The problem with UMI's string of releases

Andrew87

Perhaps I am the only one who views this as a problem. If so, my apologies. This latest news that UMI is posed to release an "extreme" version of its Plus phone is supposed to make us giddy with anticipation. Instead, it just compounds an issue I have noticed of late. Doing a quick search on Google I've found out that UMI has released (so far) 4 cell phones this year: Touch, Super, Max, and Plus (not counting the London variant). I think it's fair to say that the Plus Extreme will probably launch sometime before the end of 2016, bringing the total to 5 "different" cell phones. Unfortunately, they're not all that different, neither in price nor specifications. Rather, it appears as UMI has been upgrading their template with each release, much like Apple does when it releases the iPhone 6 one year, only to release the "slightly upgraded" 6s version the next. As far as I know, Samsung has yet to jump on that particular wagon and has instead opted for releasing its S and S Edge series together on any given year but let's stick to Apple for this example. Their strategy is sound: release 1 premium phone per year or every 2 years. In this way, you're not only able to offer support for your product but, more importantly, it shows you're confident your product will stand the test of time for the next year or so. Imagine if Apple were to release the iPhone 6, 6s, 6t, and 6u, on the same year but spaced over a few months. People would riot, believing Apple was taking them for fools. With 4 different versions of the same phone now, odds are some people who would've otherwise bought an iPhone decide not to.

This is my fear with UMI's continuous string of releases. To my mind, it only serves to further damage their relationship with customers as support for previous models is dropped in lieu of newer ones, and not even a year has passed on these previous models! The relatively similar characteristics and price points hint at an inherent lack of organization and a distorted view of how marketing works. After all, there are only so many times you can announce a new product that's not particularly new before your consumer base tires. Indeed, people are slowly becoming disenchanted with Apple's own "s" upgrades. My suggestion? Do some benchmarking, look at Samsung and Apple, decide on a small release lineup for a given year, market different phones with (markedly) different characteristics and price points, and offer regular support for them for at least a year, maybe two. Be aware of your weaknesses: if your engineering team is small you will not be able to support a wide range of products so narrow your range to begin with. Doing otherwise will not only frustrate your customers but your staff as well.

I hope this advice is useful to you and that we'll see a renewed UMI in 2017.

Andrew87

Well, since the Super, which is the phone I own, UMI has released 12-13 new phones and barely a year has passed. That's like one phone for every month of the year! It's way past absurd at this point.

LeXuZ

With good marketing and loyal fans Umi could rise, I  mean just look @oneplus. But they would have to stick to fewer phones a year and provide good service to them.

Andrew87

phil_g replied at 2016-10-19 09:34
This the "just keep churning out product" business model. PC manufacturers went through this until t ...

Doesn't sound like a sound strategy for a relatively new company that aims to gain a foothold on the smartphone market. They need to earn some trust and goodwill by offering good support on their products, something they can't do if they release a new product every 2-3 months.

Andrew87

UMI Diamond.

I give up.

phil_g

This the "just keep churning out product" business model. PC manufacturers went through this until the market was saturated and then the smaller guys went bust. Umi make good value phones but they aren't family heirlooms, they are disposable items.

phil_g

the strategy works as long as there are plenty of new buyers entering the market, my umi replaced a 4 year old Samsung and was half the price

bunyamin

you are exactly right my friend, the key point is that release few devices support customers more like 1+. If  UMI can do that then it will catch the success

Mikhail4

Providing and investing adequate support is key to longevity, keeping loyal customers loyal with the understanding they are investing into a company who listens and acts on their customers concerns, this community could provide the means to achieve that however I can not see that happening with the current platform, hence why I have started a poll with suggestions to improve this community essentially improving support for its user, customers and Umidigi company but I actually feel it won't even be considered.

Mentioning One Plus I have been following their Facebook including multiple others and I am edging towards investing in that company, most likely buying the One Plus 4 which is the predicted smartphone to be released next, due to Umidigi lack of engagement, I'm not sure what they are doing or have planned for its customers apart from releasing new smartphones and would rather take a step back to monitor their growth before reinvesting considering I currently have the Plus E

Oye

In 2017, Umi has started where they left phone releases in 2016....... So far we have the C Note, G, Crystal (2 variants) and soon to be released Z1. 5 different models in 6 months......
By the end of 2017, they might have released 13 or 14 models going at this rate ........