iFad's deliberate marketing blur - Naver / Livedoor

With 700,000 units sold on launch day including pre-orders (according to Gene Munster, Piper Jaffray), iPad already found its spot on the market. Apple hypists fueled this early success, but other segments may follow, including technophobe seniors who are neither interested in computing nor in exotic web browsing.

Other players targeted this segment, but the Orange Hello and Orange Tabbee proposition, for instance, is clear a deterrent for hypists (see "Orange Hello, is it me you're looking for ?"). Why ? Because it is marketed around functionality-segment duos that mirror the very classic engineer-marketer binome.

The smartest thing about the iFad is the deliberate marketing blur : Apple refuses to build artificial segmentations and prefers to let the market decide, hoping the device will find more niches than initially thought. But the manufacturer pushes the concept with a clearly identified "software-level warranty" to help the hardware concept look more sustainable in the potential purchaser's mind : iPad v1.0 is not the best tablet*, just like iPod was not the best PMP or iPhone the best smartphone, but just like iTunes came from Apple computers to secure the launch of iPod, iPod music platform served as a base for the iPhone, and iPhone apps are paving the way for the iPad.

So if the iPad is not a category killer per se, it could help kill artificial categories, and tear down artificial walls.

Just one word about NHN / Naver, who would be about to snatch the Livedoor portal and its 30 M subs put on the market by LDH Corp (formerly Livedoor Holdings). It reminds me of the Daum / Lycos deal a long time ago. Korea gains an entry point in Japan the same way it did in the US : in a very traditional way. And I hope Naver has bigger plans than Daum. For instance, I wonder which role Naver, as it enters a new country using non-latine alphabet / characters, intends to play in the promising hosting business related to Internationalizing Domain Names in Applications (IDNA).

mot-bile 2010

* and certainly not the best ebook : too heavy, UI and screennot optimized for reading...

Orange Hello, is it me you're looking for ?

Orange Hello is an internet computer for dummies, the word "dummies" covering the minority of techno- / PCphobes who never considered purchasing nor using a computer, and people ready to pay EUR 1 + EUR 39.9 per month for a simple play (internet access) instead of the standard EUR 29.9 per month for a full triple play... Ideally, seniors with a comfortable pension but lacking the courage to join their kids and grandkids in the internet age. Grandkids who mock at their absence of smart screens at home. Grandkids who may even not enjoy staying overnight simply because here, they can't browse the web on a bigger screen than their own smartphone.

Hello is expensive, granted, but delivers, installs, and maintains at your place a PC with an almost iMacish look : a thick 15 inch- screen connected to a keyboard and including a 120 Go hardrive, a webcam, and a broadband modem. Orange makes sure Kids can get their daily fix : features include messenging, video, music, games, web TV... (plus text to speech for their myopic dinosaur ancestors).

A little sexier than Jean-Louis Constanza's first device meant as an entry point to French households : a no-frills fixed phone that would automatically compose the 4 prefix for Tele2 France customers.

Now CEO of Orange Vallee, Constanza (who after the Swede category killer moved on to Ten MVNO) is still working on pedagogy and simplicity for new usages in daily communications, only with smarter technologies, and different budget constraints for the operator... and obviously the customer.

Hello can be considered as the big brother of another Orange Vallee device* : Tabbee, an always on, family friendly, stand alone web terminal featuring a 7 inch touch screen.

But Hello doesn't have a touch screen. So don't even dream about smearing your Hello screen while imitating John King with your greasy fingers. All you may ruin is the supposedly more intuitive and user friendly keyboard. Because believe it or not, even French dummies know how to use a keyboard.

Orange can thank mother company France Telecom for this miracle : most post Y2K seniors are former Minitel users.


* While I'm at it : "Orange Vallee"'s 2009 Summer Collection include mobile platforms (WorMee music platform, Application Shop, TV d'Orange for iPhone, Orange 24/24 news engine), entertainment accessories (Hi-Fi Adapter, Media Remote Control), business / messenging solutions (Instant Messenger for all, Visual Voicemail, Teleconference, Medical Office)... see Orange Innovation TV for details.