For decades consumers have dreamed of owning home robots. Industry uses many production-line robots, and many companies are now working on products for the consumer. Some basic products currently available for consumers include navigation systems home security robots cleaning tools such as robotic vacuums, and toys that provide some elementary robotic functions. Several companies are working on the next step__ humanoid robots that can serve consumers. In designing these predicts, companies must determine what features are most desirable to consumers and the benefits their products can offer.
Two leading products are Honda's Asimo and Sony's QRIO. The product, both in the development stage, will offer companionship to humans. Honda's Asimo stands four feet tall and can walk smoothly on its two feet in any direction, including slopes and steps. It has voice and casual recognition, which allows it to greet people by name and follow basic commands. In Japan, Asimo is now being used by museums as a guide and by some high-tech companies to greet visitors. It is not yet available for purchase in the United States. Sony's ORIO has many of the same features. Like Honda, Sony is developing the product to make people's lives easier in addition, Sony's rants to make life fun and happy and to provide a navigator as the world becomes more complex. See the corporate 'Web sacs for more Information on Asimo (world.honda.corn/ASIMO/) and QRIO (vww.sony.net/Sonyinfo/QRIO/).
1. Explain the core, actual, and augmented levels of a home robot.
2. When these products are available, how might corporate branding and the brand name of the robot tie into the consumer's purchase decision? Would you keep changing the current names?
3. How must Honda and Sony consider services marketing when they eventually sell this product to end consumers?