Do You Develop Software or Experiences?
Sunday, December 20th, 2009
I read an interesting article today on Apple’s marketing strategy. A certain section stood out to me, regarding their hardware manufacturing:
Apple is an experience company. They’re a high-end marque; if they were in the automobile business, they’d be BMW, Mercedes, and Porsche rolled into one. They own about 12% of the PC market in the USA… but 91% of the high end of the PC market (laptops over $999, desktops over $699).
— Charlie Stross of Antipope.org.
The Point:
Seth Godin and 37Signals both recommend marketing yourself to the early adopters and geeks. Apple, however, does the opposite. They market themselves to the middle market — the incredibly non-technical. The geeks come on their own, with no marketing needed. They love it. And this makes Apple enormously successful.
Develop your software/experience for the masses. Make the geeks love it, but make them find it on their own. Just a thought.
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Google is an advertising corporation. Their whole business model is predicated on breaking down barriers to access — barriers which stop the public from accessing rich internet content plastered with Google’s ads. Google want the mobile communications industry to switch to Version 2, pure bandwidth competition. In fact, they’d be happiest if the mobile networks would go away, get out of the users’ faces and hand out free data terminals with unlimited free bandwidth. More bandwidth, more web browsing, more adverts served, more revenue for Google. Simple!
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When I first encountered the Mac in '84 I was a hardcore UNIX user and when I saw the trash can icon thought “That's just something cute to attract idiots.” About a year later I happened to find a magazine called MacTutor and was astounded by how clever the system was, bought a Mac and wrote some code for it.
Later I heard about HyperCard and discovered that while most people just used it in simple ways it could do complex things. I buddy and I wrote a microcontroller cross platform development system entirely in HyperTalk.
Now that OS X is built on a UNIX type system I have the best of both worlds – I have four Terminal windows open right now. And my friend who is a physical therapist can enjoy using a Mac without knowing what UNIX is.
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