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Apple Is Making Software Updates Expected

By Lori Sylvia
EVP, Marketing
Red Bend Software

On my recent return trip from Red Bend's Beijing office, I picked up the International Edition of The Wall Street Journal. The newspaper had a cover story titled “Jobs Retakes Center Stage at Apple Event.” I noticed something very interesting. On the second page of the article, there was a sidebar called “Nice Little Things Stand Out Among Nifty New Features.” It discusses the free iPhone version 3.1 software upgrade and the feature improvements it includes.

What is interesting to me as a marketer is that the WSJ -- one of the world’s most prominent business newspapers -- gave the topic of software upgrades this kind of “ink.” For years software updating was associated with repairing defects -- not very sexy, and certainly not something the WSJ would write about. But increasingly the mobile industry is using software updating to deliver new features and improvements that increase consumer satisfaction with their mobile phones.

With Apple using software updates to enhance the value of their phones throughout the phone’s lifetime, Apple is driving up consumer expectations that they will always get software upgrades when they buy an iPhone and that they will always get new features while they own the device.

Just like Apple put app stores on the map, Apple may influence other OEMs to use software updating strategically, not simply to save customer care costs by repairing defects but also to deliver a more compelling user experience that keeps consumers satisfied and that builds brand loyalty. Those OEMs delivering firmware updates over the air (FOTA) have a true advantage over Apple, which is still using a cable-based (tethered) updating method. Because once consumers expect that they can upgrade their phone, they’ll demand that they can do it dynamically in real time. A true mobile experience means downloading music, games, applications and, yes, even the latest software update when you want it no matter where you are. Pretty soon, who will want to buy a phone that can’t be updated wirelessly?

posted by Red Bend @ Friday, September 25, 2009 - 2:23 PM

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