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EnlightenedOsote's blog: "TECH."

created on 07/01/2007  |  http://fubar.com/tech/b97754
Flash and Burn When Muhammad Ali dismantled an opponent, he didn't just methodically pound him into the canvas. Instead, he danced (some say floated), smiled, made faces, and just plain over acted. In other words, he confused his opponent and he got and held our attention. Sometimes winning in technology requires a little bit of the flash and dazzle. I think Sony got that. For example, Blu-ray drives arrived in PCs before HD players. This might not have hurt Toshiba so much, had the company not lagged way behind Sony in burner availability. Prices for burnable Blu-ray discs are still ridiculously high, but you know geeks scooped them up just so they could tell their techie friends that they just burned 50 gigabytes to one disc. TV and Smart Marketing Muhammad Ali was good TV. In fact, if you like boxing, there was nothing better (whether he was talking or fighting). Toshiba and Sony both sell TVs, but ask anyone on the street who sells the best TVs and HDTVs and they'll invariably answer Sony. Its Bravia is considered a high-water mark by many. Part of Ali's allure and success involved everything he did outside of the ring. Ali would wage a verbal marketing campaign that made fight enthusiasts and his opponents wonder if the fight had been won by Ali before anyone ever stepped into the ring. For a long time, Sony's marketing was a bit more rope-a-dope than aggressive sell. Then late last year, Sony rolled out a series of aggressive television ads that elegantly tied together Sony Blu-ray content with the players and, more importantly, Sony HDTVs. Finally, there was a full marketing package, a compelling message that perhaps turned on not only consumers but fence-sitting partners who were tying to satisfy both the HD DVD and Blu-ray camps. Toshiba started running similar ads, but because they came after Sony's, they had the feel of mimicry. Never Give Up Muhammad Ali is the only three-time world heavyweight champion (or at least the only one I recognize). The man never gave up. When he seemed down and out, he would train harder and come back with a new strategic battle plan that would usually flummox his overconfident opponents. I give Sony credit. I counted the company out early on, and I think others did as well. Last summer there were reports that HD DVD had taken the lead in the format war, but those claims proved chimerical. Toshiba, on the other hand, made a critical error in January when it responded to Warner Bros. dropping HD DVD by canceling a major Consumer Electronics Show press conference. Muhammad Ali never would have done that.
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