How to avoid being killed by killer apps

It would have been really cool to be to be the leading manufacturer of Compact Disks back in, say, 1990. Or even 2000. But in 2010, you’d just be the winning player in a losing game. Now, fewer and fewer people buy “albums.” Instead, we buy “mix tapes,” made possible by i-Tunes, the i-Pod, and a host of other online music stores and mp3 players.

Disruptive technologies can be very painful… unless you’re the disruptor; I was reminded as much by a recent story in the New York Times, which cites the App Store itself as a major shift in the way people look at—and use—their mobile phone devices.

Some pundits look at the world of software for smart phones as a novelty. But that might not be a good idea, according to this recent piece by Phil Lempert. From planning recipes to retrieving coupons, smart phones can now help any Consumer Packaged Goods (CPG) company—and even the supermarket—make life easier for the phone owner who won’t leave home without it.

Implications: Okay, I was among the cynics when “apps” were first becoming popular. I assumed most of the available apps would just extend the “texting” experience, or provide ways for teenagers to feed their insatiable appetite for social networking. (Now that so many social networks are so mainstream--and I'm among the users--I confess to dining on a little humble pie.)

Recently, I started carrying a Droid. And while I have a few helpful items on my phone that could be considered “novel” (a “level” for my home improvement work, a compass, a flashlight, etc.), I’ve also discovered some highly functional programs that make my life as a consumer… easier.

I can “search” using voice recognition. When I find something that I’m thinking about buying, I can take a picture of the bar code, upload it, and have a site tell me where to find other stores that carry the same product, at what prices, within walking distances.

But I’m not here to sell smart phones. I’m inviting you, no matter your business, to keep up on the latest technologies… whether accessible from a laptop or a palm-top.

At best, you might find a way to harness the power of those devices to benefit your consumer, and therefore, your company (if you haven’t already). At worst, you will avoid being blind-sided by the latest killer app… and you will realize, again, that in an increasingly web-commoditized world (where the cost per pound of any product or service can be compared from anywhere), it is critical to be diligent about the purchase experience your customers enjoy.

Consumers are increasingly and conveniently able to comparison shop for anything they buy; not true for how they buy it. Outstanding service before, during and after a sale make it both difficult and unnecessary to comparison shop when it comes to purchase experiences.

Mike Anderson