Search the internet to find product failures and select one

Search the internet to find product failures and select one example. Review the five characteristics of an innovation: relative advantage – the degree to which the innovation appears superior to existing products compatibility – the degree to which the innovation matches the values and experiences of the consumer complexity – the degree to which the innovation is difficult to understand or use divisibility – the degree the innovation can be tried on a limited (low cost/low investment) basis communicability – the degree to which the benefits of use are observable or describable to others Referring to the characteristics of innovation, identify and discuss the primary reason the product failed

Solution

Let us take Amazon smartphone Fire as an example to study the product failures.

Relative Advantage: When Fire came into the market not many companies had a very effective voice-controlled virtual assistant. Other companies have developed systems like Cortana, Siri and Google Now. But Amazon was the first company to take the initiative to build this technology on Artificial Intelligence. They were very confident of the project and the technology they have developed. Even though they were ahead of all the competitors in the market in terms of technological advancement, they failed to attract the customers. They were really far superior to any other company technologically but couldn\'t deliver in the required manner.

Compatability: The product failed in a big way when it comes to delivering excellent user experience. the phone did not have a great design and also an affordable price. They created a new interface and OS called Fire OS and it was a disaster. It failed to keep the users engaged while using the phone and it actually increased the complexity for the end users.

Consumer Complexity: The device had all the required features including the camera, internal memory, and a good touchscreen. But it wasn\'t enough to keep the customers excited about the product for a long time. A new operating system made it difficult for the users to get adjusted fast and the user feedback was very bad.

Divisibility: The problem is Amazon thought Fire can be a tough competitor for iPhone but they did not have enough product knowledge to develop a device of an iPhone\'s quality. They invested a lot in this project but it could have done in a much better way with a lot of planning. There are smaller companies in the market now trying to develop next-generation smartphones. Most of the companies bootstrap and build the product with exact similar kind of features and the user experience. So for a company as big as Amazon Fire is a big embarrassment.

Communicability: The users able to applaud for using the Artificial Intelligence in the voice-based assistant and its efficiency. but at the same time, they were able to mock at the user interface and how low the device was performing. So the work of the company on the device was quite evident to the end user.

The primary reasons for failure are mentioned below: