Having long harboured ambitions to enter the mobile space, Apple has blazed a convincing trail through the market across the mobile board, i.e. devices, content and services. After upgrading the iPhone's network connectivity fom EDGE to 3.5G in 2008, Apple has witnessed the iPhone becoming a cultural near-phenomenon, and managed to maintain a delicate balance for its AppStore and iTunes offerings on the device via partner mobile operators' networks. Due to its success in producing a compelling user interface ideal for browsing and multimedia use, operators such as AT&T, Telefonica-O2 and T-Mobile have benefited from increased data traffic from their iPhone-bundled subscriptions, but their role in the iPhone value chain has effectively been confined to the bit-pipe provider. Without any influence on content and services while giving away a share of those data revenues, this was one of many reasons why other operators opted not to subsidise Apple's handsets. This latter stance on the part of Apple may be giving way to greater flexibility of terms as the firm navigates its way through a period of economic turbulence, like virtually the entire digital multimedia industry.
In 2008, Apple was reprimanded by the UK advertising standards watchdog for misleading consumers over the iPhone's mobile browsing capability, by claiming the mobile-optimised Safari browser can open all web pages, when in fact the device does not support AJAX and plug-ins such as Flash Lite. How will these issues shape its position in and the evolution of the mobile multimedia industry? Will this open up greater opportunities for a wider number of players?
Although Apple has some way to go before rivalling the overall market share of longer established competitors in the handsets business, those firms such as Nokia, Sony Ericsson and RIM, are understandably concerned about the iPhone becoming a key driver in mobile data uptake. The market is also witnessing the entry of the competing Google-sponsored open-source Android platform with its own app store, while Symbian will become open source, having been taken over by Nokia. The market-leading Finnish-based manufacturer is also expanding its user interface, music and app store offerings in an attempt to compete in content, while staving off the threat to its core device business. The digital commercial landscape is becoming more fractured with competitive activity increasing, indicating a proliferation in opportunities for players across the value chain. Can you afford to miss out on any such opportunities? And just how can your company make the most of this opportunity? In terms of mobile devices and content, Apple's process of growth and product leadership has taken place in a relatively short time frame, but this report will show how rivals can compete given the current composition of the mobile value chain, with pressure on margins intensifying. You may be looking to work with or compete against this considerable market protagonist of the global digital multimedia business. Read this report and find out why and how Apple has succeeded in establishing a nascent but quickly growing market presence and extending its reputation for innovation, style and quality into those above fields.
This report will enlighten you on ways to collaborate with or compete against this corporate symbol of the digital multimedia age.
Why you need to order this report today:
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Brands/Marketers-Discover how Apple and the iPhone have influenced the
market and how this can be used to drive brands and best utilise the
mobile space. Learn about market issues specifically related to Apple
and the iPhone as well as its competitors.
-
Mobile Operators-Learn what role there is for mobile operators in the
expanding market of high end handsets and smartphones and what
strategies are best employed in this area.
-
Mobile handset vendors-Discover what mobile subscribers will want from
their handsets and what the iPhone and its competitors are providing to
the mobile market. Learn about opportunities in this market and how
these can be best utilised.
-
Mobile content providers-Discover what opportunities exist in the
development of the mobile web and content from the iPhone and other high
end mobile handset providers.
Who
needs to read this report?
Directors,
VP and Senior managers in:
*
Mobile/Cellular carriers and operators
*
Mobile handset manufacturers
*
Mobile music providers
*
Mobile music brands/marketers
*
Mobile web content players If you work for any of the above companies
then you really need to get to grips with this concept before you get
left behind. Act today and order your copy of this innovative report.
Table
of Contents
1.1
Executive summary
Chart 1
Apple Q4 revenue 2007 and 2008 comparison
1.2
Apple progression to mobile
1.3
iPhone
1.4 The focus of this
report
Chapter 2 The
role of Apple in wireless development
2.1
Hardware and wireless development
2.2
Off mobile platform development
2.2.1
Apple computers
2.2.2 Apple
AirPort
2.3 Apple iPod
Table
1 Apple iPod versions
2.3.1
Accessories
2.3.2 Pricing
2.3.3
Media convergence
2.3.4 iPod
Touch
2.3.5 Mobile phone
competition
2.3.6 iPod
criticisms
2.3.7 Growth in
wireless use
2.4 Apple
wireless applications on the move
2.5
Growth of solid consumer base
2.6
Response to growing mobile market
2.6.1
Move to mobile
2.6.1.1 iPhone
Chart
2 Apple Q4 iPhone sales 2007 and 2008 comparison
Chart
3 iPhone ownership growth by household income June, July,
August
2008
2.6.1.1.1 User features
2.6.1.1.2
Improvements on later generations
2.6.1.2
iPhone mobile partners
2.6.2
Transfer of consumer base to mobile
2.6.2.1
High user experience
2.6.2.2
High brand loyalty and value
2.7
Apple mobile learning labs
2.8
Apple MobileMe
2.9 Third
party software
2.9.1 Apple SDK
Chart
4 SDK developer and Apple sales of developed apps
2.10
Conclusion
Chapter 3
Apple mobile handset
3.1
Mobile handset revolution: the iPhone
3.2
Previous benchmarks
3.3 Touch
screen
3.3.1 Screen size
3.3.2
User experience
3.3.3
Influence in the mobile market
3.4
Brand value and recognition
3.5
Mobile convergence value
3.5.1
Use of the mobile web
3.5.2
Camera
3.5.3 Mobile video
3.6
Ubiquitous device
3.7 Target
markets
3.7.1 Business user
market
Table 2 Top
mobile handsets US Q3 2008 by unit sales
3.7.2
Fan base
3.7.3 Mobile web
users
3.8 Global markets
3.8.1
US
3.8.2 Europe
3.8.3
Asia Pacific and Japan
Chart
5 Top 10 Entertainment music sites in Japan
3.8.4
China
3.9 Revenue strengths
Chart
6 Economic decisions of polled mobile subscribers
Table
3 Largest mobile phone suppliers, measured by revenue
3.10
Operator strategy
3.11
Conclusion
Chapter 4
Content on Apple mobile
Chart
7 iPhone user behaviour in US Q3 2008
Table
4 Countries with iPhone support and connection
4.1
Connectivity
4.1.1 iPhone 2G
4.1.2
iPhone 3G
Table 5
iPhone mobile carriers
4.2
Mobile web on iPhone
4.2.1
Growth in mobile web traffic
4.3
Mobile web music
4.3.1 iTunes
Table
6 Preliminary record deals with Apple iTunes
Table
7 TV networks with content available on iTunes
Chart
8 iTunes software App penetration August 2008
4.3.2
Legal issues
Table 8
Selected featured artists' coalition members
4.3.4
Mobile music competition
4.3.4.1
Nokia
4.3.4.2 Vodafone
4.3.4.3
3UK
4.3.4.4 Orange
4.3.4.5
O2
Table 9 O2 supported
handsets for Napster service
4.4
Mobile TV
4.4.1 Mobile TV in
iPhone markets
4.5 The mobile
web
4.5.1 Mobile search
4.5.1.1
Mobile mapping
4.5.2 High
standard user experience
4.5.3
Mobile email
4.6 Mobile
advertising
4.6.1 LBA
4.7
Apple Apps store
4.7.1 NDA
issues
4.7.2 Security issues
4.8
iPhone OS and browser
4.9
Mobile content used on and off the mobile campaigns
4.9.1
US Presidential election campaign on the iPhone
4.10
Conclusion
Chapter
5 Competitors to Apple and the iPhone
5.1
Launch of "iPhone killers"
5.2
Standards to compete and beat
5.2.1
Mobile web access
5.2.2 User
experience
5.2.3 User
interface
5.2.4 Mobile
applications
5.2.5 USP
5.3
Nokia
5.3.1 Nokia XpressMusic
handsets
5.3.2 Nokia "Comes
with music"
5.4 Samsung
5.4.1
SGH i900 Omnia
5.5 LG
5.5.1
LG Prada
5.5.2 LG Renoir
5.6
BlackBerry
5.6.1 Business
user market competition
Chart
9 Global smartphone handset market share Q3 2008
5.6.2
BlackBerry Bold
5.6.3
BlackBerry Storm
5.7 Google
Android
5.8 HTC touch screen
handsets
5.9 Motorola
5.9.1
Krave
5.10 Sony Ericsson
5.11
Microsoft
5.12 Symbian OS
Chart
10 Global smartphone OS market share Q3 2008
5.13
Conclusion
Chapter
6 Flaws and issues in Apple mobile strategy
6.1
Operator lock in
6.2 Release
of iPhone 3G
6.3 Brand
restriction versus open source
6.4
DRM laws restriction
6.5
Pricing structure
Table 10
Apple iPhone S.W.O.Ts
Chapter
7 Landscape for Apple in 2013
7.1
Apple in mobile
7.2 Future
generations of Apple iPhone
7.3
Mobile market in 2013
Chart
11 iPhone sales forecast
Chapter
8 Conclusions and recommendations
8.1
Mobile operators
8.2 Mobile
content providers
8.3 Mobile
handset providers
8.4 Apple
8.4.1
Apple iPhone
8.4.2 Apple music
Companies
mentioned in this report
3
(Hutchinson)
ABC
AdMob
Advertising
Standards Authority
Airtel
Amazon
Android
AOL
Apple
Corps
Apple Inc
ASUS
AT&T
BBC
Beeline
BlackBerry
Canalys
CBS
Cellular
News
China Mobile
Claro
Comcel
Comscore
Copyright
Royalty Board
CTI Movil
Dolby
EMT
ERA
Ericsson
European
Union
Featured Artists
Coalition
Fido
Formula
1
FOX
GetJar
Globe
Google
Goo
Music
GSA
GSM
Trade Body
HTC
LG
Linux
LMT
Macworld
McLaren
MediaSync
Megafon
Microsoft
mobilePeople
Mobinil
Multimap
MORA.jp
Motorola
Movistar
MTS
Napster
NBC
Netcom
NEOWING.co.jp
Nielsen
Mobile
Nokia
NVIDIA
O2
Omnitel
Optimus
Optus
Orange
Packet
Video
Porta
Prada
Psion
Qik
Rhythm
NewMedia
RIM
Rogers
Samsung
Singtel
Skype
Softbank
Sonera
Sony
Sony
BMG Music
Sony Ericsson
Swisscom
Symbian
Telcel
Telstra
The
Carphone warehouse
The NPD
Group
Time Magazine
TIM
SAE
TMC
T-Mobile
Turkcell
Ufone
US
Department of Justice
UTAMAP.com
UTANET.com
Verizon
Wireless
VIVO
VODACOM
Vodafone
Vox
Mobile
Yahoo!
YouTube
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