Inaugurated at Mac world 2006, the iPhone marks Apple in the smart phone market, following the example of Steve Jobs. It is via its triple function (iPod, telephone, internet) that the firm wishes to anchor the iPhone in the market of mobile telephony, by offering a product which combines the know-how of Apple, (in particular, the reliability of MAC technology) and the latest innovations in telephony and its contents. This report deals with the latest product from Apple, the competitive environment of mobile telephony, current consumer behavior and the development of mix-marketing for this product without forgetting a SWOT analysis. Through this, one also responds to the problems: Is the iPhone a real revolution?; and evaluates it through an argumentative model ETHOS PATHOS borrowed from Marketing which lists the strengths of the iPhone and also the doubts likely to be felt. Profit: It is certain that Apple seeks, by this innovative new product resulting from the latest technologies, to increase its sales turnover as well as the price of its shares on the stock market. Finally, many operators will subsidize this product in order to attract new customers.
[...] Target: The Basis of segmentation of the market: To understand this market, it is important to be able to distinguish it, and for that reason, it is segmented. But it is necessary to know to recognize the criteria for segmentation of this market. In fact, the market differentiates itself by the level of superior technology; it is shaken with each innovation. It is a worldwide market, which relates to all the continents. There is no segmentation based on age, sex, etc. [...]
[...] South America pulls through honorably with 102 million mobile phones sold. Possible trends in the global market Between 2005 and 2006, as the following table shows, the revenue of the mobile industry, on a global scale, increased from 562.1 to an evolution of 11%. World: Revenue of the mobile industry (in billions of dollars) Years Amount of revenue Annual evolution Source: Strategy Analytics II) Determination of problems posed and uncertainties Is the iPhone really revolution or simply a copy of the smartphone? [...]
[...] - Penetration: One thinks that the penetration rate of the iPhone will be substantial because of the reputation of Apple. One can say that Apple has not completely innovated in the smartphone market because the proposed technologies are similar and they were especially intended for professionals. Nevertheless, Apple's image in matters of technology and design will allow its new product, the iPhone, to have a significant penetration rate. - Prestige: From its launch at the end of 2007, this product, with its very elegant design, its functionalities and the fame of its creator, conveys an image of prestige among many consumers. [...]
[...] Google Maps: combination of the map service of Google and the application of iPhone cartography to visualize maps, satellite images, traffic and road information. The integrated proximity sensor immediately turns off the display, each time you lift the iPhone to your ear, to save power and prevent inadvertent touches. The ambient light sensor automatically regulates the brightness of the screen to an appropriate level, according to the environment, which contributes to the comfort of the user while making it possible to save energy. [...]
[...] First of all, it is difficult to carry out a forecast of the future of a product which has not been marketed yet. It is true that the specialized press, journalists and experts are eager to give their opinions. But the new darling of Apple does not achieve the unanimity. In fact, opinions are mitigated. Those loyal to Apple proclaim its originality and its level of innovation. Others go along with the pleasant idea of a product which could (finally!) change this market. [...]
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