By: Paige Gilbert
The Live-Scribe 3 is, right now, considered the next big innovation in writing, but this is debatable. There have been multiple models of smart-pens invented, but none of them seem to get into the media’s attention. Most of these models have common glitches and technicalities that actually make the smart-pen inconvenient, such as major spelling mix ups, short battery life and syncing issues. All of these issues were seen in the original Live-Scribe. Since Live-Scribe’s last product launch, Live-Scribe started a contract with Android. In doing so, they actually gained more attention from the media, because the improvements that are being made are significant compared to the previous models, and those of competitors. The Live-Scribe 3 corrected all previous issues and is now able to record lectures, play back notes taken, take pictures, and has more storage.
Besides Android giving Live-Scribe brand recognition and, maybe, some loyal customers, they are also working on an app and “dot paper” to make the Live-Scribe work more efficiently with other smart devices. The app will store all the notes and lectures in a time stamped order or by owners’ preference. The dot paper contains three options at the bottom of the page: record, pause and stop; just tap the desired preference with your pen and the device responds. Android and Live-Scribe’s product relaunch, which should be this spring, is taking a different style than that of their previous products. They are not just selling from their website, but they will be selling through larger organizations, such as: Staples, Best Buy, Apple, and major phone companies, instead of just directly through their organization. A major issue for Live-Scribe is that nobody knew who they were or what they made, so in order to spread awareness they have made online videos and demonstrations to show consumers what their product truly does. Of course, now being partners with Android is also helping them get more recognition.
Live-Scribe knows they have a certain target market, because not everybody needs a smart pen. Their main target market is college kids; this is because the product repeatedly references notes, but also needs access to a computer (so most likely students from middle- to upper- class families). Their second target market would be professionals that work in note taking environments who are looking for a device to save time and make more accurate and convenient notes. Being a college student myself, this product seems intriguing because when taking notes on a computer and having to make a diagram or draw an example, it is hard to do so quickly, but using Live-Scribe the image would just download into my notes automatically.
By Live-Scribe selling through retailers and their online retail store they are making a connection with their customers physically: consumers can go into a store and purchase a Live-Scribe from an accommodating sales person. Selling directly from a retail store can make the consumer feel more comfortable with their purchase because of the ability to physically see the product they are purchasing. This is a better method for Live-Scribe because more people will notice their product and know what the pen does. Live-Scribe’s different methods of purchasing makes the buying process more convenient for the consumer because of the two different marketing channels available to the consumer.