Apple Inc: iTunesTeam Global Tech Gals  January 15, 2012
Apple Inc: iTunesTeam Global Tech Gals  January 15, 2012
CLICK AnalysisApple Inc was originally established in April 1,       1976 by founders Steve Jobs, Steve          Wozniak, ...
CLICK ContinuedOver the course of the following decades the brand  evolved to become what we know as the developers  of th...
CLICK ContinuedOver the course of the following decades the brand  evolved to become what we know as the developers  of th...
Apple is a brand that has redefined the meaning of simple  design. The company’s ability to hone user needs and ease  of na...
iTunes is a testament to this design principle.
iTunes first intended marketing efforts began at launch in 2001, when the brand   targeted consumers interested in purchasi...
SWOT AnalysisStrengths                             Weaknesses1.  Clean file downloads              1.  Consumers must pay ...
Competitor Analysis
Top 3 ProblemsIllegal downloading of music was causing the   Music industry to loss profit and there was   a real threat of...
Top 3 SolutionsOffering online sales of albums and singlesStandardized pricing for singles at 99 cents –  this meant that ...
Business Model Canvas
Industry ImpactThe iTunes Music store was introduced in   April 2003 with 200,000 songs all for sale   at 99 centsIn the fi...
Industry ImpactiTunes along with the iPod changed the way  people consume musicIt allowed people to buy experiences that n...
Alternative Business ModelsSubscription service model would be  additional revenue stream for AppleIt would allow Apple to...
References:                                                                    Image Resource List:•	   iTunes logo for ti...
Resources for Industry Impact & Alternative Business Models:    •	 Breen, C. (2010, October 12) MacWorld “Four Music Subsc...
Team Global Tech Gals-iTunes Analysis
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Team Global Tech Gals-iTunes Analysis

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  • Team Global Tech Gals-iTunes Analysis

    1. 1. Apple Inc: iTunesTeam Global Tech Gals January 15, 2012
    2. 2. Apple Inc: iTunesTeam Global Tech Gals January 15, 2012
    3. 3. CLICK AnalysisApple Inc was originally established in April 1, 1976 by founders Steve Jobs, Steve Wozniak, and Ronald Wayne. The men met while working for the gaming brand Atari, and formed an early partnership that helped launch Apple into the leading brand we know today.
    4. 4. CLICK ContinuedOver the course of the following decades the brand evolved to become what we know as the developers of the Macintosh product line.Though the company is credited with many technological developments and applications, here we will focus on Apple’s use of their popular music application, iTunes.
    5. 5. CLICK ContinuedOver the course of the following decades the brand evolved to become what we know as the developers of the Macintosh product line.Though the company is credited with many technological developments and applications, here we will focus on Apple’s use of their popular music application, iTunes.
    6. 6. Apple is a brand that has redefined the meaning of simple design. The company’s ability to hone user needs and ease of navigation has set them apart in the field of hardware and software development.Even at an early age, Apple’s technological innovator Steve Wozniak enjoyed working on a budget and with limited materials. The company still exemplifies this simple design in all of its products, and is part of the reason consumers find them so user friendly. It was Steve Job’s understanding of technology and his amazing energy that helped ensure the brand’s market success.Apple’s founders captured demand for their products and services from consumers who desired a more user-friendly (and therefore simple) interface.
    7. 7. iTunes is a testament to this design principle.
    8. 8. iTunes first intended marketing efforts began at launch in 2001, when the brand targeted consumers interested in purchasing music in an online environment that supported clean and legal downloads for a price.Apple developers wished to compliment the recent release of the iPod and the iTunes platform posed a perfect pairing of technological products. Music labels were inalterably impacted by the new iTunes generation, and a whole new way of discovering and purchasing music quickly and easily was born.
    9. 9. SWOT AnalysisStrengths Weaknesses1.  Clean file downloads 1.  Consumers must pay for music2.  Legal acquisition of files 2.  Content restricions and licensing3.  Easy to use 3.  Lack of music variety4.  Fast downloads 4.  4. Difficult artist/developer5.  Brand recognition backend navigation/integrationOpportunities Threats1. 100% cloud storage 1.  Subscription radio2. User incentives to promo 2.  Free peer-to-peer music sitesdiscounts 3.  Wider variety on other sites3. Price cuts on product to reflect 4.  Better software being developedcompatative advantage on retail by other brandsstores4. Easier profile interfaceexperience for artists anddevelopers
    10. 10. Competitor Analysis
    11. 11. Top 3 ProblemsIllegal downloading of music was causing the Music industry to loss profit and there was a real threat of the music industry becoming extinctConsumers wanted digital music for free but legally and relatively cheapConsumers wanted to be able to pick what they wanted to listen to and be able to do so in an easy to use fashion 
    12. 12. Top 3 SolutionsOffering online sales of albums and singlesStandardized pricing for singles at 99 cents – this meant that you could buy a single for 99 cents no matter who the artists wasSelling singles instead of albums - this changed the way that the average customer thought of a music unit.
    13. 13. Business Model Canvas
    14. 14. Industry ImpactThe iTunes Music store was introduced in April 2003 with 200,000 songs all for sale at 99 centsIn the first week more than 1 million songs were purchased and downloadedThis was the first time consumers could ‘cherry pick’ their songs rather than purchasing entire albums or singles the record labels selected
    15. 15. Industry ImpactiTunes along with the iPod changed the way people consume musicIt allowed people to buy experiences that now includes connecting with artists via iTunes ping, Facebook and TwitterArtists have more options on self distribution and licensing
    16. 16. Alternative Business ModelsSubscription service model would be additional revenue stream for AppleIt would allow Apple to anticipate monthly revenue from members whether they download music that month or notHaving a subscription service model would allow Apple to control a member’s music library; subscription ends and the library is no longer accessible giving incentive to continue service
    17. 17. References: Image Resource List:• iTunes logo for title page http://www.finestdaily.com/news/free-itunes-movie-rentals-from-orange-and-apple.html/attachment/itunes-logo-2• image of first iPod http://www.apple.com/pr/products/ipodhistory/• image of iPod 2003 http://www.apple.com/pr/products/ipodhistory/• image of 2003 iTunes store http://news.cnet.com/html/ne/Special/Pops/itunes_pop.html• image of U2 FB page https://www.facebook.com/u2?sk=wall• image of Jared from Kings of Leon https://twitter.com/#!/youngfollowill• image of iTunes ping iTunes music player• image of subscription service http://www.macworld.com/article/154757/2010/10/music_subscription_compared.html• image of Foo Fighters on iTunes mobile http://www.apple.com/itunes/what-is/• image of Steve Jobs with download screen http://articles.businessinsider.com/2011-05-31/tech/30032065_1_ios-apple-s-worldwide-developer-s-conference-mobileme• image of Steve Jobs announcing Ping http://www.physorg.com/news/2010-11-apple-itunes-tuesday.html• early Steve Jobs http://www.cultofmac.com/125063/steve-jobs-finally-reveals-where-the-name-apple-came-from/• iPod generation graphic http://www.designerwhey.com/blog/phase-ten-the-ipod-trio-part-three/• iPod generation dog http://captionsplash.mylifetime.com/user/scottiebaby• iTunes competitor – Google http://twitteling.com/2011/03/itunes-competitors-from-google-is-ready-to-be-presented/• iTunes competitor – Rhapsody http://chattahbox.com/technology/2008/06/30/rhapsody-embraces-the-ipod-challenges-itunes/• iTunes competitor – Spotify http://www.digitaltrends.com/computing/spotify-music-download-service-launches-in-europe-with-ipod-support-free-playlist-syncing/• iTunes gift card for revenue stream http://www.kaboodle.com/reviews/itunes-gift-card-collection• Music industry labels impacted from iTunes http://thenextweb.com/media/2011/01/03/the-music-industry-and-the-web-time-to-kiss-and-make-up/• Matt Damon with iPod (service meets customers needs when jogging) http://obamapacman.com/2009/08/matt-damon-apple-mac-laptop-ipod/• Girl on train with iPod (service meets customers needs when commuting) http://wigblog.blogspot.com/2005/07/end-of-ipod-era.html
    18. 18. Resources for Industry Impact & Alternative Business Models: • Breen, C. (2010, October 12) MacWorld “Four Music Subscription Services Compared”, http://www.macworld.com/article/154757/2010/10/ music_subscription_compared.html • Byrne, D. (2007, December 18) Wired Magazine “David Byrne’s Survival Strategies for Emerging Artists – and Megastars”, http://www.wired.com/entertainment/ music/magazine/16-01/ff_byrne?currentPage=all • Deleon, N. (2011, March 23) Tech Crunch “London School of Economics: No, Piracy Has Not Killed the Music Industry”, http://techcrunch.com/2011/03/23/ london-school-of-economics-no-piracy-has-not-killed-the-music-industry-but-the-industry-has-certainly-changed/ • O’Hear, S. (2007, October 11) Last 100 “Music Industry: Five Alternative Business Models”, http://www.last100.com/2007/10/11/music-industry-five- alternative-business-models/ • Spotts, G. (2007, March 25) Fast Company “Indie Bands Reach New Sales Heights Through iTunes”, http://www.fastcompany.com/blog/greg-spotts/digital- entertainment-column/indie-bands-reach-new-sales-heights-through-itunes • Unknown (n.d.) Apple “Press Info: iPod + iTunes Timeline” http://www.apple.com/pr/products/ipodhistory/ Resources for CLICK Analysis●1. Ehrenfried, M. (2011, 12 09). markusehrenfried.de. Retrieved from http://www.markusehrenfried.de/ mac/applehistory.html2. Livingston, J. (n.d.). Founders at work. Retrieved from http://www.foundersatwork.com/ steve-wozniak.html3. Apple Inc. (200). Apple inc. (2 ed., Vol. 11, p. 2).
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