How truly innovative is the iPhone 3G?

This blog post was originally carried on the Deal Architect blog

Steve Jobs is a genius when it comes to product design. But as I have been cataloging for years now on the New Florence blog, I like the Doblin framework which also looks at innovations in channel, processes, business model not just the product.

So how would I score the 3G phone on a broader innovation scorecard using some of the other Doblin focus areas?

Core Processes: A+

Mind-boggling - the logistics behind coordinating the global supply chain (dominated by Taiwanese component suppliers but also leveraging Japan, China, US, UK and other suppliers), the shipments for simultaneous launch in 24 countries, the reverse logistics of returning the first-gen phones - all at back breaking speed and under the never-before scale of intrusion from media and bloggers.

Product Design: A

While there are many features like GPS, and the aesthetics of the product have improved, a number of incumbent users have actually been disappointed that basic features like cut and paste, voice calling etc are still missing

Channel: B+

While some complain that many of the applications are "lightweight", the speed at which the apps ecosystem has come alive is impressive. The global rollout (and related channel challenges) to another 60 countries in a year is ambitious, to say the least. If the global rollout goes off flawlessly, I would raise my score to an A.

Customer Experience: B

While the product itself is joyful,  and Apple is innovating product education, the hitches with the service initiation, and the periodic billing and other dealings with AT&T (and its peers in other countries) will likely dilute the experience.

Service: B-

While customers rave about the experience at the Apple Store (in general around Macs, iPods etc), they may have to deal more with AT&T. AT&T Mobility's in-store experience has been improving the last couple of years, but the on-line and call center experience is still lacking. AT&T's attitude to service is summarized in this business practice - open for sales on Sunday, but not for call center service. Surely 3-5 million of its 60 million plus wireless customers need some technical or administrative help on a given Sunday?   

Business Model: C

Any joy Apple planned to bring to its customers with the "half the price" campaign has been mocked at by AT&T's confusing rules (only 35% of consumers will actually qualify for the $ 199 price) and the AT&T network's increased TCO. If anything, Apple was innovative with the first iPhone in trying to break the traditional model of carriers like AT&T subsidizing the device but getting a lock-in contract. With 3G. it has regressed to the traditional carrier model, at the time when consumer lawsuits related to that practice are escalating.

This blog post was originally carried on the Deal Architect blog

Steve Jobs is a genius when it comes to product design. But as I have been cataloging for years now on the New Florence blog, I like the Doblin framework which also looks at innovations in channel, processes, business model not just the product.

So how would I score the 3G phone on a broader innovation scorecard using some of the other Doblin focus areas?

Core Processes: A+

Mind-boggling - the logistics behind coordinating the global supply chain (dominated by Taiwanese component suppliers but also leveraging Japan, China, US, UK and other suppliers), the shipments for simultaneous launch in 24 countries, the reverse logistics of returning the first-gen phones - all at back breaking speed and under the never-before scale of intrusion from media and bloggers.

Product Design: A

While there are many features like GPS, and the aesthetics of the product have improved, a number of incumbent users have actually been disappointed that basic features like cut and paste, voice calling etc are still missing

Channel: B+

While some complain that many of the applications are "lightweight", the speed at which the apps ecosystem has come alive is impressive. The global rollout (and related channel challenges) to another 60 countries in a year is ambitious, to say the least. If the global rollout goes off flawlessly, I would raise my score to an A.

Customer Experience: B

While the product itself is joyful,  and Apple is innovating product education, the hitches with the service initiation, and the periodic billing and other dealings with AT&T (and its peers in other countries) will likely dilute the experience.

Service: B-

While customers rave about the experience at the Apple Store (in general around Macs, iPods etc), they may have to deal more with AT&T. AT&T Mobility's in-store experience has been improving the last couple of years, but the on-line and call center experience is still lacking. AT&T's attitude to service is summarized in this business practice - open for sales on Sunday, but not for call center service. Surely 3-5 million of its 60 million plus wireless customers need some technical or administrative help on a given Sunday?   

Business Model: C

Any joy Apple planned to bring to its customers with the "half the price" campaign has been mocked at by AT&T's confusing rules (only 35% of consumers will actually qualify for the $ 199 price) and the AT&T network's increased TCO. If anything, Apple was innovative with the first iPhone in trying to break the traditional model of carriers like AT&T subsidizing the device but getting a lock-in contract. With 3G. it has regressed to the traditional carrier model, at the time when consumer lawsuits related to that practice are escalating.