Apple Telecom Bedienungsanleitung PDF herunterladen (Seite 14)

12 | Study

3) http://www.google.com/corporate/index.html.

4) http://www.googlelabs.com.

Based on this analysis, Apple can effectively target customers for advertise-

ments within its own app ecosystem. Apple did a very good job integrating

all these functions in a user-friendly way, creating a unique customer ex-

perience in the process.

Conclusion: Apple's approach is tailoring its services and technical inno-

vations to customer preferences and needs. The company understands its

customers like no other by actively investigating customer behavior.

1.3.2 Google, expert in data mining

Google's philosophy is to "focus on the user and all else will follow".

Even

if customers are not registered with any of Google's online services such as

Google Mail, the company gathers IP addresses, search terms and browser

types every time the customer searches for something. When users do sign

up for individual services, their data is analyzed in detail. As users register

for more services, Google is able to build an increasingly precise picture

of the customer.

Here are some examples that underline the point:

> iGoogle provides data about place of living (e.g. built-in weather forecast)

> Google Mail reads and analyzes all e-mails

> Google collects data about music and video preferences via YouTube

> Google Maps provides information on possible travel destinations

Data is analyzed by complex recognition algorithms or by "just" comparing

all available data records based on sheer computing power.

In particular, Google applies its data mining know-how to its product devel-

opment process. Google Labs

offers service ideas and beta versions of new

products. Users can either test and use the new software while Google

evaluates their usage patterns, or give feedback directly to Google. This

helps Google evaluate new products and get a fast and direct picture of the

customer view.

Conclusion: Google's core competence is its capability to collect, analyze

and interpret vast amounts of customer data and establish customer

requirements based on this analysis.

1.3.3 eBay, expert in holistic customer understanding

One of eBay's main goals is to "create opportunities for people". The com-

pany therefore developed a holistic view of its customers, both buyers and

sellers.

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Apple Telecom Bedienungsanleitung Seite 14