Defining Iomega A new product and brand strategy <ul><li>The Brief: design a new product for Iomega Corporation 5-10 years...
The Story So Far Who are Iomega, what have they been doing and where are they today? The story so far Learning from the be...
The Story So Far Plodding along <ul><li>Iomega started it’s life in 1980 in Utah, U.S.A. </li></ul><ul><li>It was a respec...
<ul><li>In 1995 Iomega Corporation introduced the Zip Disk  </li></ul><ul><li>Zip was an instant success. Iomega was prope...
<ul><li>The introduction of Compact Discs, as the standard format for external digital storage, saw Iomega’s sales plummet...
<ul><li>In 2000, Iomega attempted to reverse their downward plight. </li></ul><ul><li>Iomega moved away from ‘data storage...
The Story So Far Back to basics <ul><li>Iomega has now gone back to it’s roots of ‘data storage’. </li></ul><ul><li>Howeve...
Learning From The Best In order for Iomega to achieve sustainable success in the future, Iomega need a long-term brand and...
<ul><li>A study of successful brands has revealed two methods to generate real growth. </li></ul><ul><li>A new ideology, w...
<ul><li>The second method for growth is to define a completely new category of products. </li></ul><ul><li>Ensuring a lead...
A Changing World In order for Iomega to make a real impact they first need to understand the world around them and then de...
A Changing World from tangible to virtual •  Traditionally our valuable possessions were tangible objects. We could feel t...
A Changing World from tangible to virtual <ul><li>•  Nowadays possessions such as photo’s, music and written documents are...
A Changing World from enduring to transient <ul><li>•  In the near future an infrastructure will be in place that will see...
An Opportunity An exciting future for Iomega •  Iomega has the perfect opportunity to shake up the digital media industry ...
Defining Iomega’s Future Iomega must have the brilliance of execution to seize the opportunity and make a lasting impressi...
<ul><li>The transient nature of the technology industry is frustrating for consumers. </li></ul><ul><li>•  Iomega will off...
A New Category of Products The Personal Server •  A personal server solves the problem of how to store and protect persona...
•  Iomega’s first personal server lives in the users living room: he’s called the PreServer •  Preserver automatically and...
•  Iomega will invest in the development of unique, sophisticated software. •  The screen on the PreServer is merely a win...
•  A juxtaposition of ‘classic’ materials and form with cutting edge technology heightens the sense of ‘time travel’. •  T...
Conclusion •  The future of Iomega is in safe hands •  A new ideology - ‘Digital Preservation’ •  A new category - ‘The Pe...
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Iomega preserver

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Iomega preserver

  1. 1. Defining Iomega A new product and brand strategy <ul><li>The Brief: design a new product for Iomega Corporation 5-10 years into the future. </li></ul><ul><li>The Problem: Iomega’s future looks uncertain, the company is in trouble. </li></ul><ul><li>This Presentation: Extensive research and original yet rigorous thinking went into defining a new product and brand strategy to save Iomega. </li></ul>The story so far Learning from the best A changing world The opportunity Defining Iomega’s future Conclusion Intro Next silde
  2. 2. The Story So Far Who are Iomega, what have they been doing and where are they today? The story so far Learning from the best A changing world The opportunity Defining Iomega’s future Conclusion Intro
  3. 3. The Story So Far Plodding along <ul><li>Iomega started it’s life in 1980 in Utah, U.S.A. </li></ul><ul><li>It was a respectable, but dull data backup and recover solutions provider. </li></ul><ul><li>For 14 years Iomega’s core business was made up of tape back-ups for mainframes. </li></ul>The story so far Learning from the best A changing world The opportunity Defining Iomega’s future Conclusion Intro
  4. 4. <ul><li>In 1995 Iomega Corporation introduced the Zip Disk </li></ul><ul><li>Zip was an instant success. Iomega was propelled into a new consumer market and reached new heights in terms of sales revenue. </li></ul><ul><li>Iomega aimed to make Zip the number one device for external storage and transportation of digital files. </li></ul>The Story So Far A stroke of luck The story so far Learning from the best A changing world The opportunity Defining Iomega’s future Conclusion Intro
  5. 5. <ul><li>The introduction of Compact Discs, as the standard format for external digital storage, saw Iomega’s sales plummet. </li></ul><ul><li>Later, Flash memory cards took another large chunk of Iomega’s market. </li></ul><ul><li>Without Zip, Iomega is left struggling. </li></ul>The Story So Far The Story So Far Luck doesn’t last forever The story so far Learning from the best A changing world The opportunity Defining Iomega’s future Conclusion Intro
  6. 6. <ul><li>In 2000, Iomega attempted to reverse their downward plight. </li></ul><ul><li>Iomega moved away from ‘data storage’ and into ‘interactive gadgets’. </li></ul><ul><li>Iomega’s ‘digital music player’ and ‘photo viewer’, were discontinued within a year. </li></ul><ul><li>Iomega failed to make any impact with its ‘interactive gadgets’ in an already crowded market. </li></ul>The Story So Far The Story So Far Mixing it with the big boys? The story so far Learning from the best A changing world The opportunity Defining Iomega’s future Conclusion Intro
  7. 7. The Story So Far Back to basics <ul><li>Iomega has now gone back to it’s roots of ‘data storage’. </li></ul><ul><li>However, Iomega is currently no more than a ‘me-too’ brand in a crowded market. </li></ul><ul><li>This is just not viable in the fast-moving digital-technology industry. </li></ul><ul><li>Iomega is still struggling. </li></ul>The story so far Learning from the best A changing world The opportunity Defining Iomega’s future Conclusion Intro
  8. 8. Learning From The Best In order for Iomega to achieve sustainable success in the future, Iomega need a long-term brand and product strategy. The story so far Learning from the best A changing world The opportunity Defining Iomega’s future Conclusion Intro
  9. 9. <ul><li>A study of successful brands has revealed two methods to generate real growth. </li></ul><ul><li>A new ideology, which shakes up the market and changes the way consumers think and behave. </li></ul><ul><li>For example: Apple - the personal computer industry; Ikea - the furniture industry and RyanAir - the airline industry. </li></ul>Learning from the best Brand ‘ideologies’ The story so far Learning from the best A changing world The opportunity Defining Iomega’s future Conclusion Intro
  10. 10. <ul><li>The second method for growth is to define a completely new category of products. </li></ul><ul><li>Ensuring a leading position and always retaining a massive advantage by being the ‘prototype’ in that category </li></ul><ul><li>The Sony Walkman, eBay, Hotmail and The Hoover are prime examples. </li></ul>Sony Walkman - 1979 Learning from the best Defining a new category The story so far Learning from the best A changing world The opportunity Defining Iomega’s future Conclusion Intro
  11. 11. A Changing World In order for Iomega to make a real impact they first need to understand the world around them and then determine where they can best fit in. The story so far Learning from the best A changing world The opportunity Defining Iomega’s future Conclusion Intro
  12. 12. A Changing World from tangible to virtual • Traditionally our valuable possessions were tangible objects. We could feel them, touch them, smell them, we knew we were in control. •  Our personal objects such as photos, music records and letters would physically age and allow us to develop a sentimental attachment with them. The story so far Learning from the best A changing world The opportunity Defining Iomega’s future Conclusion Intro
  13. 13. A Changing World from tangible to virtual <ul><li>• Nowadays possessions such as photo’s, music and written documents are taking on virtual and intangible forms. </li></ul><ul><li>People need reassurances that their digital valuables are safe and secure, that the device that is holding their data is reliable. </li></ul><ul><li>Unlike tangible objects, it is difficult for an owner to build up a sentimental attachment with virtual ‘data’. </li></ul>The story so far Learning from the best A changing world The opportunity Defining Iomega’s future Conclusion Intro
  14. 14. A Changing World from enduring to transient <ul><li>• In the near future an infrastructure will be in place that will see a world of digital devices transferring our data over a wireless network. </li></ul><ul><li>Our digital ‘data’ will be tossed around between these digital devices with no meaningful or long term home. </li></ul><ul><li>The transient nature of the digital media industry is not empathetic to our valuable possessions (photos, music, personal correspondences etc). </li></ul>The story so far Learning from the best A changing world The opportunity Defining Iomega’s future Conclusion Intro
  15. 15. An Opportunity An exciting future for Iomega • Iomega has the perfect opportunity to shake up the digital media industry and make a lasting impression • Iomega can introduce both ‘a new ideology’ and ‘define a new category’ of products The story so far Learning from the best A changing world The opportunity Defining Iomega’s future Conclusion Intro
  16. 16. Defining Iomega’s Future Iomega must have the brilliance of execution to seize the opportunity and make a lasting impression. The story so far Learning from the best A changing world The opportunity Defining Iomega’s future Conclusion Intro
  17. 17. <ul><li>The transient nature of the technology industry is frustrating for consumers. </li></ul><ul><li>• Iomega will offer enduring digital products as an alternative to the plethora of expendable ones. </li></ul><ul><li>• Iomega understands that much of your personal digital data has ever-lasting value. </li></ul><ul><li>• Iomega preserves your digital valuables for generations. </li></ul>A New Ideology Digital Preservation The story so far Learning from the best A changing world The opportunity Defining Iomega’s future Conclusion Intro
  18. 18. A New Category of Products The Personal Server • A personal server solves the problem of how to store and protect personal digital data. • It takes advantage of the infrastructure soon to be in place: the wireless network. • The personal server is the first long term digital storage device - a home for your digital files. • The personal server preserves your valuables; your memories. • It is a reliable constant in an ever-changing world The story so far Learning from the best A changing world The opportunity Defining Iomega’s future Conclusion Intro
  19. 19. • Iomega’s first personal server lives in the users living room: he’s called the PreServer • Preserver automatically and wirelessly transfers files to and from your digital devices (TVs, PCs, Music Players, Cameras, Mobiles etc) • PreServer stores your photos, music etc. securely to prevent any loss, damage, theft or invasion. • The use biometrics means only the owner can access their valuables. A New Category of Products The Personal Server The story so far Learning from the best A changing world The opportunity Defining Iomega’s future Conclusion Intro
  20. 20. • Iomega will invest in the development of unique, sophisticated software. • The screen on the PreServer is merely a window into your valuables stored inside. It allows you to be sure your valuables are still there. • The software allows you to ‘time travel’ and relive moments from your past. As you browse back in time the screen is displayed in exactly the same way it was on that date. A New Category of Products The Personal Server The story so far Learning from the best A changing world The opportunity Defining Iomega’s future Conclusion Intro
  21. 21. • A juxtaposition of ‘classic’ materials and form with cutting edge technology heightens the sense of ‘time travel’. •  The product encompasses important aspects of your life, that’s why it is made of materials that age gracefully with you, It becomes a part of you. • It is designed to last, a future antique, so it is inherently reliable. A New Category of Products The Personal Server The story so far Learning from the best A changing world The opportunity Defining Iomega’s future Conclusion Intro
  22. 22. Conclusion • The future of Iomega is in safe hands •  A new ideology - ‘Digital Preservation’ • A new category - ‘The Personal Server’ The story so far Learning from the best A changing world The opportunity Defining Iomega’s future Conclusion Intro end

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