On the page83 of “Winning at New Product”, one of the
success factors of product innovation is “Differentiation as a unique superior
product”.
How is this differentiation working on the
competitive market?
Based on the 5
forces analysis by Porter, one of the forces is the alternative product or
value.
Like the case of
PS3 and Wii, Sony defines its value as high-tech TV games, but the Wii defines
its value as enjoyable moment for everyone. At that time, the concept of Wii
controller was really unique in the term of playing not only sitting on the coach.
After the observation of how Wii took the market share from others such as PS3,
X-Box, it can be said that the definition of the core value by Nintendo was
right for the customers.
For the customer’s
perspective, the definition of “superior” did not mean the quality of TV game (PS3)
but the expected moment of the TV game (Wii)
How to Define the Values?
On the page 85
of the book, it is also suggested that “the definition of “unique and superior”
and “benefit” are constructed from the customer’s perspective---so they must be
based on an in-depth understanding of customer needs, wants, problems, likes,
and dislikes”.
It is obvious if
you look at the case above. Companies should deliver the most valuable products
for the customers. So, how to define the values in the most appropriate ways?
One of the
methods is the market analysis, and it has a lot of detailed methods to hear
the customers” opinions.
The other
methods is statistics, collect the data and put them into the numeric formula,
and then make the inferences.
Again, the book
suggested in the Ch. 2, that one of the biggest reasons for failing of the new
product is the lack of marketing research. In that term, it is really important
to analyze the customers’ perspectives.
The case of keyboard-integrated smartphone
I
found the interesting article about new product on trendhunter. com http://www.trendhunter.com/trends/fastfingers-keyboard-case
Have
you been suffered from typing on the smartphone screen? I have a lot… and I
often wish if I have a keyboard on the smartphone. Actually in Japan, I have
read the statistics that about 80 % of the smartphone users feel uncomfortable
than using the normal type of cellphones.
This
product really understands the customers’ problems, and innovated (re-innovated?)
the new type of smartphone. Maybe for the manufacture’s perspective, they think
this innovation is stupid because of its easiness of innovation, but for the
users like me, we phrase this type of innovation.
pics of Wii is from
No comments:
Post a Comment