Market Focus

I just received an email from a subscriber to this Blog. It was from a research analyst at a major consumer products company—a company who shall remain nameless, but whose very essence of being—whose very business—is rooted in the mature market, both directly and indirectly. If I named the company, this relationship would be clear.

The gist of this person’s message was a request to remove their name from our subscriber list, as “I do not have time to focus on the senior market.” Admittedly, this person’s contacting me was partially my fault. Somehow Verizon fouled things up last week and sent four copies of my message to the entire mailing list. So, reference to the four copies was the first line of the request to remove.

Of course, I complied. But, let’s consider the request itself.

The product category represented is one in which a new high tech item is rapidly supplanting an “old tech" item among all user groups. And, the company in question is a leader in the "old tech” way—but is rapidly converting to the new way. However, despite the changeover—and growth—in this category, this person believes their company—which now does a remarkable business with Boomers and the Mature Market—has “no time to focus” on this market.

If this company needs to maintain its “old tech” approach during its conversion period, should it not need to hang onto its current user group, which for a fact is to be found among Boomers and the Mature segment? And if the company—as it should—is seeking to move strongly into the “new tech” arena, should it not also be working with its current long-time user base to maintain brand loyalty, and convert these people to their own approach to the “new tech” way?

In other words, this IS the time to focus on the senior market!

Comments

[Linda]

I think these businesses are not paying attention to the "true end user."

In my spare time I teach a beginers course to computing for older adults (Seniors and Boomers). I always give a little survey at the start of every new term. In it I ask them basic questions that will help me structure the class to their needs, strengths and weaknesses. One of the main questions I ask is if they own their own computer, and then if they bought it on their own or received it as a gift. Approximately 90% have received the computers as gifts, many times it is a hand me down computer from their children or even grand children who have bought a brand new computer.

I think these hi-tech companies need to do a little more research into not just making the best computer for their enduser that they see (which are the gen-xers and boomers), but paying attention as to where the old computer goes to after some one gets a new one. They don't end up in the trash anymore.

I've discoverd that this is what happens with many hi-tech items. The items get passed up instead of down like hand-me downs. It is the younger generation buying them but it is the older generation that is reaping the benefits.

For example in my own family: my one cousin, a true gen-xer, gets a new cell phone every time technology changes (He loves the new gadgets). What he does with the old cell phone is pass it up to his parents. There is nothing wrong with this since the technology is not obsolete it's just not cutting edge but I know next year or maybe next month they'll be getting the one he has now.