Everything Google launches into the market almost comes in “beta.” Using the “beta” approach, Google gets new products or features out into the marketplace quickly, then improve them as they are used. That’s basically the Google experience.
The “beta” approach is in fact an irresponsible act. It simply undermines the traditional marketing mix, which is the combination of product, price, place and promotion, or better known as the 4Ps. In order to delight customers, product has to meet customer needs and wants. Product simply has to be “completed”, or at least fully ready for consumption, before it is released to the market. But beta? It is still in the testing stage of the product development cycle. Who wants a product that is not perfect?
Besides beta, there is also alpha. In the future, there may even be gamma, delta, epsilon… This beta culture is starting to contaminate the external market. Microsoft is also launching Windows Live Mail Beta. But, who cares? The market seems to accept the greek alphabet concept. It either means that the 4Ps are no longer valid, or that the customer is now having more involvement in product development, so that the final product will be exactly what the customers asks for.
Beta encourages trial and error, which is a necessary requirement for improvement. As long as the enterprise thinks well to the end and considers first the end, beta is an acceptable process to achieve excellence; else, it is only going to be “beta” forever.
Frankly, I think Google’s approach is smart. What “market ready” product do you know that doesn’t have some issues? Certainly not any Microsoft products! Google marks its products as beta and provides avenues for users to offer feedback and participate in the ongoing development. The beta label sets my expectation that it’s not perfect (and they certainly aren’t) but I also feel like I am a participant in the launch and can provide feedback to help make the products better!
RE the marketing mix – forget it, the 4Ps were “undermined” long ago. We’re in the age of participation. We can add another P or come up with a new model altogether, but that is another post…
ELANA ANDERSON
Marketing Strategy Consultant
NxtERA Marketing
[email protected]
http://www.nxteramarketing.com
Elana
How about Lego?
The Lego brick with its interlocking system encourages people to use their imagination and creativity to develop their own product.
Is Lego a possible perfect product?
Daryl Choy, the founder of Touchpoint eXperience Management, helps firms make a difference at every touchpoint. Choy can be reached at wisdomboom.blogspot.com.