Are We Nearing the End of the iPhone Brand?
iPhone. At first glance, a funny-looking word. But now, a word that is synonymous with a technological revolution lead by Apple to transform the concept of a phone into something different – a helper, a messenger, a navigator, a photographer and more – with each evolution.
From a brand perspective, the Apple iPhone has to be one of the most recognizable consumer product brands in history, a household name like Tide or Coca-Cola, but at 300 times the investment.
The recognition for the brand is what poses our question. - Will the iPhone brand live forever? Or will it be replaced by an updated brand by Apple – an “ApplePhone” or something of the like?
The first question has to be “why?” Why would anyone ever remove the iPhone brand from the portfolio?
Well, for one, we are seeing a strategy shift from Apple to be more master-branded; that is, leveraging the “Apple” brand at the product level. We’ve now been introduced to the Apple TV, Apple Watch and Apple Pay, all backed by Apple Support. So simply from a brand portfolio strategy perspective, Apple Phone could be on the horizon.
A more likely reason for the change is that at some point the word “phone” in iPhone does not best represent the primary use of the device. Already, I would bet that a much greater percentage of time using an iPhone is spent browsing the internet, reading or listening to music, versus talking on the phone or even communicating through text message. At what point should iPhone be called something other than a phone?
This is true for the entire category – but could be a turning point for the product brand to make a stance and become AppleWhateverIsNext.
As it relates to whatever is next idea – how long can the number/letter extension garner the excitement Apple needs when launching a new device? iPhone 1,2,3,4,5,6, s, c and so on, sooner or later the name loses its luster. Is the change from iPhone 14 to iPhone 15 equally as exciting as the move from 4 to 5? Apple has used other extensions in the past (like nano, air, pro, etc.) but no naming strategy has been used as consistently as the number/letter system has been in the iPhone portfolio.
Still, there will always be arguments that iPhone is here for good. The “i” platform was surely revolutionary at its launch. With what used to be the iPod, iPad, iMac and iTunes, the portfolio was set. Even as I use “iTunes” as an example, the future for that brand is unclear, with Apple launching Apple Music, a streaming music provider that may eventually replace iTunes, which may be a telling sign for the iPhone.
Apple must know what is at stake if the iPhone is transitioned – years of equity and the risk associated with changing the name of one of the top selling technology products in history. That being said, Apple has never been afraid to support product launches and changes with huge amounts of money to educate the populous.
One thing is fairly certain, whatever the product is called in the future – personal technology by Apple will continue to be innovative and excite the industry and loyal brand advocates.
What do you think? iPhone forever? Or ApplePhone by 2017?
Addison Whitney is a global branding firm with a passion for building strong brands.
To learn more about Addison Whitney, visit our website at AddisonWhitney.com, or contact us here.
A Thermostat to Rule Them All
A year ago, would anybody have thought that the product development we saw this year at CES would be inspired by an innovation to, of all things, a thermostat? Yes, a thermostat.
This thermostat was introduced by a brand called Nest, of which I am a big fan. I don’t own one, but I do look at them longingly on my trips to Home Depot. The brand’s first blog entry clearly explains why thermostats were the choice for innovation: heating and cooling costs make up about 50% of an energy bill, and therefore were a logical place to try and find solutions for homeowners. Also, it’s pretty.
At this year’s CES, there were a number of new innovations introduced that were related to the Nest thermostat idea. The Aurora Sleep System will tell your thermostat when you go to sleep and when you wake up, allowing the thermostat 
to customize the temperature to fit your needs. Whirlpool introduced a dryer that can help keep your clothes fresh and wrinkle-free while you’re away, or even delay cycles during peak energy times. The Kevo Smart Lock can tell Nest who is entering the home and what temperature they like.
This is amazing. Think about it. A thermostat. Something that is present in nearly every consumer’s home, but often not given a second thought until it doesn't work. But Nest truly is more than just that. It is bringing the thermostat into the list of must-have for the latest and greatest technology, along the lines of the TV and computer industries. Additionally, it really was the first major entrant into the “smart home” accessible at the consumer level.
The smart home concept is a brand of the “Internet of Things” concept, focusing on how a variety of devices can increase connectivity of the “things.” A number of keynote speeches at this year’s CES 
focused on Internet of Things-related topics, much like a few keynotes did last year. And while general consumers may still be learning this term, they do understand the value of connection. And a consumer understands the benefit of energy efficiency, especially when it affects monthly budgets. It will be interesting to see what other innovations come to market that work specifically with Nest, or whether there are other brands who take the lead in the space.
An interesting aspect of the Internet of Things perspective is that, in reality, it doesn't qualify as an innovative idea. It’s not a thought that is brand new, the cause of light-bulb moments for companies around the world.
In fact, from a B2B standpoint, the Internet of Things has impacted innovation leading to more efficient ways to gather data, and then leverage and use this data to make better decisions. Amazing case 
studies about the London Underground or GE’s Industrial Internet used with locomotives can be found across the Web. From a consumer standpoint, the market has been trending toward the connectivity of devices big and small, from those for whom a connection seems obvious to devices you never thought should or would be connected (i.e., a bedside table light you can turn on with your smartphone – even when there is a chance you would be reaching PAST the light to grab your phone to turn on said light).
But connectivity is quickly shedding its “trend” status and showing that it will be a leading factor for a long time in product development. The consumer is becoming more and more reliant on a few products that will control their lives, whether it be a smartphone, tablet, or yes, a thermostat.
I do have one more question – How will Dads around the world react to this loss of control of the thermostat?!
Sources:
https://nest.com/blog/2011/10/25/thermostats-yes-thermostats/
http://www.fastcolabs.com/3030367/the-london-underground-has-its-own-internet-of-things
http://www.fastcompany.com/3031272/can-jeff-immelt-really-make-the-world-1-better
https://www.youtube.com/watch?v=1Pwwx1cF8NQ
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IBM: Building a Lasting Brand
IBM: Building a Lasting Brand
Guest Blogger: Ashley Wiederhold
It’s easy to take today’s big brands for granted; while we can see the process of small businesses developing their brand identities, it’s often assumed that large companies are large companies because they’ve nailed down successful brand strategies (among other things). But these big businesses certainly have journeys all their own—and IBM is a wonderful example of how the right brand strategy can keep a company from crumbling.
An article published by Forbes features an interview between Allen Adamson, a contributor to the publication, and Randy Golden, a former senior corporate staff member at IBM. Golden spent more than two decades working with the company, and his role within the brand architecture and design group allowed him to support the forging of a lasting brand for the IBM Corporation.
To set the scene: IBM was, in 1993, facing collapse. With an $8.1 billion loss, the company had to let go more than 100,000 employees. Ultimately, the problem stemmed from the disorganized brand that IBM had become. While it was built according to a celebrated business strategy (“the promise of a globally integrated enterprise with integrated solutions”), the organization suffered from redundant processes, different internal marketing and advertising approaches, information systems that were disconnected, and more. The brand was, to put it simply, fractured.
To put the company back together, IBM hired Lou Gerstner, who was the former president of American Express and CEO of RJR Nabisco. Instead of facilitating the simple and timely dismantling of the business, which was assumed, Gerstner decided to unite all of the brand’s identities under one brand strategy. To do so, Adamson explains, “He understood that IBM’s inherent strength was in its ability to provide total business solutions for its customers. This was what the brand stood for.”
Bridging the gaps between different corporate entities is not always easy as a business grows. Each group within a brand family offers unique strengths, which is why they were acquired or built in the first place. But when trying to establish a solid, global brand, it’s essential that these entities are brought under the same umbrella.
As IBM’s leadership well knew, simply changing a logo wasn’t enough. Golden explains: “It was the responsibility of the brand team to identify, prioritize, and build integrated systems for presenting the IBM brand across all of the global business units and the numbers departments, products, and programs […] We did the foundational work to develop and articulate the core brand attributes and values, things that help truly differentiate the brand.”
Yes, a logo is important (critical, even). But there’s more to having a logo that matters, and today’s big brands understand this. Arguably, that’s why these brands have succeeded in growing to the extent to which they have. Internal communications, visual identity guidelines, brand architecture—these are just some of the many facets of branding at which IBM has excelled, and, ultimately, these are a few of the reasons why IBM is recognized around the globe.
Sources
Image from Mashable
“A Former IBMer Reflects on Building a Smarter Brand,” Forbes.com
Brand Genius: Jack Dorsey
I was in a Bank of America a week ago and came across Fortune magazine’s 40 under 40 issue. I began flipping through the pages and stumbled across Jack Dorsey; I recognized the name, but only as the co-founder of Twitter. What I learned reading the article, and doing more research on Dorsey for this post, far surpassed my initial impression (he started Square, too?!?!).
So, similar to our “Brands We Love” posts, we’ve talked internally about focusing on key influencers and brand leaders who are making waves in our industry. Dorsey will be our first post profiling such an individual.
There is something innately fascinating about someone like Jack Dorsey – a college dropout who soaks up information like his life depends on it. Someone inherently curious, who has built a life for himself that revolves around invention, innovation and seeing the world as something to evolve, to make better. Learning about him, you find yourself a little envious, but then realize that he has harnessed what he excels at and shared it with the world. It’s remarkable.
A St. Louis native, Jack Dorsey had an affinity for studying maps and spending time in railway yards as a kid. He taught himself basic computer programming and by the time he was a teenager, he had developed a program that graphically simulated the movements of the vehicles on a police scanner.
He studied at the University of Missouri, but a job took him to New York where he enrolled and eventually dropped out of NYU. He bounced around – working at (and leaving or being fired from) two different start-ups and eventually ended up back in St. Louis feeling like a failure. But, his time home allowed him to study varied interests, from botanical illustration to massage therapy.
In 2005, San Francisco became the impetus for Dorsey’s creativity. Through a job at Odeo, a directory and search website for syndicated audio and video, Dorsey was able to partner with colleagues to brainstorm new computer programs. Odeo’s popular “hackathons” which allowed its programmers to work on anything they wanted, eventually gave way to the development of Twitter. A poster on the Y Combinator blog once commented that Twitter was “more of a discovery than an invention” and because of that reality, its precise origins are convoluted. That said, Dorsey was instrumental in its creation and success, along with a team of highly intelligent programmers and developers.
The fledgling Twitter needed to build buzz and awareness, so Dorsey and company used the South by Southwest festival to do just that. Twitter named six attendees who were enthusiastic tweets its “ambassadors,” and posted their messages on plasma screens in the lobby of the conference center. The stunt was insanely successful and paved the way for continued growth.
The beauty of Twitter is how much its basic interface lends itself to all sorts of purposes – uses unforeseen by Dorsey and its designers. And, every step of the way, Twitter has embraced its own evolutions, including retweeting, the @-reply and hastags.
“I believe fundamentally that the next Gloria Steinem, the next Ghandi, the next Martin Luther King – they’re out there and they’re actually using Twitter today. And our job is to insure that people find them.” -Jack Dorsey
Twitter’s beginnings were bumpy, and the management structure was innately flawed. Eventually, Dorsey left the company (he still retains the chairman title, but it’s somewhat ceremonial in nature) and began searching for a new problem to solve.
Genius struck when Jim McKelvey, a longtime friend of Dorsey’s, complained that he failed to sell a piece of glasswork to an overseas buyer because of credit card payment issues. Dorsey began to think of money as “commerce, which is conversation.” Together, they assembled a team; Dorsey focused on the software and McKelvey, the hardware. Soon, they had a prototype and were approaching investors…and Square was born.
Just four years after Square’s technology breakthrough (using the iPhone’s audio jack, rather than its patented dock connector to attach to phones), the company has been valued at $3.25 billion and IPO rumors are swirling. Dorsey has been able to shape Square into a company that he’s proud of, and one that is profiting off of his experience.
At 36, Jack Dorsey is strategically building his personal brand on a colorful Twitter and Square foundation. He’s thoughtful, deliberate and open-minded. He continues to act unconventionally – at a recent talk at Y Combinator’s annual startup school, Dorsey read from some of his favorite books and played music for the audience. And, in some ways, he’s a bit of an enigma – mentioning a possible run for mayor of New York and also enjoys riding the bus to work to be able to observe people’s interactions with technology and apps (via phones, tablets, etc.).
With so many accomplishments already in his repertoire, Dorsey still has immense potential ahead of him and it will be interesting to see is brand develop further with each new venture. Stay tuned, branding nerds!
# # #
Sources
“Jack Dorsey: The pride of St. Louis,” Fortune magazine, http://goo.gl/CGPVOS
“Jack Dorsey holds impromptu art and lifestyle symposium,” CNET.com, http://goo.gl/CUwWvI
“Two-Hit Wonder,” The New Yorker, http://goo.gl/5qB7qd
“20 Things About Jack Dorsey,” All Things D, http://goo.gl/fAUG8
“The Many Sides of Jack Dorsey,” WIRED, http://goo.gl/4vY6E
An Apple a Day...
So, it's no secret that we're fans of Apple at Addison Whitney, and today's keynote was no exception. There is something so intoxicating about the buzz surrounding these events, and we were very excited to see the latest news unfold.
Today's keynote had several announcements, but here are the highlights.
First up, two new iPhones (to completely replace the iPhone 5).
But, as impressive as the new products seem to be, I think we were most excited to learn when Apple's gorgeous new operating system, iOS 7 would be released to the public. Drum roll, please... next Wednesday, September 18!
In case you missed the keynote, feel free to watch it below.
What do you think about the new phones? And, their naming extensions (5C and 5S)? What do you think this means for Apple's brand moving forward/what impact do you think it has? We'd love to hear your thoughts!
The Latest Apple Buzz
WWDC.
Worldwide Developers Conference.
Why in the world would I care about a developer’s conference if I’m not a developer?
Well, did I mention that it’s Apple’s Worldwide Developers Conference? And that the keynote address was yesterday? And they unveiled yet another major operating system improvement (among other things)?
Okay, I've gotten ahead of myself: first, a little background on the WWDC. The Apple Worldwide Developers Conference (WWDC) gives developers an in-depth look at the latest in iOS and OS X. Developers can learn from and be inspired by more than 100 sessions led by Apple engineers, get help from Apple experts through an extensive set of hands-on labs, and connect with fellow developers from around the world, giving them the opportunity to create the best apps ever. The first WWDC is debatable – some say it was in 1983, others say it was later – but regardless of its origins, the WWDC has evolved into a buzz-worthy, tech-focused event.
And, you don’t have to be an Apple fanboy to appreciate it. A coworker and I tuned in to yesterday’s keynote while working on a project- we were most curious about the latest iOS, and what it would mean for our iPhones and iPads. Sure enough, and hour or so into the keynote, iOS 7 was unveiled.
Talk about building Apple’s brand.
At first, we were frustrated; after all, it took 76 minutes and 13 seconds to talk about an operating system used by so many more than Apple’s laptops and desktops. And, to be honest, we had our preconceptions. Both of us had done a little background research before watching. Rumors swirled around Apple’s iconography and color palette and we both were skeptical. No one likes change, and what we were reading was putting us off.
But, in true Apple fashion, we were wooed. The videos, the demos, the absolutely unbelievable attention to detail. By the end of the keynote, we were dying to know what devices would be able to upgrade, and most importantly, when.
There’s absolutely no doubt that the world misses Steve Jobs. There was something so poetic about him being on that stage- his passion, his excitement, his intellect, his charisma. And, there are some noticeable differences in Apple since his death – inconsistencies, a few branding missteps and a little less mojo.
But, most of us are still fascinated- curious about what’s to come and ready to be awed. Sure, we might notice the missteps and of course, we miss Steve, but also we know that Apple was and is his heart and soul, and the brand is strong because of the legacy of his passion.
In the end, Apple is a fantastic example of a brand that continues to evolve and grow, despite naysayers and challenges. The company captures our collective imagination and builds a technological world that pushes us forward.
So, just because I’m feeling nostalgic, the essence of Apple can still be best summed up in a famous narration from an old ad:
“Here's to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They're not fond of rules and they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can't do is ignore them, because they change things. They push the human race forward, and while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think that they can change the world, are the ones who do.”
[Listen to Steve narrate the ad here. Fun fact: the original narration was Richard Dreyfuss.]
Anyway, I’m giddy about updating my iPhone to iOS 7 in the fall, and even more so, I can’t wait to see what’s next. Feel like watching yesterday’s keynote? Check it out here.
Sources
“WWDC in detail.” Developer.Apple.com, http://goo.gl/MpJbe.
Netflix vs. Hulu vs. Amazon- A Streaming Showdown
Remember when you were limited to watching what was live on television? And the most you could record was on your VCR? Forget on-demand; you had to be home at a certain time if you wanted to catch a favorite show. Renting movies meant driving to your local Blockbuster or Hollywood Video, and even then, they didn’t always have what you were looking for.
Enter, Netflix: the first on the block to revolutionize the movie rental industry, followed years later by the likes of Hulu and Amazon Instant Video. These services have changed the game in both the movie and television industries, and watching their brands as they grow and evolve continues to be an interesting study in brand strategy.
Let’s take a closer look at each service, from its brand to the nitty-gritty details.
Netflix
Netflix was established in 1997 and started its subscription-based digital distribution service in 1999. By February 2007, Netflix announced its billionth DVD delivery and, as of April 2013, has 36.3 million subscribers worldwide, including 29.2 million U.S. subscribers. Subscriptions start at $7.99/month.
Netflix has built a strong brand history, with one infamous exception of Qwikster. In 2011, Netflix announced it was basically splitting in two: the new brand, Qwikster, would be the DVD-by-mail service, and the Netflix brand would be dedicated to streaming services only. Two brands, two bills, two websites = big headache. And the reaction from Netflix subscribers was acute. A few months later, they abandoned the Qwikster plan.
But, Netflix learned from its mistake and has spent the past two years growing its business for customers around the world, including the introduction of original programming.
Amazon Instant Video
This service started in 2006 as Amazon Unbox, became Amazon Video on Demand in 2008, and has since evolved into Amazon Instant Video with an estimated 10 million subscribers. What’s unique about this service is, it’s a perk of an Amazon Prime membership. For $79/year, customers get free two-day shipping on Amazon.com orders, access to Amazon Instant Video and a free Kindle book to borrow each month from a lending library.
There is an obvious amount of equity in the Amazon name, and it seems like Amazon’s strategy is to continue to build on its master brand.
Hulu Plus
Hulu was founded in 2007 as a subscription service offering TV shows, movies, webisodes and other new media from NBC, Fox, ABC, TBS and other networks and studios. As of April 2013, Hulu has an estimated 4 million users and subscriptions are $7.99/month.
The name and brand are very intentional, as Jason Kilar, Hulu’s CEO explains:
“In Mandarin, Hulu has two interesting meanings, each highly relevant to our mission. The primary meaning interested us because it is used in an ancient Chinese proverb that describes the Hulu as the holder of precious things. It literally translates to “gourd,” and in ancient times, the Hulu was hollowed out and used to hold precious things. The secondary meaning is “interactive recording.” We saw both definitions as appropriate bookends and highly relevant to the mission of Hulu.”
So, Who Wins?
There’s no short answer to this as each offers something a little different from the other.
Netflix wins for its massive library of movies and TV. But, it also wins for original content. House of Cards, featuring Kevin Spacey, and the return of Arrested Development have pushed Netflix ahead in this space.
Hulu wins from a TV perspective offering the most recent episodes of shows the fastest.
And Amazon wins for price and perks. It’s the least expensive of the three and who doesn’t love two-day shipping?
But who wins from a branding perspective? Netflix. Hands down. While we commend Hulu’s efforts, it’s got a long way to go, and Amazon Instant Video feels more like a perk of Prime than a stand-alone service.
That said, consumers ultimately win because all three offer a wide variety of viewing options and each service’s extensive device support satisfies our need for on-the-go options. Happy viewing!
Sources
“5 of the Best Streaming Media Services Compared,” Mashable.com, Christina Warren, http://goo.gl/FU4pp
“By The Numbers: Netflix subscribers,” Yahoo! News, AP, http://goo.gl/UV2EY
“Hulu Says Number of Paid Subscribers Has Doubled,” NewYorkTimes.com, Brian Stelter, http://goo.gl/YJJJF
“Amazon Has An Estimated 10 Million Members For Its Surprisingly Profitable Prime Club,” BusinessInsider.com, Owen Thomas, http://goo.gl/dXRNM
“What’s in a name?,” Hulu.com, Jason Kilar, http://goo.gl/g0phQ
The Future of Shopping: Coming Soon to a Store Near You
What would your ideal features be in a personal shopping assistant? Would smart, mobile, and informative be at the top of your list? Then you’re in luck, because last week IBM Research announced its plans to release a new mobile shopping application. It is currently being developed by research scientists at IBM’s lab in Haifa, Israel and plans on changing the way we shop in stores. The new mobile app will give consumers the same type of information they search for online when researching or comparing products but instead it will be delivered on their mobile devices while they shop inside stores.
Picture yourself standing in the cereal aisle of your local grocery store. You can’t quite decide which box of cereal to buy, but you know that you’re looking for something that is low in sugar, on sale, and has good reviews. This could be overwhelming, right? That is where IBM’s innovative shopping app will come in handy. Shoppers will be able to pull out their smart phone or tablets and use the camera to pan over products on the shelf, and the application will instantly display certain products based on shopper’s specific criteria. Upon downloading the app users will be able to create a profile of preferences that are important to them in potential products, including just about anything from price, quality, sodium content, biodegradable packaging, reviews, discounts, ingredients they wish to avoid, among many others. The app will then sort and recommend products based on the users profile. Consumers who download the app will also be able to opt-in to include information from their social networks, such as reviews or comments written by their friends about potential products.
To develop this new technology, IBM selected a team of research scientists with image processing expertise. The team developed algorithms to combine techniques used in facial recognition, color and shape matching, and associations with surrounding products for use in the app. Researchers are also taking into account the device’s camera angle and distance from a shelf when being used to help distinguish between products successfully. The research scientists even went so far as to create a mock supermarket in order to recognize various approaches and challenges involved when users go to use the app, including overcoming issues such as lighting, shadows, and reflections.
IBM Research also believes that the app will help retailers with their marketing strategy by giving them insight into consumer trends and what consumers are actively searching for on their trips in their stores. This in turn would allow retailers to offer shoppers product information, coupons, and suggested products that would be welcome by customers and keep them returning to their store. The application could also assist in helping retailers keep tabs on what is or isn’t on their shelves, organize their stores more efficiently, and manage what is on sale. The app is win-win for IBM who is hoping to strengthen their relationship with retailers.
"The idea of standing in an aisle in the supermarket and having your mobile device point out the gluten-free cookies you need can be a real time saver. This has the potential to completely change the shopping experience from one of hunting, reading, and searching to simply picking up those products you prefer." said Amnon Ribak, project leader for the application. IBM’s goal is to release the application by the end of this year. Until then you’ll just have to settle for shopping the old-fashioned way.
Contributed by Nicole Juliano
Google This and Google That
There are certain brands that fascinate me and I can never learn enough about them. Google is one of those brands. I recently finished Douglas Edwards’ book “I’m Feeling Lucky: The Confessions of Google Employee Number 59” and I can’t stop talking about it. Just ask my coworkers – it’s been Google does this and Google did that for about three weeks now.
The book is an interesting look into the company as it was first starting up until it went public. I love how Edwards lets us in on key meetings that determined how the tiniest of details would be presented first through the search engine and then through AdWords, Google News, etc. As a believer that a true brand lies in the details, I could not get enough of these insights.
In addition, the book talks a lot about Google’s culture and showcases examples of how the company brought that culture to life in its TGIF meetings, office space and decision making. As with many successful brands, the strong culture is the foundation for the Google brand and its distinct voice.
As Google’s first dedicated brand marketer, Edwards helped to build and set standards for one of today’s most iconic brands. While this is only one employee’s perspective, it is definitely worth adding this book to your “To Read” list.
Have you read it yet? Let us know what you thought.
Google’s Cover Band
Uh oh. Looks like Google Music showed up to the party wearing the same outfit as iTunes. Unfortunately for Google, the outfit looks better on iTunes. Not to mention Google brought the less attractive date (Google+).
For anyone who isn’t aware, Google recently launched its much anticipated digital music application, Google Music (original name, I know). Finally another music marketplace to rival iTunes – sounds great. But what makes Google Music different? Well, song costs are comparable to iTunes and the layout isn’t anything new. And unfortunately Google wasn’t able to get Warner Music Group to sign on the dotted line, which leaves a huge hole in their music offering (Cher, Cee Lo, Diddy, Green Day, Van Halen, to name a few). But Google knew all of this before launch, so I was curious to see how it would position itself in order to get consumers excited.
So what does make Google Music stand out? The short answer is: Nothing. After taking a look around the application, Google Music seems to be positioning itself as the “instant-anywhere, shareable music place.” It sounds accurate, but is it unique? Let's take a look.
- Instant-anywhere – This is no longer ownable. Although it’s extremely important, the ability to download songs and instantly listen on any device has become an expected feature. As a player 8 years late to the game, it’s unrealistic for Google Music to position itself around this idea.
- Shareable – This is a more interesting approach. iTunes is not known for being a social proponent, so there is some opportunity here. Google Music does have some cool share features; however, everything links to Google+, which has been a social wasteland since its launch. It also doesn’t help that Facebook’s strong partnership with Spotify seems to be changing the way people share and discover music.
All in all, Google Music isn’t giving consumers a strong enough reason to switch to their services - just an eerily similar alternative. They have a foundation, now they just need to find their niche and own it.