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.

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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.

Getting physical – the best way to engage

As highlighted in some of my earlier posts I am really excited about the opportunities new technologies allow smart companies to provide a greater experience of interaction with their customers – in essence creating the hallowed ‘greater engagement’ through gestures and physical interaction.

This new app from Bump allows you to simply share your photos between users simply by tapping your smartphones together. Not only that, you can store them on your computer by simply tapping your phone on the spacebar.

No more digging out the cables. No more hooking up the WiFi. No more uploading & downloading. Simply tap the two together and your photos will be easily sent across.

This is not about replacing Instagram and Facebook that have their own great photo sharing benefits for those far and wide. It’s about providing another simple way to address the need for an instant and physical share of the photo.

The new breed of smartphones with ever improving accelerometers and NFC will allow us to take this physical interaction with your brand to new levels as Barclaycard’s current PayTag campaign reminds us.

There are many benefits to this more physical gesture approach. Not only is it normally more simple that finding your way through a string of menus but we know that physical interaction is normally a fun and enjoyable experience.

As a marketer it allows us to focus on creating a more emotional connection with your brand and service. We know that if well executed this is a strong driver of brand satisfaction and desire.

There are many ways that we can look to use this and create more physical engagement with our customers.

Recently I have been asked by a couple of marketing agencies to think about the new opportunities for brands to connect with consumers and store staff using the emerging mobile and digital technologies. Needless to say that many include a simple and fun physical interaction that delivers a much richer benefit.

Of course these are still early days but a great time for you to plough a little investment of budget and time to think about ways that you could put more smiles on your customers’ faces by creating a valued physical interaction with your brand.

In the meantime, if you want another opportunity maybe it’s a good time to invest in companies that produce mobile phone screens. 🙂