As anticipated in this blog few months ago, Apple was forced to change its strategy so to enter the Italian mobile market, which is one of the biggest and most profitable in the world.
The change of strategy reflects the way this market is moving:
- lot of attention on the newest and trendiest device
- an attitude to shift from one operator to another
- a market where operators play a really big role (two big operators, Tim and Vodafone, a medium one, H3G)
- poor wifi availability
The answer is an agreement based on exclusive distribution via Tim for 6 months, no revenue sharing, UMTS based device (44% UMTS share in Italy vs 20% France and 18% UK).
The other key fact is a consideration about device and software.
Motorola is going bankruptcy even if its Razr is the best sold device ever. Why? Because Motorola was not able to deliver contents (software, platform, etc) and get eventually caught in the price trap of the mobile market.
Apple has one chance to avoid this trap: its browser, Safari.
In US 70% of the internet access via mobile comes through Safari.
Selling more devices is the way to remain on top for more advanced market, as Italy.
Showing posts with label new york times. Show all posts
Showing posts with label new york times. Show all posts
Monday, April 21, 2008
Monday, February 25, 2008
Meat exacts a costly toll
This great essay of Mark Bittman put another step in my personal process toward a conscious way of eat.
And put another step, or it should, in the mind of marketers.
"Mr. Rosegrant of the food policy research institute says he foresees “a stronger public relations campaign in the reduction of meat consumption — one like that around cigarettes — emphasizing personal health, compassion for animals, and doing good for the poor and the planet.”
The key fact is that the public relation campaign against cigarette begun when the web was not born yet. It took several years to achieve some results.
But we live in an era of fast change, sometimes faster than we can imagine.
We live in a world with almost 6 bn inhabitants and every single shift in habits may turn to prove incredibly healthy for millions of people.
Therefore, if you work in a food industry, it's time to re think your perspectives. Before it may be too late, all of a sudden.
What about you?
And put another step, or it should, in the mind of marketers.
"Mr. Rosegrant of the food policy research institute says he foresees “a stronger public relations campaign in the reduction of meat consumption — one like that around cigarettes — emphasizing personal health, compassion for animals, and doing good for the poor and the planet.”
The key fact is that the public relation campaign against cigarette begun when the web was not born yet. It took several years to achieve some results.
But we live in an era of fast change, sometimes faster than we can imagine.
We live in a world with almost 6 bn inhabitants and every single shift in habits may turn to prove incredibly healthy for millions of people.
Therefore, if you work in a food industry, it's time to re think your perspectives. Before it may be too late, all of a sudden.
What about you?
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