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  • November 2016 (Revised April 2018)
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reMarkable: e-Writing the Future

By: Elie Ofek and Curtis Hsu
  • Format:Print
  • | Language:English
  • | Pages:25
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Abstract

Magnus Wanberg is the creator of reMarkable, a breakthrough e-writer device set apart from similar products on the market by having solved the frustrating “slow ink” problem typically experienced on pen-based electronic devices, thus providing a “pen and paper” like experience. Moreover, the device allowed for the convenient and non-eye-straining reading of typical documents. Though enthusiastically received by several investors, there was still a long way to go before the prototype could reach a final commercial product. Wanberg and his team narrowed down the relevant market to three main segments: creative professionals, working professionals and students. However, these segments were seemingly at odds with each other in terms of which product attributes would most appeal to each. The young company therefore had to choose which group to target as this would dictate future product development efforts. With the planned launch date quickly approaching, the target market selected also impacted communication, channels, and pricing decisions. reMarkable had to resolve these matters while juggling limited time, effort and funds.

Keywords

Entrepreneurial Marketing; Innovation Management; Go To Market Strategy; Marketing Plan; Target Market; Digital Devices; Consumer Electronics; Forecasting; Information Technology; Marketing Strategy; Innovation and Management; Marketing Channels; Entrepreneurship; Forecasting and Prediction; Product Marketing; Product Development; Electronics Industry

Citation

Ofek, Elie, and Curtis Hsu. "reMarkable: e-Writing the Future." Harvard Business School Case 517-018, November 2016. (Revised April 2018.)
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About The Author

Elie Ofek

Marketing
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Related Work

    • November 2016 (Revised April 2018)
    • Faculty Research

    reMarkable: e-Writing the Future

    By: Elie Ofek and Curtis Hsu
    • November 2018
    • Faculty Research

    reMarkable: e-Writing the Future

    By: Elie Ofek
Related Work
  • reMarkable: e-Writing the Future By: Elie Ofek and Curtis Hsu
  • reMarkable: e-Writing the Future By: Elie Ofek
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