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Apple and Google - Article Example

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Apple and Google

It will offer greater value to its services. The main objective of the company is to retain the customers within its ecology as its iPhone. The new Apple maps service will offer the customers with 3D images of cities and towns, known as ‘Flyovers’. It will also offer the customers with traffic updates as well as turn-by-turn navigation. The article also states that the best marketing concept that Apple uses is offering the customers with an experience which is different from that of others. It has been evident that the intended amalgamation of the feature of mobile maps app with iPhone can render Apple substantial profitability as according to a research conducted it is observed that people who use iPhone spent 35% greater amount of time on using maps than other phone users. Therefore, this marketing concept can provide Apple a major scope of market growth prospect. Apple can also get hold of the useful consumer data which was earlier received by Google. Apple can also earn greater revenue from opportunities such as sponsored links. These factors can affect on long-term profitability of Apple by a considerable extent. The article demonstrates the fact that in this instance of launching maps application the company is product focused rather than customer focused which is closely associated to the concept of marketing myopia. Apple has also solely intended to render consumers’ such an application which can be quite value adding, thus though the concept relates to marketing myopia however not entirely. Segmentation, Targeting and Positioning Apple mobile maps will be provided as an application with iPhone itself. The purchasers of iPhone are generally high income group people who have the capability to purchase the product. The product can be used by the youth and the middle aged to old aged people. It can be used by both the male as well as the female. The high-end consumers of iPhone generally also desire use their phones to operate navigation facilities for their business or social networking purposes. This can enable the mobile apps to generate user activity with regard to the provided service. The product can be targeted generally to the businessmen who want to make their businesses available or traceable to the local as well as international customers. Through Apple mobile maps, customers will be easily capable of determining the exact locations of the stores that they will be looking for. The app is likely to target the app stores. The company, Apple can position its product as adding a new feature to its iPhone in order to attract a significant portion of the customers. This would help Apple to uphold competitive advantage and assist in maintaining sustainability. One of the unique features which will be inculcated in the Apple mobile maps is ‘Siri’, which is a voice-activated search tool. The company can as well position its product of mobile maps in terms of value addition with the popular product i.e. iPhone. As the application would be in-built within the iPhone, the positioning of it would not be a major concern for Apple. However, Apple needs to ensure superior quality of the maps service to draw the consumers in the long run to use the facility. Apple will entrust on outside parties for maps related information at first, the way its ...Show more

Summary

Apple and Google Go Head to Head over Mobile Maps Introduction The article “Apple and Google Go Head To Head over Mobile Maps” has been published in The New York Times on June 17, 2012. The article discusses regarding the plan of Apple to include maps application in its iPhone and it has also asserted that it will not use Google maps but would possess its own inbuilt maps, part of its new mobile based operating system…
Author : cruickshankgrov
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