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Smartphones

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This is a presentation about the different smartphone platforms and the possible advances of iPhone.

This is a presentation about the different smartphone platforms and the possible advances of iPhone.

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  • 1. SMARTPHONES Topic 6-1
  • 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. 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. Article Overview “As smartphones proliferate, will one company emerge as the clear market winner?” – Knowledge@Wharton
  • 5. Article Overview http://knowledge.wharton.upenn.edu/article.cfm?articleid=2244
  • 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. 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. 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. 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. Article Overview Divide and conquer strategy Open source OS
  • 11. Article Overview  Key determinant of success: Software availability  Choice rules the industry
  • 12. What is a smartphone? + =
  • 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. Features & Characteristics Enhanced connectivity  Browse the web anytime, anywhere Convenience  Mobility & portability Multi-tasking  Run several functions at one go
  • 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. 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. Features & Characteristics Demo Tethering
  • 18.  Accessibility  Back-up/alternative  Convenience  Battery consumption  Additional software  Expensive  Speed
  • 19. What are these?
  • 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. 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. Who Creates Apps? Apps Mobile software developer s Businesse s Education al Institutions Individual s
  • 23. Types of Apps  Pre-installed  Downloaded from app stores and mobile software distribution platforms  Third-party Software  Proprietary Software
  • 24. What can they do? http://andynaselli.com/iphone-resources
  • 25. What can they do?  Capable of almost anything  Limited by the:  Imagination of programmers (application writers)  Technology of the time
  • 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. 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. 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. 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. 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. Doodle Kids
  • 32. Google Goggles Video
  • 33. What platforms are apps running on?  Apple iOS  Android  Symbian  RIM BlackBerry  Windows  Palm WebOS
  • 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. 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. 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. 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. 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. How critical are applications? Source: Crowd Science (June 2009), Smartphone Usage and Brand Study
  • 40. Determinants of a platform’s success Personal Concerns:  Functions  User Interface  Performance  Brand Loyalty Corporate Concerns:  Apps Development
  • 41. How critical are applications?
  • 42. What is an iPad? First tablet computer by Apple
  • 43. FEATUR ES MicroSIM slot 3G data network capabilities
  • 44. The iPad Experience Video
  • 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. iPad received very well On Day 1 Within 80 days
  • 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. Impact of iPad Sparked intense competition  Competitors jostle for market share  Introduced competing tablets:  Samsung Galaxy Tab  Blackberry Playbook
  • 49. Impact of iPad Entered eBook industry  iBook (eBook reader) vs. Amazon’s Kindle  eBooks sold in the iTunes Store
  • 50. Impact of iPad New mobile gaming possibilities   Interactive  E.g. N.O.V.A
  • 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. Impact on iPhone Future Expectations  7” iPad rumoured  Greater portability  Limit to size reduction  Telecommunication capabilities  Headset  Competes with iPhone
  • 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. What’s to come in the future? + Integration
  • 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. Source: Gartner (August 2010)
  • 57. Comparison of Market Share http://www.gartner.com/it/page.jsp?id=1434613

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