A March 1, 2018 article in the Business Insider discusses the pending launch of a Brooklyn-based startup known as Light and its new product, the “Dumb Phone.” It is described as a “. . . minimalist phone that can do only a handful of things. The phone doesn’t have any apps. Instead it can make calls, send texts, handle simple directions, and set alarms. Light, the company behind the phone, wants to make a device that is used as little as possible to get people off their smartphones.” Assume that the “Dumb Phone” looks just like an iPhone X but will cost consumers about a third as much (for the phone as well as the service).
According to Rogers, what characteristics of the “Dumb Phone” are likely to help its adoption by consumers or hurt it? Please identify a consumer market segment that you think would be best for Light to target, and discuss why you think so. Identify a consumer segment that you think will NOT be a good segment for Light to target, and explain why you think so. Assume the company has a budget of a few million dollars to advertise and promote the product. Please discuss key marketing actions the company should take in order to take advantage of the “Dumb Phone’s” characteristics likely to help its adoption by consumers, and to mitigate the influence of characteristics likely to hurt its adoption.