{"id":54392,"date":"2019-12-25T00:00:00","date_gmt":"2019-12-24T21:00:00","guid":{"rendered":"https:\/\/prohoster.info\/blog\/blog_prohoster\/strategiya-apple-privyazka-os-k-zhelezu-konkurentnoe-preimushhestvo-ili-nedostatok"},"modified":"2020-02-18T14:02:24","modified_gmt":"2020-02-18T11:02:24","slug":"strategiya-apple-privyazka-os-k-zhelezu-konkurentnoe-preimushhestvo-ili-nedostatok","status":"publish","type":"post","link":"https:\/\/prohoster.info\/ro\/blog\/news\/strategiya-apple-privyazka-os-k-zhelezu-konkurentnoe-preimushhestvo-ili-nedostatok","title":{"rendered":"Strategia Apple. Legarea sistemului de operare la \u201ehardware\u201d \u2014 avantaj competitiv sau dezavantaj?","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"

\u00cen 2013, Microsoft domina deja sectorul tehnologic de trei decenii, av\u00e2nd un succes incredibil cu sistemul s\u0103u de operare. Compania a \u00eenceput s\u0103-\u0219i piard\u0103 pozi\u021biile de lider, dar nu pentru c\u0103 modelul nu mai func\u021biona, ci pentru c\u0103 Android de la Google urma \u00eenv\u0103\u021b\u0103turile Windows, dar era complet gratuit. P\u0103rea c\u0103 acesta va deveni sistemul de operare de referin\u021b\u0103 pentru smartphone-uri.<\/p>\n

Acest lucru, evident, nu s-a \u00eent\u00e2mplat: Apple nu doar c\u0103 a creat \u0219i men\u021binut o baz\u0103 destul de mare de aplica\u021bii pentru a sus\u021bine ecosistemul iOS, dar continua s\u0103 genereze profit din aproape toat\u0103 industria smartphone-urilor. Din cauza raport\u0103rilor diferite, nu este posibil s\u0103 se determine cu exactitate cota, dar, conform majorit\u0103\u021bii exper\u021bilor, aceasta este de 70%-90% \u00een ultimele cinci ani.<\/p>\n

Dup\u0103 cum se \u0219tie, Apple este o companie cu o integrare strict\u0103 a produselor, cel pu\u021bin \u00een ceea ce prive\u0219te sistemul de operare \u0219i hardware-ul. S-a dovedit c\u0103 integrarea nu este un dezavantaj al sistemului de operare, ci un mare avantaj pe pia\u021b\u0103, prin care, av\u00e2nd monopol pe MacOS, se pot vinde ani de zile milioane de dispozitive cu tastaturi defectuoase sau alte probleme.<\/a><\/noindex><\/p>\n

Avantajele integr\u0103rii<\/h3>\n

\n\u00cen primul r\u00e2nd, integrarea asigur\u0103 o experien\u021b\u0103 utilizator excelent\u0103. \u00cen \u0219colile de business se \u00eenva\u021b\u0103 s\u0103 se evalueze doar costurile financiare, dar \u00een analiza integr\u0103rii verticale acest lucru nu poate fi f\u0103cut. Exist\u0103 \u0219i alte costuri, mai dificile de evaluat cuantitativ. Modularizarea implic\u0103 cheltuieli sub form\u0103 de degradare a experien\u021bei utilizatorului, pe care nu le putem preveni sau m\u0103sura. Oamenii de afaceri \u0219i anali\u0219tii pur \u0219i simplu le ignor\u0103, dar consumatorii nu. Unii utilizatori pre\u021buiesc calitatea, aspectul, aten\u021bia la detalii \u0219i sunt dispu\u0219i s\u0103 pl\u0103teasc\u0103 sume care dep\u0103\u0219esc considerabil costurile financiare ale integr\u0103rii verticale.<\/p>\n

Nu to\u021bi consumatorii apreciaz\u0103 (sau \u00ee\u0219i pot permite) ceea ce ofer\u0103 Apple. De fapt, ace\u0219tia reprezint\u0103 o majoritate cov\u00e2r\u0219itoare. \u00cens\u0103 ideea c\u0103 Apple va \u00eencepe s\u0103 piard\u0103 consumatori doar pentru c\u0103 Android este \u201esuficient de bun\u201d \u0219i mai ieftin contrazice comportamentul consumatorilor. \u00cen ultimii cincisprezece ani, compania s-a concentrat pe crearea de inova\u021bii disruptive care schimb\u0103 raportul de valori pe pia\u021b\u0103. <\/p>\n

Apple diferen\u021biaz\u0103 oferta sa printr-un design care nu poate fi m\u0103surat \u00een cifre. Cu toate acestea, este clar c\u0103 acesta atrage consumatorii, care sunt at\u00e2t cump\u0103r\u0103tori, c\u00e2t \u0219i utilizatori.<\/p><\/blockquote>\n

\n\u00cen al doilea r\u00e2nd, integrarea maximizeaz\u0103 \u0219ansele de succes ale noilor produse, inclusiv iPhone. P\u00e2n\u0103 la apari\u021bia iPhone, operatorii telecom ofereau, \u00een principal, acelea\u0219i servicii: mesaje vocale, SMS \u0219i transfer de date. Aceast\u0103 elasticitate crescut\u0103 a \u00eenlocuirii a dat lui Apple posibilitatea de a urma strategia \"divide et impera\", iar pentru asta aveau nevoie de un singur operator.<\/p>\n

Apple, se raporteaz\u0103, a \u00eenceput negocierile pentru iPhone cu Verizon (o mare companie de telecomunica\u021bii american\u0103), dar s-a constatat c\u0103 Verizon deja d\u0103dea \u00eenapoi \u00een fa\u021ba AT&T (pe atunci cunoscut\u0103 sub numele de Cingular) datorit\u0103 investi\u021biilor agresive realizate de aceasta din urm\u0103 \u0219i utiliz\u0103rii unor tehnologii noi. Aceasta \u00ee\u0219i cre\u0219tea num\u0103rul de abona\u021bi \u00een principal pe seama AT&T. Verizon nu considera necesar\u0103 schimbarea strategiei sale, care includea branding puternic \u0219i un control total asupra telefoanelor din re\u021beaua lor. AT&T, pe de alt\u0103 parte, se afla pe partea opus\u0103 a medaliei: pierdeau, iar acest lucru a avut un impact semnificativ asupra BATNA lor \u2014 erau mai dispu\u0219i s\u0103 fac\u0103 compromisuri c\u00e2nd venea vorba de branding \u0219i experien\u021ba utilizatorului, iar din acest motiv lansarea iPhone cu AT&T s-a desf\u0103\u0219urat conform condi\u021biilor Apple.<\/p>\n

Exact atunci, avantajul Apple \u00een materie de experien\u021b\u0103 a utilizatorului \u0219i loialitatea corespunz\u0103toare a clien\u021bilor au dat roade: pentru prima dat\u0103, clien\u021bii erau dispu\u0219i s\u0103 suporte nepl\u0103cerile \u0219i cheltuielile legate de schimbarea operatorilor telefonici, doar pentru a avea acces la un anumit dispozitiv. \u00cen urm\u0103torii c\u00e2\u021biva ani, Verizon a \u00eenceput s\u0103 piard\u0103 clien\u021bi \u00een favoarea AT&T, de\u0219i nivelul lor de servicii era cu mult mai bun. La patru ani dup\u0103 lansare, iPhone a \u00eenceput \u00een sf\u00e2r\u0219it s\u0103 sprijine Verizon f\u0103r\u0103 branding-ul operatorului \u0219i controlul asupra interfe\u021bei utilizatorului. Cu alte cuvinte, Verizon a ajuns \u00een cele din urm\u0103 s\u0103 accepte aceea\u0219i \u00een\u021belegere pe care au respins-o \u00een 2006, deoarece loialitatea clien\u021bilor Apple nu le-a l\u0103sat alt\u0103 op\u021biune.<\/p>\n

\u00cen al treilea r\u00e2nd, integrarea duce la monopol: pe iOS func\u021bioneaz\u0103 doar dispozitive de la Apple. Mul\u021bi sunt de acord c\u0103 Apple a dus modelul de produc\u021bie la perfec\u021biune. Majoritatea angaja\u021bilor corporativi ai companiei lucreaz\u0103 \u00een California la proiectarea \u0219i v\u00e2nzarea dispozitivelor emblematice, care sunt fabricate \u00een fabrici din China, construite \u0219i operate conform unor standarde stricte ale Apple (inclusiv un num\u0103r mare de angaja\u021bi la fa\u021ba locului), \u0219i apoi livrate \u00een \u00eentreaga lume consumatorilor dornici de cele mai bune smartphone-uri, tablete, computere \u0219i ceasuri inteligente din clas\u0103.<\/p>\n

Ce face acest model at\u00e2t de eficient \u0219i profitabil? Faptul c\u0103 Apple a diferen\u021biat dispozitivele sale prin software. Software-ul este un tip complet nou de produs, deoarece este nelimitat diferen\u021biabil \u0219i, \u00een acela\u0219i timp, disponibil \u00eentr-o cantitate nelimitat\u0103. Aceasta \u00eenseamn\u0103 c\u0103 pre\u021bul teoretic al software-ului este de 0 $. Totu\u0219i, combin\u00e2nd calit\u0103\u021bile distinctive ale software-ului cu hardware-ul, pentru care sunt necesare bunuri \u0219i active reale, Apple poate stabili pre\u021buri ridicate pentru produsele sale.<\/p><\/blockquote>\n

\nRezultatele vorbesc de la sine: \u00een ultimul trimestru \u201enefericit\u201d, veniturile Apple au fost de 50,6 miliarde de dolari. Compania a ob\u021binut un profit de 10,5 miliarde de dolari. \u00cen ultimii nou\u0103 ani, doar iPhone-ul a generat venituri de 600 de miliarde de dolari \u0219i aproape 250 de miliarde de dolari profit brut. Acesta este, f\u0103r\u0103 \u00eendoial\u0103, cel mai bun produs (cel pu\u021bin din punct de vedere comercial) creat vreodat\u0103 de om.<\/p>\n

Ast\u0103zi, opinia general\u0103 s-a schimbat: integrarea este considerat\u0103 cel mai bun sistem. Uita\u021bi-v\u0103 la succesul Apple! Cu adev\u0103rat, uit\u00e2ndu-ne la companie, este greu s\u0103 nu suntem de acord cu aceste concluzii, dar trebuie men\u021bionat c\u0103 recent a ie\u0219it la iveal\u0103 o serie de posibile dezavantaje ale integr\u0103rii.<\/p>\n

Tastatura problematic\u0103<\/h3>\n

\nRecent events for Apple include the release of a laptop with an updated keyboard. Previously, the key mechanism could easily be damaged by small dust and debris. Since not all MacBook models are equipped with the new keyboard yet, Apple still has an article on its site recommending cleaning keyboard with compressed air. It goes without saying that this is abnormal \u2014 as are the keys failing on thousands of devices worldwide over the years.<\/p>\n

\"Strategia
\n
\nApple first released its infamous butterfly mechanism keyboard in April 2015 and only replaced it in 2019. Nevertheless, during this time the company sold Macs worth $99 billion, with the majority being laptops. This is truly a result of integration!<\/p>\n

Or, in other words, the power (and lack of) monopoly. No, Apple does not have a monopoly on computers, but it does have a monopoly on MacOS. Only it sells hardware running MacOS, which is why millions of customers continued to buy computers that have (especially in the last couple of years) suffered from a number of serious issues.<\/p>\n

To be frank, Apple committed no crimes. At the same time, it's hard to imagine that the butterfly keyboard would have been used for four and a half years if the company had serious competitors. Integration can provide excellent user interaction, but once an integrated product has no competitors, it begins to degrade.<\/p>\n

NFC and Innovations<\/h3>\n

\nThe second issue relates to news from Germany. The Verge reported:<\/p>\n

In Germany, Apple may be forced to grant access to iOS to all payment services competing with Apple Pay. The country's parliament voted on Thursday to introduce corresponding measures, according to Zeit Online. The bill was passed as an amendment to the anti-money laundering law and will need approval from the upper house of parliament before it officially takes effect next year.<\/p>\n

Dac\u0103 aceast\u0103 propunere de lege va fi aprobat\u0103, Apple va trebui s\u0103 permit\u0103 altor companii s\u0103 utilizeze cipurile NFC ale iPhone-ului \u00een Germania. P\u00e2n\u0103 acum, aceasta a restric\u021bionat sever accesul la ele. Zeit Online noteaz\u0103 c\u0103 acest schimb poate duce la faptul c\u0103 anumite b\u0103nci vor putea oferi pl\u0103\u021bi NFC prin propriile aplica\u021bii, nu prin serviciul Apple. Se raportaz\u0103 c\u0103 Apple va putea percepe o tax\u0103 pentru accesul la cipul NFC, dar nu va primi 0,15% din fiecare tranzac\u021bie efectuat\u0103 prin Apple Pay.<\/p><\/blockquote>\n

Datorit\u0103 controlului s\u0103u asupra iPhone-ului \u00een general \u0219i, \u00een mod special, asupra cipurilor NFC \u00eencorporate, Apple poate oferi Apple Pay un avantaj semnificativ fa\u021b\u0103 de aplica\u021biile de plat\u0103 concurente (care trebuie s\u0103 utilizeze coduri QR incomode). Aceasta \u00eenseamn\u0103 c\u0103 Apple poate utiliza pozi\u021bia sa puternic\u0103 pe pia\u021ba smartphone-urilor pentru a c\u00e2\u0219tiga cota de pia\u021b\u0103 \u00een domeniul pl\u0103\u021bilor. Trebuie subliniat (\u00een special \u00een contextul acestui articol) c\u0103 integrarea poate \u00eempiedica inova\u021biile.<\/p>\n

NFC se deschide ca \u201ecomunicare \u00een c\u00e2mp apropiat\u201d (Near-Field Communication). Aceast\u0103 tehnologie reprezint\u0103 un protocol pentru comunicarea \u00eentre dou\u0103 dispozitive electronice aflate la o distan\u021b\u0103 de 4 centimetri unul de cel\u0103lalt. Exist\u0103 trei moduri de utilizare a cipurilor NFC pe smartphone-uri:<\/p>\n

    \n
  1. Emularea unui card inteligent, \u00een care dispozitivele NFC func\u021bioneaz\u0103 ca carduri de plat\u0103. Apple Pay este un exemplu de astfel de utilizare, al\u0103turi de conturile de transport \u0219i cheile inteligente.<\/li>\n
  2. Citirea\/scrierea de date. Dispozitivul activ NFC cite\u0219te sau scrie date pe un dispozitiv pasiv NFC (de exemplu, pe un autocolant NFC, care prime\u0219te energie din c\u00e2mpul magnetic generat de dispozitivul activ).<\/li>\n
  3. Transfer de date \u00een format P2P \u00eentre dou\u0103 dispozitive NFC.<\/li>\n<\/ol>\n

    \nPe scurt, NFC permite dou\u0103 dispozitive s\u0103 schimbe date f\u0103r\u0103 nicio preg\u0103tire prealabil\u0103, ceea ce face ca gama de utiliz\u0103ri s\u0103 fie mult mai larg\u0103 dec\u00e2t, s\u0103 zicem, Bluetooth... \u0219i totu\u0219i, singura tehnologie NFC pe care majoritatea dintre voi a\u021bi folosit-o probabil este destinat\u0103 pl\u0103\u021bilor. De ce?<\/p>\n

    Probabil c\u0103 Apple este de vin\u0103 pentru aceasta. Dispozitivele Android erau dotate cu cipuri NFC \u00eencep\u00e2nd din 2010, \u00een timp ce \u00een iPhone acestea au ap\u0103rut abia \u00een 2014 \u0219i au fost folosite doar pentru Apple Pay. Dou\u0103 ani mai t\u00e2rziu, Apple a f\u0103cut posibil\u0103 citirea anumitor etichete NFC, iar numai cu dou\u0103 luni \u00een urm\u0103 a permis \u00eenregistrarea etichetelor NFC.<\/p>\n

    Problema const\u0103 \u00een faptul c\u0103 cipul NFC de pe iPhone este \u00eenchis: este integrat \u00een iOS, iar Apple \u00ee\u0219i p\u0103streaz\u0103 controlul. Av\u00e2nd \u00een vedere c\u0103 compania percepe 0,15% din fiecare tranzac\u021bie Apple Pay (dar \u0219i din cauza \u00eencerc\u0103rilor anterioare de a percepe taxe de la ter\u021be p\u0103r\u021bi pentru integrarea \u00een ecosistemul s\u0103u sau pentru crearea de accesorii), este corect s\u0103 presupunem c\u0103 utilizarea at\u00e2t de limitat\u0103 a tehnologiei este legat\u0103 de partea financiar\u0103 a problemei. Dezvoltarea NFC a fost \u00eencetinit\u0103 din cauza controlului total al Apple asupra cipurilor iPhone.<\/p>\n

    Controlul asupra App Store<\/h3>\n

    \nA treia problem\u0103 este descris\u0103 \u00eentr-o recent\u0103 publica\u021bie Washington Post:<\/p>\n

    Vineri, Apple a eliminat toate aplica\u021biile legate de vaping din App Store, al\u0103tur\u00e2ndu-se exper\u021bilor care numesc vapingul \u201eo criz\u0103 de s\u0103n\u0103tate\u201d \u0219i \u201eo epidemie juvenil\u0103\u201d. Unele dintre cele 181 de aplica\u021bii de vaping eliminate de Apple permit utilizatorului s\u0103 controleze temperatura sau alte set\u0103ri pe dispozitivele pentru vaping. Altele ofer\u0103 utilizatorilor acces la re\u021bele sociale sau jocuri. \u00cen App Store nu a fost niciodat\u0103 permis\u0103 v\u00e2nzarea cartu\u0219elor de vaping prin aplica\u021bii.<\/p>\n

    \u201eEvalu\u0103m constant aplica\u021biile \u0219i ne interes\u0103m de nout\u0103\u021bile relevante pentru a evalua riscurile pentru s\u0103n\u0103tatea \u0219i bun\u0103starea utilizatorilor\u201d, a spus un reprezentant Apple, Fred Sainz. Apple a adus dovezi de la Centrul pentru Controlul \u0219i Prevenirea Bolilor \u0219i alte organiza\u021bii care coreleaz\u0103 atrac\u021bia c\u0103tre vaping \u0219i \u021big\u0103rile electronice cu decesele \u0219i v\u0103t\u0103m\u0103rile pulmonare.<\/p><\/blockquote>\n

    \nDesigur, o astfel de decizie merit\u0103 sus\u021binut\u0103 \u2014 mai ales av\u00e2nd \u00een vedere problema care a ap\u0103rut din cauza vapingului \u00een acest an \u0219i temerile r\u0103sp\u00e2ndite c\u0103 acesta devine un stimulent pentru consumul de tutun. Din nou, av\u00e2nd \u00een vedere c\u0103 criza pare c\u0103 a fost cauzat\u0103 de cartu\u0219e contraf\u0103cute, capacitatea de a se conecta la smartphone-ul t\u0103u poate aduce beneficii reale oamenilor.<\/p>\n

    Exist\u0103 \u0219i dispozitive mai complexe, cu suport USB \u0219i chiar Bluetooth, care permit utilizatorilor s\u0103 controleze parametrii de \u00eenc\u0103lzire, s\u0103 \u00eencadreze indicatori \u0219i s\u0103 actualizeze firmware-ul. Dispozitivele Bluetooth sunt \u00eenso\u021bite de aplica\u021bii pe platformele mobile iOS \u0219i Android, care permit pacientului s\u0103 m\u0103soare \u0219i s\u0103 controleze utilizarea lor. La fel ca \u00een cazul PAX, acestea permit identificarea medicamentului \u00eenc\u0103rcat \u00een dispozitiv \u0219i vizualizarea con\u021binutului s\u0103u \u2014 de exemplu, lista de cannabidoide, amestecurile de terpeni \u0219i alte ingrediente. De asemenea, aplica\u021biile permit utilizatorului s\u0103 verifice autenticitatea medicamentelor.<\/p>\n

    Aceste aplica\u021bii \u2014 \u0219i, prin urmare, func\u021bionalitatea dispozitivului \u2014 nu mai sunt disponibile pentru utilizatorii de iPhone. Nu po\u021bi ob\u021bine acest nivel de func\u021bionalitate \u00een browser \u2014 nu pentru c\u0103 au fost declare ilegale, ci pentru c\u0103 a\u0219a au decis proprietarii companiei. P\u0103rerea lor \u2014 este lege, deoarece App Store este integrat \u00een iPhone. Apple de\u021bine monopolul asupra aplica\u021biilor care pot sau nu pot fi instalate pe dispozitiv.<\/p>\n

    S\u0103 fim cinsti\u021bi: s-ar putea s\u0103 nu fi\u021bi afecta\u021bi de interdic\u021bia aplica\u021biilor de vapat. Dar ce se \u00eent\u00e2mpl\u0103 dac\u0103 compania interzice o aplica\u021bie care acoper\u0103 protestele din Hong Kong sau o aplica\u021bie care urm\u0103re\u0219te loviturile dronelor? \u00cen ambele cazuri, ai putea sus\u021bine c\u0103 compania respect\u0103 doar standardele \u021b\u0103rilor \u00een care opereaz\u0103, dar motivul principal pentru care apare \u00eentrebarea despre eliminarea aplica\u021biei este controlul din partea Apple.<\/p>\n

    Abordarea Apple fa\u021b\u0103 de App Store ridic\u0103 \u0219i probleme de competitivitate \u0219i inova\u021bie. Compania \u00ee\u0219i folose\u0219te controlul asupra procesului de aprobat aplica\u021bii sub forma unor comisioane percepute din v\u00e2nz\u0103rile de bunuri digitale \u0219i\/sau avantaje pentru produsele proprii. Restric\u021biile Apple cu privire la modelele de afaceri pentru dezvoltatori complic\u0103 apari\u021bia aplica\u021biilor de \u00eenalt\u0103 performan\u021b\u0103.<\/p>\n

    Desigur, controlul strict al Apple asupra App Store aduce enorme avantaje nu doar pentru companie, ci \u0219i pentru dezvoltatori. Mul\u021bi clien\u021bi se tem de malware pe Windows, prefer\u00e2nd produsele pentru Mac. Totu\u0219i, o astfel de abordare are destule dezavantaje.<\/p>\n

    Integrare versus monopol<\/h3>\n

    \nAcest articol nu este juridic corect. \u00cen special, termenul \u201emonopol\u201d a fost folosit foarte liber. Apple adopt\u0103 o abordare fantastic\u0103 (din punct de vedere al afacerii) \u2014 datorit\u0103 integr\u0103rii hardware-ului \u0219i software-ului, a reu\u0219it s\u0103 ob\u021bin\u0103 profituri monopoliste care nu pot fi clasificate ca monopol. Totu\u0219i, de\u0219i \u201eintegrarea\u201d aduce rezultate bune, aceasta nu se refer\u0103 la \u201emonopol\u201d. Observa\u021bi avantajele integr\u0103rii, cu care a \u00eenceput articolul, combinate cu dezavantajele acesteia:<\/p>\n

      \n
    1. Experien\u021ba utilizatorului excelent\u0103 a produselor integrate Apple s-a soldat, \u00een cele din urm\u0103, cu faptul c\u0103 compania a folosit o tastatur\u0103 fluture de calitate slab\u0103 timp de patru ani.<\/li>\n
    2. Capacitatea Apple de a folosi baza sa de utilizatori pentru a lansa pe pia\u021b\u0103 noi produse \u0219i func\u021bii a dus la \u00eencetinirea dezvolt\u0103rii aplica\u021biilor pentru NFC.<\/li>\n
    3. Capacitatea Apple de a genera profituri mari din dispozitive diferen\u021biate software cre\u0219te pe m\u0103sur\u0103 ce \u00eencearc\u0103 s\u0103 impun\u0103 taxe pentru bunurile digitale \u0219i\/sau s\u0103 ofere propriilor servicii un avantaj competitiv. <\/li>\n<\/ol>\n

      \nExemplul Apple ajut\u0103 la trasarea unei limite \u00eentre integrarea s\u0103n\u0103toas\u0103, care \u00een general nu are nimic r\u0103u, \u0219i goana monopolist\u0103 dup\u0103 profit.
      \n
      Sursa: habr.com<\/a><\/p>","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"

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