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自分が読んで興味深く感じた英文記事を中心に取り上げる予定です

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Apple Watchの真の目的は?

 
自分はそもそも腕時計をしないのでApple Watchにそれほど魅力は感じないのですが、iOSをアップデートしたらアイコンが勝手に入ってしまっていますしついつい気になってしまいます。AppleがApple Watchを発売する目的についてWSJのコラムニストが書いていました。iPhoneのプロフィットマージンが40%というのはすざまじいですね。。。

Why the Apple Watch Exists
Apple’s leaked training materials emphasize using watch inquiries to upsell customers to a new iPhone.

By HOLMAN W. JENKINS, JR.
Updated March 13, 2015 6:56 p.m. ET

Though Tim Cook ’s rhetoric sometimes obscures the fact, Apple is a business, and for once the business-page superlatives were not overdone. In the fourth quarter of last year, Apple sold nearly 75 million iPhones at a profit margin of nearly 40%, making its quarter the most profitable quarter in the history of any American business.

A stupendous gold mine is the iPhone. There is no product Apple can invent or reinvent that likely can replace it. To the business-savvy mind this can only indicate one thing: If Apple were to build a car, it would be to protect the iPhone business. If Apple builds a watch, it’s to protect the iPhone business.


このコラムニスはApple Watchの販売目的はiPhoneを中心とするAppleのエコシステムをGoogleやMicrosoft, Samsungから死守するためとしています。あくまでiPhoneが念頭にあるようです。

The iPhone has a weakness! What started as an incredible convenience has become a pain in the butt, an annoying friction in our consumption of digital services. Google has been experimenting with Google Glass for four years. Samsung and Huawei are testing the market with smartwatches of their own. If Apple doesn’t find an answer and someone else does, Apple’s $700 billion market cap could be in trouble. Indeed, when so much of the value resides not in the device but in the services that it delivers, many analysts already wonder how much longer Apple can keep charging princely prices for an iPhone not very different from hundreds of devices running Google’s and Microsoft ’s operating systems.

So the Apple watch is not about Mr. Ive indulging his fetish for high-end timepieces. It’s not about Apple reinventing the watch because it doesn’t know what else to do. Not for nothing did Apple’s leaked training materials emphasize using watch inquiries to upsell customers to a new iPhone. Not for nothing was the unveiling tilted toward luxurious versions encased in gold with fancy straps and selling for $17,000. Clearly Apple is looking to use rich bozos to defray the watch’s development costs quickly so it can be rolled out as cheaply as possible to average iPhone buyers.


Apple’s leaked training materials emphasize using watch inquiries to upsell customers to a new iPhoneについては9to5macというサイトが従業員向けのApple Watchの売り込みマニュアルを取り上げていたようです。iPhone5より前のバージョンのiPhoneしか持っていない顧客にupgradeを勧める部分を指しているようです。

Apple Watch’s retail sales pitch revealed: 3 key features, switch to iPhone, focus on bands
Written by:
MARK GURMAN
March 3, 2015 / 11:31 am

applewatchsales-3.jpg

Using the Apple Watch as an opportunity to sell iPhones is another interesting element of Apple’s sales strategy. Apple CEO Tim Cook previously dedicated four-hour meetings with Apple Retail Store managers to discuss boosting sales within Apple’s own stores, and the Apple Watch launch will be another occasion to pitch customers on the high-margin smartphone. iOS 8 notably added the Health app and HealthKit, which aggregate fitness and health data, tying deeply into the Apple Watch experience. Given the Apple Watch’s dependence on an iPhone running iOS 8, Apple Retail employees are also specifically told to encourage customers “who don’t use iPhone to switch now so they’re ready for Apple Watch later.”

upsellは「(顧客に)より多くの[より高価な]物を買うように勧める」とジーニアス第5版に載っています。載せていない辞書が多いようで、第4版にもなかったです。ロングマンも見出し語には採用していませんね。

(オックスフォード)
upsell
persuade a customer to buy more products or a more expensive product than they originally intended
You can usually upsell to about half the customers.
Sales staff get bonuses based on the ability to upsell.


(ケンブリッジビジネス)
upsell
specialized business
to try to persuade a customer who is already buying something to buy more, or to buy something more expensive:
They are trained to upsell customers to a larger drink.


合わせて覚えておきたいのがcross-sellingでジーニアスでは「抱き合わせ[相互]販売」としています。こちらは第4版にもありました。「ご一緒にポテトはいかがですか?」というのもcross-sellingの一種ですね。

(ケンブリッジビジネス)
cross-sell
COMMERCE, MARKETING
to sell another further product or service to a customer who is already buying a different product or service:
They can cross-sell to the bank's existing customers and introduce life insurance and pensions products.


(オックスフォード)
cross-selling
the activity of selling a different extra product to a customer who is already buying a product from a company


まあ、upsellもcross-sellも売る側が内部向けにしか使わない語なので使用範囲は限られるからこのような辞書の扱いはやむをえないのかもしれません。
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Yuta

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