Pilipo Novotny Ma ka hoʻolaha a me ke kūʻai aku ma ka laulā, ua hōʻike pinepine ʻia ʻo Apple ma ke ʻano he mea maikaʻi loa i ka ʻoihana, a pinepine ma mua. Eia nō naʻe, e like me ka mea i ʻike ʻia i kēia manawa, ua loaʻa ka hui pū ʻana o Apple me ka hui hoʻolaha hoʻolaha ʻo TBWAMedia Arts Lab i nā māwae koʻikoʻi i nā mahina i hala. ʻAʻole i ʻoluʻolu ʻo ke poʻo o ke kūʻai aku ʻana o Apple, ʻo Phil Schiller, i nā hopena o ke keʻena a ua huhū loa ...
Ua ʻike ʻia ka ʻoiaʻiʻo maikaʻi ʻole i ka hoʻopaʻapaʻa kānāwai ma waena o Apple a me Samsung, kahi i hōʻike ai ka hui ʻo South Korea i nā leka uila maoli a Schiller i hoʻololi ai me nā ʻelele o TBWAMedia Arts Lab.
ʻO ka pilina ma waena o Apple a me ka hui hoʻolaha, nāna i hoʻopuka i nā hoʻolaha hoʻolaha no ka mea hana Mac a me iPhone ma Kaleponi, ua ʻeha i ka hoʻomaka o ka makahiki i hala. ʻO ia ka manawa i hele mai ai Ka Wall Street Pai me kahi ʻatikala i poʻomanaʻo ʻia "Ua nalowale ʻo Apple i ka lilo o Samsung?" "Ua nalowale ʻo Apple i kāna ʻoluʻolu iā Samsung?"). Ua manaʻo ʻia kāna ʻike ʻaʻole i like ka hua o ka hui ʻana ma waena o nā ʻoihana i ʻōlelo ʻia e like me ka wā ma mua.
Ma ka palapala i hoʻopili ʻia ma lalo nei, ua hōʻike ʻia ʻo ka ʻoihana hoʻolaha ponoʻī, ka mea i hana pū me Apple no nā makahiki he nui a ʻike i kāna mau huahana a me nā hoʻolālā e like me nā mea ʻē aʻe, ua hahai i ka ʻōlelo kaulana a nā mea nūpepa e hele ana nā mea me Apple. Ua hoʻohālikelike ʻia ka makahiki 2013 e kona mau ʻelele i ka makahiki 1997, i ka manawa o ka hui Kaleponi ma kahi o ka panakalupa, ʻaʻole hiki ke ʻōlelo ʻia e pili ana i ka makahiki i hala. ʻO ia ke kumu i hoʻonāukiuki loa ai ʻo Phil Schiller.
Ian 25, 2013 Philip Schiller
Nui kā mākou hana e hoʻohuli i kēia i ko mākou pono….
http://online.wsj.com/article/SB10001424127887323854904578264090074879024.html
Ua nalowale ʻo Apple i kāna ʻoluʻolu iā Samsung?
na Ian Sherr a me Evan Ramstad
Eia kahi pane piha mai ka hui kūʻai aku ʻo TBWA. ʻO kāna luna hoʻokō, ʻo James Vincent, hoʻohālikelike i ka pilikia hoʻolaha iPhone i ka pilikia i loaʻa iā Apple i ka makahiki 1997. ʻO ka ʻaoʻao hoʻoponopono kekahi mea kaulana i ka hihia o nā leka uila a Vincent.
phil,
Ke ʻae nei au iā ʻoe. ko makou manao pela. maopopo loa ia makou ke kupono ka hoohewa ana i keia manawa. ʻO ka waikahe o nā kūlana like ʻole e hāʻawi i kahi kukui maikaʻi ʻole i ka apple.
i nā lā i hala iho nei ua hoʻomaka mākou e hana i kekahi mau manaʻo nui aʻe kahi e hiki ai i ka hoʻolaha ke kōkua i ka hoʻololi ʻana i nā mea no ka maikaʻi, ʻoiai inā mākou e hana i loko o ka hoʻolālā nui o ka hui.
makemake mākou e hāʻawi i kekahi mau hoʻololi koʻikoʻi i kā mākou hana i nā pule e hiki mai ana e pane i ka luʻi nui a mākou e kū nei.
pono mākou e kūkākūkā i 3 mau wahi nui..
1. kā mākou hui-ākea pane:
ʻIke ʻia aia nā nīnau e pili ana i ka ʻāpala ma nā pae like ʻole a ke hōʻike ʻia nei e like me ia. ʻo ka nui o lākou..
a) ka nohona o ke kaiāulu - pehea kākou e hana ai? (nā hoʻopiʻi, ka hana ʻana o Kina/US, waiwai nui, ʻāpana)
b) palapala alanui huahana - he aha kā mākou hana hou? …
c) hoʻolaha - hoʻololi i ke kamaʻilio? (ka ʻokoʻa o ka iPhone 5, ka hoʻokokoke ʻana i ka hoʻokūkū, ka emi ʻana o ka brand apple)
d) ke kūʻai aku - nā hana hou? (hoʻohana i nā mea hoʻohana, i loko o ka hale kūʻai, nā uku no nā mea kūʻai aku, ka hoʻolālā kūʻai kūʻai)
makemake mākou e hāpai i kahi hālāwai pilikia no kēia pule, e like me ka mea i hana ʻia ma ka hihia o ka puka antenna. e hana paha ia ma kahi o marcom (hālāwai mau ma ke kumuhana o ke kamaʻilio kūʻai), me tim, jony, katie, hiroki a me nā mea ʻē aʻe āu e manaʻo ai he pono ke hele ma laila.
Ua aʻo ʻo elena i kāna mau hui no kēia pule e noʻonoʻo i nā ʻano āpau e hoʻoweliweli i ka nani o ka brand apple ma mua o ka hālāwai aʻe. ʻoiai ma mua o ka hālāwai hiki iā mākou ke kūkākūkā i nā mea āpau i mea e hoʻomaka ai i kahi kūkākūkā ākea e pili ana i nā pilikia a me kā lākou hoʻonā.
2. he ala hou e hoʻokolohua ai me nā manaʻo nui
maopopo iā mākou ua like loa kēia kūlana me 1997 i ke ʻano o ka hoʻolaha ʻana e kōkua i ka apple ma waho o ia mea. maopopo iā mākou a hauʻoli mākou no kēia manawa nui.
Me he mea lā ke koi nei nā manawa i nā ala ākea a hoʻohui i ka hoʻokolohua me nā manaʻo. ʻOiaʻiʻo, ʻo ke ʻano hoʻokele o marcom i kekahi manawa he mea hiki ʻole iā mākou ke hoʻāʻo i nā manaʻo a mākou e manaʻo ai he pololei. Loaʻa iā mākou ʻelua mau manaʻo nui ma ka pae o ka hōʻailona holoʻokoʻa a mākou e makemake nui ai e hoʻāʻo, akā ʻaʻole hiki ke kamaʻilio e pili ana iā lākou ma marcom. he mea pono ke komo koke aku. He ʻano like ia me ke kumu hoʻohālike nike kahi e hana ai lākou i kekahi mau mea a laila koho wale i ka mea a lākou e hoʻokō hope ai. Manaʻo wau ʻo ia ka mea e pono ai i kēia manawa.
akā i ka manawa like ke ʻae nei mākou he mea pono no ka marcom e hoʻoikaika i ka hoʻokumu ʻana i kā mākou mau kūlana a me nā hoʻolālā, a mākou e hōʻike pololei ai i ka kalena huahana, i mea e hoʻomaopopo maikaʻi ai i nā ʻōkuhi holoʻokoʻa e kūkulu mālie ʻia.
3. hui maʻamau mini-marcom
Manaʻo mākou he mea pono e hoʻolauna i kahi hālāwai maʻamau ma waena o kā mākou hui a me ka hui o hiroki, i hiki iā mākou ke hoʻonohonoho i nā hoʻolaha a me nā kūkākūkā pū me nā mea hoʻohana, a laila e hana mākou i nā hoʻolaha e hana pono i nā pāpaʻi apple āpau. no laila, inā mākou i ʻae i hoʻokahi manaʻo no ka hoʻolaha, no ka laʻana "makemake ka poʻe i kā lākou iPhones", ʻo nā mea pāʻani apple a pau mai apple.com a kūʻai aku e lawe i nā ʻāpana like ʻole o ka hoʻolaha a kūkulu i nā hoʻopaʻapaʻa pākahi, e like me ka ʻōlelo ʻana a hiroki i ka mac vs. pc hoʻolaha a "loaʻa i kahi mac".
ʻOiai ke hāpai nei ʻo TBWA i nā loli nui i ka hoʻolālā kūʻai ʻana o Apple ma hope o ka makahiki breakout o 1997, ʻaʻole ʻae ʻo Phil Schiller i ka neʻe. ʻIke ʻo ia i kahi ʻoihana kūleʻa ʻaʻohe pilikia me nā huahana, akā me kā lākou hoʻolaha kūpono.
Ian 26, 2013 Philip Schiller
ʻO kāu pane e haʻalulu loa iaʻu.
I ka Marcom hope loa, ua pāʻani mākou i ka wikiō hoʻomaka o ka iPhone 5 a hoʻolohe i kahi hōʻike e pili ana i ke kūʻai aku ʻana o ka mea hoʻokūkū. Ua kūkākūkā mākou ʻo ka iPhone ma ke ʻano he huahana a me kāna kūleʻa kūʻai hope ʻoi aku ka maikaʻi ma mua o ka manaʻo o ka poʻe. Mea kūʻai maʻemaʻe.
ʻO kāu manaʻo e hoʻomaka mākou e holo iā Apple ma kahi ʻano ʻokoʻa he pane haʻalulu. Eia kekahi, ʻo ka manaʻo e hāʻawi mākou iā ʻoe i kahi ala hou aʻe e hoʻolilo i ke kālā ma nā manaʻo āu i hoʻāʻo ʻole ai e kiʻi iā Marcom akā he mea hoʻonāukiuki. Hālāwai mākou i kēlā me kēia pule e kūkākūkā i nā mea a mākou e pono ai, ʻaʻole mākou e kaupalena iā ʻoe ma nā ʻano a i ʻole ke ʻano o ke kūkākūkā ʻana, hele mākou i kāu wahi hana no nā hālāwai o nā lā a pau.
ʻAʻole kēia ʻo 1997. ʻAʻole like ke kūlana o kēia manawa. I ka makahiki 1997, ʻaʻohe huahana o Apple e hoʻolaha. Loaʻa iā mākou kahi hui ma ʻaneʻi e hana liʻiliʻi a hiki ke lilo i ka panakalupa i loko o 6 mau mahina. He Apple make a mehameha i makemake i kahi reboot e mau makahiki. ʻAʻole ia ʻo ka ʻoihana ʻenehana holomua loa o ka honua me nā huahana maikaʻi loa, e hana ana i ka mākeke atamai a me ka papa a alakaʻi i nā ʻike a me nā lako polokalamu. ʻAʻole ia he hui e makemake ai nā mea a pau e kope a hoʻokūkū me.
ʻAe, pūʻiwa wau. ʻAʻole like kēia me ke ala e hana ai i nā hoʻolaha iPhone a me iPad maikaʻi e haʻaheo ai nā mea āpau i loko a i waho o Apple. ʻO kēia ka mea i makemake ʻia mai iā mākou.
Ma kēia kamaʻilio ʻana, ʻike mākou iā Phil Schiller i kahi hana i ʻike ʻole ʻia; ʻike mākou i ke alakaʻi kūʻai o Apple wale nō mai nā hōʻikeʻike o nā huahana hou, kahi āna e hōʻike ai i nā kūleʻa o kāna hui i hala a me ka wā e hiki mai ana me ka ʻakaʻaka a hoʻomāʻewaʻewa i ka poʻe i manaʻoʻiʻo ʻole i ka hana hou a Apple. ʻO James Vincent pū kekahi i kāhāhā i kāna ʻano ʻoi loa:
phile & hui,
E ʻoluʻolu e ʻae mai i kaʻu kalahala. ʻAʻole kēia koʻu manaʻo. Ua heluhelu hou au i kāu leka uila a maopopo iaʻu ke kumu o kou manaʻo pēlā.
Ke hoʻāʻo nei au e pane i kāu nīnau ākea e pili ana iā marcom, ʻike wau i nā ala hou o ka hana e hiki ke kōkua, no laila ua hoʻolei au i kekahi mau manaʻo a nānā pū i nā ʻano āpau e pili ana i nā mea kūʻai aku i hiki iā mākou ke hana i kahi ala i hoʻonohonoho ʻia. , e like me ka hihia o mac vs pc. ʻAʻole wau i manaʻo he ʻōlelo hoʻohewa iā Apple ponoʻī.
ua maopopo loa ko makou kuleana ma keia mea. manaʻo mākou he 100% kuleana no kā mākou ʻāpana o ka hana, ka mea e hana nei i nā hoʻolaha nui no ka apple a me kāna mau huahana maikaʻi. ʻO ka pōkole iPhone 5 āu i hōʻike ai ma marcom i ka pule i hala aku nei he mea kōkua nui, a ke hana nei kā mākou hui i kēia hopena pule ma nā ʻano he nui i hoʻoulu ʻia e ka pōkole.
Ua ʻae au ua ʻoi aku koʻu pane ʻana a ʻaʻole kōkua iki i kekahi mea. E kala mai iaʻu.
Ma hope o kekahi o nā hālāwai "marcom", hoʻomaikaʻi ʻo Phil Schiller i ka kūleʻa kūʻai aku o ka iPad, akā loaʻa iā ia kahi ʻōlelo lokomaikaʻi no ka mea hoʻokūkū Samsung. Wahi a ia, ʻoi aku ka maikaʻi o nā huahana ʻoi aku ka maikaʻi o ka hui Korea, akā i kēia manawa ua mālama pono ʻo ia i ka hoʻolaha.
James,
i nehinei ua holomua maikaʻi mākou me iPad marketing. He ino no ka iPhone.
Hoʻopuka pinepine kāu hui me ka loiloi hohonu, nā pōkole hoʻoulu a me nā hana hoʻomohala maikaʻi e manaʻo ai mākou aia mākou ma ke ala pololei. ʻO ka mea pōʻino, ʻaʻole hiki iaʻu ke ʻōlelo ua like koʻu manaʻo e pili ana i ka iPhone.
Ke nānā nei au i ka hoʻolaha TV a Samsung ma mua o ka Superbowl i kēia lā. Maikaʻi ʻo ia a ʻaʻole hiki iaʻu ke kōkua - ʻike wale kēlā poʻe (e like me ka mea haʻuki ma kahi kūpono i ka manawa kūpono) ʻoiai mākou e hakakā nei me ke kālepa iPhone. He mea kaumaha kēia no ka mea ʻoi aku ka maikaʻi o nā huahana ma mua o lākou.
He ʻokoʻa paha kou manaʻo. E kāhea hou kāua inā kōkua kēlā. Hiki iā mākou ke hele aku iā ʻoe i kēia pule aʻe inā kōkua ia.
Pono mākou e hoʻololi nui i kekahi mea. A wikiwiki.
Phil
Maopopo iaʻu ka manaʻo o Phil. Pīhoihoi nō hoʻi au i ka mea a ke kanaka ma ka pāʻoihana e kamaʻilio nei. A i ʻole, pono wau e ʻōlelo ʻaʻole hana maikaʻi kēia mau leka uila mai ka ʻaha a me nā leaks mai Apple.