iPhone Blue Ocean Strategy.ppt

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1、iPhone Blue Ocean Strategy,INDE 599 11-3-09,Overview,Industry Pre-Launch 5 Forces Analysis 4 Actions Framework Strategy Canvas 6 Paths Risk Assessment Post Launch Success,History of Industry,2002-20032 Very successful iPod sales No desire from Apple to create a PDA Steve Jobs believes that cell phon

2、es will eventually carry the PDA information Americans carried cell phones, Blackberries, & MP3 players 2007 Cell providers marketing to kids & teens Boost in consumers wanting smart-phones3 Motorola losing 2% of market share 1 month after iPhone launch3 Google reveals cell phone software4,Apple SWO

3、T Analysis,5-forces Analysis on Cell Phone Industry,Threat of new entrants? Apple would be the new entrant Google, Microsoft could choose to produce cell phones, eventually. Other cell phone companies may re-design their products to compete, laterBargaining power of buyers? MinimalOther devices, Pal

4、m Treo, Blackberry do not integrate all technologies efficientlyThreat of substitutes? Minimal. Palm Treo is only other existing convergence device. Blackberry does not have all of the same functionality, such as MP3sBargaining power of suppliers? Minimal. Suppliers will want to get involved with ne

5、w project, beneficial to their sales.Rivalry? Medium. iPhone can revolutionize the cell industry. Immediately, there will be little competition, but there will be competition from all cell phone producers once it is released. (Motorola, LG, Sanyo, Palm, Blackberry, etc),4 Actions Framework,Strategy

6、Canvas,Relative Scale 2-Highest Rating 0-Lowest Rating,Areas to Change the Rules “6 Paths” Framework,Alternative Industries Incorporate smart-phone technology iPod-MP3, email, applications Strategic Groups within Industries Trade up from typical cell for smart phone technology Improved user interfac

7、e from Blackberry Chain of buyers Increase iTunes users Market to AT&T only Complementary Offerings Incorporate iPod and & iPod touch capabilities Differentiation Touch features, compared to Blackberry Integrated applications “Cool factor” Look across Time Revolutionary user interface Touch screen,

8、keyboard, directly connect to App Store, linkage to Mac/PC,Risks Assessment,First time Apple makes a cell phone Aligning to a single cell carrier Ability to successfully integrate software Problems with battery life Impacts to iPod sales High price of product Data networks sluggish,1,2,3,4,5,6,7,Pro

9、duct Impact Post-Launch,Product Impacts1 Cell phone carriers realize that phones can win customers & bring in revenue Upset the carrier-manufacturer balance of power Opportunities for application developers Sales March 20096 17 million iPhones sold 25,000 applications sold on App Store 800 million t

10、otal downloads from App Store October 2009-Apple Profit increases 47%5 Apple sold 7.1 million iPhones in single quarter,References,The Untold Story: How the iPhone Blew up the wireless industry: http:/ Steve Jobs: No Tablet, No PDA, No Cell Phone, Lots Of iPods: http:/ Mobile Phone Industry Already changing due to iPhone: http:/ Google Unveils Cell phone software & alliance: http:/ Apple Profit Surges on iPhone Sales: http:/ iPhone Sales hit 17 Million: http:/