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Just a Thought: Wrong Choice of Word

September 2, 2010

Competition to Apple’s successful iPad heated up a bit as Samsung and Toshiba unveiled rival tablet PCs that they hope will steal some of Apple’s thunder, the AFP reported.

But, please don’t use the word ‘killer’ in your advertising campaign.

The headline on the AFP story was: Samsung, Toshiba take on Apple with ‘iPad killers.”

Later in the story, there is a sentence about the success catching “California-based Apple’s competitors on the hop and they have been rushing to respond with their own tablet PCs, or “iPad killers” as they are collectively known.” Why the word ‘killers?’ Can’t figure that out, but want to understand what whiz thought up iPad killers. Isn’t there enough death and destruction without it now coming into headlines as a business slang?

Samsung’s Galaxy Tab, presented at the IFA electronics trade fair in Berlin, Germany, has a seven-inch (17.8-centimetre) touchscreen, slightly smaller than the iPad’s 9.7 inches, and uses Google’s Android 2.2 operating system.

“Samsung recognizes the tremendous growth potential in this newly created market and we believe that the Samsung Galaxy Tab brings a unique and open proposition to market,” mobile communications unit leader JK Shin told AFP.

Reports in the trade press said that the Galaxy Tab will be more expensive, at 799 euros (1,025 dollars) in Germany and 699 euros in France.

Toshiba meanwhile lifted the lid in Berlin on its Folio 100, which boasts a slightly bigger screen than the iPad — 10.1 inches — and which will reportedly sell for a competitive 399 euros.

The Japanese firm aims to have the Folio 100 hit the shops in Europe in the fourth quarter. And in another blow to Microsoft, the gadget runs off Android.

Apple sold more than 3 million iPads in the 80 days after they went on sale in the United States in April, with demand so strong that some U.S. customers had to wait several weeks to get their hands on one.

Since then, the device, which uses Apple’s own MAC iOS operating system, has gone on sale in more than a dozen other countries and is poised to hit the shelves in China, the world’s largest Internet market, later this month, AFP reported.

But, it’s time to cut out the word “kill” as an effective business model. I’m not sure how many people would buy something if they knew it was killing something else, right?


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