Why can it be a nightmare?
1. Because keyboards by itself are not
an attractive category (touch is in today!) and
2. People don't by a Dell or an HP/
Nokia or Samsung because of the keyboards in it
Having said that, in today's day and
age conversations can certainly be driven if the keyboards are meant to
supplement iPad's, Android tablets, if there are any special kind of wireless
keyboards, any ergonomic avatar of the keyboard, any gaming molded
keyboard or other extraordinary features like an in-built bluetooth or a
backlit/ illuminated keyboard and so on.
But what if a keyboard has no
extraordinary feature in it? Is it an excuse for the inability to drive
conversations around it? I say no; but how to do it?
The anomaly I'd like to
use to lead to my argument is - from a marketing point of view, keyboards
are going the same way as pens. Just like keyboards, pens are incredibly
useful. In fact, when writing is concerned, pens (and paper) are the
first objects of reference. But it's very difficult to establish a brand out of
a company that makes pens for the masses. This is very similar for keyboards
manufactured for masses. But then many pen brands have done very well to
position the pen as an object that signifies the power to write your own
future. So what stops keyboard manufacturers to do the same! Enclosed below is
a TVC of Mont Blanc,
where Anil Kapoor tells
his daughter Sonam
Kapoor that he's giving her to power to write her own future while
giving her a Mont Blanc pen.
So
taking inspiration from Steve Jobs who once
said "Good artists
copy, great artists steal", i say there is immense scope for some mass
keyboard manufacturer to immediately take this stance that "keyboards are the pens of the future. It is an ordinary
non-complex object, but it gives you the power
to type your own future in this digital era!"
Nice! That is definitely an interesting way to handle the 'nightmare' called keyboard.
ReplyDelete