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This is a presentation about the different smartphone platforms and the possible advances of iPhone.
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SMARTPHONES
Topic 6-1
Presented by:
Zhang Wen Xuan Wilson•U1010926L
Ho Huijuan Brenda•U1010338B
Loo Sze Ying Serene•U1010534G
Wong Zi Hao•U101xxxx&
Choo Zhen Yi Celeste•U1011105E
Presentation Outline
Article Overview
Smartphones• Introduction | Features & Characteristics | Pros & Cons• Apps
• Introduction | Functions & Capabilities• Operating Systems
• Introduction | Determinants of Success
iPad
• Introduction | Benefits | iPad vs. iPhone
Article Overview
“As smartphones proliferate, will one company emerge as the clear market winner?” – Knowledge@Wharton
Article Overview
http://knowledge.wharton.upenn.edu/article.cfm?articleid=2244
Article Overview
Product is increasingly popular “…moving from the realm of niche product
to game-changing, mass market item.”
http://knowledge.wharton.upenn.edu/article.cfm?articleid=2244
Article Overview
Smartphone industry possesses tremendous growth potential 1In the first quarter of 2009…
Economy in severe decline Overall mobile shipments fell 15.8% But, smartphone segment grew 4%
1Figures extracted from article. Statistics were published by IDC, a research subsidiary of International Data Group (IDG).
Article Overview
Fierce competition for market share Players:
BlackBerry (RIM), iPhone (Apple), Treo (Palm) “The smartphone marketplace is full of
increasingly clever devices offered at steadily falling prices.”
http://knowledge.wharton.upenn.edu/article.cfm?articleid=2244
Article Overview
Lock-in practice (Apple) “The practice of
requiring users to use hardware and software from a prescribed set of vendors by imposing substantial cost or inconvenience in replacing the product.”
Lock-in
Vertical Horizontal
http://knowledge.wharton.upenn.edu/article.cfm?articleid=2244
Article Overview
Divide and conquer strategy Open source OS
Article Overview
Key determinant of success: Software availability
Choice rules the industry
What is a smartphone?
+ =
What is a smartphone?
Smartphones are mobile phones that offer
advanced functionality above a basic feature phone.
Able to run third-party applications on a platform (OS)
http://www.techterms.com/definition/smartphone
Features & Characteristics
Enhanced connectivity Browse the web anytime, anywhere
Convenience Mobility & portability
Multi-tasking Run several functions at one go
Features & Characteristics
Customizability Suit the user’s specific
needs App Stores
1. iTunes Store2. Market3. BlackBerry App World4. Ovi Store5. Windows Marketplace
Features & Characteristics
Tethering Mobile phone acts as a modem Allows other devices to connect to the
internet via data plan
Exceptions Phones running on Windows Phone 7
Features & Characteristics
DemoTethering
Accessibility
Back-up/alternative
Convenience
Battery consumption
Additional software
Expensive
Speed
What are these?
What are Apps?
Software that runs on mobile devices Multiple functions and advanced
services Increases internet usage
E.g. Mobile instant messaging client (ebuddy) Social networking services (Facebook
Mobile)
Apple’s App Store Downloads Top Three Billion
“ Three billion applications downloaded in less than 18 months –
this is like nothing we’ve ever seen before,” – Steve Jobs, Apple’s CEO. (5 January 2010)
Applications are the second fastest growing IT area of spending
Mobile applications is a high growth element
Trend: Fast expanding market with high potential Served by more developers, publishers and providers
Who Creates Apps?
Apps
Mobile software
developers
Businesses
Educational
InstitutionsIndividuals
Types of Apps
Pre-installed
Downloaded from app stores and mobile software distribution platforms Third-party Software Proprietary Software
What can they do?
http://andynaselli.com/iphone-resources
What can they do?
Capable of almost anything
Limited by the: Imagination of
programmers (application writers)
Technology of the time
What can they do?
COMMUNICATION
• Email / IM Clients• Web browsers• Social Network Clients
GAMES
• Puzzle / Action / Casino
MULTIMEDIA
• Image viewers• Video/Audio players• Streaming players
PRODUCTIVITY
• Calendars / Calculators • Word processors / Spreadsheets• Banking/Finance
TRAVEL
• GPS/ Maps / Weather• Currency converters• Translators
UTLITIES
• Address book• Task Manager
Adapted from Mobile Applications, Mobile Marketing Association (September 2008)
DBS mBanking
DBS iBanking system Features Backed by DBS
iBanking Money Safe Guarantee
Online security Secured account
information in event of phone loss or theft
DBS Indulge Singapore
Gain access to dining privileges and great deals
Discounts and special offers for dining pleasure
Features include: - Built-in maps for dining
places- Driving directions- Ability to share details
Michigan colleges getting into iPhone, Android smartphone app game
Students design mobile phone applications
Mobile Applications and Services Lab
GVSU Laker Mobile App
Quick Graph App downloaded 500,000 times by iTunes users
By Dave Murray, The Grand Rapids Press, 14 March 2010
Nine-year Old Writes iPhone Application
Doodle Kids (iPhone application)
Enables users to draw by brushing their fingers against iPhone’s touchscreen
Clear doodle by shaking the phone
Downloaded more than 4,000 times from Apple’s App Store within two weeks
By Reuters, 6 February 2009
Doodle Kids
Google Goggles
Video
What platforms are apps running on?
Apple iOS Android Symbian RIM BlackBerry Windows Palm WebOS
Apple iOS
Apple Factor User Interface Apps: - >250,000 apps available
- >3 billion downloaded
http://asia.cnet.com/reviews/mobilephones/0,39050603,62200934,00.htm http://developer.apple.com/devcenter/ios/index.action http://www.apple.com/pr/library/2010/01/05appstore.html
Limited multitasking Tight control of iTunes App Store by Apple Can only run on Apple devices
Strengths:
Weaknesses:
Google Android
>80,000 apps on Android Market 12,593 new apps per month Open OS
http://www.androidcentral.com/googles-andy-rubin-says-over-80k-apps-now-android-market http://www.androlib.com/appstats.aspx http://sip-trunking.tmcnet.com/topics/security/articles/89653-smobile-systems-survey-warns-dangers-android-mobile-app.htm
Loose control of Android Market by Google
Strengths:
Weaknesses:
Nokia Symbian
Leader by market share (40.1%) Open OS Stable & low energy consumption
http://www.symbian-guru.com/welcome/2010/02/distimo-shows-ovi-store-apps-are-cheaper-than-iphone-apps.html
http://www.letsgomobile.org/en/review/0037/symbian-windows-mobile/
http://www.pcworld.com/businesscenter/article/188535/five_benefits_of_an_open_source_symbian.html http://www.symantec.com/security_response/writeup.jsp?docid=2004-061419-4412-99
Strengths:
Decreasing market share >6,000 apps on Ovi Store Vulnerable to viruses (eg. Cabir)
Weaknesses:
RIM BlackBerry OS
>10,000 apps on RIM’s App World User interface Plans to switch OS
http://www.businessinsider.com/rim-is-finally-ditching-the-blackberry-os-but-not-for-android-2010-9 http://www.computerweekly.com/Articles/2005/05/10/209884/Clear-business-gains-from-BlackBerry-mobile-technology.htm http://www.dailytech.com/New+Study+Gives+RIM+Smartphones+High+Scores+on+Security/article15261.htm http://www.mobile-ent.biz/news/38555/RIM-passes-10000-apps-on-BlackBerry-App-World
Popular for businesses Superior email capabilities
- downtime & productive time Strong security protection
Strengths:
Weaknesses:
Windows Stable & fast (Windows Mobile) Under-developed app store Integration with Windows Office Suite Windows Phone 7 – 8 Nov 2010
http://www.mobile-ent.biz/news/38555/RIM-passes-10000-apps-on-BlackBerry-App-World http://asia.cnet.com/reviews/mobilephones/0,39050603,62201477,00.htm http://www.androidcentral.com/webos-review-smartphone-round-robin
Palm WebOS 2,400 apps on Palm App Catalog Poor performance speed Enhanced appearance & multitasking
capabilities
How critical are applications?
Source: Crowd Science (June 2009), Smartphone Usage and Brand Study
Determinants of a platform’s success
Personal Concerns: Functions User Interface Performance Brand Loyalty
Corporate Concerns: Apps Development
How critical are applications?
What is an iPad?
First tablet
computerby Apple
FEATURES
9.7” Multitouch TouchscreenMicroSIM slot
Wireless capabilities
3G data network capabilities
200,000 apps
The iPad Experience
Video
Major Benefits
Runs both iPhone & iPod Touch apps functions & versatility
iWork for importing and editing of documents productivity
10 hours of battery life convenience
Large touchscreen comfort
iPad received very well
On Day 1
Within 80 days
Impact of iPad
Worldwide shipments of new PCs
lower than expected 3% in Q3
Dell’s U.S. shipments 4.9%
http://www.msnbc.msn.com/id/39660539
Impact of iPad
Sparked intense competition
Competitors jostle for market share
Introduced competing tablets: Samsung Galaxy Tab Blackberry Playbook
Impact of iPad
Entered eBook industry
iBook (eBook reader) vs. Amazon’s Kindle
eBooks sold in the iTunes Store
Impact of iPad
New mobile gaming possibilities
Interactive E.g. N.O.V.A
Impact on iPhone
Current Comparison All iPhone functions
Except call & text
Performs work-related tasks better Productivity suites Larger screen
Lower sales iPad 3.2 million vs. iPhone 8.4
million units sold
http://www.apple.com/pr/library/2010/07/20results.html
Impact on iPhone
Future Expectations 7” iPad rumoured
Greater portability Limit to size reduction
Telecommunication capabilities Headset Competes with iPhone
Smartphones vs Tablets
Smartphon
es TabletsFUNCTIONS Similar Similar.
No phone calls/sms
SIZE Small Big
BATTERY LIFE 1-2 days <10 hrs
PROCESSING SPEED 1GHz up to 1.4GHz
STORAGE up to 32GB up to 320GB
PRICE US$85US$300 to >US$1000
http://www.itpro.co.uk/620302/smartphones-vs-netbooks-vs-tablets-which-is-best-for-you http://www.pcworld.com/article/186737/mobile_snapdragon_processor_to_hit_15ghz_dualcore_in_2010.html http://www.mobilemarketer.com/cms/news/research/4706.html http://www.mobilitysite.com/2010/08/android-tablets-get-prices-less-vapour/
What’s to come in the future?
+Integration
Will there be a clear winner?
Unlikely No one-phone-fits-allFactors:
User needs & preferences Future developments Compatibility synchronisation
Verdict: A few dominant players
Source: Gartner (August 2010)
Comparison of Market Share
http://www.gartner.com/it/page.jsp?id=1434613
Q&A