Smart Phones

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A project presentation on the smartphone industry.

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Smart Phones

  1. 1. SMARTPHONESSMARTPHONES Topic 6-1Topic 6-1
  2. 2. Presented by:
  3. 3. Presentation Outline
  4. 4. Article Overview “As smartphones proliferate, will one company emerge as the clear market winner?” – Knowledge@Wharton
  5. 5. Article Overview http://knowledge.wharton.upenn.edu/article.cfm?articleid=2244
  6. 6. Article Overview  Product is increasingly popular  “… m o ving fro m the re alm o f niche pro duct to g am e -chang ing , mass market item. ” http://knowledge.wharton.upenn.edu/article.cfm?articleid=2244
  7. 7. Article Overview  Smartphone industry possesses tremendous growth potential  1 In the first quarter of 2009…  Economy in severe decline  Overall mobile shipments fell 15.8%  But, smartphone segment grew 4% 1 Figures extracted from article. Statistics were published by IDC, a research subsidiary of International Data Group (IDG).
  8. 8. Article Overview  Fierce competition for market share  Players:  BlackBerry (RIM), iPhone (Apple), Treo (Palm)  “The sm artpho ne m arke tplace is fullo f incre asing ly cle ve r de vice s o ffe re d at ste adily falling price s. ” http://knowledge.wharton.upenn.edu/article.cfm?articleid=2244
  9. 9. Article Overview  Lock-in practice (Apple)  “The practice o f re q uiring use rs to use hardwareand softwarefro m a prescribedset of vendors by im po sing substantialcost or inconveniencein replacingthe pro duct. ” http://knowledge.wharton.upenn.edu/article.cfm?articleid=2244
  10. 10. Article Overview Divide and conquerstrategy Open source OS
  11. 11. Article Overview  Key determinant of success: Software availability  Choice rules the industry
  12. 12. What is a smartphone? + =
  13. 13. What is a smartphone? Smartphones are mobile phones that offer advanced functionality above a basic feature phone. Able to run third-party applications on a platform (OS) http://www.techterms.com/definition/smartphone
  14. 14. Features & Characteristics Enhanced connectivity  Browse the web anytime, anywhere Convenience  Mobility & portability Multi-tasking  Run several functions at one go
  15. 15. Features & Characteristics Customizability  Suit the user’s specific needs  App Stores 1. iTunes Store 2. Market 3. BlackBerry App World 4. Ovi Store 5. Windows Marketplace
  16. 16. Features & Characteristics Tethering  Mobile phone acts as a modem  Allows other devices to connect to the internet via data plan Exceptions  Phones running on Windows Phone 7
  17. 17. Features & Characteristics Demo Tethering
  18. 18.  Accessibility  Back-up/alternative  Convenience  Battery consumption  Additional software  Expensive  Speed
  19. 19. What are these?
  20. 20. What are Apps?  Software that runs on mobile devices  Multiple functions and advanced services  Increases internet usage  E.g.  Mobile instant messaging client (ebuddy)  Social networking services (FacebookMobile)
  21. 21. Apple’s App Store Downloads Top Three Billion “ Three billion applications downloaded in less than 18 months – this is like nothing we’ve ever seen before,” – Ste ve Jo bs, Apple ’s CEO . (5 January 20 1 0 ) Applications are the second fastest growing IT area of spending Mobile applications is a high growth element Trend: Fast expanding market with high potential  Served by more developers, publishers and providers
  22. 22. Who Creates Apps?
  23. 23. Types of Apps  Pre-installed  Downloaded from app stores and mobile software distribution platforms  Third-party Software  Proprietary Software
  24. 24. What can they do? http://andynaselli.com/iphone-resources
  25. 25. What can they do?  Capable of almost anything  Limited by the:  Imagination of programmers (application writers)  Technology of the time
  26. 26. What can they do? Adapted from Mobile Applications, Mobile Marketing Association (September 2008)
  27. 27. DBS mBanking  DBS iBanking system  Features  Backed by DBS iBanking Money Safe Guarantee  Online security  Secured account information in event of phone loss or theft
  28. 28. DBS Indulge Singapore  Gain access to dining privileges and great deals  Discounts and special offers for dining pleasure  Features include: - Built-in maps for dining places - Driving directions - Ability to share details
  29. 29. Michigan colleges getting into iPhone, Android smartphone app game  Students design mobile phone applications  Mobile Applications and Services Lab  GVSU LakerMobile App  Quick Graph App downloaded 500,000 times by iTunes By Dave Murray, The Grand Rapids Press, 14 March 2010
  30. 30. Nine-year Old Writes iPhone Application  Doodle Kids (iPhone application)  Enables users to draw by brushing their fingers against iPhone’s touchscreen  Cleardoodle by shaking the phone  Downloaded more than 4,000 times from Apple’s App Store within two weeks By Re ute rs, 6 Fe bruary 20 0 9
  31. 31. Doodle Kids
  32. 32. Google Goggles Video
  33. 33. What platforms are apps running on?  Apple iOS  Android  Symbian  RIM BlackBerry  Windows  Palm WebOS
  34. 34. Apple iOS  Apple Factor  User Interface  Apps: - >250,000 apps available - >3 billion downloaded http://asia.cnet.com/reviews/mobilephones/0,39050603,62200934,00.htm http://developer.apple.com/devcenter/ios/index.action http://www.apple.com/pr/library/2010/01/05appstore.html  Limited multitasking  Tight control of iTunes App Store by Apple  Can only run on Apple devices Strengths: Weaknesses:
  35. 35. Google Android  >80,000 apps on Android Market  12,593 new apps per month  Open OS http://www.androidcentral.com/googles-andy-rubin-says-over-80k-apps-now-android-market http://www.androlib.com/appstats.aspx http://sip-trunking.tmcnet.com/topics/security/articles/89653-smobile-systems-survey-warns-dangers-android-mobile-app.htm  Loose control of Android Market by Google Strengths: Weaknesses:
  36. 36. Nokia Symbian  Leader by market share (40.1%)  Open OS  Stable & low energy consumption http://www.symbian-guru.com/welcome/2010/02/distimo-shows-ovi-store-apps-are-cheaper-than-iphone-apps.html http://www.letsgomobile.org/en/review/0037/symbian-windows-mobile/ http://www.pcworld.com/businesscenter/article/188535/five_benefits_of_an_open_source_symbian.html http://www.symantec.com/security_response/writeup.jsp?docid=2004-061419-4412-99 Strengths:  Decreasing market share  >6,000 apps on Ovi Store  Vulnerable to viruses (eg. Cabir) Weaknesses:
  37. 37. RIM BlackBerry OS  >10,000 apps on RIM’s App World  User interface  Plans to switch OS http://www.businessinsider.com/rim-is-finally-ditching-the-blackberry-os-but-not-for-android-2010-9 http://www.computerweekly.com/Articles/2005/05/10/209884/Clear-business-gains-from-BlackBerry-mobile-technology.htm http://www.dailytech.com/New+Study+Gives+RIM+Smartphones+High+Scores+on+Security/article15261.htm http://www.mobile-ent.biz/news/38555/RIM-passes-10000-apps-on-BlackBerry-App-World  Popular for businesses  Superior email capabilities - downtime & productive time  Strong security protection Strengths:: Weaknesses::
  38. 38. WindowsWindows  Stable & fast (Windows Mobile)  Under-developed app store  Integration with Windows Office Suite  Windows Phone 7 – 8 Nov 2010 http://www.mobile-ent.biz/news/38555/RIM-passes-10000-apps-on-BlackBerry-App-World http://asia.cnet.com/reviews/mobilephones/0,39050603,62201477,00.htm http://www.androidcentral.com/webos-review- smartphone-round-robin Palm WebOSPalm WebOS  2,400 apps on Palm App Catalog  Poor performance speed  Enhanced appearance & multitasking capabilities
  39. 39. How critical are applications? Source: Crowd Science (June 2009), Smartphone Usage and Brand Study
  40. 40. Determinants of a platform’s success Personal Concerns:  Functions  User Interface  Performance  Brand Loyalty Corporate Concerns:  Apps Development
  41. 41. How critical are applications?
  42. 42. What is an iPad? First tablet computer by Apple
  43. 43. FEATUR ES 9.7” Multitouch Touchscreen MicroSIMslot Wireless capabilities 3G data network capabilities 200,000 apps
  44. 44. The iPad Experience Video
  45. 45. Major Benefits  Runs both iPhone & iPod Touch apps   functions & versatility  iWorkfor importing and editing of documents   productivity  10 hours of battery life   convenience  Large touchscreen   comfort
  46. 46. iPad received very well On Day 1 Within 80 days
  47. 47. Impact of iPad Worldwide shipments of new PCs lower than expected  3% in Q3  Dell’s U.S. shipments  4.9% http://www.msnbc.msn.com/id/39660539
  48. 48. Impact of iPad Sparked intense competition Competitors jostle for market share Introduced competing tablets:  Samsung Galaxy Tab  Blackberry Playbook
  49. 49. Impact of iPad Entered eBook industry iBook (eBook reader) vs. Amazon’s Kindle eBooks sold in the iTunes Store
  50. 50. Impact of iPad New mobile gaming possibilities  Interactive  E.g. N.O.V.A
  51. 51. Impact on iPhone Current Comparison  All iPhone functions  Except call & text  Performs work-related tasks better  Productivity suites  Larger screen  Lower sales  iPad 3.2 million vs. iPhone 8.4 million units sold http://www.apple.com/pr/library/2010/07/20results.html
  52. 52. Impact on iPhone Future Expectations  7” iPad rumoured  Greater portability  Limit to size reduction  Telecommunication capabilities  Headset  Competes with iPhone
  53. 53. Smartphones vs Tablets   Smartphones Tablets FUNCTIONS Similar Similar. No phone calls/sms SIZE Small Big BATTERY LIFE 1-2 days <10 hrs PROCESSING SPEED 1GHz up to 1.4GHz STORAGE up to 32GB up to 320GB PRICE US$85 US$300 to >US$1000 http://www.itpro.co.uk/620302/smartphones-vs-netbooks-vs-tablets-which-is-best-for-you http://www.pcworld.com/article/186737/mobile_snapdragon_processor_to_hit_15ghz_dualcore_in_2010.html http://www.mobilemarketer.com/cms/news/research/4706.html http://www.mobilitysite.com/2010/08/android-tablets-get- prices-less-vapour/
  54. 54. What’s to come in the future? + Integration
  55. 55. Will there be a clear winner?  Unlikely  No one-phone-fits-all Factors:  User needs & preferences  Future developments  Compatibility synchronisation Verdict: A few dominant players
  56. 56. Source: Gartner (August 2010)
  57. 57. Comparison of Market Share http://www.gartner.com/it/page.jsp?id=1434613
  58. 58. Q&AQ&A

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