I consider myself a bit of a medium-term adopter when it comes to technology and never really felt like a ‘fanboy’. Indeed, it took me a long long time to get around to sampling Apple.
My first purchase was a 15GB ipod that a work colleague bought for me on a business trip to the US back in 2003. It had a black and white display, was pretty boxy and a click wheel that really did click when you ran it around.
I quickly ran up more than 15GB of music in iTunes – as everyone at work shared their albums and synched their iTunes libraries. This meant I had to switch sync mode to manual rather than automatic updating of all new material. This became rather time consuming.
I flirted with various incarnations of shuffle based devices when I was into going to the gym before the kids came into our lives, before settling on the 160GB iPod Classic in 2009. The opportunity to listen music, podcasts, my favourite radio shows, audio books and other forms of content was of huge appeal.
More recently I treated myself to a MacBook Pro following a period of self employment, ironically not really used for the video editing and photo retouching work I had planned [but I will at some stage].
Then in January, I brought the iPhone4 into my life giving me tangible and usable internet on the go for the first time in my life.
Oscar, who’s three and a half, loves daddy’s iPod and now watches his programmes on long car journeys. I suspect we’ll introduce an iPad to the home some time soon.
My point is that I’m a mainstream consumer and exactly the type of person I think Apple has worked to nurture. Love it or hate it, Apple products are beautiful. They work, and when they don’t the service is often second to none. Waiting at the Genius Bar is quite unlike any other retail store experience.
So, thank you Steve Jobs for having the vision and passion to deliver products that are crammed full of form and function, and that make life more enriching and more interesting. I think you will be missed and the world is a slightly less creative place today as a result of your passing.
My love in with Google continues this week, as does this month’s unofficial theme of creativity, with this quite stunning You Tube video created as part of last year’s Google Demo Slam initiative. Demo Slam was conceived to show off the versatility and creativity that cloud sourced Google Docs offers. Check it out.
Posted in Digital, General
Tagged business, creativity, Demo Slam, Google, Google Demo Slam, Google Docs, marketing, marketing assasin, postaday, postaday2011, technology, Wordpress postaday2011
In an interview with Marketing magazine, Nick Smith at Accenture talked recently about the four key things that businesses should be focusing on in order to safely navigate the recession. They are value, innovation, expectation and organisational ethos. Here’s my take.
1. Value Fundamentally are you overpriced for what you offer? What do you stand for and offer? What service, experience, add ons and extras can you or do you provide that make your offer more competitive from a total package perspective?
How does your value proposition sit when compared with the competition and the perceptions of your customers?
2. Innovation Despite recessionary economics suggesting that we ‘regress’ and seek out brands that remind us of more prosperous times, there is a data supporting the proposition that we’re attracted to innovation and the idea of the new, exciting and different. There are countless examples of companies and products (including Apple) that start up in recessions, capture the imagination of an audience and ride it out.
Where you can innovate in your product/service without losing focus? Perhaps on value?
3. Experience/expectation Nick says high performing companies understand the customer experience. What is undeniable is the power of the Internet, broadband, the mobile revolution and the viral nature of communications now means that businesses have to think much more strategically about their marketing communications. Brands like Vodafone map brand touch points well to ensure consistency and clarity.
Have you mapped your brand touch points? How do customers find you, engage with you, convert and keep coming back for more?
4. Organisational ethos With the Internet at the heart of everything, non responsible behaviour, or poor or non-response when a brand is under the spotlight, is amplified. Strategy, speed, impact and a feel for emerging technology are all key if today’s marketers are to make the most of opportunities and to head off potential crises.
Is your organisation ahead of the curve or behind the times? Surviving the recession depends on it.
Posted in B2B, B2C, business, General, Marketing tips, Strategy
Tagged B2B, brand, brand experience, business, business marketing, customer experience, innovation. value, marketing, marketing assassin, strategic, strategy, technology
Anyone working online today (news, using Twitter, joining discussions on Linkedin, hitting message boards and forums) will see the place awash with buzz about the big Apple announcement. The word on the street is that they have finally got their tablet computer (a glorified 10/11″ large iPod Touch) ready for launch.
By any rational comparison it will be a touchscreen netbook, packaged in aluminium, with an Apple badge and retailing at 2-3 times the price of a Dell Inspiron mini or Samsung NC10.
But Apple followers will snap them up, as eagerly as they did iPods and iPhones. Why? Because Apple is cool. Despite billion dollar mass market sales over Christmas.
People with no real ‘geek’ tendency are getting swept up in the banter and excitement. Which acutely demonstrates (at a mass market level) how brand can get you headlines, get you talked about, and get you sales.
A staple element of their marketing calendar, Apple make the announcement, set the date, book the venue, and let everyone get into a state talking about what might be coming. Anticipation is incredibly intoxicating and the perfect ingredient for a successful online PR and social media campaign.
Once on the market, I’m more interested to see how Apple copes with the inevitable cannibalisation of MacBook, iPod Touch and possible iPhone sales that will happen if the tablet (codename iSlate) is a runaway success.