Saturday, July 7, 2007
So the other day I am at the mall on a general family outing and stopped by the Apple store. I wanted to take a look at the new iPhone that has been getting a lot of hype.
When I first approached the store there was a 'greeter' at the door, next to a sign that read, "We are currently out of iPhones" (something to that effect). I asked the greeter what the deal was and he stated that they usually get shipments every day and that they open one hour earlier than normal each day (at 9am instead of 10am) for the sole purpose of selling iPhones. He stated that if we wanted to get one we should get 'in line' at around 8:30am to ensure we have a good chance of getting one.
After a good laugh at the thought of how crazy this all sounded I asked him if they had any on display. He pointed me to a product table where there were about 8-10 iPhones on display for people to play with. As I approached the table I realized I had to wait in line just to touch the thing!
My turn finally came and I was able to get my hands on it. I must say it was very cool. It is definitely unlike anything else on the market. Everything about the design of the unit itself to the look-n-feel of the software is slick. I was very impressed.
As business owners, executives, branders and marketers, we should all analyze the iPhone branding and marketing efforts. Wouldn't we all love to have a product that people waited in line for?
There are many factors that went into creating the hype. One important factor is the fact that Apple wasn't a mobile phone manufacturer and therefore had no pre-determined mobile phone manufacturer playbook to follow. Most mobile phone manufacturers do everything they can to keep unit costs low as (typically) price becomes a barrier to adoption in this market. Creating $500 and $600 units, I'm sure, doesn't sit too well with decision makers at these companies.
Instead Apple wasn't concerned about creating a device for everybody. They went to an extreme and naturally attracted the right crowd.
It is important to note that timing is important, too. A device like the iPhone wouldn't have been received well 10 years ago.
We should all find ways to 'go to extremes' to create experiences that are unlike anything our customers have ever seen before... when the time is right.
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