5 Ways to Gain Market Share

By Robert on June 5, 2007 12:26 AM | | Comments (0)
Mac vs. Windows

What does Apple need to do to keep their hardware/software ahead of Dell and Microsoft Windows Vista and gain market share? The most important thing is communicate what the Mac is and what it does.

Homework

The theory -- not many PC users know what a Mac can do. Testing needed:

  1. Walk around your local mall.
  2. Randomly stop people and ask them if they think the Mac has a mail client like Outlook or if it can be used to surf the internet with a program like Internet Explorer?
  3. Please report back here.

The most likely answers will be one or more of the following:

  1. I don't know. Go ask someone at the Apple store.
  2. What is a Mac?
  3. It should if it doesn't.
  4. My friend is a graphic artist, I could call them and get the answer for you.
  5. Help! Security!
  6. Depending on where you live -- Insert profanity here.
Now on with the list -- 5 Suggestions for Apple
  1. Remain focused on making 3rd party development easier and faster. Create a truly "Universal" development system that compiles Mac and Windows executables.

  2. Communicate the cost of Mac hardware and software in television advertising. A common misconception about the Mac is that it is best employed in a graphic arts studio. The average PC user does not consider the Mac a viable option because they are not looking to get in touch with their creative side, and they definitely do not want to pay a premium for it. Here is the logic most people run through when a Mac is suggested for a home machine:

      if (User == Artist) || (Use == GraphicArts) || (Setting == AdAgency) {
        System = "Mac";
        Cost = "Expensive";
      } else if (User == JoeUser) || (Use == General) || (Setting == Home) {
        System = "Windows";
        Cost = "Inexpensive";
        throw new Exception("Logic Error");
      }

    The Mac might not be as inexpensive as the $500 Linux PC, but in many cases it costs less than a Dell running Windows. Also, compare the price of the Windows Vista family pack with that of Tiger!

  3. Many Windows users do not believe that the Mac includes full-featured applications that perform the most common functions. Create informative television advertising that demonstrates the most common applications running on a Mac such as web browsing, email, chatting, photos, music, calendar, and Microsoft Office applications. It would not hurt to show off new Leopard features such as Time Machine and mail enhancements. Also, while everyone gets a kick out of the Mac and PC guy they would not be the best choice for this type of commercial. You have 30 seconds -- show the applications running, don't just talk about them!
  4. This is an easy one... Continue to innovate and deliver valuable features that enhance the user experience.
  5. Find a creative way to convert Apple TV, iPod, and iPhone shoppers into Mac customers. Tell them about the Mac when they stop in to the Apple store to purchase a non-Mac product. Send them home with a DVD that demonstrates the day-to-day stuff (and cool things) that can be done with a Mac.

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