"You’re Welcome."

Unsolicited Advice for Life, Work, Work/Life and Lifework

iDon't feel inspired by the Droid teaser TVC #iPhone #antiPhone

The Motorola Droid teaser. The tired "stack up our features against Apple's features and you'll see that we give you more bang for your buck" argument. Meh. Do you think that works? Do you think people buy Apple products because they're more bangy for bucky? 

- People buy Apple because Apple inspires. That's the top of the line. 
- And their stuff are awesome. That's the bottom line. 
- Price comes somewhere in the middle. 

Not to say Droid won't be great. It might. I'm expecting great things from Android. 

tvc Critique 

btw, did you notice how the music is light and happy a la Apple when they're stating all the "iDon't" statements? And then, when they cut to the distressed Droid titles, the soundtrack takes on an ominous Megatron-is-creeping-up-on-you tone. Attack ads tend to "advertise your fears" even more than regular "buy me - I'm cheaper and better" ads. Don't you think? 
Filed under  advertising   advertising fear   Android   antiPhone   iPhone   marketing   Motorola Droid   TVC  
0 Comments
Loading mentions Retweet
Posted 8 months ago

What do I mean by #iPhone and #antiPhone?

What do I mean when I tweet about the iPhone and the "antiPhone"? 

Al Ries, marketing guru, noted that mature markets tend to be dominated by 2 giants, with miscellaneous smaller players. Think Coke/Pepsi. McDonald's/KFC. Windows/Mac. 

The phone market is going to be iPhone/antiPhone. Not that someone's actually going to market a phone under that name. What I mean is that a challenger will emerge, that will be to iPhone in the phone market, what Mac is to Windows, in the consumer computing market. (And it looks like Android's going to be it.) 

iPhone, antiPhone, plus miscellaneous others 

BlackBerry had a surprisingly good run of the market, but they don't iterate fast enough, in my opinion. It seems like they're trying to out-BlackBerry the iPhone - doing what they've always done, but better. It's just a matter of time, if they don't adapt. 

I remember the CEO of RIM mocking the iPhone's onscreen keyboard, saying that BlackBerry would "never" release a phone without a physical keyboard, because it was "proven" that consumers want a physical keyboard. And then, after the iPhone was released, they came out with a BlackBerry - you guessed it - without a physical keyboard. 

I doubt that's what BlackBerry users want, anyway. And the fact that form factor was never reiterated would seem to bear out my hunch. But it was significant, in that it seems to indicate that RIM doesn't really know where to go next. "Email anytime, anywhere" is no longer a compelling reason to get a BB - not when others are doing it comparatively well. iPhone owns the mobile internet. Android owns mobile open source. BB used to own mobile email.

It's going to be an interesting near future. 
Filed under  Android   antiPhone   BlackBerry   futurism   iPhone   marketing   mobile computing   mobile phones  
0 Comments
Loading mentions Retweet
Posted 8 months ago