As Chief Strategy Officer, Moen shares his perspective on how Apple has succeeded in putting their devices into context for the customers.
Last week, Apple launched its headline-generating iPad in Norway. Telenor Norway’s business and consumer customers are now snatching up Apple’s 9.7-inch tablet, making iPad the current market leader amongst tablets sold in Norway. While the iPad isn’t the first touch-screen computer to enter the scene, they were the first to achieve success because they were able to put the tablet into context.
Putting the device into context
Apple is no stranger to context. They put the iPhone into context for customers by excelling in quality hardware, user experience and usability. On top of that they provided the application universe, which makes the device so much more interesting, providing the user with unlimited access to entertainment, business solutions and more with a single touch. Now, they are doing the same with iPad, providing the same great iPhone experience on a bigger screen.
Finding services that enhance my life
One of my favorite apps on the iPad is WiMP (Wireless Music Player). Streamed music is becoming a massive service, and ease of use in terms of accessing content has reached a whole new level. These are the types of services that Telenor will continue to enhance, building up the user experience not only on WiMP but on other services and applications as well. These types of services represent an additional revenue stream, solve relevant customer issues and allow Telenor to relate to the customer in an entirely new way.
So far iPad interest stems primarily from the young, urban demographic. However, interest from other segments is bigger than we anticipated. When I show gadgets like the iPad or iPhone to my parents, and introduce them to a service such as WiMP, they get excited too. Now they can listen to as much Beach Boys as they want for 100 NOK a month. It’s about putting it into context for them, making them understand how this device, with its multitude of offerings, can help make life better for them.
Take the customer on a journey
Taking the customer on this journey and helping them understand which services work for them is important. This is one of the reasons why Telenor Norway is rolling out Telenor stores in Norway. You can easily go to a Telekiosk if you just want to buy a phone, but in order to put things into a broader context for the customer we need to take our Telenor store customers on a journey, showing them not only hardware but the services we offer as well.
iPad is just the beginning
In my opinion, the iPad is just the beginning. Application universes will expand, sizes of the gadgets will vary and our network will only get better. Apple has successfully opened up the tablet market, and we now see that different hardware vendors are moving into this segment and complementing what Apple is doing. I think we’re going to see a number of new devices entering the market that will keep us entertained, increase our efficiency and simply make us happier.