Originally Posted by Dr Millmoss
Selling the sizzle instead of the steak. Apple's ads don't dwell on specifications, or even the functions of their products. If the ads work at all, it's because they make you excited about the concept they are selling. I've got nothing against it; this is just how advertising works. This is what RIM is doing with this ad. Very light on the specifics and long on eye-catching generalities. A lot like an Apple ad, is what I thought when I saw it. That BTW is not a criticism. Apple is the master of this approach.
Lets compare like devices. The iPad, Kindle and PlayBook.
— iPad: Ads show the device in use and what the output is of various functions.
— Kindle: Ads show the device in use in a real world setting, an emphasis of how it bests current LCD display tech in the chosen setting and even lists the price point.
— PlayBook: The ad is 5x as long as the others yet you don’t get any feel for actual usage of the device and they don’t even show the HW until the end of the video with a brief display of app windows (or something) scrolling.
Does this ability to project onto all these different items for the first 2 minutes come with the PlayBook?
How did they manipulate the windows at the end when i saw no hand touching it?
BTW, they are not light on specifics. They gave a details of the specs for some reason, but left out the price. Kindle lists the price in the commercial while Apple listed the price and configuration at the end of the very first introduction and handheld demo of the iPad.
This is RiM and I consider them a good company that will absolutely follow through with this product, but it seems clear they are unsure what the price will be. This could be due to an unsure manufacturing strategy at this point or wanting to wait to see what other tablets (CES 2011?) are coming out at, including the iPad 2.
This is vapourware at this point, just like Courier was. They can list all the specs you want but they can change, and they probably list that in small text on their site somewhere. They showed no demo of the device in actual use, just professional animations to give the effect of it running smoothly… but nothing in a real world setting on in the hands of actual users.. Did you watch Jobs using the iPad and think that is didn’t function exactly as fast as it was shown? I didn’t.
My point is made better by this comparison to the Nokia N97 promo video, not unlike what we have in the PlayBook video except the N97 promo video actually focuses on the device itself, even if it all done by skilled animators. Note, the limitations of the N97 aren’t just the speed of transitions but how they are done. We’ll see when this comes out how accurate this video was to the real OS and UI on the real HW.