Its easy to create a sequel to a product but hard to wow the customer. In movies , sequels often turn out to be not so popular as the originals. Problem is not with execution but the fact that often the appeal of original idea is somewhat diminished. Repeat a formula often and public would not even turn up to watch the sequels. Star performers fail and movies get thumb down despite good execution.
A problem with a star product is that it is impossible to top it up and keep topping every time. A path breaking product sets a very high expectation. The thing that comes after it is only incremental changes. People use Facebook on internet a lot while the same group might be disinclined using it on a mobile. Not only the environment has changed ( new interface, slower internet speed) but also way the application works has changed too. However people want the same experience as using it on desktop. It must be for example as easy to use as it is on a desktop browser. The experience of using Facebook now needs to be beyond the way it is used on desktop.
In software field, if a great product that satisfies most of the demand of customer, it will be hard to sell an upgrade. Who wants the trouble to upgrade when things are going good.
Why buy a new car when you like the current one?
The easy way out is to keep telling yourself that your product user does not understand the value you have been offering to her. The difficult way is to create new experience. For example, performance improvement in the new software version does not elicit wow. To most of the users, it is a given. It will be noticeable only if there was a performance issue in the currently installed version. There is no wow thus.
To sell your new product,
- Offer something that can be perceived as new / fresh
- Offer that is not available on one platform on the other . For example, if you want to drive more sales from your website , offer new deals not available on the shop.
Facebook for example needs something on mobile that is different from their experience on a desktop. That may lead to loss of traffic from desktop to mobile but overall beneficial to it.