To his credit he was able to spot the potential of the Razr while it was still in development, and encouraged getting it to market rapidly. He recognized that it was just what Motorola needed to re-energize its image outside the company (which … Read more
Hewlett-Packard extended its lead in the worldwide PC market in the third quarter, increasing its shipments at more than twice the rate of the rest of the industry.
Shipments from all manufacturers increased to 68.1 million, or 13.8 percent, from the previous year, and 11.1 percent from the previous quarter, according to iSuppli, a market research company that tracks the PC industry. The third quarter is traditionally a good one for computer makers because of increased purchases during the back-to-school buying season.
HP's shipments gave it claim to 19.2 percent of the PC market, followed … Read more
The Putting People First blog by Experientia has pointed me toward the excellent essay "The Long Wow" by Adaptive Path's Brandon Schauer. Schauer outlines a vision of creating lasting customer loyalty and brand value that runs counter to the fixation on quick wins and instant gratification, which many companies, under the pressure of shorter product life cycles and CMO tenures, seem to pursue these days. He defines "The Long Wow" as "a means to achieving long-term customer loyalty through systematically impressing your customers again and again."
This goes far beyond adding new features … Read more
Here's a link to a presentation I gave last week. Forgive me for the "conversation 2.0" moniker but it's a catchy way to pinpoint what's happening right now in the world of marketing. Marketers and brands have always had conversations, but at a much slower pace and mediated by professional parties. That's no longer the case. Conversation 2.0, that is, the Web 2.0-enabled conversation, shifts places and times; it is ubiquitous and doesn't pause--it is, in all senses of the meaning, a "never ending conversation."
Thus, "social … Read more
Once upon a time there were no iPods, iPhones, Xboxes, Blackberrys, or Tivos. Really, I'm not kidding. There were PCs, though. And they were really expensive. But we didn't have anything else to spend our money on, so that was OK. We paid $2,000 for our PCs and liked it.
Back in those days, there were three microprocessor companies--Intel, AMD, and a little Texas (it's an oxymoron, I know) company named Cyrix. If you don't recognize the name, that's because Intel had such a lock on PC makers back then that Cyrix's processors were sold primarily through the third-party reseller channel.
It's a popular misconception that Cyrix "cloned" Intel's processors. Cyrix's processors were actually all original designs. In fact, Cyrix's manufacturing partners--initially Texas Instruments, later IBM and ST Microelectronics--licensed Cyrix's designs for their own branded processors. … Read more
Last week, I explained why high tech isn't known for its stellar marketing. Well, if you'll permit me to continue to throw stones from the comfort of my glass house, I'd say its branding isn't worth a damn, either.
Mothers should love their children, right? Then why do high-tech mother companies give their spin-offs such stupid names? Do they hate their offspring? It's not that far-fetched. They already saddle them with tons of debt and other baggage. Maybe a stupid name is just their way of saying, "Don't let the door hit you in the butt on your way out"?
A sense of order has been restored to the North American TV market this quarter.
A few months after newcomer Vizio stunned the flat-panel television industry by ranking No. 1 in market share for the second quarter of 2007, the old stalwarts have reclaimed their positions. Samsung moved back to No. 1 in overall flat-panel shipments with 11.8 percent of the total market, according to DisplaySearch. Vizio fell to No. 2 with a 10.2-percent share, down from 12 percent the previous quarter. The rest of the list includes Sharp at 10 percent, Sony at 8.6, and Funai (… Read more
Let's face it, high-tech is not known for its stellar marketing.
Sure, there's Dennis Carter's Intel Inside branding campaign, Steve Jobs' iMac, iPod, iPhone, iWhatever, and Michael Dell's direct-marketing concept. Aside from the obvious characters, even folks in the business--like me--have a hard time naming great high-tech marketers.
That's because much of high-tech marketing happens behind the scenes. Like Broadcom somehow managing to nail almost every market it enters, Google turning a great search engine into virtually limitless ad revenue, or Intel defining a next-generation microprocessor four years in advance of its launch.
That's a whole lot different from coming up with an ad campaign to sell beer or batteries.
You see, high-tech marketing is so interwoven with the technology that it's often unclear where the technology ends and the marketing begins. As we discussed in a prior post, marketing's job is to turn technology into successful products. But that statement doesn't imply or require that the transition from technology to product is either distinct or simple. Therein lies the rub.… Read more
The fireworks have faded, the champagne has been uncorked and drunk, and now it's time to get down to business: Now that Microsoft has acquired a $240 million stake in Facebook to expand its advertising partnership, how is either company going to profit from the deal?
"That's the question that has surrounded social networks for the past few years," said Debbie Williamson, an analyst at eMarketer. "Right now, a lot of (the revenue) is from old-fashioned banner advertising that's not very targeted, it's inexpensive, and very plentiful."
The common wisdom is that … Read more
Chevrolet is in the midst of launching "Project Driveway," an ambitious program where more than 100 fuel cell electric vehicles will be put in the hands of select consumers for the largest market test ever of its kind.
Testing will take place over the next several months in the Los Angeles, New York and Washington, D.C., metro areas. Drivers range from average consumers to business owners to policy makers. Chevy reps also promise that some cars will go into the hands of "celebrities," but no names have been dropped yet.
The cars are modified Chevy … Read more