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St. Louis Business & Technology News
www.slfp.com/SLFPBIZp.htm "When you think Saint Louis, think Saint Louis Front Page," a weekly publication covering the news and events in the greater St. Louis area. 
How To Reach Us:St. Louis Front Page P.O. Box 1354 St. Louis, MO 63188 Voice: 314-771-0200 Fax: 314-771-0300 To submit news, contact: editor@slfp.com To advertise, contact: advertising@slfp.com |
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by Bob Moore, SLFP.com ST. LOUIS, MO, (SLFP.com), June 30, 2007 - Apple's anticipated iPhone launch drew an enormous level of attention across the country. The iPhone is an iTunes-compatible handheld device that combines a cellular phone, a music and video player, a digital camera and an Internet communications device into one product. The price tag on the respective 4GB and 8GB models ranges also created a buzz. When the product was first announced by Apple CEO Steve Jobs at Macworld on January 9, iPhone-related search activity jumped to more than 1.1 million searches during the week ending January 14, according to a study released by comScore, a leader in measuring the digital world. From February through May, the number of weekly searches ranged between 80,000 and 200,000, which still represented very high levels of search activity for an individual product. By comparison, even during the post-announcement period the number of iPhone-related searches was comparable with the number of searches for Motorola's "Razr," a well-established and popular cell phone already available to consumers. "The iPhone launch is likely to be one of the biggest product launches in history, and the activity we're seeing online clearly reflects widespread consumer interest," said James Lamberti, senior vice president of search solutions at comScore. "This study also helps underscore the significant role search plays in both online and offline retail, since many of those researching the product online will be lining up at the bricks-and-mortar retailers to purchase their new iPhones. Added Mr. Lamberti, "In a previous study conducted by comScore, we found that product-related searches in the consumer electronics category can result in conversion rates as high as 25 percent within 90 days of the search -- when one examines buying that occurs across all channels. Achieving such a high conversion rate may ultimately prove difficult with a new product, but if that assumption were to hold true it could yield as much as $1 billion in search-driven iPhone sales when factoring in the $500 to $600 price tag." The strategic launch, Friday, June 29, drew lines at every Apple store and designated AT&T outlets. Unlike on the east coast, where buyers began lining up early Monday morning in New York, and even the Mayor of Phillidelphia spend a day in line, the launch in St. Louis was hampered because the two Apple stores were inside the malls where buyers were not allowed to line up until the day of the launch. All 164 Apple retail stores were closed simultaneously at 2 p.m. in their respective time zones and reopened from 6 p.m. to midnight to sell what promises to be a new revolution in cell phones. College students, Joe Torres, Meramec, and Andrew Morrow, Lewis & Clark, stood 15 hours in line to be the first to buy the new iPhones at St. Louis Galleria. They also enjoyed bragging rights. "It's how you spend your time," said Morrow. "It's a breakthrough in technology." The Keenan family arrived at 5:50 p.m. for the event. "We were the late comers," said Brent. "Some of these people brought chairs and have waited in line a long time." One father, while waiting with three of his kids, was overheard speaking with his wife via cell phone, "The line is moving fast at the Apple store and it shouldn't take more than a half hour." The Apple store at the Galleria is a mini store with a small display area. Buyers were greeted one by one by the staff, "Would you like to try the iPhone before you buy?." Once inside the store, many eagerly began trying all the functions, with responses including, "It's the ultimate iPod" and "Oh, I can make a phone call on it." "Apple retail stores were created for this moment -- to let customers touch and experience a revolutionary new product," said Ron Johnson, Apple's senior vice president of Retail. "With our legendary Genius Bar support, free workshops and our One to One personal training, we're here to help. Beginning Saturday morning, iPhone customers can learn how to get the most out of the iPhone with free, in-depth workshops offered throughout the day at all Apple retail stores.  
The Saint Louis Front Page is owned and maintained by the Moore Design Group for the sole purpose of disseminating news and information about the Metropolitan Saint Louis area. Text or graphics may not be copied, rewritten or distributed in any manner whatsoever without written permission. For more information, contact editor@slfp.com All rights reserved world wide © 1996 - 2008 Moore Design Group. |
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