Cisco recently, unexpectedly, in the New York Times published a full-page advertisement, content is on it’s own iPhone products, advertising was separated by a huge font highlights the features of its iPhone–“More than Talk!” (Not just to call!).
This is advertising of means quite intriguing, which both including on Apple bullying, and including on Apple of lure. first, this is advertising median of advertising word clearly is for Apple of iPhone and made, because Apple, Chief Executive of jobs in describes iPhone of when on said, iPhone is “to voice call for Center” of. also, Cisco in advertising in the of “iPhone” of behind plus has “r” to said own has has iPhone trademark rights.
Second, Cisco’s purpose is absolutely not want Apple to abandon iPhone. as chambers, Cisco’s Chief Executive said: “the iPhone is our trademark, we can offer Apple authorized, we called on Apple to respect our trademarks and intellectual property, we can only hope Apple handsets be compatible with the Cisco product.”
From the ad, you can see, two women sit back-to-back, one of them being iPhone network using Cisco phones, while another person is using a MacBook! in keeping with its “More than Talk!” Advertising, it is not difficult to understand it but also wanted to tell Apple and the consumer, if foreseen by it between the two sides reach a settlement, then Cisco has teamed up with Apple, will greatly expand after both products compatible iPhone mobile usability; three ads below iPhone VoIP on the display, are clearly showing iPhone phone calls, surf and play games.
We all know that Cisco has been at war with Apple on iPhone trademark issue. Cisco has been at the beginning of last month gave infringement on Apple’s new iPhone cell phone charged. earlier this month, the relationship between the two sides originally had been relaxed, according to media reports, the two sides have agreed to take more time for consultations on iPhone trademark and product compatibility, but will Apple respond to Cisco sued time backward delays.
And Apple regardless of is in computer industry also is consumption electronic products industry, has always been are is to self-admiration of image appears: in last year launched Boot Camp zhiqian, despite Apple hardware and software products of market share are than Microsoft, other manufacturers, but it is does not and other manufacturers of products for compatible. in addition, it not only take “inter-State” type policy will iPod-iTunes popular combination of profit do is satisfied that himself hand, and face Cisco of prosecution Shi also assumed a Vice not ignored of attitude said each other “boring ”.
Actually, is due to iPod-iTunes large was success, only attracted all giant coveted has long, but regardless of is Microsoft, and Sony also is other manufacturers, so far also no which a manufacturers of similar products and service can and iPod-iTunes match. but according to In-Stat market research company is expected, global network music market will from 2005 of 1.5 billion dollars scale quickly growth to 2010 of 10.7 billion dollars. no a manufacturers do not want to in here piece, Not a single manufacturer for the success of iPod-iTunes is not jealous.
Cisco to do only one objective, is unable to find other products and services to keep pace with Apple opposing views, then it is to break Apple’s “exclusive” policy, together with Apple iPhone profits.
Cisco claims that its 2000 acquisition of InfoGear, just get the iPhone trademark rights, and in the spring of 2006 was launched called “iPhone” VoIP. Cisco was lucky or early premeditated, we have no idea. but it did give Apple hard like a swallowed a fly.
Apple’s MacWorld Expo this year, the large number of vendors participating in the CES exhibition in the same period are attracted to the MacWorld Expo, and completely cover the CES exhibition light. Steve Jobs announced the iPhone at the MacWorld Conference phone message, at which point it was impossible to turn back the. Moreover has always been proud of for Apple, and make it active for-is absolutely not be considered.
We also can note to, on in yesterday, Apple and Grand Prix head scholars of Apple limited business Zhijian of “Apple” trademark rights problem also finally get has “happy” of reconciliation. actually, so-called happy, after all also is Apple accounted for has upper hand, because reconciliation of results is Apple has “Apple” trademark rights, to let Apple limited can continues to using original trademark, Apple will will “Apple” trademark rights authorized to Apple limited. clearly, Apple limited under their products may have to use the other side of the iTunes Web store did settle for concessions to distribute.
Such seems, Apple is must will fight for iPhone trademark rights of. in this premise Xia, Cisco is in both relationship just reconciliation and again go to negotiations table Qian of when also dare fly in the face of the will of the people and made whole version advertising to rival Apple of iPhone, also is seize has Apple never gave up iPhone of psychological and wanted to let it into submission. at least is also wanted to using public opinion of forces for own in and Apple of negotiations in the fight for more of chips.
Apple seems to be a purchase before it has let the merchant discovers his purpose as customers, cards have been each other’s see, seems to have only obediently comply. but does not rule out Apple may insists on disputes between the two sides would rather be on the Court resolution to keep possibilities of Cisco xiaorendezhi.
At present, Apple also did not comment on Cisco’s full-page advertisements. consistent with the personalized features to win Apple will lower proud head? let us wait and see.
Source: NetEase technology