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H iphone
 

H iphone

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    H iphone H iphone Presentation Transcript

    • Apple iPhone
      • I-224
      • March 21, 2007
    • Smart Phone
      • Calls by Touch
      • Voicemail
      • SMS
      • Photos
      • Calendar
      • Smart Phone
      • iPod (Widescreen)
      • Wireless Internet Communication Device
      • PDA
      • Computer (OS X)
      • Camera
      Apple iPhone
    • iPod (Widescreen)
      • Tunes Library Access
          • Videos
          • Songs
          • Movie Previews
          • Lyrics
          • Album Artwork
      • Touch Controls
      • 3.5 inch screen iPod with touch screen controls
    • Wireless Internet Communication Device
      • Wi-Fi enabled Internet Device
          • Auto Wi-Fi detection (802.11b/g)
          • Bluetooth
          • GSM
          • Cingular’s EDGE
      • Full Feature Browser
      • Syncs automatically with a Mac or a PC
      • Internet email
          • Rich HTML email
      • Widget Applications
          • stock quotes
          • sports scores
          • weather reports
          • traffic updates
    • PDA, Computer and Camera
      • Apple’s OS X running Widget’s Java based software
      • PDA features: appoint calendars, contact lists, photos, emails and documents
      • Built-in camera takes pictures at 2 MB resolution that can be stored in 4 GB or 8 GB flash memory
    • Technical Specifications
    • iPhone Design
      • Display Screen
        • 3.5-inch touch screen display
        • Finger commands interface
        • 25,000 pixels per inch resolution
        • Ambient light sensor
      • Audio
        • Headphone jacks
        • Built-in speaker
        • Bluetooth (stereo) transmission
    • Software OS X Capabilities
        • Full OS X
        • Multi Tasking
        • Networking
        • Syncing
        • Low Power
        • Security
        • Video
        • Cocoa
        • Core Animation
        • Graphics
        • Audio
        • Widgets
        • Applications
    • Phone Market Position
    • iPhone vs. the competition
    • Customer segments
      • Enterprises are unlikely to buy iPhones
        • Price ~40% higher than Blackberries’
        • Blackberries have top-notch push-email
      • iPhone has features that appeal to mass consumer market
      • However, sales will be gated by network and price
    • Marketing decisions (I)
      • Pricing
        • Skimming strategy
        • Typically cell phone prices drop rapidly
        • Expect Apple prices to fall slowly
      • Product
        • Add functionality, maintain price
        • Versioned iPods for price-sensitive segment
    • Marketing decisions (II)
      • Distribution
        • Restricted availability to Cingular and Apple stores
        • New iPhones will open channels & drive sales
      • Promotions
        • Cingular iPhone discounts unlikely
        • Expect iPhone voice / data plans
    • Early adopter market ~8.7m
      • Cingular customers 58m
      • Cingular subscribers with iPod 30%
      • Cingular subscribers with iPod 17.4m
      • Uptake rate from Cingular iPod customers in 1st year 50% assumption
      • Est. uptake by Cingular iPod customers in 1st year 8.7m
    • Mobile Device Market
      • World Sales
      Millions of Units
    • Analyses
    • Porter’s Five Forces New entrants Bargaining Power of customers Bargaining power of suppliers Threat of substitutes Rivalry within industry
    • SWOT Analysis strengths weaknesses opportunities threats Style/Brand Sensors Rich UI User base Hype First mover No UMTS High price / high end Limited distribution channels Missing features Unsafe for corporate use? Port existing apps Migrate people to Apple New social device Distribute iTunes content Similar devices Highly developed market
    • Recommendations
    • Open up the OS to third party developers
    • support Voice over IP
    • iDream (The Future)