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iPhone: 200,000 are sold in the Italian laboratory per quarter

This article has been corrected to report exact figures in the spread of the iPhone in Italy. Erroneously, 300 thousand terminals had been indicated per quarter, instead of 200 thousand

Italy as a laboratory ground for a new model for the spread of the iPhone. To indicate our country as a sort of "test market" or, better, as an incubator for the tomorrow of the marketing of the Apple Milanese phone. Gartner analyst, research director Mobile Devices Team and agenda manager for Mobile Devices, one of the most authoritative voices in the world in the mobile phone sector, discussed with Macitynet the new structures designed by the innovations introduced with the launch of the iPhone 3GS, new which are very significant in Italy: direct sales to the public of iPhones without operator restrictions through the store and third operators.

In my opinion – Carolina Milanesi tells us – Italy is an interesting example of how Apple changes its strategy when necessary, always keeping in mind a clear line of conduct. an example of the flexibility of this company which, to achieve its goal, has changed a lot of the initial approach it had had with the launch of the iPhone even though many have not perceived this change. Several of the news that we have seen and that we see for the first time in the world in Italy I think they are destined to appear elsewhere.

For example? For example, the third operator represented by 3. Our opinion that the multiplication of carriers for each country is a consolidated factor, a trend that will be systematically pursued. After France, where the three operators arrived for an antitrust ruling, the United Kingdom and Germany could be the next countries where we will see more operators when the exclusive contracts of O2 and T-Mobile expire. It makes no sense to be tied to a single operator if you want to have a device as widespread as Apple definitely wants to do. More operators means a differentiated offer and a wider potential audience

Could the embrace with 3 be not only a sign of what will be in other countries, but also good news for Italy? Ceramente. In the first place, it seems to me a sign of strength on the part of Apple that in order to achieve its goal, which that of affirming iPhone, proves to be not willing to compromise with mobile operators even if these are dominant. At WWDC we witnessed some sticks on the fingers of the historical ally AT&T (with the emphasis, welcomed by a roar of public approval, of the delay of AT&T in the support of MMS NDR), in Italy faced with the difficulty of having a Appropriate, in terms of economic and quantity, data offer, Apple has found an alternative in 3. This will determine greater dynamism of the market and probably also a lowering of data costs for iPhone customers. The Apple phone is a very attractive product and I don't think Vodafone and Tim will want to miss an important market share.

Even direct sales to the public on the Apple Store are part of this strategy… clear: thanks to the availability of unlocked phones and the particularity of the market that focuses on rechargeable batteries, Apple in Italy had the opportunity to go directly to customers and it did , also showing some aggression. I don't know how much this move can be replicated abroad, but certainly in our country destined to increase turnover. Most likely Apple convinced that iPhone in Italy can do better than what it has done so far and was not satisfied with how things had been managed by the two previous partners and played its cards: a third operator and direct sales to the public. On the other hand, we know well that in Cupertino there are managers who have very specific policies, targets and commercial projects and that their availability for compromises or for the forgiveness of errors committed in the course of partnership relationships, if these prevent execution of their plans, nothing

The high cost of the iPhone can somehow curb the spread of the phone in this economic period not flourishing? The main problem is not the cost of the iPhone in "unlocked" version. The problem is, in our opinion, the plans with which it is sold. At the present time people, especially in some countries of Europe, doubtful in binding themselves to multi-year contracts; there are people who work today and don't know if they will do it again next month. Signing a two-year fixed fee agreement can be dangerous because you don't know if and how long you can pay. Many prefer to shell out two or three hundred euros more immediately and then modulate their use as they wish: use it for voice communications or data traffic, spend more a month and less another. Again, I believe that Italy is an interesting example: we choose the rechargeable one to be independent and decide independently which operator to stay with and how much to spend. Then, if we want to talk about the price, at the moment there is a trend to reduce the frequency with which you change the phone and also to look for a cheaper product, but this does not seem to me a phenomenon capable of stopping iPhone sales in countries where you can buy it free of a contract. If anything, there will still be problems, where phones are now almost exclusively sold with a plan. Those who bought an iPhone in the United Kingdom, for example, to have the new iPhone must go under real caudine forks that involve, in many cases, the payment of the phone in full. This has slowed sales as it has curbed them for other manufacturers and Apple will certainly not be happy. Here too, Italy, with its proliferation of iPhone without a contract, in a better position and represents a much more interesting market for Apple

But does all this "interest" from Apple for the Italian market have a justification in numbers? I would say yes. Italy is the fourth European market for iPhone sales, behind France, the United Kingdom and Germany; we sell, according to Gartner estimates, between 60 and 70 thousand iPhones per month, about fifty thousand less than on the best markets. In first place in Europe are France and the United Kingdom, where iPhones are heavily subsidized, with 300/400 thousand pieces per quarter; Germany in third place with 200/300 thousand iPhones sold and Italy in fourth place with 200 thousand. These data must be considered in light of the fact that in Italy a large number of iPhones are sold at full price and the subsidized ones are much less than what happens in other countries and this obstacle, which elsewhere would be not a little, has been successfully overcome. Apple certainly satisfied with the response of the Italians to its offer.

What can we expect from the iPhone 3GS and the launch of the new iPhone Os 3.0? Apple seems to have made very little mistakes this time too. It did not change its hardware offer, it touched up the range and made a make-up to the prices. Then he tried to improve his position in some countries, such as Italy. It resisted the temptation of an inexpensive iPhone that would have been a mistake for profits and image. Even the news of the iPhone Os, with the in App Purchase, it seems to me a good idea to increase the store's turnover. For Italy I think we will be able to witness a greater dynamism of the market, elsewhere, where possible, I expect moves in line with what we have seen in Italy, with Apple that will try to affirm its strategies for a wide diffusion of the iPhone even if this means more mobile operators for each country and greater independence from them