Cựu CEO Apple làm điện thoại: Bài học cay đắng khi tư duy tiếp thị Pepsi thất thủ trước chuỗi cung ứng

You are watching Cole's Kitchen TV. Hi, welcome to another Cold Fusion video to go here. So, former CEO of Apple, John Scully, is starting his own phone company. So, what exactly is going on here? Let's take a look at the backstory. In the late 1970s, John Scully was a successful marketer turned CEO at PepsiCo. In the early 1980s, Steve Jobs wanted to apply Scully's marketing prowess to sell personal computers. While Jobs pursued his Mac mission, he needed a more orthodox chief executive to run the company. A respectable face who could sell to corporate America. He chose Pepsica executive John Scully. Scully refused. Leave Pepsi for a 4-year-old company that had been set up in a garage. Are you serious? But it was hard saying no to Steve Jobs. And then he looked up at me and just stared at me with this stare that only Steve Jobs has. And he said, "Do you want to sell sugar water for the rest of your life or do you want to come with me and change the world?" And I just sculpt because I knew I would wonder for the rest of my life, you know, what I would have missed. Scully with a solid business background and considerable recent success would give Apple an image of greater reliability and stability which they needed at that time. According to insiders, there was a fallout between Jobs and Scully that happened during the development of the Macintosh. According to author Alex Dutchman, Jobs created his own team to build his own product, the Macintosh. His team actually had its own building and became a company within a company. The Macintosh team competed with other parts of the company that actually made money. Because of this, a power struggle erupted between Scully and Jobs. In the spring of 1985, Apple's board sided with Scully, the CEO at the time, and removed Jobs from his command at the Macintosh Group. This stripped him of his responsibilities, and by the summer of 1985, Steve Jobs was no longer a part of Apple. As we know, Jobs returned to Apple in 1997, and the rest is history. But today, there's a very strange epilogue to this story. John Scully, now aged 76, is creating his own phone. The name of this new phone, the Obi World phone. The plan for Scully is basically a mid-level lowcost phone with two models running a skinned version of Android. Scully being a businessman has already noticed the Western market saturation. So, Obi is following hot in the heels of Google's Android 1. That is, they're targeting the emerging markets. The phone's target market is buyers 25 years and younger in the emerging markets of Asia, Africa, and the Middle East. A cheap cost and an aspiring design isn't all. OB is relying on themselves being nimble to differentiate themselves against Apple, HTC, and Samsung, and subsequently give themselves a fighting chance in this industry. As some of you who have been subscribers of this channel might remember in my Nokia documentary, it was the large size of Nokia which led to a ton of bureaucracy and ultimately a slow reaction time that aided in the demise of the telecommunications giant. Being a small private company, OB has the ability to quickly iterate designs and swap out new components if it believes that it will be beneficial to their business. And that's a real advantage in such a tightening market. Let's hear a bit from John Scully himself. Are you trying to remake the iPhone? We're really inspired by the tremendous success that Apple has had with the iPhone, but Apple uh is really not a competitor to us or we to them. Uh what has happened is that technology is so commoditized that it's now possible to build a high quality smartphone uh where we can differentiate with great design. I brought together the head of Apple's product design when I was there, Robert Bruner, who originally hired Johnny Ies. We can sell at price points way below anything Apple would ever be interested in. And we can appeal to the emerging markets. We'll never have much interest to sell in uh most of Europe or in the United States because these are replacement markets with strong uh competition. But we're focused on the emerging markets uh markets where we have already a billion dollar supply chain and IT distribution business. So we have some familiarity with the sales channels and we believe that we can uh reach out to firsttime buyers uh who may have the aspiration for these higher price products but they don't have the personal budget. We wouldn't be interested in doing this Stephen if uh we weren't moving into a market that is going through exceptionally high growth. Uh if you're going into a market where you have to take your business away from a competitor that's really hard. uh and especially with great uh competitors uh like some of the Chinese companies. But if you're going into a market which is uh growing at incredible rate of growth as we're seeing in the emerging markets and where you've got new young consumers coming in uh who are looking for products that uh can have aspirational design to them but at attractive price points. We don't need to get a very big market share in order to be able to build a a very attractive business for ourselves. Remember, we're a private company. We're not a public company. And so, our ambitions uh may be quite different than some of the large public companies. All right, so let's talk a little bit about the specs. The flagship OB World phone called the SF1 has a 5 in 1080p display with 4G LTE and a flash on both the front and back cameras with a Snapdragon 615 processor. It's priced at $1.99 for 2 GB of RAM and 16 GB of storage, or $2.49 49 for 3 GB of RAM and 32 GB of storage. The cheaper OB world phone, the SJ1.5, comes with 3G, a MediaTek quadcore processor, comes in multiple colors, and has a 720p screen. The phone is $129 for 16 GB of internal storage. Both phones have dual SIM slots, expandable SD storage up to 64 gigs, and 3,000 mAh batteries. The phones will be available in October and will launch both online and in store. So, what can we make from all of this? Well, seemingly it really does seem that John Scully has the right idea. A low price, a different choice of specs depending on your budget, a red-hot emerging market, and a small, nimble company that can make changes when needed. Although it seems like OB is a budget version of the Chinese company OnePlus, they could still be seeing some success in a largely untapped market. We'll have to wait and see and keep an eye on how this goes. Anyway, so that was just a story that I thought was really interesting and kind of highlights where the slight turn of the mobile industry is starting to go. So this has been to go. You've been watching Cold Fusion. Give it a thumbs up if you liked it or thumbs down if you didn't. Leave a comment and subscribe if you're new. Oh, and by the way, if you want to know more about Android or iOS and want to know the differences between the two and want to see the histories of both of them, then you can check out my previous videos on Android versus iOS, there'll be the first links in the description below. Thanks a lot for watching, guys. I'll see you again soon for the next video. Cheers. Have a good one. Cold fusion. It's new thinking.