Thursday, July 26, 2012

HP’s Touchpad and WebOS Failure:Key Proposition and Value Proposition Analysis



HP’s Touchpad and WebOS: Tablets have bifurcated PC market and are taking sales from devices such as Netbooks, PCs and Notebooks. HP, the world’s largest Technology Company was pushed into the tablet market in order to survive. HP’s hardware expertise cannot be questioned but in order to meet the competition offerings it had to build software too. Many companies that decide to modify course do so through acquisitions. HP acquired Palm to enable

control of both the software and the hardware, so as to create a largely seamless user experience like Apple.

Key Proposition:
A - PODs: Touch to share, Synergy, Just Type, wireless charging, Attractive visual, card metaphor
B – POPs: Ability to play Flash, 9.7-inch screen, Price, Better sound system
C- Competition PODs: Great Product, many applications and developers, Light, Fast response, Great Battery Life, rear camera, 3G/4G capability
HP’s key proposition was to offer WebOS as an alternate to Apple’s IOS and Android systems. According to Todd Bradley, Executive Vice President of HP’s Personal Systems Group, Touchpad differentiated itself from the competition through 3 main features – Touch to share, Synergy and Just Type. Touch to share means the Touchpad and HP’s Pre 3 phone can be paired and synched just by tapping them together, and then information can pass wirelessly between them. Synergy refers to a feature in webOS that merges multiple sources of information into one interface. For example, when registering Google and Facebook accounts, all scheduled events appear color coded in the Calendar app. It's also possible to print directly to wireless HP printers. It also features an innovative system of managing different on-screen cards that can be grouped to keep parts of related tasks together. ’Just Type’ allows search of wide range of Web sites and information on the tablet just by tapping an area of the screen and starting to type. HP’s touchpad is the only tablet which allows wireless charging using HP’s inductive charger, It's an optional-extra accessory though. The “card” metaphor, can be used to dismiss an application just by simply flicking a window.
The Touchpad shares a few features with the iPad. Both have 9.7-inch screens and their height and width are nearly identical. When introduced, they were priced the same too: $500 for a Wi-Fi-only model with 16 gigabytes of storage and $600 with 32 gigabytes. Touchpad has the ability to play Flash like Android Systems and unlike iPad. It also has better sound than the average tablet with the Beats Audio speakers found in some of its high-end HP laptops.
Apple’s iPad is considered the best as showcased by its huge market share. Apple has the widest and deepest ecosystem of vetted, third-party mobile apps (Apple Appstore) for its iPads , iPhones and iPod touch devices. Android too attracts developers as many manufacturers use it on their hardware. The gulf is growing by leaps and bounds every day. Apple has 90,000 applications vs. HP webOS’ 300 applications.  The Apple’s Ipad is lighter, has a very quick response, great battery life and also features a rear camera. HP’s first generation Touchpad didn’t have 3G/4G capability like its rivals; it can be used only in places where wifi is supported.
Value Proposition: HP’s TouchPad failed to deliver any significant value. It features hardware that did not have the specs behind it to make webOS shine. Also, when introduced, it was priced equivalent to the superior Apple iPad, which considerably reduced its real and perceived value. Customers didn’t see any benefits for the sacrifice they have to make to move to HP’s touchpad from the iconic iPad.

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