Lately these days, all people are concerned about are the newest advances in technology that continually surface. All one hears is about the newest software updates, the newest features added to devices, and the newest innovative ideas. People believe often that new technology will just speak for itself and cause excitement within its consumers and the industry, but is that actually enough?
Ralph Jennings, reporter for Forbes, did a study of the Taiwanese phone company HTC. They sent him their newest phone to test for six months and then review it afterwards. He couldn’t even last three weeks… He sent it back, but not because of problems with the actual technology. The issue that he had with the product was the fact that HTC would not give him any information about the product. They just sent the phone to him to basically figure it out on his own. Even when he asked HTC specifically for more information, they would not supply it. Without this information, he wasn’t able to evaluate the product as a whole.
What HTC lacks in marketing skills. If they aren’t able to provide information to one person, how are they supposed to advertise their products to the masses? HTC does not advertise enough to persuade the consumer that their product is for them, so how do they expect to have significant sales that rival their competitors?
This case, in my opinion, demonstrates the fact that success does not just come from innovation within technology. Many other aspects of business come into the formation and selling of a successful product. One cannot be dependent on just the technological aspects of the product. I agree that it is all of the aspects surrounding a product that effect the success of a product, not just the technological view point.