Because new product development often starts with a blank slate, the temptation is to overload features and functionality. Coca-Cola Co.'s experiences with the innovative Freestyle soda fountain illustrates the risks of unchecked engineering enthusiasm.
Monday's The Wall Street Journal featured Coke's experiences in an article titled "Coke Goes High-Tech to Mix Its Sodas." The article described the fantastic technology embedded in the high-tech soda fountain which enables users to mix up to 104 different drinks using digitally-controlled amounts of concentrate flavor. Allowing for the ultimate in personalization, users can create drinks such as Caffeine-Free Diet Rasberry Coke. Coca-Cola is hoping that the cool innovation embedded in the Freestyle and the fun experience associated with using it reivigorates sinking sales volumes for fountain sodas. So far, the strategy sounds pretty solid.
The article goes on to describe how Coca-Cola's test marketing is faring and states that the machine has encountered some technical difficulties. One problem is that users are dumping half finished drinks into the drip tray as they experiment with flavors and the drip trays are overflowing. One could argue that Coca-Cola should have anticipated this problem but give them some slack on this one. If anything, this problem illustrates that users are captivated enough with the technology to be playing around with it -- a good thing.
The problem that leaves my head shaking, however, is the software glitch associated with the wireless device that beams information back to HQ notifying when a particular restaurant will need concentrate shipment based on usage patterns. Huh?
Coca-Cola has designed a technological marvel (with aesthetics developed by Ferrari car designers) that utilizes touch screen operation, digitally controlled spray technology borrowed from medical devices, and dozens of ingredient catridges used to create over 100 different flavors. Isn't getting that right enough of a product development challenge? Apparently not as the siren call of an additional bell and one more whistle seems to have won the day to Coca-Cola's detriment. Beware of that one additional feature that ultimately breaks the new product's back.
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