I had the incredible priviledge of toying around with an Apple
iPhone this weekend at a cocktail party. We were sitting around a small fire, when an associate, Mike, forked out his gadget, “I was in America over the holidays, so I got the iPhone. It’s neat isn’t it?”
I admit. I succumed to the temptation and squealed gleefully as a pushed the menu in different directions, “Oh look at this. The video’s great. Oh the menu’s so sleek! Ooooh. Aaaah. What does this button do?” I understand the cartoon Dee Dee’s fascination with her brother’s sanctuary, Dexter’s Lab.
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- Apple’s iPhone is a pleasure to toy with.
The iPhone’s proud owner, Mike, was more than willing to give me a guided tour of the tools and show me a few fancy tricks. I don’t blame him. The iPhone is nifty, incredibly light and has a plethora of applications and activities. iPhone’s home page announces its arrival as the do-it-all mobile magnum.
“Introducing iPhone 3G. With fast 3G wireless technology, GPS mapping, support for enterprise features like Microsoft Exchange, and the new App Store, iPhone 3G puts even more features at your fingertips. And like the original iPhone, it combines three products in one — a revolutionary phone, a widescreen iPod, and a breakthrough Internet device with rich HTML email and a desktop-class web browser. iPhone 3G. It redefines what a mobile phone can do — again.”
I must admit. I’m impressed. The price will burn a hole in your pocket. The 16GB phone is available for $299 ( ZAR 1800) (early upgrade for $499 – ZAR 3500). If you’re an America, you’ll need to have a two year contract with communication provider AT&T. This is just the beginning. There are so many requirements to get the iPhone, that the company has created an iReady document for prospective purchasers. For starters, you’ll need your credit card, social security number, valid photo ID and wireless account number (with password and PIN). Sheesh, for a phone!
So what does this say about e-commerce? Apple has considered all aspects in it’s high-tech business: user functionality, sexy interface, sleek design, available application (even one for WordPress), extended product ranges. Even the retail store is a beautiful glass concoction which shows that you have arrived at the future. This is what a lot of technological businesses are missing. They need to consider the users experience from the moment of hearing of the product to walking home with it in their back pocket (as is the case with most products).
For example, page designs for online banking aren’t exciting or stimulating so they are an area of potential improvement. They need to draw the user’s attentiont to the type of products to expect. This requires a little creativity on the part of website designers.
For example, if a user sees FNB South Africa’s homepage, they should get a feeling of patriotism. The interface should show that this is a bank that is concerned about it South African families.The cater for people who will actually apply for the million-a-month account and have faith they’ll win the prize.
Nedbank‘s clientelle on the other hand, are more upmarket. The business is more geared for business enterprises and corporations with high income. They don’t need a million-a-month account. Although Nedbank provide personal financing accounts, they aim for upmarket, middle to high class, educated clientelle. Could the average fifteen year old tell you what debt capital markets and equities and Trade CFD’s are?
Absa is for young, zesty clients. Their market strategy has shown this by their adverts tailored for teens and youth on TV programmes such as YOTV. Absa also holds competitions for this agegroup which encourages them to apply for debits cards and open savings accounts, with giveaways for account holders. Even their bank card is bright red, orange or blue. Each bank has a ‘personality’, a unique branding strategy, just like most businesses.
When I think of someone using an Apple laptop, I instantly think they may work in a creative field. If it’s a Window’s computer, I think they’re working for a company. If they drive a slow skoro koro (scrapyard worthy car), I assume they are lacking in the finance department. If it’s a Volkswagen family vehicle they’re carting around town, I believe they probably have a few kids. Whether it’s cars, laptops or houses, what you own and how you look is part of creating Brand You.
What is Brand You?
There are many definitions for brands, but the most succincts and simple I’ve found is provided be the University of Ottawa :
“A brand communicates specific information about an organization, product or service, distinguishing it from others in the marketplace. A brand carries a “promise”: a promise regarding the qualities and particularities that make the organization, product or service special and unique.”
We do this every day. We make an impression on every person that we make. Even before a single word is spoken, the person has already decided what age we are, what career we work in, an estimation of our income, what we generally spend our money on and the roles that we could fill in our lives. For example, a woman with a flabby tummy walks into a store wearing a faded pair of jeans with a child clinging to her back pocket. I’m sure you pictured someone middle aged, middle class and a little chubby. You probably also assumed the child was probably aged 4-7. What if I told you her jeans were Levis and she had stepped out of a Porsche. The picture doesn’t quite fit does it? This is part of branding. It creates a coherent, complete picture of the woman and the lifestyle she leads. Whether you are a business person or a farm worker, what you look like conveys a lot about who you are.
Fast company.com’s writer, Tom Peters writes that, “Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You.”
This should be understood by any good designer, especially in the industries of fashion and print. Website designers have a lot of catching up to do. They also have a lot of tools at their disposal. The New York Times Online seems to have some idea of this. Their front page, even their reader, carries the same brand logo and page design and allows the user to experience the look and feel of the newspaper on screen. The stories are still as in-depthand easy to read as the print edition, even though they are carried online. This is the essence of branding.
If e-commerce and online designers could grasp this information as well as bloggers can, I’m sure their pageviews would increase exponentially. And with it, their advertising revenue because we all love a good-looking site, so we share it with our friends. Facebook has shown this already. Combined with utility and quality products and services, generating revenue would be a little easier. Add a few security features and commercial success is just on the brink of happening. This is the secret of online e-commerce success. It’s about giving a company personality. E-commerce locally or internationally, need not be as dry and boring as it’s become. If a few creative heads could get to grips with their company’s ‘personality’, I wouldn’t be surprised to see some great webpages and products created. They may even get your attention.