Iphone

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Iphone

  1. 1. Apple iPhone I-224 March 21, 2007
  2. 2. Smart Phone• Calls by Touch• Voicemail• SMS• Photos• Calendar
  3. 3. Apple iPhone • Smart Phone • iPod (Widescreen) • Wireless Internet QuickTime™ and a Communication DeviceTIFF (Uncompressed) decompressor are needed to see this picture. • PDA • Computer (OS X) QuickTime™ and a TIFF (Uncompressed) decompressor Camera are needed to see this picture. •
  4. 4. iPod (Widescreen)• Tunes Library Access • Videos • Songs • Movie Previews QuickTime™ and a TIFF (Uncompressed) decompressor are needed to see this picture. • Lyrics • Album Artwork• Touch Controls• 3.5 inch screen iPod with touch screen controls
  5. 5. Wireless InternetCommunication Device• Wi-Fi enabled Internet Device • Internet email • Auto Wi-Fi detection • Rich HTML email (802.11b/g) • Widget Applications • Bluetooth • stock quotes • GSM • sports scores • Cingular’s EDGE • weather reports• Full Feature Browser • traffic updates• Syncs automatically with a Mac or a PC
  6. 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. 7. TechnicalSpecifications Screen size 3.5 inches Screen 320 by 480 at 160 ppi resolution Input method Multi-touch Operating OS X system Storage 4GB or 8GB GSM Quad-band (MHz: 850, 900, 1800, 1900) Wireless data Wi-Fi (802.11b/g) + EDGE + Bluetooth 2.0 Camera 2.0 mega pixels Battery Talk / Video / Browsing - Up to 5 hours Audio playback - Up to 16 hours Dimensions 4.5 x 2.4 x 0.46 inches / 115 x 61 x 11.6mm Weight 4.8 ounces / 135 grams
  8. 8. iPhone Design Audio• Display Screen Headphone jacks • 3.5-inch touch screen display Built-in speaker • Finger commands interface Bluetooth (stereo) transmission • 25,000 pixels per inch resolution • Ambient light sensor
  9. 9. Software OS X Capabilities•Full OS X •Cocoa•Multi Tasking •Core Animation•Networking •Graphics•Syncing •Audio•Low Power •Widgets•Security •Applications•Video
  10. 10. Phone Market Position Smart QuickTime™ and a TIFF (Uncompressed) decompressor are needed to see this picture. QuickTime™ and a QuickTime™ and a TIFF (Uncompressed) decompressor TIFF (Uncompressed) picture. are needed to see this decompressor are needed to see this picture. QuickTime™ and a QuickTime™ and a TIFF (Uncompressed) decompressor TIFF (Uncompressed) decompressor are needed to see this picture. QuickTime™ and a TIFF (Uncompressed) decompressor are needed to see this picture. are needed to see this picture. TIFFneeded to see and a QuickTime™ are (Uncompressed) decompressor this picture. TIFF (Uncompressed)(Uncompressed)adecompressor andneeded to and QuickTime™ QuickTime™TIFFa decompressor are needed to see this picture. see this picture. are iPhone TIFFneeded to seeand apicture. QuickTime™ are (Uncompressed) decompressor this QuickTime™ and a TIFF (Uncompressed) decompressor Easy E62 are needed to see this picture. QuickTime™ and a TIFF (Uncompressed) decompressor are needed to see this picture. Moto Q BlackberryComplex To Treo Use QuickTime™ and a TIFF (Uncompressed) picture. are needed to see this decompressor TIFFneeded to seeand apicture. QuickTime™ this are (Uncompressed) decompressor Nokia Basic Phone
  11. 11. iPhone vs. the competition iPhone differentiation 10 8 iPhone 6 Blackberry Pearl 4 Motorola 2 RAZR Score (10 = highest) 0 Email Screen Affordable Easy of use Fashionable Web browsing Player Media Carrier availability PC functionality Factors of Competition
  12. 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. 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. 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. 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. 16. Mobile Device MarketWorld Sales Millions of Units
  17. 17. Analyses
  18. 18. Porter’s Five Forces New entrantsBargaining Rivalry within Bargaining power of industry Power of suppliers customers Threat of substitutes
  19. 19. SWOT Analysis strengths weaknessesStyle/Brand Sensors No UMTS High price / high end User base Limited distribution channels First mover Rich UI Unsafe for Hype Missing features corporate use? Migrate people to Apple Similar devicesPort existing apps Highly developed market New social device Distribute iTunes content opportunities threats
  20. 20. Recommendations
  21. 21. Open up the OS to third party developers
  22. 22. supportVoice over IP
  23. 23. iDream(The Future)

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