Hardware and their failures — Can they be considered as a strategic sales tactic?

Hardware Failures

With over a decade of usage of gadgets like mobile phone, tablets, laptop, smart watch and PC’s digital world has influenced each and every one of us delivering disruptive hardware solutions. Did you ever thought of the cost that we as a consumer pay to keep ourselves equipped with all these machines we use, in this digital era? How do you count on your spending’s? Cost you pay to purchase, operate or maintain the gadgets that you use?

Theoretically, yes! But subconsciously?

We are so much involved in this digital life that we only tend to consciously take decision to purchase a new product, after which whatever we do in our life whether it be our next decision or a spending on the acquired gadgets, all are driven by associated company policies and their strategies. How much do companies earn from their consumers can really be depicted by its capacity to sell new products or its ability to charge for maintaining an existing product.

In such case how can we make a right choice for a right hardware that we choose? Is there something that they can checklist on? Battery failures rates? Screen malfunction frequencies? Processors or memory degradation break even? Keyboards and touchscreen qualities? Camera, speakers and lot more to enlist.

To find the answer to this question, let us take a step back to what do we usually think while purchasing a product. So to quickly define a product, a product is ideally a solution to our routine problems or expectations. Which means we need to think on what we really need to solve our purpose. If it is a Smart phone or a smart watch or a tablet or Laptop that can solve the purpose. Once decided we look for the manufacturers, retailers or places that sells such gadgets and with bit of a research and opinion from friends, family and colleague we finalize to purchase. Now we come to a check point where we look for the existing products and brands, latest configurations and its value for money. Literally, that is it! We are all set to purchase a product.

With above tendency of ours, are we indirectly been targeted to a strategic sale? Let us try to analyze the answer for this question by enlisting few practical cases.

  1. Times when you have experienced that you purchased a new product and the parts or whole gadget got malfunctioned within its warranty period?
  2. It might have also happened that product failed, just after couple of months, week or days from the date of warranty.
  3. Have you went nuts listening to the conversation of a company representative from service and support sending you illogical template driven response as if you are a machine with some command prompt to feed in?
  4. Do you feel victimize upon presenting or escalating a practical scenarios which later are been suppressed by company representatives excusing upon the company policy?

Bingo! All of these forcing a consumer to either purchase new product, a new part or opt for extended warranty! So, as in for software’s you pay licensing cost what about hardware’s? Simple! You pay premiums, yearly or biyearly!

Diving a step further, have you thought or really noticed about what are the parameters a company might consider to declare their warranty policies? Do they only consider durability of a hardware and the components used in the hardware to decide on how much guarantee they should take depending upon best of the use of a hardware OR Is it completely new dimension of a SALES TACTIC, that is, limit the free support by carefully researching and analyzing the durability of a hardware and then defining a thin line in between product usage life-cycle, user addiction and reliability measures of a product versus urge and addiction of user looking for a solution of a worn out product!

Not everybody thinks so complex! Isn’t it? Not everybody dives this deep while they are about to buy a new gift, new gadget or new instrument for their daily use.

Everything burst out on support sites, social networking sites, escalation emails, phone calls, service stations or even in media when consumer get stuck up and hanged in the middle of the ocean or getting dependent on such products for resuming or commencing their daily routine!

Though in the end with lot of struggle result is simple, either customer purchase a replacement or change brand preference, with a hope that this will not repeat again! Is that true? But, don’t you think that the scenario should be much different than what it is? Should the brands keep building their business upon such loop holes that exist between product presentation, product performance parameters, product service area and an expected solution by a consumer from a providers? OR should it be the brands that needs to stand by the product that they launch into the market with complete backup to provide excellent customer experience and support?

Dell came up with a laptop in home segment with a brand called Inspiron ranging from $500 USD to $1100 USD with average durability and high ratio of general problem of battery failures, compared to its another brand of Alienware that range from $2000 USD to $3100 USD. Similar cases can be noted on internet if we talk about other brands like Lenovo, Acer or HP.

Should the companies concentrate to introduce a reliable product or simply keep introducing a competitive product for other brands keeping themselves active within definite consumer segment?

Is this an effective marketing strategy or a good after sales strategy to earn premiums?

Should consumer simply accept the standard policies that companies mention in terms and condition driven on defined lines Or get a value for money, time and trust that consumer put on any product with genuine service and support that a consumer should get?

There are brands that strategically launch products and service that they can effectively and efficiently serve!

Can disruption in hardware bring revolution in this digital era? Kindly share your thoughts.