Steve Jobs famously argued that he'd rather sell to consumers than businesses, because he'd rather sell directly to an end user than a third party. It would appear that Apple's prospects are improving, in part because enterprises are more lenient these days about allowing some employees to use their own tools. Consumer markets more sustainable
But lately Apple has been able to use a "Trojan Horse" strategy, selling products to lead business buyers who have acquired and prefer Apple products in their roles as consumers. Tablets and iPhones are the two best examples.
Monday, January 9, 2012
Apple's Enterprise "Trojan Horse" Strategy is Working
Gary Kim has been a communications industry analyst and journalist for more than 30 years, covering the business impact of technology. These days he especially studies changing business models and strategies.He speaks frequently at conferences and spends quite a lot of time organizing conferences and content as well.
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