iPod Cocreators
At first glance, an iPod seems like a product low on cocreation. The model in the minds of many of us is that we buy an iPod and download our favorite songs to it. However, there is a cocreation trend with this product called "Podcasts", in which customers record their own audio shows and make it available to other iPod owners (WSJ, 7/22/05, B1, B5).
It appears that when Apple spotted this trend, it wrapped an experience around it and launched a directory of Podcasts. Apple generates no revenue, but supports the cocreation in order to promote the iPod platform, sell more iPods, and create a crossover effect to its music store.
Customers want a role in cocreating a product experience. Companies can ignore it, let it happen on its own, or step in to embrace it and control the context. Apple's strategy here appears to support the do-it-yourself content creation that continues to make the iPod a winner.
It appears that when Apple spotted this trend, it wrapped an experience around it and launched a directory of Podcasts. Apple generates no revenue, but supports the cocreation in order to promote the iPod platform, sell more iPods, and create a crossover effect to its music store.
Customers want a role in cocreating a product experience. Companies can ignore it, let it happen on its own, or step in to embrace it and control the context. Apple's strategy here appears to support the do-it-yourself content creation that continues to make the iPod a winner.
posted by Peter Honebein at 5:07 PM
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