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Article

Title: The iPhone in the Gray Flannel Suit

Author: Burrows, Peter Article Type: Company
Source: Business Week, p30(2) Publication Date: Mar 17, 2008
  ISSN: 0007-7135
URL of Publication: http://www.businessweek.com

Apple Inc. is positioning its iPhone to directly compete against Research In Motion's BlackBerry devices as it tries to establish itself in the corporate world. Previous attempts to break into the corporate market have not gone well, but no one is counting Steve Jobs out. BlackBerry devices currently dominate the market, and one of the main hurdles ahead for Apple is building credibility with a community that historically has largely been ignored. Besides needing to win over chief information officers, Apple will need to develop an infrastructure that caters to companies rather than consumers, which have vastly different needs in terms of profit margins, sales approaches, and cost structures. Apple will need to restructure its business model and be more open with its partners, as well as implement new policies like being able to immediately disable a lost iPhone or provide 24 hour support. Ultimately, Apple will need to turn its iPhone into something above and beyond the BlackBerry, and everyone is very eager to see what Jobs has up his sleeve. One possibility is adding Apple's iChat videoconferencing software to iPhone's capabilities.

Companies:
Apple Inc Research In Motion Ltd (RIM)

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