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大树底下好乘凉:苹果催生的商机

KRISTINE HANSEN 2011年09月07日

史蒂夫•乔布斯不只是创立苹果帝国的天才,他还激发了无数创业者走向成功。以下是其中的一些。

   

史蒂夫•乔布斯的启示

    谢谢你,史蒂夫•乔布斯。

    不少小企业主至少得对这位上周刚刚从苹果首席执行官(CEO)宝座上引退的联合创始人道声谢。

    乔布斯热衷冒险;大学中途退学;1985年曾经被迫离开苹果公司,直到1997年才重返苹果,把他当时看上去疯狂的iPod创意带给他的同伴,为尚在萌芽中的创业者们点燃了激情。

    如果不是依托iPhone、iPad、iPod和Mac,一些小企业可能根本没有机会与世人见面,而它们生产的产品涵盖了从服装到有声书籍出版。

    很多小型企业为了与位于加利福尼亚州库比帝诺的苹果公司同步,学会了快速推出产品,以适应苹果新产品的发布速度。“现代没有其他任何一家公司能够像苹果这样,始终紧跟科技发展的脚步,迅速推出最新产品,”《达蒙•布朗的iPad简易指南》(Damon Brown's Simple Guide to the iPad)和《iPod傻瓜口袋指南》(The Pocket Idiot's Guide to the iPod)(Alpha Books 2005年出版)的作者达蒙•布朗如是说。

    布朗说道:“苹果是游戏规则的制定者。小型企业必须比以往快得多的速度跟上。它们必须倾听,因为倾听的结果要么会摧毁一个新兴市场,要么将创造一个全新的新兴市场。”

Steve Jobs inspired

    Steve Jobs, thanks.

    That's at least what some small business owners have to say to the Apple co-founder who stepped down from his position as CEO last week.

    The risk-taker and college dropout, who resigned from Apple in 1985 only to return in 1997 and sell his colleagues on a then-crazy idea called the iPod, has put fire into the bellies of budding entrepreneurs.

    From an apparel company to an audio-book creator, some small businesses would not be around if not for their tight connections to the iPhone, iPad, iPod and Mac products.

    To sync up with Cupertino, Calif.-based Apple, small businesses have learned to roll out products quickly, to keep up with the rapid speed that new versions of Apple products are released. "No other company, in our modern age, has moved things, as far as technology goes, so quickly," said Damon Brown, author of "Damon Brown's Simple Guide to the iPad" and "The Pocket Idiot's Guide to the iPod" (Alpha Books, 2005),

    "It's a game changer. Small businesses have to move much faster than they used to. They have to listen. That could totally destroy, or totally create, a new market," said Brown.

    

苹果设备专用保护膜

公司名称:BodyGuardz

所在地:犹他州,布拉夫代尔

网站:bodyguardz.com

    BodyGuardz公司自2002年以来就为各种手持设备、智能手机、媒体播放器、平板电脑和笔记本设计保护膜,产品全部美国制造。2004年,该公司推出其首款苹果专用产品:一款iPod保护膜。

    “在我看来,是苹果生态系统推动了这个行业,”公司CEO Kirk Feller说,“现在我们是‘入时’的,有一批忠实的追随者,而且我们热爱苹果用户。我深信,苹果公司牢牢把持着这个行业,特别是手机业。”

    iPhone推出期间,BodyGuardz较上一季度的销售增长率平均为34%。

    18个月前,苹果增加了防刮屏幕,从而使用户减少了对保护膜的需要。作为回应,Feller推出了防炫光屏幕保护膜。每次苹果新产品发布之时,BodyGuardz的员工与其他所有人一样翘首以待(苹果历来对即将发布的详细信息守口如瓶)。一旦产品上市,保护膜就可以投入设计制造——但绝对没法抢在发布之前。

    “事实上,我们可以在24小时之内创造出产品。只要我们拿到那款设备,只需4个小时我们就可以制造出来,然后投入生产,”Feller说,“如果非得发往中国生产,那就得等上30天,我想你了解这种情况。”

Making a case or two

Company: BodyGuardz

Location: Bluffdale, Utah

Website: bodyguardz.com

    Since 2002 BodyGuardz has designed cases for handhelds, smart phones, media players, tablets and notebooks. All are made in the United States. In 2004, it rolled out its first Apple-specific product: an iPod case.

    "The Apple ecosystem, in my mind, drives this industry," said CEO Kirk Feller. "Now that we are 'in,' there's a loyal following and we love Apple users. I really believe that Apple has a tight hold on the industry, especially for cell phones."

    During iPhone launches, BodyGuardz has experienced an average of 34 percent growth in sales over the previous quarter.

    Eighteen months ago, when Apple added scratch-resistant screens, thereby lessening the need for a protective case, Feller responded by offering anti-glare screens. On the days new Apple products are released, BodyGuardz employees stand in line with everyone else. (Apple has historically kept a tight lid on details about upcoming releases.) Once the product is in hand, a case can be made -- but never before.

    "We can actually create our products in less than 24 hours. As soon as we have that device, it takes us four hours to make it and then we get into production," said Feller. "If you have to send it off to China and wait 30 days, well, you know how that works."

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