iWORKS - Photo Courtesy of Apple
In Part 1 of
this articles series we discussed the importance of thinking
strategically and studying the brand strategies of the most valued
brands in the world if you want to sustain your own market leadership as
a luxury real estate professional. Here we continue with Microsoft’s
biggest brand strategy challenge.
Microsoft, a late comer
in the race to dominate the world of mobile devices, has a potentially
strong competitive advantage over Apple in the tablet war: A deep
corporate client database of satisfied Windows customers who use
Microsoft Office, their productivity suite of software (Word, Excel,
PowerPoint, etc). Enterprises and governments, who represent a huge
untapped market for tablets, are increasingly finding new ways of using
tablets for light computing, rather than using PCs, on the job. Of
course, Samsung and other Android-based tablet manufacturers want in on
this market segment, too.
Along with Apple’s
recent launch of new iPads came a bombshell that may become Microsoft’s
worst nightmare. On all new iPads, Apple is giving away iWorks (Apple’s
own productivity suite: Pages, Numbers and Keynote) for FREE! Plus, they
have developed a version of iWorks that works in iCloud, which is
accessible by Macs, all PCs, and ANY mobile devise with a browser,
including all Android and Windows mobile devices. And, that is FREE,
TOO! We highly recommend iWorks for luxury real estate marketing
professionals.
Microsoft charges up to
$15 per user per month for their cloud-based Office 365! But, iWorks is
fully compatible with Word, Excel and PowerPoint. For example, you can
import a Word document into Pages, collaborate on the document with
colleagues from all over the world via iCloud.com, then download it in either Pages or Word or PDF format to any computer.
The one-two punch of
FREE (and stunningly simple to use) iWorks creates a buffer zone for
would-be tablet competitors like Microsoft, Samsung and (Google’s)
Motorola. It also provides a switching barrier for customers who have
all of their documents, spreadsheets and presentations stored in Apple’s
locker, i.e., in iCloud.
If tablets are going to
replace PCs as the primary computing device Apple has a clear shot at
sustaining and expanding their dominance in the post PC era.
Amazon’s Kindle, which
is primarily a consumer tablet, may still have its niche. But, it has no
chance of catching the iPad. And, as we will cover in Part 3 of this
article series, Android’s greatest weakness in tablets is Apple’s
greatest strength.
We will also discuss how you can apply the same
strategic thinking of the world's most highly valued brands to your own
luxury real estate marketing practice to gain or sustain market
leadership.
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