iPhone launch helps to ring up 300 jobs

Published on Tuesday 6 November 2007 00:46

MORE than 300 jobs are being brought to Scotland to cope with demand for the much sought-after iPhone following its UK launch this week.

O2, which has an exclusive contract with Apple to sell the device in the UK, has taken on about 100 extra retail staff north of the Border - to cope with the expected "unprecedented demand" for the phone - and an additional 200 iPhone-designated staff at its Glasgow Skypark call centre.

But Apple, which sold its millionth handset within just 74 days of it going on sale in the United States, is facing a barrage of criticism from consumers angry that they are restricted to using the iPhone on the O2 network alone.

UK consumer websites, including www.dialaphone.co.uk are publishing details on how to unlock the iPhone, while others, such as www.appleiphoneunlock.co.uk are offering unlock packages to download.

Apple has warned that opening up the device might make it "permanently inoperable" when it releases future software updates.

Tom Royal, the deputy editor of Computeractive magazine, said: "If you have bought a phone on a contract, even if you did manage to unlock it, you would still have to pay a contract to the original network.

"The only difference here is that you do not buy a contract at the same time you buy an Apple phone and have to register your contract online at home, which is tempting people to trying to open it up to other networks." He added: "What is revolutionary about this phone is the way Apple has created something which will sell in such high numbers. I wouldn't underestimate Apple's ability to sell this phone: I think it will sell in very large volumes."

The phone, which is to go on sale at O2's own stores, as well as the Carphone Warehouse, Apple stores - including the one in Glasgow - and online, has been hyped as revolutionary, with its 3.5in touch-screen and a direct link to the iTunes wi-fi music store.

O2, which boasts 17.8 million customers - with 1.3 million in Scotland - is to run its main iPhone customer helpline from Glasgow. Another 500 customer service staff around the UK will be trained to deal with iPhone inquiries and 600 extra retail staff are to be employed in England, Wales and Northern Ireland.

David Lonsdale, the assistant director for CBI Scotland, said: "This is incredibly good news for Glasgow and for Scotland in general. I am very much looking forward to the launch of the iPhone and its impact in Scotland."

O2 said it was expecting queues outside its Scottish stores when the phone goes on sale at 6:02pm on Friday - an attempt to catch people on their way home. Its store at 135 Princes Street is to be one of three in the UK to host celebrations at the launch of the phone.

The store will shut for two hours at 4pm, in advance of a countdown to the launch, and will stay open until 10pm. John McGuigan, the general manager for O2's Glasgow call centre added: "We are preparing for a large volume of activity."

In the US, Apple also faced criticism from consumers after it reduced the price of the phone from $599 (300) to $299 just two months after launch.

THE 'MUST HAVE' THAT'LL BE HARD TO GET

WITH its sleek, hi-tech design and touch screen, the iPhone has been billed as a revolution in the mobile phone industry.

The 8GB phone/internet/organiser/iPod combination means owners will no longer have to fill their pockets with multiple electronic devices. Its 3.5in touch screen allows users to browse websites with ease - or even flip through pictures of their album covers.

Apple boasts the screen allows users to make calls, surf the internet or check an address with just one touch of a finger - ending the risk of repetitive strain injury from over exuberant button-pressing.

Subscribers automatically get access to wi-fi hot spots around the UK, accessible through an almost-computer quality Safari web browser, which Apple says will more than compensate for its lack of 3G - an omission which gives it a longer battery life.

Users can also see the caller's face pop up on screen - accompanied by one of 25 polyphonic ringtones.

They can also read, but not edit, PDF, JPEG, Word and Excel documents, while the audio and video quality is as top-notch as Apple's latest iPods.

But at 269, plus contract charges, the device is pricier than most mobile phones. And the exclusive deal with O2 means the network is able to set its own prices - with contracts ranging from 35 to 55.