iPhone's successful launch iPhone的成功上市

iPhone has made a spectacular launch in the US market, I see this as a successful case of product positioning.
In fact, the technologies iPhone employed are all nothing new. Its most touted touch-screen function is a common property in PDA, and the functions of music/video player, internet surfing and camera already existed in other handheld devices, even in smart phones, except its proprietary iTune function.
Taiwanese makers had already made full functions handheld devices with all the capabilities possibly seen in any handheld device and with high definition screen. But why didn't they make a hit in the market?
I think the problem maybe lies in their product positioning.
Packing too many functions in a handheld device puts up its price equivalent to that of a notebook computer. Thus makes it uncompetitive to a notebook computer.
For those using handheld devices, usually they would require only some of the functions, not all of them. The success of GPS PDA is an example.
Including only the functions the target market requires and sacrificing other redundant functions could dramatically reduce prices, this would make a product more operable and affordable.
iPhone is seen as an upgrade from iPod, so it has been applauded, but if you see it as a downgrade version of an all-mighty device, it will be doomed. All iPod lovers would like to say: Now my iPod could do a lot more things!
iPhone's success illustrated that a product extension aimed at target market sector with the right composition of functions and within affordable prices to enhance user's value is the key to product success.
By the way, a big drawback in iPhone is its battery is not exchangeable.

iPhone已經在美國輝煌上市,我認為這是一個產品定位成功的案例.
事實上iPhone採用的科技全都不是新鮮的,它最鼓吹的觸控螢幕只是PDA的一般功能而已,除了它專屬的iTune以外,音樂視訊播放、上網、照相等功能早已用在其他手持裝置,甚至智慧手機上了.
台灣廠商早就做出具備全功能的手持式裝置,任何手持式裝置看得到的功能它都有,而且還具備高解析度的螢幕,可是這些產品為什麼無法在市場上造成熱賣?
問題應該是出在產品定位.
塞太多功能在手持式裝置裡,會讓價格升高到相當於筆記型電腦的價格,相較於筆記型電腦它的競爭能力便受到了限制.
對於使用手持式裝置的人而言,通常他們只需用到其中的部分功能而已,不是全部都會用到.衛星導航PDA的成功便是一例.
只把目標市場需要的功能放進去,捨棄多餘的功能可以讓售價大幅降低,產品的操作性更好,也會有更多人買得起.
iPhone被當成iPod的升級,所以它會受到歡迎,而如果把它看成全功能裝置的降級版,那它就死定了.iPod的愛用者必然樂於稱道:現在我可以用iPod做更多事情了!
iPhone的成功展示了針對目標市場,在合理價格內把產品功能做適當的組合,提高使用者的使用價值,是產品延伸成功的關鍵.
順便一提, iPhone的大缺點是,它的電池不能抽換.