Apple iPhone: Market Implications
2008.02.28   |   28 pages   |   New Services & Technologies   |   Consumer Contract Segment

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The iPhone arrived in 2007 to much media and consumer excitement. In the US - and later, Europe - queues of Apple aficionados camped outside Apple flagship stores in order to be one of the first to be able to own the latest product innovation from one of the most skilled consumer electronic marketing companies the world has ever seen. Has the reality lived up to the early hype? Is the iPhone the shape of things to come or a niche product appealing to those known as 'Macvangelists' and few others?

As is so often the case, the truth is neither of these absolute positions really describes the impact and implications of Apple's new product line. Whether successful or not in the market, there is no doubt that the iPhone is a key influence on current product design and that it has already shifted the balance of power in the mobile value chain from service providers to handset manufacturers.

MNOs need to understand what needs the iPhone satisfies for what proportion of mobile users and whether satisfying those needs requires Apple's product or whether a combination of service package and other smartphones can substitute. This report examines the impact of the iPhone in all the markets it has so far been launched in, looks at the implications and answers the questions about what an MNO should do to respond (whether already partnered with Apple or not).

Keywords: iPhone user expeience, user experience, visual voicemail, ARPU, iPhone impact, iPhone ARPU, iPhone, iPhone sales,

Table of Contents
1 OVERVIEW 1
2 INTRODUCTION 2
2.1 Background 2
2.2 Report Content 2
2.3 Exchange Rates 2
3 THE APPLE IPHONE 3
3.1 Product Development Background and Strategy 3
3.2 Design & Features 4
3.3 User Experience 7
3.4 Visual Voicemail 8
3.5 iPhone Activation 9
3.6 Market Positioning 15
3.7 Retail propositions 17
4 MARKET IMPACT 18
4.1 Sales 18
4.2 The Ownership Experience 20
5 FROM THE MNO?S PERSPECTIVE 22
5.1 ARPU & Customer Retention 23
6 CONCLUSIONS 25
7 RECOMMENDATIONS FOR MNOS 28

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