2. Presented by:
Zhang Wen
Xuan Wilson
• U1010926L
Ho Huijuan
Brenda
• U1010338B
Loo Sze
Ying Serene
• U1010534G
Wong Zi
Hao
• U101xxxx&
Choo Zhen
Yi Celeste
• U1011105E
6. Article Overview
Product is increasingly popular
“…moving from the realm of niche product to
game-changing, mass market item.”
http://knowledge.wharton.upenn.edu/article.cfm?articleid=2244
7. Article Overview
Smartphone industry possesses tremendous
growth potential
1In the first quarter of 2009…
Economy in severe decline
Overall mobile shipments fell 15.8%
But, smartphone segment grew 4%
1Figures extracted from article. Statistics were published by IDC, a research subsidiary of
International Data Group (IDG).
8. Article Overview
Fierce competition for market share
Players:
BlackBerry (RIM), iPhone (Apple), Treo (Palm)
“The smartphone marketplace is full of
increasingly clever devices offered at steadily
falling prices.”
http://knowledge.wharton.upenn.edu/article.cfm?articleid=2244
9. Article Overview
Lock-in practice
(Apple)
“The practice of
requiring users to use
hardware and
software from a
prescribed set of
vendors by imposing
substantial cost or
inconvenience in
replacing the
product.”
Lock-in
Vertical Horizontal
http://knowledge.wharton.upenn.edu/article.cfm?articleid=2244
13. What is a smartphone?
Smartphones are mobile phones that offer
advanced functionality
above a basic feature phone.
Able to run third-party applications
on a platform (OS)
http://www.techterms.com/definition/smartphone
14. Features & Characteristics
Enhanced connectivity
Browse the web anytime, anywhere
Convenience
Mobility & portability
Multi-tasking
Run several functions at one go
16. Features & Characteristics
Tethering
Mobile phone acts as a modem
Allows other devices to connect to the internet
via data plan
Exceptions
Phones running on Windows Phone 7
20. What are Apps?
Software that runs on mobile devices
Multiple functions and advanced services
Increases internet usage
E.g.
Mobile instant messaging client (ebuddy)
Social networking services (Facebook Mobile)
21. Apple’s App Store
Downloads Top Three Billion
“ Three billion applications downloaded
in less than 18 months –
this is like nothing we’ve ever seen before,”
– Steve Jobs, Apple’s CEO. (5 January 2010)
Applications are the second fastest growing IT
area of spending
Mobile applications is a high growth element
Trend: Fast expanding market with high potential
Served by more developers, publishers and providers
23. Types of Apps
Pre-installed
Downloaded from app stores and mobile
software distribution platforms
Third-party Software
Proprietary Software
24. What can they do?
http://andynaselli.com/iphone-resources
25. What can they do?
Capable of almost anything
Limited by the:
Imagination of programmers
(application writers)
Technology of the time
26. What can they do?
• Email / IM Clients
• Web browsers
• Social Network Clients
COMMUNICATION
• Puzzle / Action / Casino
GAMES
• Image viewers
• Video/Audio players
• Streaming players
MULTIMEDIA
• Calendars / Calculators
• Word processors / Spreadsheets
• Banking/Finance
PRODUCTIVITY
• GPS/ Maps / Weather
• Currency converters
• Translators
TRAVEL
• Address book
• Task Manager
UTLITIES
Adapted from Mobile Applications, Mobile Marketing Association (September 2008)
27. DBS mBanking
DBS iBanking system
Features
Backed by DBS iBanking
Money Safe Guarantee
Online security
Secured account
information in event of
phone loss or theft
28. DBS Indulge Singapore
Gain access to dining
privileges and great deals
Discounts and special
offers for dining pleasure
Features include:
- Built-in maps for dining
places
- Driving directions
- Ability to share details
29. Michigan colleges getting into
iPhone, Android smartphone app
game
Students design
mobile phone
applications
Mobile Applications
and Services Lab
GVSU Laker Mobile
App
Quick Graph App
downloaded 500,000
times by iTunes
By Dave Murray, The Grand Rapids Press, 14 March 2010
30. Nine-year Old Writes iPhone
Application
Doodle Kids (iPhone
application)
Enables users to draw by
brushing their fingers against
iPhone’s touchscreen
Clear doodle by shaking the
phone
Downloaded more than 4,000
times from Apple’s App Store
within two weeks
By Reuters, 6 February 2009
33. What platforms are apps running
on?
Apple iOS
Android
Symbian
RIM BlackBerry
Windows
Palm WebOS
34. Apple iOS
Apple Factor
User Interface
Apps: - >250,000 apps available
- >3 billion downloaded
http://asia.cnet.com/reviews/mobilephones/0,39050603,62200934,00.htm http://developer.apple.com/devcenter/ios/index.action
http://www.apple.com/pr/library/2010/01/05appstore.html
Limited multitasking
Tight control of iTunes App Store by Apple
Can only run on Apple devices
Strengths:
Weaknesses:
35. Google Android
>80,000 apps on Android Market
12,593 new apps per month
Open OS
http://www.androidcentral.com/googles-andy-rubin-says-over-80k-apps-now-android-market
http://www.androlib.com/appstats.aspx http://sip-trunking.tmcnet.com/topics/security/articles/89653-smobile-systems-survey-
warns-dangers-android-mobile-app.htm
Loose control of Android Market by Google
Strengths:
Weaknesses:
36. Nokia Symbian
Leader by market share (40.1%)
Open OS
Stable & low energy consumption
http://www.symbian-guru.com/welcome/2010/02/distimo-shows-ovi-store-apps-are-cheaper-than-iphone-apps.html
http://www.letsgomobile.org/en/review/0037/symbian-windows-mobile/
http://www.pcworld.com/businesscenter/article/188535/five_benefits_of_an_open_source_symbian.html
http://www.symantec.com/security_response/writeup.jsp?docid=2004-061419-4412-99
Strengths:
Decreasing market share
>6,000 apps on Ovi Store
Vulnerable to viruses (eg. Cabir)
Weaknesses:
37. RIM BlackBerry OS
>10,000 apps on RIM’s App World
User interface
Plans to switch OS
http://www.businessinsider.com/rim-is-finally-ditching-the-blackberry-os-but-not-for-android-2010-9
http://www.computerweekly.com/Articles/2005/05/10/209884/Clear-business-gains-from-BlackBerry-mobile-technology.htm
http://www.dailytech.com/New+Study+Gives+RIM+Smartphones+High+Scores+on+Security/article15261.htm
http://www.mobile-ent.biz/news/38555/RIM-passes-10000-apps-on-BlackBerry-App-World
Popular for businesses
Superior email capabilities
- downtime & productive time
Strong security protection
Strengths:
Weaknesses:
38. Windows
Stable & fast (Windows Mobile)
Under-developed app store
Integration with Windows Office Suite
Windows Phone 7 – 8 Nov 2010
http://www.mobile-ent.biz/news/38555/RIM-passes-10000-apps-on-BlackBerry-App-World
http://asia.cnet.com/reviews/mobilephones/0,39050603,62201477,00.htm http://www.androidcentral.com/webos-review-
smartphone-round-robin
Palm WebOS
2,400 apps on Palm App Catalog
Poor performance speed
Enhanced appearance & multitasking
capabilities
39. How critical are applications?
Source: Crowd Science (June 2009), Smartphone Usage and Brand Study
40. Determinants of a platform’s
success
Personal Concerns:
Functions
User Interface
Performance
Brand Loyalty
Corporate Concerns:
Apps Development
49. Impact of iPad
Entered eBook
industry
iBook (eBook reader)
vs. Amazon’s Kindle
eBooks sold in the iTunes
Store
50. Impact of iPad
New mobile gaming
possibilities
Interactive
E.g. N.O.V.A
51. Impact on iPhone
Current Comparison
All iPhone functions
Except call & text
Performs work-related tasks
better
Productivity suites
Larger screen
Lower sales
iPad 3.2 million vs. iPhone 8.4
million units sold
http://www.apple.com/pr/library/2010/07/20results.html
52. Impact on iPhone
Future Expectations
7” iPad rumoured
Greater portability
Limit to size reduction
Telecommunication
capabilities
Headset
Competes with iPhone
53. Smartphones vs Tablets
Smartphone
s Tablets
FUNCTIONS Similar Similar.
No phone calls/sms
SIZE Small Big
BATTERY LIFE 1-2 days <10 hrs
PROCESSING
SPEED 1GHz up to 1.4GHz
STORAGE up to 32GB up to 320GB
PRICE US$85
US$300 to
>US$1000http://www.itpro.co.uk/620302/smartphones-vs-netbooks-vs-tablets-which-is-best-for-you
http://www.pcworld.com/article/186737/mobile_snapdragon_processor_to_hit_15ghz_dualcore_in_2010.html
http://www.mobilemarketer.com/cms/news/research/4706.html http://www.mobilitysite.com/2010/08/android-tablets-
get-prices-less-vapour/
55. Will there be a clear winner?
Unlikely
No one-phone-fits-all
Factors:
User needs & preferences
Future developments
Compatibility synchronisation
Verdict: A few dominant players