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iPhone

Iwan Yuli Widyastanto


M. Chairul Budiman
Rinaldi Priambodo
Rizki Riadi
Saur Helena

Content
11

Background
World Wide Telecommunication Industry
Who are the Players?
iPhone Product

22

Main Issue
Problem Statement

33

Analysis
Strategy Analysis
Case Summary

Case : Telecommunication Industry

Bagaimana Industri Mobile Device di Pasar Eropa

Bargaining Power of Buyers

O2

T-Mobile

Orange

Number of customers

27.30%

24.10%

22%

Revenue (EUR)

54,472

61,347

51,702

Buying volume

UK at $374

User experience

3G network support
Music, Voice Call and Data
Connection

Demand for features

Rivalry (Number of Global Mobile device 4,6Miliar Unit


(175 juta Unit di Eropa))
Nokia
Samsung Sony Erricson
Market Shares
39.2%
(Global)
market share 14.90%
9.10%
Unit
Smartphone

5O.2%
(32 juta unit)

<3%

5.1 %, 3.3
million units

RIM
<3%
8.3%. 5.3
million
units).

33

iPhone Product

Well, today, we're introducing three


revolutionary products of this class.
The first one is a widescreen iPod
with touch controls.
The second is a revolutionary
mobile phone.
The third is a breakthrough Internet
communications device ...
These are not three separate devices.
This is one device.
And, we are calling it iPhone

33

Apple and iPhone Product

- Teknologi Telpon Genggam


- Usia produktif
- Penghasilan diatas 3 juta perbulan
- Low Cost
- Harga yang premium
- Metode Skimming Price

Staging

Arena
- AT&T untuk pake bundling
- Foxconn menjadi tempat
perakitan iPhone

Economic
Logic

Vehicles

- 2G ke 3G butuh 1 tahun
- Untuk goes to other
country 3 month

DIAMOND
STRATEGY
Apples iPhone

Differentiators
- User Interface yang bersahabat
- Harga yang premium
- Design yang mewah

MAIN ISSUE
iPhone sebagai pemain baru di Industri
telekomunikasi
iPhone keluar dari Amerika dan mencoba masuk ke
Industri telkomunikasi di Eropa, salah satunya
melalu operator O2

PROBLEM STATEMENT
1. Apakah keputusan yang dilakukan oleh O2 sudah
tepat?
2. Apakah industri telekomunikasi akan berubah
seiring masuknya iPhone kedalam industri ini?

44

Analysis

44

Analysis

CAGE Analysis
UK and General Europe 2007
From iPhone perspective
Parameter

Distance compare to Home Country (US)

Cultural

More less the same level. Low Distance.


Similar characteristic of segment/target market

Administration

High distance.
Some countries have the similar rule
But generaly European countries have strict law on the
anti-monopoly and exclusive dal

Geography

Far from US, transportation cost. High distance.


Need to overcome the delivery cost.

Economic

More less the same level. Low distance.


Europe has the same level in the purchasing power

Notes

This is the differentiation


element among EU
countries

Porters Diamond untuk Mobile


Device Industry di USA & Eropa
USA
Factor Conditions
Memiliki akses terhadap highly skilled

workforce
Biaya labor tinggi
Sumber daya alam terbatas
Teknologi selular masih
mengandalkan wifi & 2G
Fokus teknologi pada user experience
(easy to use & sophisticated features)

Demand Conditions
Permintaan mobile phone tiinggi.
Permintaan iphone di USA diprediksi

meningkat pesat dari tahun 2007 2009

Europe
Factor Conditions
Memiliki akses terhadap highly skilled

workforce
Biaya labor tinggi
Sumber daya alam terbatas
Teknologi selular sudah memasuki era
3G
Fokus teknologi pada primary function.

Demand Conditions
Permintaan mobile phone tinggi,

disebutkan memiliki lebih dari 1 mobile


phone per orang adalah hal yang biasa di
Inggris.
Disebutkan bahwa penduduk Inggris
sudah mengantri untuk mendapatkan
produk iphone

Porters Diamond untuk Mobile


Device Industry di USA & Eropa
USA
Firm Strategy, structure, & rivalry
Penjulan Nokia mulai turun sejak 2005

2007.
Pada umumnya, hanya handset
manufacturer yang berkolaborasi dengan
operator yang sukses memperoleh
pangsa pasar.
..

Related & supporting industry


Untuk mobile operator, AT&T memiliki

subcriber terbanyak. Pemain lain yaitu


Verizon, Sprint, T-Mobile, dll.
Pada umumnya proses manufacturing
dilakukan melalui outsourcing

Europe
Firm Strategy, structure, & rivalry
Untuk smart phone, Nokia mempimpin dengan
50,2% market share, dilanjutkan RIM (8,3%),
Palm (5,5%), dan Sony Ericsson (5,1%).
Smart device manufacturer men-develop OS
sendiri atay membeli licenses dari software
company (Symbian mendominasi dengan 67%
share).
Pada umumnya, handset manufacturer menjual
via operator dengan brand mereka sendiri
Related & supporting industry
Pada umumnya terdapat 3-5 mobile operator.
O2 memimpin di UK, T-Mobile memimpin di
Jerman, Belanda, dan Austria, Orange
memimpin di Perancis, dan Movistar memimpin
di Spanyol

Pada umumnya proses manufacturing dilakukan


melalui outsourcing

External Macro Environment (PEST analysis)


UK before iPhone-O2 partnership 2007
Factors

Sub-Factor relevant to
telco industry

Notes

Political

Stable
EU member
Telecommunication Law
Anti Monopoly Law

Deregulation, free competition


Communication Act 2003
Ofcom (authority regulator in communication
competition)

Economy

Stable
GDP
Average Salary
Buying Power

Best growth in telco industry, one of the largest industry


in UK
Big Market
Many player (5 big operators)
Avg Salary 457 per week strong buying power

Social

Demography
Education Level
Life style

70 million connected to internet actively


57% of mobile user is male
59% of mobile user below age 35
Massive access to social media
Higher education participation rate 50%

Technology

Telco Infrastructure
R&D supports

3G ready HSDPA - WiMAX


Internet Broadband - VoIP
Convergence (Bundling)
Fixed line steady, mobile increase

External Macro Environment (PEST analysis)


General Europe (esc. Germany & France) before iPhone-Mobile Operator
partnership 2007
Factors

Sub-Factor relevant to
telco industry

Notes

Political

Stable
EU member
Telecommunication Law
Anti Monopoly Law

Deregulation, free competition


But some countries have unique law about exclusive
selling method
Germany : Lex Mundi Publication, Telecommunication
Regulation
France : OECD review, regulatory reform in
Telecommunication sector

Economy

Stable
GDP
Average Salary
Buying Power

Best growth in telco industry


Many player (5 big operators)
Big Market
Avg Salary 457 per week
strong buying power

Social

Demography
Education Level
Life style

More less similar to UK

Technology

Telco Infrastructure
R&D supports

3G ready HSDPA - WiMAX


Internet Broadband - VoIP
Convergence (Bundling)
Fixed line steady, mobile increase

External Macro Environment (PEST analysis)


UK & Europe After iPhone-O2 partnership 2007
Factors

Sub-Factor relevant to
telco industry

Notes

Political

Stable
EU member
Telecommunication Law
Anti Monopoly Law

Deregulation, free competition


Communication Act 2003
Ofcom (authority regulator in communication
competition)
Note:
Deregulation, free competition
But some countries have unique law about exclusive selling method
Germany : Lex Mundi Publication, Telecommunication Regulation
France : OECD review, regulatory reform in Telecommunication sector

Economy

Stable
GDP
Average Salary
Buying Power

Best growth in telco industry, one of the largest industry


in UK
Big Market
Many player (5 big operators)
Avg Salary 457 per week strong buying power

Social

Demography
Education Level
Life style

Internet usage increased


Involve to social media
simplicity

Technology

Telco Infrastructure
R&D supports

One touch technology


Increase willing to pay
Data usage increased

5 Forces Porter for Mobile Device Industry


Threat of new entrants
(MODERATE HIGH):
Technology
Knowledge
Time & cost of entry
Economies of scale
Access to distribution
Government regulation

Bargaining Power of
Suppliers (MODERATE):
Number of suppliers
Buying volume
Price elasticity
Impact on quality

Bargaining Power of Buyers (LOW HIGH)


Number of customers
Buying volume
User experience
Demand for features
Price elasticity
Product differences
Brand Identitiy
Switching cost

Substitutes (HIGH):
Substitutess performance
(music player, laptop, etc)
Price of substitutes
Switching cost
Rivalry (MODERATE HIGH):
Number of competitors
Industry growth
Brand identity

Key Success Factor


Before

After

Core technology

Core technology

Services

Services

Function

Economic

Price

User experience

CONCLUSION
1. Apakah keputusan yang dilakukan oleh O2 sudah
tepat?
2. Apakah industri telekomunikasi akan berubah
seiring masuknya iPhone kedalam industri ini?

Thank You...
You Are Awesome

Iphone Launch

Success Factors of Launching New Product

Success Factor in iPhone launch

Launch in Europe

Iphone Framework Kesuksesan iPhone

iPhone success model

Tambahan Penjelasan PEST

Political

Political

Economy

Economy - Average Salary

Socio-cultural
Parameter

rate

PDI Power Distance Index

low

IDV- Individualism

high

MAS - Masculinity

high

UAI Uncertainty Avoidance Index low


LTO Long Term Orientation

low

Socio-cultural

Technology

Technology

Technology

Technology

Analisis SWOT

SW Analysis iPhone Product

Strength & Weakness


KSF Parameter

Internal Strength

Internal Weakness

Core
Technology

Strong
Reliable
Compatible
Compact Function

Short Battery duration


Unreplaceable battery
Use old network (2.5G)

User
Experience

Excellent User Interface


Simple (only one button)
Wide screen
Easy to use
Stylish Design
Innovative
Strong Brand Image

Services

High quality Service center


Easy to access & download songs via
iTunes
Many apps in App Store

Economic

High price low cost = High Profit

Premium price. Limit the potential


customer with price sensitive

OT Analysis iPhone Product

Opportunity & Threat


KSF Parameter

External Opportunity

Market

Big Market Growth

Competition

Partnership

External Threat

Strong Competition
High number of new comer
High number of substitution

RBV Analysis
Resources:
Tangible:
Organization, Strong Finance structure, Human Expertise, Software &

Hardware, Retail Store, Online store


Intangible:
Knowledge, Skills, Brand Name

Capabilities:
Smart Market Research
Innovative, Stylish & Unique design
Full control in value chain
Orchestrating supply-chain
Marketing the Brand Image
Bargaining to suppliers & partner

VRIO
Resource/
Capability

Does it have Is it
Value?
Rare?

The Brand

Yes

Supply Chain
Management

Yes

Top Executives

Yes

International
Product
Distribution

Yes

Yes
Yes

Yes

No

Is it
Inimitable?

Is the company
Organized to exploit this
resource/capability

Yes

Yes

Yes

Yes

Yes

Yes

No

Yes

CAGE Analisis

CAGE Analysis
UK and General Europe 2007
From iPhone perspective
Parameter

Distance compare to Home Country (US)

Cultural

More less the same level. Low Distance.


Similar characteristic of segment/target market

Administration

High distance.
Some countries have the similar rule
But generaly European countries have strict law on the
anti-monopoly and exclusive dal

Geography

Far from US, transportation cost. High distance.


Need to overcome the delivery cost.

Economic

More less the same level. Low distance.


Europe has the same level in the purchasing power

Notes

This is the differentiation


element among EU
countries

Make or Buy Analysis

Supply Chain Analysis

The Firm and its Web of Relational Actors

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