Smart Move, Magellan
Say you make a highly specialized product like a hand-held GPS. Along comes the iPhone, a device that combines GPS with tons of other useful apps. Time to quit the business? Not if you’re Magellan. They found a way to leverage the iPhone’s success.
ToughCase
The designers of Magellan’s ToughCase are clearly familiar with the iPhone’s weaknesses. The $180 product enhances the iPhone by providing:
- A waterproof enclosure.
- An extra battery which doubles the run time of the phone.
- Additional GPS support, which improves the navigational features of the iPhone.
The Choice: Whine or Create
Some companies whine when a competitor enters their space. Magellan chose to leverage their competitor’s weaknesses into a new product. Well done.