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H-iphone

VIEWS: 4 PAGES: 23

									Apple iPhone




       I-224
   March 21, 2007
             Smart Phone

•   Calls by Touch

•   Voicemail

•   SMS

•   Photos

•   Calendar
                  Apple iPhone
                                                             •   Smart Phone

                                                             •   iPod (Widescreen)

                                                             •   Wireless Internet
          QuickTime™ and a
                                                                 Communication
                                                                 Device
TIFF (Un compressed) decompressor
   are neede d to see this picture.




                                                             •   PDA

                                                             •   Computer (OS X)
                                Qui ckTi me™ and a
                       TIFF (Uncompressed) decompressor
                         are needed to see thi s pi cture.
                                                             •   Camera
       iPod (Widescreen)
•   Tunes Library Access

       •   Videos

       •   Songs

       •   Movie Previews                       QuickTime™ and a
                                      TIFF (Un compressed) decompressor
                                         are neede d to see this picture.


       •   Lyrics

       •   Album Artwork

•   Touch Controls

•   3.5 inch screen iPod with touch screen controls
  Wireless Internet
Communication 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
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
  Technical
Specifications
       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 (MH z: 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
               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
 Software OS X
  Capabilities

•Full OS X       •Cocoa
•Multi Tasking   •Core Animation
•Networking      •Graphics
•Syncing         •Audio
•Low Power       •Widgets
•Security        •Applications
•Video
  Phone Market Position
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                                                                                                                                                                                                                                                a
                                                                                                                                                                                                                                             Noki




                                                                                                                                                                                                Basic
                                                                                                                                                                                                                                                                                                       Phone
                                                            Score (10 = highest)




                                                                                    10




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                                                                       6
                                                                            8
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Factors of Competition
                                         Sc
                                           re
                           PC                en
                                                                                         iPhone differentiation




                                fu
                                   nc
                                     t io
                                         na
                                            lity
                                                              Pearl

                                                              RAZR
                                                                           iPhone




                                                              Motorola
                                                              Blackberry
                                                                                                                  iPhone vs. the competition
         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
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
    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
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
Mobile Device Market



World Sales




              Millions of Units
Analyses
     Porter’s Five Forces
             New entrants




Bargaining   Rivalry within   Bargaining
 power of      industry        Power of
 suppliers                    customers




               Threat of
              substitutes
                     SWOT Analysis
   strengths                                                           weaknesses

Style/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 devices
Port existing apps                                  Highly developed market
                     New social device

                  Distribute iTunes content


 opportunities                                                             threats
Recommendations
Open up the OS
  to third party developers
     support

Voice over IP
iDream
(The Future)

								
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