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Apple iPhone <ul><li>I-224 </li></ul><ul><li>March 21, 2007 </li></ul>
Smart Phone <ul><li>Calls by Touch </li></ul><ul><li>Voicemail </li></ul><ul><li>SMS </li></ul><ul><li>Photos </li></ul><u...
<ul><li>Smart Phone </li></ul><ul><li>iPod (Widescreen)  </li></ul><ul><li>Wireless Internet Communication Device  </li></...
iPod (Widescreen) <ul><li>Tunes Library Access </li></ul><ul><ul><ul><li>Videos </li></ul></ul></ul><ul><ul><ul><li>Songs ...
Wireless Internet Communication Device <ul><li>Wi-Fi enabled Internet Device  </li></ul><ul><ul><ul><li>Auto Wi-Fi detecti...
PDA, Computer and Camera <ul><li>Apple’s OS X running Widget’s Java based software </li></ul><ul><li>PDA features: appoint...
Technical Specifications
iPhone Design <ul><li>Display Screen </li></ul><ul><ul><li>3.5-inch touch screen display  </li></ul></ul><ul><ul><li>Finge...
Software OS X Capabilities <ul><ul><li>Full OS X </li></ul></ul><ul><ul><li>Multi Tasking </li></ul></ul><ul><ul><li>Netwo...
Phone Market Position
iPhone vs. the competition
Customer segments <ul><li>Enterprises are unlikely to buy iPhones </li></ul><ul><ul><li>Price ~40% higher than Blackberrie...
Marketing decisions (I) <ul><li>Pricing </li></ul><ul><ul><li>Skimming strategy  </li></ul></ul><ul><ul><li>Typically cell...
Marketing decisions (II) <ul><li>Distribution </li></ul><ul><ul><li>Restricted availability to Cingular and Apple stores <...
Early adopter market ~8.7m <ul><li>Cingular customers 58m </li></ul><ul><li>Cingular subscribers with iPod 30% </li></ul><...
Mobile Device Market <ul><li>World Sales </li></ul>Millions of Units
Analyses
Porter’s Five Forces New entrants Bargaining Power of customers Bargaining power of suppliers Threat of substitutes Rivalr...
SWOT Analysis strengths weaknesses opportunities threats Style/Brand Sensors Rich UI User base Hype First mover No UMTS Hi...
Recommendations
Open up the OS to third party developers
support Voice over IP
iDream (The Future)
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Apple Iphone

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Transcript of "Apple Iphone"

  1. 1. Apple iPhone <ul><li>I-224 </li></ul><ul><li>March 21, 2007 </li></ul>
  2. 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. 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. 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. 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. 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. 7. Technical Specifications
  8. 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. 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. 10. Phone Market Position
  11. 11. iPhone vs. the competition
  12. 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. 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. 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. 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. 16. Mobile Device Market <ul><li>World Sales </li></ul>Millions of Units
  17. 17. Analyses
  18. 18. Porter’s Five Forces New entrants Bargaining Power of customers Bargaining power of suppliers Threat of substitutes Rivalry within industry
  19. 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. 20. Recommendations
  21. 21. Open up the OS to third party developers
  22. 22. support Voice over IP
  23. 23. iDream (The Future)
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