The iPad Effect

When Apple released the iPad, it had a very aggressive price point. For Apple. So all of the Apple haters and the competition thought. Then there was silence in the tablet-business for about half a year and then the first „results“ from other manufacturers emerged.

They all had something in common: they weren’t cheaper, they weren’t better, they hadn’t better Apps and ecosystem and their OS wasn’t ready in a lot of aspects. The result? Nearly every tester said it was a nice try, but no „iPad-Killer“ at all. End of story, so far (just a couple of weeks ago HP gave up on WebOS).

When we work with some of our clients, it is so remarquable to observe from time to time the very same product „innovations“ attitude. Our clients have a new product and want us to make „outstanding“ advertising for it. Then we’re dealing with their competition to find some sort of USP. (Yeah, even in the times of social networks and viral advertising something like an USP could be a fine idea.)

Guess what? Sometimes we find out, that the new product is (to say the least) mediocre and there will be no chance for it to stand against the competition. Even our advice to change the product here and there to the better is seen as some sort of an affront. The funny thing is sometimes the reply: „Well, yes, you’re right, but we have to deal with the setting even if it is not hitting the target precisely!“

Is it so difficult to take advice from someone who made an in-dept competition analysis? Is it so difficult, to leave a mediocre product, where it has to be: in the drawer?

Well, we are eager to work for the best of our clients. Because only a healthy and successful client is a good client and good promotion for our work. Needless to say, that the mediocre products are succeeded by bad economical prospects …

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