One of the interesting things about the last 12-18 months is how the Cloud has put power into the hands of consumers. What I mean by this is, imagine the following scenario in the world pre-cloud:
"A user buys some software via the Internet or shrink-wrapped. It arrives and they install it. It either does not work for them or they cannot figure out how to use it so they basically write off the cash and don't use the app. End of story."
Now let's looks at what happens on Cloud:
"The user either buys an application from an app store (be it desktop or mobile), or a holiday from a holiday store, and then decides either the application is rubbish, the App does not work for them (or they have not RTFM) or they have had a bad experience on holiday. The user then uses social networks and/or the review forums on the app stores to comment on the bad experience"
In the latter case this "review" and negative experience puts off other people from trying the app / the holiday / the hotel, etc. In some cases it can mean the difference between continually selling a product or selling nothing as users look at the last bad review and then move somewhere else to continue their search to buy. One person can have the power to seriously undermine your whole product marketing and application strategy.
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