World renowned technology brands namely Apple Inc (NASDAQ:AAPL), Google Inc (NASDAQ:GOOGL) and Amazon.com Inc (NASDAQ:AMZN) which have so far spread their wings by building on the concept of consumer-based marketing are now aiming at commercial organizations to sell their products. This move is explained as a strategy to boost revenue that seems to have reached stagnated levels owing to the saturation of the consumer market. As best expressed by an IDC analyst Danielle Levitas –
“Some of these companies have to broaden their revenue base. If there’s too many fish in your pond — or your pond is reaching saturation — you need another place to play.”
While all three companies boast of existing line of products to suit business needs, the present thrust is on expanding the product line as also marketing it extensively so as to create a lasting impact.
Having risen since the last decade of the new millennium, all three – Apple Inc (NASDAQ:AAPL), Google Inc (NASDAQ:GOOGL) and Amazon.com Inc (NASDAQ:AMZN), have enjoyed massive revenues as also an unmatched global presence that has put them in an enviable position. However, all of this has changed during the last year when income figures showed a dent and forced the companies into a creative thinking mode. As per Ben Schachter, Macquarie Securities USA Inc –
“When you’re a company as big as an Apple, an Amazon or a Google, there are only so many markets that you can go to that will actually move the needle.”
The hitherto untapped segment with a huge promising potential turned out to be that of technology based businesses like Hewlett-Packard, Microsoft Corp, Dell and IBM and each of the three companies intends to tap into this gold mine in its own unique way.
While Google Inc (NASDAQ:GOOGL)’s approach has been to offer low-cost services ranging from cloud computing to laptops and videoconferencing, Amazon.com Inc (NASDAQ:AMZN) has decided to increase its array of services to 250. For Apple Inc (NASDAQ:AAPL), the move from individual consumer to corporate marks a paradigm shift in company policy, thus providing the company with plenty of much needed breathing space.
What remains to be seen is the extent to which each one of them succeeds in capturing a market that is spread before them like a battleground.
This article has been written by Vinita Basu.
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