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Fred Jacobs is President of Jacobs Media, a media research and consulting firm. Jacobs Media clients have included CBS Radio, Premiere Radio Networks, Citadel, Greater Media, MTV Networks, Playboy, Amazon, Electronic Arts, NPR, Sylvan Learning Centers, and Taubman Malls. Learn more about the company here.

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August 2011

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« Your Strength Is Your Weakness | Main | iPhone - Postscript »

Comments

greg gillispie

So, Ralph, when was the last time you used a Swiss Amry Knife?

Dave Paulus

So Greg, when was the last time you saw a swiss army knife promoted in every prime time TV break for the last two weeks.....?

If the early adapters love this (and early indictations are that they do) this will be the IT/must have device for the next 18-24 months, minimum!

Paul

Ralph, I totally agree with your post.

Regarding branding principles, I would normally agree with the Ries's, but I think Laura is way off base, and is misapplying convergence theory to her own detriment. She seems almost petty and vindictive in her multiple assaults on the iPhone, and to have made up her mind months ago based on a false assessment of what the iPhone is.

For starters, it isn't a convergence product. But, then I don't agree that the laptop is one either. I understand you were using that to make a point (as I did in my own blog too), but if you think a laptop is a convergence product, then what about a TV (combination of radio + pictures), or a car (obvious), etc. Or maybe she thinks these are also examples of utter market failures.

I think Laura or her dad must have read something about convergence theory, or had an MBA course where they talked about it. But, they don't really deeply understand how it works and what it means. But, like a terrier, she has the iPhone in her teeth, and she won't let go.

Not that she's totally to blame. Steve Jobs has executed a brilliant long term product and positioning strategy, and has used the iPhone tag to project that the product is a phone, even though it isn't that either. But in the short term, it serves his purpose because there is a huge gap in that market space for a stylish, easy to use, highly integrated, intuitive phone -- and, it's something that everyone who can afford to buy one will understand. But make no mistake, this product fits a different category, and in that category it stands out as absolutely unique and a breakthrough product that will disrupt several markets on its way to a stunning success.

But by misguiding the pundits and analysts with the false idea that this is a phone and a convergence product, he's deflecting attention from what he's really doing, while still generating tons of positive publicity -- perhaps the most buzz for any product in history.

My analysis of what Steve is up to is here: http://thewaythingsare.typepad.com/antimarketer/2007/06/what-is-steve-j.html , as well as a full deconstruction of what Laura, Al and other analysts are missing and why.

Mark Ramsey

Laura's going to be erasing her post on of these days (and I mean days, not weeks) and hoping that Google will forget to archive her error.

There's a difference between a "convergence product" and a new category. Laura has read all her dad's books and should know that.

Mark Ramsey

Laura's going to be erasing her post one of these days (and I mean days, not weeks) and hoping that Google will forget to archive her error.

There's a difference between a "convergence product" and a new category. Laura has read all her dad's books and should know that.

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