United States the Internet version of Wired magazine, wrote on Friday, although Apple with slow and careful way of crisis management saved many times, but this mode was not always able to work, to a large extent depends on luck. Therefore, Apple should change this as soon as possible, avoid suffer a more serious problem. Following is the text of the article:
Unique way of crisis management
Slow and careful are Apple’s product design, it also follows this approach when dealing with crisis management. They don’t worry, so always launches perfect product at the first time.
However, when you deal with the crisis, slow is not necessarily the best way.
United States MacWorld Editorial Director zhansen·sineier IT Web site (Jason
Snell) on Friday made a unique and interesting articles, analysis of the Apple way of crisis management. He pointed out that Apple’s crisis management pattern is clear: first, it will take a long time to give careful and detailed
Response fine. This is last week’s iPhone location data collection events and last year’s “antenna” are very good in expression.
This would seem to be contrary to the part of the concept of crisis management expert. According to these experts, enterprises should respond to the fastest speed on the crisis.
United States public relations company Senior Vice President of Levick Strategic Communications maikeer·luobinsen (Michael
Robinson), the media, said: “we live in a world in seconds. Business growth and destruction is also changing. If you spent a week this time, the next time it is possible to take a
A month. ”
Apple is not the only large enterprises for a slow response to the crisis. Sony also spent a whole week to recognize and expose massive vulnerabilities. Hackers could take this from the PlayStation Network in the user’s account to steal a large amount of personal information, including credit card data.
A study on April 20 disclosure report shows Apple iOS an unprotected file is stored within the user’s geolocation data, the oldest dating back to the 10 months ago. The file is stored near mobile phone base stations and Wi-Fi hotspot information left in the form of digital files of the users in the real world whereabouts.
Apple waited a week for this thing up with a response in the form of questions and answers, explains some of the errors committed by the company. When asked why it took so long, CEO of Apple shidifu·qiaobu
(Steve
Jobs) explains: “in order to understand these issues, we took a few days. After implementing it to literally, and that this very high-tech issues easier to understand, it spent a few days. By
In, it took less than a week. ”
In last year’s “antenna” in the event, part of the user that, when a particular gesture holds iPhone
At 4 o’clock, weakening of the signal occurs. In explaining why Apple when slow, jobs also gave a similar explanation, he said at a news conference: “we heard signal issue 22 days ago, and began to bury
Head for hard work. This three weeks, we do not have to escape it. ”
In both cases, Apple’s slow and careful approach to the crisis seems to be effectively resolved the issue, despite the slower than expected.
Harve Presnell believes that, in the “antenna” event, Apple this violation of the general crisis management approach does not seem to damage to its composition, this can be verified from the subsequent surge in sales. Therefore, Apple in the geolocation data breach also is expected to total body and back.
“I don’t think Apple has reason to believe that this form of crisis management has in place properly. “Harve Presnell wrote.
But is is important to note that, in another major crisis, the Apple one way slow response does not get very good results.
Troubleshooting MobileMe improper
Review the scenario when MobileMe just released. This is one of the annual fee is US $ 100 online e-mail, calendar and address book service.
When released in 2008, MobileMe is full of loopholes and failure. Things then worse, 1% (about 20,000 people) Apple MobileMe users unable to use email up to several weeks. Users report that failed even to lose thousands of e-mails in the short term.
Although this event affects only a small part of MobileMe users, but the e-mail failure is a very serious problem, especially for a paid service. You may lose important admission notifications or messages from friends.
MobileMe failure industry play called “MobileMess” during this period, Apple has not published on the media interview requests to respond to. Even for users, the company has just issued a vague statement, despite the recognition of the problem, but did not give a clear estimate on solving the problem of time.
Apple still take in the event of a slow and cautious style of crisis management, but the results are completely different.
E-mail is not available within a few weeks time, Apple does not update messages on a regular basis in order to keep users informed of the latest progress. They only update a status is “we understand that this is a serious problem, apologized and the interruption of the service. We are working to restore your services. ”
But when you solve the problem, but it was too late. MobileMe brand has been destroyed. Technology columnists have reached a consensus: MobileMe “does not conform to Apple’s standards”. Even Steve jobs would accept such a view.
The New York Times columnist Begg, David (David
Pogue) in 2008 in response to this matter the author said: “Apple has admitted that the incident, which is very surprising. This would be the aircraft was stuck on the runway for several hours without food or toilet, and flight
Not informed of specific situations and events, as well as using a broadcast about the processing time. Instead, he only every three hours once again: ‘ we apologize for the inconvenience caused to you. ’”
Data events, what’s the difference between MobileMe and geographic location? MobileMe incidents, by the fault and e-mail interruptions of users want to get answers, but they did not get Apple’s attention. Therefore, for many people, MobileMe is no longer trustworthy.
Geographic data breach incidents, mainly require Apple to transparency media and members of Congress, not thousands of Apple users. Therefore, perhaps can still continue to sell millions of Apple iPhone.
Users need to quickly respond
While Apple on the geographical location of a data breach response to some late, but I can do to effect, but it may not be the best way to deal with. The user is not only journalists, has the right to understand product issues as quickly as possible.
If Apple’s explanation is true, then when they view the file, you should know that storage for nearly a year of user location data is in error. They should admit error as soon as possible, in order to defuse the crisis, and then later commitment to detailed explanations and solutions.
Apple even should be prepared to respond to programme specifically for this matter. When asked about related issues, should Apple allow reporters to view the company’s General Counsel a year ago to the United States, Massachusetts, Democratic Party member of Parliament of love
Dehua·Maji (Edward Markey) disclosed a letter about iPhone 4 geographic positioning mode. Most problems are related to this incident can be found in this letter answers.
Finally, the location data is publicly available, is because Apple’s security team did not disclose the event’s problems, the two data technology solutions. The two researchers said in the report: “we have contacted Apple product security team, but they did not respond. ”
Slow and cautious way to crisis response and perhaps suitable for Apple, but in the geolocation data in the event, as long as a simple response can avoid the occurrence of the whole thing.
Fortunately, this does not immediately cause too much concern, but when Apple when you suffer a more serious problem in the future, perhaps not so lucky. Experience the next “MobileMess” front, they need to re-evaluate the current crisis management.
SINA technology
Tags: needs, regain, Still, trust
