What’s going on in the tech world this week? I can’t really say… a lot of strange marketing, to say the least. Google has decided they’re going to name their next treat-themed mobile operating system release “KitKat”, and Samsung announced a new smart watch but their website hasn’t yet reflected the big news (as of this writing). Plus, Samsung revealed their device during a very long and strange presentation fit with a music performance and other longer-than-necessary product reveals and discussions.
Back to Google – I’ve never understood why they thought that naming their mobile OS after sugary treats would be a good idea. Froyo? Ice Cream Sandwich? Jelly Bean? But here we are, arriving alphabetically at the letter ‘K’, and the multi-billion dollar company chooses “KitKat”.
John Lagerling, Google’s Director of Android Global Partnerships, may help us understand the reasoning behind the name. Lagerling says that “One of the snacks [at Google] that we keep in our kitchen for late-night coding are KitKats. And someone said, ‘Hey, why don’t we call the release KitKat?’” So there it is, they were eating KitKats, so their next mobile OS is named the same thing.
From a marketing perspective the naming doesn’t make sense, but neither do any of their other mobile OS release names. However, now that they have a partnership with KitKat (one of my favorite candy bars), who knows what will happen. Maybe it will flop like other similar tech marketing campaigns have in the past.
Looking at Samsung now, they are just way off the mark on marketing altogether. No same-day website update, no elegant presentation, and it turns out they’re continuing to make their phones BIGGER. They are also introducing a line of pants with pockets large enough to fit their new phones in.
What surprised me most about Samsung was their ‘big presentation’. It was dry, the co-CEO a bit hard to understand, and just lacked the precision, tension, and energy that an Apple presentation always has. I’m sure Samsung will ship plenty of products, but I have yet to buy into a company that just makes things.
In other (more normal) marketing news, Apple quietly sent out press and media invitations detailing an event on Tuesday, September 10 that “should brighten everyone’s day.”