Misconceptions / Corrections
Hi folks
I write the 'Re:Seller' column for Australian MacWorld magazine. For those of you that read it, you'll notice that I use a pseudonym (Eponymous), and indeed I do on this forum as well.
I feel a little compelled to correct some of what's being said, since I happen to have some insight to how it all works.
Firstly, to the person (rjwill246) that says Phillips Fox uses Macs - yes they do! I used to be their account manager a few years ago, but I wasn't the one that got them started in Macs in the first place. A nice place.
Moving along ....
Next Byte left Buzzle because they wanted more power, but it must be realised that they did deserve it. GM Computer (headed by George Mekrizis) refused to relinquish their large share in the enterprise to Next Byte (old habits die hard). GM Computer had only one store, whereas Next Byte had about 5 or 6 at the time. Yet GM had almost as much of a share in the business as Next Byte. if you were in Next Byte's position, I'm sure you'd feel the same way.
The whole exchange rate issue in Australia is an annoying one, however, Telomar has figured it out. Apple Australia has to make more per computer to meet overheads than in the USA. Hence the higher price. Once per year (i think) the Apple Australia managing director visits Mr Jobs (or whoever handles international relations) and the new products are made known. At that time, pricing and costs are estimated based on projected sales figures and expected operating costs. Closer to announcement, pricing is then adjusted based on exchange rates, market conditions, et al.
This was how i was told it worked by someone in the know - if someone out there knows better, I'd be interested to see more info.
Incidentally, the managing director (and two or three other people) are the only ones that know about the announcement - even less than a week beforehand.
When I say 'know' I mean actually know for sure - not those of us that are fairly certain based on rumours.
Advertising :
Apple Australia have a two-fold advertising system. A lot of money is spent producing materials for in-store promotion of Apple gear. The brochures, DL postcards and AppleCentre magazines (well, magazinelets) are paid for entirely by Apple.
The other part involves shared costs of promotion with AppleCentres. Most (but not all) TV ads are paid for 50/50 by Apple and the AppleCentre running the ad. Ultimately, however, Apple Australia's marketing budget is too small, in my opinion.
Now, for a bit of news.
For those who haven't noticed, Canberra-based AppleCentre group Mac1 now have six stores (2 in canberra, 1 in newcastle, 3 in brisbane), making them the 2nd largest group in the country. Next Byte are pretty pissed off by it, too. Mainly because Apple Australia has been showing some favouritism towards Mac1 - perhaps to bolster their development and make it a 2-horse race, instead of just one.
Rumour has it that Mac1 are out to kick some arse, but from what the Australian political system would describe as 'safe seats'.
If anyone has any news about their experiences with Mac1 (particularly in a non-brisbane location), I'd be interested to see what you have to say. I've mainly heard plenty of good things said about their level of service, although some limitations in product knowledge except for a few key individuals.
If, as discussion suggests, Next Byte are becoming less sensitive to their customers, but Mac1 are showing a greater amount of enthusiasm towards customer service, it may bode well for the Australian Apple market.
Incidentally, the Australian Apple market isn't as dead as people think. I think there's just been a reduction in marketing recently (- lord knows that the reason is). Several dealerships have reported a better-than-average June quarter.
Did you know?: Apple Australia had plans to open an Apple-branded store of their own in Australia long before Apple USA ever thought of doing so. The plans fell through due to actions taken by a large AppleCentre group (which collapsed along with Buzzle).
By the way - to those that read Australian MacWorld, what do you think of the Re:Seller column?
Eponymous.
p.s. No doubt my editor will see this and hit the roof.
