Implementing a strategy to better inform customers about specific differences between one’s product and a product manufactured by a competitor includes a tacit agreement to compete to be the best. ISVs should carefully consider the ramifications before implementing this strategy. With the exception of clones and direct copies, no two products are the same, nor are they ever targeted at the same consumer. So this strategy may not pay off as expected.
Anyone visiting Microsoft.com recently will notice a number of direct comparisons between the Surface Pro 3 and Apple’s MacBook Air, and the soon-to-be-released (this writer, who owns a Windows Phone 8.0 Nokia Lumia 925, would hope) Cortana personal assistant and Apple’s Siri. The underlying premise supporting this type of marketing communications is product equivalence. The Surface Pro 3 and the MacBook Air are two versions of the same solution, as are Cortana and Siri.
But, we argue, this underlying premise is a fallacy. Dr. Michael Porter has written about this competitive approach, and unfavorably. Dr. Porter’s ideas on the topic have received commentary in this blog before, so there is no need to revisit them. It may suffice to simply equate this approach with a “zero sum game”. One competitor wins everything, while rivals receive nothing at all. When the results are combined, the total is a zero — no one really wins.
One may argue this effort has a highly successful ancestor — the television ad campaign Apple undertook in the first year or two of the new century. This campaign purported to be a competitive comparison between Mac and PC, albeit in the form of two personae — one guy representing the Mac, and another, stiffer, bespectacled, stouter, more formal guy representing the PC. Regrettably, this argument doesn’t work.
The ad is actually a caricature of the “head to head” product comparison communications method. The subtle suggestion, of course, points back to the presumed male viewing the ad, to whom a question will likely appear (seemingly out of the blue), “do I want to be the Mac, or do I want to be the PC?”.
Unfortunately, the comparisons on Microsoft.com do not possess this same subtly and can only be construed as direct product to product comparisons. In the opinion of this writer, they are not likely to be persuasive and, even if they are, they will not likely lead to a lot more profitable sales.
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