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Marketing Warfare: The iPad Battle by Mind Map: Marketing Warfare:
The iPad Battle
0.0 stars - reviews range from 0 to 5

Marketing Warfare: The iPad Battle


BLOG: People Like to Share

On the iPad changing the status quo, Builds on Apple Success

From Toyota to Apple: Lessons from an Abstract Comparison, iPad as Achilles' heal

Book: Marketing Warfare (Ries and Trout)



Kindle DX


Apple Analysis

Defensive Marketing

For the market leader

Priority #1: Defend / Strengthen iUniverse, Increase revenue stream, iBooks, Increases Entry Barrier, Build on Successs, iTunes, Builds on Dev Community, 10,000 Existing Apps, New: iBooks, MEGA SKU's, Hardware, Nano, Shuffle, iPod Classic, Touch, iPhone, Third Party, Sound Systems, Accessories

Priority #2: Control iUniverse, Closed Model vs Open, Builds on AT&T relationship, 3G model, Select Vendors, Select Delears

Priority #3: Increase Reach / Acceptance of iUniverse, Builds on Dev Community, But control with API / Dev platform, Support File Formats, ebook reader, Full Color, Periodicals: True WYSIWYG, All touch, BT Keyboard, Open Platform / File Formats, Overlapping Segmentations, Readers of eBooks, Listeners of Portable Music, Small Screen Movie Watchers, People who purchase content on-line, Low end PC / Laptops, Net Books, Entry Level Desktops

Offensive Marketing

For the No. 2 companies

no leader identified

Flanking Marketing

For smaller companies

no new uncontested ground taken

Guerrilla Marketing

For local or regional companies

not local or region, not willing to stop production

Strategic Squares

Based on Marketing Warefare by Al Ries and Jack Trout  

Post Outline


My Dissapointement, I wanted the Rumors, Second Screen, Just set it down next to your MAC, iPhone Capable, 100 mile Blue Tooth head set range!, MAC OS/X, Replace all my future PC Desktop needs, Run Parrelel so I can us Windows at same time!, Multi-process, Have 20,000 apps running at same time!, Distributed Processing Capable, Desktop CPU's maxed, no problem use my iPad Quads!, Mega Memory, New Crystal Storage, Several Teraflops, Mega Disk Space, New Solid State System, Several Googleflops, Best eBook Reader, Kindle DX is OK, nook complete let down, Even the B&N sales rep side QUE is what I was looking for!, QUE looks promising

Time to Think, Reality Sinks In, Marketing Warfare, What are they really dong, Clearly Apple thinks they are the leader, iPad is a defensive move from the leader who has the high ground and is dug in very well.

Why iPad is Defensive

Remember only Leaders should wage defensive campaigns., It's much easier to defend a position then wage frontal attacks on your competitors

Defensive Marketing, P1: Only the market leader should consider playing defense, Leadership in Portable Media Consumption, Music, 10 Billion songs download, Audio Books, Over 20,000 titles, Podcastes, Audio, 125,000 titles, Video, 25,000 titles, Movies, rentals, for sale, 2 Million full length films sold, Applications, 2 Billion apps downloaded, TV Shows, 200,000 episodes sold, I call Apple's domain iUniverse which they are the leader., #1 in music download, #1 on-line movie store, #1 in music sales, P2: The best defense strategy is the courage to attack yourself., Always create a moving target for the competition, Apple has a history of attacking itself to improve it's iUniverse, shuffle, 3rd generation, iPod, 6th generation, nano, 5th generation, touch, 2nd generation, iTunes, version 9, TV, control with iPhone and Touch, iTunes integration, iPhone, 3rd generation, P3: Strong competitive moves should always be blocked., B&N and Plastic Logic Alliance, QUE ProReader, Geared to Business Users, ebook Reader, Office Files reader, Sync with business files, sync Calendar, sync mail, Amazon Kindle, gaining ground with mobile users, Could create iTunes alsoran, future version could support apps

Not the other Three, Offensive Marketing, P1: The main consideration is the strength of the leader's position., If they are attacking a leader, I don't see it so I can't figure out what strength they would have focused on., P2: Find the weakness in the leader's strength and attack at that point., Since I don't see them targeting a leader and it's strength, I can't figure out the weakness inside the strength., P3: Launch the attack on as narrow a front as possible., This launch seems anything but focused on a narrow objective, and everything like a line extension to the iUniverse, Flanking Marketing, P1: A good flanking move must be made into a uncontested area., Lots of tablets already, lots of eReaders, this is not uncontested ground., P2: Tactical surprise ought to be an important element of the plan., This was very publicized in the rumor mills with strategic leaks. No surprise it was coming, P3: The pursuit is just as critical as the attack itself., If this does become a success and the really pour it on, who actually loses the market share. Back to who is the target?, Guerrilla Marketing, P1: Find a segment of the market small enough to defend., This product actually overlaps several segments., P2: No matter how successful you become, never act like the leader., P3: Be prepared to bug out at a moment's notice., I don't think they will give this up, it expands the iUniverse.


Good Move: Moving Tarket, Kindle will think twice, Mobile Phone makers will think twice

Expect Mainstream App Integration, Expect mobile devices to overlap our desktop world

Expect Apple to Attack Itself, Next year will have all new version from Apple, Each new iteration will be better then the past