All This For A Phone? iPhone Launch Insights

“All This For A Phone?” Apple iPhone Launched


I find popular culture, past or present, fascinating. Most often I observe and comment on Korean pop culture—sharing with non-Koreans my experiences and analysis.

For a change, the launch of Apple’s iPhone in America and the hype surrounding the product drew my interest. This is perhaps because I see similarities between the iPhone launch and Korea where technology has a huge impact Korea society.

My Korean friends would love the iPhone launch. Why?
Product launches in Korea come with huge media and promotional blitz. In fact, Seoul with its vibrant consumer population is test market for the latest high tech products before they are introduced across Asia and globally. Excitement and social networking drives sales in Korea.

Standing in an upscale San Diego mall just a minute after the local Apple Store reopens, crowds not even there to purchase the iPhone gather to witness the event. One feels the buzz of “an event.” Even those shopping and unaware of the launch are drawn, a shopper in his early twenties noting “All this for a phone?”

Snaking around the mall, lines of Apple customers wait as small groups are “admitted” to the store reminding me of an elite nightclub. Once inside the store the customers are greeted to cheers and “high fives” by scores of employees as they are directed to the product. Once outside, iPhone in hand, they are then greeted to cheers by the crowds surrounding the store. Amazing.

So what can we gleam from the launch of the Apple iPhone in America. For global firms wishing to enter the Korean market a similar media and promotional buzz is vital. Building strong appeal that generates widespread interest in your product is key.

The Good News
In America, Apple tends to draw out Techno Lust in many consumers; few other products and brands do. However, in Korea I see a climate perfect for exciting brands and products ranging from electronics, apparel, foods, housing, and commerce…

Launching a product or service in Korea? Done poorly, few will care and it will be lost among the scores of products that chug along…. Done right, huge buzz, widespread social networking, and public acceptance (sales) can be expected…