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565D704 or TY2B3CR?

Product name is at least as important as its functionality or design. However, it seems that we have a problem here: Too much products, too few names.

When trying to conquer the market a company can choose among two strategies. It can try to make just one product, make it better than 99.9 percent of competitors, and price it accordingly. The good example is Maybach: A few models, but every one of them is a symbol for perfection. Or it can try to devise an array of products and cover whole market, horizontally and vertically. Here we can take HP as an example: It has everything you need, from laptop to supercomputer. But, it seems that the last strategy introduces an unexpected problem: The lack of names.

One of the characteristic of the ICT industry is huge number of products and models. Take for example Lenovo and their laptop named 3000 N200. The name itself is not attractive and easy to remember, but there are several models of 3000 N200. So, when you try to order a suitable model, with processor and LCD and hard disk and everything you want, the staff at the shop will ask you: "Would you like to buy 565D704 or TY2B3CR?" How do I know and frankly why should I care? I just want to buy Lenovo laptop with 17-inch display and 120 GB hard disk.

Here we have two problems. The first is that staff is not up to the task, but they don't have much choice. They didn't chose those cryptic names, they just try to sell stuff. The second is that the name is tied to inventory software: Every letter and number means something. The name of product is therefore the unique code for every piece of hardware. It is good for software, but it is not good for customers.

If you look at ICT industry you will see numerous examples of cryptic names. From mobile phones, to laptops, to MP3 players... Name a product and chance is that its name will be a strange combination of letters and numbers. Can you tell the difference between Samsung E300, S300 and SGH F310? Take a Nokia and tell the difference between 6110, 6120 and 6230? It is easier to tell the difference between Nokia N-gage and Luna than 6610 and 6120. To make things a little bit more interesting - both Samsung and Nokia have more than 100 models on the market.

Take a look at some other industry like home care products. Nobody will try to sell you "Colgate AD5A-H8K8" or "Head & Shoulders 115-9-28A". There are several Colgates but you can ask for Total, MaxFresh or Lumionus. There are several types of Head & Shoulders, too, but they can be recognized easily by names: Refresh, Ocean Lift, or you recognize them by colours.

However, something can be done even in the propulsive IT industry. Take Apple Computer for an example. You can order an iPod and specify the desired amount of memory, and that's it. There's no need for remembering a cryptic name. And precisely that is a big reason for their success. If name is good it will be globally recognized, but there's no way to remember TY2B3CR.

May 19, 2008

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