Apple iPhone – An Indian Perspective PPT

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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?