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Four Things Callaway Golf Co. Looks for in a New Product

Callaway Golf Co. always seems to be rolling out something new. Its Big Bertha driver line alone has seen a number of changes through the years.

Fifty percent of Callaway (NYSE: ELY)’s sales are products less than a year old, explained Alan Hocknell, the Carlsbad company’s senior vice president of research and development.

Hocknell recently sat down to discuss what the company calls Jailbreak Technology, part of its Great Big Bertha Epic driver, which went on the market in early 2017.

There are three important questions company officials ask when considering a new product or product feature, Hocknell said during the conversation. They are:

• Does the feature offer a strong impact on performance?

• Is the new feature visible?

• Is it easy to understand?

“We try to get all three,” Hocknell said.

He then added a fourth.

• Does it separate the company from its competitors?

Jailbreak Technology seems to satisfy all four questions.

Performance Improvement: Callaway put two bars behind the golf club’s face to keep it from deforming on impact. Company officials say the improvement offers more ball speed than an unimproved driver.

Visibility: Actually, Jailbreak bars are hard to see. They are molded inside the club. Nevertheless, company officials made it a point to style the exterior to indicate the bars are there. The corporation has also embarked on a publicity campaign to tell the world how the club is built.

Understandability: It’s not quantum mechanics. A club with Jailbreak Technology has two titaniuml bars that reinforce it. Need to know more? Callaway can offer video of how an unreinforced club warps on impact.

Competitive landscape: Callaway said it has taken out 40 patents on Jailbreak Technology.

Read more about this golf club’s development in the April 10 issue of the San Diego Business Journal.

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