Is Xoom an Epic Marketing Failure?
I can't think of a Marketing blunder since the Sega Dreamcast and the Atari Jaguar. Both machines were very good. Just bad marketing that led to their demise. Is the Xoom going to meet the same fate? If it does, here's a quick list on why.
1. Expensive super bowl commercial without showcasing the Xoom's talent. You had to be a tech nerd to understand the concept of that ad. Fail
2. Even though it won CES best of show. It only had a video demo on display so attendees could not play with Honeycomb. This was an early red flag that it was not ready for primetime. Fail
3. No initial firm price. Motorola could not give a price out early. My guess is because they knew the sticker price was a shocker. Fail
4. No confirmation on a wifi version. And there is still no word on this on the US side. Fail
5. No 4g, Flash, SD Card at launch. Fail
6. You have to send the item back for a week to get 4g. Is this some kind of an early April fools joke? Fail
7. 2 year contracts. People don't want to be tied on another cellular contract. Apple gets that point, Motorola and Verizon want to suck you dry. Letting Verizon exclusively control the device without a wifi version. Fail.
8. PRICE is just too damn high when you can get the ipad 2 for 500 and plethora of apps that come with it. Fail..
I really wanted this thing. But the Ipad is getting my money, and the price is so reasonable that I'm getting two. Sorry Motorola and Verizon, but no sucker here..
- 03-03-2011, 01:19 PM #2
- 03-03-2011, 01:21 PM #3
The 2 biggest problems with the Xoom as far as marketing is the price (for a new entrant) and not showing enough of what the device does. The crappy VZW commercial does nothing for it whatsoever. And you can't be a new entrant to the market with a product, first of it's kind and priced a lot higher than the market leader. That's the failure. Whether it's better, is debatable and not important. You have to prove that it's better. And as a new entrant you usually have to take a loss OR lower gain so you can get recognition and established in the market first and then you can start pricing stuff where you want once you have gained those things.
- 03-03-2011, 01:38 PM #4
- 03-03-2011, 01:42 PM #5
- 116 Posts
It's been out for a week. It's a bit too early to tell whether or not to blame the marketing dept. Keep in mind, they're playing coy with prices and SKUs because Verizon who is essentially backing the device doesn't particularly want to be undersold before the product hits the shelves.
It's the main area where Apple outshines everyone else-- control of the marketplace.
- 03-03-2011, 01:45 PM #6
It's a botched release, and Motorola's doing a horrible job of promoting it.
- 03-03-2011, 01:48 PM #7
It is a bit early but one can't deny that the marketing techniques are a failure. Both best buys in my area have the xoom hidden away for some reason. The ipad? In your face. Right there for you to see. Can't miss it.
And someone else said it...the commercials, its the ipad, center screen and in your face showing you what its capable of. And there are numerous commercials.
I would love to see something similar for the xoom. Show the rest out there what it can do.
- 03-03-2011, 01:53 PM #8
- 03-03-2011, 01:55 PM #9
- 03-03-2011, 01:57 PM #10
It starts with marketing. If you fail at that, people don't care about your apps because they don't know what they do. Will they advertise more apps once they are available? Probably but this same type of marketing, or lack thereof is consistent with mostly all Android products.
- 03-03-2011, 02:05 PM #11
- 370 Posts
Yes the marketing for the Xoom is a failure. It basically amounts to some guy holding a Xoom going "Pew Pew, Xoom" You'd have just as much impact if you let two 4 year olds each run around with one using them as shields and swords since neither commercial actually shows what the damn thing does.
- 03-03-2011, 02:06 PM #12
- 03-03-2011, 05:51 PM #14
- 145 Posts
- Rooted Gingerbread!
I'm so sad that there hasn't been a decent ipad competitor in terms of sales. The average consumer looks at tablets and says, "here are two tablets. One is $499, one is $600." Of course they'll buy the cheaper one. That gigantic blunder on top of shoddy marketing, the same damn problem the palm pre had...I really do hate Apple, I make no apologies, but how hard is it to actually showcase what a device can do in an advertisement?
I really want companies to wake up and see these problems. I've said before...call up any of us nerds and we will cheerfully explain to you how to make, market, and successfully sell a tablet!
Sent from my DROIDX using Tapatalk
- 03-03-2011, 07:21 PM #15
- 81 Posts
The marketing was so bad, my local Best Buy sold out of their entire inventory the day of release. Maybe they didn't do it so badly after all. The Xoom is a pretty good piece of hardware, and if you want a tablet compatible with Flash, this is the first game in town. When the rest of the Android tablets crash the market later this year, prices will fall and many Honeycomb apps will be rapidly developed. And by next year Motorola will probably have everyone salivating over a quad-core Xoom.
- 03-03-2011, 07:44 PM #16
- 03-03-2011, 08:33 PM #17
- 03-03-2011, 08:47 PM #19
- 03-03-2011, 08:57 PM #20
I blame motorola and verixon equally. We can get commercials for LTE and verizon iphone but no good commercial. Even if they don't show apps a good commercial is everything.
Look at the I'm a mac commercials they don't show how the mac is better but it was a compelling commercial.
The superbowl add was a big inside joke, with the guy with the pad looking like he was more of a apple user.
I bet that tmobile are going to push the G-slate when it comes out.
- 03-03-2011, 09:57 PM #21
- 31 Posts
I still plan to get a wi-fi Xoom...
I doubt the majority of people want a tablet locked down to a data plan, with a big Verizon logo on the front of it. I have really high hopes for Honeycomb, but if it's going to take off at all I think manufacturers and the platform needs to separate from the carriers, and fast.
Without a competitively priced wifi only option for Xoom and every tablet from here on out... it's a non starter, regardless of marketing.
- 03-03-2011, 11:10 PM #22
Motorola could do better by showing commercials that play up the apps that are available for Honeycomb. Maybe use the tegra 2 video, CNN app etc.
Release the wifi version along side the 3g/4g version. And release a verision for AT&T, Sprint, T-Mobile etc and for other companies.
I think if Motorola would show more useful commercials it would help.
- 03-04-2011, 12:17 AM #23
- 03-04-2011, 06:34 AM #24
- 17 Posts
It is a failure in that since. Verizon carries apple products now so the comercials that wowed us and took it hits at the iPhone from the og Droid won't be happening anymore.
If the I pad/phone was not on verizon, I would have expected them and Motorola to market the xoom a lot better than what we have seen. It probably wouldn't had cost 800 either.
- 03-04-2011, 08:24 AM #25
- 116 Posts
Come to think of it, the best route probably would have been to call in the "Droid Xoom" or "Droid Tab" and tie into that marketing.
Most of my coworkers have a difficult time understanding that droid is merely a brand of phones running android, because the droid's success was the first to leave a mark on the the masses (aka people that will probably never read this forum in their life).