Page 327 - (DK) The Business Book

DELIVERING THE GOODS 325

See also: How fast to grow 44–45 ■ Thinking outside the box 88–89 ■ Protect the core business 170–71 ■
Morality in business 222 ■ Greenwash 268–69

Updated styling South Korean company posted
US industrial designer Brooke record profits of $8.9 billion, up 47
Stevens defined the term “planned percent from the year before. Over
obsolescence” as instilling in the same period, Apple’s share of
consumers “the desire to own the smartphone market in Europe
something a little better, a little Obsolescence never meant dropped from 30.5 to 25 percent.
sooner than necessary.” The the end of anything, This was no doubt partially due to
strategy of planned obsolescence it’s just the beginning. the popularity of Samsung’s Galaxy
was originally developed by General Marshall McLuhan S4, whose new features included
Motors, who realized that advancing Canadian media theorist (1911–80) the S-Translator, which enables the
technology would adversely affect user to translate nine languages
its future business. During the either from speech to text, or from
1950s, it began updating the text to speech.
styling of radiator grills, taillights,
and bodywork every few years to Status anxiety
encourage drivers to replace their Soccer teams also take advantage
cars more often. speed up replacement purchase, by of planned obsolescence. At the
Over the last 30 years, as giving cars regular face-lifts. The beginning of each season, most
technology has advanced, cars have redesigns are intended to encourage teams release at least two replica
become even more durable and status-conscious motorists to ditch uniforms for fans to buy. The home
reliable. Today, new cars are built their still perfectly good vehicles for and away shirts are restyled to be
to last. With regular servicing the the latest body shape. noticeably different from last
engine and transmission of a new year’s uniform. This type of
car will still provide reliable service New features planned obsolescence is based on
for over 250,000 miles (402,000 km). Car manufacturers also employ status anxiety. Many fans will
Typically, with average usage, this various other tactics to persuade choose to buy the new shirt to keep
equates to an expected useful life consumers to update their vehicles. up with other fans, or to show
of more than a decade. If drivers New car models incorporate loyalty to their team, even though
only replace their vehicle once cutting-edge features such as the shirt that they bought a year
every ten years, this would lead to touch-screen multimedia control ago may still look as good as new. ■
low sales for car manufacturers. systems for in-car entertainment, or
To generate higher sales levels, additional safety systems, such as
many carmakers now set out to technology that warns about lane
create planned obsolescence to departure and potential collisions.
Phone manufacturers, such as
Samsung and Apple, use planned
obsolescence to increase revenue
by persuading consumers to replace
still-usable cell phones or tablets
with something newer and better.
I believe in status symbols. In this highly competitive market,
Brooks Stevens the rewards go to the company that
US industrial designer (1911–95) creates planned obsolescence
soonest, which gives them the
Children in Zimbabwe wear soccer
fastest rates of replacement
shirts donated by English soccer
purchase. Samsung has used teams. Soccer fans in Europe will not
this strategy to great effect to buy last season’s shirts because the
boost profits. In July 2013 the styling is updated each season.