Launching globally
Launching quickly in a market you know or eventually in all markets, that is the question? Starbucks is launching free wifi in US branches, partnering with AT&T. No news on when this will happen in other markets yet.
I’m of two minds on this. Part of me is pi**ed off that big US companies almost always seem to launch cool new initiatives or products in the US and then eventually in other markets. Another part of me understands that it’s better to get it out there in a market you know and then establish the presence in other markets.
I just hate significant lags between a US launch and an international launch. Companies that have lags are basically allowing local competitors time to make an imprint on the market with copy cat services until the big US company comes into the market.
In the end no one wins. Not the local market – because they have a poor copy cat, or the big US company, because you end up competing with a local competitor that might not have been there had you launched globally. Guess it depends on how strong a product or service it is your offering. Take the iPhone for example, there was a delay in launching in Canada versus the US, but – as I saw on my trip there last week – a lot of people waited and are now happy costumers. But not every product or service is as kick a** as the iPhone.
Interesting. It is really too bad for T-mobile and everyone who is paying about $20 - 30 a month for the WiFi services through them. I suspect T-Mobile is going to have to lower their costs, because the loss of over 7,000 Starbucks Hotspots is going to really make it hard to justify their rates.
June 7th, 2008 at 6:36 pm