02.10.2010 15:05 Uhr, Quelle: The Unofficial Apple Weblog

Apple's segmentation strategy and why it works

Here's a little interesting weekend reading from Mark Sigal on O'Reilly about "Apple's segmentation strategy." Sigal does a huge overview of Apple's direction over the last ten years, and in the end, argues that Apple has shirked the conventional wisdom of marketing products horizontally (making a special type of peanut butter for every customer, for example), and has instead segmented its products vertically (creating one product for a particular use case -- an iPad for reading, an iPod for listening, and an iPhone for apps). Apple is successful -- extremely successful, says Sigal -- not because it has become the biggest company in its various industries, but because it has thought carefully about how to sell products, and then sold them at ex

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