Apple’s Approach to Mobile Payments: a Marketing Management Analysis
Apple’s Approach to Mobile Payments: A Marketing Management Analysis
The Wall Street Journal technology article titled “Inside Apple 's Go-Slow Approach to Mobile Payments,” by Jessica Vascellaro, describes the well known Apple Inc.’s comparatively slower reasons on approach to designing an application or comparable hardware device for making mobile-payment transactions. Jessica Vascellaro, author of this article, is a senior technology reporter for the Wall Street Journal, who “since joining the paper in 2005, Jessica has broken a string of major stories on the technology and media beats…currently, she focuses her reporting on Apple” (WSJ, 2012). This paper is based on the information provided by the article and is divided into four sections: a descriptive summary, citing the main points in the article and how they are important to marketing management; general analysis, and which current marketing management trends and management application are supported and what is the most important information in the article; a critical/comparative analysis of how other authors addressed this topic and how this reflects a change in thinking about marketing management; and management application, how this topic applies to a specific marketing management scenario, its implications, and what conclusions can be drawn from the article. The main points of view in the article explain Apple Inc.’s, slower methodical approach to developing technology markets, in particular: mobile-payment transactions. According to Vascellaro (2012) “Apple Inc. often bides its time before diving in to developing tech markets…holding back in mobile payments was a deliberate strategy…Apple executives chose the go-slow approach for now.” If you are using quotes you need page numbers Vascellaro (2012) states that “an inside look at Apple’s decision-making on mobile payments gives a window into the wait-and-see approach Apple often takes towards new markets.” It is clear that the executives at Apple
The Wall Street Journal technology article titled “Inside Apple 's Go-Slow Approach to Mobile Payments,” by Jessica Vascellaro, describes the well known Apple Inc.’s comparatively slower reasons on approach to designing an application or comparable hardware device for making mobile-payment transactions. Jessica Vascellaro, author of this article, is a senior technology reporter for the Wall Street Journal, who “since joining the paper in 2005, Jessica has broken a string of major stories on the technology and media beats…currently, she focuses her reporting on Apple” (WSJ, 2012). This paper is based on the information provided by the article and is divided into four sections: a descriptive summary, citing the main points in the article and how they are important to marketing management; general analysis, and which current marketing management trends and management application are supported and what is the most important information in the article; a critical/comparative analysis of how other authors addressed this topic and how this reflects a change in thinking about marketing management; and management application, how this topic applies to a specific marketing management scenario, its implications, and what conclusions can be drawn from the article. The main points of view in the article explain Apple Inc.’s, slower methodical approach to developing technology markets, in particular: mobile-payment transactions. According to Vascellaro (2012) “Apple Inc. often bides its time before diving in to developing tech markets…holding back in mobile payments was a deliberate strategy…Apple executives chose the go-slow approach for now.” If you are using quotes you need page numbers Vascellaro (2012) states that “an inside look at Apple’s decision-making on mobile payments gives a window into the wait-and-see approach Apple often takes towards new markets.” It is clear that the executives at Apple
References: Peter, J.P., & Donnelly, J.H., (2011). A Preface to Marketing Management. 13th edition. New York: McGraw-Hill Irwin. Vascellaro, J.E. (2011, June 6). Inside Apple 's Go-Slow Approach to Mobile Payments. The Wall Street Journal on the Web. Retrieved June 6, 2012, from http://online.wsj.com/