Transcript iPhone
The Psychology behind the iPhone How does an over-priced product with limited functions become so successful, and have a devoted fan-base? A critical review Prof. Craig Jackson [email protected] Head of Psychology Division BCU Technological Development – Ages of Man Stone Iron Copper Bronze Steel Steam Gas Electricity Silicon Analogue Digital Communication Post Digital Nano Everyone’s a Critic Technological Development Speed of product innovation Almost unstoppable Unsustainable Reflect pace of modern life? Determines pace of modern life? Future Shock Context of Technological Development Do Gadgets make us “frantic” ? The sexiest words are . . . . uPGraDe coNneCteD Context of Technological Development Steve Jobs announced Jan 2007 that Apple would sell a product called iPhone in the year Born on . . . iPhone June 9th 2007 iPhone 3G July 11th 2008 iPhone 3GS June 19th 2009 iPhone 4 June 20th 2010 Newton’s Failings Replaced disastrous Apple Newton Stylus based Handwriting recognition dodgy Learn “new” alphabet Latecomer Slow to enter market Policy of wait and see . . . iPhone Reviews Luke warm Mixed at best Good but could do better Still popular with Early Adopters UK Gadget Sales in 2008 24,000,000 new phones bought 6,000,000 digital cameras 13,000,000 PCs 8,000,000 flat screen TVs 7,000,000 MP3 Players Consumer electronic sales up 3% on 2007 The First 2.5 Years in the Life of the iPhone The First 2.5 Years in the Life of the iPhone iPhone Worldwide Sales Units sold worldwide (Millions) iPhone MindMap 1. Functionality Camera 2MegPixel (3G) No video, zoom or flash (3G) iPod Limited song library Email Difficulty with integrated systems Direct Manipulation Pinch, Wipe, Zoom Copy & Paste Searching Spotlight search Browser No Flash No Java Mixed bag improved satisfying could be better Reasons for using an iPhone Three Clicks from Anywhere The real success story of iPod functioning . . . . . . Absent from the iPhone Buds The other real success story of iPod functioning . . . Technically poor Aesthetically great . . . Present with the iPhone 2. Aesthetic Layout Cluttered Limited No personalisation Look n Feel “iPhone black” Fixed Font Curved Solid Heavy Package White wires Consistent with iPod family Good consistent simple interface makes digital feel analogues Packaging Box Simple Clean Honest Culturally neutral Good consistent simple promises content 3. Campaign Global Consistent Creative “Apple White” Logo Young Rides on the back of successful Apple work Investing in a stable successful company Buying into Apple Faultless sophisticated anti-marketing antithesis of Microsoft Content of iPhone Adverts Steve and Bill’s Excellent Adventures . . . Riding on the back of successful Apple campaigns UK iPhone Advert Banned! ASA banned UK iPhone advert Misleading speed of web connections “You never know which part of the internet you'll need ... which is why all the parts of the internet are on the iPhone" 4. Exclusivity Single network only Combined with trusted provider Loyalty Stability Cunning exclusive for 2 years end exclusivity reduced price of new models 5. Applications Content is the future On-demand External developers Excellent individuality tailor made regeneration Marketing Apps Ads for Apps more than iPhone itself How People use their iPhone Locations where People use their iPhone Demographic of iPhone Users Cultural Significance Cultural Significance “Podification” Hooverization – “podcast” is generic term for “download” Hamburger status Gadget Porn “Stuff “ Variety of Apps Variety of Apps Mockery Personification of success Cultural significance achieved Flattery of iconic status Still untarnished roasting envy McDonaldization Overdone & Overused Cool versus Functionality paradox 2 markets – iPhone & Blackberry - will converge Dilution of user-base Product loses identity Users look elsewhere iPhone Product Future iPhone Product Future Unquestionable loyalty (for now) Network exclusivity deal ends in late 2009 Creative imagination of users 200 plus patents in iPhone tech Pervasive monitoring Embedded use Touchscreen tablet Mac coming soon 10 Psychological Rules for Marketing an Apple 1. CEO must own the marketing function: no delegation 2. Marketing department must start small and flat and stay small and flat 3. Face-to-face with customers: direct interaction. 4. Use market research cautiously: prefer grassroots techniques 5. Hire only passionate missionaries 6. Love and respect customers as individuals, not as numbers 7. Create a community of consumers unified by certain brands 8. Rethink the marketing mix: e.g. short, targeted ad campaigns 9. Celebrate common sense and compete via different marketing ideas 10. Be true to the brand: brand integrity & quality Conclusions A product launched to luke-warm reviews A product lacking in many key features Despite this . . . the future still looks bright But can only go one way from here. . . industry expert dissatisfaction Still has wow factor The right sort of users Cool perception of uses Healthy apps development Neat marketing Not Microsoft Analogue feel Avoided ethical hiccups – manufacturing & exploding batteries Graduated product roll out Conclusions 1. The iPhone is pretty 2. It's touchy-feely 3. It will make other phones better 4. It's not a phone, it's a platform 5. It is but the ghost of iPhones yet to come Weakest Links? - - iTunes & Battery Life Poor interface. Poor Design. Syncing. Slow. Corporate Further Reading Apple Insider. 2007. Apple’s iPhone the No. 4 U.S. handset during third quarter. October 19. http://www.appleinsider.com (accessed February 9, 2008). Burrows, P. 2008. Feb. 12. Inside the iPhone Gray Market. BusineesWeek. Carew, S. 2008. Apple says has sold 4 million iPhones. Reuters. Eisenmann, T., Parker, G., Van Alstyne, M. 2006. Strategies for two-sided markets. Harvard Business Review; 92-101. Grossman, L. 2007. I take the iPhone Home. Time. Olson, P., Laurent, L. 2007. iPhones Land in London. Forbes.com. (accessed November 9, 2008). Wingfield N., Guth RA. 2005. Why Shortages of Hot Gifts Endure as a Christmas Ritual. The Wall Street Journal. December 2, B1.