Logitech wants to make you pay a mouse “subscription”

Summary

Logitech's new CEO, Bracken Hanukkah Faber, has sparked controversy by suggesting a subscription model for a 'forever mouse' in an interview with the Verge. The concept involves a high-quality, software-enabled mouse that receives ongoing updates, drawing parallels with a Rolex watch. Critics argue this model is out of touch, given the rapidly evolving tech market and the importance of hardware innovation. The idea has been met with skepticism, with concerns about the necessity of constant software updates and the potential for a subscription service to render the mouse unusable without an active internet connection.

Takeaways

• 😮 Logitech CEO Hanukkah Faber discussed the concept of a 'forever mouse' in an interview with the Verge, which has sparked controversy.
• 🤔 The 'forever mouse' is compared to a watch that you don't plan to throw away, suggesting a product with long-term use and software updates.
• 💡 Faber believes in the possibility of a mouse that's a bit heavier, with great software and services that are constantly updated, and is aesthetically pleasing.
• 🛠️ Logitech's current business model revolves around innovation and upgrades, which is considered effective due to the company's strong innovators.
• 🔄 The idea of a subscription-based model for a mouse is presented, where consumers pay for ongoing software updates, similar to video conferencing services.
• 💎 The concept is likened to a diamond-encrusted mouse, highlighting the perceived luxury and value in a product that never needs replacing.
• 🤨 The speaker questions the practicality of a heavier mouse in a market that favors lighter, more agile devices, especially in gaming.
• 🛑 The speaker criticizes Logitech's recent history of releasing products that are behind the current standard, suggesting a disconnect with consumer needs.
• 🔧 The importance of hardware in a mouse is emphasized, arguing that software cannot replace the need for physical upgrades in performance and design.
• 💰 The potential issue of a subscription model is highlighted, questioning what happens if a user is offline or cannot afford the subscription.
• 🚫 The speaker concludes that the 'forever mouse' concept is out of touch and could be detrimental to Logitech's reputation and business.

Q & A

What is the concept of the 'forever mouse' mentioned by Logitech's CEO in the podcast?

The 'forever mouse' is a concept where a mouse is designed to last indefinitely, similar to a watch that one would not plan to throw away. It would be a high-quality, well-designed device with software-enabled features that could be constantly updated.

What does Logitech's CEO, Hanukkah Faber, see as the main features of the 'forever mouse'?

Hanukkah Faber describes the 'forever mouse' as being a bit heavier, having great software and services that are constantly updated, and being aesthetically pleasing.

What is the traditional business model for hardware that Logitech currently follows?

The traditional business model that Logitech follows is innovation and upgrading. They create new products that customers can choose to upgrade to, with a focus on innovation and sustainability.

How does the concept of a subscription-based mouse differ from the traditional model?

A subscription-based mouse would involve customers paying for ongoing software updates to their hardware, rather than purchasing new hardware when they want to upgrade or when their current device becomes outdated.

What are some concerns raised about the 'forever mouse' concept in the script?

Concerns include the potential for the mouse to become obsolete in terms of hardware despite software updates, the perceived value of a heavier mouse in a market that favors lighter devices, and the reliance on an active internet connection for software updates.

What is the comparison made between the 'forever mouse' and a Rolex watch?

The comparison is made to illustrate the idea of a product that is designed to last and does not need to be replaced, much like a Rolex watch. However, the script points out that unlike a watch, technology products often require hardware changes to stay relevant.

What is the background of Logitech's new CEO, Hanukkah Faber, and how does it relate to her new role?

Hanukkah Faber was previously the head of multi-billion dollar nutrition companies and has overseen projects for brands like Kate Spade and Pantene. Her background is in nutrition and beauty products, which may seem unrelated to the tech industry, but her role as CEO is to drive the company's direction and profitability.

What is the potential issue with a subscription model for a mouse in terms of consumer perception?

Consumers might perceive a subscription model for a mouse as unnecessary or overpriced, especially when compared to the traditional model of buying a new mouse when they want to upgrade or when their current one fails.

How does the script suggest the market for mice has evolved in recent years?

The script suggests that the market for mice has evolved towards lighter, faster, and more efficient devices with better battery life and sensor technology, making the idea of a 'forever mouse' seem outdated.

What are the implications of requiring a paid subscription for software updates to a mouse?

Requiring a paid subscription for software updates could mean that if a user is not connected to the internet or cannot afford the subscription, their mouse could become unusable, effectively turning it into a 'brick'.

What is the overall sentiment expressed in the script towards the 'forever mouse' concept?

The overall sentiment in the script is critical and skeptical of the 'forever mouse' concept, suggesting that it is out of touch with current market trends and consumer preferences.

Outlines

00:00

😲 Logitech's Subscription Mouse Controversy

The script discusses the controversial idea of a subscription-based 'forever mouse' introduced by Logitech's new CEO, Hanukkah Faber, during an interview with the Verge. The concept involves a mouse that receives ongoing software updates, similar to a watch that one wouldn't discard. Faber's background in nutrition and beauty products is highlighted as a contrast to her new role in tech, leading to skepticism about the direction Logitech might be taking under her leadership. The idea of a subscription for a physical product like a mouse, which traditionally has been sold as a one-time purchase, is met with incredulity and criticism.

05:02

🤔 The 'Forever Mouse' Concept and Market Realities

This paragraph delves into the practicality and market expectations of the 'forever mouse' concept. It questions the desire for a heavier mouse in a market that favors lighter, more agile devices, especially in gaming. The focus on aesthetics and software updates as the main selling points is critiqued, with the argument that hardware advancements are more critical for consumers looking to upgrade their mice. The paragraph also points out Logitech's history of releasing products that do not meet current market standards, suggesting that the 'forever mouse' could be another misstep. The potential downsides of a subscription model, such as the need for constant internet connectivity for software updates, are also highlighted.

10:03

📢 Public Reaction and the Future of Logitech

The final paragraph addresses the public's reaction to the 'forever mouse' idea, with the scriptwriter expressing a personal desire to see how consumers will respond to such a concept. There's a call to action for Logitech to proceed with the idea to gauge market acceptance, with a hint of sarcasm suggesting that the company might be risking its reputation. The script ends on a note that invites further discussion and speculation about the potential impact of this business model on Logitech's future.

Keywords

💡Forever Mouse

The 'Forever Mouse' is a concept introduced by Logitech's new CEO, Hanukkah Faber, which envisions a mouse that is designed to last indefinitely through ongoing software updates. This concept compares the mouse to a quality watch that one would not dispose of. The idea is to keep the hardware while continuously updating the software to maintain its functionality and features, which is central to the video's discussion.

💡Subscription Model

The subscription model mentioned in the video refers to a business approach where users would pay ongoing fees for software updates to their Logitech mouse. This model is compared to existing subscription services like Adobe's software. The video critiques this model, highlighting the potential issues and consumer concerns with paying for updates to hardware they already own.

💡Logitech

Logitech is the company at the center of the discussion in the video. Known for producing computer peripherals such as mice and keyboards, Logitech's new direction under CEO Hanukkah Faber is scrutinized. The company's recent decisions and the proposed subscription model for a 'Forever Mouse' are key points of analysis.

💡Hanukkah Faber

Hanukkah Faber is the new CEO of Logitech, whose background in nutrition and beauty companies is noted in the video. Her introduction of the 'Forever Mouse' concept and her vision for Logitech's future are central to the discussion. The video questions her suitability for the role given her previous industry experience.

💡Software Updates

Software updates are a critical aspect of the 'Forever Mouse' concept, where the hardware remains the same, but its functionality is enhanced through continuous updates. The video debates the feasibility and desirability of this approach, especially in a market where hardware innovations are rapidly evolving.

💡Rolex Comparison

The 'Rolex Comparison' is used in the video to illustrate the idea of a high-quality, durable product that does not need frequent replacement. The concept suggests that just as one would keep a well-made watch forever, a 'Forever Mouse' would remain in use due to its ongoing software updates. The video critiques this analogy, arguing that technological devices require more frequent updates and changes.

💡Consumer Reaction

Consumer reaction is a significant theme in the video, with the narrator expressing skepticism about how users would perceive and accept the idea of a subscription-based mouse. The video predicts negative feedback and highlights the potential disconnect between Logitech's vision and consumer expectations.

💡Innovation

Innovation is discussed in the context of Logitech's current and future product development strategies. The video questions whether the 'Forever Mouse' represents true innovation or if it is out of touch with what consumers want, particularly in a market that values lightweight, high-performance mice.

💡Hardware vs. Software

The distinction between hardware and software is a key point in the video. It argues that while software updates can enhance a product, they cannot replace the need for ongoing hardware improvements such as better sensors, lighter weight, and ergonomic design, which are crucial for a good mouse.

💡Market Trends

Market trends in the computer peripherals industry are discussed, highlighting the shift towards lighter, more efficient mice with better sensors and battery life. The video suggests that Logitech's 'Forever Mouse' concept might be at odds with these trends, which emphasize frequent hardware advancements.

Highlights

Logitech's new CEO, Hanukkah Faber, proposes a subscription-based model for a 'forever mouse'.

The 'forever mouse' is compared to a watch, implying long-term use and ongoing updates rather than frequent replacements.

The concept suggests a mouse with great software and services, constantly updated to keep it functional and attractive.

Hanukkah Faber discusses the idea of making the mouse a bit heavier, with beautiful design, aligning it with high-end, durable products like a Rolex.

Two traditional ways to monetize hardware over time are mentioned: subscription fees and advertising.

Faber is intrigued by the idea of creating a business model around a 'forever mouse' with ongoing software updates.

There is skepticism about whether consumers would accept paying a subscription for software updates to a mouse.

Criticism is directed at the focus on making the mouse heavier and more beautiful rather than prioritizing other important features.

Concerns are raised about the practicality and appeal of a subscription-based mouse in the rapidly evolving tech market.

The idea of a 'forever mouse' is seen as contrary to current trends in the mouse market, which favor lighter, more efficient devices.

Discussion on how current hardware innovations in mice focus on weight reduction, higher sensors, and better battery life.

The importance of hardware in a mouse is emphasized, noting that software alone cannot improve key physical aspects like sensors, weight, and shape.

Concerns about the subscription model potentially rendering the mouse unusable if not connected to the internet.

Criticism of Logitech's recent product innovations and the perception that the company is behind current market standards.

Skepticism about the market and consumer reaction to a subscription-based 'forever mouse'.

Transcripts

I wasn't even going to bring it up I was

just going to let it go and laugh it off

but so many of you have reached out to

me about this that I figured I'd give

you all my two cents in a move so

mindboggling yet so empty-minded which

is Oso Logitech Logitech wants to charge

you a subscription to use your

mouse yeah let's talk about that so in a

interview with the Verge new Logitech

CEO Hanukkah Faber sat down with Nei

Patel to have a friendly chat on a

podcast and during that episode a

concept of the forever mouse was brought

up that now is getting a lot of

attention I'm going to read you guys a

little transcript from this podcast

during the conversation Hanukkah said

I'm very intrigued the other day in

Ireland our Innovation Center there one

of our team members showed me a forever

Mouse with the comparison into a watch

this is a nice watch not a super

expensive watch but I'm not planning to

throw that watch away ever so why would

I be throwing my mouse or keyboard away

if it's a fantastic quality

well-designed software enabled Mouse the

forever Mouse is one of the things that

we'd like to get to Nei asked what made

the mouse of forever Mouse Faber

responded it's a little heavier it had

great software and services that you'd

constantly update and it was beauti

beautiful so I don't think we're

necessarily super far away from that now

again I'm still reading this to you

we're going to do a breakdown of

reaction towards the end of

this but that was just the intro so

buckle up later on Nei said I'm still

stuck on you're going to sell me a mouse

once and it's going to have ongoing

software updates forever imagine it's

like your Rolex you're going to really

love that but Rolex has to employ

software Engineers to ship me over the

air updates forever but the AR fact is

like your Rolex and then given what we

know about technology that we attach to

changes it's not going to be like your

Rolex in that it doesn't have to ever

change our stuff will have to change but

does the hardware have to change I'm not

so sure well obviously have to fix it

and figure out what that business model

is we're not at the forever Mouse today

but I'm intrigued by that thought Nei

then said there are two ways people have

traditionally proposed monetizing

Hardware over time it's subscription

fees and it's advertising is there a

third way that I don't know about that

you're thinking of Hanukkah says no the

Third Way is the traditional model of we

innovate and we have you upgrade that's

the current model and we're pretty damn

good at that model because we have

pretty damn good innovators around the

company who do come up with fabulous

products that is definitely the model

today it's not a bad model at all

especially since we're continuing to

design for more sustainable products

we're continuing to recycle and

refurbish products all that is good but

that said I'm intrigued by a forever

mouse or forever video conferencing

solution that you just update with

software and create a business model

around that and the hard-hitting

questions from Nei I'm going to ask this

very directly can you envision a

subscription

Mouse possibly and that would be the

forever Mouse yeah so you pay a

subscription for software updates to

your mouse yeah and you never have to

worry about it again which is not unlike

our video conferencing services today

but it's a mouse but it's a mouse yeah I

think consumers might perceive those to

be very different yes but it's gorgeous

think about it like a diamond encrusted

Mouse there is so much to unpack

there what are you doing

Logitech now first up in the beginning I

mentioned this is logitech's new CEO

Hanukkah Faber recently she was head of

multi-billion dollar nutrition companies

overseeing projects there projects in

the past include things like Kate Spade

Pantene with the majority of her

business coming uh being at the head of

certain panels for nutrition and beauty

products now I'm not you know

discounting any of her work she's

probably very very intelligent which is

why she holds such high positions in

these multi-million and billion dollar

companies but the jump from nutrition

and Beauty to

Logitech seems kind of strange to me not

that the two necessarily have to be

directly related cuz the CEO is mainly

to just you know write the ship and make

some more money but this just seems very

strange and out of touch which follows

what logitech's been doing for the last

four to 5 years so maybe it's the

perfect pairing but I want to go back to

one of the first things you talked about

with this forever Mouse being compared

to a Rolex watch sure but when talking

about this forever Mouse she said you

know it's a little heavier as if that's

what the market in 2024 wants a mouse

that's a little heavier now could this

be something more so along the lines of

like a productivity Mouse like their MX

Master lineup possibly because that

would you know kind of be in line with a

heavier Mouse gaming mice you know

today's day and age we're like 55 Gams

and under for a modern lightweight

wireless mouse so the fact that right

off the bat she's already aiming for a

heavier Mouse just seems kind of odd but

if it had great software and services

that you would constantly update and it

would be

beautiful a mouse is in your hand we

don't need like the the physical IAL

appearance of a mouse is the least of

importance here so the fact that they're

so far just worrying about it being a

bit heavier and looking beautiful or Nic

looking and having to it constantly be

updated they're making it seem like as a

bonus when those are three of the worst

things that are the just the least

importance here and another thing that I

threw like 10 exclamations around this

quote was when they were talking about

their current business model of you know

just the production and innovating their

mice she said and we're pretty damn good

at that model because we have pretty

damn good innovators around the company

who come up with fabulous

products this is the same Logitech who's

making mice and keyboards that nobody

asks for and are four to five years

behind the current standard in the

gaming Market this same Logitech who and

releasing new versions of the super

light seemingly just used modeling clay

over where the right sided button used

to be instead of properly smoothing out

the mouse's contour and just called it a

finger groove and the last point to

touch on here is when Eli asks so you

pay a subscription for software updates

to your mouse and she replies yes and

you never have to worry about it again

now what I find very interesting about a

forever Mouse concept is again we're in

2024 and you look at where the mouse

Market was 3 to four years ago hell even

2 to three years ago the Innovations in

the mouse Market has drastically changed

weight reductions higher sensors higher

pulling rates one of the things that

people probably upgrade the most is a

mouse because like I said it's just

changing so drastically and only getting

better so the concept of a forever Mouse

that's a bit heavier seems like the

polar opposite of what a mouse is today

and not in a good Innovative way again

it when these new mice are coming out

you want to upgrade cuz it's lighter

it's faster it's more efficient it's got

better battery over time so why would

software be the main selling point

keeping a physical tangible mouse that

the hardware will never

change why is that a good thing guess

what it's not Hanukkah Hardware has and

will always be the most important part

of the mouse you can't upgrade sens with

software you can't reduce weight with

software you can't change shape and size

of the mouse with software how don't

they see that so the fact they're

requiring software to be a paid

subscription model that they will update

over time is lunacy and like one of the

things I always think of is like Adobe

and stuff like if you're not connected

to the internet I can't use any of my

photo or video editing software so if if

you have to pay to have this software

updates to your mouse an active

Subscription Service what happens if

you're not online does your mouse just

become a brick there are so many things

that I'm questioning and hating about

this that it is it's insane it is truly

insane and so out of touch that this

current concept of a forever Mouse seems

like a good idea to Hanukkah Faber and

again I know she's a newly appointed CEO

and this is one of the things that she

brought up that she's very excited about

which leads me to believe that the

wheels are already in motion just

reading this uh this podcast here and

what she's talked about and what they've

showed her and how it's if this ever

becomes a thing Logitech is as good as

dead in the water I mean I don't know

what else to say about that it is just

such a crazy crazy crazy concept that

like I said my initial my my initial

reaction was to laugh this off but a

bunch of you guys have been hitting me

up on Twitter and on YouTube to talk

about this that I wanted to bring it up

to see what you guys thought about it

and you know what I'm going to play the

sarcastic devil's advocate here and I'm

going to say you know what Logitech do

it I would love to see you do this and

uh see you see the the market reaction

and how the consumers react to this and

uh how that does for the the

company well guys that'll do it I'm

random Frank P hope you enjoyed have a

good day