Anthony Frausto-Robledo, B.Arch. (afrausto@architosh.com)

2 Dec 00

Editorial: QuickTime and Apple's Retail Strategy

In our last opinion on the subject of Apple's new mysterious retail strategy we argued that the focus for Apple with new outlets should not be to replace the existing channel structure but to 'debunk' the negative myth about Macintosh. Yes! just about every serious Mac user knows there is one (sad to say) , which is why we defend our beloved Macs all the time to PC users who can't figure out why we use them.

And while we might all agree that if Apple did have it own outlets they could be successful at debunking the Mac myth, what will get people into the outlets in the first place?

As one reader pointed out, why would someone go into an Apple-run store if they hardly venture into a not-too-busy Apple Store-Within-A-Store in the local CompUSA? This is a good question. In my last article on the subject I gave some ways Apple could get people (lots of people) into their new outlets. But what might be key here is something that only Apple has as an asset. It might also explain why Apple is not contradicting its earlier statements about a chain of stores.

QuickTime Is: Media Distribution + Entertainment

In that last article it was suggested that Apple could place large screens inside every Apple Outlet (or showroom). And it was suggested that Jobs' keynotes could even be satellite broadcast to these facilities just like it does to Apple Business Centers in major US cities. Now this could certainly get Mac fans into these Apple Outlets in large numbers, but what about potential new users? What about converts and newbies? The answers to these questions may have been staring us in the face for many years now.

What is the 'one thing' that Apple keeps showing us every Macworld keynote, even if there is no new version? The answer? QuickTime! Steve Jobs loves to show us QuickTime at keynotes, and he loves to tell us that millions flock to the Apple QuickTime website each month to watch cool stuff. Some of this cool stuff is exclusive to QuickTime and Apple and some of this cool stuff is very big!

Imagine 300 Apple Outlets throughout the US. Now imagine that in preparation for the next Star Wars, that is, Episode II, Apple has exclusive QuickTime trailers being broadcast by satellite exclusively to all of Apple's new outlets. Now you have a major entertainment event! A a great way for people to get to know Apple, its products, solutions and technologies.

Apple Outlets could not only contain show rooms of its products but public media exhibit spaces or auditoria where big QuickTime events could be played exclusively. And where general QuickTime content could be streamed all the time creating a media-saturated experience.

Apple already has the experience to pull-off big events and pack the crowds. They do it every Macworld.

The Apple Digital Mediaplex Showroom

Apple has one of three major streaming media technologies in the world. As a recent Boston Globe article noted, many Hollywood deals require exclusive use of QuickTime for its superior capabilities. Star Wars is just one example. There are many others.

What if we took this idea further? What if Apple's retail strategy had more to do with branding and distributing QuickTime than just showcasing its products. It's simple. Madonna's next major hit album will be streamed at a live event to Apple Digital Mediaplex's around the world, exclusively! Free food, entertainment and, of course, QuickTime CD's to take home and install. Hey! you could even have a free iMac door prize.

Let's see, do I want to rent a video tonight or go watch new Madonna Live streamed on QuickTime, get some free munchies, meet people, and maybe win a free Apple computer? Can you imagine the crowds for the next exclusive preview trailer for Star Wars Episode II? Associating QuickTime with 'premium content' is one of the key strategies for increasing its adoption. Plus Apple Mediaplex Showrooms provide a new distribution method for QuickTime itself.