I’d call you to brag about my new iPhone, but it isn’t activated. Probably won’t be until later this afternoon. It looks cool, though.So here’s the marketing angle. Why is Apple, the brand of brands, having such difficulty in launching a new product ... again? Did you not learn anything the last time around? Did you not have the “what went right, what went wrong, what will we do different next time” meeting after last year's bang-up launch?
I understand you tried to lock the phone down so it won’t work on other carriers, and that has lead to many of today's problems. Tell me, how's that working out for you? Challenge a nerd that you can’t break their system and you know they will. Call it the Gary Hart Syndrome. It seems the only thing you got for forcing immediate activation is lots of bad press.
The systems are crashing left and right, and the 1.0 users can’t upgrade. Now I’m hearing it’s a software bug that is keeping the phones from being activated. Ugh. I think you need to hire some of those guys from Gizmodo to help you out.
Some Casual Observations from the Front Lines
There were long lines of people camping out in front of the stores (I got there at 6:30 and was 33rd in line) for no reason, really. Why not allow people to pre-purchase or reserve? That would pace customers coming into the store over a couple days, and alleviate some of the back-up on the systems.
Where were all the “chiefs” who could do the problem solving this morning? While everyone in my store was really nice, poor Dave was just being run ragged: “Dave, I need a 16 white.” “Dave, I’ve never seen this on the screen before.” “Dave, I need a jawbone.” Dave had to problem solve and was one of only two people allowed in the stock room to get the phones.
This one’s for the guy I met at 6:30 this morning: Thanks for all the free water while we waited in line. Now, how about access to your bathrooms?
And finally, why all the upgrading hassles? Stop changing the rules mid-stream. I’ve been an AT&T customer since three or four phone companies ago. I’m on a family plan with three phones, two of which are eligible for upgrade. Yesterday I was told no problem using any of the upgrades for the iPhone for my number. Today there was a problem and I had to shell out an extra $200 for a phone that isn’t activated yet.
But it looks really good sitting on my desk.
There were long lines of people camping out in front of the stores (I got there at 6:30 and was 33rd in line) for no reason, really. Why not allow people to pre-purchase or reserve? That would pace customers coming into the store over a couple days, and alleviate some of the back-up on the systems.
Where were all the “chiefs” who could do the problem solving this morning? While everyone in my store was really nice, poor Dave was just being run ragged: “Dave, I need a 16 white.” “Dave, I’ve never seen this on the screen before.” “Dave, I need a jawbone.” Dave had to problem solve and was one of only two people allowed in the stock room to get the phones.
This one’s for the guy I met at 6:30 this morning: Thanks for all the free water while we waited in line. Now, how about access to your bathrooms?
And finally, why all the upgrading hassles? Stop changing the rules mid-stream. I’ve been an AT&T customer since three or four phone companies ago. I’m on a family plan with three phones, two of which are eligible for upgrade. Yesterday I was told no problem using any of the upgrades for the iPhone for my number. Today there was a problem and I had to shell out an extra $200 for a phone that isn’t activated yet.
But it looks really good sitting on my desk.
Posts
5 comments:
I bet your marketing theory is being studied and discussed in marketing circles around the world. But, does it really matter if the launch runs smoothly? People will still buy the phone and of course, you did.
I think the real question is does Apple really need to be worried? It is such a well known brand and its products are so popular, even with a horrible launch, long lines, bad customer service, inefficient technology, I think people are still buying the products. Can other brands afford to be this careless?
Brands cannot afford to be careless. I used to love Dell. Now I loathe them. I recommended a friend replace their Gateway with a Dell and he had nothing but headache and poor service..that was during their restructuring time, I guess. I was embarrassed and now I think twice before recommending a brand - any brand that is peaking. I ditched my Dell and got a .... Mac. Oh well. And so I say, they cannot afford to be careless, the next great brand is waiting in the wings.
On another note. It's easy to market to the "I gotta have it" generation. Waiting in line for anything is an honest to goodness generational novelty (as well as something very L.A.?). When I was a young mother I witnessed the beginning of the phenomenon. I watched as other people stood in line for Cabbage Patch Dolls, New Kids on the Block dolls, Gizmo, Star Wars movie tickets and whatever was the toy to have at holiday time or show to see. I saw kids throw tantrums because their mom or dad failed them. And I guess that sort of started it for that generation.
Yeah, I want one, but I lived without an iPhone for as many years as I've had a mobile phone (...think 1989 Motorola Bag Phone). Guess I can wait a few more weeks till the lines are gone. I think there will be one left for me.....? Ya wanna see my Cabbage Patch Doll? I got one of those too. And I actually got to see Star Wars and all the sequels without ever standing in line. Eventually.
I would have waited too, but I dropped my phone in a 1/4 inch glass of water a few weeks ago.
hmmm. water. cell phone. bad combo.
I seem to remember Guy Kawasaki, former Chief Evangelist at Apple Computer, Inc. sharing this exact legacy of Apple wisdom with us in March at the LMA conference. According to my notes, it was #5: Don't Worry, Be Crappy - Ship then Test - Churn, Baby Churn.
It appears that as long as Apple adheres to this, a core philosophy, they retain their innovative position and are able to outperform their competition. Getting things out the door quickly and steps before perfection frees up their R&D to create future groundbreaking yet flawed technology.
If you have a loyal following and are true to your core brand, customers are continuously willing to lineup around the block. Isn’t this the same trend we see when “bet the company” litigation is at stake??? Law firm clients have promptly relinquished rates, customer service, and geography as they gravitated toward brands who at their core offer greater experience and repeatedly successful outcomes. That’s because when your company is on the line, the win is all that matters. If an attorney or firm is poised for better results then, just like cell phone customers, law firm clients will make the switch and accept the sacrifices.
-AAARenée
Post a Comment