Learning about user feedback the hard way

TechCrunch points to a Fast Company interview with Apple execs, says The Apple Maps launch fiasco led to the iOS public beta program. Really interesting interview with Eddy Cue and Craig Federighi, among others, talking about two big issues that the company overlooked.

The TechCrunch headline focuses on the “public beta” aspect of Apple’s post-Maps transformation. I’d argue that an even more significant aspect is highlighted by Federighi’s comment that “we needed to develop competencies that we initially didn’t appreciate… Maps presents huge issues relating to data integration and data quality, things we would need to do on an ongoing basis.” They’re doing them now, to the tune of an added 4,000 workers in an Indian development center focused on Maps data.

The whole 2012 fiasco – which I believe has been turned around, btw – was completely avoidable had Apple done any strategic analysis on the maps market. A little Porter’s five forces would have drawn their attention to the problem of barriers to entry, and a little thought might have raised the point that data quality was in fact a significant competitive advantage that Google had, and a sustainable one based on their existing efforts around data quality in other, more directly search-related fields.

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