Unique selling points: Apple, Google and Microsoft
Charles Arthur yesterday pondered what the USPs were of the big three technology giants of our day: Apple, Google and Microsoft (listed in alphabetical order, for those trying to read too much into things). He was after the companies’ USPs, as opposed to those of the products or services they offer. But naturally, these worlds overlap somewhat.
Here’s my attempt at a response.
Apple: its USP is its user experience, or UX to coin a slightly wanky abbreviation. Its products are beautiful to use—simple as that.
Google: its USP is its deep understanding of the relationship between users and web content. Whether this is search and results or targeted advertising, Google is able to connect the two better than anyone else.
Microsoft: its USP is fulfilling vital, generic functions better than anyone else. Word, Excel and PowerPoint merely represent replacements for lined paper, gridded paper and blank paper respectively, but the functions therein are so rich and deep-rooted that they will continue to dominate this space for some time to come.
I’d be interested in other people’s perspectives on this, as indeed would Charles, I expect.