May 19, 2020

Apple’s new streaming service set to topple Netflix

pauline cameron
3 min
Apple’s new streaming service set to topple Netflix

Apple TV was announced on 22 October free for Apple consumers and is set to reach over 130mn customers in its first year

Netflix has dominated the streaming service market since it launched its online platform in 2010. The company first started as a DVD rental and sales service in 1997 but as the value of hardcopy media declined its attention shifted towards the digital sector. This transformation established a global giant in streaming services, at a time when the likes of Spotify (est 2006) and Apple’s podcast platform (est 2005) were creating ripples through the media distribution industry.

Now Apple is set to take to the forefront of the market with its new Apple TV platform, a service that will be free for the first year to any consumer who has purchased Apple products during or after the services release, and US$5.99 after that. Apple anticipates 130mn sales from iPhones alone, this, combined with sales of MacBooks, iPods, iPad or iPhone would see Apple TV ’s membership base soar past Netflix’s 160mn, according to the Wall Street brokerage, Wedbush.

Wedbush said of the launch, “Apple is offering Apple TV free for a year … to help stimulate demand for its trifecta of (new) smartphones,” Wedbush said. “Cook & Co. recognize this is a crucial product cycle.”


The streaming market has become saturated with options for consumers in recent history with NowTV, Hulu and Amazon Prime all making services competing for the top spot. Disney is also releasing Disney Plus on 12 November, which has already claimed four out of the five highest grossing shows Netflix had on offer, after it laid claim to the Marvel comics shows already succeeding on Netflix.

Apple TV has committed a budget of US$2bn to the production of titles aimed to draw in new customers to Apple’s latest platform. With a new show being released each week to keep a steady flow of original titles. This is in comparison to Netflix’s US$15bn dedicated to creating original content, which paid for 700 new shows last year. Although competition could be fierce, Apple have adopted a similar business model to Amazon Prime, where it provides a service independent of the streaming service. In Amazon Prime’s case it is next day delivery and a host of other benefits from their eCommnerce platform. Apple will be able to offer this service as an added perk to anyone considering buying one of the Apple products included in the offer, meaning consumers may not have to choose between the two services to begin with.

What this means for consumers is that there will be more on offer than ever before with some of the barriers between these services being broken down. Customers may have already become invested in shows appearing on the Disney Plus service, or by circumstances find themselves with Amazon Prime and Apple TV memberships over the next year. This diversity of choice will put these streaming services in fierce competition as companies invest billions of dollars to produce quality entertainment. 

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Jun 13, 2021

Marketing matters: from IBM to Kyndryl

Kate Birch
5 min
Former CMO for IBM Americas Maria Bartolome Winans was recently named CMO for Kyndryl. Maria talks about her new role and her leadership style

Former Chief Marketing Officer for IBM Americas, and an IBM veteran of more than 25 years, Maria Bartolome Winans was recently named CMO for Kyndryl.

Prior to joining Kyndryl as Chief Marketing Officer, Maria had a 25-year career at IBM, most recently as the tech giant’s CMO where she oversaw all marketing professionals and activities across North America, Canada and Latin America. She has held senior global marketing positions in a variety of disciplines and business units across IBM, most notably strategic initiatives in Smarter Cities and Watson Customer Engagement, as well as leading teams in services, business analytics, and mobile and industry solutions. She is known for her work with teams to leverage data, analytics and cloud technologies to build deeper engagements with customers and partners.

With a passion for marketing, business and people, and a recognized expert in data-driven marketing and brand engagement, Maria talks to Business Chief about her new role, her leadership style and what success means to her.

You've recently moved from IBM to Kyndryl, joining as CMO. Tell us about this exciting new role?

I’m Chief Marketing Officer for Kyndryl, the independent company that will be created following the separation from IBM of its Managed Infrastructure Services business, expected to occur by the end of 2021. My role is to plan, develop, and execute Kyndryl's marketing and advertising initiatives. This includes building a company culture and brand identity on which we base our marketing and advertising strategy.

We have an amazing opportunity ahead at Kyndryl to create a company brand that will stand apart in the market by leading with our people first. Once we are an independent company, each Kyndryl employee will advance the vital systems that power human progress. Our people are devoted, restless, empathetic, and anticipatory – key qualities needed as we build on existing customer relationships and cultivate new ones. Our people are at the heart of this business and I am deeply hopeful and excited for our future.

What experiences have helped prepare you for this new opportunity?

I’ve had a very rich and diverse career history at IBM that has lasted 25+ years. I started out in sales but landed explored opportunities at IBM in different roles, business units, geographies, and functions. Marketing and business are my passions and I landed on Marketing because it allowed me to utilize both my left and right brain, bringing together art and science. In college, I was no tonly a business major, but an art major. I love marketing because I can leverage my extensive knowledge of business, while also being able to think openly and creatively.

The opportunities I was given during my time at IBM and my natural curiosity have led me to the path I’m on now and there’s no better next career step than a once-in-a-lifetime-opportunity to help launch a company. The core of my role at Kyndryl is to create a culture centered on our people and growing up in my career at IBM has allowed me to see first-hand how to prioritize people and ensure they are at the heart of progress in everything Kyndryl will do.

How would you describe your leadership style?

I believe that people aren't your greatest assets, they are your only assets. My platform and background for leadership has always been grounded in authenticity to who I am and centered on diversity and inclusion. I immigrated to the US from Chile when I was 10 years old and so I know the power and beauty that comes from leaning into what makes you different from other people, and that's what I want every person in my marketing organization to feel – the value in bringing their most authentic self to work every day. The way our employees feel when they show up for themselves authentically is how they will also show up for our customers, and strong relationships drive growth.

I think this is especially true in light of a world forever changed by the pandemic. Living through such an unprecedented time has reinforced that we are all humans. We can't lead or care for one another without empathy and I think leaders everywhere have been reminded of this.

What’s the best leadership advice you’ve received?

When I was growing up as an immigrant in North Carolina, I often wanted to be just like everyone else. But my mother always told me: Be unique, be memorable – you have an authentic view and experience of the world that no one else will ever have, so don't try to be anyone else but you.

What does success look like to you?

I think the concept of success is multi-faceted. From a career perspective, being in a job where you're respected and appreciated, and where you can see how your contributions are providing value by motivating your teams to be better – that's success! From a personal perspective, there is no greater accomplishment than investing in the next generation. I love mentoring younger professionals – they are the future. I want my legacy as a leader to include providing value in work culture, but also in leaving a personal impact on the lives of professionals who will carry the workforce forward. Finding a position in life with a job and company that offers me a chance at all of that is what success looks like to me.

What advice would you give to your younger self just starting out in the industry?

I've always been a naturally curious person and it's easy for me to over-commit to projects that pique my interest. I've learned over years of practice how to manage that, so to my younger self I’d say… prioritize the things that are most important, and then become amazing at those things.

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