Apple has kicked off 2019 with a long list of acquisitions that are driving the inorganic development company, trying to alleviate the stagnation in sales of its star products that we discussed in the última valoración de Apple.
In this case Apple has decided to diversify and acquire small and medium-sized companies in very different fields, in order to be able to improve the services currently offered and at the same time grow in digital content.
To this end, since February it has acquired four companies that carry out very different activities with the aim of generating synergies and accelerating the company's internal development.
In this post we will analyse these acquisitions and the target strategy of each of the operations.
Apple en marzo de 2019 ha adquirido Stamplay, una plataforma online que permite the creation of programmes and processes con una necesidad muy baja de conocimiento de codificación y programación, pudiendo a su vez integrar estas mismas con servicios en la nube.
The company's platform helps the integration, creation and automation of processes by allowing people from diverse backgrounds to collaborate in the creation, use and improvement of applications.
In this case, the acquisition seeks to be able to facilitate the integration of multidisciplinary teams within Apple, helping to avoid limiting the contributions of those with less programming training. A revolution that seeks to promote internal innovation based on diversity.
A mediados de marzo Apple adquirió Laserlike, una pequeña empresa orientada a la search and capture of relevant information for the userbased on cookies, previous searches and set interests.
Laserlike is able to search for information and news of interest to users on a continuous basis, being able to keep up to date with everything that is happening.
The purchase of this company aims to improve the automatic news services that Apple devices offer their users.
La adquisición de PullString es lo que en la jerga de los inversionistas anglosajones se llama “Acquihire”, es decir la aTalent acquisition through a buyout, usually small companies with very talented workers.
In this case, the specialisation of the company's workers is in the voice development for applicationsThe new device, with an artificial intelligence-based voice development capability, is capable of reproducing the voices of heroes and puppets such as Mickey Mouse, and is able to use its voice in voice services such as Siri.
The main objective of this acquisition is to enable Siri to compete with Alexa or Google's virtual assistant, and also to offer more attractive services for young audiences with voice playback of cartoons or heroes, a distinctive feature.
DataTiger es una empresa fundada en 2017 que pone a disposición de sus clientes una serie de herramientas para optimising the use of available information to improve customer retention and monetisation.
The platform aims to optimise the customer journey in real time and with omnichannel capacity. The company's competitive advantage lies in its capacity for personalisation and the possibility of integration with other applications.
Apple ha decidido adquirir esta compañía pensando en la mejora interna de los canales de marketing, buscando de este modo una mejoría en la captación de clientes de productos Apple mediante una mejora en el marketing interno.