Apple Telecom Bedienungsanleitung PDF herunterladen (Seite 13)

11 | What customers really want – A customer-centric strategy for telecom operators

2) http://www.apple.com/investor/SEC 10K filing for 2010.

Most, if not all, major changes in the telecom industry in recent years were

triggered by game changers from outside the telecom industry. Players such as

Apple, Google and eBay from adjacent online industries define a new game.

Their outstanding success is based on revolutionary approaches in three main

fields: breakthrough technological innovations, access to content that customers

find interesting and a new level of customer understanding. At the same time,

operators have become much better at exploiting their existing and emerging

high performance technological infrastructure.

Having access to similar customer data as telecom operators, the new players

are able to draw their own conclusions and develop products according to

customer needs. The risk for the telecom operator is that customers are getting

used to this new wave of customer friendliness. Therefore, telecom operators

are facing tougher and tougher challenges in a converging industry. To hold

their own in this battle against the game changers, they need to know their

customers much better.

1.3.1 Apple, expert in customer understanding

Traditionally a player in the hardware industry, Apple is "committed to bringing

the best user experience to its customers".

Two business innovations illustrate

how Apple is putting this vision into reality.

First, the introduction of the iPhone in 2007 was a revolution. Apple managed

to exploit its consumer appeal and create a real pull for its brand. The company

understood that customers would like to do more with the device than just

make phone calls. When they launched the new iPhone, they integrated cus-

tomer insights (values, needs, behavior, etc.) gained by analysis via test groups

and surveys. Apple embedded the device in their existing ecosystem (iTunes,

AppStore, Apple computers, etc.). They also integrated third parties, e.g. for

application development, making the phone even more valuable to customers.

Second, Apple started its iAd service in 2010. It allows the company to analyze

the behavior pattern of its 160 million customers in iTunes and the AppStore,

and thus offer a tailored advertising platform to business customers. Retail users

are analyzed in terms of

> Website preferences

> Internet usage behavior

> App preferences

> Music, TV and audiobook genre preferences

> Locations

> Devices

> Demographics

> Network

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Apple Telecom Bedienungsanleitung Seite 13