Brand Manager: Ching-Ling Wu. Strategist: Pankaj Rawat. AD: Tiffany Lam. CW: Rob Thiemann. CT: Cecilia Bogardus
Whatʼs Dash Sony introduced Dash as The Personal Internet Viewer on CES in early January, 2010. It is a 7 inch touch screen WiFi device that enables users to browse the internet through 1500+ widgets including news, calendars, weather, sports, social networking as well as the robust audio and video content from Sonyʼs Bravia™ Internet video platform, including YouTube™, Pandora® Internet radio, Epicurious, Crackle, Livestrong™, Blip.tv and much more, instead of a traditional browser. Within the device, an internal accelerometer supports vertical flip, allowing for two optional viewing angles: upright, ideal for a table or nightstand; and tilted, perfect for a countertop. It also supports multiple user profiles and channels, allowing several members of the household to create and maintain their own customized view of the Internet. Dash also features built-in stereo speakers as well as a USB port for simple connection to a variety of external electronic devices. An headphone output jack gives users the option to listen privately through headphones or through external speakers. Price: $199 U.S
Whatʼs the Problems 1. The lack of portability Ever since the iPhone was launched, portability has become a “given feature” that any tech device should have. So Dash falls short of consumer expectations. In comparison to all the other portable devices, itʼs not good enough. In comparison to all the other non-portable devices, itʼs redundant. So people donʼt know where to use it - outdoors or indoors?
2. Not Positioned Properly The positioning of Dash - “the personal Internet viewer”- is misleading, because consumers were confused by the term. Consumer expectations from devices that promise personalization of Internet browsing have evolved in the past few years by iPod touch, laptops and other portable devices. However, the way that Dash uses the Internet is different compared to most products on the market. What Dash provides to consumers is deliverable only through 1,500+ widgets, with limited Internet functionality and restriction of mobility.
3. Ambiguous When you look at an iPhone, it is essentially a phone, and everything else it does is basically an added functionality. When you look at a laptop, it is essentially a computer, and the fact that it is portable is an added functionality. After Dash was launched at CES 2010, the conversation on tech websites like Engadget, Gizmodo, etc., reported that people were left trying to guess what Dash is all about. So, there was no immediate perception of what Dash actually does. Is it a tablet? Is it a digital photo-frame. Or is it just a glorified alarm clock? More importantly, people wonder “WHAT DOES IT REPLACE IN MY LIFE? WHAT VOID DOES IT FILL?”
“ It can be an alarm clock or a digital photo frame. It is great to have a device can do so many different things, but what is it really?” - Consumer comment from cnet.com
“If there is no way to charge it....It looks like something that would be constantly used, so what good would that be?” - Consumer comment from engadget.com
Kitchen “ I can see I using Dash to look up recipes and listen to Internet radio while preparing food.” - Jennie, VA
“ Why should a person like me buy another device like this? I currently own one iPhone, two iPod Touches, two desktops and two laptops?” - Consumer comment from wired.com
“I will use it to display favorite photos on Dash, maybe listen to Internet radio or get live game scores and stock prices reports while working.” - Greg, MD
Bedside “I can wake up with my favorite internet radio station or music as an alarm clock, then get the real-time weather report to dress for the day.” - Renee, SC
In Consumerʼs Words
Though Dash appeals to consumer needs for immediacy, convenience and personalization, there are some barriers to address, because consumers see Dash as an electronic device that competes directly with iPhone, iPod Touch, and laptops. When a new device is introduced to the market, itʼs meant to replace another device based on a flaw. However, we have realized that Dash is essentially a secondary device for communication. It doesnʼt really replace any current primary device, but it addresses certain inconveniences and makes it simple for you to access content. Dash creates a unique window to the virtual world by continuously relaying information and entertainment on-demand. It is easy to use when people are indoors, and it lacks the hassles that come with other devices, such as logging in, and switching functions. Most importantly, Dash occupies a niche space between laptops, which are too cluttered and cumbersome, and smart phones, which are too small. These key findings bring us to a clear conclusion for Dash: “Sony Dash simplifies peopleʼs lives by giving them access to information they need, uncluttered and on-demand.” The conclusion also leads us to the New positioning statement for Dash:
“Your One-Touch Customizable Personal Information Assistant for Home.” Info On-Demand
New Positioning Recommendation
Search for info
Why Based the new positioning statement, we also believe Dash CAN NOT live in the electronic device category. Dash needs to occupy a different space in the minds of consumers, and it should not compete with high-tech giants, such as iPhone, iPod Touch, and laptops. Dash has no chance to shine in the crowded technology category. Since all the research points out that Dash is an indoor device, we believe it is best place to position Dash in another category - The Home Appliance Category. In addition, this is where we can turn the weakness of the lack of portability into an unique opportunity for Dash.
It is for homes A commonality of most home appliance products is constancy. Positioning Dash in these categories solves the problem of Dash being compared to smart phones, tablets, laptops, and all other portable devices. In the category of devices that are made to be used indoors, Dash becomes a device that is NOT SUPPOSED TO BE PORTABLE. It also makes Dash more relevant to people始s lives and decreases the time and effort that Sony needs to spend on educating people of Dash始s usage and applicability.
The Living Space Create Dash始s own rule: By moving Dash out of the Electronic Devices category and put into Home Appliances, Dash will have CHANGED THE GAME. No longer will it have to compete with Apple directly and be perceived to be something it始s not.
Target Market Recommendation Home Convenience Convenience as a concept applied to the Internet has led to an explosion of mobility, with wireless devices in the home and mobile devices used outside the home to access the web. Technology absorption has become more than just a consumer trend. Technology is at the centre of the convenience mega-trend because of its ability to personalize – to tailor products, services and experience to the consumer's personal tastes and this is a trend capable of almost infinite development. The common denominator to all aspects of the convenience mega-trend is the consumer looking for a simplified life amid complexity and the means to maximize experience. In the home this means convergence and a technology nerve centre that brings together all the technology in a way focused upon favorite activities ….anytime. These homes are called “Connected Homes”.
Key Statistics: 1. There are 23.2 million connected homes in US. High income households who make high-amount, infrequent purchases. Only about 2 in 10 American households have home networks. (Source: Mintel 2008) 2. Most of these houses have males in the age group of 18-44 [18-24 with two or more computers (53%), 25-34 (51%), and 34-44 (49%)] and children. 3. Men will be more attracted towards Dash than women because of the following: • Male respondents emerged as the primary consumers for online video and audio, including male respondents. Given their proficiency using online media, gaming, digital TV and a host of other tech products. (Source: Mintel 2008) • 50% of males with two or more computers have a home network, compared to 37% of females. (Source: Mintel 2008) 4. Age group of 25-44 is more likely to be in-the-know with the technical specifications of their technology related purchases. (Source: Mintel 2008) 5. Almost 20% people have one of the following products connected to their networks: TV, audio system, video game console, or handheld product. (Source: Mintel 2008) 6. 18-24 year olds are more likely to have two devices connected to their networks. 7. People between the ages of 44-64 have more desktop computers connected to their networks than all others. Boomers are likely to be using their home networks for work-related activities Boomers have the disposable income to purchase multiple computers to connect to their networks.
Primary Target : 8.4 Million Household. Age 30-44. Income level: $73,300 - $10,750/household (Source: CABAʼs Connected Home Research Council, 2008)
• Simplicity is the key to their existence. They are not concerned with the complicated technology that goes behind making things simple. • They are constantly looking for places in their lives and homes to fill with simplifiers. They expect these simplifiers to fill up the voids in the spaces they live in. • They are eager purchasers - to the point of making up justifications for a purchase made - if convinced that a new device fills a unique space in their lives.
Secondary Target: 4.5 Million Household. Age 44-64. Income level: $81,680 - $12,870/household (Source: CABAʼs Connected Home Research Council, 2008) Their motivation for most of their purchases are “minimize the time needed to do the less important tasks, or eliminate them all together.” These are the people who are willing to pay 1000 dollars for 1 dollar worth of convenience. They are willing to buy a gadget even if it simplifies a single task or takes drudgery out of it. They may be frugal in their spending habits, however any product that makes any aspect of their lives simpler strikes a chord with them.
Connected Home Owners can be divided into 6 types: (Source: CABAʼs Connected Home Research Council) According to CABAʼs Connected Home Research Council, the U.S. consumer market for “connected home” technology consists of the following six segments
“Create The Need for an “Uncluttered” and “On-Demand” Experience”
The Communication Plan
The Communication Strategy:
Dash app store
Point of Purchases