This is a presentation about the different smartphone platforms and the possible advances of iPhone.

1. SMARTPHONES
Topic 6-1

2. 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

3. Presentation Outline
Article Overview
• Introduction | Features & Characteristics | Pros & Cons
• Apps
• Introduction | Functions & Capabilities
• Operating Systems
• Introduction | Determinants of Success
Smartphones
• Introduction | Benefits | iPad vs. iPhone
iPad

4. Article Overview
“As smartphones proliferate, will one
company emerge as the clear market
winner?” – Knowledge@Wharton

5. Article Overview
http://knowledge.wharton.upenn.edu/article.cfm?articleid=2244

6. 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

7. 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).

8. 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

9. 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

10. Article Overview
Divide and conquer strategy
Open source OS

11. Article Overview
 Key determinant of success: Software
availability
 Choice rules the industry

12. What is a smartphone?
+ =

13. 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

14. Features & Characteristics
Enhanced connectivity
 Browse the web anytime, anywhere
Convenience
 Mobility & portability
Multi-tasking
 Run several functions at one go

15. Features & Characteristics
Customizability
 Suit the user’s specific needs
 App Stores
1. iTunes Store
2. Market
3. BlackBerry App World
4. Ovi Store
5. Windows Marketplace

16. 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

17. Features & Characteristics
Demo
Tethering

18.  Accessibility
 Back-up/alternative
 Convenience
 Battery consumption
 Additional software
 Expensive
 Speed

19. What are these?

20. 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)

21. 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

22. Who Creates Apps?
Apps
Mobile
software
developer
s
Businesse
s
Education
al
Institutions
Individual
s

23. Types of Apps
 Pre-installed
 Downloaded from app stores and mobile
software distribution platforms
 Third-party Software
 Proprietary Software

24. What can they do?
http://andynaselli.com/iphone-resources

25. What can they do?
 Capable of almost anything
 Limited by the:
 Imagination of programmers
(application writers)
 Technology of the time

26. What can they do?
• Email / IM Clients
• Web browsers
• Social Network Clients
COMMUNICATION
• Puzzle / Action / Casino
GAMES
• Image viewers
• Video/Audio players
• Streaming players
MULTIMEDIA
• Calendars / Calculators
• Word processors / Spreadsheets
• Banking/Finance
PRODUCTIVITY
• GPS/ Maps / Weather
• Currency converters
• Translators
TRAVEL
• Address book
• Task Manager
UTLITIES
Adapted from Mobile Applications, Mobile Marketing Association (September 2008)

27. 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

28. 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

29. 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
By Dave Murray, The Grand Rapids Press, 14 March 2010

30. 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

31. Doodle Kids

32. Google Goggles
Video

33. What platforms are apps running
on?
 Apple iOS
 Android
 Symbian
 RIM BlackBerry
 Windows
 Palm WebOS

34. 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:

35. 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:

36. 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:

37. 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:

38. 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

39. How critical are applications?
Source: Crowd Science (June 2009), Smartphone Usage and Brand Study

40. Determinants of a platform’s
success
Personal Concerns:
 Functions
 User Interface
 Performance
 Brand Loyalty
Corporate Concerns:
 Apps Development

41. How critical are applications?

42. What is an iPad?
First
tablet
computer
by Apple

43. FEATUR
ES
MicroSIM slot
3G data network capabilities

44. The iPad Experience
Video

45. 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

46. iPad received very well
On Day 1
Within 80 days

47. 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

48. Impact of iPad
Sparked intense
competition
 Competitors jostle for market
share
 Introduced competing
tablets:
 Samsung Galaxy Tab
 Blackberry Playbook

49. Impact of iPad
Entered eBook
industry
 iBook (eBook reader)
vs. Amazon’s Kindle
 eBooks sold in the iTunes
Store

50. Impact of iPad
New mobile gaming
possibilities
  Interactive
 E.g. N.O.V.A

51. 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

52. Impact on iPhone
Future Expectations
 7” iPad rumoured
 Greater portability
 Limit to size reduction
 Telecommunication
capabilities
 Headset
 Competes with iPhone

53. Smartphones vs Tablets
Smartphone
s Tablets
FUNCTIONS 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$85
US$300 to
>US$1000http://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/

54. What’s to come in the future?
+
Integration

55. Will there be a clear winner?
 Unlikely
 No one-phone-fits-all
Factors:
 User needs & preferences
 Future developments
 Compatibility synchronisation
Verdict: A few dominant players

56. Source: Gartner (August 2010)

57. Comparison of Market Share
http://www.gartner.com/it/page.jsp?id=1434613