In this case, another common feature of value innovation is applied: the company offers what customers really need. Even though the new product is based on the already existing product (iPhone and Apple Pay), it is an expansion to a whole new market – finance and banking. This characteristic is common for value innovation strategic logic. What is also interesting is that company has not limited it to what it already has. Based on this, the new values promoted by the company make up the new source of value that might potentially attract customers. Privacy, simplicity, and transparency are the main values reflected in the new product (“Apple Card”), and it is what is commonly missing when it comes to credit cards offered by conventional banks. In this case, they address the most notable issues faced by the customers and ignore the rules of the market operation. In essence, just like back in the 1990s, Apple uses value innovation when introducing its new product. The most notable way in which it can be traced is that Apple did not create a new product. One of the recent products released is Apple Card.
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