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Apple iPhone - PowerPoint PPT Presentation


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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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PowerPoint Slideshow about 'Apple iPhone' - Patman


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apple iphone
Apple iPhone
  • I-224
  • March 21, 2007
smart phone
Smart Phone
  • Calls by Touch
  • Voicemail
  • SMS
  • Photos
  • Calendar
slide3

Apple iPhone

  • Smart Phone
  • iPod (Widescreen)
  • Wireless Internet Communication Device
  • PDA
  • Computer (OS X)
  • Camera
ipod widescreen
iPod (Widescreen)
  • Tunes Library Access
      • Videos
      • Songs
      • Movie Previews
      • Lyrics
      • Album Artwork
  • Touch Controls
  • 3.5 inch screen iPod with touch screen controls
wireless internet communication device
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
pda computer and camera
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
iphone design
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
software os x capabilities
Software OS X Capabilities
  • Full OS X
  • Multi Tasking
  • Networking
  • Syncing
  • Low Power
  • Security
  • Video
  • Cocoa
  • Core Animation
  • Graphics
  • Audio
  • Widgets
  • Applications
customer segments
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
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
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
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
Mobile Device Market
  • World Sales

Millions of Units

porter s five forces
Porter’s Five Forces

New entrants

Bargaining power of suppliers

Rivalry within industry

Bargaining Power of customers

Threat of substitutes

swot analysis
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