Branding

Tradus.com hasn’t been a happy haunting shopping destination for me so far.

I have purchased different products from their website thrice and gone through excruciating experience each time, thanks to their grotesque business model and flawed marketplace ecosystem.

My First Mistake: A Car Cover

About four months ago, I bought my first product – a car cover- which was of extremely low quality. I thought that would be a rare case and I should continue to trust Tradus with the kind of products they offer at their marketplace.

My Second Mistake: A Digital Scale

The next product was a digital weight scale machine. Aside from the shoddy quality, it also reached me rather late. But that’s Tradus for you. When I unpacked the parcel, I found a portion of it was already broken in transit, and the digital scale showed faulty results every second hour. How could a person weigh differently across different parts of the day? Plus, I found it was a cheap Chinese product and didn’t even have any warranty covered.

I contacted the customer care and expressed my disappointment and asked them to give me a refund. However, it wasn’t easy – I was asked to ship it back to them and send them my account number with enough proof about my identity. I had already wasted much time dealing with a faulty product, shipping it back to Gurgaon and communicating them about the same. I told them to not worry about the refund and give me a redeemable gift voucher instead.

However, when I tried shopping around the marketplace to choose form their collection, I found that most of the products they sell are of extremely low quality listed by sellers that would NOT hesitate to cheat their customers to make a living.

So Why Did I Buy?

After browsing through their products, I chose to buy something that would not be found broken during transit – a pack of six towels, a tummy trimmer, and a handcrafted sling bag. The last item reached me first and I was surprised to see its poor packaging. It was wrapped in a white plastic bag with my address written on it. It didn’t even say where it was from and what it contained inside. There was no trace of Tradus.com on it at all.

How can a seller pack their product with absolutely no sense of aesthetics or branding?

But then that’s Tradus for you!

The next two products reached me more or less in the same fashion but I decided to live with them.

My Third Mistake: Samsung Grand Smartphone

I’ve never been a fan of Samsung products anyway, but I thought I would buy my would-be wife a smartphone for she is not savvy enough to use an iPhone and doesn’t know Android from iOS. Plus, I thought Samsung Grand would be a good choice for her to start with.

MySmartPrice suggested Tradus.com based on the lowest price criteria. But for obvious reasons, I was rather skeptical about choosing the same marketplace again. I however wanted to give them a third chance and decided to buy the phone from one of their sellers in Gurgaon.

Their email said the item would be shipped to me in the next four days, and I even got an sms that the product had been dispatched to the courier and a tracking number would be sent to me in the next 24 hours. But it was not supposed to happen – blame it on my so-called destiny or Tradus.com’s egregious ecosystem.

After my frequent emails, messages on Facebook and Twitter, they decided to contact me to know my concerns. They explored the source of my frustrations and said they would find out what caused the delay. It turns out the seller hadn’t actually dispatched the item and had sent me the sms inadvertently.

The four-day timeline had already passed and I was absolutely livid with how they were handling my concerns. In the meanwhile, I was curious to notice they didn’t have a good rating online. They had a lot of bad reviews and frustrated customers, and understandably so.

I realized Tradus.com is an online marketplace built around selling cheap products with no customer satisfaction principles in mind.

Finally, they informed me that they had dispatched the item via First Flight courier. I assumed the least they would do to contain a customer so frustrated was ship the item via a priority courier service, but the item had been sent via a standard courier service with a promise to reach me in not less than five days. They even gave me a tracking code for the same which never got updated while the shipment was in transit.

They didn’t have an answer to what was going on. So they kept saying they were in touch with the seller and would do their best to get the product delivered in time and safely.

I know they were NOT the ones to trust. So I called up the local courier agency of FirstFlight who informed me that the product had indeed reached their branch and they would be sending it to me in the afternoon.

Somebody from Tradus.com gave me a call to know what my concerns were about, and I said I’d already done the job for them and they shouldn’t worry about me anymore. There last reply was:

Thanks for taking the trouble, Sushant!

But that’s Tradus.com for you!

Wait! If you think the story is over, think again!

Just when I opened the parcel to see if everything was in order, I found something was amiss! What was it?

The invoice itself!

Are you kidding me? You ask. But look who’s kidding with their customers – yes, you’re right – the amazingly awesomely astoundingly customer-friendly Tradus.com.

I wrote to the customer care department to see what the deal was about, and here’s what they said:

Dear Mr. Sahoo,

This is with regards to Samsung Galaxy Grand Duos I9082 Mobile Phone (Metallic Blue) With Free Sennheiser Headset worth Rs.2290/- against the sub order id:10564750_01. I sincerely regret that the invoice was not sent by the seller DBMindia along with the product. Thank you for writing to us. We regret the circumstances under which you wrote to us. The invoice has been arranged by the seller. Please find the attachment of the same.

On the 20th of October, 2011, when I wrote a post on my experience of using the Samsung Galaxy 750 tablet, it drew rave reviews from various visitors to my blog. Some said I’m a noob and don’t know how to use a Samsung tablet properly yet. Some said I sound like a complete liar and I’m crying like a girl who doesn’t know how to use a product properly.

Well, I know truth has a way of leaving many people disappointed, but I couldn’t really care less. My duty as a tech blogger is to inform people of my experience with gadgets and let them have their views in the comment sections.

Android, by far, is the worst mobile operating system I’ve ever used and I’m pretty darn sure many discerning users of mobile devices (both cellphones and tablet PCs) would attest to this.

Actually, the world is divided into two different types of users – ones that have never used a better OS than Android (their previous devices were either Blackberry or Noika smarphones) and the ones that used devices operating across all OS platforms.

So whom would you trust when it comes to their experience with Android OS? Of course, the latter, right?

Ok, if you are still NOT convinced, here is the feedback from the rest of world.

Android tablets were expected to give the Apple iPad fierce competition in 2011. It never happened. Here’s why Android tablets flopped. The following part of the article is a republished version of  Jason Hiner‘s article.

On smartphones, Android had just had a huge 2010 of its own. It went from virtually zero market share in January to a third of U.S. smartphone sales by the end of the year, leapfrogging the iPhone in the process. With so many of tech’s biggest hardware makers lining up behind Android tablets heading into 2011, the expectation was that Android tablets would likely leapfrog the iPad by the end of the year. At the very worst, it looked like Android tablets would pull even with the iPad and split the tablet market. Even as late as June 2011, some prominent tech commentators were still predicting that Android tablets would gobble up a huge chunk of the tablet market by the end of 2011.

It never happened.

Depending on who you believe and what exactly you count (tablets sold to retailers vs. tablets sold to customers, and whether you count Android offshoots like the Amazon Kindle Fire), Android was running on somewhere between 15% to 30% of all tablets sold in 2011. That’s respectable, right? Disappointing, but respectable. However, that’s not the whole story. It gets worse.

If we look at actually tablet usage, the numbers get really ugly for Android. Recent reports (like this one from ComScore) that track web traffic from tablets show that the iPad accounts for 95% of tablet traffic in the U.S. and 88% globally.

That means that either Android tablet sales to paying customers are much lower than previously reported or the people who buy Android tablets aren’t using them very much, or a combination of the two. Whatever the details are, it’s an ugly scenario that means Android tablets have almost no traction in the market.

So, why did Android tablets flop in 2011? There are four main reasons. Let’s count them down, and then talk about what 2012 looks like.

4. The 16×9 Problem

Google tried to get innovative with the form factor of Android tablets by giving them a 16×9 aspect ratio instead of copying the iPad’s 4×3 form factor. It sounded good. It was different. After all, 16×9 is associated with HD and 4×3 is associated with SD. The problem is that when you put a 16×9 tablet in your hands, it feels awkward. Google made landscape the default orientation so it feels like you’re holding a laptop screen that’s missing a keyboard, instead of holding a book or a magazine or a padfolio like it feels when you have a 10-inch 4×3 device like the iPad.

When you turn a 16×9 tablet to portrait mode, the screen feels oddly squished. And now, it’s going to be difficult for Google to fix the problem. The 16×9 landscape orientation is still the default in Android 4.0 and there are a ton of existing Android tablets like the Motorola Xoom and the Samsung Galaxy Tab 10.1 and the ASUS Eee Pad Transformer that are locked into the 16×9 orientation, so even if Google did a software update, it wouldn’t help.

3. The Enterprise Doesn’t Trust Android

One of the ways that Android tablets were going to move a lot of units in 2011 was large orders of 1,000s of tablets to traditional enterprises like hospitals, manufacturers, and schools. Last March, I wrote about Samsung gearing up to sell a lot of Android tablets to the enterprise by setting up sales programs and preparing its sales force to handle big tablet orders. Samsung reps enthusiastically said they would contact me when they had big customers willing to talk about their tablet rollouts. I never heard from them.

By mid-2011 that didn’t surprise me because the IT leaders I spoke with were spooked about Android malware. The fact that users could click on browser links and accidentally sideload apps that could siphon data out of Android devices was not something IT pros wanted to deal with. As a result, surveys like the one from enterprise vendor Good Technology showed that 96% of tablet activations in the enterprise were iPads.

2. The Lack of Tablet Apps

Despite the 16×9 problem (and Honeycomb’s initial software glitches that Google eventually ironed out), the Android tablet platform itself isn’t all bad. I like running widgets and mini-apps side-by-side, for example. That makes Android tablets feel more like a traditional multi-tasking computer. The built-in Gmail, Google Books, and web browser apps in Honeycomb are really slick — I especially like the thumb controls in the browser. The problem is that there just isn’t enough of this stuff. Google has not created enough of its own apps and third party software developers have hit the snooze button on Android tablet apps.

Where’s the Google Analytics app or its Google+ app or its Google Finance app or its Picnik photo editing app? Instead of building its own native Android tablet apps and firing up software makers, Google seems intent on focusing app developers on building HTML5 apps that work well across tablets, smartphones, and computers. That’s an important and admirable goal, but dedicated apps can still be extremely useful for taking advantage of a platform’s strengths.

And the bottom line is that users like the simplicity and focus of having an app that they can tap and enter a dedicated environment for a particular service. Google doesn’t get that, doesn’t like it, and hasn’t pushed for it on Android tablets. The result is that Android tablets just don’t feel like they’re useful for doing much besides surfing the web.

1. The Price

When Apple first announced the iPad, I had honestly started tuning out by end of the event (there’s only so much of that “magical” and “revolutionary” nonsense you can stomach). I was ready to write an article excoriating the iPad as a badly-overpriced toddler toy when Steve Jobs announced that the price of the iPad would start at $499 (I’d expected the price tag to be $800-$1000). I immediately bolted straight up in my seat and my eyes popped open and Apple had my attention again.

To this day, I believe that the iPad’s greatest marketing strategy and the No. 1 factor in its success has been its price tag. Conversely, when Google and Motorola announced that the first big Android tablet — the Motorola Xoom — would cost $800, my immediate reaction was to shake my head and say, “DOA.” At the time, other tech analysts tried to argue that what you got for the price with the Xoom compared very favorably to the highest-priced iPad.

It was a logical argument but that’s not how most of today’s tech buyers think, and the proof is that virtually no one bought the Xoom. Eventually, other tablet makers rolled out some nice Android tablets for $400-$500 by the middle of 2011 — again, the Samsung Galaxy Tab 10.1 and ASUS Eee Pad Transformer are both very attractive — but to the masses, that price tag was apparently still too much for tablets whose primary function is surfing the web.

What Now?

Even Google’s own numbers don’t paint a pretty picture for Android tablets, and the release of Android 4.0 “Ice Cream Sandwich” is unlikely to help the situation much in 2012. ICS is’t about fixing the tablet problem. It’s about unifying the Android experience between smartphones and tablets. My ZDNet colleague Jason Perlow has been testing Ice Cream Sandwich on the Motorola Xoom and has concluded that it won’t fix any of these fundamental flaws with Android tablets.

Last month Google Chairman Eric Schmidt said that Google will “market a tablet of the highest quality” in the first half of 2012. It’s also been rumored recently that Google is working on a low-cost 7-inch tablet to battle the Amazon Kindle Fire, which runs a bastardized version of Android 2.3 and quickly grabbed the No. 2 spot in the tablet market at the end of 2011.

However, until Google deals with the four issues we’ve talked about here, it’s unlikely that it will change the fate of Android tablets. At the very least, Google will have to fix No. 1 and No. 2, and that might be enough to overcome No. 3 and No. 4.