He went bankrupt three occasions, but one post changed every thing: the story of the “iPhone king” – 08/05/2022

How lengthy does it take to construct an empire? Or on this case, a kingdom? It took 15 years and three bankruptcies for 35-12 months-previous businessman Wissam Mohamed Ati, who turned the “iPhone king”. He even tried to promote denims.

Success additionally got here with technical help for Apple. From a small field in Santa Ifigenia that opened in 2013, it has expanded to a neighborhood headquarters, a department in Itaim Bibi and a kiosk in the Mega Polo mall in Bras. Coordinates a complete of 50 workers.

If the story feels like a fairy story, it was “the god of fado”: publicist Caio Rossoni. In 2016, it got here to the rescue of iPhones that not cost. Ati discovered the restore really easy that he did not even cost it.

Shocked, Kayo determined to share the story on Facebook. Within days, the post had over 70,000 shares. The outcome: The quantity of prospects at Atie’s elevated from 10 to 150 a day.

“A cheerful buyer is a soldier in your organization’s armor,” Ati concludes along with his traditional calm and poise.

Ati: The ardour for iPhone shouldn’t be diminishing

Photo: Fernando Moraes/UOL

know tips on how to promote

Ati realized the worth of good customer support in her first entrepreneurial enterprise: promoting MP3 gamers. It was 2007, the peak of the music participant’s success.

Competition at Santa Ifigenia was already sturdy. He bought the 500 MB mannequin for R$75. But his neighbor supplied a Chinese 1GB mannequin for R$50.

“The value of the items is decided by the market itself. I misplaced as a result of I didn’t have the capital to have a big inventory,” he recollects.

But he had a differentiator: he at all times informed the shopper tips on how to obtain music, tips on how to create folders, and many others. defined. – one thing his opponent could not do.

“I’ve at all times appreciated know-how, I’ve at all times been an enthusiastic man,” he says. His childhood was spent in his father’s electronics retailer in Ciudad del Leste, Paraguay, whereas his household nonetheless lived in Foz do Iguaçu (PR).

“I assumed it was superb that some of the guys with the shops had been promoting Nintendo 64, PlayStation, the newest Mortal Kombat. This man did not give an excellent rationalization, he did not know tips on how to encourage. Customer’s receipt of the product. It’s caught in my head.”


Wissam Mohamed Ati,

In the earlier participation of the “iPhone king”.

Photo: Personal archive

In 2008 and 2009, Ati determined to compete in the scorching automotive stereo market in Santa Iphigenia. It labored, but I did not have sufficient expertise working an organization.

“If you do not know tips on how to handle and also you make errors, that is one downside. But when you do nicely, that is one other downside. “Is it time to begin one other enterprise or change vehicles? Or pay a down cost for an condo? ?’ That’s once I broke down,” he says.

He even missed the level and tried to avoid know-how: promoting garments and denims in Bras. Lack of product data to entice the buyer and shut the deal. Within 4 months, he dropped out of faculty and tried to observe his father’s instance, promoting merchandise imported from Paraguay. It did not work both.

In 2013, he returned to Santa Iphigenia, but with a very completely different situation, with much less visitors. He employed a pal who was an electronics technician, and watching him repair telephones rekindled an previous ardour.

“Finally, I used to be . I realized tips on how to configure the jailbreak [tipo de desbloqueio de iOS para apps não autorizados pela Apple]operator unlock, that stuff,” he recollects.

Initially, he additionally mounted Android, but specialised in iPhone. “Apple would not like your units being repaired, they need you to purchase a brand new one,” says Ati. Still, he took a danger: he renamed the field the King of the iPhone.

The prediction began to return true.

April 25, 2016: Everything has changed

Atie King of iPhone - Personal File - Personal File

Atie: “emergency” umbrellas for a shocking flip in 2016

Photo: Personal archive

Caio Rossoni’s viral post did higher than any startup accelerator. Two days later, there was a queue at the nook of the footpath.

Ati had little doubt: “I went out to purchase umbrellas from the road distributors. So that folks do not get sunburned. All for the security of the prospects.”

After some time, the identical downside, one other resolution: iPhone King grew a lot that the entrepreneur took over the area of six shops in the again of Shopping 51. Customers waited as much as two hours in the sweltering warmth. Ati began giving out ice cream – free of cost.

“People went loopy. There had been individuals who took footage with two or three ice lotions,” he recollects. “Brazilians will not be used to it. For me, a cone prices 0.30 rupiah. How a lot does it price you to take a seat for an hour?”, he reckons.

Due to the pandemic, the automotive needed to be eliminated, but it plans to deliver one thing attention-grabbing to prospects quickly – for now, it is a secret.

This was not the solely influence of Covid-19. Technical help stays open as a result of it’s thought-about a vital service by the São Paulo authorities. But the injury to the financial system has already been accomplished.

“The scenario in the nation shouldn’t be good, you’re looking at it from all sides, the motion is weak,” he says.

Atie at iPhone King flagship store - Fernando Moraes/UOL - Fernando Moraes/UOL

A fireplace broke out in the predominant retailer of iPhone King

Photo: Fernando Moraes/UOL

It’s at all times him: the buyer

For Ati, the path to restoration is what she has at all times practiced all through her life: specializing in the buyer. “The market is scorching at this time as a result of it is easy to seek out technical assist in any space. But the buyer who is aware of remains to be on the lookout for it, and new ones are coming.”

“Our differentiator is that we have at all times studied client conduct because it pertains to what’s occurring on the system,” he explains. An instance? When Ati discovered many crooked iPhone 6 Plus telephones, he realized that the downside was not the cellphone, but the proprietor’s pocket.

“The man would put it in his again pocket and sit down. He has a spherical butt, he bends the system. There’s no method,” he explains.

In reality, pockets are a horrible enemy for any system – particularly denims.

“A man retains his iPhone in there. He walks into the charging station, bushy. Then he goes to the bar. He leaves his cellphone on the desk. Beer spills. Then it goes again into his pocket. More fur, extra mud. And each time he plugs the cable in, if he plugs it in additional it pushes in the direction of. Communication decreases,” he sums up.

Rather than shelling out $180 to exchange the dock, Ati was used to easily choosing up the software and pulling out a “soiled storm.”

“The buyer appears to be like and says, ‘but what did you do?’ he solutions. I stated, “I cleaned it. “I will not get something, simply say good issues about me,” I answered.

Caio Rossoni is right here to show that this advertising and marketing technique works. Very.

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

Atie analyzes the digital element of a cell phone

Photo: Fernando Moraes/UOL

And the new iPhone?

Currently, prospects with damaged screens and battery issues will get extra assist.

When it involves preventative upkeep, Atie recommends avoiding water contact, updating your backup, and utilizing solely authentic cables and chargers, or MFI, which stands for “Made for iPhone.” (Of course, he has a number of on the market in his store).

Like different Apple followers, Ati is ready for the launch of the subsequent mannequin, which is scheduled for September. But the curiosity can also be skilled: each time a brand new iPhone is launched, he and his crew open the system to “tear aside” the new construction and perceive the technical intricacies.

According to him, the information of the model has by no means introduced him down. But he has a sure want or expectation: that the iPhone 14 may be “repaired”. After all, Apple could not like fixing its units, but it would not wish to cease.

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