Yesterday, Motorola (A Google Company) released their much-hyped Moto-X handset.
And boy, does it look amazing.
However, there is no UK or European release date yet set – proving that the manufacturing paradigm is seriously flawed. And, in the coming age of 3d printing, outdated as well.
I’ll be honest, I need a new handset. My current contract expires on 12 August, so I was rather invested in the idea that I’d get my hands on the gorgeous Moto-X. But no. And I’m rather pissed off about it.
Manufacturers need to move beyond domestic market aspirations.
Back ‘in the day’, let’s say early 90’s when the internet was still capitalised and when films took the best part of a year to go from silver screen to living room, you could get away with advertising and supplying a product domestically.
At this point, information would leak into other territories, but it would take days. Weeks, maybe. And even then, only the most devout fan would probably find out.
An ad in the New York Times probably wouldn’t make its way onto the breakfast table of someone in London. Or even a bumpkin backwater like Worthing, where I live.
But now, in the age of global village-dom and large scale connectivity, that ad, or video or whatever, does.
It travels faster than a speeding proton around the web, drumming up demand across the globe.
Good for the product, bad for the consumer.
Because, if you take a stance like Motorola’s, you’re going to get a lot of consumers living in second-rate nations like the UK (we must be second-rate, why else can’t we play with cool stuff?) who get all hyped up before deflating like a soggy balloon when our demand – our desire – isn’t fulfilled.
By the time we get to play with the cool stuff, the domestic market have had their grubby paws all over it for months – maybe years – so it’s no longer new, no longer shiny, and there’s no joy of discovery any more.
Manufacturers need to think globally, especially in the tech market.
Domesticity for desirable products doesn’t exist any more.
The promotional paradigm has changed – and modern manufacturing doesn’t seem to have realised this.
You can’t have a global conversation and a local supply any more.
If you want to be truly successful, you’ve got to plan your territory roll-out and be up front about it. Otherwise those overseas territories? They’re going to go somewhere else.
Like me, in this specific instance.
Had Motorola said that they were bringing the handset to the UK on a specific date, I would have something to work to, something to factor into my considerations. Do I upgrade now, or hang on for what I actually want until that specified date?
UPDATE – I have been educated by a friend as to the difficulty faced by manufacturers in getting a handset onto a carrier.
OK, so maybe I didn’t quite realise the gazillion hoops that needed jumping through. But some idea that the brand was trying would be nice.
As it is, Motorola have failed me as a consumer.
Someone who was ready to lay down cash to get the new handset.
Instead, I’m going somewhere else. Tough.
And now, with my futurologist’s hat on…
The manufacturing paradigm is only going to get worse.
In the coming age of 3d printing, local production will be uneconomical, ineffective and unacceptable.
When a new product is launched, I predict that we’ll be downloading the specs, running them into our 3d printers and getting what we want – how we want it – in our hands in hours. We’ll then plug it into the internet and – whoosh – the OS, apps etc will magically fly onto it.
No more waiting around. No more territorialisation.
What we want, when we want it. At a higher profit margin for the originator too, I shouldn’t wonder.
That’ll be the day…
Neil Hopkins is a Marketing and Branding Theorist at heart, and a Marketing Communications Manager by day. His blog – interacter – is the primary location he shares insight and information relating to marketing, branding and advertising strategy.
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