March, 2010

advertising / creative / strategy — 22 Comments
8
Mar 10

iPad commercial ships early

iPad may not be shipping for another three weeks, but the commercial made a sooner-than-expected debut on the Oscars last night. After the mixed reactions to the product itself, it was interesting to see how Apple plans to present iPad to the masses.

First reaction here: not exactly shocked.

A little background first. Most who don’t see the big deal in iPad criticize it for being “just a bigger iPhone.” My personal opinion is that iPad is going to be a very big deal — because it’s “just a bigger iPhone.” The iPhone OS, multitouch and the App Store are the key ingredients for revolution. iPad delivers what was missing: a bigger screen and better processor. By doing this, it will liberate developers, revitalize the publishing industry and, for a great many people, make everyday uses of a computer happier.

So back to the commercial. I find it interesting that iPad’s commercial is, well … a bigger version of an iPhone commercial.

It’s basically the same shtick, amped up. We get more screens, more content, more uses, more fingers, all set to the same kind of soundtrack. Instead of being cradled by Mr. Hand, iPad is nestled in Mr. Lap.

It happens fast, so you need to watch it a few times to get the full range of what iPad can do. The truly curious may do this, but for most the message is simple: iPad can do a whole lot of cool stuff. That may well be enough, since the buzz is what’s going to sell this thing in big numbers — as soon as the influencers start getting it in their hands.

As a believer, though, this spot leaves me with the same lament I had after the iPad launch. I love the product, but Apple’s telling of the tale doesn’t feel big enough yet. I was hoping this commercial would breathe some fire into it. Maybe that’s in the next one.

Don’t get me wrong, I still believe iPad is another revolutionary device, on the same level with iPod and iPhone. I still believe the critics will end up feeling a bit foolish. For the moment, though, this revolution remains fairly well disguised.

creative / naming / observatory — 8 Comments
4
Mar 10

Vivaz arrives: beware, miscreants!

Sony-Ericsson is about to ship their newest entry into the smartphone market — a Symbian-based little fella.

Not sure about the phone yet, but clearly S-E senses a pending attack by the world’s copyright infringement community. That moniker is sporting as horsey a TM as I’ve ever seen in my life.

Hint to Sony: there’s no legal requirement that your TM be visible from across the room. And with a name like Vivaz … well, I think it’s safe to go on low-alert with this one.

strategy — 10 Comments
3
Mar 10

Apple fires a shot over the bow

Apple to Android: may we have your attention please

They grow up so fast, don’t they?

It was just three years ago that Apple introduced iPhone. That was when, in one little aside, Steve Jobs gleefully noted that this new bundle of joy was patented out the wazoo.

Well, yesterday those patents got their first good workout. Apple filed a lawsuit against HTC claiming 20 violations. In doing so, Apple has stepped over an interesting line. That scrappy young revolutionary is now officially playing with the big boys — adding a little aggression to their arsenal of tricks.

I’m not saying this is a bad thing. In a global market worth countless billions, it’s bound to get a bit rough. Companies will try anything they can to gain an advantage or strip away the other guy’s advantage. Give them an inch, they’ll take a mile.

Obviously Apple believes they have a case against HTC. But just as obvious, there’s a far, far greater goal here. Apple wants the whole unruly gang of Androiders to think long and hard before they borrow/steal even a glimmer of the technology that sets iPhone apart. That includes hardware, software and philosophy. The message is: don’t even think about it.

Apple is demonstrating that they have the brains and brawn to fight in any arena, whether consumers be the judge or judges be the judge.

Yes, I do get a little wispy whenever another piece of the original, lovable Apple falls by the wayside. But the kid needs to grow up sometime, and it’s hard to be cute when you need to be intimidating.

Unlike some, I really don’t worry about Apple turning into the kind of company they’ve always fought against. Their moral compass remains one of the biggest reasons for their success.

observatory — 1 Comment
1
Mar 10

Palm: on that slippery slope

The industry prepares for Palm's next announcement

Last week, Palm CEO Jon Rubenstein wrote a companywide email to the troops following his announcement of Palm’s preliminary results for this quarter. Sales weren’t exactly booming.

This announcement wasn’t mandatory. It’s a strategy. It’s what a company does when they smell a really bad news day in the making, and they’d love nothing more than to diffuse it. Rather than shock us with bad results at quarterly report time, Palm went for the “preemptive let-down.”

I actually have a fond place in my heart for Palm. I was once a total Pilot guy, filling my device with “apps” (well, maybe three) and showing the thing off with iPhone-like fervor. Then again, I used to love WordPerfect too.

Point is, things change. It’s going to take one hell of an effort, and possibly divine intervention, to right Palm’s ship.

In a weird way, I enjoy reading memos like Rubenstein’s. It’s interesting to see how different leaders rise to the occasion. His mission is to paint a rosy picture in the face of obvious challenges. Ours is to read the true meaning into the words he chose:

Softer than expected performance. Mini-disaster. Excellent potential to become maxi-disaster.

Slower than expected customer adoption of our products. Make that “slower than dreamed.”

We expect to exit the quarter with $500 million in cash on our balance sheet. Paychecks won’t bounce for a while yet.

The entire executive team has been working extremely hard to improve product performance. About time.

…and have implemented a number of initiatives to increase awareness and drive sales. On a budget that’s a fraction of our competitors’.

Verizon Wireless… acknowledged that their execution … was below expectations. Thank God we have a scapegoat.

To accelerate sales, we initiated Project JumpStart nearly three weeks ago. Oh my.

Nearly two hundred Palm Brand Ambassadors… have been training Verizon sales reps across the US. Should work as well as the Apple-trained CompUSA sales force.

… a growing number of Palm ads on billboards, bus shelters, buses, and subway stations, all getting the word out. The ad guys will save us.

I am still confident that our talented team has what it takes to get the job done. The trading season is pretty much over. We got what we got.

Go team!!! Ah, motivation. The Book Of Management, Chapter 12.

Of course it’s never over till it’s over. But with Palm stuck in the shadow of iPhone, Droid, Nexus One and the whole gang of them, and app developers going where the customers are, Palm truly will require a miracle comeback.

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