This week announcement that Cisco is shuttering the flip video store, but was the latest twist in the history of market leading device share. The flip got its start after the change of its creator, pure digital, its original disposable camcorders reusable are shown after hackers have, that it could be done. And its success continued to defy, that the product would response against a whole series of digital cameras and Smartphones increasingly competent, agreement the wettbewerbsf?higen-- and also high-definition - could shoot video.The Flip rose well above the market share of companies with far stronger brands such as Sony and Kodak, although the latter gains on a number of hits, including the Zi8 1080p-shooting and waterproof PlaySport. It even fought back a first foray by Apple's iPod nano and was still holding its own after the debut of the latest iPod touch, HD video capture function of the iPhone and it took without a contract available provided. Yes, the flip was hard. That is, why says volumes its cancellation of Cisco, the company that it for some $590 million of stock acquired.
Cisco had to not be growth with a consumer show product line, which could easily complemented with acquisitions and derived, little connection with the mother of marketing-still less as a Linksys, networking line of business. Cisco tries to safely. But the flip group has a few wrong movements that stuck out like a pop-out USB connector, and with little of this spring-loaded joy.
During flip pioneered and benefited from a differentiated focus on video-sharing, was his take scenarios to two sharing flat. The first was the TV bridge, the $100-FlipShareTV, which tried, fat to those without a home network by including a USB broadcasters offer. Unfortunately requires dongle to a PC or Mac, to be connected to send video to a field, only with Flipshare software makes it unnecessarily difficult worked.
Another was on d-go single Exchange from the same side as attempted a Palm-sized miniature theatre which will push the flip HD. But the $230 slide HD was a thick, expensive, and its touch implementation to bad later, cheaper competitors such as the Sony Bloggie touch and Kodak play touch. Then there is FlipPort, a classical lock-in effort, the Apple dock connector rivals visor PDA was less but still add on products as the old springboard connector for the Handspring attracted. The lesson: If you're going to lock in consumers it is advisable to build, people a prison in anyway want to move.
While none of these miscues sunk flip it all shown how strict the product between a table and two hard - was put the plate is subsidized smart phones, which could do increasingly more with video. the first is tough place flip of minimalism a.13.9 the high-end market of the camcorder with manual white balance adjustment controls ideal; and the second hard place is the integration in Cisco's connected world. The flip lived a different month, we could have seen at least integrated WiFi, an important step in the direction of progress on this front.
And the flip had a strong run for a longshot device and would all but certainly it in the hands of the holder one more years ahead. Spent Cisco strongly promoting the camcorder during the holiday 2009 and 2010, consumers the question, "Do you flip"? Cisco has certainly.
Next week on the heritage of the flip will look, not only the camcorder category was wrong, but effects on other technology companies from startups to Fortune 500 companies had.
Ross Rubin (@ Ross Ruby) is executive Director of industry analysis for the consumer technology market research and analysis of the NPD Group. Views in his own are turned on.
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