Scenario 3: Company-X likes to delegate its offerings, and that’s about it
Company-X has seen success in its retail locations for quite some time. A trusted, “big-box” vendor of consumer products and services, they’ve outlasted some of their recent competition in a difficult economy.
They’ve also put a significant push behind their online offering as well, a complementary site and e-commerce solution which generates a good amount of sales.
Unfortunately, this is where they fall short of some of their competitors. Unlike Apple, Target and Amazon: they don’t actually offer an official mobile site or desktop application. It’s either the store or official site.
Their consumers who visit their site on their mobile phone wait sometimes up to 30 seconds for their homepage to load, even at enhanced 3G speeds. As a result, comparison shopping or simply checking to see if their local store has an item in stock is extremely difficult, often involving several page-loads and back-and-forth navigation.
They’ve recently ventured into resolving this with an official API, but that’s where it ends. Despite repeated consumer requests for a mobile site or native mobile application, Company-X has opted to rely exclusively on the development community to build these solutions for them.
In querying Company-X on their development goals and intentions behind the API, the company’s representative explained that they’re not looking to dictate what they should officially offer consumers: it’s “up to” the developmental community to come up with those solutions on their own.
This type of delegation can be dangerous: the development community feels as if they’re doing all the work for the company providing the API and the company is simply benefiting from the community’s work. Most developers also believe that their work should only compliment pre-existing, official offerings by companies.
More than six months (at the time of writing) have passed since Company-X announced the API. A current query on iTunes App Store for any applications utilizing this API renders no results. With no applications available this long after the API was launched, it’s a safe bet Company-X’s approach to community developed-solutions isn’t working.
Next Page: How does all this affect the consumer? And what’s a Brand to do?
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http://chrisfullman.com Chris F.
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http://flexewebs.com/semantix Jason Grant
