Le lancement de certains produits peut amener à de spectaculaires échecs. En général, les petites et moyennes entreprises adoptent des stratégies marketing inspirées de grands succès commerciaux. Toutefois, il n’est pas rare que, pour diverses raisons, certaines actions marketing se révèlent un fiasco total. Aujourd’hui, nous allons nous pencher sur le top 7 des flops dans le milieu de la technologie.
Les ordinateurs Hot Wheels et Barbie
En 1999, Mattel annonce qu’il accepte de vendre les droits de licence de Barbie et How Wheels sur ordinateur. Les ordinateurs sont créés et vendus par la société Patriot Computer Corporation, une compagnie privée basée à Toronto. L’intérêt était de concilier les ventes des poupées Barbie et de faire augmenter la vente de CD-ROMs et de logiciels.
Le problème, les ordinateurs étaient de très mauvaises qualités, après de nombreux retours et de remplacement. La société a déclaré banqueroute en décembre l’année suivante en licenciant 200 personnes.
E.T. the Extra-Terrestrial
E.T. est un jeu vidéo sorti sur Atari en 1982, il n’a pas été le seul cette année à connaître un échec commercial, mais a été le plus spectaculaire. Ce jeu a été créé suite au film classique de Steven Spielberg. Le temps de programmation de ce jeu a été de 5 semaines en général, il faut des mois voire des années pour programmer un jeu à cette époque-là. Atari a dépensé 21 millions pour l’achat des droits de franchise et a dépensé 5 millions pour la promotion du jeu. Atari a créé 4 millions de copies du jeu, mais n’en a vendu que 1,5 millions. Le reste des boîtes a été enterré dans un désert par Atari.
Dreamcast
La Dreamcast est une console créée en 1999 par Sega. Sega à l’époque était un des grands piliers des consoles et des jeux. Effectivement, Sega avec la sortie de Genesis et ses jeux Sonic détenait 60 % du marché nord-américain. La Dreamcast est sortie face à la Nintendo 64 et la Playstation. Le manque de jeu et ses avantages qui sont trop spécialisés, compatibilité mondiale, l’ont desservi. Le coup de grâce à été porté par l’énorme succès PS2, 1 an plus tard qui a raflé toutes les parts de marché de Sega. Cela a été la fin de la guerre des consoles pour Sega.
Google +
Certains flops restent et ne sont pas de suite supprimés ou arrêtés par leur constructeur, certains s’éternisent. Google+ en fait partie, ce réseau social a été créé par un des géant de la Silicon Valley en 2011 pour contrer Facebook. Google + malgré des millions dépensés en campagnes marketing n’est pas arrivé à se différencier de Facebook. Malgré une augmentation d’audience en avril 2015, les usagers déclinent à 98 % les engagements utilisateurs. Google + a permis de partager des photos puis a fermé ses portes en 2019.
Windows 8
Windows a été lancé en 2012 est a été un cauchemar pour de nombreux utilisateurs. Effectivement, Windows 8 était pensé pour que l’ordinateur, les tablettes et les téléphones aient la même interface. Les utilisateurs d’ordinateurs ont été choqués et ne comprennent pas comment utiliser les fonctionnalités de ce nouveau système d’exploitation. Les utilisateurs ont préféré rester sur Windows 7 beaucoup plus familiers, par rapport à cet OS mi-tablette mi-ordinateur. Microsoft a réagi rapidement avec un patch Windows 8.1 un an plus tard et permet un passage gratuit vers Windows 10 jusqu’en 2025.
Google Glass
Google a annoncé ces lunettes à design épuré permettant de rivaliser avec les capacités d’un smartphone en 2012. L’annonce part du principe que “La technologie doit être en synergie avec vous – elle doit là quand vous en avez besoin et ne pas se mettre au travers de votre chemin quand vous n’en avez pas besoin”. Après une sortie en 2013 et deux ans de ventes décevantes, il était clair que les consommateurs n’avaient pas besoin des Google Glass. Le problème provenait des problèmes de vie privés, des bugs, de la faible durée de vie, du bannissement dans les lieux publics. En 2015, Google a décidé d’arrêter la vente de cet article.
Galaxy Note 7
Samsung après avoir dépassé Apple en nombre de parts de marché en 2016 a décidé de lancer sur le marché le Galaxy Note 7. Cette phablette mixte entre téléphone et tablette a été bien reçue, mais elle avait un sérieux défaut. Un problème de batterie a entraîné la combustion du téléphone, incluant lors d’un vol de Soutwest Airlines entraînant un atterrissage d’urgence et son évacuation. Le département du transport a rendu au États-Unis interdit d’apporter un Note 7 lors d’un vol. En octobre, à la suite de nombreux retours, Samsung a suspendu la production du Note 7. La compagnie a perdu plus de 3 Milliard de dollars et Apple a repris le dessus sur les ventes de smartphone cette année.
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