Rare Bird Blog

iPhone (Non-)Success Dubbed "Conspiracy"

Saturday, June 28, 2008

"Steve Jobs eventually will get old...I like our chances."

Verizon CEO Ivan Seidenberg
The best way to read this article quoting Verizon CEO Ivan Seidenberg is out loud, with more than a little whine in your voice. Apparently, he's a little miffed that Apple created an outstanding product and that about 6 million people decided to buy. The design of the iPhone caused all manufacturers to stand up and take notice, and Apple orchestrated an unprecedented revenue sharing model that really caused a stir, but it still falls short of Seidenberg's notion of success.

When asked by the Financial Times about Apple's chances of reaching the masses with the next generation iPhone, which features a 3G network for faster Internet access, Seidenberg responded, "There goes the conspiracy again. You're declaring them a winner before they've earned it on the field." Uh... it sounded more like a question than a declaration, but okay.

According to CNET's Tom Krazit, "Seidenberg's main contention seems to be that the iPhone isn't a success because it has such a small share of the overall mobile phone market, which is sort of like arguing that GM is more successful than Ferrari because they sell more cars." This would, of course, mean that the iPod is a success and the iMac isn't. Brilliant. (Wait till Seth Godin hears that the only measure of success is selling a whole lot of something cheap.)

So, on the one hand, Seidenberg is peeved that the media is declaring the iPhone a success while implying that it hasn't been successful at all. Let's do a little exercise. Put yourself in his shoes, sit down at the boardroom table, and let's devise a strategy to address and compete with the media-declared "success" of the iPhone. What would you do?

Verizon, for their part, has adopted a novel strategy. "Steve Jobs eventually will get old...I like our chances," Seidenberg said.

[Read the CNET article]
[Read the Financial Times article]
-Jim Cota

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Put Transactional Email to Work

Wednesday, June 11, 2008

Speaking in Washington last week, I encouraged the attendees to use the power of transactional emails as a viable means to improve their customer relationships. I noted that these messages tend to break through the clutter and are generally perceived as helpful tools for customers to remain current with the latest information regarding their orders.

To illustrate the point, I suggested that retailers send emails at the following times (as examples):
  • Order Confirmation

  • Shipping Confirmation

  • Customer Service Messages (e.g., "By now, you should have rec'd your order..."

  • Requesting Feedback (e.g., "Please come back and write a review about your experience..."

  • Re-Order Reminders

  • RE-Engagement Efforts


Today I saw this chart from MarketingSherpa that speaks to this very issue. Customers pay attention to these messages, so they can be a valuable tool, but it's important that they are heavy on the information and light on offers.

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-Jim Cota

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SIPA Members Sowing Award-Winning Seeds

Monday, June 9, 2008

I'm back in the office today after being out last week for the SIPA Conference in Washington, DC. I was asked by conference chairman Ed Coburn of Harvard Medical School to come and address the group on "Using the web to drive renewable revenue." I was told by a regular attendee that these members usually vote with their feet: "If they don't think you have anything worthwhile to say, they'll get up and walk out after 10 minutes." Yikes. I'm glad he told me that after I was finished and no one had left...

So there I was, sitting at lunch and talking with David Lee of Tufts University and a Paul Wollaston of Lancaster House, and we happened to be talking about the conference, most notably the willingness of the attendees to discuss – in detail – their successes and failures. I remarked that it was impressive and refreshing to see this sort of open dialogue, especially when some of these members might be sharing this information with direct competitors. "It's truly remarkable," said Wollaston, "and one of the unique things about this association and its' membership. About the only thing they won't share are details for upcoming product launches."

All of which reminded me of a story about a farmer and his strategy for sowing award-winning seeds.

More on the conference as time (and all of these spinning plates) allows.
-Jim Cota

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