He went bankrupt three occasions, but one post changed the whole lot: the story of the ‘King of the iPhone’ – 05/08/2022

How lengthy does it take to construct an empire? Or, on this case, a kingdom? For businessman Wissam Mohamed Atie, 35, often called the ‘King of the iPhone’, it took 15 years – and three bankruptcies. He even tried to promote denims.

The success even got here with the technical help devoted to Apple. From a small field in Santa Ifigênia, opened in 2013, it expanded to a headquarters that’s nonetheless in the group, a department in Itaim Bibi and a kiosk at the Mega Polo middle in Brás. In complete, he coordinates 50 workers.

If the story looks as if a fairy story, there was a “father of fado”: the writer Caio Rossoni. In 2016, he reached for assist with an iPhone that will not value. Atie discovered the restore so easy that it did not even cost.

Shocked, Caio determined to share the story on Facebook. In a number of days, the post had over 70,000 shares. The consequence: the quantity of clients at Atie’s store jumped from 10 a day to 150.

With his normal calmness, Atie sums it up: “A cheerful buyer is your organization’s armored soldier.”

Atie: the passion for the iPhone does not decrease - Fernando Moraes / UOL - Fernando Moraes / UOL

Atie: the ardour for the iPhone isn’t reducing

Image: Fernando Moraes/UOL

know promote

Atie realized the worth of good customer support on his first try as an entrepreneur: promoting MP3 gamers. It was 2007, the top of the music participant’s success.

The competitors in Santa Ifigênia was already sturdy. He bought a 500 MB mannequin for R $ 75. But his neighbor, a Chinese, supplied a 1 GB mannequin for R $ 50.

“The worth of the product is what the market dictates. And with that I misplaced, as a result of I did not have the capital to have a big inventory”, he remembers.

But he had a distinction: he all the time defined to the shopper obtain music, create folders, and many others. – one thing he couldn’t compete with.

“I’ve all the time preferred know-how, I’ve all the time been a weirdo,” he says. His childhood was spent in his father’s electronics retailer in Ciudad del Leste, Paraguay, when his household nonetheless lived in Foz do Iguaçu (PR).

“I believed it was unusual that some guys with some shops have been promoting Nintendo 64, PlayStation, the newest Mortal Kombat, as if that was nothing. The man did not give a very good rationalization, he did not know encourage the buyer to take the product. caught in my head.”


Wissam Mohamed Atie, who attended the 'King of the iPhone' - Personal Archive - Personal Archive

In the outdated presence of the ‘King of the iPhone’

Image: Personal Archive

In 2008 and 2009, Atie determined to compete in the automobile stereo market, which was sizzling in Santa Ifigênia. It labored, but there was no expertise to handle the firm.

“When you do not know lead and also you get it mistaken, that is an issue. But once you do properly, it is one other downside. Is it time to open one other enterprise or change automobiles? Or a down fee on an house. ?’ At that time I broke,” he says.

He even missed the level and tried to get again far-off from know-how: promoting garments and denims, in Bras. There was no product information to entice the buyer and shut the deal. In 4 months, he launched it and tried to comply with his father’s instance, promoting merchandise from Paraguay. It did not work in any respect.

In 2013, he returned to Santa Ifigênia, but with a really totally different setting, with low site visitors. He employed a good friend, who was an electronics technician, and seeing him restore telephones introduced again that outdated ardour.

“I ended up taking an curiosity. I already knew repair it, jailbreak [tipo de desbloqueio de iOS para apps não autorizados pela Apple]operator fixing, these issues”, he remembers.

At first, he additionally put in Android, but ended up primarily in iPhone. “Apple does not like your gadgets fastened, they need you to purchase a brand new one,” stated Atie. However, he took a danger: he changed the title of the field to the King of the iPhone.

The visionary prophecy started to come back true.

April 25, 2016: Everything has changed

Atie King of iPhone - personal file - personal file

Atie: screens “emergency” for the superb queue in 2016

Image: Personal Archive

Caio Rossoni’s viral post labored higher than any startup accelerator. Two days later, there was already a line reaching the nook of the pavement.

Atie had no doubts: “I went out to purchase umbrellas from road distributors in order that the individuals would not be in the solar. Everything to maintain clients secure.”

Some time later, the identical downside, one other answer: the iPhone King had grow to be so well-liked that the entrepreneur took up area in six shops at the again of Shopping 51. Customers waited as much as two hours to time in nice warmth. Atie began freely giving ice cream – at no cost.

“The crowd went loopy. There have been individuals who took photos with two or three ice lotions”, he remembers. “Brazilians are usually not used to this. A cone value me R$0.30. How a lot does an hour of your sitting value?”, he ponders.

Due to the pandemic, the system needed to be taken down, but he has plans to provide clients one thing enjoyable in the close to future – for now, it is a secret.

This was not the solely impact of Covid-19. Technical help remained open, as it’s thought-about a necessary service by the Government of São Paulo. But the injury to the financial system has already been executed.

“The scenario in the nation isn’t good. You look in every single place and the motion is weak”, he assesses.

Atie in the main store of the iPhone King - Fernando Moraes / UOL - Fernando Moraes / UOL

Fire at the flagship retailer of the iPhone King

Image: Fernando Moraes/UOL

Always it: the buyer

For Atie, the highway to restoration is the identical as he is been utilizing all his life: buyer focus. “Today, the market is lit as a result of in any space it’s simple to search out technical help. But the buyer who is aware of nonetheless comes to search out it and new ones come.”

“Our distinction is that we’ve all the time studied person habits as a result of it has to do with what occurs in the system”, he explains. An instance? When Atie discovered many bent iPhone 6 Plus , he realized that the downside was not in the cellphone, but in the proprietor’s pocket.

“The man would put it in his again pocket and sit down. The button is spherical, he bends the system. There isn’t any approach”, he explains.

Of course, a pocket is a horrible enemy for any outfit – particularly denims.

“The man retains his iPhone there. It goes into the fur charging pit. Then he goes to the bar. He leaves his cellphone on the desk. He pours beer. Then he goes again into his pocket. More fur, extra mud. And each time he places the cable in, join, it pushes that additional in. The connection goes down”, he summarizes.

Instead of shelling out $180 for the dock, Atie acquired used to choosing up his machine and pulling out a “storm of dust”.

“The shopper would look and say ‘but what did you do?’. I replied: ‘I cleaned it. I will not cost something, simply discuss to me properly'”.

Caio Rossoni is right here to show that this advertising and marketing methodology works. Yes very.

Atie analyzes the electronic component of a cell phone - Fernando Moraes/UOL - Fernando Moraes/UOL

Atie analyzes the digital part of a cellphone

Image: Fernando Moraes/UOL

And the new iPhone?

Currently, the most help is for purchasers with a damaged display and battery issues.

In phrases of preventive upkeep, Atie advises avoiding contact with water, retaining the backup updated and utilizing solely authentic cables and chargers or MFI, an acronym for “made for iPhone”. (Of course, in his retailer there are a number of choices on the market).

Like different Apple followers, Atie is anticipating the launch of the subsequent mannequin, which is scheduled for September. But the curiosity can also be skilled: each time a brand new iPhone comes out, he and his staff open the system to “tear aside” the new construction and perceive the technical options there

According to him, the new merchandise of the model didn’t let him down. But he has a particular want or expectation: that the iPhone 14 will likely be extra “repairable”. After all, Apple might not wish to customise its gadgets, but it has no plans to cease.

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