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1、Apple iPhone,I-224March 21,2007,Smart Phone,Calls by TouchVoicemailSMSPhotosCalendar,Smart PhoneiPod(Widescreen)Wireless Internet Communication Device PDA Computer(OS X)Camera,Apple iPhone,iPod(Widescreen),Tunes Library AccessVideosSongsMovie PreviewsLyrics Album Artwork Touch Controls3.5 inch scree
2、n iPod with touch screen controls,Wireless Internet Communication Device,Wi-Fi enabled Internet Device Auto Wi-Fi detection(802.11b/g)BluetoothGSMCingulars EDGEFull Feature Browser Syncs automatically with a Mac or a PC,Internet email Rich HTML email Widget Applications stock quotes sports scoreswea
3、ther reportstraffic updates,PDA,Computer and Camera,Apples OS X running Widgets Java based softwarePDA 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,Technical Specifications,iPhon
4、e Design,Display Screen3.5-inch touch screen display Finger commands interface25,000 pixels per inch resolutionAmbient light sensor,Audio Headphone jacksBuilt-in speaker Bluetooth(stereo)transmission,Software OS X Capabilities,Full OS XMulti TaskingNetworkingSyncingLow PowerSecurityVideo,CocoaCore A
5、nimationGraphicsAudioWidgetsApplications,Phone Market Position,iPhone vs.the competition,Customer segments,Enterprises are unlikely to buy iPhonesPrice 40%higher than BlackberriesBlackberries have top-notch push-emailiPhone has features that appeal to mass consumer marketHowever,sales will be gated
6、by network and price,Marketing decisions(I),PricingSkimming strategy Typically cell phone prices drop rapidlyExpect Apple prices to fall slowlyProductAdd functionality,maintain priceVersioned iPods for price-sensitive segment,Marketing decisions(II),DistributionRestricted availability to Cingular an
7、d Apple storesNew iPhones will open channels&drive salesPromotionsCingular iPhone discounts unlikelyExpect iPhone voice/data plans,Early adopter market 8.7m,Cingular customers58mCingular subscribers with iPod30%Cingular subscribers with iPod17.4mUptake rate from Cingular iPod customers in 1st year50
8、%assumptionEst.uptake by Cingular iPod customers in 1st year 8.7m,Mobile Device Market,World Sales,Millions of Units,Analyses,Porters Five Forces,New entrants,Bargaining Power of customers,Bargaining power of suppliers,Threat of substitutes,Rivalry within industry,SWOT Analysis,strengths,weaknesses,
9、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 ma
10、rket,Recommendations,Open up the OSto third party developers,supportVoice over IP,iDream(The Future),MajpjMVcyzj21HLfrvy96dv02lPPfYgxUS7IYmZkyEmZ0kGeYZS3bpLCkYH1lt4EK7CxmUX3ijoYSOer7ZuaVWYgz4EpZrUirVpMzzvNtf1XZw5oswSXOtFaejnOcmfE1lZgnN1RSXg8wLCG8CVQ3XPJMvodPFWcpiYJgZazNSEPNIaklYSu7qSd1UpaxmZDlpN9zW7
11、kljfsLCLi26Yv109ffbnDH8LbUN1G6ACURQ39eG12KHL9tXsZ1jzgoCK8g1kuNOh5eFvcmVT5ZYVQt9zk3rp3qLnf02FovEXxVRxjCcFRNppiJljNiOuk6fONnyX7fyGg7sXZ49BmCN5oy9VesHpKzdjTKwjrkCEQCFDehVmGax3lrOEbw63VscA3YSijtUKoCyiLzAlVRp7l4QgPNHxvJFFDyjUVN3oHlMah0XBd4uTbkfPIhHtw0evPmYOrdhEDoPwvYhzlGplU1AU9mpyiCXH8gpPCBRYjq77VcnbXumN
12、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,
