This week I'm going to pick out some companies that are breaking out of their molds and doing things that could not only allow them to survive in these hard times but flourish.
Palm out Apples Apple
The Palm Pre where do I start? It was like going to a revival meeting.
At the launch announcement there were screams, moans, I'm convinced the guy next to me was about to start his own personal halleluiah songfest if he didn't have a coronary first. It was quite latterly like a good Steve Jobs product announcement.
What makes Apple truly different is that the products are designed to present well, and with the Palm Pre it was as if they went down a list of what folks liked about the iPhone and made those things better, and what they didn't like, and fixed them. They even, during the presentation, took shots at Apple, suggesting subtly that the company couldn't execute. It was corporate trash talk and the audience went wild.
They took a lot of chances doing this, but the result was that they owned the show. So many firms are so afraid they will make a mistake or over promise they fail to build any excitement for their products and then seem surprised that the "if we build it, they will come" model doesn't work outside of movies.
Palm got a standing ovation and if they can get this product out by June and I did get to use what appeared to be a very solid and market-ready device they won't be able to make enough of them to keep up with demand.
Phoenix Technology Kicks it Into Hyperspace
Both the Palm product and Phoenix's Hyperspace are based on Linux and represent the best personal implementations of this platform I have seen. Phoenix is known for BIOS but had been languishing in a market that seemed anything but exciting. So they decided to step out and use virtualization to create something that, rather than competing with Windows, worked in conjunction with it, making both better.
Linux has advantages in that, like Macs, its UNIX at its core and few viruses can run successfully on it. On the other hand it is application poor and comparatively hard to use. Hyperspace takes the Linux advantage and uses it to create a secure, extremely fast booting and browsing environment. But you still can fast switch into Windows to do your work.
The product is simple and elegant and rather than spitting in the face of Microsoft it cooperates with it (much like Microsoft is doing with Novell). In the current Obama environment cooperation seems to be the method of the day and this product speaks to this like no Linux offering on the desktop every has before.
I think it is brilliant, and they had folks all over the show passing out disks and effectively pulling crowds into the booth. Nicely executed!
AMD is a desktop processor company that typically lives under Intel's shadow. There were two laptops that stood out at the show and one, for once, was based on AMD technology.
This was the HP DV2 which was nearly as thin as the MacBook Air, could play Blu-Ray movies, and had a starting price close to $600, with better performance than the current MacBook air (largely due to the graphics in the box).
Jet black with chrome accents, this 12" notebook isnt a Netbook and yet still is very affordable. But the out of the box thing was that AMD, which has never been known for notebooks, had probably the best product for the current economy and it was under the market leader's brand.
There wasn't any room in the show that didn't have an AMD Dragon image of some type. AMD is consistently out marketed by Intel and this time, for what was likely a fraction of Intel's budget, they got vastly more visibility for their better named offering.
Part of packaging for consumers is coming up with something they can look for and lust after and Dragons have always been hot. They were able to get this into one of the most popular gaming platforms, the Dell XPS, and at an affordable sub-$1,000 price point, which is unheard of for the brand and perfect for an economy that is in the tank.
In both cases this was out-of-the box thinking and it paid off.
Dell Does Design
Dell historically is known as a follower and the company that built low cost product they sell directly. In 2008 they started changing that image with custom designs, colors and an ever richer XPS line.