Apple iPhone 苹果 iphone幻灯片.pptVIP

Apple iPhone I-224 March 21, 2007 Smart Phone Calls by Touch Voicemail SMS Photos Calendar Smart Phone iPod (Widescreen) Wireless Internet Communication Device PDA Computer (OS X) Camera iPod (Widescreen) Tunes Library Access Videos Songs Movie Previews Lyrics Album Artwork Touch Controls 3.5 inch screen iPod with touch screen controls Wireless Internet Communication Device Wi-Fi enabled Internet Device Auto Wi-Fi detection (802.11b/g) Bluetooth GSM Cingular’s EDGE Full Feature Browser Syncs automatically with a Mac or a PC Internet email Rich HTML email Widget Applications stock quotes sports scores weather reports traffic updates PDA, Computer and Camera Apple’s OS X running Widget’s Java based software PDA 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 iPhone Design Display Screen 3.5-inch touch screen display Finger commands interface 25,000 pixels per inch resolution Ambient light sensor Software OS X Capabilities Phone Market Position iPhone vs. the competition 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 and price 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 Marketing decisions (II) Distribution Restricted availability to Cingular and Apple stores New iPhones will open channels drive sales Promotions Cingular iPhone discounts unlikely Expect iPhone voice / data plans 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 ye