Something amazing happened last May when a company called Information Architects released the Mac version of iA Writer, “a digital writing tool that makes sure that all your thoughts go into the text instead of the program.”.
Why is this is amazing? Well, iA Writer just entered the word processor category traditionally dominated by Microsoft Word and Apple Pages. Both Word and Pages are of course expected to do… well… lot’s of word processing…!
A closer look at the propositions of Microsoft Word and Apple Pages reveals that while these products in a distant past might have been about word processing today they are clearly about something else.
When looking at the Microsoft Word website the browser bar still says “Word 2010 – Document and Word Processing Software – Office.com” but in reality the focus of Word today is more on desktop publishing, as Microsoft says Word is “More than words”.
“More than words” is made possible through 3 sub propositions, none of them about word processing:
There you have it… Word 2010… bye bye word processing, hello to desktop publishing!
Over at Apple with Pages the situation is very much the same. The promise of Pages is to be “both a streamlined word processor and an easy-to-use page layout tool. It allows you to be a writer one minute and a designer the next, always with a perfect document in the works.”
There is a bit more word processing going on here but the end conclusion is the same: bye bye word processing, hello to desktop publishing!
While Microsoft Word and Apple Pages have left the word processor category and are moving into the desktop publishing category the move made room for new entrants: hello iA Writer!
What is iA Writer doing? Well, it simply is a 100% word processor. “One of our goals was to create a writing app without settings. When opening Writer, all you can do is write. The only option you have is full screen and FocusMode. To increase the pleasure of writing is exactly what we intended when creating Writer. A better tool doesn’t make a better craftsman, but a good tool makes working a pleasure.”
All of this supported by three propositions:
Yes, iA Writer looks a lot like… a word processor:
iA Writer has 8 key features: 1. Auto markdown; 2. Professional Typography; 3. Spell Check; 4. Words & Character Count; 5. Reading Time; 6. Focus Mode; 7. Disappearing Bar; 8. iCloud compatible
Amazing isn’t it? A product build upon 8 key features to deliver … a product that is really optimized for writing. While most of the 8 key features look familiar and can be achieved in e.g. Word there are four things that make the product stand out and differentiate:
- It is a true word processor, the only thing it does is … word processing and everything is optimized for that.
- No additional features included: the creators of iA Writer were able to resist and keep focus
- Typography, designed by “the best type, screen and graphic designers in the industry”. Of course it makes a difference to look at something beautiful when writing something even more beautiful
- Focus mode: this is the real differentiator: in Focus mode all the text fades out except for the sentence you are working on so you can, well… focus.
The result of delivering a focused product is pretty stunning: iA Writer is a top 10 app in the productivity category on the Apple App Store. Even more stunning since in this category the top 4 apps are Apple products, including Pages ranked 2.
Furthermore the consumer ratings are high: 4.5 stars with lots of raving reviews with titles like “an app I didn’t know I wanted”, “Professional Writers, Rejoice” and “Insanely gorgeous”.
So here you have it: when companies or products leave the category in which they originally entered it leaves space for new entrants, even in the word processor category that I never thought would be such an exciting category! How wrong I was!
iA Writer shows us that when you focus your product in a category occupied by “do it all” products you do get noticed and can reintroduce the category to consumers. Well done iA Writer!
Mac owners: get iA Writer on iTunes
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Quite a few readers reach out to me with brand thoughts, ideas, and challenges. As it is always a lot of fun to learn what is going on I decided to make things a bit easier. On a few Fridays in the next couple of weeks, you can book a free discovery call me with me.
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