Ice Cream Sandwich has been released and the consumer is screaming, “What about me?”
What about you? I own a Nexus device. I get to be smug. Whether I root or not, my update is coming.
And next week there will be a new device, full of the cutting edge, twelve processors, a 24MB pixel camera, powered by the improbability drive. The carriers already have their, “this touchdown is brought to you by,” ads ready to go.
This attitude is not working.
Android fanboism calls the Apple faithful sheep. But Apple invests into its consumer, making sure to update its past as well as bring something new to the table. Sure, Apple is a big corporation and it wants all the pennies in your pockets, but there is something to be said for cultivating trust so you can access said sheep’s wallet.
Android owes so much to Apple’s success and its original AT&tT exclusive carrier contract. Manufacturers and carriers did not need the consumer’s undying loyalty. There was a competition, but it was not between smartphones. It was between the carriers and gaining or keeping subscribers.
Now Apple is no longer locked into an exclusive contract. The carriers no longer need Android to keep their subscribers. An unhappy Android customer on Verizon can just pick up an iPhone. What does it matter to Verizon?
Manufacturers, you might want to pay attention. The carriers do not really need you anymore. There is no reason for the carriers to cultivate your loyalty. Sure they will continue to sell your phones as long as people buy them, but its about what people want, not any commitment to you. Just ask RIM.
It is time for the manufacturers to realize there is every reason to cultivate the loyalty of those who have bought your products. Samsung, I am especially talking to you. You hired Steve Kondik, he knows how to organize a team to support a variety of devices long past the initial release date. HTC, I am talking to you as well. If Sense is too much for you to update, stop being selfish and making Sense the priority.
Cultivate loyalty. I do not mean from now on. Go back, invest in your customer just like they have invested in you.