1 / 18

Apple Case Study Aspects of Experience Co-Creation

Apple Case Study Aspects of Experience Co-Creation. June 13, 2007. The enclosed material is proprietary to the ECC Partnership and is for the internal use of the addressee only.

uzuri
Download Presentation

Apple Case Study Aspects of Experience Co-Creation

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Apple Case StudyAspects of Experience Co-Creation June 13, 2007 The enclosed material is proprietary to the ECC Partnership and is for the internal use of the addressee only. Francis J. Gouillart  The Experience Co-Creation Partnership 100 Main Street, Suite 130Concord, MA 01742 Mobile: +1 781 888 0186 vramaswamy@eccpartnership.com fgouillart@eccpartnership.com

  2. Contents • What is experience co-creation? • Experience co-creation at the strategic level vramaswamy@eccpartnership.com fgouillart@eccpartnership.com

  3. Historically, Business Has Been about Designing, Making and Selling Competitive Products and Services … Company The Firm Passive Customers Marketing Channels Suppliers … and Most Functions and Processes Have Largely Been Focused on Creating an “Inside-Out” Efficiency for the Firm SCM Passive Customers ERP CRM vramaswamy@eccpartnership.com fgouillart@eccpartnership.com

  4. Today, Individuals (Customers) are Highly Connected and Informed, and are No Longer Passive Recipients Company Customer vramaswamy@eccpartnership.com fgouillart@eccpartnership.com

  5. What Customers Want is a Unique EXPERIENCE in Interacting with the Company … EXPERIENCE Back room Points of customer interaction Customer Company … and the best experience is “co-created” between the company and the customer vramaswamy@eccpartnership.com fgouillart@eccpartnership.com

  6. The Co-Creation Platforms Produce a Dual Set of Benefits for Both Parties EXPERIENCE Increased knowledge for company Differentiated experience to customer Lower cost and risk for company Lower cost and risk for customer Customer Company Experience Co-Creation Platforms vramaswamy@eccpartnership.com fgouillart@eccpartnership.com

  7. In Addition, Customer Communities are Becoming Involved on the Customers and on the Network Side Customer Communities Network Resources The Apple music offering is an example of a co-created experience and of the use of a customer community. vramaswamy@eccpartnership.com fgouillart@eccpartnership.com

  8. Contents • What is experience co-creation? • Experience co-creation at the strategic level vramaswamy@eccpartnership.com fgouillart@eccpartnership.com

  9. With the iPod, Apple Generated A New Environment to Experience the Music (“Music Access and Listening” Experience Environment) vramaswamy@eccpartnership.com fgouillart@eccpartnership.com Source: Venkat Ramaswamy, Francis Gouillart

  10. Through iTunes, Apple Has Opened Up the “Music Management and Downloading” Experience Environment vramaswamy@eccpartnership.com fgouillart@eccpartnership.com Source: Venkat Ramaswamy, Francis Gouillart

  11. Through the iMusic Store, Apple Has Opened Up the Music Browsing Environment vramaswamy@eccpartnership.com fgouillart@eccpartnership.com

  12. Through iMix and the Sharing Playlists, Apple Allows Music Fans to Interact With a Community vramaswamy@eccpartnership.com fgouillart@eccpartnership.com

  13. Apple Has Added Many Environments to the Original Ones: iPod Photo, iPod Video, iPod Your Car, iTunes Phone vramaswamy@eccpartnership.com fgouillart@eccpartnership.com

  14. Apple’s Retail Stores Stand Out And Have Been Highly Successful • 160+ retail stores • Revenue per square foot: $2,489 • Compared with $971 per square foot at Best Buy. Source: Apple web site , and Company 10Q Report Dec. 2005 vramaswamy@eccpartnership.com fgouillart@eccpartnership.com

  15. The In-Store Testing Environment Enables Hands-On Learning and Product Trial vramaswamy@eccpartnership.com fgouillart@eccpartnership.com

  16. Learning How to Do New Things With Apple Products vramaswamy@eccpartnership.com fgouillart@eccpartnership.com

  17. Apple’s In-Store “Genius Bar” Provides Interactive Teaching, Advice, and Hands-On Technical Support for Customers Number one question: “How do I get music inside my iPod?” vramaswamy@eccpartnership.com fgouillart@eccpartnership.com

  18. Over a Short Period of Time, Apple Has Redefined Many “Experience Environments” Which Are Smoothly Linked Together 3. iTunes “music browsing” experience 2. iTunes “music management and download” experience 4. iMix sharing playlists experience 1. iPod “music access and listening” experience 5. Apple in-store experience 8. Apple phone experience 6. iPod photo management experience 7. Apple video experience vramaswamy@eccpartnership.com fgouillart@eccpartnership.com Source: Venkat Ramaswamy, Francis Gouillart

More Related