Land Rover, maker of large, luxury vehicles has actually announced that it is going to make its rather own smartphone. This is a terrible, terrible idea.
It’s teamed up along with Bullitt Group, which a press release described as, “among the fastest growing and largest privately owned technology teams in the UK.”
F**k it, we’ll do it live!
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While we have actually no doubt the Bullitt Group has actually located a niche corner of the market in which to ply its trade, big fancy companies love Land Rover appear to have actually forgotten that there was a slew of luxury branded phones not so long ago. And they were shite.
Do you remember the Prada phone gained by LG? Or Samsung’s smartphone designed by Giorgio Armani? Or exactly what regarding Sharp’s attempt at a Ferrari smartphone? We’re sure you remember them, however did you ever actually own among them?
No, of path you didn’t. Due to the fact that a phone is not a handbag or a piece of clothing. It is a tool that has, gradually, over time, borrowed aspects from luxury brands to guidance make people form emotional attachments to them. Not the various other means round.
Using the cache you have actually in one industry to jump in to a whole brand-new vertical simply Due to the fact that you can easily isn’t obtaining the point of why were own a phone.
Sure, the phone Bullitt Group built for JCB was an indestructible device that rang truly loud. Is Land Rover going to do the exact same – considering they’re scrapping its toughest model in favour of something much more commercially viable? I believe not.
If I were lucky enough to own a brand-new Land Rover, why would certainly I defeat my flagship smartphone and reinvest in a whole brand-new ecosystem?
Android and iOS have actually millions of apps, hundreds of thousands of developers, and two of the wealthiest companies worldwide along with their legions of staff tasked along with making these machines as advanced and adaptable as they can easily be.
In the press release, a spokesperson from Land Rover says it will certainly produce a, “groundbreaking portfolio of mobile machines and peripherals which will certainly take the brand in to a brand-new and exciting commercial terrain.”
If either Land Rover or Bullitt Group have actually managed to spot a gaping hole in the two the app and peripheral economies that surround smartphones, my tips would certainly be to not bother going through the ache of having to build a whole brand-new distribution platform, developer base, extensive customer research, oodles of UX and UI testing and the manufacturing ball aches that come along with attempting to build proprietary products from scratch.
Now, to be fair, Bullitt has actually a history of building stuff on Android, which makes sense – and we have actually to wait to hear regarding the specs on this phone. However, it’s still a brand-new phone, not a brand-new app, which is rather difficult to do.
Just ask NASA. Due to the fact that space hates electronics, it has actually to develop, build and test every one of its own hardware and software.
Yes, space is a slightly tougher environment compared to consumer electronics, however it’s among the several reasons why people on earth carry round machines that are light years ahead of exactly what people on board the Global Space Station use.
So unless Land Rover are preparation on building their own reusable space shuttle, I suggest they shelve their smartphone and concentrate on building cars instead.
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