Apple’s first iPhone changed the mobile marketplace forever. Since then, they have repeatedly led the way to new mobile technology via the introduction of FaceTime, app store, HD Video recording, and numerous other amazing enhancements made through the iphone 3G, 3Gs, and the iphone 4. Being on the iPhone/Apple bandwagon was fun, exciting, and frequently meant that your iPhone ended up with the latest and greatest new mobile technology.
Apple also likes to maintain complete privacy with their technology prior to release. When the iPhone was the dominant smartphone and widely viewed as the best operating system in the marketplace, their secrecy led to a bubbling excitement and anticipation of their next release. While this marketing tactic was very effective in the past, valid competitors are changing the way smartphone technology needs to be marketed. So far, it doesn’t seem as though Apple has caught on to the need to change.
Google’s Android emerged as an open-source alternative to the iPhone. It caught on fast, and has evolved in to an extremely formidable competitor to the iPhone and apple ios. Android has taken the opposite approach to Apple in their marketing publicity of emerging technology: they are talking about everything, including technology they have yet to release.
Google keeps their customers informed as to what technology they are working on to enhance their mobile platform, and customers seem to enjoy knowing what’s going on. Whereas Apple left customers in the dark anticipating what the next iPhone release would hold, Google holds customers in eager anticipation by showing them exactly what they will soon be able to do on their Android devices.
For example, we know that Android is working on 3d technology. Google’s collaborative efforts with MasterCard & CitiGroup for wave to pay and other NFC payment technology are widely known and publicized. Prior to the release of Flash, Android smartphone users knew Google was working hard to add flash capability and would release it as soon as it was ready. The list goes on.
Droid smartphone users KNOW what google is working on and what they’re trying to add. They are made to feel like informed consumers. Android users can be confident that their handset will stay on the cutting edge of new technology. iPhone users, what’s to come? Everyone knows that Apple is working on introducing NFC for mobile payments, but will it be open enough to allow consumers to use it? Or will it be similar to FaceTime, the video calling service that ONLY works with other iPhone customers AND only works on Wi-Fi. Who needs THAT?
Apple’s habit of leaving consumers in the dark is no longer helping them. Customers aren’t left to anticipate great new things — instead, they are left in doubt as to whether Apple is going to continue to come through with the latest technology. Switching to Android alleviates doubt and makes them feel more informed about the platform they use.
Unless Apple has something up their sleeve that BLOWS away NFC, 3d platforms (glasses free, please), & 4G capability, their consumers and loyal fans may start to lose faith in Apple’s ability to deliver. That same consumer will be watching Android launch new initiatives, which will the consumer prefer?
