The iPhone launch â€“ a great PR campaign based on competitive intelligence
When the iPhone was launched I wrote that itâ€™s just a nice pocket pc. The product will be available much later this year and I wondered why the rush with the great launch.
Well, probably because until the product will be on the market, many mobile phone producers will have similar gadgets in the stores. There are rumors indicating that APPLE had briefings regarding the LG PRADA launch in February (the first real new generation mobile phone). The product is similar to the already well-known iPhone and will be in the stores in a few days. Based on the huge wave of sympathy, Apple announced a revolutionary phone but in fact they just shown an unfinished prototype (not authorized by the FCC, with both battery and software problems) but they received all the credits and all the media coverage. Meanwhile, there are companies loosing money because they already have a functional product and because iPhone announced the $599 – for the 8 gig and $499 – for the 4 gig. The initial plans for the new LG PRADA were to set a superior price as their product is setting new trends but the iPhone launch managed to change the marketing plan in the last month.
The LG PRADA cellular is also a touchscreen handset and is able to combine internet access with the mp3 music â€“ the gadget is smaller than the Apple iPhone, measuring 98,8 Ã— 54 Ã— 12mm (iPhone measures 115 x 61 x 11.6mm). PRADA LG also has a 3 inch display with a 200×400 resolution while iPhone has a 3.5 inch display and resolution of 320×480. PRADA supports tri-band EDGE (900/1800/1900) and has a 2MP camera flash LED, a microSD slot, a 800mAh battery, 2.0 Bluetooth and also support USB.
The interface is based on Macromedia Flash and the software also includes a music player (MP3, ACC, ACC+, WMA, RA), and a video player (MPEG4, H.263, H.264). The phone also has the tools for displaying ppt, doc, xls, pdf, or txt files.
The new LG PRADA will be available in Europe to the end of February with prices beginning from 600 euro (approximately).
Now, if you develop a revolutionary product that will be ready next year and if you have information that the competition will launch the same thing next month, my advice is to go out there today and announce the big event â€“ of course you donâ€™t have yet agreements with the dealers, the FCC approval, the registered mark, but you can call it iCocaCola and can announce the â€œright priceâ€ so that the guys who lunch next month to encounter severe loses. Your stocks will also climb high in the sky while the rival will fall.
In 2002 Steve Jobs was considering the possibility of a mobile handset as an attempt to break into the technology markets. Because the mobile phones with built-in music features had begun to threaten the iPod’s dominance, Steve Jobs saw in phones a new business opportunity. VERY IMPORTANT TO NOTICE IS THAT Apple launched in 2005 an unsuccessful attempt to make iPod-compatible phones with Motorola.
Considering the facts above and if we exclude the great PR campaign, who is really bringing on the market a revolutionary phone: LG or Apple?
On thing is for sure: Apple will be remembered as the company who introduced this type of revolutionary product on the market and Apple shares jumped more than 6% on the day of the iPhone launch, while the stock of rival smart-phone makers plunged.
I called this post the iPhone hoax because:
– The product doesnâ€™t have the FCC approval and Apple can’t force this authority to grant the approval until June;
– The product is not yet finished;
– The â€œiPhoneâ€ trademark is already registered by Cisco;
– Similar products are available on the market;
– specialists claim that the stock market was manipulated;
– Steve Jobs was not sincere in his promises;
– Other reasons that cannot be published 😉
You can read also Eduard’s iEverything post suggesting the same stuff 🙂