Technology in search of a problem.
I was reading an article in Technology Review (subscription required) recently, and came across this article about how Microsoft's Janus technology was going to rock the digital music world. My immediate reaction: It is so wrong. Totally.
Why? Because this article seems to describe technology in search of a problem. It states that the solution is Microsoft's Janus software, which Microsoft itself has been promoting since June 2004. Yet, the vendors who plan to offer this solution can't craft a simple marketing message that describes why consumers should buy it in January 2005. Worse, one service provider says they aren't even interested, saying "We're not going to advertise this feature. It's something that will take time for consumers to grasp."
With promoters like these, it's going to take a lot longer than these vendors think. It's the job of the vendor, not the user, to describe why people should want their service. If they aren't even trying, that's the kiss of death. With marketers like these, who needs competitors?
Why? Because this article seems to describe technology in search of a problem. It states that the solution is Microsoft's Janus software, which Microsoft itself has been promoting since June 2004. Yet, the vendors who plan to offer this solution can't craft a simple marketing message that describes why consumers should buy it in January 2005. Worse, one service provider says they aren't even interested, saying "We're not going to advertise this feature. It's something that will take time for consumers to grasp."
With promoters like these, it's going to take a lot longer than these vendors think. It's the job of the vendor, not the user, to describe why people should want their service. If they aren't even trying, that's the kiss of death. With marketers like these, who needs competitors?
posted by Carl Howe at
6:15 PM
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