He went bankrupt three occasions, but one post changed the whole lot: 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 grew to become the “iPhone king”. He even tried to promote denims.

Success additionally got here with technical assist 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 appears 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 clients at Atie’s elevated from 10 to 150 a day.

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

Ati: The ardour for iPhone just isn’t diminishing

Photo: Fernando Moraes/UOL

know 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 robust. 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 obtain music, 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 was nonetheless dwelling in Foz do Iguaçu (PR).

“I assumed it was superb that some of the guys with the shops have been promoting Nintendo 64, PlayStation, the newest Mortal Kombat. This man did not give a superb clarification, he did not know encourage. the buyer should obtain 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 sizzling automobile stereo market in Santa Iphigenia. It labored, but I did not have sufficient expertise working an organization.

“If you do not know handle and also you make errors, that is one downside. But in the event you do properly, that is one other downside. “Is it time to start out one other enterprise or change automobiles? Or pay a down cost for an residence? ?’ That’s after I broke down,” he says.

He even missed the level and tried to steer clear of 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 college and tried to comply with 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 state of affairs, with much less site 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 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 does not like your gadgets 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 come back true.

April 25, 2016: Everything has changed

Atie King of iPhone - Personal File - Personal File

Atie: “emergency” umbrellas for a stunning 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 question: “I went out to purchase umbrellas from the road distributors. So that folks do not get sunburned. All for the security of the clients.”

After some time, the identical downside, one other resolution: iPhone King grew a lot that the entrepreneur took over the house 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 have been individuals who took photos with two or three ice lotions,” he recollects. “Brazilians are usually not used to it. For me, a cone prices 0.30 rupiah. How a lot does it price you to sit down for an hour?”, he reckons.

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

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

“The state of affairs in the nation just isn’t good, you might be watching from all sides, the motion is weakening,” 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 sizzling right now as a result of it is simple to seek out technical assist in any space. But the buyer who is aware of continues to be in search of 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 gadget,” 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 gadget. There’s no means,” he explains.

In truth, pockets are a horrible enemy for any gadget – 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 them in the direction of. Communication decreases,” he concludes.

Rather than shelling out $180 for a dock alternative, Ati obtained used to getting her personal device and pulling out her “soiled storm.”

“The buyer seems and says, ‘But what did you do?’ he solutions. I stated, “I cleaned it. “I will not get something, say good issues about me,” I answered.

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

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

Atie analyzes the digital part of a cell phone

Photo: Fernando Moraes/UOL

And the new iPhone?

Currently, clients 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 unique 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 be skilled: each time a brand new iPhone is launched, he and his group open the gadget 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 might be “repaired”. After all, Apple could not like fixing its gadgets, but it does not need to cease.

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