Ananzi targets Apple users

Johannesburg, 25 Mar 2004

SA search portal Ananzi has created an environment specifically for Apple users.

Ananzi MD Mark Buwalda, himself an Apple fan, says Apple computer users who visit Ananzi in future will receive a targeted, customised look and content specifically tailored to them.

"Apple users have always been able to search and make full use of the Ananzi site, but now they will be automatically redirected to another section of the Ananzi site which is specifically designed for, and provides content aimed at, enhancing their Web experience."

Apple SA MD Bruno Verolini says the Ananzi site will help promote the fact there is a dedicated online store for the local Apple customer. The store is run by distributor the Core Group and offers an alternative to the dedicated retail chain.

"In many ways, South African Apple users have been lacking an online 'home` in terms of a search engine specifically designed to cater to their needs," says Core Group director RJ van Spaandonk.

"Studies around the world reveal that Apple users tend to be exceptionally brand loyal and are united by a common thread - their love of the platform."

With this in mind, the Apple section of the site now includes a look and feel revamp in line with Apple`s user interface. It also features forums, a South African online Apple store, a newsletter on Apple developments and links to pertinent Apple-related news and product sites.

"From a strategic business perspective, much has been written about mass customisation - providing individuals with sites and content which are tailored to their individual needs. While our initial launch of an Apple-specific search engine through Ananzi is not mass customisation in the true sense of the concept, it represents real market diversification that will enable us to provide our users with targeted information and resources," says Van Spaandonk.

Verolini adds: "We are following the Apple worldwide strategy of having an online channel as well and this is for the customer who knows exactly what he or she is looking for."

He says Apple has solved its distribution problems and most products are readily available. "We did have some logistical problems but we have caught up and we are now ahead of the supply curve."

Verolini says the popular Mini iPod music hard-drive will probably only be launched in May as Apple struggles to meet US and European demand.

The Ananzi site for Apple users can be visited at