网络科技

    今日:13| 主题:244924
收藏本版
互联网、科技极客的综合动态。

[科技] 'Apple can’t afford failures': Steve Milunovich on the future of Appl

[复制链接]

立即注册CoLaBug.com会员,免费获得投稿人的专业资料,享用更多功能,玩转个人品牌!

您需要 登录 才可以下载或查看,没有帐号?立即注册

x

'Apple can’t afford failures': Steve Milunovich on the future of Appl -1 (interested,successful,Android,computing,companies)
  Steven Milunovich  UBS          Back in October, on Apple's earnings call, CEO Tim Cook gave a terse, unhappy answer to this question from UBS analyst Steven Milunovich: " Does Apple today have a grand strategy for what you want to do ?"
    Cook rarely describes what Apple will do in the future. And Milunovich didn't expect him to spill the beans. But the analyst was hoping Cook might give some clues as to how Apple thinks it will develop strategically. Apple dominates the tech world now, but that world is shifting away from devices to "ambient" software , and away from iOS to Android . Even the iPhone, the single most popular computing device on the planet,is in decline.
   Apple needs a plan. By the company's own design, it is not clear what that plan might be.
    Milunovich is interested in a theory about why some companies are more successful than others. The key to the theory is how companies identify the jobs consumers need products to do for them. Some companies are so focused on making things they don't truly understand why consumers actually buy their stuff. Those companies tend to fail. (Think about  Microsoft's historic misunderstanding of the fact that consumers do not need a keyboard on a smartphone  .) The companies that can identify the "jobs to be done" are the ones that succeed. The iPod solved the limitations of the Walkman before anyone else realised consumers were frustrated at how little music a Walkman could handle, for instance.
    Business Insider asked Milunovich if he would expand on this "jobs theory." In our conversation, he talks about where he thinks Apple is going,  Tim Cook's leadership, the threat of turning into Microsoft, and the danger of design chief Jony Ive leaving the company.

'Apple can’t afford failures': Steve Milunovich on the future of Appl -2 (interested,successful,Android,computing,companies)
  Jony Ive, svp/design at Apple, at the opening of the new Apple Store in San Francisco, May 21, 2016.  REUTERS/Stephen Lam         
             Jim Edwards, Business Insider:You wrote a note recently that really caught my attention . It was about this "Jobs Theory" idea. Could you briefly describe what that theory is, and how it relates to Apple?
    Steve Milunovich, UBS:So in the "Jobs Theory," which is being propagated currently by Clay Christensen at the Harvard Business School, but there are others that speak to similar principles, the innovators have to understand the job customers are trying to get done. It's an outside view as opposed to a company's inside view. A job is defined as "progress a person is trying to make in a particular circumstance." And the example that's often given is "people want quarter-inch holes, not quarter-inch drills." So it teaches a company to think not so much in terms of product specs, but about what the customer is trying to get done, and think about it in a very broad way. This can help reframe what business you're in. So if you work for Starbucks for example, yes there are people who just want to get a coffee on their way to work and so maybe you do have the drive-through. On the other hand, some people are going to Starbucks to eat, and have casual conversations with friends. Some people are going there to do work outside of the office. A lot of different jobs essentially that are being done.
    Jim:So Starbucks thinks it might be in the business of selling coffee, but as far as consumers are concerned, Starbucks might be more a meeting place?
    Steve: That's exactly right. I think Christensen’s disruptive innovation theory is useful, but, we think it's useful in explaining 20% of what goes on with technology. Lots is unexplained. And it's also more for incumbents. Although it's about innovation it was really written as a manual for what incumbents should do to defend themselves. Jobs Theory, I think is more offensive, and about how companies can innovate and grow.
    Next: "We don’t know if Apple has figured out what the next 'jobs to be done' are."↓↓↓
    View As: Slides
友荐云推荐




上一篇:Android App or iOS App: Which app to invest in first?
下一篇:Samsung Electronics surges to record high on payout growth hopes
酷辣虫提示酷辣虫禁止发表任何与中华人民共和国法律有抵触的内容!所有内容由用户发布,并不代表酷辣虫的观点,酷辣虫无法对用户发布内容真实性提供任何的保证,请自行验证并承担风险与后果。如您有版权、违规等问题,请通过"联系我们"或"违规举报"告知我们处理。

royzhong 发表于 5 天前
听说摇动显示器可加看着帅锅犯二鸟好友!
回复 支持 反对

使用道具 举报

luoyierssss 发表于 4 天前
大家有什么看法,赶快说说
回复 支持 反对

使用道具 举报

*滑动验证:
您需要登录后才可以回帖 登录 | 立即注册

本版积分规则

我要投稿

推荐阅读

扫码访问 @iTTTTT瑞翔 的微博
回页顶回复上一篇下一篇回列表手机版
手机版/CoLaBug.com ( 粤ICP备05003221号 | 文网文[2010]257号 )|网站地图 酷辣虫

© 2001-2016 Comsenz Inc. Design: Dean. DiscuzFans.

返回顶部 返回列表