Includes new chapters and a "What have we learned?" research of all unique chapters
Offers functional suggestion on keeping off PR disaster.
Includes a brand new foreword via Eric Sink
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Additional info for In Search of Stupidity: Over Twenty Years of High Tech Marketing Disasters
As soon as a market’s pricing constitution is demonstrated, it takes effort and time (and might be a worthy monopoly) to alter it, in the event you ever do. certain, many folks might ultimately receive the product through bundling, yet robust retail revenues may support kick commence attractiveness of OS/2 and generate revenues of OS/2-specific items. And that was once not likely to occur with a $340. 00 laptop OS that lacked a GUI. And talking of pricing, IBM and Microsoft had positioned a $3,000. 00 price ticket at the OS/2 software program improvement equipment (SDK). That was once no challenge for higher software program businesses, yet smaller enterprises complained bitterly. Microsoft virtually gave away its home windows improvement instruments. Even Apple set extra moderate costs for its SDKs. IBM additionally appeared oblivious to the necessity to supply advertising guidance to autonomous software program proprietors (ISVs) development OS/2 functions. the corporate had no unsolicited mail courses a 3rd get together might entry that may support advertise new OS/2 items. IBM had no services or impact in software program distribution channels and appeared bored with constructing any. IBM made no try to garner severe “shelf house” in significant resellers. there have been no co-op advertisements courses. there have been just a couple of scattered makes an attempt to construct a helping infrastructure of books, guides, indicates, and occasions that will stimulate curiosity in paying for OS/2 and OS/2-related items. IBM’s angle was once that what had labored for the corporate because the nice melancholy might paintings this present day. And, to an quantity, it did. a number of significant publishers, together with Ashton-Tate, Lotus, SPC, and MicroPro, in addition to a couple of bold startups, dedicated themselves center and soul to OS/2. 7214CH06. qxd 8/3/06 3:25 PM web page a hundred a hundred looking for Stupidity: Over two decades of High-Tech advertising mess ups Exacerbating the entire aforementioned concerns used to be an occasion past IBM’s regulate: a fast spike in reminiscence costs throughout the OS/2 creation. This used to be a major challenge simply because OS/2 required a “whopping” 4MB of reminiscence to be worthwhile, 8MB to step alongside well, and 16MB to truly hum. A 1MB reminiscence stick that was once projected to promote for roughly $100. 00 shot as much as virtually $400. 00 ahead of the bubble burst. What wasn’t past IBM’s keep an eye on used to be that the corporate used to be one of many biggest manufacturers of reminiscence on the planet on the time and capable of reap the benefits of a unprecedented chance to take advantage of to force software program revenues. As a glum product supervisor from DeScribe, a start-up that was once introducing an OS/2-specific notice processor, mentioned, “OS/2 with no reminiscence used to be a $1,000. 00 improve. Bundled with a handsomely discounted 4MB reminiscence stick, it was once a million-copy vendor. ” yet IBM was once unresponsive to that concept. The identify “OS/2” additionally proved to be an issue. many folks assumed the hot OS ran basically on IBM’s PS/2 desktops, a misperception IBM did little to dispel. And the life of 2 models of the product, the “standard” and “extended” versions, didn’t support issues. some of these elements mixed to make sure the advent of OS/2 1. zero was once an unmitigated flop.