UFiliphu Novotny Ekukhangiseni nasekukhangiseni ngokuvamile, i-Apple ivame ukuboniswa njengenye ehamba phambili ebhizinisini, futhi ngokuvamile nangaphezulu. Kodwa-ke, njengoba kubonakala manje, ubudlelwano be-Apple obuyinganekwane manje nesikhungo sokukhangisa i-TBWAMedia Arts Lab bube nemifantu emikhulu ezinyangeni ezedlule. Inhloko yezokukhangisa yakwa-Apple, uPhil Schiller, akanelisekile neze ngemiphumela yale nhlangano futhi ubethukuthele eveva…
Iqiniso elingemnandi lavela engxabanweni yezomthetho eqhubekayo phakathi kwe-Apple ne-Samsung, lapho inkampani yaseNingizimu Korea yethula khona ama-imeyili ayiqiniso uSchiller awashintshile nabamele i-TBWAMedia Arts Lab.
Ubudlelwano phakathi kwe-Apple kanye nesikhungo sokukhangisa, esikhiqize izikhangiso eziyisithonjana ezimbalwa ze-Mac ne-iPhone maker eseCalifornia, konakala ekuqaleni konyaka odlule. Wafika lapho The Wall Street Journal ngesihloko esithi "Ingabe i-Apple ilahlekelwe ukuphola kwayo ngezindleko ze-Samsung?" "Ingabe i-Apple Ilahlekelwe Ukuphola Kwayo Ku-Samsung?"). Okuqukethwe kuyo kuphakamise ukuthi ukubambisana phakathi kwezinkampani ezishiwo kungase kungabi nazithelo njengakuqala.
Ezincwadini ezinamathiselwe ngezansi, kwabe sekuboniswa ukuthi ngisho nenkampani yokukhangisa ngokwayo, esebenze ne-Apple iminyaka eminingi futhi yazi imikhiqizo namasu ayo njengamanye ambalwa, ilandele inkulumo edumile yezintatheli yokuthi izinto ziyehla nge-Apple. Unyaka wezi-2013 uqhathaniswe ngabameleli bawo ku-1997, lapho inkampani yaseCalifornian isengozini yokuqothuka, okuyinto engeke ishiwo ngonyaka odlule. Yingakho uPhil Schiller esabela ngokucasuka kakhulu.
Jan 25, 2013 uPhilip Schiller
Kuningi okufanele sikwenze ukuze siguqule lokhu kube yinzuzo yethu….
http://online.wsj.com/article/SB10001424127887323854904578264090074879024.html
Ingabe i-Apple Ilahlekelwe Ukuphola Kwayo ku-Samsung?
ngu-Ian Sherr no-Evan Ramstad
Nansi impendulo ephelele evela ejensi yezokukhangisa i-TBWA. Umphathi wayo, u-James Vincent, uqhathanisa inkinga yokukhushulwa kwe-iPhone nesimo esibucayi i-Apple eyazithola ikusona ngo-1997. Uhlangothi lokuhlela luphawuleka futhi endabeni yama-imeyili kaVincent.
phil,
Ngivumelana nawe. nathi sizizwa ngaleyo ndlela. siyaqonda ngokugcwele ukuthi ukugxekwa kulungile ngalesi sikhathi. isikhukhula sezimo ezihlukene sibeka ukukhanya okungekuhle ku-apula.
ezinsukwini ezimbalwa ezedlule siqale ukusebenzela eminye imibono emikhulu lapho ukukhangisa kungasiza ekuguquleni izinto zibe ngcono, ikakhulukazi uma sisebenza ngaphakathi kohlelo olukhulu lwenkampani.
singathanda ukuphakamisa izinguquko ezimbalwa ezibalulekile emsebenzini wethu emasontweni ezayo ukuze siphendule inselele enkulu esibhekene nayo.
kuzomele sixoxe ngezindawo ezinkulu ezi-3..
1. Impendulo yethu yenkampani yonke:
kusobala ukuthi imibuzo ebhekiswe ku-apula ikhona emazingeni ahlukene futhi yethulwa kanjalo. abakhulu kunabo bonke..
a) ukuziphatha komphakathi - kufanele siziphathe kanjani? (amacala, ukukhiqizwa kwe-China/US, ingcebo eyeqile, izabelo)
b) imephu yomgwaqo yomkhiqizo - yini entsha yethu elandelayo? .. (izibonisi ezinkulu, ukubukeka kwesofthiwe entsha, amamephu, imijikelezo yomkhiqizo)
c) ukukhangisa - shintsha ingxoxo? (umehluko we-iPhone 5, indlela yokuncintisana, ukwehla komkhiqizo we-apula)
d) indlela yokuthengisa - amaqhinga amasha? (ukusetshenziswa kwama-opharetha, esitolo, imiklomelo yabathengisi, isu lokudayisa)
singathanda ukuphakamisa ukubiza umhlangano onzima waleli sonto, ofana nokwenzeka endabeni yesango lezimpondo. mhlawumbe izosebenza esikhundleni sika-marcom (umhlangano ojwayelekile ngesihloko sokuxhumana ngokumaketha), kanye no-tim, u-jony, katie, u-hiroki nanoma ubani omunye ocabanga ukuthi kufanele abe khona.
u-elena uyalele amaqembu akhe kuleli sonto ukuthi acabange ngazo zonke izici ezisongela ukukhanga kohlobo lwama-apula ngaphambi komhlangano olandelayo. nangaphambi komhlangano singaxoxa ngakho konke okwengeziwe ukuze siqale ingxoxo ebanzi ngezinkinga nezisombululo zazo.
2. indlela entsha yokuhlola imibono emikhulu
siyaqonda ukuthi lesi simo sifana kakhulu nesika-1997 ngomqondo wokuthi ukukhangisa kufanele kusize i-apula liphume kuso. siyakuqonda lokho futhi siyajabula ngaleli thuba elikhulu.
kubonakala sengathi izikhathi zidinga izindlela ezivulekile nezibandakanyayo zokuzama imibono. ngokweqiniso, isitayela sokuphatha sika-marcom kwesinye isikhathi sikwenza kungenzeki ngathi ukuzama imibono esicabanga ukuthi ilungile. sinemibono emibili emikhulu kakhulu ezingeni lomkhiqizo wonke esingathanda kakhulu ukuyizama, kodwa akwenzeki ukukhuluma ngayo kuphela ku-marcom. kumane kudingekile ukuba ungene kuzo ngokushesha. kufana nemodeli ye-nike lapho benza khona izinto ezimbalwa bese bekhetha lokho abakugcina bekusebenzisa. Ngicabanga ukuthi yilokhu kanye okudingekayo njengamanje.
kodwa ngesikhathi esifanayo siyavuma ukuthi kuyadingeka ukuthi i-marcom iqinise ukwakheka kwezikhundla namasu ethu, ebesizokwethula ngokuqondile ekhalendeni lomkhiqizo, ukuze siqonde kangcono amaqhinga aphelele azokwakhiwa kuwo kancane kancane.
3. umhlangano ojwayelekile we-mini-marcom
sicabanga ukuthi kudingekile ukwethula umhlangano ovamile phakathi kwethimba lethu kanye neqembu le-hiroki, ukuze sikwazi ukuxhumanisa imikhankaso futhi ikakhulukazi izingxoxo nabaqhubi, bese sizokwenza imikhankaso ezosebenza kahle kuyo yonke imidiya ye-apula. ngakho-ke uma sivumelene ngombono owodwa womkhankaso, isibonelo, "abantu bayawathanda ama-iPhones abo", yonke imidiya ye-apula kusukela ku-apple.com kuya ekuthengiseni izothatha izingxenye ezahlukene zomkhankaso futhi yakhe izimpikiswano ngazinye, ngendlela u-hiroki akhulume ngayo nge-mac vs. pc futhi "thola i-mac".
Ngenkathi i-TBWA iphakamisa izinguquko ezinkulu esu lokumaketha le-Apple kulandela unyaka wokugqashuka we-1997, uPhil Schiller akavumelani nalokhu. Ubona inkampani ephumelele kakhulu engenayo inkinga ngemikhiqizo, kodwa ngokukhuthazwa kwayo okufanele.
Jan 26, 2013 uPhilip Schiller
Impendulo yakho iyangishaqisa impela.
Ku-Marcom yokugcina, sidlale ividiyo yokwethulwa kwe-iPhone 5 futhi salalela isethulo mayelana nokumakethwa komkhiqizo womuntu esiqhudelana naye. Sixoxile ngokuthi i-iPhone njengomkhiqizo kanye nempumelelo yayo yokuthengisa elandelayo ingcono kakhulu kunalokho abantu abakucabangayo. Izinto zokumaketha ngokuphelele.
Isiphakamiso sakho sokuthi siqale ukusebenzisa i-Apple ngendlela ehluke kakhulu siyimpendulo eshaqisayo. Futhi, isiphakamiso sokuthi sikunikeza inkululeko eyengeziwe yokusebenzisa imali emibonweni ongakaze uzame ukuyidlulisela ku-Marcom okwamanje siyacasula. Sihlangana masonto onke ukuze sixoxe nganoma yini esiyidingayo, asikukhawuleli nganoma iyiphi indlela kokuqukethwe noma indlela yokuxoxa, siya ngisho nasemsebenzini wakho emihlanganweni yezinsuku zonke.
Lona akuwona u-1997. Isimo samanje asifani naso. Ngo-1997, i-Apple yayingenayo imikhiqizo yokuphromotha. Sasinenkampani lapha eyayenza kancane kangangokuthi yayingase ibhuqe kungakapheli izinyanga eziyisi-6. Kwakuyi-Apple efayo, enesizungu eyayidinga ukuqalisa kabusha okwakuzothatha iminyaka eminingana. Bekungeyona inkampani yezobuchwepheshe ephumelela kakhulu emhlabeni enemikhiqizo ehamba phambili, eyakha imakethe yama-smartphone namathebulethi kanye nokuqukethwe okuhamba phambili nokusatshalaliswa kwesoftware. Bekungeyona inkampani wonke umuntu afuna ukuyikopisha nokuncintisana nayo.
Yebo, ngishaqekile. Lokhu akuzwakali ngempela njengendlela yokudala izikhangiso ezinhle ze-iPhone ne-iPad wonke umuntu ongaphakathi nangaphandle kwe-Apple aziqhenya ngayo. Yilokhu okufunwa kithi.
Kule ngxoxo sibona uPhil Schiller endimeni engakaze ibonwe; sazi umphathi wezokuthengisa wakwa-Apple kuphela ekwethulweni kwemikhiqizo emisha, lapho ethula impumelelo yenkampani yakhe yangaphambilini neyesikhathi esizayo ngokumomotheka futhi eklolodela labo abangakholelwa ekusungulweni kwe-Apple. Ngisho noJames Vincent wamangala ngokusabela kwakhe okubukhali:
phile nethimba,
Ngicela wamukele uxolo lwami. lokhu bekungeyona inhloso yami ngempela. Ngifunde i-imeyili yakho futhi futhi ngiyaqonda ukuthi kungani uzizwa ngaleyo ndlela.
Bengizama ukuphendula umbuzo wakho obanzi mayelana ne-marcom uma ngikwazi ukubona noma yiziphi izindlela ezintsha zokusebenza ezingasiza, ngakho-ke ngiphonsa iziphakamiso ezimbalwa futhi ngabheka zonke izici ezithinta amakhasimende ukuze sikwazi ukudala ngendlela ehlangene, njengoba kwakunjalo endabeni ye-mac vs pc. Impela bengingaqondile njengokugxeka i-Apple uqobo.
siyazi ngokugcwele imithwalo yethu yemfanelo kule ndaba. sizizwa sinesibopho esingu-100% ngengxenye yethu yomsebenzi, okudala izikhangiso ezinhle zama-apula nemikhiqizo yawo emihle. isithangami se-iPhone 5 owethule kwa-marcom ngesonto eledlule sibe usizo kakhulu, futhi amathimba ethu asebenza kule mpelasonto ezicini eziningi ezigqugquzelwe ngokuqondile isithangami.
Ngiyavuma ukusabela kwami bekungaphezulu futhi akuzange kusize nakancane. Ngiyaxolisa.
Ngemva komunye wemihlangano "ye-marcom", u-Phil Schiller utusa impumelelo yokuthengisa ye-iPad, kodwa futhi unegama elinomusa lesimbangi i-Samsung. Ngokusho kwakhe, inkampani yaseKorea inemikhiqizo embi kakhulu, kodwa kamuva nje isiphathe kahle ukukhangisa.
UJames,
izolo senze inqubekelaphambili enhle ngokumaketha kwe-iPad. Ayilungile ku-iPhone.
Ithimba lakho livame ukuqhamuka nokuhlaziya okujulile, izifinyezo ezishukumisayo nomsebenzi omuhle wobuciko osenza sizizwe sisendleleni efanele. Ngeshwa, angikwazi ukusho ukuthi ngizizwa ngendlela efanayo nge-iPhone.
Bengibuka isikhangiso se-TV ye-Samsung ngaphambi kwe-Superbowl namuhla. Muhle impela futhi angikwazi ukuzibamba - labo bafana bayazi nje (njengomsubathi osendaweni efanele ngesikhathi esifanele) ngenkathi lapha sidonsa kanzima nge-iPhone marketing. Kuyadabukisa lokhu ngoba sinemikhiqizo engcono kakhulu kunabo.
Mhlawumbe uzizwa ngendlela ehlukile. Kufanele sifonelane futhi uma lokho kusiza. Singeza kuwe nangesonto elizayo uma lokho kungasiza.
Kufanele siguqule okuthile kakhulu. Futhi ngokushesha.
Phil
Ngiyakuqonda ukusabela kukaPhil. Ngiphinde ngamangazwa yilokho umfana osemkhangisweni abekhuluma ngakho. Uma kungenjalo, kufanele ngisho ukuthi lokhu kuvuza kwama-imeyili avela enkantolo kanye nokuvuza okuvela kwa-Apple akwenzi isevisi enhle nhlobo.