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?
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