Transcript Apple iPhone - UC Berkeley School of Information

Apple iPhone
I-224
March 21, 2007
Smart Phone
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Calls by Touch
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Voicemail
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SMS
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Photos
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Calendar
Apple iPhone
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Smart Phone
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iPod (Widescreen)
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Wireless Internet
Communication
Device
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PDA
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Computer (OS X)
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Camera
QuickTime™ and a
TIFF (Uncompressed) decompressor
are needed to see this picture.
Qui ckTime™ and a
TIFF ( Uncompressed) decompressor
are needed to see this pi cture.
iPod (Widescreen)
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Tunes Library Access
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Videos
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Songs
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Movie Previews
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Lyrics
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Album Artwork
QuickTime™ and a
TIFF (Uncompressed) decompressor
are needed to see this picture.
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Touch Controls
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3.5 inch screen iPod with touch screen controls
Wireless Internet
Communication Device
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Wi-Fi enabled Internet Device
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Auto Wi-Fi detection
(802.11b/g)
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•
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•
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Internet email
Rich HTML email
Widget Applications
Bluetooth
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stock quotes
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sports scores
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weather reports
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traffic updates
GSM
Cingular’s EDGE
Full Feature Browser
Syncs automatically with a Mac
or a PC
PDA, Computer and Camera
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Apple’s OS X running Widget’s Java based software
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PDA features: appoint calendars, contact lists, photos,
emails and documents
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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
Screen
3.5 inches
320 by 480 at 160 ppi
resolution
Input method
Multi-touch
Operating
OS X
system
Storage
GSM
Wireless data
Camera
Battery
4GB or 8GB
Quad-band (M Hz: 850, 900, 1800, 1900)
Wi-Fi (802.11b/g) + EDGE + Bluetooth 2.0
2.0 mega pixels
Talk / Video / Browsing - Up to 5 hours
Audio playback - Up to 16 hours
Dimensions
Weight
4.5 x 2.4 x 0.46inches / 115 x 61 x 11.6m m
4.8 ounces / 135 grams
iPhone Design
Audio
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Display Screen
Headphone jacks
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3.5-inch touch screen display
Built-in speaker
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Finger commands interface
Bluetooth (stereo) transmission
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25,000 pixels per inch resolution
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Ambient light sensor
Software OS X
Capabilities
•Full OS X
•Multi Tasking
•Networking
•Syncing
•Low Power
•Security
•Video
•Cocoa
•Core Animation
•Graphics
•Audio
•Widgets
•Applications
Phone Market Position
Smart
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iPhone
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M ot o
Q
Bla c k b e r r y
Tr e o
Complex
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No k ia
Basic
Ph o n e
Easy
To
Use
Factors of Competition
PC
Pl
fu
nc
t io
na
lity
Sc
re
en
y
ay
er
sin
g
ai
l
va
ila
bi
lit
ed
ia
br
ow
Ca
rri
er
a
M
W
eb
Em
Af
fo
rd
ab
le
Ea
sy
of
us
e
Fa
sh
io
na
bl
e
Score (10 = highest)
iPhone vs. the competition
iPhone differentiation
10
8
iPhone
6
4
2
Blackberry
Pearl
Motorola
RAZR
0
Customer segments
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Enterprises are unlikely to buy iPhones
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Price ~40% higher than Blackberries’
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Blackberries have top-notch push-email
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iPhone has features that appeal to mass
consumer market
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However, sales will be gated by network and price
Marketing decisions (I)
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Pricing
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Skimming strategy
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Typically cell phone prices drop rapidly
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Expect Apple prices to fall slowly
Product
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Add functionality, maintain price
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Versioned iPods for price-sensitive segment
Marketing decisions (II)
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Distribution
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Restricted availability to Cingular and Apple
stores
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New iPhones will open channels & drive sales
Promotions
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Cingular iPhone discounts unlikely
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Expect iPhone voice / data plans
Early adopter market ~8.7m
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Cingular customers
58m
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Cingular subscribers with iPod
30%
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Cingular subscribers with iPod
17.4m
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Uptake rate from Cingular iPod customers in 1st year 50%
assumption
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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
power of
suppliers
Rivalry within
industry
Threat of
substitutes
Bargaining
Power of
customers
SWOT Analysis
strengths
weaknesses
Sensors
Style/Brand
User base
Rich UI
No UMTS
First mover
Hype
Migrate people to Apple
Port existing apps
High price / high end
Limited distribution channels
Missing features
Unsafe for
corporate use?
Similar devices
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)