Apple: zmiana wisi w powietrzu
Minął rok od chwili, gdy Francois Daumard po dwunastoletniej karierze w Microsofcie rozpoczął pracę w Apple’u. Jego zadaniem jako iPhone & iPad channel development managera było zwiększenie sprzedaży tych urządzeń na rynku przedsiębiorstw – bez względu na ich wielkość. Po dwunastu miesiącach pracy specjalisty warto się przyjrzeć, jak jego działania wpłynęły na Apple’a i kanał sprzedaży producenta.

Moim zdaniem
postęp, do którego doprowadził Daumard w ciągu jednego roku jako manager iPada
i iPhone’a, jest imponujący. Przede wszystkim zmieniło się postrzeganie Apple’a
w kanale. Jeszcze nie tak dawno zdecydowana większość dostawców rozwiązań
uważała, że producentowi nie zależy na rozwijaniu biznesu poprzez współpracę z
nimi. Dzisiaj te same firmy mają odmienną opinię, bo z Apple’em ściśle
współdziałają.
Zysk, który
Apple wypracował wraz z HTG Peer Groups – składającą się z 260 członków grupą
dostawców rozwiązań z Harlan w stanie Iowa – jest dobrym przykładem postępu,
jakiego dokonał Daumard.
– Około 35 proc. członków HTG zdobyło nowy
certyfikat Apple Consultants Network – powiedział Arlin Sorenson,
założyciel i prezes HTG. Zdaniem Sorensona Francois Daumard jest człowiekiem
błyskotliwym, który dobrze zna kanał.
– Był wytrwały i konsekwentny w swoich
działaniach i mamy tego efekty – uważa prezes HTG. – Przed Daumardem producent nie angażował się w rynek MSP. Teraz szkolimy
się, Daumard dzieli się z nami wiedzą i doświadczeniem innych partnerów, uczy
nas, jak zarabiać na usługach, i skupia się na tym, aby nam pomóc w osiąganiu
wspólnych celów. Wie także, jak pracować efektywnie ze wspólnotami i spożytkować siłę wynikającą z działania w grupie.
Przez wiele,
wiele lat trudno było o tego rodzaju opinię o strategii kanałowej Apple’a. W
rzeczywistości jednak Apple jest jedną z nielicznych firm grających bardziej w
kanałowej ofensywie niż w defensywie. Podczas gdy wielu głównych dostawców
dzisiaj jest zainteresowanych raczej ograniczaniem kanału niż pozyskiwaniem
nowych partnerów, by agresywnie zdobywać rynek, Apple w komunikacie
marketingowym dla Apple Consultants Network mówi: „Become A Part Of Something
Big”.
Za „coś
wielkiego” uznano także wyniki sprzedaży iPada i iPhone’a. W ostatnim kwartale
Apple sprzedał 35,1 mln iPhone’ów i 11,8 mln iPadów. Dzięki trendowi
bring-your-own-device, który szturmem opanował świat biznesu, Apple skupia się
na działaniach mających uświadomić odbiorcom, że iPad i iPhone to
pełnowartościowe elementy rynku business-to-business.
Nie
przyłapie się Daumarda lub prezesa Apple’a Tima Cooka mówiących otwarcie o radykalnej
przemianie w podejściu Apple’a do kanału i partnerów. Ale ona zachodzi. I
partnerzy, we własnym interesie, powinni ją dostrzec.
Felieton ukazał się w
amerykańskiej edycji CRN
Podobne wywiady i felietony
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Czerwone jabłuszko
Apple aktywnie cenzuruje treści, które są niewygodne dla chińskiego rządu, w zamian za swobodę prowadzenia biznesu w Państwie Środka.
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30% niezgody
Ekonomia platform internetowych może zostać rozmontowana... przez same platformy internetowe. Model finansowy wymyślony przez Apple’a był objawieniem ostatnich kilkunastu lat w gospodarce i technologii, ale dziś branża technologiczna traktuje go jako niczym nieuzasadniony podatek od sprzedaży cyfrowej.
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Google przed sądem
Pozew przeciw Google’owi, złożony przez amerykański Departament Sprawiedliwości, otwiera najważniejszy proces antymonopolowy naszych czasów. Dotyczy nie tylko roli i znaczenia Google’a, ale i zasad funkcjonowania internetu, całej gospodarki cyfrowej, a przede wszystkim tego, jak każdy z nas będzie korzystać z sieci.