Sunday, September 12, 2010
The Dell Aero Is A Dud
Dell has attempted to break new ground by releasing the smartphone called the Dell Aero. The Dell Aero is a sleek phone with a 3.5 inch diagonal screen and weighs only 104 grams. It's lightweight and presents itself as the go to device for individuals who are not interested in other smartphones that dominate the market. Bonnie Cha, the senior editor of CNET, has tested the Aero and was left with more frustration and confusion rather than satisfaction. The phone may it less susceptible to damage compared to the Apple iPhone, but has setbacks. The navigation buttons are not on the top or bottom on the front like other phones. Dell may have tried to differentiate itself by doing this, but has hurt Dell actually. The navigation buttons on the side making navigating through the Internet or one's contact list more difficult rather than easier. It is unclear whether Dell issued prototypes to customers, but if so, not alot of potential customer feedback was used. If prototypes were used, customer feedback on the product's unique design, the issuing of surveys, might have helped the phone be easier to use. Many companies' new products fail because the consumer is the last to know, their opinion is undervalued, and are left with a substandard product. Dell should be applauded for its foray into the smartphone market, but it should try to redesign the Aero by making in more user friendly as opposed to being different from the ordinary smartphone. Dell should hit the drawing board immediately if it wants to increase its market share in an area which is dominated by its competitors.
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Dell should have recognized that the reason a Smartphone dominates the market is because visually and ease-of-use wise, the current market leader has done something right. It has already been tested by the customer time and time again. Sometimes it’s not about being different, but being better. They should have saw the opportunity that has been left by the leader to produce a Smartphone that outperforms, but also does what its namesake screams, SmartPHONE. They should have produced a phone that will actually allow you to call people for as long as you want, anywhere you want. Because face it, they have made the prototype now it’s time for someone to make the real thing. For some people it is not enough for a phone to run apps, look cool, and be slim; it also has to work! Does moving the buttons from the front to the side really mean you’ve hit the innovation mother lode?
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ReplyDeleteThis is a perfect example of a company entering a market because the market simply looks attractive and not because they have a competitive advantage over the current market leaders. It also appears that Dell has not done their due diligence in testing their new phone. One would have to conclude that Dell didn’t let customers test the phone (or simply ignored customer comments) if the CNET reviewer found the phone frustrating because of the placement of the buttons. Dell is still the world leader for direct customer computer sales. They accomplished this by focusing on what the customer wanted and by delivering the best possible customer experience through their services online and in catalogs. If Dell intends to be an industry leader in the smartphone market, then they need to apply the same successful strategy they used for selling computers to their new foray in the smartphone market.