The higher and more immediate the impact of the launch is with the target population of consumers, the more effective the product launch will be in establishing market dominance with a growing majority of the public (Burgelman et al. 2008; Kapp 2009).
The brand and product message will focus on the streamlining of life through the assistance of technology -- the emphasis on both the technological and luxury aspects of the product are essential to the launch and to attracting the attention and the support of the initial target market (Pride & Ferrell 2004). As the target population is by definition one already engaged with new technologies and has developed an acute appreciation for the sense of luxury and the image innovations provide, this message should be highly effective. This will also have an effect on the advertising media used; for the initial product launch and immediate advertising campaign, emerging technologies such as short embedded video commercials and direct-to-smartphone advertising (possibly through the various "app" market places and/or vendors) would be likely to directly reach the target market.
Traditional media advertising will also be utilized to some extent, but to a very minimal degree due to reasons of both cost and impact. Using emerging media for a product marketed specifically as the next wave of technological innovation creates a situation where the context and the media itself reinforces the advertising message, especially...
Smartphones and the Great Digital Divide Even though 44% of African-Americans and Latinos own a smartphone while only 30% of White, non-Hispanics do, many people contend that this isn't really closing the great digital divide because African-Americans and Latinos use their smartphones more for entertainment than empowerment. Build an argument to support the previous statement. One can in fact argue that while more minority persons own a smartphone than Caucasian individuals, one
NFC is going to revolutionize the smartphone as an e-commerce platform. Conclusion The proliferation of smartphones continues to lead to exceptional growth of application development across all platforms, with Android being the clear leader in the last six months of development. The decision to make the platform and source code both open have contributed to Google quickly overtaking Apple and their iPhone OS operating system in terms of market share. It
This section of the paper is providing the disadvantages of smart phones and tablets technology for the employees working in private and government organizations. a. Cost Undoubtedly, the biggest disadvantage of smart phones and tablets technology is the cost as compared to the standard mobile phones. Since, it has been examined that the cost of smart phones is more upfront as compared to the less than about a third of such
Smartphone marketing, ACME Smartphone Marketing Plan Marketing Proposal: Smartphone Palm Computing, Inc., released the Palm Pilot 1000 and 5000 in March 1996, in a technological climate that had weathered much disillusionment with handheld computing, owing largely to the unfortunate blunders in marketing the overhyped Newton Message Pad. The Palm Pilot, soon to have the word "Pilot" dropped from its name due to legal infringement on the Pilot Pen company's trademark, had a different
Smartphone Market Environmental Analysis Wireless technologies, hardware platforms and the operating systems enabling them are the most disruptive series of innovations influencing how people, companies, organizations and entire nations communicate (Bradley, 2010). Leading this transformation is the continual developments in operating systems and applications that are making enterprise application-level functionality available on smartphones and tablet PCs at an increasing rate. Microsoft and their Windows Mobile operating system and their recently announced
Smart Phone Pricing and Distribution Channel Analysis The pricing strategies and tactics of innovative products including smart phones more effectively and clearly define their position in a market compared to another other strategy including marketing and advertising (Piercy, Cravens, Lane, 2010). The decision to pursue a specific pricing strategy will have a long-term impact on how the value of the smartphone is perceived by customers, and will also impact how elastic
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