Lesson 1: Be a great generalist, be a great unitasker or be gone.
The tablet market best describes this lesson.
Apple owns the general tablet market with iPad.
For e-book readers, Amazon’s e-ink Kindle line represents one example of a product offering good value (starting at USD $79) for a very constrained list of functions.
There remains room in the current marketplace for additional unitasking tablets, but I’m not convinced I saw them at CES this year.
The Samsung Galaxy Note might be such a device. But probably isn’t.
Let’s dig deeper.
Apple’s iPad, for better or worse, owns the generalist tablet market. This is not to say other general purpose tablets can’t be successful in the market. The Samsung Galaxy Tab 7 has great appeal, for example, even though it hasn’t won huge market share. The 7 is probably the most capable under-appreciated product on sale right now.
What I am saying is that the ship has sailed for mindshare for the first generation of general use tablets. Apple 1, Rest of Marketplace Zero.
If Microsoft expects their new generation of Windows 8 tablets to succeed, they need to innovate fast. Like Google, Microsoft sets an OS standard and has little control over the hardware their partners offer on their platform. Android competitors cannibalize one another all the while funneling cash to Google’s maw.
Microsoft will need to out-Google Google to make a general purpose Windows 8 tablet more attractive to an existing Android tablet-buying audience. Oh wait. That hasn’t taken off. Scratch that.
Microsoft will need to out-Apple Apple to make a general purpose Windows 8 tablet more attractive to an existing iPad-buying audience. Oh wait. That’s improbable. Scratch that.
Microsoft must create their own market by executing phenomenally on what a Windows 8 tablet should be (whatever that is). Or in an alternate reality, Microsoft must create an OS that offers hardware partners the latitude to deliver it to market at a phenomenally low price. In this scenario, some bad behavior or shortcomings might be overlooked on the back of perceived value (see Amazon Fire).
Absent a generalist approach, a purpose built one-task wonder can succeed. It must do what it does phenomenally well and at a right price for its market. I mentioned Amazon’s e-ink Kindle line earlier, but let’s look at an entirely different slant.
A more mature product of also-called-tablets exists in the form of Wacom’s fabulous input devices. This is a company that knows its niche market incredibly well and continues to innovate for its market. The product performs its role well, and is priced right for its audience.
Wacom lives this mantra—they are working hard to get their devices right and haven’t rested on their laurels.
Products that innovate, execute well and are priced right have a chance. Everything else, see dust bin.
This is the first in a three-part series about lessons learned from this year’s International Consumer Electronics Show (CES).
Lesson 2: Glitzy tech sizzles, but ecosystems sell »
Lesson 3: Great design still matters »
