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Friday, January 30, 2015

The secret of Apple's success

Mark Bridge writes:

What’s the secret of Apple’s success? That’s the question I was asked earlier this week by LBC radio during a report on Apple’s impressive iPhone sales and its record quarterly results.

Much of the answer, I said, was down to usability and design. Apple has taken existing features – both software and hardware – and has made them better. After all, the iPod wasn’t the first MP3 player. The iPhone wasn’t the first smartphone... and wasn’t even the first touchscreen smartphone. But for many people, that’s the perception.

And, perhaps just as importantly, Apple doesn’t get involved with products it can’t improve.

Here are six reasons I think Apple is doing so well at the moment.

Apple makes products that are easy to use. Yet they’re not dumbed-down. An Apple iPhone is pretty intuitive for new users but is smart enough to appeal to ‘power users’ as well. Some people will argue they don’t have enough control over an iPhone’s settings, but for most people that’s not a problem.

Apple makes products that are easy to choose. If you want an Apple mobile phone, you buy an iPhone. Yes, there are different memory sizes and different screen sizes – and you can always buy one of the previous versions – but for many consumers there’s only really one model.

Apple makes products that people want. Every so often there’s a celebrity who endorses a rival product and yet they’re seen using an iPhone when they need to go online. The staff at Apple love them too: they use them all the time. That’s how prototypes get lost in bars. And don’t underrate the effect of Apple’s advertising. Visit the Apple website and it’s showing you the amazing things you can do with Apple products. It’s not trying to sell you a phone.

Apple controls the sales process. Okay, not entirely – you can buy an iPhone from your mobile network or from an independent retailer – but buying from an Apple Store gives customers an all-Apple experience. There’s hands-on contact with the products, there’s no pressure, there are well-informed staff – and it’s all glowing white, rather like a high-tech version of heaven. On top of that, Apple runs its own App Store and iTunes, too. Buying your device, filling it up with content, downloading apps, customising it to suit your taste: it’s all under Apple’s umbrella. No, not an iUmbrella.

Apple makes premium products. In an industry where average smartphone selling prices keep falling because more and more low-cost devices are being produced for developing markets, Apple is sticking with premium. And you can end up paying quite a lot more for a phone that’s a little bit better. A bigger iPhone screen doesn’t cost Apple £80 more but that’s what it costs customers. The same goes for memory, too. Extra profit from customers who don’t mind paying extra for a top-spec handset.

Apple spends a lot of time and money on research and development. Goodness knows which version of iPhone they’re working on now. But I bet it’s not just iPhone 7.

Mark Bridge is one of the team at The Fonecast. He doesn’t have an iPhone, Not yet, anyway.
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Opinion Articles

Monitoring road quality with a standard smartphone and the Roadroid app

Resurfacing repairs required? There's an app...

Mark Bridge writes:

In the past five years, what started as an advertising message - “there’s an app for that” - has become a challenge to developers. It’s become part of 21st century culture. And it’s become an totem for journalists to pin their most outrageous app-based stories to.

Roadroid doesn’t need the attention-grabbing headlines.

Author: The Fonecast
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Product review: Nomad ChargeCard and Nomad ChargeKey

Connect and charge your smartphone on the move

Mark Bridge writes:

What would you say to a tiny little device that enabled you to recharge your smartphone almost anywhere, whenever you wanted?

This is pretty much what a US-based company called Nomad is promising. In fact, they sent me two of their latest products to try.

Author: The Fonecast
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Big announcements from Apple, Samsung, Microsoft and LG

Podcast transcription - 4th June 2014

Mark Bridge writes:

Every week we produce a half-hour podcast that covers all the biggest news headlines for the UK mobile phone industry.

Thanks to a special offer from Scribie.com, we can also offer a transcription of last week’s programme.

Author: The Fonecast
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Last week at The Fonecast: 9th June 2014

Apple prepares for the future

Mark Bridge writes:

Apple kicked off its 2014 Worldwide Developers Conference (WWDC) last week with an announcement about the forthcoming iOS 8 operating system for iPhone, iPad and iPod touch. There was some catching up, some innovation and a couple of new services designed to work with home automation and health/fitness devices. What’s Tim Cook’s plan? We’ll have to wait and see.

Author: The Fonecast
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Using Bitcoin on a mobile phone: it's much easier than I expected

Mark Bridge writes:

Bitcoin, as Wikipedia tells me, is a peer-to-peer payment system introduced as open-source software in 2009. It’s a ‘virtual currency’ that can be used for transferring money and for buying products or services, although only if your chosen retailer accepts Bitcoin.

Author: The Fonecast
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Recent Podcasts

Reviewing our 2015 mobile industry predictions... and looking forward to 2016

Podcast - 15th January 2016

Iain Graham, James Rosewell and Mark Bridge return to review their mobile industry predictions from last year. Which mergers, partnerships and developments did they forecast correctly... and which didn’t work out as planned?

Later in the programme, the team anticipates some of the topics that will be hitting the headlines during 2016.

Author: The Fonecast
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Podcast from Mobile World Congress 2015

Podcast - 6th March 2015

Mark Bridge learns about the mobile technology trends at Mobile World Congress 2015 by chatting to James Rosewell of 51Degrees, Dr Kevin Curran from the IEEE and Chris Millington of Doro.

They talk about wearable devices, wireless charging, mobile operating systems and much more... including some of their favourite products from the exhibition.

Author: The Fonecast
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Looking back at February: from security scares to multiple MVNOs

Podcast - 27th February 2015

We're taking a look back at the biggest mobile industry news stories from February 2015, including allegations that the UK's security service tried to breach SIM card security by hacking into one of the world's biggest SIM producers.

We also talk about the planned BT and EE merger, the creation of two new UK virtual networks, some acquisitions in the mobile payment arena and a new Ubuntu smartphone.

Author: The Fonecast
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Interview with Chris Millington of Doro about mobile retailing, wearables and technology for older consumers

Podcast - 24th February 2015

In today's programme Mark Bridge talks to Chris Millington, who's Managing Director for Doro UK and Ireland.

They discuss the state of mobile retailing in the UK, the future of wearable devices and - as you might expect - smartphones for seniors.

Author: The Fonecast
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A month of mobile: O2 counts on 3, Microsoft counts to 10 and Apple counts its profits

Podcast - 30th January 2015

We're back with a month of mobile industry news, including takeover talks and takeover rumours. O2 and Three are said to be discussing a merger... but is there any truth in the suggestions that BlackBerry could be up for grabs?

We also discuss Apple's record-breaking quarterly figures, the highlights of CES and the launch of Microsoft Windows 10, as well as saying farewell to the current version of Google Glass.

Author: The Fonecast
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