We found some interesting read for this weekend from Mark Sigal in O'Reilly on "Apple's Segmentation Strategy."
Sigal describes an extensive description of Apple's direction in the last ten years, and in the end, affirms that Apple has evaded the conventional wisdom in marketing products horizontally (Make for example a special kind of bread for each customer), and has chosen to segment its products vertically (Create a product for a particular use - an iPad for entertainment, an iPod for music, and an iPhone for communications).
And Apple has been successful - it has hit right in the middle of the bullseye, Sigal says - not because it has become the largest company in its various industries, but because it has thought carefully about how to sell its products, and they sell them exactly to the right amount. right price.
KEEP READING the rest after the jump.
And even when it makes a decision that is not correct, Sigal says, Apple never makes a move that is not very strong and confident. Even though Apple TV is just a hobby, and it will always be just a hobby.
With all this, Sigal points out that when Apple does what it does best - target a specific market and get ahead of it by offering quality - the old rules of horizontal sales and marketing just don't apply.
Apple is fine even if it does not have the market share in SmartPhones, because it does not pursue old objectives. Apple doesn't add features or redesign its products in a panic - it added a camera on the iPod Touch only when it was ready, and even then, it was careful not to make it better than the camera on the iPhone 4.
In any case, Sigal's text makes for a very interesting read. It might be a bit heavy for the weekend, perhaps, but it's well worth taking a look so we get an idea of why Apple is still so popular and especially so profitable, even though other factors seem to emerge. against him.
If you want and feel like reading on Sunday you can read the entire article by Mark Sigal HERE .
Source: tuaw.com
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