Back in April I pointed out the drastic difference between the initial sales figures of Motorola's Xoom tablet and the iPad 2:
According to Apple's June 22nd, 2010 release, three million iPads were sold in the first 80 days after launch. This works out to 37,500 iPads per day. The Xoom's 100,000 in 40 days works out to 2,500 per day. A drastic difference.
At the time, Business Insider declared the Xoom a failure. If that's the case, at 100,000 sold in 40 days, what does that make the TouchPad?
According to AllThingsD, Best Buy has moved roughly 25,000 of the 270,000 that it purchased, not accounting for customer returns. This works out to about 500 per day since launch. According to their sources:
Best Buy, sources tell us, is so unhappy that it has told HP it is unwilling to pay for all the TouchPads taking up expensive space in its stores and warehouses, and wants HP to take them back. HP, for its part, is pleading with Best Buy to be patient. We’re also told that a senior HP executive, possibly executive VP Todd Bradley, is slated to travel to Minneapolis soon to discuss the matter with Best Buy executives.
Much of the marketing around iPad competitors (if you can call them that) is based on differentiation, or no marketing at all. Motorola had their "white earbud" ad that run during the Super Bowl 'big game', while HP and RIM did very little to promote their products. These companies seem to be investing significant resources in developing products without making any significant investment in marketing.
When the iPad was announced there were many questions about how it would fit into the consumer's life. Many insisted the product would fail simply because they couldn't rationalize it's use cases into the traditional PC-oriented world. Apple knew they had something amazing, but they also knew that the only way to communicate the device's place was to get people to try it.
What marketing message did this spawn? "Magical and revolutionary." There was no use case, feature set, or problem-solving pitch. The message was simple: 'this is amazing and you must try it!'
And guess what? It worked.