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∏ A°OPA EN¢YMATøN TH ƒøIA
KAI TO πPAH§
ΔÔ ÁÚ·ÊÂ›Ô ENTERPRISE
EUROPE NETWORK ÙÔ˘ μ∂∞
Âͤ‰ˆÛ ÂÓËÌÂÚˆÙÈÎfi ¤ÓÙ˘appleÔ
Ì ÙÔ ÔappleÔ›Ô appleÏËÚÔÊÔÚ› Ù· ̤ÏË ÙÔ˘
ÁÈ· ÙȘ ·ÁÔÚ¤˜ ÂÓ‰˘Ì¿ÙˆÓ ÛÙË ƒˆ-
Û›· Î·È ÙÔ πÛÚ·‹Ï.
ñ ∏ ·ÁÔÚ¿ ÂÓ‰˘Ì¿ÙˆÓ Ù˘ ƒˆÛ›·˜
∏ ·ÁÔÚ¿ ÂÓ‰˘Ì¿ÙˆÓ ÛÙË ƒˆÛ›· apple·-
ڷ̤ÓÂÈ ¤Ó·˜ ·applefi ÙÔ˘˜ appleϤÔÓ ‰˘Ó·ÌÈ-
ÎÔ‡˜ ÙÔÌ›˜ Ù˘ ÔÈÎÔÓÔÌ›·˜ ‰Â‰Ô̤ÓÔ˘
fiÙÈ, ·applefi ÙÔ 2001 Î·È ÌÂÙ¿, apple·ÚÔ˘ÛÈ¿˙ÂÈ
·Ó¿appleÙ˘ÍË Ù˘ Ù¿Í˘ ÙÔ˘ 20-30%. √ ÙÔ-
̤·˜ ÂÓ‰˘Ì¿ÙˆÓ ΢ÚÈ·Ú¯Â›Ù·È Î·Ù¿
80% ·applefi ͤÓÔ˘˜ appleÚÔÌËıÂ˘Ù¤˜.
ÙÔ ÌÂÚ›‰ÈÔ ·ÁÔÚ¿˜ ÙˆÓ Í¤ÓˆÓ apple·Ú·-
ÁˆÁÒÓ ·˘Í¿ÓÂÙ·È Î·Ù¿ 4-5%, ÂÙËÛ›ˆ˜.
ÙË ÚˆÛÈ΋ ·ÁÔÚ¿ ˘apple¿Ú¯ÂÈ ÙÔ 50% ÙˆÓ
Â˘Úˆapple·˚ÎÒÓ Ì·ÚÎÒÓ. ∂apple›Û˘, ˘apple¿Ú-
¯Ô˘Ó 120 ͤÓ˜ ·Ï˘Û›‰Â˜ ‰È·ÓÔÌ‹˜, ÔÈ
Ôappleԛ˜ ηٷٿÛÛÔÓÙ·È ÛÙËÓ Î·ÙËÁÔÚ›·
«Ì·˙È΋˜ ·ÁÔÚ¿˜». √È ·Ï˘Û›‰Â˜ ·˘Ù¤˜
apple·ÚÔ˘ÛÈ¿˙Ô˘Ó ÂÙ‹ÛÈÔ Î‡ÎÏÔ ÂÚÁ·ÛÈÒÓ
‡„Ô˘˜ 80-100 ÂÎ.‰ÔÏ·Ú›ˆÓ, Î·È ÔÈ ÌÂÁ·-
χÙÂÚ˜ ·applefi ·˘Ù¤˜ apple·ÚÔ˘ÛÈ¿˙Ô˘Ó ·Ó¿-
appleÙ˘ÍË Ù˘ Ù¿Í˘ ÙÔ˘ 30-40%, ÂÙËÛ›ˆ˜.
OÛÔÓ ·ÊÔÚ¿ ÛÙÔ ÎÔÌÌ¿ÙÈ ¯·ÌËÏÔ‡
ÂappleÈapple¤‰Ô˘, ÔÈ ÌÂÁ·Ï‡ÙÂÚÔÈ appleÚÔÌËı¢-
Ù¤˜ Â›Ó·È Ë ∫›Ó· Î·È Ë ΔÔ˘ÚΛ·, Ù· appleÚÔ˚fiÓÙ·
ÙˆÓ ÔappleÔ›ˆÓ ηٷϷ̂¿ÓÔ˘Ó Û¯Â-
‰fiÓ ÙÔ 50% Ù˘ Û˘ÓÔÏÈ΋˜ ·ÁÔÚ¿˜. ªÂ-
ٷ͇ ÙˆÓ Î˘ÚÈfiÙÂÚˆÓ ∂˘Úˆapple·›ˆÓ appleÚÔ-
ÌËı¢ÙÒÓ Î·Ù·Ù¿ÛÛÔÓÙ·È Ë πÙ·Ï›·, Ë
°ÂÚÌ·Ó›·, Ë °·ÏÏ›·, Ë ªÂÁ¿ÏË μÚÂÙ·-
Ó›·, Ë πÛapple·Ó›· Î·È Ë Ôψӛ·.
ñ ∏ ·ÁÔÚ¿ ¤ÙÔÈÌÔ˘ ÂÓ‰‡Ì·ÙÔ˜
ÙÔ˘ πÛÚ·‹Ï
To πÛÚ·‹Ï ‰È·ı¤ÙÂÈ ·ÍÈfiÏÔÁË apple·Ú·-
ÁˆÁ‹ ¤ÙÔÈÌÔ˘ ÂÓ‰‡Ì·ÙÔ˜. ‡Ìʈӷ ÌÂ
ÛÙÔȯ›· Ù˘ ÈÛÚ·ËÏÈÓ‹˜ ÛÙ·ÙÈÛÙÈ΋˜
˘appleËÚÂÛ›·˜, ÛÙÔÓ ÎÏ¿‰Ô ¤ÙÔÈÌÔ˘ ÂÓ‰‡-
Ì·ÙÔ˜ (appleÏËÓ ÙÔ˘ appleÏÂÎÙÔ‡ ÂÓ‰‡Ì·ÙÔ˜)
‰Ú·ÛÙËÚÈÔappleÔÈÔ‡ÓÙ·È appleÂÚ› ÙȘ 566 apple·Ú·-
ÁˆÁÈΤ˜ ÌÔÓ¿‰Â˜ (ˆ˜ Âapple› ÙÔ appleÏ›ÛÙÔÓ ÌÈ-
ÎÚ¤˜ Î·È ÌÂÛ·›Â˜ ÂappleȯÂÈÚ‹ÛÂȘ) Î·È ·apple·-
Û¯ÔÏÔ‡ÓÙ·È appleÂÚ› ÙÔ˘˜ 5.400 ÂÚÁ·˙Ô̤-
ÓÔ˘˜. √ ÂÁ¯ÒÚÈÔ˜ ÎÏ¿‰Ô˜ ¤ÙÔÈÌÔ˘ ÂÓ-
‰‡Ì·ÙÔ˜ ¤¯ÂÈ ¤ÓÙÔÓÔ ÂÍ·ÁˆÁÈÎfi appleÚÔÛ·-
Ó·ÙÔÏÈÛÌfi Î·È Î‡ÚȘ ·ÁÔÚ¤˜ appleÚÔÔÚÈ-
ÛÌÔ‡ ÙˆÓ ÈÛÚ·ËÏÈÓÒÓ ÂÍ·ÁˆÁÒÓ ÂÓ‰˘-
Ì¿ÙˆÓ Â›Ó·È Ë ∂˘ÚÒappleË Î·È ÔÈ ∏∞.
∫‡ÚÈ· ̤ıÔ‰Ô˜ ÂÈÛfi‰Ô˘ ÙˆÓ Í¤ÓˆÓ
ÂÙ·ÈÚÂÈÒÓ ÏÈ·ÓÈ΋˜ ÂÌappleÔÚ›·˜ ÂÓ‰˘Ì¿-
ÙˆÓ ÛÙËÓ ·ÁÔÚ¿ ÙÔ˘ πÛÚ·‹Ï Â›Ó·È Ë ‰È-
ηÈfi¯ÚËÛË (franchise).
√È ÂÈÛ·ÁˆÁ¤˜ Û ÂÓ‰‡Ì·Ù· Î·È Û˘-
ÌappleÏËÚÒÌ·Ù· ÙÔ˘ ÂÓ‰‡Ì·ÙÔ˜, appleÏÂÎÙ¿
·applefi ÙËÓ ∂ÏÏ¿‰·, ÙËÓ appleÂÚ›Ô‰Ô 2007-09
Î˘Ì·›ÓÔÓÙ·È Û ¯·ÌËÏ¿ Âapple›apple‰·:
EÙÔ˜ ∞Í›·
- 2009: 443.000 ‰ÔÏ¿ÚÈ·
- 2008: 397.000 ‰ÔÏ¿ÚÈ·
- 2007: 188.000 ‰ÔÏ¿ÚÈ·
∫˘ÚÈfiÙÂÚ· ÂÈÛ·ÁfiÌÂÓ· appleÚÔ˚fiÓÙ· ·-
applefi ÙË ¯ÒÚ· Ì·˜ Â›Ó·È Î·ÏÛfiÓ-οÏÙÛ˜
(·Í›· ÂÈÛ·ÁˆÁÒÓ 232.000 ‰ÔÏ. ÙÔ 2009)
Î·È T-shirts (·Í›· ÂÈÛ·ÁˆÁÒÓ ÙÔ 2009,
141.000 ‰ÔÏ¿ÚÈ·).
∂ÚˆÙ‹ÛÂȘ ÌÂÏÒÓ ÙÔ˘ μ∂∞ ÁÈ· appleÚÔ‚Ï‹Ì·Ù¿ ÙÔ˘˜
∂ÚÒÙËÛË: ∂›Ó·È ˘appleÔ¯ÚˆÙÈ΋ Ë ·ÛÊ¿ÏÈÛË ÙˆÓ Û˘ÁÁÂÓÈ-
ÎÒÓ appleÚÔÛÒappleˆÓ ÛÙËÓ Âappleȯ›ÚËÛË; ΔÈ ÈÛ¯‡ÂÈ Ì ÙȘ ·appleÔ‰Ô¯¤˜;
∞apple¿ÓÙËÛË: ∏ ·ÛÊ¿ÏÈÛË ÙˆÓ appleÚÔÛÒappleˆÓ appleÔ˘ ·apple·Û¯ÔÏÔ‡-
ÓÙ·È ÛÙËÓ Âappleȯ›ÚËÛË ÂÚÁÔ‰fiÙË Ì ÙÔÓ ÔappleÔ›Ô Â›Ó·È Û‡˙˘ÁÔÈ ‹
Û˘ÁÁÂÓ›˜ ·ãÎ·È ‚ã ‚·ıÌÔ‡ Â›Ó·È ˘appleÔ¯ÚˆÙÈ΋, fi¯È fï˜ ·˘-
ÙÔ‰›Î·ÈË. ∞˘Ùfi ÛËÌ·›ÓÂÈ fiÙÈ ÁÈ· Óã ·Ú¯›ÛÂÈ Î·È Ó· ÙÂÏÂÈÒÛÂÈ Ë
·ÛÊ·ÏÈÛÙÈ΋ Û¯¤ÛË, ı· appleÚ¤appleÂÈ Ó· ·Ó·ÁÁÂÏı› ¤ÁÁÚ·Ê· ÛÙÔ
π‰Ú˘Ì· (π∫∞), Ë ¤Ó·ÚÍË Î·È Ë ‰È·ÎÔapple‹ Ù˘ ·apple·Û¯fiÏËÛ˘ ·applefi
ÙÔ ·apple·Û¯ÔÏÔ‡ÌÂÓÔ appleÚfiÛˆappleÔ ‹ ·applefi ÙÔÓ ·appleÔ‰¤ÎÙË ÙˆÓ ˘appleË-
ÚÂÛÈÒÓ ÙÔ˘. ÚÔ¸applefiıÂÛË ‚¤‚·È· Ù˘ ¤Ó·Ú͢ ‹ Ù˘ ‰È·ÎÔapple‹˜,
Â›Ó·È Ë ‰È·apple›ÛÙˆÛË Ù˘ ¤ÁÁÚ·Ê˘ ·Ó·ÁÁÂÏ›·˜ ·applefi Ù·
fiÚÁ·Ó· ÙÔ˘ π‰Ú‡Ì·ÙÔ˜.
√È ÂÈÛÊÔÚ¤˜ ‰ÂÓ ÌappleÔÚÔ‡Ó Ó· ˘appleÔÏÔÁ›˙ÔÓÙ·È Û ·ÛÊ·ÏÈ-
ÛÙÈ΋ ÎÏ¿ÛË Î·ÙÒÙÂÚË ·applefi ·˘Ù‹ appleÔ˘ ·ÓÙÈÛÙÔȯ› ÙÔ ËÌÂÚÔ-
Ì›ÛıÈÔ ÙÔ˘ ·ÓÂȉ›Î¢ÙÔ˘ ÂÚÁ¿ÙË. √È appleÂÚÈÔÚÈÛÌÔ› Ù›ıÂÓÙ·È ˆ˜
appleÚÔ˜ Ù· ηÙÒÙÂÚ· fiÚÈ·.
√ ·ÚÈıÌfi˜ ÙˆÓ ËÌÂÚÒÓ ·ÛÊ¿ÏÈÛ˘ ηٿ Ì‹Ó·, appleÚÔÛ‰ÈÔ-
Ú›˙ÂÙ·È ÛÂ 25.
ËÌ›ˆÛË: ˘ÛÙ‹ÓÂÙ·È apple¿ÓÙÔÙ appleÚÈÓ ·applefi οı ÂÓ¤Ú-
ÁÂÈ· Û¯ÂÙÈ΋ Ì ÙËÓ ·ÛÊ¿ÏÈÛË appleÚÔÛÒappleÔ˘, Ó· ·apple¢ı‡ÓÂ-
ÛÙ ÛÙȘ ˘appleËÚÂۛ˜ ÙÔ˘ π∫∞ ÁÈ· Ó· ›ÛÙ ‚¤‚·ÈÔÈ ÁÈ· ÙËÓ È-
Û¯‡ ÙˆÓ ‰È·Ù¿ÍÂˆÓ Î·È Ó· ·appleÔʇÁÂÙÂ Ù˘¯fiÓ ·Î˘ÚfiÙËÙ·
οappleÔÈˆÓ appleÚ¿ÍÂˆÓ Ù˘ Âappleȯ›ÚËÛ˘ Î·È appleÚfiÛÙÈÌ·.
22 BIOTEXNIKA £EMATA u π∞¡√À∞ƒπ√ - º∂μƒ√À∞ƒπ√ 2011