12:09 AM ET 09/23/98
INTERVIEW-Apple to stamp footprint in Asia
By Jacqueline Wong
SINGAPORE, Sept 23 (Reuters) - Apple Computer hopes to
capture a larger slice of the Asian market with its new compact
iMac and PowerBook G3 notebook computers, J. Graham Long,
Apple's president of Asia Pacific said on Wednesday.
The region produced about five percent of Apple's overall
revenue, but this would be imcreased shortly with new
strategies in the education and consumer markets, he told
Reuters.
"We're running about five percent right now. I'd be very
disappointed that within the next 12 to 18 months we can't get
that to about seven percent, even under this economic
situation."
He said that if conditions in Asia improved, sales of new
products, including the commercial desktop G3, would also rise
more quickly.
Judging by the positive response to iMac -- Apple's major
entry into the desktop consumer market -- in Japan and
Australia, Long was hopeful the same could be repeated in other
markets.
Calling the iMac a "footprint" sized and aesthetic product,
he said its power and price appealed to different markets,
including commercial enterprises.
The customer profile in Japan for the iMac during recent
sales, for example, surprised the industry.
"It was interesting...over 50 percent of iMac buyers in
Japan were women, and we've never seen women purchasing IT
products in the majority," he said.
Outlining Apple's strategies for the region, Long said the
company would renew efforts in South Korea, where sales had
been hurt because of the country's economic crisis and
dependency on a major distributor.
"What we have to do is to help them, we have to invest
money in demand generation, help them in training, be very
aggressive....in what is still a very active consumer segment,"
he said of a country where there were 120,000 Mac users.
Apple's market in China, less than one percent of the
total, would also be improved with more aggressive policies to
increase the market.
Long said that although the Apple had not previously
invested in Malaysia, he believed there was an opportunity to
consider.
He planned to set up an office in Malaysia's Multimedia
Super Corridor, which is under construction.
"The concept is still very valid and the areas they want to
invest in and explore are areas that Apple is already investing
in technology, such as the Internet and in the area of
education."
He said the concept of "electronic education" meshed with
Apple's products which could facilitate it.
Apple had gained about 30 percent of the education market
in Australia, he said.
For the consumer market, Long said the traditional channels
would be expanded to include new types of distribution outlets.
There were plans also to tie up with credit card companies
to provide special offers and home delivery.
"I'd be very happy of an iMac was sitting next to a TV set
(in stores). It belongs with other consumer products," he said.
--Singapore Newsroom (65) 870-3080; Fax (65) 776-8112
--Email: [EMAIL PROTECTED]
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