Google Nexus One Upfront Analysis Ankan Jain James Wade Peter
You Satya Dash
Slide 2
Slide 2 Competitive analysis Past years analysis of marketing
elements Marketing research Perceptual maps Industry analysis
Lessons Learned SWOT analysis 1 1 2 2 3 3 4 4 5 5 6 6 7 7 Brand
positioning Statement 8 8
Slide 3
Communication industry Slide 3 Communication Wired Television
Internet Phone Wireless PagingCellular Wireless phoneSkype wireless
Tablet PCs/eReader iPad Kindle Advanced PCS Home School Hotel
What is a smartphone? Slide 5 Two categories of mobile phones
Feature Phones Basic phones with one or two advanced features like
a camera or a basic web browser Very inexpensive Primary uses are
calling and texting Smartphones Advanced phones with multiple
features including full web browsers, e-mail, music players, maps
and 3 rd party apps Prices from $100 to $500 Consumers use multiple
functions beyond calling and texting
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Market Structure - General Slide 6 OS Developers Handset Makers
Carriers Retailers Consumers 3 rd Party App Developers 3 rd Party
Accessory Makers One firm may be all 3 or any combination Apple,
RIM, Google, MS, Palm, Nokia Apple, RIM, HTC, Samsung, LG, Palm,
Nokia, Motorola Verizon, AT&T, T-Mobile, Sprint Carrier Stores,
Web sites, Best Buy, Wal-Mart
Slide 7
Slide 7 The players
Slide 8
Operating System Players Slide 8
Slide 9
Smart phone handset makers Slide 9 Source: Razorfish, "FEED:
Digital Brand Experience Study," November 10, 2009
Slide 10
Carriers Slide 10
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Market Structure iPhone, Blackberry, Droid Slide 11
iPhoneBlackberryDroidNexus One OS DeveloperAppleRIMGoogle Handset
MakerAppleRIMMotorolaHTC Carrier(s)AT&TVerizon, AT&T,
Sprint, T- Mobile VerizonT-Mobile RetailersApple, AT&T, Best
Buy DozensVerizon, Motorola Google
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Slide 12 Industry Growth
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Major market segmentation Slide 13
Slide 14
Feature Phone Sales Maturing Slide 14 91% of US population has
a cellphone Growth rate dropped to single digits in 2007 and is not
expected to rise again
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Smartphone Sales Exploding Slide 15
Slide 16
Smartphone Industry Trends Slide 16 Switch from feature phones
to smartphones Skyrocketing popularity of 3 rd party apps Shift
from business to personal and mixed use Fierce competition at all
levels of industry
Slide 17
Trend Switch from Feature Phones to Smartphones Slide 17 Since
launch of iPhone in 2007, consumers are increasingly moving from
feature phones to smartphones Shipments of smartphones are
projected to exceed feature phones in 2012
Slide 18
3 rd Party Apps Take Over Slide 18 Since launch of iTunes App
Store, 3 rd party applications have skyrocketed in popularity
Creates additional revenue stream for app developers and OS
developers VoIP apps threaten to disrupt market structure by
competing with carriers
Slide 19
Top Five Mobile Content and Services Slide 19
Slide 20
Slide 20 Industry Trends
Slide 21
Trend Shift from Business to Personal Use Slide 21 Smartphones
were originally used mostly for business applications such as
constant e-mail access Since launch of iPhone and iTunes App Store,
biggest growth has been in phones for personal use Many consumers
use smartphones for both business and personal use
Slide 22
Trend Ferocious Competition and Innovation Slide 22 Just since
February 2010, handset and OS makers have announced the following
new products: Palm Pre Plus and Pixi Plus Can create mini-hotspots
to connect other WiFi devices to 3G Microsoft Windows Phone 7
Series Completely redeveloped OS from Microsoft HTC Evo 4G 4.3
screen WiMax 4G service 8 MP camera
Slide 23
Implications of Industry Trends Slide 23 Rapid growth from new
customers, not just churn of existing customers Network effects
will drive app availability. Power of carriers decreases as
consumers pay less attention to calling. Consumers call the shots,
not corporate IT departments. Feature advantages are not
sustainable, even in the short term (