SEO Case Study: How I Increased SEO Traffic & Ranking by 50-60% in 6 Months
How iPad was developed?
1. “Creativity is just connecting things.”
Steve Jobs
Ivi Eerik
Piret Puss
Roland Siirak
Apple INC
2. Apple Inc.
• Fortune magazine worlds most admired company
2008-2010
• No 1 in AMR Research Supply Chain Top 25
2008-2010
• Global Top 20 Media Value Ranking winner 2010
US$ 941,457 "Buzz" value
• Best Global Brands 2010 Top Riser
+37% to 21,143 ($m)
The most valuable technology company in the world!
3. Apple Inc.
• Founded April 1, 1976
• Designs and creates consumer electronics & software
• 49 900 employees
• 301 retail stores, Apple.com, iTunes, AppStore
• Revenue $26.7 billion in 1Q11 - ↑71% over the 1Q10
• Cash balance ≈ $60 billion
What are they doing differently?
4. iPad
• Tablet computer - platform for audio-visual media
• Launched in April 2010, new iPad 2 in March 2011
• Size and weight between smartphones and laptops
• The fastest-selling technology product in history!
(≈ 500 000 iPad 2-s sold during opening weekend)
• Fantastic piece of equipment
• Cool and innovative
• Digital revolution
5. How iPad was developed
• Market niche between notebooks, e-books & smartphones
• Same operation system as iPod Touch and iPhone – iOS
• Runs programs approved by Apple via online store
• Functional objective – simple & elegant stage for Apps
(AppStore offers 65,000 iPad specific & 400,000 in total)
• Shift from computers to consumer electronics ecosystem
↓
Digital lifestyle revolution
6. The iPad is not just a product –
it’s an ecosystem
&
Apple is a creator of
business
ecosystems.
7. How did it come to life?
Before - features & price are important → market saturated
↘ Apple was good, but expensive ↗ ↙
R&D ↓ Now - user experience matters
• Portable computing ↙ ↓
• Industrial design Business matures
• Simple ↓
• Retail distribution Need to differentiate
↓ ↓
Ecosystem ↚ Apple - lovemark ↚ Customers taste
↓
Meteoric growth
8. iPad BUSINESS MODEL
KEY KEY VALUE PRO- CUSTOMER CUSTOMER
PARTNERS ACTIVITIES POSITIONS RELATIONSHIP SEGMENTS
-retailers -software engineering -digital lifestyle revolution -lovemark -mass market
- hardware , software vendors -hardware manufacturing -Simple user interface -trust, loyality -trendy lifestyle
(OEM)-s - retail -high quality products -personal approach -higher income customers
-media partners (via iTunes) -hardware design -valuing the customers - worries -free life - fans of technology,
- lifestyle partners (AT&T,etc) -marketing -Innovative graphic, design innovation
-distributors (retail, online -entertainment -open minded customers
stores) - web browsing
- eBook
KEY RE- - Face Time CHANNELS
SOURCES
-Apple brand -Apple Stores
- hardware -Apple.com
-software -retailers
- people
COST STRUCTURE REVENUE STREAMS
-software (App Store)
-products
-materials and manufacturing (50% of retail cost) -accessories
- R&D, cost of sales (royalties, marketing) – 25% -iTunes Content
Apple margin estimate -25% -AppleTV
9. What is the magic behind
Apple`s success?
Apple brand
Steve Jobs
Turning innovation into icons
Creating a new market
Being ahead of time & competition
Combining internal and external ideas
Search for new technologies
Partnerships
Best industrial design
Simplicity of user interface
Channels (Apple Stores, App Store, iTunes)
ECOSYSTEM
10. Learning points
• Cool brand makes a difference
• Customers are buying your value proposition
So create & re-create your offer!
• The fast and the furious succeed
Your alliances need to perform
• You need not to be the first in the market, but the best
• Surprise your customer with simplicity and high quality
• Open innovation brings results
• Mergers & Acquisitions speed up the process
• Ecosystem is the KEY
ce- meteoric rise ) the whole package. That is the outcome Apple is trying to achieve with the iPad. design, retail and R&DThe market evolved to the point where what Apple had what the buyers neededmarket for PC's matured – differentiate - find value because it meets their tastes they are willing to pay for it