Apple`s iPhone & Mobile Report 2009: Competing successfully with Devices, Content & Services from Apple

Apple`s iPhone & Mobile Report 2009: Competing successfully with Devices, Content & Services from Apple

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:



- 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