Life cycle for IT producst is shorter than ever

Why to buy Wii today because in two or three months time your gaming console will be totally obsolete? You may ask yourself the same question when it is about laptops, tables, TVs and so on.

Many years ago you buy to “last” years, for example in 70′ a TV box were kept alive 10 years or more. A few years ago you buy stuff almoust every two years to take advantage of new technology.Most of contracts with providers and shops (lease or loan) are even today mostly over a period of 2 (two) years.

Today (at the time this article is written) the process is accelerated dramatically. You may buy a new version of a product and in 6 months or less (it depends how lucky you are) a new upgraded and more powerful and smarter version of the same product is on the market. You may stay with the old one but you may go for the new one even if you just got used with your current one. Motivations are very different for example: my friend has the last one, awesome, I want it! Or, I just need a “Dual core tablet” to be able to manage better all in remote .. just in case I am away.

What are the implications this way of IT(and not only) “goods consumption” have over our life and business relations is a good subject for a book. Anyway all become very interesting.

For example from marketing / advertising perspective there are many changes that must be enforced into the way a product is advertised / launched. The launching advertising campaigns must be more powerful compared with the “keep alive attention” campaigns. At the same time now any product has not only the opposition as competitors, it has the last version which is well done and it is still doing proper its job. This campaign must convince users that they must give up with the previous one and go for a new one. How you can tell someone after six month time that what he bought is not so good and he can spend again… this is the art of selling.

More info about how to organise powerful marketing campaigns on OLALA Advertising website. OLALA Blog is a good source of documentation as well.