Academia Sees Case Studies in iPhone Marketing

Academics see case studies in the marketing of Apple, Inc.'s new iPhone 3G, with the lower price a main predictor of success. Features like GPS, Microsoft Exchange support, third-party applications, worldwide connectivity and multitasking in the iPhone 3G are being noted. Observers say Apple is making the right moves to gain market share.

Apple is making headlines with the new iPhone 3G, and the academic world is seeing some opportunities for business case studies.

The iPhone 3G has built-in GPS for expanded location-based mobile services, and iPhone 2.0 software with support for Microsoft Exchange ActiveSync. It can run hundreds of third-party applications built with the recently released iPhone software developers kit.

Fareena Sultan, a digital-marketing professor at Northeastern University's business school, said with features such as 3G, enterprise support, third-party applications and availability in more countries, the iPhone can better appease the enterprise customer.

"This could enable Apple to challenge the Blackberry market more aggressively," Sultan said. "Also, more third-party applications could help soften the impact of the Android initiative from Google and the Open Handset Alliance."

Gloria Barczak, chairperson of the marketing department at Northeastern, said Apple's additions of 3G technology and GPS are the right moves to gain market share in the enterprise market.

She said download speed was a notable deficiency in the original iPhone and slowed enterprise adoption of the product. But the lower pricing may do the most for consumer adoption, she added.

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JustLuxe, RedButler partner for luxury targeting

FROM BIZ REPORT

The luxury consumer is becoming harder to target. Not because these consumers aren't online or reading magazines but because with a recessionist economy in the US, even luxury consumers are cutting back. These coveted consumers are still around, however, the key is targeting them.

A new partnership between JustLuxe.com, a luxury content provider, and RedButler.com, a global concierge company, is said to target the luxury consumer where they live online: content. RedButler.com will connect its members with the content and ads in the JustLuxe.com online publication.

RedButler will publish the "Luxury Lounge", thereby connecting users with suppliers of luxury goods and services in the JustLuxe network. JustLuxe's network publishes thousands of articles and helpful hints to readers searching for information on things from cars to yachts.

“This is a valuable step in expanding our brand by establishing strategic content partnerships with Red Butler and other leading companies in various segments of the luxury market," said Gilbert Gautereaux, President of LuxeMont, JustLuxe.com’s parent company.

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