"Lite" products

Subject: "Lite" products
From: geoff-h -at- MTL -dot- FERIC -dot- CA
Date: Wed, 12 Mar 1997 09:23:50 -0600

Tina Cipolla wondered how to name a simplified consumer
version of her company's product given that the developers
refuse to use "lite". One solution is to simply keep the
name the same for your home users (which lets you benefit
from existing name recognition) and add "Pro" or
"Professional Edition" or "Deluxe Edition" or "Expert
Edition" (etc. etc.) to the developer's version (which lets
you pamper their egos by telling them they're more advanced
than the home users). It's clear and concise, it's a
standard practice (cf. Microsoft), and it has no obvious
negatives I can think of.

You could also get into "image games", but I'm not so fond
of this. A typical image game would be to call your home
version "Chevrolet" and the deluxe version "BMW", or
"Drizzle" vs. "Thunderstorm", or "Kittycat" vs. "Maneating
Tiger" etc. (i.e., a small, mild version, and a large,
powerful version). I'm not keen on this approach because
even though it's more picturesque, the names don't
associate obviously with what the product does, and it's a
tad cutesy, even if you use more realistic examples for the
names.

--Geoff Hart @8^{)} geoff-h -at- mtl -dot- feric -dot- ca
Disclaimer: Speaking for myself, not FERIC.

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