找出IT产业的蠢事－20年来高科技行销的大灾难的第三章-缩水产品的阴霾，第三章提到 IBM 到 IBM PC 成功之后，又发表了一款缩水次级功能的 PC Junior 来攻占家庭市场，结果大为失败。这是一个很常见的市场行销错误，把产品的关键功能拿掉，产生一个便宜的次级品，消费者是不会选择这种没有价值的产品的。而 IBM 持续推出过时的电脑，也让他逐渐退出 PC 的市场。
这样的简单摘要看了会不会晕，那就让我们一节节地来吧。
上帝很快就会扣响你家门
这一节ㄚ琪并没有学到什么重点，但是DOA(dead on arrival)，这个词汇至少看到两次，应是作者喜用的字汇。
市场疯了
这里头提到，Peanut的始末，它的英文维基‘The IBM PCjr (read “PC junior”) was IBM‘s first attempt to enter the home computermarket. The PCjr, IBM model number 4860, retained the IBM PC‘s 8088 CPU and BIOSinterface for compatibility, but various design and implementation decisions led the PCjr to be a commercial failure.’
看起来IBM的行销策略很厉害，但是后来的产品却不怎样，看来IBM因此停止前进了。
破碎的梦
据作者说，‘这台昂贵丑陋电脑的最后一个明显毒疮是令人感到恶心的”chiclet”键盘’。这种Chiclet keyboard竟然维基也有英文的说明：‘A chiclet keyboard or island-style keyboard is a computer keyboard built with an array of small, flat rectangular or lozenge-shaped rubber or plastic keys that look like erasers or “Chiclets“, a brand of chewing gum manufactured in the shape of small squares with rounded corners. Most often the tops of the keys were hard, but sometimes they were made of the same material as the rubber dome itself. For example, the keys on Sinclair ZX Spectrum computers were “rubber dome keys” which were sometimes described as “dead flesh”, while the “American” version of the Timex Sinclair 2068 was described as having “chiclet keys”. Chiclet keyboards are characterized by having each key surrounded (and held in place) by a perforated plate, so there is a space between the keys.
Since the mid-1980s, chiclet keyboards have been mainly restricted to lower-end electronics, such as small handheld calculators, cheap PDAs and many remote controls.’看了维基的图片之后，只能对这种键盘摇头了。
这里提到了IBM犯了两个错误，一不能了解Silicon Beast的力量 — 这是IBM自己带入业界的力量。作者建议可以用”围而扩之”的策略，Microsoft就运用这个策略来迎接”开放”标准的挑战，并将这些标准转换成Microsoft可以控制和行使权威的专有技术。
也不知IBM犯了这样错误的伤口何时可以痊愈？只能说很痛吧。
缩水式市场行销术的窘况
第二个错误是‘IBM实施了不合理的缩水式市场行销术(subtractive marketing)。所谓的”缩水式市场行销术”指的是将一款成功产品去掉层层功能，直到迥然不同也远次于原始产品的新产品出现。然后缩水式市场行销者祭出他的第二次创造，即以”稀有”或”省钱”诉求来宣传”缩水”产品，但从未奏效过。如果让消费者来选择，他们当然会拒绝那些”败絮其中”的东西。”缩水”产品可不会提高其价值！’
作者也有一套解决的方法，就是”建构趋向”(building toward)的市场策略，感觉很像Windows ME的手法。作者提到可以增设游戏摇杆、附赠游戏、使用单键立即进入游戏、”一触式”荧幕关闭等功能。
原来简化版本是这么地让大家吐血，但还是很多厂商在做，希望藉由这节引以为鉴啊。
