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(Graham Brown mobileYouth) DOWNLOAD THIS: The Paradox of Quality: Why Better Technology Fails
 

(Graham Brown mobileYouth) DOWNLOAD THIS: The Paradox of Quality: Why Better Technology Fails

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The Paradox of Quality: Why Better Technology Fails ...

The Paradox of Quality: Why Better Technology Fails

The most popular “camera” on Flickr today according to upload data is the iPhone with its pinhole aperture.

Not the highest specification camera.

Not the coolest camera.

Music, photography and movies have all developed contrary to the expectations of the technology industries.

We favor low quality instagram snaps we can share instantly over high end DSLR images that we hoard on pen drives and CDs. We consume far more low quality Youtube videos with their comments and common threads than high end Blu-Ray discs

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    (Graham Brown mobileYouth) DOWNLOAD THIS: The Paradox of Quality: Why Better Technology Fails (Graham Brown mobileYouth) DOWNLOAD THIS: The Paradox of Quality: Why Better Technology Fails Document Transcript

    • mobileYouth® - youth marketing and mobile culture analysis of the latest research, insights and trends by Graham D Brown http://www.mobileyouth.org The Paradox of Quality: Why Better Technology Fails SELL SHAREABILITY OVER QUALITY The most popular “camera” on Flickr today according to upload data is the iPhone with its pinhole aperture. Not the highest specification camera. Not the coolest camera. Music, photography and movies have all developed contrary to the expectations of the technology industries. We favor low quality instagram snaps we can share instantly over high end DSLR images that we hoard on pen drives and CDs. We consume far more low quality Youtube videos with their comments and common threads than high end Blu-Ray discs 1 / 6
    • mobileYouth® - youth marketing and mobile culture analysis of the latest research, insights and trends by Graham D Brown http://www.mobileyouth.org Making your technology better is a payoff between quality and shareability Why? More From Graham Brown's Series on How to Sell Technology The 90-10 Rule: Focus on the 10% that influences the 90% The Paradox of Quality: Why Better Technology Fails Change Your Metaphors: How great leaders sell technology These 2 Social Experiments Show How Stories Sell Technology Why you need to become a Farmer not a Hunter to sell technology THE PARADOX OF QUALITY Technology firms focus on higher quality products but customers prefer those that are more shareable, even if they are of a lower quality. 62% of marketing managers in tech firms believe that video and picture quality will decide who will win the smartphone race. But 83% of mobile consumers want a more durable handset with longer battery life, compared to 31% who wanted a better video or picture quality. 2 / 6
    • mobileYouth® - youth marketing and mobile culture analysis of the latest research, insights and trends by Graham D Brown http://www.mobileyouth.org It appears we prefer shareable products because they offer more social benefit. And social benefit creates product value. If you want to see evidence, check out these 2 social experiments that demonstrate how we perceive product value. The higher the quality, the more exclusive it becomes, the less able we are to share the product. Compromises in quality allow a more shareable product. QUALITY vs SHAREABILITY Higher Quality More Shareable Video Blu-Ray, HDTV, 3DTV Youtube Music Hi-fidelity, Higher Bandwidth audio MP3, iTunes, Spotify Camera Megapixels, Zeiss Lenses, DSLR Flickr, Instagram, Filters Messaging Picture messaging, Video messaging Text, Twitter, Whatsapp, IM DON’T GET LOST ON QUALITY 3 / 6
    • mobileYouth® - youth marketing and mobile culture analysis of the latest research, insights and trends by Graham D Brown http://www.mobileyouth.org Traditional marketing has long focused on the pay off between price and quality suggesting low price also meant low quality and therefore we would pay more for higher quality goods. For example, Microsoft promoted a higher quality gaming experience with XBox One by driving gaming into the Cloud but ultimately reduced the basic shareability of the gaming experience (Xbox One precluded the ability to swap old games or play in the same room). The higher the quality, the more expensive the camera, the less likely you are to have it with you all the time (unless you’re a professional but then that’s a different story - we’re talking about the average customer). As many digital camera users will confess, most of their photos remain stuck on the memory card, or inside the camera. Even with the advent of wifi transfer and quick sharing, it appears the average customer just can’t be bothered to upload 1000 photos to their computer. It’s a whole lot easier, to snap a low quality photo on their phone and share it instantly. Often tech companies can get lost on quality at the expense of shareability. Part of the problem is the critics within your own organization who are convinced by the need for quality over shareability. Dealing with the critics is key to creating a relevant product for customers, but be careful how you tread - you need to master the internal sale first. The other part of the problem is the metaphors we use in selling technology. Kodak got it right when they identified their business as "sharing memories". It's when the organization lost focus on this objective and became obsessed with product that Kodak became irrelevant. WE DON'T SHARE TECHNOLOGY BUT THE STORIES IT CREATES 4 / 6
    • mobileYouth® - youth marketing and mobile culture analysis of the latest research, insights and trends by Graham D Brown http://www.mobileyouth.org Share your photos w/ us using #europeanautumn on instagram! (Photo credit: European Parliament) It’s not the features of the photographs we “like” but the context of them. We like pictures that feature people, especially people we know. We share stories of our travels, birthday parties and school memories because they are relevant to the people we share them with. Look at Johnny aged 16 when he had all that long hair! Those were the days. That's why we need a common base to share these stories. No good using the latest technology if nobody else is using it too. SMS, Whatsapp, Instagram, Facebook are all at the lower end of functionality compared to the evoked set of mobile apps out there. The lower tech functions may appear primitive to the technology purist but they are intrinsic in the product appeal. The lowest common denominator in technology has mass appeal. 5 / 6
    • mobileYouth® - youth marketing and mobile culture analysis of the latest research, insights and trends by Graham D Brown http://www.mobileyouth.org Powered by TCPDF (www.tcpdf.org) 6 / 6