Motorola: Step aside and let the masters work
Written by Jonathan   
Friday, 25 March 2005
I must first disclaim the fact that I am a huge fan of Apple Computer. My first computer was a Macintosh Plus. I currently own a G3 Powerbook running OS X. It's old (about 6 years now) but still quite functional. In fact I dual boot the sucker into MacOS 9 to produce the podcast using a free version of ProTools (8 tracks!). I wish I could muster that kind of productivity out of one of my 6 year-old PCs.

Anyway, if you haven't heard, Apple and Motorola have been working on an iTunes-enabled cell phone called the ROKR (terrible name, must've been Motorola's decision). They were supposed to unveil the new phone at a recent cellular-industry conference. Keyword: supposed. Apparently there's a conflict over how a new product should be released. Apparently the cell phone industry uses hype machines to muster excitement over new products by announcing products while they are still in vaporware stage. Apple, on the other hand, is intensely secretive about their product developments (see recent law suits against leakers). Apple goes for the shock value, announcing products when they become readily available for sale.

Now, whether the current predictions (apparently interest from cell carriers is lacking) of the no-show ROKR are true or not, Motorola could learn a few things about marketing from Apple. Being a software developer, I've learned that you can't announce products before they are ready. People want to get their hands on the product when they hear about it. The longer you make them wait, the more likely they are to go elsewhere. You need to make the hyping period as brief as possible (NFL: listen, one week please). Apple is, no doubt, one of the best marketers in the world. Think of the last time a device like the iPod has gotten so much press.

Motorola, your a lousy marketer. It's obvious the only thing that keeps this company near the top is their technology (the new RAZR). Gag that hype machine and let your products speak. In all honesty, I'm hoping that the ROKR never sees the light of day. Why? Because I'm still holding out for a pure Apple-designed (VoIP, drool) cell phone. Hopefully Apple didn't sign a non-compete.

Jon

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