Apple iPhone介绍和市场分析.pptxVIP

Apple iPhone介绍和市场分析第1页/共24页 Smart PhoneCalls by TouchVoicemailSMSPhotosCalendar第2页/共24页 Smart PhoneiPod (Widescreen) Wireless Internet Communication Device PDA Computer (OS X)Camera Apple iPhone第3页/共24页 iPod (Widescreen)Tunes Library AccessVideosSongsMovie PreviewsLyrics Album Artwork Touch Controls3.5 inch screen iPod with touch screen controls第4页/共24页 Wireless Internet Communication DeviceWi-Fi enabled Internet Device Auto Wi-Fi detection (802.11b/g)BluetoothGSMCingular’s EDGEFull Feature Browser Syncs automatically with a Mac or a PCInternet email Rich HTML email Widget Applications stock quotes sports scoresweather reportstraffic updates第5页/共24页 PDA, Computer and CameraApple’s OS X running Widget’s 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 第6页/共24页 Technical Specifications第7页/共24页 iPhone DesignDisplay Screen3.5-inch touch screen display Finger commands interface25,000 pixels per inch resolutionAmbient light sensor Audio Headphone jacksBuilt-in speaker Bluetooth (stereo) transmission第8页/共24页 Software OS X CapabilitiesFull OS XMulti TaskingNetworkingSyncingLow PowerSecurityVideoCocoaCore AnimationGraphicsAudioWidgetsApplications第9页/共24页 Phone Market Position第10页/共24页 iPhone vs. the competition第11页/共24页 Customer segmentsEnterprises are unlikely to buy iPhonesPrice ~40% higher than Blackberries’Blackberries have top-notch push-emailiPhone has features that appeal to mass consumer marketHowever, sales will be gated by network and price第12页/共24页 Marketing decisions (I)PricingSkimming strategy Typically cell phone prices drop rapidlyExpect Apple prices to fall slowlyProductAdd functionality, maintain priceVersioned iPods for price-sensitive segment第13页/共24页 Marketing decisions (II)DistributionRestricted availability to Cingular and Apple storesNew iPhones will open channels drive salesPromotionsCingular iPhone discoun