Posts Tagged ‘Intel’

WOM Lessons of Windows on Intel Mac

As I predicted, it happened. I won’t rehash
the thousands of blog posts on the subject of running
Windows on the Intel Mac. For those who haven’t
heard, and for the record, Apple announced yesterday
an official version of a program that allows Windows
to run on the newer Macs with Intel chips and they
announced that it will be built into the next update
of their operating system.

Thousands of blog posts
were instantly posted yesterday. The announcement
made the front page of the New York Times and the
front page of the second section of the Wall Street
Journal today. All of this despite the fact that
Apple virtually hid the announcement: no usual big
splash, not on the home page of their web site, buried
in their web site. This, despite the fact that it’s
one of the biggest announcements in the computer
industry in the last decade.

The reason I’m talking about it here is because
it illustrates many word of mouth and other marketing
principles, and allows us to make many predictions.

As I’ve said before here and here, there is a huge disconnect
between the word of mouth for Macs and their actual
sales. Only about 2.6% of business users use Macs.
But more than half of them say that they would switch
to Macs if they could do so painlessly.

This illustrates the principle that word of mouth
is not enough. Word of mouth is only powerful because
it gets people past the decision blocks that conventional
marketing is not effective with. Issues having to
do with experience, credibility, simplification,
subtle interpretation, reassurance, encouragement
and real-world practical nuts and bolts. Advertising,
sales people and other conventional marketing methods
do not work very well on marketing blocks that involve
these issues. Friends, colleagues, experts and advisers
are much more helpful in these areas.

Now, there is a gradual way to switch to the Mac,
as I’ve described in previous posts.

My analysis of the Mac decision map has revealed
many blocks. The biggest one is the lack of a way
to try OS X and to switch to it gradually. This new
development is important because it wipes out these
blocks.

Word of mouth ultimately wins. Blatantly inferior
products like Windows, GM and Ford cars, AT&T
and Verizon long distance telephone service ultimately
lose because information transmitted independently
through word of mouth will ultimately overwhelm (in
both credibility and quantity) slick ads. It doesn’t
matter how big the company is. Especially when those
ads are insulting to customers. (For instance, depicting
them as dinosaurs, as Microsoft does.) These were,
and are, the largest companies in the world. It doesn’t
matter. Google may be headed in the same direction.
People love telling other people about new and better
search engines, and the cost for switching is very
low. For instance, ask.com and accoona.com have been
mentioned to me many times in the last week and I’m
actively trying them out, even though I love Google.

The cost of switching to Apple has always been high,
until now.

The takeaway here is to keep your eye on the steps
that people need to go through in the decision process.
This will reveal all sorts of blocks and opportunities
that will allow you to have very high prediction
accuracy.

Oh, yes, the predictions. The necessity to reboot
when switching between OS X and Windows is a huge
block. My guess is that it will not take more than
a few weeks, given the enormous interest shown, to
develop a switching program that does not require
a reboot. In fact, it may already be here. Today’s
Wall Street Journal mentions a beta program called
Parallels that purports to do this.

I predict that GM and Ford will continue to take
themselves into deeper holes before desperation causes
them to take some very bold moves. First there will
be the corporate financial moves, which may bring
them breathing room but will do nothing for their
sales. Then there will be some dramatic product quality
moves. I have no way of predicting whether these
moves will be too little or too late. I am very pessimistic,
because the only thing that will save them is to
turn around word of mouth. But they don’t even
begin to understand what word of mouth is, as evidenced
by the Tahoe CGM campaign. They’re just using
word of mouth as another manipulation. They need
to bring in the customer by having the customer help
them design the car, not the ads. They need to openly
and transparently share their commitment and steps
to solving the product quality problems.

That’s what Apple did. They paid attention
to the enormous desire of their customers to be able
to run Windows on their Macs for the few programs
that cannot be translated to OS X. The announcement
released an almost overwhelming torrent of word of
mouth. Sales will go through the roof because the
solution is already “good enough” and
will only get better.
Another prediction: there will be an enormous fight
the other way around. People will get OS X working
on Windows boxes. This will probably unleash a gigantic
fight from Apple. While I believe that they should
have the right to attach any conditions to the sale
of their programs, this would be a mistake. They
could sell a huge number of operating systems without
the machines. This would result in huge incremental
profit. Since they always seem to be able to stay
ahead of the other machines in features, quality
and attitude, they would compete very well on the
boxes, too. But only if they stay the “good
guy” and don’t turn people against them
by coercive actions.

Give the people what they want, don’t fight
their desires and their WOM, empower them to go the
next steps and don’t set up obstacles to what
they are going to do anyway. So far, so good.

George Silverman
Word-of-Mouth Marketing Speaker and
Consultant
Author, The Secrets of Word-of-Mouth
Marketing

www.mnav.com      wordofmouth.typepad.com

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