Marketing Stupidity Results in Colossal Failure of Boeing Connexion Service
On July 17, 2006, Boeing announced the discontinuation of its in-flight "hi-speed" internet service. A quick analysis of the business model shows that this dodo bird was doomed to extinction before it took its first flight.
Why it had no chance - by the numbers
. . .
In this 3-part series, we dissect the failure of Boeing's inflight satellite-based internet service, Connexion by Boeing.
In Part 1, we examine the faulty analysis that resulted in a business model that was impossible to execute. The type of innovation represented by the Connexion service, and how the business model came to be is typical of large-company thinking, and why disruptive innovation so rarely comes from incumbent industry players. . . . read the article
In Part 2 of this series, we look at the marketing mistakes and myopia that contributed to the colossal failure. This follows from the observation in Part 1 that the laboratory-designed business model Connexion was built upon was untested before scaling to business unit size, even though it used fabricated assumptions about the market and faulty business analysis. . . . read the article
Part 3 of our three-part series concludes the discussion of how a seriously flawed business model and massive marketing mistakes inevitably led to nearly $1 billion in losses before shutting down the project. We ask what could have been done differently, and what lessons should be learned. . . . read the article
Recent Comments