Plea to Microsoft: Do Not Become More Like Apple

by Holly Shoemaker

Microsoft will continue to make news with its upcoming release of Windows 8. Last week, Steve Ballmer, the company’s CEO, said he could envision the company becoming more like Apple. In his annual letter to shareholders, Ballmer said the company may decide to build its own smartphones to complement the upcoming Surface, the company’s first tablet. 

Concluding Thoughts

While I understand the need to compete, consumers do not need another Apple, and Microsoft will need to analyze how its current partnership with Nokia affects it standing in the smartphone market. It will also need to see how successful Windows 8 is with consumers.

I still maintain Microsoft will better position itself by filling the market gap left by Research In Motion (RIM). Despite its intentions to relate more to individual consumers, gaining strength on the business-to-business (B2B) side has strategic merit as we see with Nokia and its map app platform. With Windows 8 approaching, Microsoft should think more about the opportunity to promote its new Windows Phone and the Surface, but on a B2B scale.

Purple Haze All Around: Apple Blames iPhone 5 Users

by Holly Shoemaker

Apple is not doing itself any favors. After an insincere map app apology, the company now says that the purple flare seen on the edges of some photographs taken with the iPhone 5 is related to user error.

Apple’s Stance

Pictures may show a purple flare if users aim the smartphone near a light source, which causes a reflection typically on the edge of a photograph. Apple suggests users take photos away from bright light and change the angle of the shoot. These are not suggestions that users could not figure out on their own.

My Investigation

I consulted a professional photographer, Alan Rosenberg, to get an expert opinion on the iPhone 5 camera issue. While he confirmed light sources may cause the issue, he said it also depends on what covers the lens. When light hits the lens, the covering may cause the flare.

So what does Apple use to cover the lens? The iPhone 5 has a sapphire cover that protects the camera’s lens. That crystal material could cause the purple haze seen in photographs.

Concluding Thoughts

While Consumer Reports gave the iPhone 5 high ratings, better than the iPhone 4S, and noted the eight-megapixel camera was one of the best cameras tested, Apple’s response is ridiculous and intuitive. The company basically says do not look directly into the sun. It makes me think as a child being told not to look directly at a solar eclipse. To me, the response is also like saying do not use flash with a lot of light or the picture will look like an x-ray.

Apple never likes to admit fault, but it ignores a basic rule of business – the customer is always right. In this case, as well as the map app one, Apple just shows poor customer service and insults its loyal users.

Nokia's B2B Focus Takes Map App War in New Direction

by Holly Shoemaker

Nokia’s recent announcement that it will continue to leverage its maps and locations platform by licensing its technology to Oracle will help Nokia build a niche with business-to-business (B2B) customers. It could also assist the company with its financial and perception problems in the smartphone industry.

Nokia Reaches B2B Clients

Opus Research reported that mobile advertisements associated with maps or locations made up approximately 25 percent of the $2.5 billion spent on ads in 2012, with the figure expected to grow as mapping technology does.

While Nokia formed a deal with Groupon in August, the company’s map offerings to large corporations holds a distinct advantage over Apple and Google, companies that focus more reaching individual consumers. Currently, more than 110 countries use Nokia’s turn-by-turn directions compared to 56 countries for Apple and 39 countries for Google Maps.

By partnering with a large company like Oracle, Nokia shows what its Location Platform offers to corporations. Oracle gains the ability to combine Nokia’s mapping capabilities with its own software. Nokia also retains a good position because it owns, builds and distributes its mapping content. Furthermore, Nokia does not require a data connection to run its location-based applications.

Concluding Thoughts

This is a good strategic move for Nokia, and the company makes the most out of its acquisition on Navteq, which it acquired in 2007. To date, Nokia’s location and commerce unit makes up four percent of its revenue. As the company continues to enter into agreements with large Internet companies, Nokia escalates the map app war in a new direction. It also makes a statement when a competitor ditches its own maps for Nokia - that is what Microsoft did with Bing Maps. The company showcases Nokia’s Location Platform on its Windows 8 phones.

Apple Issues Insincere Map App Apology: No Plans to Offer Google Map Equivalent

by Holly Shoemaker

Today, Apple’s CEO Tim Cook issued a letter of apology to customers to address the disappointment and performance of its iOS 6 Apple Maps.

Overview of Apology

Apple apologized for the frustration its map app has caused, and said the company continues to work on improving functionality.

In the letter, Time Cook had no choice but to mention the option of using other apps until Apple addresses all issues – the letter even mentions Google Maps and Nokia Maps. However, Microsoft’s Bing gains the first mention, showing that Apple will not go out of its way to admit its mistake of splitting with Google Maps too soon.

Concluding Thoughts

Apple’s apology does not come across sincere. Instead of sticking to an apology, the company took the time to praise itself on the number of people using iOS 6, and stated that customers have searched for half a billion locations.

The letter should do little to diminish people’s frustrations with the application and its latest operating system. The numbers also do not equate to success when people retrieve incorrect information from the app. Furthermore, a letter of apology does not change the outcome that Apple has no equivalent product to Google Maps, which used to come as the default map app on previous iPhones. On Tuesday, Google confirmed that it had not submitted a map app to the Apple’s Apple Store. 

Apple prematurely severed its ties with Google here – being Apple only gets the company so far. It will have to quickly deliver an updated and tested application to its loyal customers. If not, Android and other products like Nokia Maps will continue to gain more customers.

Nokia Ups the Map App War and Partners with Groupon

by Holly Shoemaker

New map app features, or new partnerships to promote apps, have garnered much attention over the months. Now, Nokia has announced that it will promote Groupon deals on phones that run Nokia Maps. As part of the update, Nokia also introduced an “advanced route setting” that allows users to get and save directions to their screens. Nokia Maps is compatible on the Lumia 610, 710, 800 and 900.

Nokia's s Focus on Updating Maps

Nokia has focused much energy on its map feature. The company released an update to its map feature in March. In June, the company once again updated the feature to sync with favorites so users could view photos and reviews.

By continually updating the map app, and by partnering with a well-known company, Nokia has shown it understands the need to capitalize on the news garnered by Google and Apple with their maps. 

Targeting Late-Adoption Smartphone Users

The challenge for Nokia is that the company remains more popular among those who do not use a smartphone. The latest announcement shows the company understands the need to target later-adoption smartphone users. While it may seem like a slight reversal from its beta test campaign ads, it appears the company may be shifting away from those ads. That could work for Nokia because it gets the company closer to public opinion. People who do not own a smartphone have a more favorable view of Nokia, and consumers who have yet to purchase a smartphone may still use Groupon. Those looking for an alternative map device and shopping for deals on Groupon may find that a Windows Phone brings together two complementary parts.