Is Xoom an Epic Marketing Failure?

[stray]

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.

 

[Nchaka]

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.

 

[FaXuM]

I think that these devices sell themselves however shutting down competition by hand cuffing the zoom to Verizon really sucks.

 

[blackcobra95#AC]

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.

 

[hypocaffeinemia#AC]

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).

 

[scorpiodsu]

Not sure if it's a total failure but the biggest blunder was releasing the 3g/4g version first. I said it before and I'll say it again, I don't care how good the product is (or think it is) you cannot become a new entrant to the market and price your device significantly higher than the leader, especially when that leader is Apple. You have to price around the same WITHOUT handcuffing people to 2 year contracts. Even if that means taking a lower profit on the device. That's what new entrant have to do to gain market share. After all this is what happened with all the Android phones. They came to the market at the same or lower price than the iPhone. But you don't sell a tablet that no one knows anything about, don't showcase it and then expect people to drop laptop money on it. I'm sorry, you just don't. The Wifi version would have been the smart choice to start out with.

 

[scorpiodsu]

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).

I agree. Because many people still don't know what exactly Android is. They know what "Droid" is and what an HTC EVO is and T-mobile myTouch but many have no idea that they are all essentially running the same platform. Most people recognize the phone brand rather than the platform. When Verizon spent all that money pushing "Droid" they could have continue what they already established with a "Droid Xoom". That way people can associate it with something they already know any not a totally different brand. This is why Apple still kicks everyone's arse because they name everything with an "i" in front of it and people have no choice but to relate it with something that's already widely popular so they have a good idea what they are getting.

 

[radsaq]

My theory is that Motorola/Verizon would be reluctant to release a Droid-branded device without loading it up with their crapware.

 

[watchout4d]

I wanna give some background. The day Honeycomb was announced I was blown away. I watched the entire 52 minute presentation. Then I saw the Xoom at ces and I was sold. I would not use an iPhone 4 if it was given to me, literally. I am waiting for the also poorly launched thunderbolt.
Since ces, Moto has spent weeks convincing me that I want no part of them and their Xoom. Poor marketing, poor execution, lack of pertinent information, half ass product-- no flash ( huh ), no sd card, no wifi version, initial requirement to activate Verizon service, no 4g on their 4g tablet(huh)

I love android, but I am not with any of this. I am buying an ipad2. I hope the Xoom works out for our Android brethren who invested in one. Outside of that, Moto (and Google for choosing them as an exclusive partner) can kiss my ASS!

 

[daiden]

I'm waiting for the price of the Xoom to drop (it will) and for the wifi versions release. Honeycomb looks great and I really want to get a nice tablet.

From a marketing standpoint, Motorola and Verizon did fail. I knew absolutely nothing about the Xoom until about a week before its release. I remembered seeing commercials occasionally on TV, but I had no idea what the device could actually do.

Another failure is the lack of choice when it comes to hardware. I mean, sure the $800 Xoom is on par with Apple's top offering, but that's not what normal consumers see. They see a $500 iPad vs an $800 Xoom. The discrepancy in price will drive more people to iPads, especially after the iPad 2 announcement. Motorola needs to release a 16GB, wifi model for LESS then the entry level iPad to gain traction in the market. And it needs to do it SOON, or else the Xoom will remain a niche product forever. These first few months will be critical to the longterm success of the tablet.

 

[hypocaffeinemia#AC]

I wanna give some background. The day Honeycomb was announced I was blown away. I watched the entire 52 minute presentation. Then I saw the Xoom at ces and I was sold. I would not use an iPhone 4 if it was given to me, literally. I am waiting for the also poorly launched thunderbolt.
Since ces, Moto has spent weeks convincing me that I want no part of them and their Xoom. Poor marketing, poor execution, lack of pertinent information, half ass product-- no flash ( huh ), no sd card, no wifi version, initial requirement to activate Verizon service, no 4g on their 4g tablet(huh)

I love android, but I am not with any of this. I am buying an ipad2. I hope the Xoom works out for our Android brethren who invested in one. Outside of that, Moto (and Google for choosing them as an exclusive partner) can kiss my ASS!

As much as you're right about motorola, it's not like the ipad2 will magically give you flash, 4g, or an sd card...

 

[scorpiodsu]

As much as you're right about motorola, it's not like the ipad2 will magically give you flash, 4g, or an sd card...

Yeah but it never promised to. That's a big difference.

 

[watchout4d]

As much as you're right about motorola, it's not like the ipad2 will magically give you flash, 4g, or an sd card...

Your right, the iPad 2 won't give me flash or an sd card, but there are things that each platform does well or better than the other.

The iPad is a fantastic multimedia device. Netflix, hulu, HD movies, tv programming, this area kills the Xoom right now it's no comparison. The iPad kills the Xoom when it comes to apps, again no comparison. Same for gaming.

The Xoom does flash. That is a great feature for a tablet. xoom has expendable storage giving you almost limitless storage. Xoom does 4G, again Ipad can't touch any of these things. Oh wait, as of today, the Xoom does NON of these things.

 

[stray]

Your right, the iPad 2 won't give me flash or an sd card, but there are things that each platform does well or better than the other.

The iPad is a fantastic multimedia device. Netflix, hulu, HD movies, tv programming, this area kills the Xoom right now it's no comparison. The iPad kills the Xoom when it comes to apps, again no comparison. Same for gaming.

I think your issue is primarily with Google/Android and your content providers. Honeycomb is essentially a new platform, it's going to be kind of rough for the early adopters until tablet compatible or tablet optimized apps start flowing in.

Now, as far as gaining traction in the marketplace, getting the basics worked out quickly would help, as would being competitively priced, and obviously offering a non contract wifi option.

 

[snow686]

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..

Actually you are just fail. the ipad2 is 49$ less, That's enough to buy 2? Wow you're SMRT and special. Oh yeah Ipad2 makes you sign a contract too, wow do you just get any more misinformed. And by the way xoom is in sam's club for 539$. Good luck walking, try to remember to breathe at the same time.

 

[heraldo]

I like this post. I more than likely will not buy an ipad 2. But me buying a Xoom won't happen till there's a price drop

 

[scorpiodsu]

Actually you are just fail. the ipad2 is 49$ less, That's enough to buy 2? Wow you're SMRT and special. Oh yeah Ipad2 makes you sign a contract too, wow do you just get any more misinformed. And by the way xoom is in sam's club for 539$. Good luck walking, try to remember to breathe at the same time.

Where'd you get your information. No contracts with iPad for neither the wifi (of course) or carrier data one. The data is pay as you go. NO CONTRACT. I can't respond to the rest of your post. I'm sorry I can't make sense out of nonsense.

 

[scorpiodsu]

I like this post. I more than likely will not buy an ipad 2. But me buying a Xoom won't happen till there's a price drop

By then, get ready for the Xoom X. A bigger slightly more awkward version of the Xoom that will crash even fast

 

[dhendriksen]

The fact that you can sign a contract and save money on the device is cool I guess. I didn't sign a contract, but you don't have that option with an iPad.

I agree...if they want mass market adoption they need to price less than iPad, with a WiFi only version. Most people don't even need 16GB of storage, much less 32GB. Most people are going to use this at home or at work, where they have WiFi.

I am happy with mine, but there marketing did suck. If it wasn't for me seeing it at CES I wouldn't have bought one. Plus, I'm a guy that looks at Engadget once an hour because I love tech so much....

Would my sister by this over an iPad? No way. I can't think of anyone that isn't a techno junkie that would.

Apple dominates in terms of marketing prowess.

 

[daiden]

Actually you are just fail. the ipad2 is 49$ less, That's enough to buy 2? Wow you're SMRT and special. Oh yeah Ipad2 makes you sign a contract too, wow do you just get any more misinformed. And by the way xoom is in sam's club for 539$. Good luck walking, try to remember to breathe at the same time.

Wow, I've been reading this forum for awhile, and you're the first person I've come across that is intentionally spreading false information. Fanboy alert.

For those who actually care: With the iPad, you do not have to sign a contract. You can choose a month-to-month plan after purchasing.

Also, the wifi Xoom is most likely $599 at all retailers besides Costco & Sam's Club (both of these stores tend to give good deals to members -- but the memberships cost money).

Now that everything is clear, I will say that the Xoom and iPad are both great devices. It really depends on what you want to use them for, and in what capacity. Right now the iPad does have a slight edge because of the number of apps available. Don't count out the Xoom completely, though. Developers are gearing up to release new tablet-specific apps as we speak. Again, it's really up to the consumer to decide what tablet suits their needs. There is no "best choice" for the masses, but there is most certainly a best choice for each individual.