Verizon product managers show the dangers of trying to be too cool

In case you haven’t heard, Verizon is launching a new wireless service they call “go90.” The name comes from the product development definition that says users will now start turning their phones 90 degrees to watch videos on the go90 service. Now, Verizon is a very large telecommunications provider in the US, but it’s not necessarily considered a “cool” company. Companies like Virgin, Nike and Facebook can claim the “cool” crown, not Verizon. Does this mean that Verizon’s product managers are making a mistake by trying to pitch a great product?

The thinking behind go90

So why did Verizon choose to launch a new wireless service now? The promise of the go90 service is that wireless users will be able to watch prime-time shows, live music and sports, plus the best of the web. Whenever. From wherever. Users will be able to follow their favourites. Like that show they can’t stop quoting. Or that actor they want to stalk, but legally they shouldn’t. Finally, users will be able to cut and share. They can send must-have moments to share with the touch of a finger. Because relationships need to be nurtured.

To give the launch of this service more momentum, Verizon has a special plan that it is offering to Verizon wireless users (anyone can use the go90 app): for 3 months, users will be able to watch exclusives on go90 and also get extra 2G from data on your monthly wireless plan. Verizon clearly understands that for the go90 app and service to be a success, they need to be able to appeal to more than just their subscriber base. However, they want to sweeten the deal for their subscribers so everyone signs up and the service is a success.

Effectively, go90 is a form of video streaming service. What this means is that in order for it to be successful, you will need to have content, a lot of content. Right now, it looks like the service will initially launch with a truncated content offering, including TV shows and music clips from networks like Comedy Central, MTV, and the Food Network; sports clips from ESPN and NFL Network; and a collection of web shows from sites like Vice and Elite Daily. Verizon thinks they can provide programming that’s really all about all the news clips, sports and live events. They believe this is different from what users can get from other streaming services. There are plenty of product manager resumes that depend on them being right!

Why it may be a mistake for Verizon to play nice with go90

If you take a look at the go90 website http://www.go90app.com, one of the things that will immediately strike you is that all the users that Verizon shows you are young. It quickly becomes clear that this isn’t your father’s go90 service: Verizon is targeting it towards the hip, hip youth market.

It seems Verizon is trying to find ways to appeal to the younger audience who generally don’t pay as much attention to Verizon products because they are “boring.” They are entering a crowded market: there is the threat from Snapchat and its large number of news and entertainment partners that is growing by the day. Verizon product managers have structured the Go90 service as free and ad-supported like other social networks. At this time, it is only available in the US for iOS and Android. Just to make things a bit more challenging for Verizon, Comcast has released its Watchable mobile app which is designed to do much of the same thing.

Verizon product managers have a real challenge on their hands with this new service. Verizon has said that the app is aimed at teens and people ages 18 to 34, but the current lineup of content appears to be primarily aimed at teens. Verizon’s main competitor, AT&T, is in the process of trying to find ways to marry its Direct-TV video content with its wireless service as well. In the end, it’s all going to be about the content. Verizon’s product managers will have to find enough content not currently on HBO or Netflix that appeals to the young audience they so desire. Hopefully they can form the partnerships with content creators that they’re going to need.

What all this means to you

As product managers, we all see our product as a modern and attractive product for the right group of people; that’s part of our product manager job description. However, would any of us go as far as to call our product “cool”? At Verizon, product managers have launched a new wireless service product they call go90. They want to present this product as “cool”. Can they do it?

The go90 product is a wireless video streaming service. Users can use it to watch videos, chat with friends, and even trim parts of videos and send them to friends. Verizon is rolling out this product to everyone, but making it work even better for its Verizon wireless customers. Verizon is targeting this product at young people. If the product is going to be a success, then they’re going to have to make sure it has the types of content that young people want to see.

Verizon’s product managers have taken a risky path. Verizon isn’t known as a “cool” company, so creating and marketing a product that will have to be “cool” to be successful is quite a challenge. Ultimately, the success of this product will depend on the amount and types of content that Verizon will be able to secure for the service. Simply launching the new service will not be enough to guarantee its success, that’s when the real work will begin!