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V S

A Battle of Brand Dominance

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INTRODUCTION

A smartphone is a high-end mobile phone that combines the functions of a personal digital assistant (PDA) and a mobile phone. The term smartphone is usually used to describe phones with more advanced computing ability and connectivity than a contemporary feature phone, although the distinction can be vague and there is no official definition for what constitutes the difference between them. 3/19/12

Current market of smartphones

In early 2010 over 45.5 million people in the United States owned smartphones out of 234 million total subscribers.

In November 2010, total smartphone sales in one year and now smartphones represent 19.3 percent of total mobile phone sales. Smartphone sales increased in 2010 by 72.1 percent from the prior year, whereas sales for all mobile phones only increased by 31.8 percent. Click to edit Master subtitle style In March 2011, Berg Insight reported data that showed global smartphone shipments increased 74% from 2009 to 2010 As of March 2011 22% of UK consumers had a smartphone, with this percentage rising to 31% .

doubled

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MAJOR PLAYERS IN SMART PHONE MARKET

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The rivalry

VS

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Apple vs. Rim(Blackberry)

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The founder Companies

iphone Founder company Apple Computer Inc. (incorporated April 1, 1976) Computer hardware Computer software Consumer electronics Digital distribution Cupertino, California, USA Profit US$ 25.922 bn Total assets US$ 116.371 bn Total equity US$ 76.615 bn Blackberry Research In Motion (incorporated 1984) Telecommunications, Wireless handheld devices Canada Profit US$ 3.411bn Total assets US$12.875bn Total equity US$ 8.938bn

Industry type of founder company

Founded in Value of the company (FY 2011)

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Product description of both the brands Apples iphone & RIMs Blackberry

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iphone

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Models of iphone

Release dates

iphone

Status

iPhone

June 29, 2007

Discontinued

iPhone 3G

July 11, 2008

Discontinued

iPhone 3GS

June 19, 2009

Available

iPhone 4

June 24, 2010

Available

iPhone 4S 3/19/12

October 14, 2011

Available

Basic differences
Models of iphone iPhone Processor 620MHz ARM 1176JZ(F)-S 620MHz ARM 1176JZ(F)-S RAM 128MB DRAM 128MB DRAM Storage 4, 8, or 16 GB Display 480 320 px (HVGA) at 163 ppi 480 320 px (HVGA) at 163 ppi 480 320 px (HVGA) at 163 ppi 960 640 px at 326 ppi

iPhone 3G

8, or 16 GB

iPhone 3GS 833MHz ARM CortexA8 iPhone 4 1GHz Apple A4 1GHz Dual-core Apple A5

256MB DRAM

8, 16 or 32 GB

512 MB DRAM 512 MB DRAM

8, 16 or 32 GB

iPhone 4S 3/19/12

16, 32, or 64 GB 960 640 px at 326 ppi

Models of Cellular Connectivity iphone iPhone Quad band GSM/GPRS/EDGE ( 850, 900, 1800, 1900MHz)

Features USB 2.0/dock connector In addition to previous: assisted GPS,includes earphones with mic

iPhone 3G In addition to previous:Tri-band 3.6Mbit/s UMTS/HSDPA ( 850, 1900, 2100MHz) iPhone 3GS In addition to previous: 7.2Mbit/s HSDPA

In addition to previous: voice control, digital compass, Nike+, camera tap to focus (iOS 4.0+)includes earphones with remote and micro

iPhone 4 In addition to previous: In addition to previous: 3-axis 5.76Mbit/s HSUPA,UMTS/HSDPA gyroscope,Dual-microphone at 800 and 900MHz noise suppression,microSIM ,rear camera LED flash iPhone 4S In addition to In addition to previous: previous:14.4Mbit/s Siri (beta) voice assistant and HSDPA,Redesigned dynamically GLONASS support switching dual antenna,[110] 3/19/12 Combined GSM/CDMA capability

Other Differences
Models of iphone iPhone iPhone 3G Camera 2.0 MP, f/2.8 Still images only 2.0 MP, f/2.8 Still images only Materials Aluminum, glass and black plastic Glass, plastic, and steel; black or white(white not available for 8 GB models) Glass, plastic, and steel; black or white(white not available for 8 GB models) Black or white aluminosilicate glass and stainless steel Black or white

iPhone 3GS

3.0 Megapixel, f/2.8 VGA video at 30 frame/s

iPhone 4 3/19/12 iPhone 4S

Rear: 5.0 Megapixel, f/2.8 720p HD video at 30 frame/s Rear: 8.0 Megapixel, f/2.4

USP of iphone

Total touch screen based phone with single key Targets the gadget freak youth It aims at providing the best user experience It has got an unique operating system (touch screen based) It believes in micro marketing
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Swot analysis of iphone

Strengths
Innovative The iPhone has an
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Swot analysis of iphone

Ease-of-Use The all-new touch screen interface making operations extremely intuitive. It is radically different from those of other phones or PDAs that recognizes multi finger gestures, just as the human hand normally behaves. The Mac OS X application imbedded into the iPhone assures users will easily recognize what they can do
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Swot analysis of iphone

Weaknesses

Image The Apple brand is not targeted towards business people, which most smart phones have targeted. Does not have a reputation as being compatible with the corporate world. Price Apple does not yet offer lower 3/19/12 priced models for more cost conscious

Swot analysis of iphone

Opportunities Increasing demand and expansion to a new target segment Apple will continue to target the business productivity market who wants an all in one computing solution. But as technology advances and smart phones get cheaper companies also have a great opportunity to target 3/19/12 people who want entertainment. Apple

Swot analysis of iphone

Threats
Increased competition Smart phones are easier to make now more than ever. More companies may enter the market, given that there are few barriers to entry other than patents. Competitors or even Apple contractors can maneuver around patents to 3/19/12 create similar devices.

Target segment of iphone

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iPhone Sales

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Customer Segment
Market segmentation strategy enables a company to drive complete, unified product solutions that are harmonious with messaging, customer outreach, and channel strategies for selling and supporting customers. In this regard, Apple's product strategy is a study in market segmentation. Versus merely trying 3/19/12 to stuff a product, burrito-style, with

Marketing Strategies

Pricing Skimming strategy Typically cell phone prices drop rapidly Expect Apple prices to fall slowly Product Add functionality, maintain price Versioned iPods for price-sensitive segment

Distribution
Restricted availability to Cingular and Apple stores New iPhones will open channels & drive sales 3/19/12

Blackberry

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Basic Differences
Family Models screen large 320x240 pixels (QVGA) and 65K colors depth Networks Features Electron 8700c, 8700r, 8700f, 8700g, 8703e, 8707g, 8707h, 8707v Pearl 8100, 8110, 8120, 8130, 9100, 850/900/1800/1900M integrated Hz phone with GSM/GPRS/EDGE/CDM speakerphone, A, CDMA2000 1X and Bluetooth EVDO

240x260 with 65K colors

850/900/1800/1900M trackball Hz GSM/GPRS/EDGE, interface, 800/1900 CDMA/EVDO,1.3,2,3.2MP 850/900/1800/1900 camera, 360x400 pixels GSM/GPRS/EDGE, Bluetooth, (800/850)/1900/2100 micro SDHC (to or 8GB with 900/1700/2100MHz handheld code UMTS 4.5)

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Basic Differences
Family Pearl Flip Models screen 8220, 8230 Networks Features Internal Display: 850/900/1800/1900M trackball 240 x 320 pixels Hz GSM/GPRS/EDGE, interface, 2MP (QVGA) 65K 800/1900MHz camera, colors. External CDMA2000 microSDHC (up Display: 128 x 1xRTT/EVDO to 16GB),, 160 pixel 65K "Clamshell" colors form factor, 128MB flash memory Wi-Fi,

88XX

8800, 8820, 8830

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320x240 pixels 850/900/1800/1900M trackball (QVGA) with 65KHz GSM/GPRS/EDGE, interface, GPS colors WiFi a+b/g +WMM receiver, Multiple IEEE 802.11 speakerphone, Wi-Fi 800/1900MHz Bluetooth, CDMA, CDMA2000 1X external and EVDO, microSDHC (to 8GB with

Family Curve

Models

screen

8300, 320x240 pixels 8310, (QVGA) with 65K 8320, colors 8330, 8350i, 8900/891 0Javeln , 480x360 pixels @ 8520 65K (Gemini), 8530Arie s,9300/9 320x240 pixels @ 330 65K

Basic Differences
Networks

Features

Trackball interface, 850/900/1800/1900MHz 2Megapixel GSM/GPRS/EDGE/Wi-Fi, camera, Dual-band speakerphone, 800/1900MHz Bluetooth, CDMA2000 1X EV-DO internal networks, iDEN, Wi-Fi, microSDHC (to 850/900/1800/1900MHz 8GB with GSM/GPRS/EDGE, handheld code CDMA/1xRTT/EV-DO 4.5),, WiFi, next 800/1900 generation OS (4.6)

Bold

9000, 9650, 9700, 9780

480x320 pixels (HVGA with 65K colors & 480x360 pixels (HVGA with 65K colors

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UMTS/HSDPA2100/1900/ Trackpadinterfac 850/800MHzandGSM/GP e, RS/EDGE 1900/1800/ 3.2&5MP,speake 900/850MHz 'OR' UMTS rphone,Bluetooth 2100 / 1700 / 900MHz , Wi-Fi 802.11 and GSM/GPRS/EDGE b/g,GPS,external 1900 / 1800 / 900 / (to 32GB), 850MHz WiFi 3.5mm stereo audio jack

Basic Differences
Family Storm Models screen 9500, 9520, 9530, 9550 Networks Features Clickable Touchscreen interface, 3.2MP camera, Bluetooth, 1GB Internal Flash, 3.5mm stereo audio jack, external microSDHC (to 32GB) OpticalTrackpa d, Capacitiveinter face,5MP,Blue tooth 2.1, Wi-Fi 802.11 b/g/n, GPS,3.5mm 360x480 pixels GSM/GPRS/EDGE @ 262K 850/900/1800/1900, UMTS HSPA 2100, CDMA EV-DO 800/1900, GSM/GPRS/EDGE 850/900/1800/1900, UMTS HSPA 2100

Torch 9800, 9810, 9850, 3/19/129860,

UMTS 2100/1900/850/800 and GSM/GPRS/EDGE 850/900/1800/1900 360X480 pixels

USP of Blackberry
Most of the models launched with qwerty keypad Targets the Business professionals It aims at providing the best professional experience It provides the maximum data security as most of the data flow in highly encrypted form(with its own server) 3/19/12 It has its own network for data

Swot analysis of Blackberry

Strength

Blackberry brand and reputation Blackberry Enterprise Server (BES) Innovative and strong foundation of technological assets Dominance in the business Sector RIM has its own wireless transmission network/equipment
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Swot analysis of Blackberry

Weakness

Limited Product breadth Market Target is limited Network is not as strong as competitors
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Swot analysis of Blackberry

Opportunities

Develop new target market (eg. Younger generation) Globalization the target markets Develop new products to deepen the market penetration Possibility to establish RIMs own Mobile wireless network (like AT&T)
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Swot analysis of Blackberry

Threat

RIMs encrypted email system may be banned in certain countries Apple offering business-look cell phones can result in significant reduced sales of Blackberry Competitors developing similar application/interface that takes away RIMs software advantages. Competitors reverse engineering RIMs innovative products. 3/19/12

Target Market BLACKBERRY

Business people
Email

Microsoft office Higher business persons price .

Students

Web browsing and Facebook application Blackberry messenger More functionalities of a regular phone than originally App world can download games

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Currently available with almost any phone carrier

Becoming more consumer based than just consumer based with style and function

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Conclusion

The battle between these two companies is growing Till now the rivalry was only in the smart phone segment . Now both are entering the tablet pc market and apple has a head start in this segment with the IPAD.

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Thank you for listening

Any Questions?

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