Slide 1: Apple iPhone I-224 March 21, 2007
Slide 2: Smart Phone • • • • • Calls by Touch Voicemail SMS Photos Calendar
Slide 3: Apple iPhone • • • QuickTimeª and a TIFF (Uncompressed) decompressor are needed to see this picture. Smart Phone iPod (Widescreen) Wireless Internet Communication Device PDA Computer (OS X) Camera • • QuickTimeª and a TIFF (Uncompressed) decompressor are needed to see this picture. •
Slide 4: iPod (Widescreen) • Tunes Library Access • • • • Videos Songs Movie Previews Lyrics Album Artwork QuickTimeª and a TIFF (Uncompressed) decompressor are needed to see this picture. • • • Touch Controls 3.5 inch screen iPod with touch screen controls
Slide 5: Wireless Internet Communication Device • Wi-Fi enabled Internet Device • • Internet email • Auto Wi-Fi detection (802.11b/g) • Rich HTML email Widget Applications • • Bluetooth stock quotes sports scores weather reports traffic updates GSM • • • Cingular’s EDGE • • Full Feature Browser • • Syncs automatically with a Mac or a PC
Slide 6: 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 •
Slide 7: Technical Specifications Screen size Screen resolution Input method Operating system Storage GSM Wireless data Camera Battery 4GB or 8GB Quad-band (MHz: 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 Multi-touch OS X 3.5 inches 320 by 480 at 160 ppi Dimensions Weight 4.5 x 2.4 x 0.46 inches / 115 x 61 x 11.6mm 4.8 ounces / 135 grams
Slide 8: 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
Slide 9: Software OS X Capabilities •Full OS X •Multi Tasking •Networking •Syncing •Low Power •Security •Video •Cocoa •Core Animation •Graphics •Audio •Widgets •Applications
Slide 10: Phone Market Position Smart QuickTimeª and a TIFF (Uncompressed) decompressor are needed to see this picture. QuickTimeª and a TIFF (Uncompressed) decompressor are needed to see this picture. QuickTimeª and a TIFF (Uncompressed) decompressor are needed to see this picture. QuickTimeª and a TIFF (Uncompressed) decompressor are needed to see this picture. QuickTimeª and a TIFF (Uncompressed) decompressor are needed to see this picture. QuickTimeª and a TIFF (Uncompressed) picture. are needed to see this decompressor QuickTimeª and a TIFFneeded to see this decompressor are (Uncompressed) picture. QuickTimeª and a TIFFneeded to see this decompressor are (Uncompressed) picture. TIFF (Uncompressed) QuickTimeª and QuickTimeª and a TIFF (Uncompressed) picture.see this picture. areaneeded to are needed to see this decompressor decompressor iPhone E62 QuickTimeª and a TIFF (Uncompressed) decompressor are needed to see this picture. QuickTimeª and a TIFF (Uncompressed) decompressor are needed to see this picture. Moto Q Blackberry Complex Treo Easy To Use QuickTimeª and a TIFF (Uncompressed) picture. are needed to see this decompressor QuickTimeª and a TIFFneeded to see this decompressor are (Uncompressed) picture. Nokia Basic Phone
Slide 11: iPhone vs. the competition iPhone differentiation 10 8 6 4 2 Score (10 = highest) 0 Email Affordable Easy of use Fashionable Media Web browsing Player Carrier availability Screen PC functionality iPhone Blackberry Pearl Motorola RAZR Factors of Competition
Slide 12: 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 •
Slide 13: 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
Slide 14: 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
Slide 15: Early adopter market ~8.7m • • • • Cingular customers Cingular subscribers with iPod Cingular subscribers with iPod Uptake rate from Cingular iPod customers in 1st year assumption Est. uptake by Cingular iPod customers in 1st year 58m 30% 17.4m 50% • 8.7m
Slide 16: Mobile Device Market World Sales Millions of Units
Slide 17: Analyses
Slide 18: Porter’s Five Forces New entrants Bargaining power of suppliers Rivalry within industry Bargaining Power of customers Threat of substitutes
Slide 19: strengths Style/Brand SWOT Analysis Sensors User base No UMTS First mover weaknesses High price / high end Limited distribution channels Unsafe for corporate use? Rich UI Hype Missing features Migrate people to Apple Port existing apps New social device Distribute iTunes content Similar devices Highly developed market opportunities threats
Slide 20: Recommendations
Slide 21: Open up the OS to third party developers
Slide 22: Voice over IP support
Slide 23: iDream (The Future)