Filip Novotny Mukushambadzira uye kushambadzira zvakazara, Apple inowanzo enzanisirwa seimwe yeakanakisa mubhizinesi, uye kazhinji kupfuura. Nekudaro, sezvazviri kuoneka, kudyidzana kweApple ikozvino-kwengano nesangano rekushambadzira TBWAMedia Arts Lab yakakuvara zvakanyanya mumwedzi ichangopfuura. Mukuru wekushambadzira weApple, Phil Schiller, haana kugutsikana zvachose nemhedzisiro yesangano uye akashatirwa…
Chinhu chisingafadzi chakabuda pachena mukukakavadzana kuri kuitika pakati peApple neSamsung, umo kambani yekuSouth Korea yakaburitsa mae-mail echokwadi ayo Schiller akachinjana nevamiriri veTBWAMedia Arts Lab.
Hukama pakati peApple nesangano rekushambadzira, iro rakagadzira akati wandei madhizaini eCalifornia-based Mac uye iPhone mugadziri, akaora pakutanga kwegore rapfuura. Ndipo paakauya The Wall Street Journal ine chinyorwa chine musoro unoti "Apple yakarasa kutonhorera nemutengo weSamsung?" (mune yekutanga "Apple Yakarasa Kutonhorera Kwayo kune Samsung?") Zvirimo zvairatidza kuti kushandirapamwe pakati pemakambani ataurwa kungasave nezvibereko sepakutanga.
Mutsamba yakanamirwa pazasi, zvakabva zvaratidzwa kuti kunyangwe iyo yekushambadza iyo pachayo, iyo yakashanda neApple kwemakore mazhinji uye yaiziva zvigadzirwa zvayo nemaitiro sevamwe vashoma, yakatevera rhetoric yakakurumbira yevatapi venhau yekuti zvinhu zviri kudzika neApple. Gore ra2013 rakafananidzwa nevamiririri varo kusvika 1997, apo kambani yeCalifornia yakanga iri pedyo nekuparara, izvo zvisingagoni kutaurwa pamusoro pegore rapera. Ndicho chikonzero Phil Schiller akaita akatsamwa kwazvo.
Ndira 25, 2013 Philip Schiller
Tine zvakawanda zvekuita kushandura izvi kune mukana wedu….
http://online.wsj.com/article/SB10001424127887323854904578264090074879024.html
Apple Yakarasa Kutonhorera Kwayo kune Samsung?
naIan Sherr naEvan Ramstad
Heino mhinduro yakazara kubva kusangano rekushambadzira TBWA. Mukuru wayo, James Vincent, anofananidza dambudziko rekusimudzira iPhone kune dambudziko rakazviwana iro Apple muna 1997. Rutivi rwekugadzirisa runozivikanwawo munyaya yemaimeri aVincent.
Phil,
Ndinobvumirana newe. isuwo tinonzwa saizvozvo. tinonzwisisa zvizere kuti kutsoropodza kwakarongeka panguva ino. mafashamo emamiriro akasiyana-siyana anopa chiedza chisina kunaka paapuro.
mumazuva mashoma apfuura takatanga kushanda pane mamwe mazano makuru apo kushambadza kunogona kubatsira kushandura zvinhu kuti zvive nani, kunyanya kana tikashanda mukati mehurongwa hukuru hwekambani.
tinoda kupa mazano eshanduko dzakakosha dzakati wandei kubasa redu mumavhiki anotevera kuti tipindure kune dambudziko guru ratinosangana naro.
tinofanira kukurukura 3 nzvimbo huru..
1. mhinduro yedu yekambani:
zviripachena kuti mibvunzo yakanangana neapuro iripo pamatanho akasiyana uye inoratidzwa saizvozvo. vakuru vacho..
a) maitiro evanhu - tinofanira kuzvibata sei? (mhosva, China/US kugadzira, hupfumi hwakawandisa, chikamu)
b) chigadzirwa mugwagwa - chii chinotevera hunyanzvi hwedu? .. (zviratidziro zvakakura, kutarisa kutsva kwesoftware, mepu, kutenderera kwechigadzirwa)
c) kushambadzira - shandura hurukuro? (musiyano we iPhone 5, nzira yekukwikwidza, kuderera kweiyo apple brand)
d) nzira yekutengesa - maitiro matsva? (kushandiswa kwevashandi, muchitoro, mibairo yevatengesi, zano rekutengesa)
tinoda kufungidzira kudaidza musangano wenhamo wesvondo rino, wakafanana nezvakaitika panyaya yegedhi reantenna. pamwe yaizoshanda pane marcom (musangano wenguva dzose pamusoro penyaya yekukurukurirana kwekutengesa), pamwe chete natim, jony, katie, hiroki uye chero ani zvake waunofunga kuti anofanira kunge aripo.
Elena akaraira zvikwata zvake zvesvondo rino kuti zvifunge nezvese zvinhu zvinokanganisa kukwezva kwemhando yeapuro pamberi pemusangano unotevera. kunyange musangano usati watanga tinokwanisa kukurukura zvimwe zvese kuitira kuti titange nhaurirano huru pamusoro pematambudziko nemhinduro dzawo.
2. nzira itsva yekuedza nemazano makuru
isu tinonzwisisa kuti mamiriro ezvinhu aya akafanana ne1997 nenzira yekuti kushambadzira kunofanira kubatsira apuro kubva mairi. tinozvinzwisisa uye tinofara nemukana uyu wakakura.
zvinoita sekunge nguva dzinodaidza nzira dzakavhurika uye dzinosanganisira dzekuyedza nemazano. nekutendeka, maitiro ekutonga aMarcom dzimwe nguva anoita kuti zvisaite kuti isu tiedze pfungwa dzatinofunga kuti dzakarurama. isu tine pfungwa mbiri dzakakura padanho remhando yese yatinoda kuyedza, asi hazvigoneke kungotaura nezvavo pamarcom. zvinongodiwa kuti upinde mazviri pakarepo. zvakangofanana neiyo nike modhi kwavanoita zvinhu zvishoma uye vobva vasarudza zvavanozopedzisira vaita. Ndinofunga kuti izvi ndizvo chaizvo zvinodiwa panguva ino.
asi panguva imwecheteyo, tinobvumirana kuti marcom inoda kusimbisa kuumbwa kwezvinzvimbo zvedu uye mazano, izvo zvataizoratidza zvakananga mukarenda yechigadzirwa, kuitira kuti tinzwisise zviri nani maitiro ose achavakwa zvishoma nezvishoma.
3. musangano wenguva dzose mini-marcom
isu tinofunga kuti zvakakosha kusuma musangano wenguva dzose pakati pechikwata chedu nechikwata chehiroki, kuitira kuti tigone kurongedza mishandirapamwe uye kunyanya nhaurirano nevashandisi, tobva tagadzira mishandirapamwe ichashanda nemazvo mumaapuro media ese. saka kana isu takabvumirana pane imwe pfungwa yemushandirapamwe, semuenzaniso "vanhu vanoda maPhones avo", ese maapuro media kubva kuapple.com kuenda kune retail anotora zvikamu zvakasiyana zvemushandirapamwe uye kuvaka nharo dzega, zvakafanana nematauriro akaita hiroki mac vs. pc mushandirapamwe uye "tora mac".
Ipo TBWA ichikurudzira shanduko huru kuhurongwa hwekushambadzira hweApple zvichitevera gore rekubuda ra1997, Phil Schiller haabvumirani nedanho iri. Anoona kambani yakabudirira zvikuru iyo isina dambudziko nezvigadzirwa, asi nekusimudzirwa kwavo kwakakodzera.
Ndira 26, 2013 Philip Schiller
Mhinduro yako inondirovesa nehana.
PaMarcom yekupedzisira, takatamba vhidhiyo yekuvhurwa kweiyo iPhone 5 uye takateerera kune mharidzo pamusoro pekushambadzira kwechigadzirwa chemukwikwidzi. Takakurukura kuti iyo iPhone sechigadzirwa uye kubudirira kwayo kwekutengesa kuri nani kupfuura vanhu vanofunga kuti ndizvo. Zvinhu zvekutengesa chete.
Zano rako rekuti titange kumhanyisa Apple nenzira yakasiyana zvakanyanya imhinduro inokatyamadza. Zvakare, zano rekuti tinokupa mukana wakawanda wekushandisa mari pamazano iwe ausati wamboedza kudzika kuna Marcom asi zvinokatyamadza. Tinosangana svondo rega rega kuti tikurukure chero chatinoda, hatikuganhuriri munzira ipi neipi mune zvemukati kana nzira yekukurukurirana, tinotoenda kubasa kwako kumisangano yemazuva ese.
Izvi hazvisi 1997. Mamiriro ezvinhu aripo iye zvino haana kufanana nazvo. Muna 1997, Apple yakanga isina zvigadzirwa zvekusimudzira. Taive necompany apa yaiita kushoma zvekuti yaigona kuzoshaya basa within 6 months. Yakanga iri kufa, yakasurukirwa Apple yaida kutangazve izvo zvaizotora makore akati wandei. Yakanga isiri iyo yakabudirira kwazvo tekinoroji kambani ine zvigadzirwa zvakanakisa, kugadzira iyo smartphone uye piritsi musika uye inotungamira zvemukati uye software kugovera. Yakanga isiri kambani iyo munhu wese anoda kutevedzera uye kukwikwidza nayo.
Hongu, ndashamiswa. Izvi hazvinyatso kunzwika senzira yekugadzira yakakura iPhone uye iPad ads iyo munhu wese mukati nekunze kweApple anodada nayo. Izvi ndizvo zviri kudiwa kubva kwatiri.
Muhurukuro iyi tinoona Phil Schiller mune zvisati zvamboitika; Isu tinoziva mukuru wekushambadzira weApple chete kubva pakuratidzwa kwezvigadzirwa zvitsva, kwaanopa kubudirira kwekambani yake zvekare uye kweramangwana nekunyemwerera uye kuseka avo vasingatendi muhunyanzvi hweApple. Kunyange James Vincent akashamiswa nekuita kwake kwakasimba:
phile & timu,
Ndapota gamuchirai ruregerero rwangu. ichi chaisava chinangwa changu. Ndakaverenga email yako zvakare uye ndinonzwisisa chikonzero nei uchinzwa saizvozvo.
Ini ndanga ndichiedza kupindura mubvunzo wako wakakura nezve marcom kana ndaigona kuona chero nzira nyowani dzekushanda dzinogona kubatsira, saka ndakakanda mazano mashoma uyezve ndakatarisa zvese zvinobata vatengi kuti tigone kugadzira nenzira yakarongeka, sezvazvaive munyaya ye mac vs pc. Ini zvechokwadi ndaisazvireva sekutsoropodza Apple pachayo.
tinoziva zvizere nezvemitoro yedu munyaya iyi. tinonzwa 100% mutoro wechikamu chedu chebasa, iro riri kugadzira ads makuru eapuro uye zvigadzirwa zvayo zvikuru. iyo iPhone 5 pfupiso yawakaratidza paMarcom svondo rapfuura yakabatsira zvakanyanya, uye zvikwata zvedu zviri kushanda svondo rino pane akati wandei akafuridzirwa nechidimbu.
Ndinobvuma kuti kuita kwangu kwakanga kuri pamusoro uye hakuna zvakunobatsira. Ndine hurombo.
Mushure meimwe yemisangano ye "marcom", Phil Schiller anorumbidza kubudirira kwekushambadzira kwePadad, asi zvakare ane izwi remutsa kune anokwikwidza Samsung. Maererano naye, kambani yeKorea ine zvigadzirwa zvakaipisisa, asi munguva pfupi yapfuura yakabata kushambadzira zvakakwana.
James,
nezuro takafambira mberi zvakanaka nePad marketing. Zvakaipa kune iPhone.
Chikwata chako chinowanzouya nekuongorora kwakadzama, mapfupi anomutsa uye basa rakakura rekugadzira iro rinotiita kuti tinzwe kuti tiri mugwara chairo. Nehurombo, ini handikwanise kutaura kuti ndinonzwa zvakafanana nezve iPhone.
Ini ndanga ndichiona Samsung's TV ad pamberi peSuperbowl nhasi. Akanaka chaizvo uye ini handikwanise kuzvibatsira - varume ivavo vanongoziva (zvakanyanya semumhanyi ari panzvimbo chaiyo panguva chaiyo) apa tiri kunetsekana nekushambadzira kwe iPhone. Izvi zvinosiririsa nekuti tine zvigadzirwa zviri nani kupfuura ivo.
Zvimwe unonzwa zvakasiyana. Tinofanira kufonerana zvakare kana zvichibatsira. Tinogona kuuyawo kwamuri svondo rinouya kana zvichibatsira.
Tinofanira kuchinja chimwe chinhu zvakanyanya. Uye nokukurumidza.
Phil
Ndinonzwisisa kuita kwaPhil. Ndakashamisikawo nezvaitaurwa nemukomana wekutengesa. Zvikasadaro, ndinofanira kutaura kuti uku kuburitswa kwemaemail kubva kudare uye kuburitswa kubva kuApple haaite basa rakanaka zvachose.