I phone

Apple iPhone ,[object Object],[object Object]

Smart Phone ,[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Apple iPhone

iPod (Widescreen) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Wireless Internet Communication Device ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

PDA, Computer and Camera ,[object Object],[object Object],[object Object]

iPhone Design ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Software OS X Capabilities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Customer segments ,[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing decisions (I) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing decisions (II) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Early adopter market ~8.7m ,[object Object],[object Object],[object Object],[object Object],[object Object]

Mobile Device Market ,[object Object],Millions of Units

Porter’s Five Forces New entrants Bargaining Power of customers Bargaining power of suppliers Threat of substitutes Rivalry within industry

SWOT Analysis strengths 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

Open up the OS to third party developers

I phone

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I phone