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Apple iPhone

Apple iPhone. I-224 March 21, 2007. Smart Phone. Calls by Touch Voicemail SMS Photos Calendar. Apple iPhone. Smart Phone iPod (Widescreen) Wireless Internet Communication Device PDA Computer (OS X) Camera . iPod (Widescreen). Tunes Library Access Videos Songs Movie Previews

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Apple iPhone

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  1. Apple iPhone • I-224 • March 21, 2007

  2. Smart Phone • Calls by Touch • Voicemail • SMS • Photos • Calendar

  3. Apple iPhone • Smart Phone • iPod (Widescreen) • Wireless Internet Communication Device • PDA • Computer (OS X) • Camera

  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. 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 Wireless Internet Communication Device

  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 suppliers Rivalry within industry Bargaining Power of customers Threat of substitutes

  19. SWOT Analysis strengths weaknesses High price / high end Sensors No UMTS Style/Brand Limited distribution channels User base First mover Rich UI Unsafe for corporate use? Missing features Hype Migrate people to Apple Similar devices Port existing apps Highly developed market New social device Distribute iTunes content opportunities threats

  20. Recommendations

  21. Open up the OSto third party developers

  22. supportVoice over IP

  23. iDream(The Future)

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