This document analyzes and compares the mobile operating systems iOS and Android. It discusses Apple's background and iOS 10 update, key decision problems and research questions, and presents findings from secondary research and consumer reviews on features and satisfaction levels. A survey of 38 respondents is analyzed to understand brand perceptions, phone usage statistics, attribute importance, and satisfaction levels with different OS features. Limitations of the research and recommendations for Apple are provided.

1. Mobile Phone Operating
Systems
Sam Gordon, Cory Lester, Suhina Nath, Aaron Sauer, Lindsay Welhoelter
MKT 418
Group 1

2. Apple Background Information
● Information technology company
● Competitor analysis
● Flagship product: iPhone
● Design and development of consumer-friendly
products
● Release of iOS update

3. Decision Problems & Research Questions
Decision Problems:
● Which iOS features do consumers appreciate on their phone?
● How does Apple’s iOS 10 update compare to the needs?
Research Questions:
● How satisfied are the current Apple iOS users with the newest update?
● Is there a significant distinction between iOS 10 features and Android OS features?
● Which iOS features do smartphone users desire and value the most?
● How does this information compare with the features offered in the iOS 10 update?

4. Competition Analysis: Android and Apple are the 2 largest players in the smartphone industry
o Overall Market Share: Apple (15%) trailing behind Android (82%)
o Market Share of Operating System: Android (68.54%), iOS (25.78%)
o Demand for iOS: Declined from 32% to 23% between May 2016 and July 2016
Consumer Reviews:
Secondary Research Findings
Pros Cons
Apple Deeper 3D touch integration
Home app is great
No major redesign
iOS 10 does not reinvent the wheel
Android (Nougat/Marshmallow) Battery gets boost thanks to Doze
Reorganized app structure
Split-screening of apps is clunky
Now on Tap sometimes swings and
misses

5. Secondary Research Findings cont’d
Features of iOS 10 Features of iOS 9
Lock Screen: new unlocking feature, faster setting
control, raise to wake phone, widgets on lock screen,
updated notification center, press home to unlock
Siri: an artificial intelligence and voice recognition
software.
Text updates: digital touch, tap back, invisible ink, sticker
animation, handwrite text message, quicktype, emoji
replacement, bubble and screen effects
Search : A method to search entire phone for keywords
Photos/Camera: Advanced machine vision, memories,
markup
Apple Pay Enhancements
Siri: Opens apps, understands errors, take selfies, makes
whatsapp calls
Notes: A required application which creates a space for
quick thoughts to be recorded
Other: Maps improvements, interface redesign, events
feature
Apple Maps: Upgraded to include public transportation
in route creation

6. Respondents Summary
N = 38 (17 male, 21 female)
iOS 9: n = 2
iOS 10: n = 27
Android: n = 9

7. Brand Perception Analysis
Apple
Google
Samsung
● Overall brand
prestige is the
highest for
Apple, against
Google and
Samsung
● Apple leads
significantly in
all: prestige,
design, quality
and consumer
friendliness
● Paired Samples
T test was
significant

8. Phone Usage Statistics
● Broken down by mode
of use and compared
proportions across
Operating System
● 56% of Android users
use their phone to
Purchase Products or
Services, where only 31%
of iOS users use their
phone in that way

9. Attribute Importance Analysis ● Opportunities for Improvement:
○ Camera quality
○ GPS Maps*
○ Battery Life*
■ Low satisfaction, high importance
○ Easy to Use Interface

10. Satisfaction Analysis
● Satisfaction for most features
is similar among Android and
iOS users
● Notable difference in the
satisfaction for customizable
user interface and GPS
● Only statistically significant
difference is for GPS feature

11. Limitations
● Accuracy of data
○ Reported data may not be the same as actual belief
○ Bias in usage data (Primarily students of similar age)
● Restricted Sample Size (n = 38)
○ Not representative of population of smartphone users
○ Not statistically significant findings for many analyses
○ High Standard Errors in Regression analysis

12. Recommendations
● Begin preparing iOS 11 with a focus on user interface, battery life and GPS
guidance
● Certain features (mobile payment system, keyword search, lock screen app usage)
may not be critical to user experience
● Continue to differentiate through brand prestige
○ Innovation
○ Loyalty
● Monitor Google’s upcoming strategy for the Pixel
● To attract more Android users- increase customizability of interface
○ 22% Android users have considered switching phones → new users?

13. Thank You!