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Your Life in your pocket
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specifications
iPhone iPhone 3G iPhone 3G S iPhone 4
OS iPhone OS 1.0 iPhone OS 2.0 iPhone OS 3.0 iPhone OS 4
Display
3.5 in, 3:2 aspect ratio, 265 k colors, 480 x 320px
(HGVA)
960 x 640px,
800:1 contrast
ratio
Storage/memory 4,8 & 16 GB/
128MB DRAM
8 & 16 GB/
128MB DRAM
8GB/ 256MB
DRAM
16 & 32GB/
512MB DRAM
Processor
620 MHz Samsung 32-bit RISC
ARM
833 MHz 1.2 GHz
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Objectives
I year objectives
- aiming for 2%market share of US & UK- unit sales volume 4,45000
II year objectives- achieve 10% market share
- unit sales volume 12,45000
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Target Market
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SWOT Analysis
First mover advantage
Ownership of technological patents
Apple is one of the most established brand
Customers loyalty
Cultural, fashion identity
Strengths
Dependence on third party provider:
AT&T, Content Provider, Application provider
Less appeal to corporate customers
Technological complication
Gorilla arm
Weaknesses
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CORE COMPETENCY --- USER EXPERIENCE
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Key Success factors
Consumer-oriented Factors
Technology
-------------------
- Internet drivenforce
- Replacingcommunication tools
- Next generationexperience
Marketing
-------------------
- Well-know andwell-respected brand
name
- Marketsegmentation
- Targeting andPricing effectiveness
Skill andCapability
-------------------
- Value added(cheaper, faster,more convenient
than the alternatives)
- Design andinnovation expertise
Distribution
--------------------
- A strong network ofwholesale
distributors/ dealers
- Fast introductionand application of
services
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OS used in smart phones in 2005
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Model OS Size Weight Screen resolution Keyboard Camera Other
Apple iPhone Mac OS X 81cc 135g 320x480 Soft 2mp Accelerometer
HTC P3300 Windows Mobile 105cc 130g 240x320 Soft 2mp GPS
Motorola RIZR Z8 Symbian OS 77cc 112g 240x320 Numeric with T9 2mp
Nokia 5500 Sport Symbian OS 87cc 103g 208x208 Numeric with T9 2mpAccelerometer, heart rate
features
Nokia E61i Symbian OS 114cc 150g 320x240 Full Qwerty 2mp
Nokia E90 Communicator Symbian OS 150cc 210g 800x352 & 240x320Full Qwerty and Numeric
with T9
3.2mp GPS
Nokia N95 Symbian OS 110cc 120g 240x320Numeric with T9,
Multimedia5mp GPS
Palm Treo 700p Palm OS 5 151cc 180g 320x320 Full Qwerty 1.3mp
RIM BlackBerry Pearl Blackberry OS 77cc 90g 240x260 Numeric with SureType 1.3mp
RIM BlackBerry 8700c Blackberry OS 149cc 134g Full Qwerty No
RIM BlackBerry 8800 Blackberry OS 105cc 134g Full Qwerty No
Samsung SGH-i607
BlackJackWindows Mobile 76cc 106g 320x240 Full Qwerty 1.3mp
Sony Ericsson P990 Symbian OS 162cc 150g 240x320Full Qwerty, Numeric with
T9, Soft2mp
Sony Ericsson W950i Symbian OS 86cc 112g 240x320 Numeric with T9, Soft No
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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 andprice
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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
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Marketing decisions (II)
Distribution
Restricted availability to Cingular and Applestores
New iPhones will open channels & drive sales
Promotions
Cingular iPhone discounts unlikely
Expect iPhone voice / data plans
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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
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Mobile Device Market
World Sales
Millions of Units
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Analyses
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Porters Five Forces
New entrants
BargainingPower ofcustomers
Bargainingpower ofsuppliers
Threat ofsubstitutes
Rivalry withinindustry
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SWOT Analysisstrengths weaknesses
opportunities threats
Style/Brand Sensors
Rich UI
User base
Hype
First mover
No UMTS High price / high end
Limited distribution channels
Missing features
Unsafe for
corporate use?
Port existing apps
Migrate people to Apple
New social device
Distribute iTunes content
Similar devices
Highly developed market
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Research Methodology
Sample size
It refers to the items to be selected from the universe to constitute thesample. The sample size for the survey was 60.
Sampling Technique
The sample size has been taken by non-random convenience sampling
technique. Data Collection- Data has been collected both from primary as well as
secondary sources as described below:
Primary sources
Primary data was obtained through questionnaires filled by people andthrough direct communication with respondents in the form of Interview.
Secondary sources The secondary sources of data were taken from the various websites ,
books, journals reports, articles etc. This mainly provided informationabout the automobile sector and the companys profile.
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Cont.
Limitations -No study is free from limitations. Thelimitations of this study can be:
.Sample size taken is small and may not be sufficient topredict the results with 100% accuracy.
The result is based on primary and secondary data
that has its own limitations.
The study only covers the area of Chandigarh,
Panchkula, and Mohali that may not be applicable toother areas. Respondents were reluctant to disclosecorrect answers about their opinion regarding thevehicle
The q estion is being asked from 60 respondents abo t the
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The question is being asked from 60 respondents about the
usage of smartphone. Out of 60 respondents, 40 respondents
are using smartphone at present and 20 respondents are not
having any smartphone.
From the above analysis, 20 respondents are being excluded
from the research reason being they are not using any
Smartphone at present.
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According to the above bar chart, 26 respondents can recall about
HTC, 28 can recall about Nokia ,22 can recall Blackberry,30 can
recall about Sony Ericsson without any aid. The rest of the
respondents can recall about the above brands through an aid.
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Respondents were asked about the price range they
are ready to pay for a smartphone
Respondents were asked about the age category they are lying
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Age
Frequen
cy Percent
Valid
Percent
Cumulative
Percent
Valid under185 12.5 12.5 12.5
18-259 22.5 22.5 35.0
25-3517 42.5 42.5 77.5
35-45 5 12.5 12.5 90.0
above
454 10.0 10.0 100.0
Total40 100.0 100.0
Respondents were asked about the age category they are lying.
Maximum percentage lies in the age category 25-35 i.e.42.5% , followed by 22.5% in 18-
25, 12.5 in 35-45 and under 18 and the rest to above 40 years.
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THANK YOU
ANY QUESTIONS?