Journal
Attach it to things like keys and you can find them via a smartphone app. Phones owned by other users who also have Tile can help locate your stuff. So 'crowd-finding' becomes a positive network externality. But it does beg the question from prospective buyers as to how popular Tile is in their neighbourhood.
A product communicating brand values to do with precision, humorously.
I like the concept, not least because Hilton seem to be offering a 'cheap' product but dressed up so that it looks attractive.
I think it's interesting how Canon are pitching their expensive DSLR cameras at people who want to take a little bit more care over their images. It's likely that such cameras are likely to be bought by people who have relatively higher levels of disposable income. However, income alone is not likely to predict who would want to buy such cameras. This is where psychographic segmentation becomes very useful people whose lifestyles values and attitudes predispose them towards wanting to take high-quality photos will be more likely to be interested and this advertisement focuses on them.
Canon's need to do this is reflected in the following extract from the annual report of their direct competitor Nikon, who also make high-end DSLRs:
We anticipate negative growth in the fiscal year ending March 2014, due to the growing use of smartphones with camera functions. Over the long term, we see the smartphone market expansion as an opportunity: many people become more interested in photography once they start taking pictures with smartphones.
Nikon Annual Report 2013
Both firms face competition from smartphones which offer similar functionality to their cheaper compact cameras, but this threat from the micro-environment can also be seen as an opportunity because there are now many more people exposed to photography as an activity and some of them may want to take it more seriously and buy more expensive equipment
I am still not entirely sure whether this product is a spoof or not, but it does illustrate Bagozzi (1975) notion of symbolic exchange, 'sellers of goods are engaged, whether willfully or not, in selling symbols, as well as practical merchandise' Bagozzi (1975:36). In the context of this product the symbolism revolves around, in my opinion, the meaning of time.
