The incredible "ecosystem" behind iPad's success

iPad成功的背後藏著一個不可思議的生態系統

原文網址: Link

摘要：ipad帶動了這一波平板電腦的熱潮，它的成功是硬體、軟體與應用程式的結合，構成一完整的「生態系統」。簡單來說，現在的科技產品要成功，已經不只是產品和服務的問題了，商店的虛實整合加上無窮的應用才是成功之道。

　　iPad被形容成是有史以來最成功的消費產品。自從開賣以來，短短九個月中Apple已經銷出了1500萬台iPad，這數量高過於所有其它廠牌平板電腦的總量，銷售金額更高達95億。在平板電腦市場中佔有率高達9成。

　　一邊觀看賈伯斯在iPad2發表會上的演說，我一邊在想這個不可思議的成功背後到底原因何在? Logica商業顧問團隊提出的概念給了我一些啟發。 Logica商業顧問團隊稱iPad的成功是基於一種完整的「生態系統」。就如同賈伯斯所說的「硬體、軟體和應用程式緊密相連在一起」。 

1. 神奇的產品，好還要更好：

　　iPad的成功首先當然歸功於它本身的設計。 Apple比照iphone模式，不斷的更新推出更新的版本，在ipad上市一年後馬上推出ipad2。不但速度是一代的兩倍快， 前後雙鏡頭，連厚度也是一代的三分之一，而且價格維持一樣。

2. The App Store：

　　除了產品之外，ipad背後的生態系統還包括了App Store。目前已經有35萬個應用程式，其中的 6萬5千種經過調整研發，設計為ipad專用。App Store的成功吸引了更多程式開發商，將成功推向更高峰。目前Apple支付給開發商的金額已高達20億美元。

　　但是相反地，如果買的是搭載Android作業系統的設備，像是Samsung Galaxy Tab，大約只有100種平板電腦專屬應用程式可供選擇。 

　　除此之外，iPad應用程式可不是只包括遊戲和好玩的程式而已。從Apple發佈的影片中我們可以看到醫院醫生們、學校老師和企業中如何應用ipad在職場上。這些應用都更加擴大了iPad的生態系統。 

3. Apple帳戶：

　　App Store的表現之所以可以不斷擴大，要歸功於2億個Apple帳戶的註冊會員，每個帳戶包括信用卡等詳細資料，讓會員們想購買時只需要輕輕「按一下」，讓人們更容易去購買應用程式。

4. Apple實體零售商店：

　　另外一個構成ipad生態系統的關鍵就是Apple的實體店面。這些商店讓Apple推出的新產品有很棒的展示空間。相較於其他平板電腦廠商，Apple的實體店面擁有非常獨特的設備，讓人們能當場實際操作以及購買ipad。

　　總而言之，透過iPad這個成功案例，我們可以知道如果想要不斷的成功，擁有好的產品或服務是不夠的。你必須想得夠廣泛，創造出屬於自己的生態系統，這樣才能讓你的企業與眾不同。

iPad has been described as the most successful consumer product launch in history. In the 9 months since launch Apple sold 15 million iPads, more than every other tablet PC ever sold added together, with $9.5billion in sales. It a c.90% share of tablet PCs.

Watching Steve Jobs keynote on the iPad 2 launch got me thinking about the reasons for this incredible success. Inspiration came from a concept used by the folks at Logica Business Consulting. The key to iPad's success is what Logica Business Consulting call a whole "ecosystem". As Jobs says, "The hardware, software and applications intertwine". 

1. Amazing product, getting even better:

The success of iPad starts of course with the design of the product itself. And Apple are repeating the relentless revitalisation they've used on the iPhone to upgrade the product one year after launch with iPad 2. This is twice as fast, has 2 cameras and manages to be 1/3 thinner than
iPad 1. And at the same price.

2. The App Store:

Beyond the product though the second part of the iPad ecosytem is the App store. There are now a total of 350,000 apps, with 65,000 of these specifically adapted to make the most of the iPad. The success of the app store attracts more developers, creating a spiral of success. Apple has paid out over $2billion to app developers so far.

In contrast, if you've bought an Android-powered device such as a Samsung Galaxy Tab you have a choice of.... 100 tablet-specific apps. 

And the iPad apps are not just games and fun stuff. The Apple video shows how iPad is being used by hospital doctors, school teachers and businesses. All this further extends the iPad ecosystem. 

3. Apple id accounts:

The performance of the App store is amplified by the fact that Apple has a total of 200 million people signed up with an Apple id, including credit card details and the ablity to buy with "one click". This makes it much easier for people to buy iPad apps.

4. Apple retail stores:

One more key piece of the iPad ecosystem are the Apple stores. These allowed Apple to create incredible theatre around the launch of the product. The stores are also a unique asset vs. other tablet makers to allow people to come in and try iPad and get advice.

In conclusion, the success of iPad is a great example of how success today inceasingly comes not just from having a good product or service. You need to think more broadly about the ecosystem you create around you to help you differentiate your business.