How 3D printing may really reach the High Street?

There’s been a lot of noise about 3D printing and how this could become mainstream and ‘hit the High Street‘ but there’s clearly a lot of uncertainty as to how and when this may happen.

3D printing

The opportunities for 3D printing are vast and often nicely positioned as ‘the end of Made in China‘. I was amazed to see how far the technology has come and that objects as diverse and important as ‘human’ body organs through to a whole house. As someone who recently reviewed their personal investments 3D printing businesses have been articulated as ‘the next Microsoft or Apple’ potential – albeit with considerable risk until the marketers get it right.

The challenge for marketers as always will be to find the right proposition for the right target customer and then execute it brilliantly and quicker than the competition.

When it comes to ‘3D printers on the High Street’ I’m not sure that the best opportunity right now is in the supply of 3D printers for consumer use at home.

With one of the leading 3D printer suppliers iMakr offering best selling printers from £850 this is a big investment with the costs of printing materials on top. That’s a lot of money to reproduce the proverbial ‘missing spanner’. Like any new technology many potential customers will also be holding back for the 2nd & 3rd generation products.

So what opportunity could there be in the shorter term?

Well, it could lie in a disruptive form of product customisation and distribution on the High Street removing the need for expensive product shipping & logistics – even potentially taking on current e-commerce models such as Amazon.

My flash of inspiration bizarrely came when ordering a favourite milkshake from Shakeaway and got me thinking ‘if I can go to the High Street and customise my own drink’ why couldn’t similar places produce pretty much anything I like and have it customised and produced right in front of me with 3D printers?

I wouldn’t want or need a 3D printer at home and the economies of scale and physical size would allow a High Street presence to have much better printing capabilities.

Obviously logistics still plays a part. Would I want to go into a town and travel back or is the 3D printing capability actually at a Royal Mail depot?

Anyway, I’m pretty sure I won’t be buying a 3D printed ear, 3D printed house or even a 3D printer anytime soon but there are exciting opportunities here to create a disruptive new business model to offer consumers a compelling customised product offering.

But will it be next to Shakeaway on the High Street?

The only innovative smartphone for 2014?

If you’ve been keeping an eye on the latest and greatest mobile innovations from the 2014 Mobile World Congress in Barcelona you may be left a little disappointed and underwhelmed by what the big boys have had to show off.

Sure Samsung, Sony & Nokia have all announced new phones but these have generally been a simple improvement in specification and offering nothing innovative. Even Nokia’s bigger announcement of yet another OS seems to offer ‘Android without all the apps’.

However, the good news is that there is one great example of smartphone innovation and as is often the case it comes from a smaller business with a real focus on creating something disruptive based on better addressing customer needs.

YotaPhone 2

OK, you could argue the YotaPhone 2 which offers two screens – one traditional colour touchscreen and one e-ink touchscreen) is an evolution of last year’s product but it continues to demonstrate this company progressing fast creating a really innovative new product.

So why is the YotaPhone a good example of innovation?

  1. It addresses real customer needs not fully met by existing products – the inclusion of the e-ink screen not only addresses the issue of ‘battery drain’ but it also helps reduce eye fatigue for prolonged use and also helps with visibility when out in daylight.
  2. It is prepared to be bold and think differently about the solution – having two screens with different purposes is a completely unique proposition and helps create a clear brand and product offer for the YotaPhone.
  3. It is simple and well executed – in many ways the YotaPhone is simply an e-reader stuck to the back of a traditional smartphone. Of course, like all great innovations the beauty is in the quality of the execution and the YotaPhone 2 seems to have made great progress in this area both in the physical design and the user experience.

Will the YotaPhone2 become the world’s biggest selling smartphone? Probably not. There are still major marketing issues to be addressed including distribution and pricing.

However, which product at MWC makes me smile most and which company feels like it would be a good place to drive innovation? That would probably be Yota.

Sony letting their hair down – but will it get the chop?

As we look forward to all the new opportunities that the New Year will bring – some of the technological ones we will no doubt see at CES next week – it’s worth looking back at what we saw in 2013 and one of the more unusual developments I saw was from Sony who perhaps gaining a little more confidence seem to have let their hair down somewhat with the announcement of their SmartWig project.

Sony SmartWigThe growth in wearable technology is one of the hot development areas as hardware truly integrates with software to deliver exciting new user experiences.

However, the key for the successful businesses will be those that really focus and deliver a great user experience – and this gets even more important as the user actually wears the experience and it becomes part of them both physically and as a symbol of their personality.

This is a really exciting area for us marketers and one that opens up an interesting question in marketing philosophy – to what extent should you and how can you use customer research to develop your proposition?

Marketing textbook 101 that I was taught at college always focused on the need for extensive customer research to make sure you were delivering against core needs.

During the 15 years’ I’ve been developing new digital and mobile propositions I’ve always tried to adhere to this but often noted the challenge as to how to get customers to respond to something uniquely different like SmartWig that they have never previously considered.

Of course, on the other hand some such as Steve Jobs have taken a more direct to market approach believing that the company knows best and that if you create something simple and special enough then customers will learn to love it – and of course this route has proven successful on various occasions.

So as Sony and the various other manufacturers continue to develop exciting new wearable technology it will be interesting to see which find the right approach to involving customers in the development of their propositions and importantly to get the all important customer experience great.

As for me, I’m potentially up for a SmartWig but I’d probably want one that was a more sensible colour for work but could change colours to party at the weekends. It’s also probably partly due to helping keep my slightly receding hairline warmer :-).

Are you going to get plugged in?

Big news last week in the world of electric cars with BMW formally launching their new i3 fully electric car model.

David Hilton, Marketing DirectorI have to say – and my friends will probably laugh – but my first thoughts were that this actually looks pretty great and if I was looking for a new car then this could be a good option. Then a few minutes of rational thinking took hold and I realised the significant barriers that the governments and car industry need to overcome before we see the tipping point of mass adoption of electric cars.

The big picture in the UK is to get to 1.7m electric cars on the road in the UK by 2020 but at just 0.1% of UK car sales there is clearly a long way to go – even with the UK government subsidising each vehicle by £5000.

Certainly having the weight of BMW entering the market with the i3 will help make these vehicles more attractive to the more affluent and they will no doubt push big marketing investment behind it to help position their brand as innovative and in touch with consumer interest.

However, for sales of electric vehicles to really take off I suspect a few barriers still need to be addressed:

1 – Cost – the BMW i3 was actually more affordable than I thought at £25,680 including the government and even though these are well kitted including satellite navigation this is still a 14% premium on the BMW 116d SE that already does 68.9 mpg and unlimited range for those looking at fuel efficient options. The Nissan Leaf at £15,990 is 45% more expensive than a new Nissan Micra.

I think that one of the ways that the industry can help with electric car adoption is to review the car ownership options more towards monthly contract options like mobile phones aided by the ongoing fuel savings.

2 – Future proofing the technology – when spending money on a new car we all want it hold as much value in the future as possible. Electric cars – and specifically the ongoing battery developments – run the risk of becoming ‘old technology’ very quickly thus making the investment even more risky. Manufacturers like BMW need to offer a guarantee that future improved batteries will be made to fit the current car models so customers can benefit and upgrade to new battery technology as it matures.

Ideally there should be a global standard to create a new competitive industry for low cost and ever improving electric car batteries.

3 – Charging points - much investment has already gone into electric car charging points in major cities with Manchester launching 200 new points in July this year. However, at the moment many of them remain unused waiting for the build up in electric car ownership.

One key barrier for me was owning a Victorian house. Whilst very advanced in many ways the Victorians lacked the foresight of creating a parking space for my house. Without that I – any millions of others in the UK – have no way to easily and securely charge my vehicle whilst at home. Parking is always an issue in busy Victorian towns like Kingston but if councils provided one residential charging bay for each main street then this would help people like me that want to take the plunge into electric cars but simply can’t.

Meanwhile I will stick with my diesel car and use my bicycle to ease my environmental concerns.

More than words can say – a simple case of ‘less is more’

I found this interesting post by Tim Brown and comments on LinkedIn today about how best to manage simple communication across complex global businesses.

Marketing Director

It’s highlights the leadership imperative to continue to think about the best ways to share and spread communication around a complex global business. With so many ways now to communicate and with many business becoming increasingly geographically diverse it’s little wonder that even with all the latest digital technology the words ‘a communication breakdown’ continue to be said.

One of Tim’s points is that in relying so heavily on digital communication we’re losing the ability to communicate properly using other senses as per Peter Drucker’s teaching.

“The most important thing in communication is to hear what isn’t being said.” 
― Peter F. Drucker

However, as much as I’m a fan of simplicity I’m not so sure it’s as simple as having more ‘face time’ although having worked in a big Global business at Sony I’m sure that there is plenty more that companies can do to streamline video communication within core corporate communication channels such as email/intranets/social media, etc.

To me, one of the greatest communication complexities that companies need to manage is self-made – simply having too many projects & initiatives without a simple or well-managed structure/process to channel communication.

I’m sure we’ve all been to too many meetings, with too many participants that don’t really deliver results. Very few meetings I’ve been to recently have the old-school basics of clear action points/owners that are followed up on. We’ve all got way too many emails with large distribution lists making many irrelevant. New good systems like Salesforce.com are being introduced but seem to add an extra channel of communication on top of existing email/intranets and other internal reporting.

Quite simply beyond the wise words of Drucker I think the key to simplifying communication in many businesses is simply to have less of it and make sure it is simply and appropriately channeled.

1 – Fewer projects that are only focused on the key business priorities – less small/secret projects that have minor incremental benefits and complicate the big initiatives.

2 – Fewer meetings and internal communication channels – with participants limited to those necessary and guidelines for good practice engagement rewarded.

3 – Sharper project management and communication of action ownership & status for key work initiatives – it seems to have become ‘dated’ to manage meetings and projects with some of the discipline of old but done well it can seriously reduce the time spent wasted clarifying next steps after meetings.

4 – More ‘Face Time’ – both the physical and better integration of video into the selected business communication channels.

A simple case of ‘less is more’.

Nokia Lumia 1020 – cut to the right size?

I’m not the first to comment on Nokia’s recently announced exciting new Lumia 1020 handset but I think if it is to succeed in the market it will need to be a great case study of excellent product marketing in encouraging customers to change their existing behaviour.

Nokia Lumia 1020

For sure, looking at it simply they are going to win ‘the numbers game’ with a staggering 41MP camera out-trumping the Samsung Galaxy S4 13MP camera and the iPhone 5’s miserly 8MP shooter.

But who the needs a smartphone that takes such large images?

Of course the real answer is no-one and it’s purpose is really to act as a ‘post shoot’ zoom – allowing you to crop the photo to size on the subject you want whilst maintaining a high pixel count for printing. This avoids the need for a physical zoom lens which would add extra weight/size.

But this is where it gets a bit tricky because you’re expecting people to understand and change the way they have taken pictures in the past which is to ‘zoom and then snap’.

I’m a strong believer that a great user experience can be the source of competitive advantage and if Nokia can execute this brilliantly then they could really be onto something.

But what do they need to do to achieve this?

  1. Create an interesting new name to try and ‘own’ this key feature and benefit – something like ‘Sharp Zoom‘ if used creatively and consistently could help differentiate the offering from other brands
  2. An interesting and engaging marketing campaign to focus on the benefits of this clear point of difference – e.g ‘what would you cut to size?’
  3. Show off the competitive comparison with clear and compelling digital assests to highlight the image quality benefits of this feature vs. Samsung and Apple
  4. Simple and fast ‘zoom’ app user experience on the device itself – making it easy to crop, size and use for different formats such as online publishing and saving for printing

If the Lumia 1020’s is going to tempt a significant number of users to dump their iPhones or Android smartphones then it will really need to pull off some clear & simple marketing communications to get customers understanding why they would possibly want a 41MP smartphone.

Nest – technology marketing that is hot and cold

If ever there was a market for for one of the hottest/coolest (excuse the pun) technology propositions the Nest thermostat it is the UK. One minute it’s sunny and warm but the next (and actually most of the time) it’s cloudy and cold. So surely us Brits are target market for better managing the temperature of their home.

 

Image

 

How much cooler does this Nest thermostat look than the drab old white or grey plastic thermostat that you have hidden somewhere in your house?

And that’s the great thing about this. By offering a thermostat that is attractive to look at and with a very simple user experience it actually means that you will interact with the technology to help you better control the temperature in your home and hence reduce your energy costs. 

The problem that they are hitting on is that if you’re like me your current thermostat is so fiddly to use and hidden that you simply don’t bother meaning that your energy consumption is very inefficient.

Even better the Nest thermostat uses smart technology to learn how you like your home temperatures and can regulate accordingly and also allows you to manage remotely via the web. This really promises to change the behaviour of how you manage your home energy. 

This then is a great example of breakthrough innovation technology marketing.

  1. Find a real customer need – improve home energy control and costs
  2. Develop a breakthrough proposition – a learning thermostat that you want to use
  3. Focus on customer experience – design an elegant and easy to use product
  4. Get people excited to talk about it – judging by the reviews in the US clearly the media and early customers are very happy to recommend the Nest

You won’t be surprised that the designer of this great looking product (Tom Fadell) was also responsible for designing the iPod.

It’s another great example to all of us that aspire to developing winning technology propositions to focus on how we want the customer to engage with our product.

While I wait for this great product to come to the UK I’ll just have to hope it gets sunnier again soon.

 

 

 

Why customer experience is king in marketing

Many of us have experienced the excitement of launching what we believe to be the best and most innovative new digital and mobile propositions to the market.

Typically this would have included the creative challenge of turning a technical solution into a consumer friendly marketing proposition and communication – including the obligatory social media content to whip up the excitement levels with potential customers.

It would normally also include a rush to get it out of the door before your competition. Some of us would have also experienced this focus on speed rather than customer experience can have sub-optimal effects on our marketing success.

That was the case with the Jawbone Up when they first launched it in 2011 but whose success was quickly brought to a halt by soaring product returns and customer complaints due to the technology in the wristband breaking.

Jawbone quickly and bravely withdrew the product from the market – providing full refunds for all customers that had bought it – and went back to the drawing board to create a much improved customer experience.

Not only have they completely redesigned the technology of the product on the inside but they have also been busy making sure that the app and digital content it provides are really slick and a delight to use.

Well I believe that Jawbone are about to prove that an absolute focus on providing a fantastic consumer experience will ultimately win the day in market success. It may have proven to take longer and cost more than originally planned but in the medium term I think it will be the best thing they could have done to continue to build their brand reputation and ongoing commercial success.

Not only that but their dedication to creating such a great experience provides the quality of stories and digital content that marketers love to have to drive social engagement.

We all want to emulate some of Apple’s success and I believe it is their own focus on delivering the ultimate customer experience (think original iPod click wheel rather than iOS6 maps) that has been pivotal. It’s using and sharing our experiences of their products that has had a more profound impact than their advertising or social media activity.

Jawbone look set to provide the most elegant and fun way to track your sleeping, diet and exercise – and it will be the great experience that will really get it’s customers talking.

E.ON – the wrong time to stop innovating!

I don’t think there is ever a good time to stop innovating – in fact I believe it is a core value to drive innovation on a daily basis for all successful businesses.

So I was amazed to see that E.ON – one of the UK’s leading energy suppliers – is to close its innovation arm.

Energy brands are often viewed as a commodity service and consumers are encouraged to switch suppliers based on the latest price deals – especially true when their prices are regularly increased as they are at the moment.

This is exactly when innovation needs to play it’s part by adding new value to customers.

Surely there are lots of opportunities for E.ON to help us change our consumer behaviour and usage of energy. Not just in providing innovations such as renewable energies and services that make our energy usage more efficient but also in amazing general customer service and marketing initiatives that create more valued & loyal customer relationships.

I’m sure that E.ON will say something like ‘innovation is core in our business and doesn’t need a separate business unit’ but from my experience a company as large and important as E.ON this is not enough to deliver the big changes that are possible.

At at time when there are a number of small businesses developing interesting new energy propositions such as the Nest learning thermostat in the US the big energy suppliers – like the big telcos before them – run the risk of becoming even more like a ‘price led commodity’ than ever before.

Still, all the time energy suppliers are able to set and follow their competitor prices in a ‘near-cartel’ fashion maybe they are content not to take the risk and effort to invest in innovation and simply suck-up the almost guaranteed profits that the sector provides.

I hope this is not about the lack of value of innovation to energy companies but perhaps more to do with their ability to harness and execute it properly in the business.