Linked by Thom Holwerda on Tue 14th Aug 2012 22:17 UTC
PDAs, Cellphones, Wireless You wouldn't believe it, but something actually, truly interesting came out of the Apple vs. Samsung lawsuit yesterday. Apple had conducted a survey to find out why, exactly, consumers opted to go with Android instead of the iPhone. The results are fascinating - not only do they seem to invalidate Apple's claims, they provide an unusual insight into consumer behaviour. The gist? People choose Android not because it's an iPhone copy - they choose it because of Android's unique characteristics.
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Marketing 101
by Chrispynutt on Wed 15th Aug 2012 08:35 UTC
Chrispynutt
Member since:
2012-03-14

For my sins I studied Marketing 12 years ago. I have tried to forget most of it. However there were some useful points I thought were worth remembering.

One was that you don't succeed in a market by doing what your competitor does even if it is a little bit better or a little bit cheaper. You do what your competitor doesn't.

HTC got a lot of complaints about the number of phones it was releasing 'because the Apple model works'. However Samsung's success proves that if you provide a phone for every possible screen size you can fill all the surrounding space.

Be where you competitor isn't and when they are late to the party that is their problem. This worked for Apple when they delivered a slick, but limited iPhone 2G compared to the clunky feature packed Nokia and the like. It also worked for Android.

This is the main reason I am not sure what new or vacant territory WP7/WP8 is going into. Really they should be focusing on enterprise as there is still an obvious market for a slick locked down enterprise device. Not so sure about being the 3rd wheel in the Android/IOS market.

Some people quote MS's bottomless pockets and the Xbox success. However surely the money was just life support and its the break through of Xbox Live and FPSs on Game Consoles that they found the new market in.

Reply Score: 3

RE: Marketing 101
by cdude on Thu 16th Aug 2012 05:04 in reply to "Marketing 101"
cdude Member since:
2008-09-21

I tend to agree with both, your point made and the WP conclusion BUT Microsoft sees that and they try to win as many WP8 resellers as possible that focus on specific segments like low-end, mass market, high end and enterprise. Thats why, after all, they do Surface while partnering with Samsung, Asus, Nokia, HP, etc. to expand the offers.

Wherr this, your point, applies as a prime example is Nokia with its Lumia line. They indeed try to be like Apple, clone there strategy, kill off the alternate strategythat made them strong in the first place and as result they are dead, lost, done.

Reply Parent Score: 2

RE[2]: Marketing 101
by Chrispynutt on Thu 16th Aug 2012 08:21 in reply to "RE: Marketing 101"
Chrispynutt Member since:
2012-03-14

I don't think all is lost for Nokia. Their Asha (I think) line is doing really well. A great example of where a new segment of smarter feature phone.

I agree I am a little harsh on WP7. However I don't really see how the segments they are moving into are anything, but just where Android already is.

MS is so focused on being the next Apple that they are missing out on being the next Microsoft. Something surely they should know how to be.

Nokia's success at the moment is being the next Nokia. For example bringing the power of communication to everyone no matter how far down the ladder. They would do well to remember that.

Reply Parent Score: 3