Sony has become my go-to example of how not to behave if you are the kingpin. Of all the major platforms PlayStation is the most branding- and marketing-led, and yet it is the least well regarded. Developers, journalists and many fans like some of the games on the PS3, but Sony PlayStation the entity? Not so much.
Sony's big mistake was to develop the most recognisable game platform in the world and then decide to strip mine it for profit. It acted as though its position was unassailable, that authenticity and branding were the same thing, and so it could do as it pleased. In so doing it sacrificed execution in software, hardware and even its fabled design standards, and so lost trust.
Trust is an essential part of succeeding in the viral economy because relying on advertising in prime time is not that effective any more. Given that the future is going to be about more platforms rather than less, and you may one day end up running your own, you would do well to take heed of Sony's slowly unfurling demise.
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Gatekeepers sit in a position where the customers need them more than they need the customers, and the incumbent advantage that that brings is very profitable even if the execution is merely competent. Gatekeepers don't especially care about maintaining a relationship with their customers as long as they pay. Trust is only a requirement to the extent of legal obligations and anything beyond that is generally more of a branding statement than a genuine part of the company and its products.
In non-toll industries there are really only two business models: Make a commodity or build a relationship. If you go into any electronics store, for example, you will see banks of identical cheap laptops. They are commodities, all much the same, and the companies that make them operate on thin margins. They too are not especially interested in the relationship with their customers beyond a cursory nod to whatever the competition is doing because they rely on prominence at retail. You only ever see about half a dozen PC manufacturers in any branch of the UK chain PC World, for example, because those are the manufacturers that have partnerships with PC World to get prominence on the shelves.
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The difference between the relationship company and the commodity company is that customers care, and even evangelise, on the company's behalf.