¶ … Technology on Customers in Regard to the Following
The greatest change in technology has been in the delivery of information. This has impacted the developed and developing world alike. So the firms in U.S., for example, spend more on office-based functions of information handling which has been the major change and has dominated the patterns of development and brought about a change in the structure of work and growth. The modern business depends upon the way information is processed and made useful. (Allen; Morton, 1990) Based on that, companies have changed their strategies of manufacture and technology to suit the needs of customers.
The mobile bandwidth gave more impetus to the merger of the internet, music and the basic telephony and the 'mobile phone' has been converted to a workstation that has become multipurpose. Thus gadgets like PDAs, iPods, and camera phones, Blackberry and Wi-Fi have made the consumer technology's momentum and this has been cashed in foremost by Apple. The technology that was available was used by Apple to create an innovative product for the customer where the mobile phone became a multipurpose machine. This is the example of a prime impact of technology on the consumer preference. The additions to the mobile phone of various features like the computer, song player, internet and game consoles and blue tooth have marked a significant development in the growth of mobile phones. The creators of iPhone 4 claim that their three years of experience in designing and building the phones have put several features in a 9.3 millimeters thin container, making iPhone 4 the world's thinnest phone. Customers demand the latest technology and therefore unifying all available technology into one gadget is the best marketing move which Apple caught on first as far back in 2008. During that time, Apple had been successful with its music machine iPod and the strategy to enter and dominate the mobile market began at that time.
Steve Jobs and his colleagues at Apple unveiled the 'iPhone 2.0'. At that time it was considered to be a powerful handheld computer which runs UNIX and has a nice user interface and the ability to make voice calls. The iPhone was touted to be a 'platform' that would become a "computing and communication device." (Naughton, 2008) This was innovative considering that at that time mobile phones did not have any additional features except to be used as a phone and with text message services in some brands. This is an example of creating new technology from various needs and gadgets. The iPhone has come a long way from the original revelation and it is the gadget that brought new technology to customers, and also used existing technology that was found in many gadgets familiar to the customer and bundled it into a single machine.
How the company introduced the new product to customers
Not all technology ventures are successful. One important fact that makes the company lose is the lack of business experience. They rely more on the hype on the product rather than business principles and customer orientation. Apple is also guilty of this error. Apple with the success of its machines assumed that it can beat the mobile market with its gadgets and fanfare. Thus in the world of marketing, "pure marketing plays to pure technology." (Burke; Morrison, 2001) This was a policy well recognized by Apple because the changes in communication technology was noted with interest and in 2010, the commentators of Apple products let it be known that there may not be new product introductions in 2011, and the company was expected to limit itself to "incremental improvements and cost reductions." Apple also continued to state that the company will claim small additions to the existing products and leveling of prices as an "amazing breakthrough!" (Meyer, 2010) It was said that Apple will come out with Verizon iPhone to boost the Apple tablet/iPad and Apple will push its FaceTime, which are a video calling tool and also the iPod line. Apple was expected to find leverage with the Apple tablet that is superior to the Amazon Kindle book reader, and Apple will also go in to promote iCow and the competitors like Android phones will overtake the iPhone. (Meyer, 2010)
The predictions became false in 2011. In 2011, Apple rose to the position of the world's biggest phone vendor by capturing the total handset market with the revenue from iPhone reaching over $11.9 billion taking over the rival Nokia's phone revenues that fell to $9.4 billion....
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