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INTUIT'S NEXT BIG BRAND? Featured

Brad Smith, IntuitIt took about CEO Brad Smith about 17 minutes into this weeks' Intuit Investor's Day to actually say the word "QuickBooks". Sasan Goodarzi, the EVP who runs the small business segment, never said the word, although he did voice "QBO" for QuickBooks Online twice.

No, the phrase of the day was "Self-Employed" and it is clear that Intuit is gearing up for the next major chapter in its history. Smith talked about the number of times Intuit has re-invented itself—it had built the small business platform and will now build the global consumer platform. I don't know what that will be called but I doubt QuickBooks will be in the title. Executives talked about how consumers only interface with TurboTax once a year, but work with Mint more than 100 times and I am thinking the new platform evolves out of some integration of Mint and TurboTax on the consumer side. We could call it TurboMint? In August, Intuit said it would add 1 million QBO subscribers by the time its fiscal year ends on July 31, raising the total to 3,275,000 to 3,375,000 subscribers worldwide. Most companies would keep bragging about that, but it was not mentioned in the extensive parts of the three-hour, 46-minute webcast I listened to. The most extensive mention of QuickBooks was by chief marketing officer Lucas Watson and  CTO Tayloe Stansbury more a matter of nitty gritty and execution. not strategic vision.  No, in terms of fresh vision, QBO is in the rearview mirror and Intuit is focused on the road ahead.

 

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