iPhone vs. ?
November 29th, 2007
So AdWeek ran an article yesterday entitled, “T-Mobile Goes After the iPhone,” which talks about how T-Mobile’s new phone, called Shadow, is a new offering that’s “being likened to a less-expensive version of the iPhone.”
First of all, AdWeek, nowhere on the T-Mobile site or in the article does it say that Shadow is their answer to the iPhone – the Senior Research Analyst at consultancy IDC does. And he’s smoking crack. The only similarity between the two is that they are phones. To try and compare the two is like saying the Kia Rio is a less-expensive version of the BMW Z8 because they are both cars and have brakes, an engine and wheels.
Seesh.
So here’s the rest of my rant: Just like you can’t out-Google Google, you can’t out Apple Apple. So instead of phone companies trying to create an iPhone killer, they should be concentrating on themselves. As Cordell always says, “Your competition isn’t the guy down the street. Your competition is life.” What makes the great brands great? They are industry disruptors. They don’t compete with anyone except themselves.
So don’t “go after” anybody. That’s stupid. That’s right, I said “stupid.”
(Insert big sigh here.)
Other posts by Spike.
Tom B says:
Didn’t Jobs say 7-8 years ago that he wasn’t “going after” anybody; he just wanted to create the world’s best computers? Of course, I am sure he was happy to blow past Dell and IBM in market cap….
November 29th, 2007 at 8:38 amMichael Linehan says:
A great example, a great comment, and a brilliant marketing lesson for just about anyone. (I’ve passed the url to a bunch of my clients.)
November 29th, 2007 at 12:54 pmThanks.
Spike says:
Tom - I believe he did.
Michael - Aww, don’t make me blush.
November 29th, 2007 at 1:42 pmBurke Franklin says:
Yes, a good lesson in marketing. It’s very distracting to follow your competitors — takes your eye off of your customers and solving their problems. We found the same thing in business plan software… our competitors are actually imitating us, we pay attention to the investors and entrepreneurs who need capital — much more interesting and useful than worrying about the wannabes. We have our own magic to deploy. Good reminder!
November 29th, 2007 at 5:56 pmstephenie says:
You know me - the iPhone loyalist… I couldn’t agree more! Worry about what you do and do it to the best of your ability. Stop watching what everyone else does - Apple does that which is why they are successful and innovative. Time to find your own creative voice instead of immitating others!
December 3rd, 2007 at 10:01 am