ABSTRACT
What can we learn from this? And how is it applicable to your business? This was not a mere product launch on January 9, 2007. It was the launch of a new behavior space. The launch of a new ecosystem in the mobile device category, an ecosystem inclusive of new behaviors, new places to play in, and new devices to play on. The San Francisco event was the launch of a new corporate strategy. It was the explicit declaration of a strategic ambition, the ambition of creating and dominating an emerging new space.
