Software Makers' Products Should Appeal to Women

MacWEEK

By Marie D'Amico

Macintosh Quadras, Corvettes, Milwaukee Sawzalls. Expensive, powerful machines built by corporations forced to contend with downsizing, shrinking profit margins, and share prices tumbling quicker than an Olympic gymnast. In a recession, what's a company to do? Sell products that appeal to women.

Not only do we constitute a majority of the population and raise the next generation, but we also live about seven years longer than men. Consumers to be coveted.

Softwear for Work and Play

When I buy clothing for work or play, I want it to be functional, fuss-free, and fun. Yet, even at a size 2, I can easier find clothing of value than software of value.

For example, many of the productivity applications I buy are cumbersome and complex. I use Microsoft Æ Word 4.0 about 9 hours a day yet I don't use 90% of the functions. Who does? I like Claris' FileMakerÆ Pro, but I'm sure FileMakerÆ would have been sufficient. And, I know this is sacrilegious, but I still use System 6.0.7. I see no reason to install System 7.0 except to give Microsoft Æ upgrade money and get shaded icons. Big whoop.

I would prefer to buy vanilla versions of applications with extra enhancements as options. I hate paying for that which I receive no benefit. Like Congress .

And, why is it that I cannot find great Mac games? Because they're mainly about fighting; if I wanted that I would move to Bosnia. For example, Pathways Into Darkness allows me to Confront a multitude of deadly creatures. I do that everyday; I work with lawyers. Falcon tells me that The only way to win is to shut the enemy down. Ask any woman - there are lots of ways to win.

I know women who really like board games such as Pictionary and Trivial Pursuit. Maybe it's their social nature, I don't know. I do know it must be possible to develop such games for the Mac. Believe me, if you write it, we will buy.

The Middle-Of-The-Road

I spend about 10 hours a day with my Mac. I have a Mac IIci with 4 MB RAM and an 80 MB hard drive. It gets the job done and the price was right. Instead of having a product line with 20 models, 63 configurations, and turbo-charged AV's, maybe Apple should concentrate on middle-of-the-road machines for $1000 - $1500. Hondas may not be sexy, but they sure do sell. Especially to women.

To discover what the rest of the population buys, I went to the local ComputerAttic SuperCenter. The Mac salesmen told me that their most popular Mac is the Mac IIvx with 4 MB RAM, an 80 MB hard drive, selling for $1149.99 Very similar in performance to my machine. Coincidence? I think not.

Maybe Apple should use women as a market indicator for what the consumers really wants. Let the hackers buy a Cray for their new Vettes.

Post Mortem

A number of men have commented that my columns lauding Newton seem prejudicial because of my husband's involvement with it. If anyone thinks that a smart woman would praise a product because her husband developed it, ask that woman if she truly enjoys football, spiked high heels, or baldness. Warning: Resulting howls of laugher may cause hearing loss.

Software