Mainstream adopter VS early-adopter differences. The Iphone Story.
A real example on how the customer characteristics and needs change as the category matures.
Hi everyone! 👋
I said to myself: why not including the microblog stories and content in Escape Velocity's newsletter? I think you might enjoy this format as they are easy-to-read posts and always come with strategy, innovation, marketing, leadership, or product key takeaways to help you succeed with your tech-based business/product.
Let's go! 🚀
Last Saturday, I went with my mom to change her 3-year-old Samsung for an iPhone 12.
I was the one influencing her new purchase.
✅ Mainstream needs to validate tech purchases by known local buyers. They don't like to be the first.
I recommended my mom to go to the Apple Store (specialist)...
...she picked to go to a well-known big retailer (generalist).
✅ Familiar channels are a must when competing in the mainstream.
I asked her why she wanted to go to the big retailer instead of Apple Store.
Rather than buying an insolated core product (Iphone), she was buying a whole product that the big retailer was offering:
Flexible and free financial services
Migration from android to IOS
Free insurance packs
Transactional & generalist conversation
She decided on safety and low risk over product specialization (Apple Store).
✅ Build differentiation and reduce risk perception with a whole product to jump into the mainstream and achieve exponential growth.
What intangibles are you building to differentiate your offering?
How are you adapting your GoToMarket to reach + sell to the next wave of adopters?
✅ Your tech-business + product should be dynamic and be adapted to the technology adoption lifecycle stage of your market-cagegory to achieve sustainable growth.
This is a consumer story, but it works the same way to for tech products/services in B2B.
Check this light and friendly presentation with the complete information about the story and key takeaways (no email needed).
I'd love to know what do you think about this new "microblog format". 🙏
Please shoot me an email at email@example.com or just comment on the story if you want to help.
Thanks for making it to the end!😃