December 19, 2014

Apple iPad Mini and RIM News Show How to Reposition Your Company

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New Apple iPad and RIM announcements following negative projections show how you, too, can reposition your company, ignore the critics, and reinvent your product or service. Setting a new direction may be the best way to beat competitors or turn your business around in tough times. Here’s more.

The Tablet Shrinks

Apple iPad mini casts big shadow. The company that revolutionized the tablet market is trying to reassert its dominance with a new iPad model featuring a 7 by 8 inch screen. One of the prices of being an innovator is that competitors will often enter the field trying to outdo your product or service. The best strategy is to keep innovating. Bloomberg

Innovation cloaked in mystery. As it has done in the past, Apple is employing theatrics including an air of mystery to market its rumored new iPad mini device. We don’t all have Apple’s resources, but as an industry leader, you can certainly use any attention you already command from customers to educate about your new direction. Don’t be afraid to spread the word.  MacRumors

Maintaining a competitive advantage. Another interesting point about the rumored launch of a new, smaller tablet, is its pricing, possibly between $249 and $299. There’s not always a need to undercut competitors on price. Analysts suggest Apple rivals are having trouble competing with the $400 iPad with devices as low as $200. BGR

RIM Plans Comeback

RIM will empower people. The central message from Thorsten Heins, CEO of RIM, in a recent open letter to the public is “Don’t count BlackBerry Out.” Don’t give into critics or negative thinking. After suffering setbacks, your company, too , can pick itself up and decide to do something new. All it takes is the determination to change direction. The Globe and Mail

Sales will stink. Heins concedes there will be some hard times to get through. The company is planning a new product launch in about six months. Until then sales will be down, but better times are coming. You’ve probably faced some difficult challenges in your own business. It takes time to change course. Be patient and realize that reinventing your company doesn’t happen over night. eWeek

The shape of things to come. A leaked “road map” of devices set to come out of RIM as the company transitions its approach shows some interesting things on the horizon. A report suggests two new BlackBerry 10 phones and a new tablet are among gadgets on the drawing board that could be in consumers’ hands sometime next year. Repositioning requires a revolutionary approach. Let’s see what these new devices will offer. TechCrunch

Reinventing Your Business

Do you have what it takes? With three quarters of the UK’s small businesses planning significant growth over the next three years and 47 percent of UK small businesses planning to introduce new products and services into the marketplace, it’s a cinch that some of these businesses will be reinventing themselves to get the job done. Here is some inspiration any business owner can draw from. Real Business

Even the big guys need change. EBay was once a revolutionary concept in online sales, but its revenue has plateaued, causing the company to fall behind rivals like Amazon as the e-commerce ecosystem evolves. Today a new team is working to reinvent Ebay to recapture prominence in the online sales market. How can you reinvent your business to lead your market with innovation? Fast Company

Changing your story. Sometimes the key to reinventing your brand can have to do simply with changing your customers’ perceptions. Take the television advertising campaign for Dutch beer maker Grolsch, which is using a savvy visual narrative to reposition itself to enter the world beer market. The key is how customers perceive the brand. Marketing Week

The key to competition. Under the old approach, businesses found a competitive advantage and sought to exploit that advantage for greatest profitability, at least until competitors entered their market and forced competition on price. In the new hyper-competition model, Tim J. Smith, managing partner of Wiglaf Pricing, says the goal should be constant reinvention and self-disruption before competitors can enter the market. The Wiglaf Journal

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