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Marketing hype in the technology industry

Business | Technology

We have all seen or been involved with over-hyped technology launches. Do they really work or do they damage our credibility or does it really matter when the technology gets superseded or at least copied within six months? The relentless pace of development in the tech sector that means the industry is always coming out with something faster, smaller yet bigger, cheaper, cooler, greener or just generally slightly better than the previous “solution”. The problem for marketers is to create a stir and a buzz without running out of superlatives or credibility.

Apple are masters at building the suspense for a “major” launch, only rarely coming out with a complete surprise but, in general, pleasing the waiting throng with a combination of cool tech sprinkled with odd disappointing omission. This was the exact format for successive versions of the iPhone but by the third generation most of the omission had been addressed, although the iPad continues the tradition of being exceptionally desirable but still slightly lacking in certain areas. In recent times only the MacBook Air was much of a surprise, but yet again flawed brilliance.

Cisco came in for some backlash for over selling the launch of its new CRS 3 Carrier Router which it promised would forever change the internet. Make no mistake, with its capacity to handle simultaneous video calls for everyone in China or to download every film ever made in four or five minutes while being significantly greener than the old model, the router in question is very impressive. It will surely be very successful for the company and will help in building a faster and more efficient internet infrastructure, but let’s be realistic and say it’s one of 100 things that will forever change the internet this year. That label can be attributed to a wide range of internet innovations from business models to technology so it was unfortunate that the marketers got ahead of themselves slightly.

Whether it’s 3D TV, internet routers, classroom projectors, enterprise software or the coolest handheld device, balancing innovation and excitement with reality in the tech industry is a tough job for marketing groups. We all want to give the media something to write about, but for the sake of credibility let’s keep things in perspective.

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