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Apple iPhone and Mobile iTunes Report 2010

The Apple iPhone has been a revelation since it was first launched in the US in June 2007. The first handset was met with great enthusiasm and excitement due to the reputation that Apple has developed. The iPhone has consequently heightened Apple' s brand and this has continued as new and improved versions of the handset have been released. Operators have benefitted from increased data traffic from their iPhone-bundled subscriptions due to Apple' s success in producing a compelling user interface ideal for browsing and multimedia use.

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 increasing entry of Android-based handsets, whilst the Symbian Horizon open source platform has now been launched. Manufacturers including Nokia are actively expanding their user interface, music and app store offerings in response to the precedent set by Apple, while staving off the threat to its core device business. The digital commercial landscape is becoming increasingly fractured with competitive activity, thus indicating a proliferation in opportunities for players across the value chain.

O2 and Orange, are hoping to compete against the success of Apple in persuading users to download and use mobile applications by building their own competing open platform which can be used by developers of games and other services.

  • Can you afford to miss out on any such opportunities?
  • What actions are you taking in order to keep up with your rivals?
  • How can your company make the most of this opportunity?

Despite difficult economic conditions the mobile phone market has not been affected to the same degree as other industries. Consequently, interest in Smartphones and high end handsets has remained high presenting opportunities for Apple and other manufacturers to exploit. Interest in high end handsets is also increasing among younger users who see them as ideal means to keep in contact with friends via mobile social networking and mobile messaging. This has been further aided by operators offering PAYG deals to encourage the use of Smartphones and high end handsets. The iPhone is therefore ideally placed to benefit from this increase in popularity given its styling and brand appeal. How can you appeal to younger consumers? How will the rise in popularity in Smartphones affect your company?

Apple has led the way in terms of multimedia and value added services. The iTunes and App Store services have demonstrated how additional revenues can be generated, whilst consumers can maintain an interest in the Apple brand. You may be looking to work with or compete against this considerable market protagonist of the global digital multimedia business. By reading this report today you can ensure you do not get left behind.

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.

Reading this exclusive management report will tell you the following:

  • Why is Apple targeting the mobile market?
  • How has the Apple iPhone affected mobile handset design and the mobile market as a whole?
  • How successful will Apple be in the mobile market?
  • What are the strengths and weaknesses of Apple' s mobile strategy?
  • What will the future hold for Apple in mobile? How will its products develop?
  • What effect, if any, will the iPad have on future developments?
  • How have Apple' s rivals reacted to the emergence of the iPhone?

The latest exclusive visiongain management report will provide you with valuable insight in to Apple' s mobile strategy and the effect it will have on consumers and its rivals. Apple and the iPhone/iPad are set to continue to have a significant impact on the mobile industry, thus it is crucial for you to be aware of what is happening allowing you to take action of your own company' s activities. Manufacturers, operators and content providers alike are already implementing decisive strategy of their own in order to counter the actions implemented by Apple. Can you afford to take no action and risk falling behind?

Table of Contents

1. Executive Summary

  • 1.1. Apple products
  • 1.2. Brand and revenues
    • Chart 1.1: Apple Revenues, Q1 Fiscal 2009- Q1 Fiscal 2010
  • 1.3. Entering the mobile market

2. Introduction

  • 2.1. Apple progression to mobile
  • 2.2. The iPhone
  • 2.3. Focus of this report

3. The Role of Apple in Wireless Development

  • 3.1. Hardware and wireless development
  • 3.2. Off mobile platform development
    • 3.2.1. Apple computers
      • Table 3.1: Examples of Mobile Broadband/Laptop Service Bundles
    • 3.2.2. Apple AirPort
  • 3.3. Apple iPod
    • Table 3.2: Apple iPod Available Versions
    • 3.3.1. Accessories
    • 3.3.2. Pricing
      • 3.3.2.1.Price competition intensifies
        • Chart 3.1: Album Download Price Comparison, January 2010
    • 3.3.3. Media convergence
    • 3.3.4. iPod Touch
    • 3.3.5. Mobile phone competition
    • 3.3.6. iPod criticisms
    • 3.3.7. Growth in wireless use
  • 3.4. Growth of solid consumer base
  • 3.5. Response to growing mobile market
    • Chart 3.2: Smartphone Shipments 2010-2015
    • 3.5.1. Move to mobile
      • 3.5.1.1.iPhone
        • 3.5.1.1.1. User features
        • 3.5.1.1.2. Improvements on later generations
      • 3.5.1.2.iPhone mobile partners
    • 3.5.2. Transfer of consumer base to mobile
      • 3.5.2.1.High user experience
      • 3.5.2.2.High brand loyalty and value
  • 3.6. Apple MobileMe
  • 3.7. Third party software
    • 3.7.1. Apple SDK
      • Chart 3.3: SDK Developer and Apple Sales of Developed Apps
  • 3.8. Conclusion

4. Apple Mobile Handset

  • 4.1. The iPhone - start of a mobile handset revolution
  • 4.2. Previous benchmarks
    • 4.2.1. Screen size
    • 4.2.2. User experience
    • 4.2.3. Influence in the mobile market
      • 4.2.3.1.Touch screen
        • Chart 4.1: Touch Screen Handset Usage, 2010-2015
      • 4.2.3.2.App Store
      • 4.2.3.3.Mobile banking increase
  • 4.3. Brand value and recognition
  • 4.4. Mobile convergence value
    • Chart 4.2: Mobile Subscriptions vs. Fixed-Line Subscriptions, 2002-2009
    • 4.4.1. Use of the mobile web
    • 4.4.2. Camera
    • 4.4.3. Mobile video
  • 4.5. Ubiquitous device
  • 4.6. Target markets
    • 4.6.1. Business user market
    • 4.6.2. Fan base
    • 4.6.3. Mobile web users
  • 4.7. Handset Development
    • Chart 4.3: Global Apple iPhone Handset Shipments, Q3 2007-Q1 2010
    • 4.7.1. iPhone first generation
    • 4.7.2. iPhone 3G
    • 4.7.3. iPhone 3GS
    • 4.7.4. iPhone 4G?
  • 4.8. Conclusion

5. Content on Apple mobile

  • 5.1. Connectivity
  • 5.2. Mobile web on iPhone
    • 5.2.1. Growth in mobile web traffic
      • Chart 5.1: Mobile web traffic by geography, 2010-2015
      • Table 5.1: Mobile web traffic by geography, 2010-2015
  • 5.3. Mobile web music
    • 5.3.1. iTunes
      • Chart 5.2: Global iPod Shipments, Q1 2008-Q1 2010
    • 5.3.2. Legal issues
    • 5.3.3. Mobile music competition
      • 5.3.3.1.3UK
      • 5.3.3.2.Nokia
      • 5.3.3.3.O2
      • 5.3.3.4.Orange
        • 5.3.3.4.1. Orange Music Store
        • 5.3.3.4.2. Orange Monkey
      • 5.3.3.5.Vodafone
  • 5.4. Mobile TV and mobile video
    • 5.4.1. Mobile TV in iPhone markets
  • 5.5. The mobile web
    • 5.5.1. Mobile search
      • Chart 5.3: Minutes Spent Browsing the Web on a Smartphone, US Users - June 2009
      • 5.5.1.1.Mobile mapping
        • Chart 5.4: Worldwide GPS-embedded Handset Shipments, 2010-2015
    • 5.5.2. High standard user experience
    • 5.5.3. Mobile email
      • Chart 5.5: Emails Sent per Week on Smartphone
  • 5.6. Mobile advertising
    • 5.6.1. Growing acceptance
    • 5.6.2. LBA
  • 5.7. Apple Apps Store
    • 5.7.1. NDA issues
    • 5.7.2. Security issues
  • 5.8. iPhone OS and browser
  • 5.9. Mobile content used on and off the mobile campaigns
  • 5.10. Conclusion

6. Operator and Country Issues

  • 6.1. Global markets
    • 6.1.1. US
      • Table 6.1: Top 10 Mobile Phones in US, January-October 2009
    • 6.1.2. Europe
      • 6.1.2.1.France
      • 6.1.2.2.Germany
      • 6.1.2.3.UK
    • 6.1.3. Asia Pacific
      • 6.1.3.1.China
      • 6.1.3.2.Japan
      • 6.1.3.3.South Korea
  • 6.2. Revenue strengths
  • 6.3. Conclusion

7. Competitors to Apple, the iPhone and the iPhone OS

  • 7.1. Handsets
    • 7.1.1. Launch of “iPhone killers”
    • 7.1.2. Standards to compete and beat
      • 7.1.2.1.iPhone user experience must be replicated
      • 7.1.2.2.User interface
      • 7.1.2.3.Mobile applications
      • 7.1.2.4.USP
    • 7.1.3. Google Android/HTC
      • 7.1.3.1.HTC Dream/G1
      • 7.1.3.2.HTC Magic
      • 7.1.3.3.HTC Hero/G2 Touch
      • 7.1.3.4.HTC Tattoo
      • 7.1.3.5.Nexus One
        • Table 7.1: Nexus One Specifications
    • 7.1.4. LG
      • 7.1.4.1.LG Prada
      • 7.1.4.2.LG Renoir
      • 7.1.4.3.LG Pop
      • 7.1.4.4.LG Smartphone strategy challenges Apple
    • 7.1.5. Motorola
      • 7.1.5.1.KRAVE
      • 7.1.5.2.DEXT/CLIQ
        • 7.1.5.2.1. MOTOBLUR
      • 7.1.5.3.BACKFLIP continues social focus
    • 7.1.6. Nokia
      • 7.1.6.1.Nokia XpressMusic handsets
        • Table 7.2: XpressMusic Handset Portfolio
      • 7.1.6.2.Nokia "Comes With Music"
        • Table 7.3: Nokia “Comes With Music” Partners
        • Table 7.4: Nokia “Comes With Music” Editions
      • 7.1.6.3.Nokia Nseries
    • 7.1.7. RIM
      • 7.1.7.1.BlackBerry
        • 7.1.7.1.1. SureType ensures better competition
          • Figure 7.1: BlackBerry SureType Comparison
        • 7.1.7.1.2. BlackBerry Pearl
        • 7.1.7.1.3. BlackBerry Pearl Flip
        • 7.1.7.1.4. BlackBerry Curve
        • 7.1.7.1.5. BlackBerry Storm
    • 7.1.8. Samsung
      • 7.1.8.1.Omnia
      • 7.1.8.2.Jet
    • 7.1.9. Sony Ericsson
      • 7.1.9.1.XPERIA range
      • 7.1.9.2.Entertainment Unlimited
  • 7.2. Application Stores
    • 7.2.1. Android Market
    • 7.2.2. BlackBerry App World
      • Table 7.5: BlackBerry App World Categories
    • 7.2.3. LG Application Store
    • 7.2.4. Nokia Ovi
    • 7.2.5. Symbian Horizon
    • 7.2.6. Windows Market Place
  • 7.3. Operating Systems
    • Chart 7.1: Mobile OS Future Smartphone Buyers, Sep 2009 vs. Dec 2009
    • 7.3.1. Android
    • 7.3.2. RIM
    • 7.3.3. Symbian Foundation
      • Table 7.6: Symbian Foundation Members
      • 7.3.3.1.Open source progression
    • 7.3.4. Windows Mobile
  • 7.4. Conclusion

8. Flaws and Issues in Apple Mobile Strategy

  • 8.1. Operator lock in - coming to an end?
  • 8.2. Brand restriction versus open source
  • 8.3. An end to DRM restrictions - positive or negative news?
  • 8.4. Pricing structure
    • Table 8.1: Apple iPhone S.W.O.Ts

9. Future Developments and Landscape

  • 9.1. What does Apple plan with acquisitions?
    • 9.1.1. PlaceBase
    • 9.1.2. Lala
    • 9.1.3. Quattro Wireless - Moves into mobile advertising
      • Table 9.1: US Mobile Ad Spend 2009
  • 9.2. Apple in mobile
  • 9.3. Future generations of Apple iPhone
    • 9.3.1. Apple iPad
      • Table 9.2: Apple iPad Pricing
      • 9.3.1.1.Features of the iPad
      • 9.3.1.2.Mixed reactions
      • 9.3.1.3.Potential impact on the iPhone?
    • 9.3.2. Apple iPhone 4G?
  • 9.4. Mobile market in 2015

10. Conclusions and Recommendations

  • 10.1. Mobile operators
    • 10.1.1. Recommendations for mobile operators
  • 10.2. Mobile content providers
    • 10.2.1. Recommendations for mobile content providers
  • 10.3. Mobile handset providers
    • 10.3.1. Recommendations for mobile handset providers
  • 10.4. Apple
    • 10.4.1. Recommendations for the iPhone
    • 10.4.2. Recommendations for Apple music
    • 10.4.3. Recommendations for Apple apps

Companies Listed

  • 3
  • 7digital
  • Admob
  • Adobe
  • Amazon
  • America Movil
  • AOL
  • Apple Inc
  • Apple Corps
  • AT&T
  • Bouygues Telecom
  • Carl Zeiss
  • Channel 4
  • China Mobile
  • China Unicom
  • Dashwire
  • Dextra
  • Dolby
  • EMI
  • Ericsson
  • Facebook
  • Google
  • Greystripe
  • HTC
  • Huawei
  • InMobi
  • Inmote
  • Java
  • Jumptap
  • KTF
  • Lala
  • LG
  • Microsoft
  • Millenial Media
  • Mojiva
  • Motorola
  • MySpace
  • Nokia
  • Novell GroupWise
  • NTT DoCoMo
  • O2
  • Open Handset Alliance
  • Opera
  • Orange
  • Palm
  • PlaceBase
  • Play
  • Plusmo
  • Prada
  • Quattro Wireless
  • Rhythm NewMedia
  • RIM
  • Samsung
  • SanDisk
  • Sasken
  • Sesca
  • SFR
  • Sharp
  • Sky
  • Sony BMG
  • Sony Ericsson
  • Sony Music Entertainment
  • Spotify
  • Sybase 365
  • Symbian
  • Telefonica
  • Tesco
  • Texas Instruments
  • T-Mobile
  • TuneTribe
  • Twitter
  • Universal
  • Verizon
  • Vodafone
  • Warner
  • we7
  • Wipro
  • Yahoo!
  • YouTube
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