BillH - 06 July 2009 10:44 PM
It’s not a given that subsidies would drop or that control of the user experience would change with multiple carriers. The account losses have been pretty severe for both Verizon and Sprint. Were Apple to make it available to others under the same terms (minus exclusivity) that they offer ATT the other carriers would have little choice but to accept or or be prepare to accept that the customer exit will continue. Keep in mind that Verizon may only have a small window of superiority as ATT continues to improve their network.
I suggest exclusivity commands a high price. AT&T has debased near-term results (mentioned publicly on more than one quarterly conference call) in favor of longer-term rewards from data fees and the favorable customer satisfaction inherent in Apple products. For that exclusive deal AT&T pays a hefty subsidy on each phone sold. Due to that exclusive arrangement AT&T invests more heavily in its Apple-related activity than for competing products.
Absent exclusivity, the focus returns to one of selling the highest-margin products and/or the highest volume products. In short, Apple brings the customer to AT&T. In an non-exclusive arrangement AT&T will have to fight harder for customer acquisition and retention. The higher subsidy is due in part to the reduction in customer acquisition and retention costs Apple brings to the deal.
Second, if there’s a problem with my iPhone and its voice or data services, the problems are due to one of three easily determined sources: The handset, the OS or AT&T. This provides Apple (and to a lesser extent AT&T) more control or influence over the user experience.
While multiple service carriers might be an economic benefit to Apple at some time in the future, diagnosing and resolving issues involving multiple carriers becomes a bit more problematic.
Third, while other carriers might want the iPhone in an effort to slow or eliminate customer defections, there’s no guarantee the store staff at other carriers won’t work to move potential customers to more profitable handsets (lower subsidy phones) once they are in the door.
If I can help it I will not buy another iPhone directly from AT&T. The customer service problems and lack of, let’s call it “forthrightness,” on the part of AT&T personnel at the stores will drive my business to Apple stores for iPhone purchases. I can’t imagine the hassles involved in giving the customer a uniform purchase experience and multiple carrier retail outlets.
Perhaps a better avenue would be to control the points of purchase (Apple retail stores, Apple online stores, select retail outlets, etc.) while allowing the customer to choose their carrier, making the purchase and the sales experience as uniform as possible in a carrier neutral sales environment.
There’s no shortage real shortage of outlets at which to purchase an iPhone. It’s uniformity and satisfaction in the purchase experience that I think need to be a priority.