A huge staff of marketing specialists, PR specialists and social scientists for large technology firms does not always guarantee the success of a new product when it is launched in the market. We’ve gathered a selection of major failures and high-profile failures of global IT companies.
In early 2010 Microsoft released a new operating system designed for mobile devices — Windows phone 7. It was created as a direct competitor to market-leading Android and iOS.
Microsoft had experience with systems for mobile devices, which was quite popular especially among corporate customers in the business segment. In the case of WindowsPhone redmondovsky company decided to almost completely revise the approach to the design and rethink the already established things, like home screen with app icons and the notification system.
But from the start it was pursued by failures associated with the controversial management decisions and increasing pressure from competitors.
One of the main problems was the minimalistic design of Metro UI. Ascetic tiles one of a dozen colors, which turned into a long and beloved flag on your home screen, was frankly “Amateur”. Lock screen notifications are visible only from certain applications, and already familiar to Android users blind with quick settings and notifications did not exist.
The second big problem is the numerous restrictions on the “iron” part and the lack of necessary features that are already firmly established in the Arsenal of direct competitors. So, for a long time in the system was just not possible to make a screenshot of the screen, change the tile size to a smaller and notifications on the “tiles”, which was supposed to be the main “trick” the OS worked poorly.
The last “nail in the coffin” of this mobile system was a very poor app store.
Developers of many popular programs like Instagram, are not in a hurry to port their products on Windows phone, and if you did this, it lagged behind in functionality and its “brothers” in other OS. Google deliberately released a package of apps for this system, and products such as YouTube, Gmail, Maps, etc. remained the prerogative of the Android and iOS until the end.
Even in his best years WindowsPhone does not hold up in terms of market share at two-digit rates, and at the beginning of 2016, the segment WindowsPhone was estimated at less than 1% of the smartphone market.
All this led to the fact that from October 2017, Microsoft officially stopped developing new versions of mobile OS of Windows, that is actually abandoned their project forever. Gradually users of older versions of WindowsPhone lose important functions, such as push notifications, so that in the future support of this operating system most likely completely come to naught.
To blame Twitter?
In the market of Internet-services and mobile applications already developed a little tradition — if the application owners are buying Twitter, it will soon go into oblivion. It happened with Vine, which was created for recording and sharing short looping videos, such as the fate of predicting the app to stream the Periscope. Twitter really to blame for the troubles of these products?
Unfortunately, Vine and Periscope just lost the war for users of other applications that provided more features and initially had a larger audience.
In the case of Vine cold-blooded killer became Snapchat, which is, ironically, now also has difficulties with user loyalty, and Periscope pushed Facebook Live and Instagram with their live broadcasts.
Practice has shown that users prefer services that combine many features give “all at once”. In the same Facebook, you can perform all the social activity — be it correspondence, posting different content, community management, etc. With the introduction of functions similar to those in Vine and Periscope, in the “basic” social networking, the need for the above application simply disappears by itself.
Did not see the problem
Not all the products of “Corporation of good” come out successful. So, Google Glass never got out of the testing phase by journalists, which took place in 2012. The reasons for that was the failure of this ambitious project were several.
The first and the main product was still very raw. After beautiful presentations with skydivers, who took his flight for a new gadget, a whole year has passed. The first journalists who left the pre-order for smart glasses for $1500, finally got my copies and immediately wrote disappointing for Google reviews.
The autonomy of the device was just ridiculous, the glasses were heated up at work that brought discomfort, and in addition they looked too “gukovskii”, it did not feel confident in public.
According to rumors, the co-founder of Google Sergey Brin insisted on the immediate release of the not yet finished product to obtain a sufficient number of reviews to work on the bugs.
The strategy was not entirely successful. As in retail stores for Google Glass it was impossible to buy, creates an unhealthy excitement among quite a large number of interested people, and already the hype has generated high expectations from such an expensive product.
The third reason of unsuccessful start — the General unwillingness of the market to the introduction of augmented reality in daily life. Only at the end of last year, the company actively began to implement augmented reality into smartphones, but the process is rather slow, and among the masses is perceived as fun for one or two days, than a serious tool with great potential.
The bitterness of defeat with the taste of blueberry
The once popular BlackBerry is home to now not the best times. New smartphones are unable to withstand competition from other manufacturers, as its market share continues to decline.
According to analysts, the company’s problems began in 2007, the year of release of the first iPhone. Apple immediately headed for the upgrading of the software, while BlackBerry, then still called RIM (Research in Motion), was constrained by the constraints. The management of the company in the person of Mike Lazaridis and James Balsillie thought is much more important development in the direction of the tactile convenience of a keyboard and security.
Until 2009, RIM has continued to grow and bring high profits, however, since 2010 and to this day, the market situation only worsened. The operating system of the BlackBerry smartphone is very much inferior to the competitors in the face of iOS and recently Android. The app store was very limited and users were not ready to prefer security instead of usability and functionality.
A cruel joke was played on her confidence in the business sector and confidence in the loyalty of their fans.
For the vast majority of virtual touch keyboard was much easier and faster, and the format of the mobile — phone without a physical keyboard and large screen was the most viable.
The latest breakthrough for the company was the translation of the smartphones on the Android operating system and the rejection of the development, however, this attempt was unsuccessful.
In February 2017, the market share of BlackBerry is estimated at 0%, indicating that the unconditional defeat of this company in the smartphone market.
Old friend better new two
The market is full of stories about ambitious and not very projects that sought to overcome the hegemony from the iOS and Android, but for various reasons they did not.
Ubuntu is an operating system based on Linux kernel, which was to enter the mobile market with an interesting concept, and it is multiplatform. The developers planned that all types of devices, whether PC, tablet or smartphone, the system must look the same, massturbate for a specific display size.
The problems began already at the stage of development: the design was very unusual and intuitive, the app store was empty, while the AppStore there were already hundreds of thousands of programs, and the biggest problem — and failed to find hardware manufacturers who have released a line of devices for the new operating system.
Users also were not interested in the new system, as evidenced by the failure of a crowdfunding program.
The second loser FirefoxOS. The developers of the popular browser tried to launch a new “OSes”, which was built on the principle of web interfaces, where most of the functions work due to the presence of Internet connection and from your smartphone not required a big performance. Guide Mozilla chose extra low-cost smartphone segment to compete with Google, and this was the main mistake of the company.
FirefoxOS immediately began to be perceived as a secondary OS for third world countries, which greatly undermined its reputation. In addition, Google quickly introduced the Android One project, which won on all fronts, starting from support and ending with the app store. And not being able to cope with the problems, FirefoxOS project was closed in 2015.