Saturday, November 28, 2009
Thursday, November 26, 2009
Tuesday, November 24, 2009
Thursday, November 19, 2009
Friday, November 6, 2009
I see the Droid as a competent product suffering from a disastrous marketing and advertising effort on the part of Verizon. More important than competing with the iPhone, Verizon needs to move existing customers from conventional cell plans to revenue rich voice and data plans. That's been lost in Verizon's marketing attack. Comparing the Droid to the iPhone is a loser. Positioning the product for existing customers as a step up from their current experience would have been a much more effective marketing plan.
The Droid is not an iPhone competitor (at least not yet). Both AT&T and Verizon are suffering from an accelerated loss in revenue from traditional landline customers as consumers move to handheld wireless solutions. Positioning the Droid as an attractive option for Verizon's tens of millions of wired and wireless customers would be far more effective than for the company to be seen smarting over AT&T's iPhone success.
iPhone unit sales growth continues unbated. The Droid needs to be positioned not so much as an iPhone competitor, but as an attractive solution based on its own merits for consumers interested in migrating from a conventional cell phone handset to a smartphone solution. Verizon has a rich field to mine with its existing customers and far more to gain by selling the benefits of the Droid to existing customers independent of the iPhone's success.
Sunday, November 1, 2009
Accompanied by an expensive ad campaign, the Droid has hit the market. It's a step up in the continuing market migration to smartphones and products available for consumer purchase. But it's not an "iPhone killer" and any effort to position it that way will lead to disappointment and may actually be a disservice to the product and works against its consumer adoption.
In my view Verizon is miffed. The company's primary competitor, AT&T, is taking market share via of the iPhone. The problem Verizon has created for itself is positioning the Droid in its ads to compete directly with the iPhone. A better approach would be to release the Droid based on its merits as another smartphone option for consumers.
Verizon does not have a lock on the Android smartphone market and will be competing with other smartphone service providers offering similar fare. The loser in the market isn't Apple and the iPhone, it's first Microsoft and the Windows Mobile platform and to a lesser extent RIM and the BlackBerry line of products. Apple is gaining ground on RIM and Windows Mobile is losing share by the minute.
Android 2.0 offers a compelling list of features. For consumers choosing to remain tethered to Verizon as a primary determiner in choosing a new smartphone, the Droid with Android 2.0 may be an attractive choice. But I don't think it will materially slow defections from Verizon to AT&T this quarter by consumers interested in the iPhone.
I think Verizon has made a huge marketing mistake in choosing to position the Droid in direct competition to the iPhone. It would be more effective in my view to position the Droid for everything it is, not what it isn't. The direct comparison has done little more than alert consumers the iPhone isn't coming to Verizon anytime soon. The ad campaign is as apt to sell more iPhones for AT&T as it is to sell Droids to existing Verizon customers.
Android 2.0 will be available on a number of handsets offered by multiple service providers. Price competition is inevitable. Verizon at this point is doing nothing to position the Droid effectively in what will be a highly competitive environment between carriers offering similarly featured phones. There's less wrong with all of the coming Android-based phones than there is in the way Verizon is positioning the Droid.