Apple Iphone
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Apple Iphone

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Apple Iphone Presentation Transcript

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