Now Cooler than Skype: What Happened to the Microsoft Kinect?
By Rob Scott
November 21, 2011
November 21, 2011
- The Microsoft Kinect 3D camera was a hot seller last holiday season, but now it seems that the buzz has subsided.
- According to PC Magazine writer John C. Dvorak, the Kinect is in phase 10 of an 11-phase process that most high-tech products go through…
- Phases 1-3: A hot product generates rumors, there’s a pre-announcement to either downplay or exaggerate the product, followed by media speculation, which is drawn out until the product arrives.
- Phases 4-6: The product is rolled out and a shipping date is set, followed by shipment of the first batch ship and afterwards, a shortage announcement.
- Phases 7-9: The black market, described by Dvorak as “a short-term black market for the device emerges, sometimes arranged by the company itself,” followed by the product’s complete release and then a PR effort to sustain interest.
- Phase 10: New uses. “Out-of-the-blue, new uses are ascribed to the device if possible. These supposed new uses should have been planned from the beginning.”
- And finally, Phase 11: an analysis determined by long-term public reception of product, leading to three options: do it all over, make routine minor adjustments/improvements, or let it sell until it runs out and call it quits after that.
- “The Kinect is now in phase ten and new uses are being ascribed, mainly 3D telecommunications,” writes Dvorak. “You can spot the hand of the PR folks involved by the repetitious and redundant messages seen in far too many of the stories. In this case, it’s that 3D Kinect is ‘now cooler than Skype.'”
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