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Apple in Wireless
Strategic Options
in a Converged Marketplace
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| Apple acknowledges the threat mobile handsets pose to portable MP3 players
in the long term. |
The success of the iPod has redefined several markets, namely the MP3 player and
digital content markets, as well as revitalised the Apple brand itself. This may
in turn disrupt the computing and convergence landscape.
Apple's history shows a continuous leap in technological advancements and a new
or upgraded offering on average every six months. Visiongain believes that the
years 2006 and 2007 will see product offerings accelerate as Apple focuses on
convergence technologies. One such product is the "iPhone", an Apple-branded
mobile handset. What is Apple's strategy and HOW will it affect you? By
purchasing this report, you will find out.
The iPod capitalised on the emerging digital content market that has proven
elusive to other industries and iPod competitors. Apple shipped over 14 million
iPods during the quarter, representing 207% year-on-year growth, and visiongain
estimates total shipments of over 40 million iPods. Thanks to close synergies
and integration with the iPod, over one billion tracks have been downloaded from
the iTunes Music Store.
As convergence enters full swing, media companies, wireless carriers, vendors
and others are searching for ways to reach new consumers and generate extra
revenues - mobile phones and iPod devices support video and music download
capabilities, and content owners are providing exclusive music and TV for both
device platforms.
Apple acknowledges the threat mobile handsets pose to portable MP3 players in
the long term. As such, it has begun to make a mobile play - initially,
via the
Motorola partnership. However, we argue that Apple could embrace mobile more
fully and pose a greater threat to the cellphone industry itself - as an MVNO
challenging carriers and a cellphone brand challenging handset makers. Find out
what options are available to Apple and how your organisation can be involved.
Among others, this 80+-page report analyses:
Apple's core products and services
The company's strengths and weaknesses
The opportunities that exist for its entry into wireless
The impact of such a move on Apple and the cellular/wireless industry
Questions answered in this report include:
How does Apple manufacture, distribute and market its products and services?
How do these products and services interact or overlap with the cellular
industry?
What is the Apple's strategic vision and future product roadmap?
As a digital content retailer, Apple is leading the market - can it transfer
this success and its brand across to wireless? What strengths would Apple be
able to leverage with potential entry?
What opportunities and threats would Apple's entry into mobile create?
What impact would this have on both Apple and the industry?
How would becoming an MVNO change Apple's business model?
What impact will French legislation have on Apple and DRM in general?
Why you should buy this report:
Mobile operators - Find out how to maximise the value of hosting an
Apple-branded MVNO on your network. Also discover what kind of competition Apple
would offer were it to become an MVNO.
Handset vendors - Assess Apple's iPod strategy and the likely impact of that the
iPhone device would have on your business. Find out what specifications Apple
would demand from a mobile phone.
Content providers & media companies - Learn what opportunities exist in
partnering with Apple. Gain insight into Apple's general strategy and how it
compares to yours
Chapter 1 Executive Summary
1.1 Success in innovation
1.2 iPod and iTunes have redefined the market
1.3 Apple's changing business model
1.4 New technological advancements at Apple
1.5 iPhone on the horizon
1.6 Wi-Fi and VoIP-enabled iPods
Chapter 2 Products and services analysis
2.1 Apple is surrounded by an entire ecosystem
2.1.1 The iPod is penetrating home and in-car connectivity
Chart 2.1: US cars with iPod connectivity, 2006-2011 (%)
2.1.2 How the iPod shaped the MP3 player and legal download markets
2.1.3 iPod's simplicity is its major appeal
2.2 Despite low R&D, Apple enjoys greater ROI
Table 2.1: Comparative R&D expenditure by company ($ billions), 2003-2004
2.3 Impact of French DRM legislation on Apple
2.3.1 The US response
2.4 Possible regulation in the US
2.5 Other disputes
2.6 Product overview
2.6.1 Hardware
2.6.1.1 AirPort Express
2.6.1.2 AirPort Extreme
2.6.1.3 iBook G4
2.6.1.4 iPod
Chart 2.2: iPod shipments, 2001-2006
2.6.1.4.1 iPod's evolution
2.6.1.4.2.1 iPod Photo
2.6.1.4.1.1 Fifth generation iPods
2.6.1.4.1.2 Future models
2.6.1.4.2 The iPod mini
2.6.1.4.3 iPod Nano
2.6.1.4.4 iPod Shuffle
2.6.1.4.5 iChat AV and iSight
2.6.1.4.6 iPod Hi-Fi
2.6.1.5 MacBook Pro
2.7 Software
2.7.1 iLife
2.7.2 iTunes Music Store
2.7.2.1 Impact of Apple's iTunes on the music market
2.7.2.1.1 Device-service integration
Table 2.2: iPod sales before and after iTunes launch
2.7.2.1.2 Value
2.7.1.1.3 Portability
2.7.1.2.4 DRM and personal use rights
2.7.1.2.5 Alternative to illegal file sharing
Table 2.3: Pros and cons of iTunes
2.7.1.2.6 Audiobooks
2.7.1.2.7 Content
2.7.2.2 iTunes 4.9 and podcasting
2.7.2.3 iTunes has shown online downloads can succeed
Chart 2.3: iTunes downloads, 2004-2006
2.5.13 QuickTime
Table 2.4: QuickTime features
2.6 iPod applications and accessories
2.7 Apple's manufacturing and supply
2.7.1 In-house vs outsourced work
Table 2.5: Apple's manufacturing partners by product
2.7.2 iPod components
2.8 Market expansion
Table 2.6: Global iTunes statistics
2.8.1 Pan-European
Table 2.7: iTunes European penetration
2.8.2 Japan
Table 2.8: Vehicles offering iPod integration in Japan
2.8.3 Australia
Chapter 3 The iPod
3.1 A lost niche?
Chart 3.1: Apple revenues by product, 2005
3.2 Phone functionality remains a whole in Apple's convergence picture
3.2.1 Why the iPhone will succeed
3.2.2 Taking on the wireless carrier market
3.2.3 iPod and VoIP
3.2 Podders
Chart 3.2: iPod ownership by age group
Chart 3.3: iPod penetration by household income
3.3 Latest device releases
3.4 Future models
Chart 3.4: iPod market share
3.5 Competition
3.5.1 DNET DM751
3.5.2 Play Station Portable
3.6 Does Apple have sufficient scale and know-how for an iPhone?
3.7 Positioning the iPhone with the iPod
Chapter 4 The handset market
4.1 Current market landscape
4.1.1 Loss of brand value
4.1.2 Combating brand erosion
4.2 Mobile video and TV
4.3 Competitor line-up
Chart 4.1: Shipments of mobile phones with built-in MP3 players, 2004-2010
4.3.1 ROKR
4.3 iPod's and iPhone's odds
Chart 4.2: Global sales of portable stand-alone MP3 players, 2003-2010
Table 4.1: Apple's strengths and weaknesses
Table 4.2: Most popular MP3 player models, December 2005
Chapter 5 An Apple MVNO?
5.1 Apple's likely market positioning
Figure 5.1: Niche MVNO positioning in the MVNO business model
5.1.1 The reseller model
5.1.2 Pure/full MVNOs
5.1.3 Niche MVNOs
5.2 he benefits of MVNOs
5.3 Rationale for becoming an MVNO
5.4 Set-up costs to become an MVNO
5.5 Factors affecting the success of MVNOs
5.6 The importance of MVNO branding
5.7 Lessons from Virgin Mobile UK
5.7.1 Why Virgin failed in Singapore
5.8 MVNO landscape
Table 5.1: MVNOs in the US
Table 5.2: Most attractive markets for new MVNOs
5.9 Apple could leverage multiple benefits with an MVNO
5.9.1 Appealing to music and video consumers
5.10 Step 1: MVNO partnerships
5.10.1 Helio
5.10.2 Disney Mobile
5.11 Choosing the right carrier partners
Table 5.3: Most suitable countries for an Apple MVNO
5.12 Retail outlets and service pricing
Chapter 6 Recommendations
6.1 For handset vendors
6.2 For applications providers & media companies
6.3 For mobile operators
Appendix A Lead author's profile
Appendix B About visiongain
Appendix C Report evaluation form
Companies listed:
3GPP
7-eleven
Alltel
Amp'd Mobile
AOL
Apple
ASHA
Asustek Computer
Blu-ray Disc Association
BMG
Center for Digital Democracy
Chrysler Group
Cingular Wireless
Cisco
Creative
CSG Systems
Debitel
Dell
Disney
DNET
DVD Forum
EarthLink
EMI
Firstgate
Helio
Hewlett-Packard
Hitatchi
Hon Hai Precision
Intervalz
Inventec
Jeep
KDDI
LightSurf Technologies
Linear Technologies
Microsoft,
Motorola
MTV
MySpace
Napster
New York University
NIDOCD
Nokia
NTT DoCoMo
O2
Official Charts Company (OCC)
Orange
PortalPlayer
Qualcomm
Quanta Computer
Razer
RIM
Rogers Wireless
SanDisk
Sharp Electronics
SK Telecom
Skype
Sony
Sony Ericsson
Sony Music Entertainment
Speak Out
Sprint Nextel
Telmore
Tesco
Texas Instruments
The Carphone Warehouse
T-Mobile
Toshiba
Universal
US Patent and Trademark Office
Verizon
Virgin Mobile
Visage Mobile
Warner
Wolfson Microelectronics
Ztar
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