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I phone
I phone
I phone
I phone
I phone
I phone
I phone
I phone
I phone
I phone
I phone
I phone
I phone
I phone
I phone
I phone
I phone
I phone
I phone
I phone
I phone
I phone
I phone
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I phone

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  • 1. Apple iPhone <ul><li>I-224 </li></ul><ul><li>March 21, 2007 </li></ul>
  • 2. Smart Phone <ul><li>Calls by Touch </li></ul><ul><li>Voicemail </li></ul><ul><li>SMS </li></ul><ul><li>Photos </li></ul><ul><li>Calendar </li></ul>
  • 3. <ul><li>Smart Phone </li></ul><ul><li>iPod (Widescreen) </li></ul><ul><li>Wireless Internet Communication Device </li></ul><ul><li>PDA </li></ul><ul><li>Computer (OS X) </li></ul><ul><li>Camera </li></ul>Apple iPhone
  • 4. iPod (Widescreen) <ul><li>Tunes Library Access </li></ul><ul><ul><ul><li>Videos </li></ul></ul></ul><ul><ul><ul><li>Songs </li></ul></ul></ul><ul><ul><ul><li>Movie Previews </li></ul></ul></ul><ul><ul><ul><li>Lyrics </li></ul></ul></ul><ul><ul><ul><li>Album Artwork </li></ul></ul></ul><ul><li>Touch Controls </li></ul><ul><li>3.5 inch screen iPod with touch screen controls </li></ul>
  • 5. Wireless Internet Communication Device <ul><li>Wi-Fi enabled Internet Device </li></ul><ul><ul><ul><li>Auto Wi-Fi detection (802.11b/g) </li></ul></ul></ul><ul><ul><ul><li>Bluetooth </li></ul></ul></ul><ul><ul><ul><li>GSM </li></ul></ul></ul><ul><ul><ul><li>Cingular’s EDGE </li></ul></ul></ul><ul><li>Full Feature Browser </li></ul><ul><li>Syncs automatically with a Mac or a PC </li></ul><ul><li>Internet email </li></ul><ul><ul><ul><li>Rich HTML email </li></ul></ul></ul><ul><li>Widget Applications </li></ul><ul><ul><ul><li>stock quotes </li></ul></ul></ul><ul><ul><ul><li>sports scores </li></ul></ul></ul><ul><ul><ul><li>weather reports </li></ul></ul></ul><ul><ul><ul><li>traffic updates </li></ul></ul></ul>
  • 6. PDA, Computer and Camera <ul><li>Apple’s OS X running Widget’s Java based software </li></ul><ul><li>PDA features: appoint calendars, contact lists, photos, emails and documents </li></ul><ul><li>Built-in camera takes pictures at 2 MB resolution that can be stored in 4 GB or 8 GB flash memory </li></ul>
  • 7. Technical Specifications
  • 8. iPhone Design <ul><li>Display Screen </li></ul><ul><ul><li>3.5-inch touch screen display </li></ul></ul><ul><ul><li>Finger commands interface </li></ul></ul><ul><ul><li>25,000 pixels per inch resolution </li></ul></ul><ul><ul><li>Ambient light sensor </li></ul></ul><ul><li>Audio </li></ul><ul><ul><li>Headphone jacks </li></ul></ul><ul><ul><li>Built-in speaker </li></ul></ul><ul><ul><li>Bluetooth (stereo) transmission </li></ul></ul>
  • 9. Software OS X Capabilities <ul><ul><li>Full OS X </li></ul></ul><ul><ul><li>Multi Tasking </li></ul></ul><ul><ul><li>Networking </li></ul></ul><ul><ul><li>Syncing </li></ul></ul><ul><ul><li>Low Power </li></ul></ul><ul><ul><li>Security </li></ul></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Cocoa </li></ul></ul><ul><ul><li>Core Animation </li></ul></ul><ul><ul><li>Graphics </li></ul></ul><ul><ul><li>Audio </li></ul></ul><ul><ul><li>Widgets </li></ul></ul><ul><ul><li>Applications </li></ul></ul>
  • 10. Phone Market Position
  • 11. iPhone vs. the competition
  • 12. Customer segments <ul><li>Enterprises are unlikely to buy iPhones </li></ul><ul><ul><li>Price ~40% higher than Blackberries’ </li></ul></ul><ul><ul><li>Blackberries have top-notch push-email </li></ul></ul><ul><li>iPhone has features that appeal to mass consumer market </li></ul><ul><li>However, sales will be gated by network and price </li></ul>
  • 13. Marketing decisions (I) <ul><li>Pricing </li></ul><ul><ul><li>Skimming strategy </li></ul></ul><ul><ul><li>Typically cell phone prices drop rapidly </li></ul></ul><ul><ul><li>Expect Apple prices to fall slowly </li></ul></ul><ul><li>Product </li></ul><ul><ul><li>Add functionality, maintain price </li></ul></ul><ul><ul><li>Versioned iPods for price-sensitive segment </li></ul></ul>
  • 14. Marketing decisions (II) <ul><li>Distribution </li></ul><ul><ul><li>Restricted availability to Cingular and Apple stores </li></ul></ul><ul><ul><li>New iPhones will open channels & drive sales </li></ul></ul><ul><li>Promotions </li></ul><ul><ul><li>Cingular iPhone discounts unlikely </li></ul></ul><ul><ul><li>Expect iPhone voice / data plans </li></ul></ul>
  • 15. Early adopter market ~8.7m <ul><li>Cingular customers 58m </li></ul><ul><li>Cingular subscribers with iPod 30% </li></ul><ul><li>Cingular subscribers with iPod 17.4m </li></ul><ul><li>Uptake rate from Cingular iPod customers in 1st year 50% assumption </li></ul><ul><li>Est. uptake by Cingular iPod customers in 1st year 8.7m </li></ul>
  • 16. Mobile Device Market <ul><li>World Sales </li></ul>Millions of Units
  • 17. Analyses
  • 18. Porter’s Five Forces New entrants Bargaining Power of customers Bargaining power of suppliers Threat of substitutes Rivalry within industry
  • 19. 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
  • 20. Recommendations
  • 21. Open up the OS to third party developers
  • 22. support Voice over IP
  • 23. iDream (The Future)

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