The Fidelity Trap

iPhone has  less than 3% of the market share of the total mobile phone market but is the reason for the higher churn among mobile subscribers. None really lived up to their title. Verizon Wireless saw its new subscribers additions shrink past quarter compared to past year numbers. Customers either chose AT&T for its iPhone … Continue reading The Fidelity Trap

The Long and the Short of Fidelity and Convenience Traps

In introducing the concept of Fidelity and Convenience Traps, I wrote that traps are where a firm is stuck in when its strategy and innovation are aligned with one factor while the market as a whole prefers another. These traps are a result of relatively stable preference (stable over a longer period of time)  of … Continue reading The Long and the Short of Fidelity and Convenience Traps

There is Nothing New in Marketing Except Catch Phrases

Marketing is about segmentation and targeting there is nothing more to it. Segmentation is recognizing that different people buy different products for different reasons and  finding those reasons, occasions, usage scenarios and hence what the customer is willing to pay for. Targeting is delivering versions that meets those reasons and customer’s willingness to pay. I … Continue reading There is Nothing New in Marketing Except Catch Phrases