McDonald’s recently had to endure the ignominy of a Twitter hashtag campaign that was hijacked for the purpose of highlighting what people don’t like about the Golden Arches. The #McDStories campaign blew up and even after McDonald’s tried to shut it down the hashtag lived on for days.
Today we have RIM, the company that can do no right… #BeBold is proving to be yet another lesson in why your company should not try to co-opt Twitter in an organized fashion unless you are absolutely certain that people love your brand.
RIM has denied that this is an ad campaign in a blog post that features a string of less than encouraging comments… which will be my next blog post, titled “turn off commenting if people don’t love your brand and you don’t care”.
Today comes news about disappointing HP TouchPad sales numbers and I am not surprised given the weak marketing they have exhibited for this product. Like RIM’s failed PlayBook the HP devices suffers from a marketing initiative that fails to connect with what consumers want in a tablet.
HP and RIM both seem to believe that selling a device on the merits of technical dimensions matters to consumers… like multitasking and “plays Flash”. Who gives a shit?
Consumers want apps, fashion, and a tablet that is perceived as fun. The TouchPad is none of these and on the app front their efforts are particularly weak with no app store and a claim of “thousands of apps” yet the ones they feature are less than inspiring. For example, their social networking category has Facebook, WordPress, and two SMS apps… SMS and WordPress as social networking? Really? No Twitter?
If they don’t have a large app catalog then so be it but don’t focus on it as a feature which only serves to demonstrate the deficiency. Go all in on HTML5 and feature web apps that negate the need for downloadable apps but even then stay away from the technical discussion that consumers really don’t care about.
What is especially irritating about the TouchPad is that it actually looks like a really slick tablet and with aggressive pricing, a carrier strategy, and a less sucky marketing campaign they could probably do pretty well with it.
The tech media, and general media as well, is all a flutter about Google acquiring Motorola Mobility (note that this is one part of Motorola, the other being their Solutions group which is 2x the size of Mobility in terms of revenue).
Henry Blodgett thinks it will end as a disaster for Google and my good friend Larry Dignan provides 6 reasons why it makes sense.
I’m with Larry… this is about IP and what Google is doing is acquiring a massive IP war chest that they can use as currency for access to other people’s IP as well as protect their hardware partners with. If I’m HTC and Samsung this will ultimately be a good thing because the IP equivalent of the Allied Powers has just been formed.
Sure the hardware business is very different than software but Microsoft has proven they can co-exist so why can’t Google pull it off? Channel conflict will exist and the onus is on Google to demonstrate to key partners that they are not favoring Motorola but at the end of the day it’s not like these companies were competing on the basis of access to Android features, their competitive position is solely a function of their hardware and integration innovations.
In the end, I like this acquisition for Google and now all attention shifts to Microsoft and RIM.
It’s been on their radar since 2004 and they won’t have anything until next year? 5 frickin years to enable Mac users with full native support on Mac OSX. I’d buy another Blackberry today were it not for the crappy desktop manager that is PocketMac.
Let’s call this what it is, RIM was perfectly content to let users suffer with third party software that offered limited features when their only competitor was Windows Mobile, but now that the iPhone is making inroads with RIM’s core market well Mac support is suddenly important. Fuckers.
“We know that we don’t have an ideal solution for Mac users,” the RIM source said. “It’s something that’s been on our radar since 2004, at least.”
[From Mac BlackBerry Users Rejoice: RIM Promises New Mac Tools - CIO.com - Business Technology Leadership]