O2’s early registration page for UK iPhone 3G “wasn’t just a notification service but a way of passing on demand estimates to Apple, according to O2 Sales Director Stephen Shurrock,” Aidan Malley reports for AppleInsider. “The users signed up at the site gave O2 reasons to ask for larger iPhone orders ahead of July 11th. With the number of registrants quickly spiraling out of control, however, it soon became clear that there would be many more orders than iPhones once advance purchases were an option.”
“‘To put it in context we had over 200,000 people expressing interest and only a very small proportion of that number of devices available,’ Shurrock told AppleInsider. ‘Faced with this dilemma, we made it clear in the communications that to be fair to all customers the orders would be managed on a first come first served basis, as stock was limited. The response was so great that the online store completely sold out of iPhones within just a few hours.'”
“Even with 250 times the performance capacity and backups in place, the online system collapsed after it received as many as 13,000 orders per second… Although the July 11th retail debut the next best chance to get an iPhone, each shop will have just a ‘few dozen’ phones and is likely to run out quickly; with new stock coming in only once a week, the UK company isn’t certain that it can accommodate everyone on launch,” Malley reports. “…’It is likely that stock will be in very short supply for some weeks to come,’ Shurrock says.”
More in the full article here.