Our previous Android vs iPhone post seems to have gathered a lot of interest and some negative reactions as well. Hence the need to go back on the subject and study into more detail its implications.

First of all, for the moment, we don’t want to talk about products themselves: we know everything about iPhone while we still know very little about Android. We’ll talk about this when we are able to hold a Android enabled phone in our hands.

The purpose of these two posts is to analyze the pure communication strategy and its results.

While we still cannot measure any result about Android, iPhone data are evident: “Apple Inc. said that it reached its goal of selling its 1 millionth device almost three weeks ahead of schedule” reports Marketwatch for example.

All of us know about the people waiting in line for three days to get the first iPhone. This is the mere result of the marketing caimpaign: no one knew the product at the time, there was no need to stay in line since you could easily get one just a few days later. All this iPhone fever was because the art of communicating of Steve Jobs and the guys at Apple. Call it prophet-wannabe attitude, call it hype, but those guys really hit the target. We’ll see what Google guys will do.

At Google they’re very good at technology, at business, at service and so on. They’re pretty good at communication as well, but when it comes to marketing strategy Apple is the leader. And Steve Jobs is the best commercial you could ever imagine.

Apple communication mix: the key features

1) It’s gotta be easy to explain: if you have a hard time describing your product it simply ISN’T a good product. Or, if it is, people will perceive it’s too complicated/boring/not attractive.
2) It’s gotta be gorgeus: if you’re in love with your product people will love it as well; you’ll be more persuasive and in so doing you’ll make your product more attractive for your target.
3) Just talk about the user experience: if you can avoid talking about technical features and manage to focus on what opportunities your product unleashes for its users, just do it. People want to hear what a product can do for them, not what the engineers meant to put into it.
4) Just enumerate they key features and stress them: long lists of features are like bullet points for keynotes: boring. They will turn your audience attention to anything but your product. Needless to say Steve Jobs doesn’t use bullet points.
5) Design a good product: of course communication is useless without a product. If you’re going to insert some features in your phone which you’re don’t feel like talking about they probably won’t work. Just forget them (or make them better).

This is a strategy which just seem to work. We’ll see what Google communication will bring.

Bookmark It

Hide Sites