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Positioning Platforms for Smartphones
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Positioning Platforms for Smartphones

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Positioning Platforms for Smartphones Positioning Platforms for Smartphones Presentation Transcript

  • SMARTPHONES Presented By - Shweta Pulee Mandar Ghanekar Anuradha Nikumbh
  • Agenda
    • For various players in the SMARTPHONES segment
      • Identify the positioning platforms and value propositions being used
      • Give details of their marketing mix (for any two players)
      • For any one of the players give suggestions on how they can improve their market performance
  • Introduction
    • Smartphone
    PDA Cell Phone + A smart phone offers more advanced computing ability and connectivity that the conventional mobile phone.
  • Positioning Platforms
    • Different smart phone brands are using different positioning platforms. For e.g.
    • The Apple iPhone is showing better sales and brand recognition because of Product characteristics like its ability to pull up and view the wired Web on the phone (ATTRIBUTE).
    • Samsung Galaxy series, which uses Google’s Android OS, is gaining considerable market share because of relative low prices compared to iPhone (VALUE).
  • Positioning of Samsung v/s Apple
  • Market Players **Source – IDC Worldwide Quarterly Mobile Phone Tracker as on August 4, 2011 Rank Vendor Market Share 1 Apple 19.1 % 2 Samsung 16.2 % 3 Nokia 15.7 % 4 RIM 11.6 % 5 HTC 11.0 % Others 26.4 % Total 100 %
  • Value Proposition
    • Intended for style-conscious, business minded consumers who would like to browse the Internet and enjoy entertainment to-go.
    • Combines a web browser, email, music player and personal computer into a single, fashionable, easy-to-use device.
      • Power in your pocket
      • Personalization
      • Organizers
      • Stay In Touch
      • Enterprise enabled
      • Richer multimedia experience
      • Information at fingertips
      • Sensor-driven functionality
  • Power in your Pocket
    • Smart phones are small and easy to carry. They are slightly larger than the normal mobile phones, but this is to be expected as it is basically a ‘laptop in your pocket’.
    • Most smart phones have trackers to track the stolen or lost phone.
    Personalization
    • A Smartphone can be your personal and unique device with programmable ring tones, color schemes, home screens, images, web favorites and mobile services.
  • Organizers
    • The Smartphone can function as your personal assistant, with electronic diaries, contact lists, and automatic reminders.
    • When combined with your work e-mail it can become a highly sophisticated, powerful business tool. It’s also an excellent way to stay connected in a forever changing, fast paced world.
  • Stay in touch
    • Smart phones, such as Rim’s Blackberry, will not only allow you to check for email but can enable synchronization between any email accounts like Outlook, Gmail, and hotmail.
    • Information on Smartphone is consistent and up-to-date with your PC. Desktop or server over-the air synchronization with Outlook gives you the latest email, calendar and contact information while mobile and messages can be created while offline to minimize airtime.
    • They can also send notifications of any new messages. It enables the individual to continuously be accessible and productive
    • Many smart phones have an Integrated GPS, so you always know exactly where you are, and you can find directions to y our destination in moments
    • Wi-Fi enabled Internet device
  • Enterprise Enabled (Remote Office)
    • Your smart phone is a secure gateway with your company’s network. It allows the device to function as if the individual was sat at their desk with access to data they would only get if they were carrying a laptop.
    • Not only could it increase productivity, but it helps keep professionals connected and could eventually translate to a more relaxed and positive individual, making business 100% easier
    • Secure messaging encryption technology – For e.g. RIM Blackberry enterprise enabled smartphones
  • Richer Multimedia Experience
    • Touch Screen
    • Inbuilt chat messengers, media players,
    • High megapixel inbuilt cameras
    • Watch videos on YouTube
    • Store and play your entire collection of music
    • Download and listen to podcasts
    • Voice recorders
    • Video calling, recording and editing.
    • Game Hub
  • Information at fingertips
    • Smart phones are being designed to deliver the right information at the right time and in the right context.
    • Shop using industry-standard security technologies
    • Readers Hub – inbuilt eBook readers
    • Near field communication (NFC) to allow the phone to act as a wireless credit/debit card.
    • More and more services are being made available on Smart phones, from access to maps and directions to television transmissions with news coverage or weather reports to traffic information and scheduling alerts - which means your business can always stay one step ahead of what's going on.
  • Applications (a.k.a. Apps)
    • Availability of thousands of small apps via online stores.
    • Productivity apps - including word processors, personal organizers and spreadsheet programs - coupled with smart phones featuring built-in QWERTY key boards make working on these handheld devices easy.
    • Multitasking – switching between apps instantly
  • Sensor-driven functionality
    • Light sensor to automatically adjust the smart phone’s display brightness enhancing visibility and saving power.
    • Proximity sensors detect the lifting of the device to the ear & immediately turn off the display to conserve power
    • Motion Sensors for screen rotation or map rotation.
    • Nuance speech recognition for talking to your phone to set up an alarm or reminder, requesting GPS directions using voice alone, sending text messages to name a few.
  • Marketing Mix
  • Samsung Galaxy Series
    • The smart phones in this series are Android based with S II being the world's thinnest dual-core smart phone. The Galaxy series smartphones are categorized as follows
      • “ S” (Super Smart / Flagship) for flagship devices such as the  Samsung Galaxy  S
      • “ R” (Royal / Refined / Premium) are models that combines power, performance and productivity
      • “ W” (Wonder / High Tier) for those seeking a balance between style and performance.
      • “ M” (Magical / Mid-Tier) are the High-performance models at an economic price-point.
      • “ Y” (Young) for for the younger audience more sensitive to price.
  • Marketing Mix
  • Marketing Mix
  • APPLE iPHONE
    • The Apple iPhone is an elegantly designed information communicator forged from steel and silicon that runs pioneering software under Apple’s OS X in a Unix Kernel.
    • It's clean, simple to use, has a wonderful Web browser and offers the real Internet experience and not some chopped-up version. It's slim and easy to handle
    • Apple has managed to create a Mac computer with mobile phone capabilities, bundled within an Internet enabled PDA & an iPod body.
    • The iPhone has become the de facto standard for a smartphone.
  • Marketing Mix
  • Marketing Mix
  • How can Apple improve its Market Performance
    • PRICE – Since the price is considerably higher than that of vendors like Blackberries (~40% higher), this makes enterprise purchases unlikely, since businesses are typically price sensitive. Apple needs to address this price ambiguity for a greater market share.
    • COMPETITION - It should keep a close eye on potential competitors like Samsung, HTC which are Android based and offer a lot more in terms of value.
    • ADDITIONAL CHANNELS - Apple needs to introduce new channels, other than Apple stores and limited partners to boost iPhone sales. Currently, in India, the iPhone.
    • FEATURES - Apple should try to enhance the following
      • A keyboard that's not as user-friendly for business executives
      • A battery that could have more juice
      • Aversion to Flash
  • Thank You !