SMARTPHONES
Topic 6-1
Presented by:
Zhang Wen
Xuan Wilson
• U1010926L
Ho Huijuan
Brenda
• U1010338B
Loo Sze
Ying Serene
• U1010534G
Wong Zi
Hao
...
Presentation Outline
Article Overview
• Introduction | Features & Characteristics | Pros & Cons
• Apps
• Introduction | Fu...
Article Overview
“As smartphones proliferate, will one
company emerge as the clear market
winner?” – Knowledge@Wharton
Article Overview
http://knowledge.wharton.upenn.edu/article.cfm?articleid=2244
Article Overview
 Product is increasingly popular
 “…moving from the realm of niche product to
game-changing, mass marke...
Article Overview
 Smartphone industry possesses tremendous
growth potential
 1In the first quarter of 2009…
 Economy in...
Article Overview
 Fierce competition for market share
 Players:
 BlackBerry (RIM), iPhone (Apple), Treo (Palm)
 “The s...
Article Overview
 Lock-in practice
(Apple)
 “The practice of
requiring users to use
hardware and
software from a
prescri...
Article Overview
Divide and conquer strategy
Open source OS
Article Overview
 Key determinant of success: Software
availability
 Choice rules the industry
What is a smartphone?
+ =
What is a smartphone?
Smartphones are mobile phones that offer
advanced functionality
above a basic feature phone.
Able to...
Features & Characteristics
Enhanced connectivity
 Browse the web anytime, anywhere
Convenience
 Mobility & portability
M...
Features & Characteristics
Customizability
 Suit the user’s specific needs
 App Stores
1. iTunes Store
2. Market
3. Blac...
Features & Characteristics
Tethering
 Mobile phone acts as a modem
 Allows other devices to connect to the internet
via...
Features & Characteristics
Demo
Tethering
 Accessibility
 Back-up/alternative
 Convenience
 Battery consumption
 Additional software
 Expensive
 Speed
What are these?
What are Apps?
 Software that runs on mobile devices
 Multiple functions and advanced services
 Increases internet usag...
Apple’s App Store
Downloads Top Three Billion
“ Three billion applications downloaded
in less than 18 months –
this is lik...
Who Creates Apps?
Apps
Mobile
software
developer
s
Businesse
s
Education
al
Institutions
Individual
s
Types of Apps
 Pre-installed
 Downloaded from app stores and mobile
software distribution platforms
 Third-party Softwa...
What can they do?
http://andynaselli.com/iphone-resources
What can they do?
 Capable of almost anything
 Limited by the:
 Imagination of programmers
(application writers)
 Tech...
What can they do?
• Email / IM Clients
• Web browsers
• Social Network Clients
COMMUNICATION
• Puzzle / Action / Casino
GA...
DBS mBanking
 DBS iBanking system
 Features
 Backed by DBS iBanking
Money Safe Guarantee
 Online security
 Secured ac...
DBS Indulge Singapore
 Gain access to dining
privileges and great deals
 Discounts and special
offers for dining pleasur...
Michigan colleges getting into
iPhone, Android smartphone app
game
 Students design
mobile phone
applications
 Mobile Ap...
Nine-year Old Writes iPhone
Application
 Doodle Kids (iPhone
application)
 Enables users to draw by
brushing their finge...
Doodle Kids
Google Goggles
Video
What platforms are apps running
on?
 Apple iOS
 Android
 Symbian
 RIM BlackBerry
 Windows
 Palm WebOS
Apple iOS
 Apple Factor
 User Interface
 Apps: - >250,000 apps available
- >3 billion downloaded
http://asia.cnet.com/r...
Google Android
 >80,000 apps on Android Market
 12,593 new apps per month
 Open OS
http://www.androidcentral.com/google...
Nokia Symbian
 Leader by market share (40.1%)
 Open OS
 Stable & low energy consumption
http://www.symbian-guru.com/wel...
RIM BlackBerry OS
 >10,000 apps on RIM’s App World
 User interface
 Plans to switch OS
http://www.businessinsider.com/r...
Windows
 Stable & fast (Windows Mobile)
 Under-developed app store
 Integration with Windows Office Suite
 Windows Pho...
How critical are applications?
Source: Crowd Science (June 2009), Smartphone Usage and Brand Study
Determinants of a platform’s
success
Personal Concerns:
 Functions
 User Interface
 Performance
 Brand Loyalty
Corpora...
How critical are applications?
What is an iPad?
First
tablet
computer
by Apple
FEATUR
ES
MicroSIM slot
3G data network capabilities
The iPad Experience
Video
Major Benefits
 Runs both iPhone & iPod Touch apps
  functions & versatility
 iWork for importing and editing of
docum...
iPad received very well
On Day 1
Within 80 days
Impact of iPad
Worldwide shipments
of new PCs
lower than expected
  3% in Q3
 Dell’s U.S. shipments  4.9%
http://www.m...
Impact of iPad
Sparked intense
competition
 Competitors jostle for market
share
 Introduced competing
tablets:
 Samsung...
Impact of iPad
Entered eBook
industry
 iBook (eBook reader)
vs. Amazon’s Kindle
 eBooks sold in the iTunes
Store
Impact of iPad
New mobile gaming
possibilities
  Interactive
 E.g. N.O.V.A
Impact on iPhone
Current Comparison
 All iPhone functions
 Except call & text
 Performs work-related tasks
better
 Pro...
Impact on iPhone
Future Expectations
 7” iPad rumoured
 Greater portability
 Limit to size reduction
 Telecommunicatio...
Smartphones vs Tablets
Smartphone
s Tablets
FUNCTIONS Similar Similar.
No phone calls/sms
SIZE Small Big
BATTERY LIFE 1-2 ...
What’s to come in the future?
+
Integration
Will there be a clear winner?
 Unlikely
 No one-phone-fits-all
Factors:
 User needs & preferences
 Future developments...
Source: Gartner (August 2010)
Comparison of Market Share
http://www.gartner.com/it/page.jsp?id=1434613
Smartphones
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Smartphones

  1. 1. SMARTPHONES Topic 6-1
  2. 2. Presented by: Zhang Wen Xuan Wilson • U1010926L Ho Huijuan Brenda • U1010338B Loo Sze Ying Serene • U1010534G Wong Zi Hao • U101xxxx& Choo Zhen Yi Celeste • U1011105E
  3. 3. Presentation Outline Article Overview • Introduction | Features & Characteristics | Pros & Cons • Apps • Introduction | Functions & Capabilities • Operating Systems • Introduction | Determinants of Success Smartphones • Introduction | Benefits | iPad vs. iPhone iPad
  4. 4. Article Overview “As smartphones proliferate, will one company emerge as the clear market winner?” – Knowledge@Wharton
  5. 5. Article Overview http://knowledge.wharton.upenn.edu/article.cfm?articleid=2244
  6. 6. Article Overview  Product is increasingly popular  “…moving from the realm of niche product to game-changing, mass market item.” http://knowledge.wharton.upenn.edu/article.cfm?articleid=2244
  7. 7. Article Overview  Smartphone industry possesses tremendous growth potential  1In the first quarter of 2009…  Economy in severe decline  Overall mobile shipments fell 15.8%  But, smartphone segment grew 4% 1Figures extracted from article. Statistics were published by IDC, a research subsidiary of International Data Group (IDG).
  8. 8. Article Overview  Fierce competition for market share  Players:  BlackBerry (RIM), iPhone (Apple), Treo (Palm)  “The smartphone marketplace is full of increasingly clever devices offered at steadily falling prices.” http://knowledge.wharton.upenn.edu/article.cfm?articleid=2244
  9. 9. Article Overview  Lock-in practice (Apple)  “The practice of requiring users to use hardware and software from a prescribed set of vendors by imposing substantial cost or inconvenience in replacing the product.” Lock-in Vertical Horizontal http://knowledge.wharton.upenn.edu/article.cfm?articleid=2244
  10. 10. Article Overview Divide and conquer strategy Open source OS
  11. 11. Article Overview  Key determinant of success: Software availability  Choice rules the industry
  12. 12. What is a smartphone? + =
  13. 13. What is a smartphone? Smartphones are mobile phones that offer advanced functionality above a basic feature phone. Able to run third-party applications on a platform (OS) http://www.techterms.com/definition/smartphone
  14. 14. Features & Characteristics Enhanced connectivity  Browse the web anytime, anywhere Convenience  Mobility & portability Multi-tasking  Run several functions at one go
  15. 15. Features & Characteristics Customizability  Suit the user’s specific needs  App Stores 1. iTunes Store 2. Market 3. BlackBerry App World 4. Ovi Store 5. Windows Marketplace
  16. 16. Features & Characteristics Tethering  Mobile phone acts as a modem  Allows other devices to connect to the internet via data plan Exceptions  Phones running on Windows Phone 7
  17. 17. Features & Characteristics Demo Tethering
  18. 18.  Accessibility  Back-up/alternative  Convenience  Battery consumption  Additional software  Expensive  Speed
  19. 19. What are these?
  20. 20. What are Apps?  Software that runs on mobile devices  Multiple functions and advanced services  Increases internet usage  E.g.  Mobile instant messaging client (ebuddy)  Social networking services (Facebook Mobile)
  21. 21. Apple’s App Store Downloads Top Three Billion “ Three billion applications downloaded in less than 18 months – this is like nothing we’ve ever seen before,” – Steve Jobs, Apple’s CEO. (5 January 2010) Applications are the second fastest growing IT area of spending Mobile applications is a high growth element Trend: Fast expanding market with high potential  Served by more developers, publishers and providers
  22. 22. Who Creates Apps? Apps Mobile software developer s Businesse s Education al Institutions Individual s
  23. 23. Types of Apps  Pre-installed  Downloaded from app stores and mobile software distribution platforms  Third-party Software  Proprietary Software
  24. 24. What can they do? http://andynaselli.com/iphone-resources
  25. 25. What can they do?  Capable of almost anything  Limited by the:  Imagination of programmers (application writers)  Technology of the time
  26. 26. What can they do? • Email / IM Clients • Web browsers • Social Network Clients COMMUNICATION • Puzzle / Action / Casino GAMES • Image viewers • Video/Audio players • Streaming players MULTIMEDIA • Calendars / Calculators • Word processors / Spreadsheets • Banking/Finance PRODUCTIVITY • GPS/ Maps / Weather • Currency converters • Translators TRAVEL • Address book • Task Manager UTLITIES Adapted from Mobile Applications, Mobile Marketing Association (September 2008)
  27. 27. DBS mBanking  DBS iBanking system  Features  Backed by DBS iBanking Money Safe Guarantee  Online security  Secured account information in event of phone loss or theft
  28. 28. DBS Indulge Singapore  Gain access to dining privileges and great deals  Discounts and special offers for dining pleasure  Features include: - Built-in maps for dining places - Driving directions - Ability to share details
  29. 29. Michigan colleges getting into iPhone, Android smartphone app game  Students design mobile phone applications  Mobile Applications and Services Lab  GVSU Laker Mobile App  Quick Graph App downloaded 500,000 times by iTunes By Dave Murray, The Grand Rapids Press, 14 March 2010
  30. 30. Nine-year Old Writes iPhone Application  Doodle Kids (iPhone application)  Enables users to draw by brushing their fingers against iPhone’s touchscreen  Clear doodle by shaking the phone  Downloaded more than 4,000 times from Apple’s App Store within two weeks By Reuters, 6 February 2009
  31. 31. Doodle Kids
  32. 32. Google Goggles Video
  33. 33. What platforms are apps running on?  Apple iOS  Android  Symbian  RIM BlackBerry  Windows  Palm WebOS
  34. 34. Apple iOS  Apple Factor  User Interface  Apps: - >250,000 apps available - >3 billion downloaded http://asia.cnet.com/reviews/mobilephones/0,39050603,62200934,00.htm http://developer.apple.com/devcenter/ios/index.action http://www.apple.com/pr/library/2010/01/05appstore.html  Limited multitasking  Tight control of iTunes App Store by Apple  Can only run on Apple devices Strengths: Weaknesses:
  35. 35. Google Android  >80,000 apps on Android Market  12,593 new apps per month  Open OS http://www.androidcentral.com/googles-andy-rubin-says-over-80k-apps-now-android-market http://www.androlib.com/appstats.aspx http://sip-trunking.tmcnet.com/topics/security/articles/89653-smobile-systems-survey- warns-dangers-android-mobile-app.htm  Loose control of Android Market by Google Strengths: Weaknesses:
  36. 36. Nokia Symbian  Leader by market share (40.1%)  Open OS  Stable & low energy consumption http://www.symbian-guru.com/welcome/2010/02/distimo-shows-ovi-store-apps-are-cheaper-than-iphone-apps.html http://www.letsgomobile.org/en/review/0037/symbian-windows-mobile/ http://www.pcworld.com/businesscenter/article/188535/five_benefits_of_an_open_source_symbian.html http://www.symantec.com/security_response/writeup.jsp?docid=2004-061419-4412-99 Strengths:  Decreasing market share  >6,000 apps on Ovi Store  Vulnerable to viruses (eg. Cabir) Weaknesses:
  37. 37. RIM BlackBerry OS  >10,000 apps on RIM’s App World  User interface  Plans to switch OS http://www.businessinsider.com/rim-is-finally-ditching-the-blackberry-os-but-not-for-android-2010-9 http://www.computerweekly.com/Articles/2005/05/10/209884/Clear-business-gains-from-BlackBerry-mobile-technology.htm http://www.dailytech.com/New+Study+Gives+RIM+Smartphones+High+Scores+on+Security/article15261.htm http://www.mobile-ent.biz/news/38555/RIM-passes-10000-apps-on-BlackBerry-App-World  Popular for businesses  Superior email capabilities - downtime & productive time  Strong security protection Strengths: Weaknesses:
  38. 38. Windows  Stable & fast (Windows Mobile)  Under-developed app store  Integration with Windows Office Suite  Windows Phone 7 – 8 Nov 2010 http://www.mobile-ent.biz/news/38555/RIM-passes-10000-apps-on-BlackBerry-App-World http://asia.cnet.com/reviews/mobilephones/0,39050603,62201477,00.htm http://www.androidcentral.com/webos-review- smartphone-round-robin Palm WebOS  2,400 apps on Palm App Catalog  Poor performance speed  Enhanced appearance & multitasking capabilities
  39. 39. How critical are applications? Source: Crowd Science (June 2009), Smartphone Usage and Brand Study
  40. 40. Determinants of a platform’s success Personal Concerns:  Functions  User Interface  Performance  Brand Loyalty Corporate Concerns:  Apps Development
  41. 41. How critical are applications?
  42. 42. What is an iPad? First tablet computer by Apple
  43. 43. FEATUR ES MicroSIM slot 3G data network capabilities
  44. 44. The iPad Experience Video
  45. 45. Major Benefits  Runs both iPhone & iPod Touch apps   functions & versatility  iWork for importing and editing of documents   productivity  10 hours of battery life   convenience  Large touchscreen   comfort
  46. 46. iPad received very well On Day 1 Within 80 days
  47. 47. Impact of iPad Worldwide shipments of new PCs lower than expected   3% in Q3  Dell’s U.S. shipments  4.9% http://www.msnbc.msn.com/id/39660539
  48. 48. Impact of iPad Sparked intense competition  Competitors jostle for market share  Introduced competing tablets:  Samsung Galaxy Tab  Blackberry Playbook
  49. 49. Impact of iPad Entered eBook industry  iBook (eBook reader) vs. Amazon’s Kindle  eBooks sold in the iTunes Store
  50. 50. Impact of iPad New mobile gaming possibilities   Interactive  E.g. N.O.V.A
  51. 51. Impact on iPhone Current Comparison  All iPhone functions  Except call & text  Performs work-related tasks better  Productivity suites  Larger screen  Lower sales  iPad 3.2 million vs. iPhone 8.4 million units sold http://www.apple.com/pr/library/2010/07/20results.html
  52. 52. Impact on iPhone Future Expectations  7” iPad rumoured  Greater portability  Limit to size reduction  Telecommunication capabilities  Headset  Competes with iPhone
  53. 53. Smartphones vs Tablets Smartphone s Tablets FUNCTIONS Similar Similar. No phone calls/sms SIZE Small Big BATTERY LIFE 1-2 days <10 hrs PROCESSING SPEED 1GHz up to 1.4GHz STORAGE up to 32GB up to 320GB PRICE US$85 US$300 to >US$1000http://www.itpro.co.uk/620302/smartphones-vs-netbooks-vs-tablets-which-is-best-for-you http://www.pcworld.com/article/186737/mobile_snapdragon_processor_to_hit_15ghz_dualcore_in_2010.html http://www.mobilemarketer.com/cms/news/research/4706.html http://www.mobilitysite.com/2010/08/android-tablets- get-prices-less-vapour/
  54. 54. What’s to come in the future? + Integration
  55. 55. Will there be a clear winner?  Unlikely  No one-phone-fits-all Factors:  User needs & preferences  Future developments  Compatibility synchronisation Verdict: A few dominant players
  56. 56. Source: Gartner (August 2010)
  57. 57. Comparison of Market Share http://www.gartner.com/it/page.jsp?id=1434613
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