It looks as though Apple still have quite a bit of work to do in marketing the iPhone to early tech adopters in the UK. We’re used to getting our fancy phones for free with new contracts here, and the mobile phone companies know this. They keep us hooked into their network and poach users from other networks by securing the most alluring temptresses to work for them (I’m talking phones here, not ladies in call centres) and offer them up to us for free in return for promising to use them as our only dealer for 18 months. Dammit, I’ve mixed my metaphors. I’ve been watching too many 70’s blaxploitation movies.
Brand Republic reports that when a YouGov survey asked people if they’d be buying the iPhone and told them a bit about it “25% of respondents expressed a high likelihood of purchasing the product. However, this dropped to only 1% when they were informed that the handset costs £269 and the minimum monthly contract is £35.”
See? We want shiny things for free (or at least heavily subsidised). That’s also a pretty hefty monthly contract minimum for most people. The iPhone is still aimed at those happy to pay more for excellence, which is fine, but comparing the iPhone’s functions with those on most people’s existing phones still shows some holes for the iPhone.
“Awareness of Apple and the iPhone is highest among young adults, early technology adopters, men and Sony Ericsson handset owners.” Hey, that’s me! Except maybe the “young adult” bit.
“Marek Vaygelt, head of technology and telecoms consulting at YouGov, said: “The challenge for Apple, O2 and Carphone Warehouse is to convince customers to make a significantly higher outlay for the iPhone than they have been used to historically.”
Two weeks to release, baby! (Honest, I’m not going to buy one. I love my new Sony Ericsson.)
Brand Republic article link.
