If you have been following the new items announcements at the IFA and CES shows more than the past years, you may perhaps have noticed the everlasting battle among the best brands in the high-tech sector to present the “World’s 1st… ” whatever new feature can be implemented in an electronic device. Lately yoursite.com has been all about the world’s very first bendable Tv, the world’s first curved Smartphone, the world’s initially connected washing machine, the world’s initial 8K screen, UHD OLED screen, and so on. Most of them are technologies that won’t make it to the common market place prior to numerous years.
You may well be asking yourself why these brands choose to reveal to their competitors what their future moves will be, on a market where acting fast and giving the competitors no time to adapt is key to hold the lead.
Don’t forget what happened when Samsung launched its 1st Galaxy S Smartphone back in 2010? Many of these who had seen an iPhone ahead of blamed them for generating a replica and not getting invented something. Now with the iPhone 6 and Apple watch it is Apple’s turn to be criticized for following the other brands with bigger screens and round edges. The factor is, early adopters and opinion leaders don’t want higher-tech brands to adhere to. They count on them to lead.
Seem as a pioneer brand and a technologies professional
So here’s what the corporations do. They show their target that they can stay ahead of the game thanks to technological achievements, by displaying cutting-edge merchandise, patents and ideas before everyone else, even if it will take years to make them offered on a big scale through mass-made, market place-ready items. The preferred result is to have the brand name connected with technological innovation, therefore producing prospects and possible customers expect wonderful points from that name in the future.
The effects of that tactic go even beyond building higher expectations for the future in the customers’ minds, it also makes them anticipate excellent points from the brand’s present goods – that definitely do not feature the technologies displayed – because quite a few assume that any item bearing the brand’s name is as great as the name itself. They assume each item lives up to the brand’s reputation, specifically the individuals who are not technology professionals and want to rely on safe and straightforward reference points when generating their purchase choice.
Acquire enormous media coverage
The net is crowded with hundreds of blogs and web sites craving for hot facts that will assist them expand and retain their tech-savvy readers pool, and absolutely nothing is much better at it than a breakthrough item with a science-fiction edge to pin at the prime of their newsfeed. Give them a bendable tablet screen, a round-shaped Smartwatch or a wireless charging protocol – even if it is just ongoing study – and they will all jump on the occasion to spread the news to their readers – and to the similar blogs who all follow them as well. When the Moto 360 watch by Motorola was announced earlier this year, it headlined the Google News High-Tech section for days, even though it wasn’t expected to come out just before six months and really tiny info had been unveiled, all thanks to the number of internet websites that shared the news.
New technologies that seem to offer you a sneak-peak into the future are suitable to produce buzz, which is really hard to provoke and even tougher to sustain and to monitor in terms of extent, target community and content. But when generated amongst the right communities, it tends to make the info spread more quickly and wider amongst the population by way of secondary channels – Social media, word of mouth, intra-community media – that improve the effect of traditional media.
Establish future standards
Lastly, when a new technologies challenges a wider business of interconnected products, as the HD video format did with the screen and optical disk markets, just as the UHD screen is undertaking correct now, producers attempt as early as doable to convince other business partners to comply with their lead, to establish future standards that will insure the widespread adoption of their technology.