Apple increases share in Japan

I read a column entitled “Apple shrewdly increases share behind Vista” [Japanese site].

According to a research conducted by BCN, the share of Apple (in Japan) in June was 4.8% while the number was 3.5% in February. This is not a big jump, but if you think about the hoopla around Windows Vista which was going on during the period that could have worked against Apple, it’s striking that they did increase their share.

Apple is slowly but steadily increasing its share in Japan. As mentioned above, they did it among the “hoopla around Windows Vista”. That's something.

The fact that Windows Vista was not so good as people expected might have advantaged Apple, too.

The column pointed the “aggressive promotions and campaigns” as a factor of their growth. For example,

- TV commercial starred Rahmens (Japanese comedy duo)
- Raised trade-in price of Windows PCs

Another point the column listed as a success factor was Apple Shops:

Apple has been opening Apple Shops in Japan since March 2007.

I agree. This shop strategy should have contributed to their sales growth.

Apple Shops (not Apple Stores) are the “shop-in-shops” Apple opened in cooperation with electronics retailers. Apple Shops are completed with the same fixture and furniture as Apple Stores and staffed with Mac-savvy professional staffs.

Apple opened its first Apple Shop in Japan in March 2007, and it now counts 11 nationwide. Apple is quietly but steadily expanding their space in retail stores.

I think the “Mac-savvy professional staffs” have made a considerable impact on their growth. Because thanks to them, I can now comfortably recommend Mac to my friends.

I used to recommend Windows to others if their friends were using Windows. You know, it’s important to have someone around to whom you can ask questions to.

The situation has changed drastically by the opening of Apple Stores. You go there, and there are professionals who happily answer your questions.

For example, I live in Urawa, but if I go to Ginza (there’s an Apple Store there), there’s always someone who can answer my questions. It gives me a great sense of reassurance. Every time my keyboard has gone haywire, they fixed it for me quickly. I really appreciate that.

These efforts are bringing huge results:

At our store, sales of Mac have been growing by 35%. The growth rate since the opening of the Apple Shop is more than we expected. The share of Apple is definitely increasing.

said the store manager of BICCAMERA Yurakucho. 35% is a big number. Yes, it might be because last year’s sales were too low, but still, it shows that Apple is enjoying steady and constant demand in the Japanese market.

The column also stated that the “hands-on seminars on weekends are also gaining popularity”. People are putting great value on that there is someone who can teach them and answer their questions.

There’s more.

It is hard to guess how many users are actually switching from Windows to Mac, but as a person who’s on the floor everyday talking with customers, I can say for sure that the number of people who switch from Windows to Mac are on the increase. (BICCAMERA Yurakucho store manager)

Many Mac users complain that “MacBook is good, but too big and heavy to carry around”. Even though they like MacBook, this could be a drawback in recommending Mac to others.

Well, what happens if a thinner and lighter version of MacBook is released around this holiday season? I have a hunch…