Niche Overload: Who Chooses Choice?
ASUS have graced the front page of SlashGear quite a lot over the past few months, and while as a company they have a broad range of different products it's usually the Eee PC that gets them noticed. With the count being 23 models in total (both currently available and planned), many commentators are beginning to lambaste ASUS for "yet another Eee". When it comes to model choice, it's tough to think of a user not satisfied by what's on offer.
Contrast that, say, with another topical toy: the iPhone 3G. It's certainly not news-shy (in fact we have a whole separate blog, iPhone Buzz, dedicated to the handset), but Apple's coveted cellphone is distinct partly because there's relatively little choice. Capacity is one half of it – 8GB or 16GB – and color is the other – white or black – but aside from those basic decisions it's "one size fits all".
Most of us would argue that having choice is a good thing. Part of the fun-factor in consumer electronics and gadgets in general is the anticipation. By that I mean the whole build-up to buying: the researching, the comparing, the reading of every review you can find, and finally the decision that yes, Product X is the best thing for me on the market today. In fact quite a few people I've spoken to have admitted that the gizmo itself can sometimes be an anti-climax.
Who, though, serves us – and, in turn, themselves and their shareholders – better: ASUS with their massed options or Apple with their "this is what you want" attitude? Both are unusual within their segment: Apple has a small portfolio compared to other cellphone makers; ASUS has a large portfolio compared to other netbook makers. On the one hand, psychologists have suggested that excess choice actually leads to anxiety and indecision. On the other, analysts have suggested that Apple's minimal offerings will see it struggle against Nokia, Samsung and the rest. Yet both are doing well in terms of sales and reputation.
Consumers want the best product for them, the ideal combination of features suited to their lifestyle. They also want the iconic gadget, the must-have mixture of fashion and technology. I know I'm guilty of both. When does ample choice topple over into options-overload? How do you know when to stop looking and just buy? Let me know your thoughts – and if you prefer the ASUS or the Apple approach – in the comments.