I have a thing about crappy marketing. It must be because Apple does it so well. How else do you explain it having the market presence it currently enjoys? 100% marketing. That and the loyal army of brainwashed fanboys that keep buying its products regardless of what is released. All 300+ million of them.
So what if you’re an once-was but now-isn’t like Nokia? You have a few options open to you. You could use your portfolio of standards-essential patents to bully standards boards into adopting your technology to keep a viable revenue stream alive. Or you could have Microsoft pay you hundreds of millions for a hardware partnership to manufacture Windows 7 phones. When it comes to actually marketing what you make, you could trumpet the features of your offerings, or you could slam the competition with shallow digs. Can you guess which option Nokia chose?
Because nothing promotes your product more effectively than negative advertising based on pundit-exaggerated issues from last year. And the sick dig about the effect of sunlight on the iPad’s screen that Amazon used to all but halt sales of that device. It’s a good thing Nokia’s market share is coming from such a position of strength to build on.
Or not. I’m sure this clever campaign will serve as a shot in the arm to counter this disturbing trend.