Monday, October 10, 2011

Choosing choices

Speaking with The Seattle Times yesterday, Lees, president of Microsoft's Windows Phone division, said he believes Apple missed an opportunity with the iPhone 4S. Comparing the new iPhone with Mango-enabled Windows Phone devices, Lees expressed surprise that Apple didn't give consumers more choice in terms of the hardware. 
Those consumers apparently don't see eye-to-eye with Lees. This morning, Apple announced that it logged 1 million preorders for the iPhone 4S in the first 24 hours it was on sale.
It's dogma on the web that "more choice is always better." Maybe in government. But not in marketing.

(In the Paradox of Choice) Barry Schwartz aptly demonstrates that having too many things to choose from often leads to the consumer feeling bewildered when facing the choice, and less satisfied even after taking a decision. He cites studies that indicate people are less likely to buy a product when faced with too many choices. 
One of the more important examples cited is that of 401k plans. The more fund choices offered by employers offering matching 401k plans, the fewer people actually selected any fund at all, even though that meant foregoing ‘free’ money.
In sales, choice is a strategy, not a moral imperative.

1 comment:

  1. No one from Microsoft should ever criticize others about missed opportunities. They've missed tablets, mp3 players and phones. And they certainly should avoid comparing themselves to Apple in any of those categories.