Last week I met up with a product engineer for lunch. His company is producing Android phones, and somehow their latest product is suffering from the lack of public interest.
“People seem to prefer the sleeker iPhone over our product. How could we compete with the likes of iPhone with this product design? It’ll never get bought in stores,” he ranted.
Well, I’m not a fan of Apple products (my apologies Apple fanboys/fangirls), they may have good looks, but they just lack the features I’m looking for. To me, Apple over engineered the looks, in expense of features.
He then showed me a sample of their latest product. In all my honesty, indeed, the product designers could have done a better job. His concerns about the marketability of this product is real.
The phone’s firmware though, felt remarkably snappy; hardware is reasonably well equipped – NFC, dual-core SoC, 802.11n, SiRF III, 2GB RAM etc. He agreed, if not for the physical design, the product would sell very well in the market.
“Why not improve the product design?” I suggested.
The enclosure injection molds were already bought, changing the molds would be extremely costly to be practical. While the engineering team is currently trying to trim down the thickness of the phone, although it is definitely helpful, in my opinion is perhaps not enough to capture the hearts of consumers.
“We did a lot. We’ve fixed the occasional lock-ups in the kernel, zip-aligned the executables to conserve memory, and improved the UI architecture. But no, the response is still disappointing. Is this product not good enough? In the end consumers are all after the looks,” he replied.
In other words, they fixed the bugs and glitches.
“I’m pretty sure the situation will be worse if the lock-ups were not fixed. Have you tried adding magnesium finishing and companion accessories to make the phone look good? Man, even old cars could look good with the right body-kit and paint job.”
“It’s no use. Once they remove the accessories, they’ll be turned-off by the design. Even you are all about the looks, this phone will never sell,” he argued, as if the world, including me, had turned against him.
What he have yet to understand is the fact that in the market full of competitors, what does the product has to offer to stand out from the rest? I agree, the product indeed have competitive features – but to find a consumer that only looks for features is pretty rare; if the company plans to only sell their products to niche markets, that’s fine – but if they wanted to sell to the mass market, they have to change their strategy.
Little did he think about users bringing out their product and comparing with other products – will they be confident enough to state their phone is better than others? Is it worth an investment to buy a product from a company with no intention of putting all possible effort in improving the physical design of the product?
As a user, if he is given a chance to choose between a bunch of sleek phones, and his product as it is, will he choose his product? Reality is people almost definitely go for the looks first, with accessories or not, then understand the features; even if the phone doesn’t look anything special at all without the accessories, it has the potential to look good, as well as the features to keep the attention – it’s a keeper.
Perhaps not all consumers think this way, especially Apple fanboys (whoops!). But there are Android fans out there, this product has potential.
