I’m sure it’s every product owners dream to actually become ‘the norm’ for a certain activity, use or channel. For example, “Do the Hoovering”, “Just Google it“, and even “Facebook them“.
So, with this notion in mind the article I read last week about Standard Chartered adopting the iPhone for corporate use really struck a cord with me. The title being ‘iPhone chips away at RIM dominance‘ eludes to the platform being at the core of the debate, and probably the biggest barrier to the business case (in reality).
This was one of the first instances I’ve seen where Apple actually eclipsed all the hype and for me showed that market gravitas and pure hardcore usefulness, coupled with intuitive design-led R&D, have forced a corporate to break the rules based on Apple delivering the brand promise (as we call it). I know it’s a small blip in the market, and everyone (outside of business and finance) has been using iPhones for years, but the line “… also based on them being seen as a useful business tool…” embodies the technological step-change we are witnessing. This article form IT Business Edge goes into it in more depth: RIM vs. Apple: Should Cisco Buy RIM?
With this tiny bit of news in a mainstream UK financial paper, it really proves that even once ‘too-cool-for-school’ technology applications of existing media channels, with enough contributing cerebral input, can turn industries around and make it into the mainstream. Blackberry must be quaking in their boots (but I have to say that looking at the 20-plus Apple devices in my office this comment may have a slightly bias slant).
So, we should probably raise a glass to the Standard Chartered IT team who have boldly put their head above the banking PR parapet and announced such a revolution. This move may open the flood gates as I would expect a large proportion would have both devices running (iPhone for personal/ Blackberry for work), and probably left feeling underwhelmed when they have to use their preferred alternative – which ever that may be? I could make a guess…
As with all technological adoption cycles, the iPhone seems to be following the same path, but will we be referring to all hand held web-enabled smart phones as ‘iPhones’ regardless of manufacturer in the future? Maybe? Who knows…