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Technology Stocks : Apple Inc.
AAPL 286.02+1.0%12:50 PM EST
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To: Marc Newman who wrote (6749)12/10/1997 7:44:00 PM
From: Eric Yang  Read Replies (2) of 213173
 
Number crunching time...

I hope the $12 million number only accounts for the online part of the online store.

Initially I felt that the number of customers who choosing between the 1-800 number and the online store would be about 50/50. But having placed two orders (both via the 800 #) in the last two days I now feel that the majority of the customers would place their order by directly calling Apple instead. There are several reasons for this.
1) the 800 number is displayed almost everywhere on the AppleStore.
2) you get to talk to a real person regarding details of rebates..etc
3) you get to know the product availability, exact amount (tax included) of your purchase, and a more accurate estimate date of shipping as well as a order number for tracking purposes.
4) like the online store, Apple's direct sales department is open 24 hrs a day

The online store will continue to attract customers. It is invaluable as a online product catalog with benchmark prices for the entire Mac community. But I think the bulk of direct orders will be placed through the 1-800 number. I would guess that at least 3-4 times as many people place their order by phone as the number of people ordering through the web online store.

Let's see:
$12 million in 30 days = average $0.4 million/day (online store)
$0.4 million X 4 = 1.6 million/ day (orders via 800 number)

Total of about $2.0 million/day for the entire AppleStore which is not a bad start.

Eric
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