for free. When Google speaks markets shake.
Suddenly much of Europe will begin enjoying the kind of location based services the U.S. has been enjoying for the past 12 months.
GPS / Location data has officially become a commodity.
In-store Customer Reviews
In-store product reviews are coming in many different forms.
Yesterday we discussed the forthcoming impact of mobile device apps.
Today is simply another point of validation about this direction of the brick and mortar marketplace. Shoppers find shopping "blind" with little to no product information unacceptable. Product details, comparisons and even reviews are an absolute necessity in the mind of today's shopper.
Providing this information in your store in a CONTROLLABLE format (vs. the format chosen by a mobile provider) requires the installation of an in-store network of touchscreen devices.
Whether you use 15" or 42" screens to interact with your customer is immaterial. Retailers MUST make a commitment to installing a network before content to be delivered on that network is worthy of discussion. Yes, the possibilities are endless but if a firm is not prepared to make the hardware purchases necessary to engage their customers in the manner shoppers desire they are making a loud statement about their interest in engaging (and retaining that customer).
Once installed this in-store network is not simply "digital signage". (Digital signage is little more than noise shoppers are forced to tune out.) An in-store network opens the door to interactivity with shoppers. The shopper's inputs are then captured and analyzed so the future shopping experience can be modified to better suit their needs.
In-store networks are little more than Direct Marketing for the new millennium.
Direct Marketing altered the playing field once. It is going to do it again using this new medium.
Yesterday we discussed the forthcoming impact of mobile device apps.
Today is simply another point of validation about this direction of the brick and mortar marketplace. Shoppers find shopping "blind" with little to no product information unacceptable. Product details, comparisons and even reviews are an absolute necessity in the mind of today's shopper.
Providing this information in your store in a CONTROLLABLE format (vs. the format chosen by a mobile provider) requires the installation of an in-store network of touchscreen devices.
Whether you use 15" or 42" screens to interact with your customer is immaterial. Retailers MUST make a commitment to installing a network before content to be delivered on that network is worthy of discussion. Yes, the possibilities are endless but if a firm is not prepared to make the hardware purchases necessary to engage their customers in the manner shoppers desire they are making a loud statement about their interest in engaging (and retaining that customer).
Once installed this in-store network is not simply "digital signage". (Digital signage is little more than noise shoppers are forced to tune out.) An in-store network opens the door to interactivity with shoppers. The shopper's inputs are then captured and analyzed so the future shopping experience can be modified to better suit their needs.
In-store networks are little more than Direct Marketing for the new millennium.
Direct Marketing altered the playing field once. It is going to do it again using this new medium.
20.1.10
Find Discounts. Share Deals. Save Money. ___ IN THE STORE. TODAY.
The concept of Postabon is not surprising. People have been comparison shopping for hundreds of years.
But in the not so distant past less than 7% of shoppers (don't ask me from where I pulled this statistic - perhaps Malcom Gladwell's 'Tipping Point') regularly dove into the details of product, brand, price, etc. But this influential 7% only shared their opinions with their immediate and relatively small circle of friends and family. Rarely did this information go viral.
Thanks to Postabon viral dissemination of this information is no longer going to be the exception but the rule.
Innovative apps such as Postabon, rapidly improving location-based technologies (also integrated in the Postabon experience) and exploding social networks are combining to spread shopper knowledge across huge percentages of the population.
Retailer are going to be forced to find innovative ways to engage and retain their customers (build relationships) or persistent price wars will drive many of them out of business.
I've said it before and I'll say it again. Retailers don't have 10 years to ponder this coming reality. Product information in-store has been grossly inadequate for decades but certainly for the past 5-10 years when customer reviews on internet shopping sites became the norm.
Amazon has been in business for over FIFTEEN YEARS and yet no brick and mortar retailer has brought shopper opinions to the retail floor. FIFTEEN YEARS! How long do retailers need to react? Shoppers trust online retailers because these retailers give their shoppers a voice.
In-store shopper marketing networks are complicated. They are expensive. And they are essential. Well, essential if you still want to be in business in 2020.
But in the not so distant past less than 7% of shoppers (don't ask me from where I pulled this statistic - perhaps Malcom Gladwell's 'Tipping Point') regularly dove into the details of product, brand, price, etc. But this influential 7% only shared their opinions with their immediate and relatively small circle of friends and family. Rarely did this information go viral.
Thanks to Postabon viral dissemination of this information is no longer going to be the exception but the rule.
Innovative apps such as Postabon, rapidly improving location-based technologies (also integrated in the Postabon experience) and exploding social networks are combining to spread shopper knowledge across huge percentages of the population.
Retailer are going to be forced to find innovative ways to engage and retain their customers (build relationships) or persistent price wars will drive many of them out of business.
I've said it before and I'll say it again. Retailers don't have 10 years to ponder this coming reality. Product information in-store has been grossly inadequate for decades but certainly for the past 5-10 years when customer reviews on internet shopping sites became the norm.
Amazon has been in business for over FIFTEEN YEARS and yet no brick and mortar retailer has brought shopper opinions to the retail floor. FIFTEEN YEARS! How long do retailers need to react? Shoppers trust online retailers because these retailers give their shoppers a voice.
In-store shopper marketing networks are complicated. They are expensive. And they are essential. Well, essential if you still want to be in business in 2020.
14.1.10
Give Your Customers What They Want
Or they WILL run for the exits as soon as a better option arrives.
Microsoft, Nokia and even mighty Apple may one day struggle in the mobile device market (and I'm not only referring to smartphones - I'm talking about the plethora of newly intelligent devices which are soon to hit the markets.)
Why? Freedom vs. Control. Android lets you do it YOUR way. Just as the Internet lets you shop YOUR way.
Shoppers won't put up with a dearth of product information and reviews on the retail floor forever. Your customers are currently not buying in-store because they like to go home and read reviews first. (And then frequently buy their devices from an online retailer costing the brick and mortar firm the sale.)
Retailers and brands MUST move product reviews and recommendations and engaging interactive device tutorials in-store ASAP or risk going the way of the Dodo.
Microsoft, Nokia and even mighty Apple may one day struggle in the mobile device market (and I'm not only referring to smartphones - I'm talking about the plethora of newly intelligent devices which are soon to hit the markets.)
Why? Freedom vs. Control. Android lets you do it YOUR way. Just as the Internet lets you shop YOUR way.
Shoppers won't put up with a dearth of product information and reviews on the retail floor forever. Your customers are currently not buying in-store because they like to go home and read reviews first. (And then frequently buy their devices from an online retailer costing the brick and mortar firm the sale.)
Retailers and brands MUST move product reviews and recommendations and engaging interactive device tutorials in-store ASAP or risk going the way of the Dodo.
13.1.10
Engagement - the CPM Killer
PODO has been pushing the concept of "Engagement" pricing for several years. (No, we don't expect our little company to transform the world's current advertising business model. Yet.)
CPM is grossly outdated. We are a TIVO nation and we're quite adept at walking by digital signage screens in a mall without even a glance.
VideoEgg (by their estimation) is converting 33 to 100 times more traffic into shoppers. I would argue that Podo's solution is even more valuable because our experience is FUN and will trigger return trips to the retailer AND the ever-important "word of mouth" marketing which truly drives companies.
Traffic vs Shoppers. Why do most marketers treat them as one and the same? Because it suits the established business model.
We all know 1-to-1 human contact is the best sales tool but this is cost prohibitive for many products/markets. Interactive technology will allow this concept to scale at an acceptable cost level.
Suddenly "traffic" is ignored and "engagement" takes over.
And with engagement? The opportunity for a RELATIONSHIP!
(Sidenote: PODO has captured over 5,000,000 shopper experiences in our footwear solution and anticipate this number being rapidly dwarfed by our Mobile Device solution.)
CPM is grossly outdated. We are a TIVO nation and we're quite adept at walking by digital signage screens in a mall without even a glance.
VideoEgg (by their estimation) is converting 33 to 100 times more traffic into shoppers. I would argue that Podo's solution is even more valuable because our experience is FUN and will trigger return trips to the retailer AND the ever-important "word of mouth" marketing which truly drives companies.
Traffic vs Shoppers. Why do most marketers treat them as one and the same? Because it suits the established business model.
We all know 1-to-1 human contact is the best sales tool but this is cost prohibitive for many products/markets. Interactive technology will allow this concept to scale at an acceptable cost level.
Suddenly "traffic" is ignored and "engagement" takes over.
And with engagement? The opportunity for a RELATIONSHIP!
(Sidenote: PODO has captured over 5,000,000 shopper experiences in our footwear solution and anticipate this number being rapidly dwarfed by our Mobile Device solution.)
iPhone Recommendation Apps for Shoppers
How long will it be before a large majority of your shoppers are carrying their own version of "Consumer Reports" with them into the store?
Not long.
This is good in that bad products will die faster and good products will sell more (helping the good products reap higher profits and correspondingly develop even better products).
The proper retail response? Put your best salesperson in front of every shopper.
How many more phones or cameras or widgets would you sell if you had one of the nation's top salespeople pitching your products every time? 10%? 20%? 50%? (Podo's unscientific (reported from customers) sales lift in footwear has been 12-19%.)
No one knows the answer for Consumer Electronics. Yet. A time is coming when the perfect pitch will be displayed before every shopper every time.
It is simply a matter of which retailers and brands recognize this reality and react first. The early bird will get the worm. The bureaucratic, inflexible, risk averse bird/retailer will slowly perish under the weight of their own irrelevance.
Not long.
This is good in that bad products will die faster and good products will sell more (helping the good products reap higher profits and correspondingly develop even better products).
The proper retail response? Put your best salesperson in front of every shopper.
How many more phones or cameras or widgets would you sell if you had one of the nation's top salespeople pitching your products every time? 10%? 20%? 50%? (Podo's unscientific (reported from customers) sales lift in footwear has been 12-19%.)
No one knows the answer for Consumer Electronics. Yet. A time is coming when the perfect pitch will be displayed before every shopper every time.
It is simply a matter of which retailers and brands recognize this reality and react first. The early bird will get the worm. The bureaucratic, inflexible, risk averse bird/retailer will slowly perish under the weight of their own irrelevance.
12.1.10
Elvis Has Entered the Building
In yet another expected progression of the in-store and shopper experience space Microsoft and Intel are pushing the concepts of shopper recognition, shopper feedback and coupons,
How much longer are retailers going to sit idly by and watch their sales move online? Shoppers enjoy shopping but they currently have no motivation to shop in-store. The list of reasons not to is extensive.
The technology is here. PODO has been doing these things for years.
Your shoppers are shifting. Your shoppers are no longer reading print advertisements and they're no longer watching television commercials. You'd better move your market budgeting to in-store while you still have one.
How much longer are retailers going to sit idly by and watch their sales move online? Shoppers enjoy shopping but they currently have no motivation to shop in-store. The list of reasons not to is extensive.
The technology is here. PODO has been doing these things for years.
Your shoppers are shifting. Your shoppers are no longer reading print advertisements and they're no longer watching television commercials. You'd better move your market budgeting to in-store while you still have one.
11.1.10
Android Dominance Forthcoming
Are we nearing a time when the will be only 3 major players in the mobile device OS market?
iPhone and Blackberry have established themselves but suddenly Google appears on the scene and in less than 24 months expects to take over the #2 spot from RIM.
How? Word of mouth. It does not matter how much you "advertise" if you aren't telling the truth. Don't tell your customers you have the "best" mobile OS if you do not. Customers won't easily forgive your deception. If you software is lacking fix it. If you are forced to hop between operating systems until you've had time to develop your own so be it (as Samsung has done.)
Simple as that. People want honesty. Word of mouth works because people trust the people they have relationships with. In Malcolm Gladwell's "Tipping Point" he discusses the immense influence of "mavens". Mavens have this inordinate ability to influence people due to the information they absorb. A modern in-store experience could and should flood shoppers with information IF they so desire. Today in-store shopping is typically an exercise in frustration.
Why aren't you transmitting word of mouth advertising directly to your retail floor? Are you afraid of what shoppers might say about you? Better to listen and change than stick your head in the sand and get hit by the Google Express.
Amazon is pushing ratings and comments to their "retail floor" (in your home). Is there any reason why you're not sharing this same information? Is is just data. It is possible today.
iPhone and Blackberry have established themselves but suddenly Google appears on the scene and in less than 24 months expects to take over the #2 spot from RIM.
How? Word of mouth. It does not matter how much you "advertise" if you aren't telling the truth. Don't tell your customers you have the "best" mobile OS if you do not. Customers won't easily forgive your deception. If you software is lacking fix it. If you are forced to hop between operating systems until you've had time to develop your own so be it (as Samsung has done.)
Simple as that. People want honesty. Word of mouth works because people trust the people they have relationships with. In Malcolm Gladwell's "Tipping Point" he discusses the immense influence of "mavens". Mavens have this inordinate ability to influence people due to the information they absorb. A modern in-store experience could and should flood shoppers with information IF they so desire. Today in-store shopping is typically an exercise in frustration.
Why aren't you transmitting word of mouth advertising directly to your retail floor? Are you afraid of what shoppers might say about you? Better to listen and change than stick your head in the sand and get hit by the Google Express.
Amazon is pushing ratings and comments to their "retail floor" (in your home). Is there any reason why you're not sharing this same information? Is is just data. It is possible today.
Post-production Content Management
If your company is not utilizing current technology to deconstruct your existing content money is being left on the table/disk.
All major brands have an immense infrastructure built to create content for different mediums but a substantial challenge remains in the ability to rapidly and easily move this content to and from all the different marketing opportunities which are possible today (internet, print, TV) and tomorrow (in-store and mobile).
Companies such as RAMP appear to be headed in the right direction. If your firm isn't actively considering the best options for your content (and correspondingly innovative avenues for displaying this content such as Shopper Experience networks) you are falling behind.
All major brands have an immense infrastructure built to create content for different mediums but a substantial challenge remains in the ability to rapidly and easily move this content to and from all the different marketing opportunities which are possible today (internet, print, TV) and tomorrow (in-store and mobile).
Companies such as RAMP appear to be headed in the right direction. If your firm isn't actively considering the best options for your content (and correspondingly innovative avenues for displaying this content such as Shopper Experience networks) you are falling behind.
5.1.10
Honesty in Retail
Your shoppers have transitioned to customers. But 32 days later they aren't happy.
Why? Because they purchased a phone with an OS which is bloated, slow, and difficult to use.
Rather than simply avoid the reality of the fact that you are willingly selling your shoppers an inferior product why not embrace your shopper's opinions about these devices?
If Microsoft is unable to produce a mobile OS which is competitive shouldn't you be sharing this with your shoppers?
Uneducated shoppers see a name brand and assume competence but when they get home and unbox a "only-slightly-more-functional-than-a-brick" their frustration isn't only directed at the OS-developer and the firm who built the product. They are frustrated with the retailer who was willing to sell them garbage in the first place.
Let the market dictate your product selection. AND provide this knowledge on your retail floor.
There is no reason every retailer is not providing "Amazon"-type reviews in their stores so customers can confidently make purchases just as they currently do in their homes.
Are you afraid of what your customers might say about the product selection you're offering? You should be. BUT if you allow your customers to share with you, even though the truth hurts, you WILL gain relevance and credibility in their eyes.
If a shopper could tell a friend "Yes, just visit the Verizon/Sprint/Orange store - they've got all their phones rated - just don't buy anything with less than 3 stars" how much traffic would this drive to your store?
Currently retailers act as though every product they sell is a wonderful product. And they wonder why shoppers don't trust them.
Once again, an opportunity to build relationships with shoppers is being squandered by ignoring that shoppers do not trust retailers and are therefore seeking product advice and reviews elsewhere.
Retailers have less than 5 years to right this wrong.
Why? Because they purchased a phone with an OS which is bloated, slow, and difficult to use.
Rather than simply avoid the reality of the fact that you are willingly selling your shoppers an inferior product why not embrace your shopper's opinions about these devices?
If Microsoft is unable to produce a mobile OS which is competitive shouldn't you be sharing this with your shoppers?
Uneducated shoppers see a name brand and assume competence but when they get home and unbox a "only-slightly-more-functional-than-a-brick" their frustration isn't only directed at the OS-developer and the firm who built the product. They are frustrated with the retailer who was willing to sell them garbage in the first place.
Let the market dictate your product selection. AND provide this knowledge on your retail floor.
There is no reason every retailer is not providing "Amazon"-type reviews in their stores so customers can confidently make purchases just as they currently do in their homes.
Are you afraid of what your customers might say about the product selection you're offering? You should be. BUT if you allow your customers to share with you, even though the truth hurts, you WILL gain relevance and credibility in their eyes.
If a shopper could tell a friend "Yes, just visit the Verizon/Sprint/Orange store - they've got all their phones rated - just don't buy anything with less than 3 stars" how much traffic would this drive to your store?
Currently retailers act as though every product they sell is a wonderful product. And they wonder why shoppers don't trust them.
Once again, an opportunity to build relationships with shoppers is being squandered by ignoring that shoppers do not trust retailers and are therefore seeking product advice and reviews elsewhere.
Retailers have less than 5 years to right this wrong.
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