Introduction
Neopets is a website that deals with virtual pets and which was launched in 1999 by Adam Powell and Donna Williams. Powell performed programming work while Williams was responsible for designing and drawing and graphics. It grew to a point where Williams could not manage it anymore. Subsequently, it was purchased by an investor who some years later sold it to Viacom (Surhone, 2010, p.5).
Neopets has developed extensively with a current estimated customer base of more than 25 million customers. This figure has been achieved by focusing on customers related issues such as translation of the website into diverse languages. The visitors create an account from where they access the website. The website gives customers an opportunity to be in charge of up to four pets. They buy food, toys, including other accessories to the pets using a virtual currency referred as Neopoints and Neocash.
Preventing the Neopets’ concept from becoming a fad
Neopets has adopted a concept that is acceptable by many of its customers. It is one of the strategies preventing Neopets products from becoming a fad. With the prevailing intensity of competition in the business, Neopets should adopt an innovation strategy that will keep it step ahead from its competitors. As a strategy towards innovation, the Neopets should introduce new games, puzzles and characters that are more appealing to its customers.
New innovations will attract the attention of the customers making them stick to the company. In addition, the Neopets should record an outgrowth improvement in technological developments. Modern technology will help to keep more customers on board. According to Cantrell (2010, para.1), unlike the Ninja Turtles and the Hula hoops that have turned out to be fads, Neopets can position its-self in the market if it capitalizes on the children’s true love for pets. This is possible because every child across the current generation has a natural love for pets.
The Neopets’ promotion
Neopets has been able to convince a remarkable number of customers through a word of mouth promotion. The method has proved to be very effective with regard to the customer base. The introduction of a more sophisticated promotion method can contribute to a large out of hand customer base thereby disrupting the functionality of the website. According to the Goldsmith (2002, p.100-125), once a business has a remarkable number of customers, it should focus on the existing customers to bring on board new customers.
This kind of promotion is called the viral marketing. For example, the firm might relay on advertising via e-mail message to the existing members who then distribute the same message to new members, thus bringing novel customers on board. The market is unsurprisingly characterized by booms and declines. Therefore, Neopets should be watchful when deciding on a new promotional method as it might impact on the company negatively.
Country to country difference in acceptability of Neopets and the remedy
Neopet’s management team has tried its level best to translate its functions to different languages with the aim of eliminating linguistic differences. This has been successful. Pets are universally acceptable by every child across the current generation. Neither culture nor the language can limit the worldwide access to Neopets. On the contrary, different countries have their level of technological developments which differs from country to another, a common issue in developing world.
Poor development can result to limitation to an equal access to the website. Notably, in the developing countries, computers are not a basic need leading to their scarcity resulting to non exposure of children. As a remedy, Neopets Company should distribute connectivity gadgets and equipments to the underdeveloped worlds’ schools as a step to enhance children’s exposure and access to the pets’ world.
Criticisms about the Neopets’ practices and the remedial action
According to Wollslager (2005, p.1-5), the main criticisms towards Neopets revolves around the advertising. Some advertising messages are persuasive hence strongly capturing the attention of some children off guard. To prevent this, there should be a regulation deterring some persuasive messages which can impact on children negatively. Secondly, parents may lack information of what is contained in a certain site.
Therefore, Neopets should prepare manuals necessary to be used by parents to identify the best sites for the children. In conclusion, the children are spending most of their times in these sites more than they concentrate in the studies. This has been cited by some parents as dangerous to the lives of children. To rectify this, Neopets together with the agency should customize the site to allow the parents to limit the duration the students are accessing these sites.
Neopets and the adult market
Neopets has since 1999 dealt with the children only while excluding the adults who might be its potential customers. Since it has been in existence for a shorter period, it has not gotten enough information to cater for adults. This has eliminated the adults from consideration. But to create a large customer base, the industry needs to create games and puzzles meant for adults.
The Neopets is increasingly gaining acceptance in many parts of the world Steiger (2008, para. 3). With the recent innovations, there can be introduction of another site for adults. It should have sophisticated technologies so as to address the needs of the adults optimally. Improved games and puzzles should be uploaded in the sites to be used by adults.
Conclusion
Through continuous innovations, Neopets will remain as the sticker site visited by many customers on daily basis. To improve its customer base, the firm should develop sophisticated games meant to draw adults’ attention. Also, the site needs to check its operations to avoid legal implications from the relevant authority due to failure of meeting the required operational standards.
Reference List
Cantrell, Y. (2010). Neopets global marketing.
Goldsmith, R. (2002). Viral marketing: get your audience to your marketing for you. USA: Prentice Hall Business.
Steiger, R. (2008). Remember why we love virtual worlds. USA: Virtual goods Conference.
Surhone, M. (2010). Neopets, Germany: VDM Verlag Dr. Miller AG 4 co.
Wollslager, E. (2005). Training junior capitalists: Neopets makes consumerism child’s play. Ottawa: Pamela Tam.