Uber and NASA: Blue Ocean Strategy with a Click

Here is another market-disruptive initiative from Uber as it partnered with NASA, with a plan to launch “flying taxi” called UberAir. That’s right! Combining software expertise of Uber and Hardware expertise of NASA, it looks like a perfect marriage to enter into the untouched market of this unique service. Uber would be planning for low altitude flying vehicles capable of making vertical take-off and landing. It would provide this unique “air taxi” services on demand, as if you are calling for an Uber-ride by clicking on your app, with the difference that you just want it over air. They are also planning to make it competitively priced for its customers. The trial is expected to start by 2020 in the USA, and the company hoped that it would be fully operational in selected cities by 2028.

terrafugiaBeing a pioneer in ride-sharing services, Uber is continuously differentiating itself with unique and innovative ideas. It is no wonder that the company has envisioned a blue ocean that it can successfully enter and grow, enabling itself with necessary resources and capabilities. The branding efforts are huge and something to learn from. However, the availability of technology and commercialization of the same would eventually challenge Uber as flying cars like Terrafugia and Airbus Pop.Up  would be commercially available for other competing fleets. It looks like the early entrants with right mix of branding efforts would take the market lead. Let us wait for the new frontier to open and see who wins the race.

(photo credit: http://www.terrafugia.com)

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Is Tesla leading the creative disruption in car industry?

Electric car has not been a new concept of this century at all, though Tesla revolutionized the idea with the inception of its highway-legal practical electric cars that can drive over 250 kilometers per charge. Toyota Prius has been experimenting with this segment though, but no sign was evident that they wanted to make it the mainstream highway vehicle. With its aggressive strategy led by Elon Musk, supported by the enabling environment of stricter government regulations about emission and concern for sustainability of fossil-fuel vehicles, Tesla has been able to wake up the rest of the car-makers and let them jump into this bandwagon.

Consequently, Toyota is now asserting that they will phase out all gasoline vehicle models by 2050. Paris will get rid of all gasoline vehicles by 2030. Germany has already passed a non-binding resolution that all gasoline engines be banned by 2030. It all means that the days of petrol and diesel engines are already marked. In this backdrop, Tesla can be considered as a leading disruptor who inspired others to follow the suit. And definitely, every car manufacturer will eventually adopt and enhance this technology for better. Just like market-resilience is a pre-requisite of survival in a competitive world, so is the technology-resilience. It is time to see who adopts and hones this technology for better and grab a better market share.

 

tesla

(photo credit: http://www.tesla.com)

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Artificial Intelligence in Customer Service: A Way to Go!

Artificial Intelligence (AI) has tremendous potential to be used in customer service. In broad spectrum, two modes of this tech infusion can be seen as of today. First one may include customer service robots, along with automated customer service care-sites that can generate customer solutions based on pre-assigned algorithm. Another avenue could be the human agents assisted by AI assets. The good news is that both of these are actually happening now. Customer service care-sites mapped with solutions for repetitive customer complaints are not new. However, the sophistication over time is amazing. Uber has its own AI lab to enhance customer experience that is already being created by using intelligent network.  Google is planning for robot-assisted surgeries. And there are more! Online Chatbots are taking care of many types of customer services like returns and refunds that are reducing customer care costs. With Big Data and analytics taking over intuitive decision-making, full-fledged AI-based customer service will be a reality soon. What do you think?

 

 

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Is Quality at the Center-point of Branding?

Quality ensures performance, which ultimately plays an important role in creating unique identity that we call “Brand”. Performance, on the other hand, does not merely depend on the quality hardware and parts, but also the way the goods (and services) are “designed” or assembled/sequenced in order to deliver a superior experience, leading to perceived excellence in performance.

However, the equation is not as easy as it seems. The technical quality and perceived quality may not be the same always. In many cases, consumers may not be able to objectively assess the level of technical quality, while they only experience the quality that they perceive to exist in a brand. On top of that, the level of price may also play a big role in signaling quality, oftentimes customers assuming that high priced products are always of better quality.

There is no point to argue whether customers’ perception(s) is technically correct or not, it is about how the actual positioning has taken place that matters at the end of the day. In a competitive world as it evolves, no single sure-fire way of communication can guarantee that a targeted image can be created, rather it takes a collection of techniques and executions that would lead to a perceived image that equals the brand promoter’s target. On top of that, as the number of competing brands increases, nobody can survive without ensuring the minimum and acceptable level of quality to customers. It appears that, the competition is not between bad and good brands anymore; it is among good, better and best brands as are defined by customers. What do you think?

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Smart Speakers are Heating Up!

No, it’s not the smart speaker as hardware, but it is the market that is showing some interesting developments across the board. It is expected that, by 2022, the smart speaker market would reach US$5.5 billion (source). Starting with already popular Amazon Echo (since 2014), followed by Google Home (in 2016), smart speakers could be the most talked about tech gadget this year. Guess who’s next? It is Apple HomePod (coming up in December, 2017) that would probably arrive with some breakthrough specs, asking for more than double the price of Amazon Echo and Google Home.

Smart speakers are holding some bright promises in our virtual life. With net-connected speakers working as your voice-driven online search vehicles as well as music stations, it is taking many of our on-net activities by freeing our hands and engaging us in a voice-interactive way. What’s more, Amazon Echo can be integrated with so many smart home apps like voice activated household switches and what not! On the other hand, Google Home is also competing in this segment with search and music services, along with more functionalities that are on the way. Surprisingly, Apple Homepod has a unique design that is different from the rest of the crowd. Like other smart speakers, it uses AI (artificial intelligence), however, it goes an extra mile by making the sound adaptive to your room! So Homepods are likely to sound great, with clearer and crispier sound no matter whether they are played in big or small rooms.

And the surprises are not over yet. Facebook is planning to ride this speaker bandwagon by offering a smart speaker in 2018, coming with an integrated touch screen that can also act as our visual workstation. Oh, did Amazon Echo Show just do that by offering its speakers with an integrated screen? What a pre-emption! It would be interesting to see who will ultimately win this race of offering big and bigger ideas for our future virtual needs.

amazon-echo

photo credit: amazon.com

(Disclaimer: this post is merely an observation of a market phenomenon. It does not imply or sponsor any endorsement for any specific brand).

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Mobile Phone Batteries Need to Show Some Innovation

Considering the kind of innovation and advancement that we have seen in mobile phone technologies during the last decade, the same pace may not be seen for mobile phone batteries. Although some considerable developments could be observed, the innovation might not be practically visible at the consumer end. The fact is, there are innovations and improvements in mobile phone batteries, but the gadgets have become increasingly powerful and power-hungry, projecting a perception that mobile phone batteries are destined to drain out in a day or less. Until more powerful batteries can be manufactured, many producers invested in research on reducing the power consumption while attempting to keep the functionalities at par or above the competitors. For example, these R&D efforts resulted in less power consuming yet more vivid Amoled display, production of more power-efficient chips, optimization of software design, and so on.

However, recent research clearly indicates that the battery design is about to see a breakthrough soon. Transiting from Li-ion to Li-polymer, and now graduating to Li-air and Nano-tech batteries, future batteries may revolutionize the way we charge and use the capacity of those batteries. The future depends on how tech companies would invest in and adopt these novel technologies and change consumers’ experience of mobile phones to a “wow” level .

 

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Failing Upwards!

Failing, this could be in your career or the brand that you manage, is not an end in itself. Some people would take it as a point where they would fall down further, putting themselves in isolation from the core competition and give up. But the smart ones would take lessons from it and do not repeat the mistake.  They would take it as an opportunity to grow and outsmart others. Failing could be your stepping stone to a bigger success! Check this forum (click here)  where startup founders are talking about their mistakes, so that they can learn their lessons and grow fast. In fact, many entrepreneurs have stepped on the their success paths based on past failures. Similarly, if Elon Musk were not ambitious enough to breakthrough with re-usable rockets, Space-X project would not be here today without learning from past failures.

The bottom line is, while we don’t want failures in our lives, a few inevitable ones would actually surface up as blessing if we know how to capitalize on the learning that ensue from it. It appears that a positive and learning attitude towards failures would immensely contribute to future growth.

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A Tale of Brand Loyalty

This is only one side of the tale, so you tell me about other sides!

This side tells me that brand loyalty is becoming elusive as markets are becoming hyper-competitive. That could be an excuse because that means we are not pro-active in a hyper-competitive market and letting others take our customers away by offering something new that we were shy of offering in the first place. We love to copy market offers, paste it in customers’ minds, hoping that we would beat the competition by focusing on competition and not on customers! And that’s how we lose focus on customers and chase the competition. When disloyal customers are frequently rewarded, loyalty would be seen as an act of foolishness by customers. So brands are putting themselves in this vicious cycle and making their stories attractive to disloyal customers.

How about making the first move first? Without copy-pasting the market offers, why can’t we act like brand leaders and stay upfront when it comes to retaining our loyal customers? The market is actually as big as our thoughts. If we fail to think big, we will end up having petty markets.

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What Facebook Means by Re-booting Globalization: Part I

In a recent essay on redefining globalization, Mark  Zuckerberg cautioned that globalization was something that was considered normal by people and governments across countries, are now being increasingly seen and used that contradicts the very outcome of globalization. Instead of connecting societies across the world, policies are most likely resulting in isolation, inequitable distribution of wealth and increase in poverty. At the initial stage, he planned to visit all the states in his home country and make people aware of the issue.

Does it sound like he is panicked by apparent anti-globalization policy of the current administration, or Britain’s voting to quit the European Union? In fact, he openly denied such connection. But rumors know no bound. According to an article by Huffington Post, Zuckerberg could be a presidential candidate in 2020 or 2024. Others disagree. The new essay is simply a revised manifesto of creating a connected world through strong global communities. In the backdrop of recent political events, he might have just felt that the previous manifesto needed to be re-asserted with stronger emphasis. Here is the essay you might be interested to read (Click).

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