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Google Nexus One – Upfront Analysis

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  1. Google Nexus One – Upfront Analysis Ankan Jain James Wade Peter You Satya Dash

  2. 1 Industry analysis Competitive analysis 2 3 Past year’s analysis of marketing elements 4 Marketing research 5 Perceptual maps 6 Lessons Learned 7 SWOT analysis 8 Brand positioning Statement

  3. Communication industry Slide 3

  4. Wireless telecommunication $152bn Advanced PCS - Wireless networking in homes, schools, offices, wireless hotspots Cellular services – 1G, 2G, 3G and 4G Slide 4

  5. What is a smartphone? • Two categories of mobile phones • Feature Phones • Basic phones with one or two advanced features like a camera or a basic web browser • Very inexpensive • Primary uses are calling and texting • Smartphones • Advanced phones with multiple features including full web browsers, e-mail, music players, maps and 3rd party apps • Prices from $100 to $500 • Consumers use multiple functions beyond calling and texting Slide 5

  6. Market Structure - General OS Developers Apple, RIM, Google, MS, Palm, Nokia Apple, RIM, HTC, Samsung, LG, Palm, Nokia, Motorola Handset Makers Carriers Verizon, AT&T, T-Mobile, Sprint Retailers Carrier Stores, Web sites, Best Buy, Wal-Mart 3rd Party App Developers One firm may be all 3 or any combination Consumers 3rd Party Accessory Makers Slide 6

  7. The players

  8. Operating System Players Slide 8

  9. Smart phone handset makers Source: Razorfish, "FEED: Digital Brand Experience Study," November 10, 2009

  10. Carriers

  11. Market Structure – iPhone, Blackberry, Droid Slide 11

  12. Industry Growth

  13. Major market segmentation Slide 13

  14. Feature Phone Sales Maturing • 91% of US population has a cellphone • Growth rate dropped to single digits in 2007 and is not expected to rise again Slide 14

  15. Smartphone Sales Exploding Slide 15

  16. Smartphone Industry Trends Switch from feature phones to smartphones Skyrocketing popularity of 3rd party apps Fierce competition at all levels of industry Shift from business to personal and mixed use

  17. Trend – Switch from Feature Phones to Smartphones • Since launch of iPhone in 2007, consumers are increasingly moving from feature phones to smartphones • Shipments of smartphones are projected to exceed feature phones in 2012 Slide 17

  18. 3rdParty Apps Take Over • Since launch of iTunes App Store, 3rd party applications have skyrocketed in popularity • Creates additional revenue stream for app developers and OS developers • VoIP apps threaten to disrupt market structure by competing with carriers Slide 18

  19. Top Five Mobile Content and Services Slide 19

  20. Industry Trends

  21. Trend – Shift from Business to Personal Use • Smartphones were originally used mostly for business applications such as constant e-mail access • Since launch of iPhone and iTunes App Store, biggest growth has been in phones for personal use • Many consumers use smartphones for both business and personal use Slide 21

  22. Trend – Ferocious Competition and Innovation • Just since February 2010, handset and OS makers have announced the following new products: • Palm Pre Plus and Pixi Plus • Can create mini-hotspots to connect other WiFi devices to 3G • Microsoft Windows Phone 7 Series • Completely redeveloped OS from Microsoft • HTC Evo 4G • 4.3” screen • WiMax 4G service • 8 MP camera Slide 22

  23. Implications of Industry Trends Rapid growth from new customers, not just churn of existing customers Network effects will drive app availability. Power of carriers decreases as consumers pay less attention to calling. Feature advantages are not sustainable, even in the short term (<1 year). Consumers call the shots, not corporate IT departments.

  24. 1 Industry analysis Competitive analysis 2 3 Past year’s analysis of marketing elements 4 Marketing research 5 Perceptual maps 6 Lessons Learned 7 SWOT analysis 8 Brand positioning Statement

  25. Key Competitors

  26. Direct Competitors iPhone Blackberry Droid Palm Pre Nokia Samsung LG

  27. Smart Phone Competitive Landscape Nokia Palm Droid Samsung Business Use Personal Use Blackberry iPhone LG

  28. Indirect Competitors iPad Kindle

  29. Phone Features

  30. iPhone

  31. Blackberry

  32. Droid

  33. Palm Pre

  34. What makes iPhone different?

  35. 140,000 apps and counting

  36. Distribution

  37. Retail Stores

  38. Retail Stores Web Site - Walmart.com

  39. Online Retailers - Amazon.com

  40. Only Mobile Phone Retailer - Wirefly.com

  41. Carrier Web Site

  42. Carrier Retail Store

  43. Manufacturer Web Site – Blackberry.com

  44. Manufacturer Retail Store – Apple

  45. Used Phones Market– eBay.com

  46. Price Comparison Sites– Shopping.com

  47. Pricing

  48. Who wants to pay for the phones?

  49. How about 0.01 cents?

  50. Unlocked Phones – Pay full price