Apple a la escuela.
Author | Galanternick, Mery |
Position | Apple Computer Incorporated; operaciones exteriores; Brasil - TT: Apple in schools. - TA: Apple Computer Incorporated; foreign operations; Brazil - Columna |
Apple computer ha decidido tomar por asalto el mercado escolar brasileño para aumentar sus ventas en la mayor economía latinoamericana. Con ese fin, el fabricante de computadoras ha desplegado su leal base de usuarios y programadores para crear programas que alimenten la demanda de las máquinas de la empresa. Esa iniciativa se produce en momentos en que Apple se sacude el polvo y sale de nuevo a dar batalla. Las ventas han mejorado en todo el mundo a raíz del lanzamiento del colorido modelo de escritorio iMac, y existe un consenso cada vez mayor de que a la Mac, pionera del sector, todavía le queda mucha vida. Aunque las ventas en Brasil son pequeñas (en 1998 se vendieron 19.000 unidades, en comparación con las 134.000 máquinas que vendió Compaq, según International Data Corp. (IDC) las ventas de Apple aumentaron un 34% en el cuarto trimestre de 1998, mientras que otros fabricantes batallaban por sobrevivir.
El software es un factor crucial para que Apple pueda vender sus máquinas. "Apple necesita ganar programadores que mantengan vigente su tecnología", afirma Loren Loverde, analista de IDC. Al ofrecer incentivos a los programadores Apple asegura que sus devotos cuenten con una buena dieta de programas.
Programadores independientes que trabajan con el Centro de Desarrollo de Recursos de Apple en Brasil ya han producido más de 180 títulos en portugués, así como software especializado para los bancos Bradesco y Unibanco. El centro coopera con empresas e individuos que generan programas en portugués. Apple ofrece apoyo técnico y mercadea los productos en ferias y exhibiciones de informática, mientras que los programadores mantienen los derechos sobre su obra y todos los ingresos por concepto de venta de sus productos.
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