Friday, April 24, 2009

Total of iPhone users + total of apps + total of downloads = failure???

An interesting post, from Nick Jones a member of the Gartner blog, where he believes that the ROI of iPhone apps is not obvious given huge numbers of apps available and the small market shares (compare to total smartphones market).

I think this is something to keep in mind when launching an iPhone application, but Nick Jones' calculations doesn't count the value of the iPhone brand which brings a value to an iPhone apps launch. He did mentioned the need to be less emotional and more arithmetic in the pros and cons to use the iPhone, but emotions in brands count, count a lot in fact.

So while arithmetics are important, don’t forget about the marketing aspect of launching an iPhone application. It could generate already way enough return on the buzz talk around the fact that you have an iPhone available, doesn’t really matter if a lot of your customers use it or not… Furthermore, it will let developers (and the marketers too) start to learn distributing their apps on smartphones, even if the technology will change, they can learn the best practices.

Nevertheless, read Nick Jones post, his point of view is worth keeping in mind too before investing in iPhone apps!

Tuesday, April 14, 2009

Leverage Negative domain names and rumors on social media/blogs

I have just read a blog post on regarding buying domain names which are negative to brands.

I am sorry, but have to strongly disagree, pro-actively buying negative domain names (DNs) is a very bad idea and it doesn't work! Here is why:

- you encourage DNs hackers to buy negative DNs related to your trademarks > since you care, they find you a more interesting target

- negative DNs are unlimited, one day it is and the next day, it is > DNs hackers will always be one step ahead of your protective buying actions

- this had been the strategy of companies 10 years ago when negative DNs appeared, they failed and they stopped doing this!

This is what you should do:
- try first to manage well your real trademarks and the content of your brand web sites, which add real value for customers

- of course, "listen" to what happens on the Internet, DNs, furthermore in blogs and social networks (rumors and negative posts or groups can also appear here) and take the following actions:

a) understand the reason why this happened and first think about this as an opportunity, instead of a threat, to change the way you produce, manage and/or sell your products/services

b) take legal actions, if you strongly believe this a threat impacting your brand/stealing your trademark, but go back to a) as well to look for better products/services

c) if you don't have the opportunity to leverage your products/services nor that this is real brand/trademark impact - just ignore them!