All posts in Apple’s

Insight into Apple's Enterprise Marketing Methods

In the space of a few years, the iPhone has gone from being a smartphone non grata in corporate circles, to being a much sought after productivity device for suits around the world. You’ll also find enterprise-level business tech users hunkered down in deep thought, searching their minds and the iTunes App Store for ways to justify the purchase of the latest piece of successful businessman accoutrement–the iPad–to their superiors. If you’ve spent anytime working in a corporate environment, you’ll know that this is a definite change. Up until recently, the office was ruled by the PC and Blackberry–boring technology, sure, but also cheap and relatively secure, allowing a company’s the bottom line to stay red while providing a reasonably stringent IT security.

How did Apple manage to sway the hearts of the world’s enterprise giants? Simple: They left them the heck alone.

As part of an interesting op-ed piece over at GIGAOM, it’s argued that Apple has managed to snag themselves a large share of the enterprise market not as a result of expensive advertising or aggressive sales aimed at corporate purchasers (they do regularly post ads in publications like the Wall Street Journal and Business week, but not noticeably more so than they do in consumer-centric publications). Instead, the folks from Cupertino chose a different route: provide enterprise users what they need to feel comfortable in order to use the device, wind them up, and let them go.

By including greater IT security control over iPhone handsets and better enterprise-class Microsoft Exchange Server integration for iOS devices, Apple created an environment where large business could feel comfortable enough to consider the use of iPhones and iPads as tools to help them operate their businesses a possibility. This shift to meet the needs of the business world was a gradual one made over the course of a few years. Once the iOS devices entered the corporate ecosystem, the users were free to explore the App Store and find software that met the specific needs of the businesses they were involved in. This, GIGAOM argues, is a great example of Apple shaping its products to meet the demand of its users. This breaks away from the philosophy of most large manufacturers, who demand that a target audience be identified before a product can be built or released.

The article isn’t a long read, and the comments surrounding it are pretty lively–especially those responding to the statement that Apple allows users freedom of choice in how they use their devices. If you have a few minutes, it’s worth checking out.

 

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Apple's Awkward Google Voice Anniversary

Do you remember how exciting the notion of Google Voice on the iPhone was? No, not the consolation-prize web app version of Google Voice available to us now, but Google Voice on the hoof, one tap away from use on your Apple-branded device. Sadly, the dream of a native iPhone app for the service has never materialized, leaving Google Voice users without the on-device support or features that the excellent service warrants. How did it all go wrong? Google and Apple used to be so good together. We always thought they’d be the couple to make it out alive.

Le Sigh.

A few days past the one-year anniversary of the FCC’s probe into why Apple refused the entry of Google Voice into the iTunes App Store, the ever-insightful writers over at TechCrunch have put together an interesting feature on the drama surrounding Apple’s decision to disallow the App’s acceptance and the road that led up to such a depressing decree to be issued in the first place. The feature is well worth the five minutes of your time that it’ll take you to ingest it, and as a byproduct, will make you sound like an uber-geek should you bring it up in conversation with your less tech-savvy hipster friends.

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