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Apple Tells Sony to Take a Walk
How much vertical integration is needed in consumer products to make them a great consumer product. Like the previous Palm Pilot, the iPod was a popular 21st century consumer, but it was marked by a strong combination of experience, from design to in-store experience and brand experience. Corporations generally have a bad reputation for creating experiences when they are successful at the corporate level.
Compare and compare products such as Burberry, Hermes, BMW, Apple, Ikea, Sony and more. Although they are great consumer products, they are not a corporate product and do not seek to create a corporate experience. BMW, for example, has successfully built a brand around success and driving capabilities. (This does not translate to a Ford Mondeo or Chevy Impala, both vehicles. Those who are lucky enough to buy through a BMW dealer will understand that it is much different than buying from a Chevy dealer. And Lexus understands this and makes it a requirement to sell BMWs. Yes, they offer free latte and mafin, and some of them look like stores Starbucks. (BMW dealers prefer white and stainless steel looks like Shelley BMW in Wellington and BMW Sydney at Potts Points, as well as BMW Toronto where LandRover / Jaguar prefers wood panels.)
Going back to the Sony Walkman, as I said before, the Walkman needs to prepare music in advance and be usable. Because of the Phillips Compact Cassette, it was possible at that time in large numbers. In fact, it makes sense to say that without Sony and the music industry would have benefited greatly with Walkman and created a new economic level with the music industry. It is now a fact that this level of integration, newspapers and mobile players is a necessary condition for the market to exist. This is because although it is quite possible to copy music on a newsstand and many of us have done so, we have also purchased a large number of pre-recorded music for convenience and speed.
In June 1989, 10 years after the launch of the first model, the total number of Walkman units produced exceeded 50 million, and in 1992 it reached 100 million. In 1995, total production of Walkman units reached 150 million. Including special models for the 15th anniversary, more than 300 different Walkman models have been produced to date and Sony remains the market leader. [Source Sony Corporation.]In contrast, the Apple iPOD sold its first 4.25 years, 67.9 million iPods in different flavors, and looks to reach 100 million iPods in about six years, beating Sony in about seven years.
Sony also spends a lot of time on the brand experience. The name Walkman is both smart and multilingual. They can clearly brand around Walkman, showing youth and freedom. The ability to listen to your music whenever and where you need it has become the stress of the day and of course we accept it for today.
Walkman is a verb or common noun
Like Google does not like the word “Google” as a verb “to search”, it is not up to them, but the user in deciding what brand is a verb. They should be praised because it is a respectable position in the market that reflects the market position that Not equal. Walkman, along with the iPod, Hoover and Xerox, are all brands that have achieved this position. Walkman became such an incorrect name for a portable music player until Apple replaced it with an iPod. Although it is still difficult for older people to replace Walkman, for young people Walkman is just another music player.
However, Sony can create the “Walkman” brand as a device that makes it almost impossible for anyone to compete for user feedback. I suggest someone come up with a portable CD player or replacement headphone player. I would like to argue that Apple has achieved it so far and we are looking at whether the word “Zune” creates any way or just another wanabee brand.
Vertical integration must incorporate brand experience
So the second element is that the branding experience is an important part of the vertical integration strategy, which brings us closer to the argument that a platform will not work between users, and that is because they value the experience beyond the device. Maybe they buy equipment to buy all the prices the brand offers.
What if Microsoft called it MSN Player instead of Zune?
Our natural reaction is that this will not work, why buy? I would risk assuming that it is because of the pre-existing brand experience that consumers will apply to the music player and that you do not want to change the price of those brands because it is not an experience. That you want to show. The MSN network is what we call a ghetto gateway. Unlike Google and Yahoo, which have great search and great media partners, MSN is popular content with some apps around it. If it disappears tomorrow, no one will care too much, because it’s a copy from Yahoo that does it 10 times better. That does not mean that Windows Live will not improve the experience (the fact that they have to do Windows Live shows that MSN will be removed and the club is dead), but Windows Live is trying to expand the brand. Into the portal. Space.
Does the OS’s vertical input argument extend to the music player?
Again, access to a seamless digital music experience from purchase to listening is part of it. The key to iTunes / iPod success. The main drawback of the Sony Digital Walkman is that it does not integrate neatly with music downloads. Sonic Stage is not very good and difficult to use. It requires a certain level of skill in transferring music to a player that is beyond most users, and the restrictions on playback are quite productive. This is because of the limitations that Sony imposed on itself when launching digital products, it is in fact its worst enemy.
Since Microsoft dropped its Playsforsure partner, they also recognize that iTunes / iPod integration is a necessary condition to compete. They did not say that years ago, when they were court partners for the system, they thought that a platform approach where they would license software and DRM to manufacturers would work.
So to interpret what Sony Walkman’s strengths are, pre-recorded music and pre-packaged and solid brand experience is definitely their downfall. Because Sony did not make it as simple and easy as possible to use their product, they failed to take the iPod tread and hand over the market to Apple and the iTunes / iPod combination. Sony, because of its success in the CD / Cassette Player market, believes that they can control the user experience and how they can use their music. They also had the limitation of owning a record company (Sony Columbia) that was heavily persuaded at the corporate level to undermine the Digital Walkman and eventually left an open path for Apple to take the lead.
Before we get to the question of whether Windows will make a difference to the Zune ecosystem, we need to understand why the Playsforsure ecosystem fails and let Microsoft learn a lesson from this.
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