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Home > Market Research > Handsets & Devices > Apple in Mobile 2009
Apple Inc has made its name in providing consumer electronics and demonstrating brand strength and recognisability among a variety of computer products. After making a large impact in the music player market with the Apple iPod, Apple entered the growing mobile market. In 2007 Apple entered the mobile market with its now famous iPhone and the product has become synonymous with mobile ubiquity and high end user experience. The mobile market represents a market that continues to grow and offers diverse scope for development of technologies, both on and off the mobile platform. In entering the mobile market Apple has been able to tap in to a new audience that continues to grow and offer high revenue potential. More businesses are finding that in order to continue growth in their business they must enter the mobile platform in order to stay in touch with their audience and remain technologically aware of the changes on the platform which have the potential to affect other forms of content. Apple has responded to this with its own mobile entry and the iPhone demonstrates Apple's commitment to this platform.
The mobile handset is evolving and Apple has recognised this in its contribution to the mobile market. The handset offers mobile users a high standard of user experience, the convergence with the highly successful iPod and user experience on the mobile web further drives the development of the mobile handset and has raised standards and user expectations across the market. The wireless contributions of Apple rest heavily, but not solely with the iPhone. Apple's reach into digital music and computer software has also demonstrated the commitment of Apple to wireless development and these strategies can also be seen to have had an influence on the iPhone.
Apple's contribution to the mobile market is not limited to the handset. Content on the mobile and the mobile web continues to evolve and with it, the activity of the mobile subscriber. Developments on the mobile handset and on mobile content will drive mobile subscribers onto areas of mobile content previously unused and will drive revenue in certain areas. Developments such as those seen on the Apple iPhone will therefore open up new areas of the mobile market as well as expand others that have met with slow beginnings.
It is therefore clear that Apple has had a profound impact on the mobile market. However, Apple is not without its competitors and pitfalls. High end handsets and smartphones continue to enter the market and these will threaten the strength of the iPhone. The Apple strategy has also come under fire in some circumstances and these will be analysed in this report.
Players across the industry will need to monitor and analyse the effects of Apple on the mobile industry as the handset and content from Apple demonstrates the need for high user experience, the changes in the consumer activity on the mobile phone and demonstrates the success of convergence. After only a short time in the mobile market Apple has made a serious impact and is likely to continue to remain a strong and innovative player.
Reading this exclusive management report will tell you the following:
• What impact has Apple had in the mobile market?
• What is the impact that this will have on mobile subscribers?
• What is the demand of mobile subscribers for high end mobile devices such as the iPhone?
• Who are the main competitors against Apple and the iPhone and what are they doing?
• What impact will these high end phones have on the mobile web and mobile content?
Find out the answers to these and many other questions by buying this vital industry insight.
The impact of Apple and the iPhone will continue through the evolution of the mobile handset. Players in the mobile market continue to be influenced by the iPhone and this demonstrates the impact that the handset has and will continue to have throughout the development of the iPhone. Mobile content and the mobile web has become the platform to monetise and developments with Apple and the iPhone will also continue to influence this.
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.
Companies Listed
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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Table of Contents
Chapter 1 Introduction
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
For full details, please email keithw@cmsinfo.com
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