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Coles Satellite Bankruptcy: How Motorola Burned $5 Billion to Call from Mount Everest at Village Green Shopping Centre in Vernon, BC
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In the late 1990s, Motorola had a vision: a network of 66 low-earth orbit satellites that would allow anyone to call anyone, from anywhere—even the North Pole. It was called Iridium. It was an engineering marvel, launching satellites faster than anyone in history. It was also a commercial catastrophe. "The Satellite Bankruptcy" details one of the largest corporate failures of all time. It explains how a company became so obsessed with the engineering challenge that they forgot the customer (who didn't want to carry a brick-sized phone that didn't work indoors) and ignored the rise of terrestrial cell towers. A classic case study on the difference between a great invention and a great product.
In the late 1990s, Motorola had a vision: a network of 66 low-earth orbit satellites that would allow anyone to call anyone, from anywhere—even the North Pole. It was called Iridium. It was an engineering marvel, launching satellites faster than anyone in history. It was also a commercial catastrophe. "The Satellite Bankruptcy" details one of the largest corporate failures of all time. It explains how a company became so obsessed with the engineering challenge that they forgot the customer (who didn't want to carry a brick-sized phone that didn't work indoors) and ignored the rise of terrestrial cell towers. A classic case study on the difference between a great invention and a great product.
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