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Strategy report
TO: Proximity Mobile Team Members FROM: Chrissy Zwainz DATE: October 4, 2009 SUBJECT: iPhone Strategy Analysis

This strategy report highlights the Apple iPhone and it’s Application Store. Google had created an application for free text messages and cheap calling rates that could have been very successful but Apple/AT&T took it off the market almost as soon as it got on. Gen-Y implications include wondering whether or not iPhone users would be more inclined to purchase/download apps created by Google.

Steve Jobs created Apple Computers, Inc. during the late 1970’s in Cupertino, CA. What started as a graphical user interface rival to the PC, turned into one of the most successful technology based companies. With stores all over the world, Apple (the “Computers Inc.” was dropped in 2007) continues to be a top company in mp3 players, cell phones and computers (Wikipedia 2009).
 * Profile**

Apple gains it’s revenue through the sale of Applications (“Apps”) and music in the iTunes store, as well as through all of it’s product offerings. Apps are a big part of the iPhone, which is a smart phone of it’s own kind. It has a touch screen and the ability to do amazing things from just a cell phone. AT&T is currently the wireless company that carries the iPhone in the US. A few years ago Cingular was bought out by AT&T and the iPhone is really all they have keeping them afloat.

Apple has a way of making everything “our way or the highway,” in that, if Apple doesn’t think you should change something, then they’ll make it damn near difficult to change it. While it can be a pain to fight through Apple’s programming on the iPhone, there are more capabilities than any of the developers thought possible. The use of Applications has made it so iPhone users can download cheap or free programs straight to the phone and customize their phone in ways they never though possible. Reacting to the overwhelming response from the app store, Google created a cell phone called the "Android" which has an open source Operating System. What that means is because of the programming, users can personalize their phone as much as they want but it will still look the same.
 * Competitive Landscape**

Right now, all AT&T has keeping them in the business is the iPhone. There have been talks to have the iPhone be more open ended and not tied to just wireless carrier. There have also been talks to have Apple drop AT&T and move to Verizon. This would then create Verizon as a dominant force in the smart phone/cell phone industry because a large percentage of iPhone users only have AT&T as their carrier to get the iPhone.

Apple has a clause in its privacy policy that allows them to delete applications as they see fit, including if the app interferes with the wireless carrier. Text messages are almost pure revenue for AT&T and Google were to create an app that allowed free texting, users wouldn’t think a hot minute to continue paying per message with a texting plan.
 * Apple’s Strategy**

But Apple/AT&T have a flaw in their plan. By deleting an app that would allow users to make cheap international calls, they would also have to block Skype and apps similar that already let you do so (Pogue 2009). The fact that it was made by Google, an already established company in the realm of programming made Apple jump on their program and make it unaccesible to users. Not only did they delete Google Voice, they also deleted two similar programs which were already established in the App store.

While it’s not entirely clear why Apple blocked these programs, besides the fact that one of them was created by Google, it’s also sheds a light on iPhone users. If Google were to write programs exactly the same as other programmers just with the title of “Google” on it, would Gen-Y be more inclined to use these apps?
 * Gen-Y Implications**

Pogue (2009, September 30). Is Google Voice a Threat to AT&T?. Retrieved from [] Wikipedia. (2009, September 24). Apple. Retrieved from []
 * References**

Blog proposal
TO: Proximity Mobile Team Members FROM: Chrissy Zwainz DATE: October 28, 2009 SUBJECT: Blog Proposal

I suggest that we do our Proximity blog post on the competition between Google Android, iPhone, and Nokia Symbian operating systems to see which has the most potential to take control of the market share. This post can aid users in deciding which phones to buy based on the advances of each operating system.

With the newest smart phone coming in the market with an entirely new type of operating system, the Google Android is taking open source software into the industry. Google Android, iPhone, and Nokia Symbian developments can be evaluated like this: 1) each company will recieve benefits from their carrier-unique operating systems and 2) the applications each company provides to allow consumers to customize their phone. Consumers will be informed of the strengths and weaknesses of each operating system to ensure making the right decision about purchasing a new phone.
 * Rationale**


 * Sources**

I propose that we talk about the benefits and concerns of each of the three operating systems. We can embed a videop or slideshow pertaining that predicts which of the three operating systems can potentiality dominate the future market.


 * References**

http://www.mobileshop.com/blog/editorial-opinions/mobile-phones-of-the-future-google-android-vs-iphone-vs-symbian-foundation/

Report proposal
TO: Proximity Mobile Team FROM: Chrissy Zwainz DATE: November 23, 2009 SUBJECT: Proposal for report on Google Android

The Google Android is coming in to the smart phone industry as the first of its kind. I propose to write a report on how the Google Android is placing itself to make its Operating System an essential component in this market.


 * Need**

Cell phones capable of only making and receiving calls are rapidly being replaced by have smart phones, which are hand held computers.

- Google is about the release the first open source Operation System on the newest smart phone, the Google Android.

- The Apple iPhone has been a staple in the smart phone industry since it was released over 2 years ago.

- The Blackberry and Palm Trio were the first smart phones to hit the sales floor.

The Apple iPhone is going to have to keep its head above water with the release of the Google Android. With Google Androids open source Operating System, companies can create business specific applications to be used with this smart phone. Being the first of it’s kind, there is no telling whether this idea will fly or flop.

Clients of Proximity who wish to target Gen-Y consumers need this report to understand the role this smart phone will play in allowing them to deliver


 * Topics**

The Apple iPhone is not going anywhere, because since it’s release in 2007, it has remained the leader in the smart phone industry. With the creation of the Applications store, users could purchase applications to perform certain functions that they needed.

Google Android is trying to take reign of the industry with the creation of an open source OS. With the Apple iPhone, users can purchase apps and with the Android, users can create their own to better customize their phone. · Advantages of the Android OS  ·  Phone design · Applications · Prices and features each model

Sources

Android: Meet Android 2.0 (2009). Retrieved December 2, 2009, from Android: [] This is Android direct website. This website provides information about the Android, their company information, partnerships, investors, site indexes, careers, locations, private policy, press, blog, corporate responsibility, and environment. This website was used to further research the Android which include: its design, applications, price, and benefits.

Team conference presentation proposal
//paste team conference presentation here//

Sales letter and report prospectus
December 15, 2009

Ms. Diane Stanislaw, Director of Marketing Verizon Wireless 923 Cockeysville, MD 21030

Dear Diane:

I enjoyed speaking with you yesterday at Proximity's Next Generation Media seminar regarding Verizon's promotion of the Google Android to Gen Y consumers. Enclosed you will find a prospectus for the report I mentioned describing the phone and the ways and means in which we will help Verizon's share of the mobile market increase.

When we spoke yesterday, you felt that Verizon Wireless needed to establish a brand identity with Gen Y so it would be easier to sell the phones to young users. This brand will help the young people of today who have a stressful and on-the-go lifestyle both in business and leisure. I believe Proximity has the resources and can work with you to create a campaign that uses mass media to promote this brand.

Proximity can provide you with focused surveys and the results drilled down to help Verizon to keep this positive image. Our marketing faculty consultants can advise your sales force on how to place new products in the market and how to create ads that appeal Gen Y on several levels. Also, our marketing students can help promote Android on social networking sites such as Facebook and Twitter. We have found through research that using students to "friend", "fan" or "follow" networks and products is a more effective strategy in reaching Gen Y users than using the conventional banner ads that show up on the side of the screen.

I would like to invite you and your staff to join us at Proximity’s Towson office for a special focus group session on Verizon’s Gen Y brand image. After the session, you can meet with members of our team to discuss how Proximity can help you meet your marketing goals.

Sincerely, Chrissy Zwainz Associate Media Analyst

Enclosure
 * About Proximity**

Proximity is a Gen Y on-demand media strategy group. Its analysts know how to connect with their generation using campaigns designed for the new media landscape. Because it is associated with Towson University, Proximity has immediate access to a large student population and the expertise of faculty who specialize in marketing and media research.

Proximity offers its clients a full range of services for developing and executing customized campaigns that can reach any segment of Gen Y. It regularly conducts on-line surveys and focus group sessions to keep marketers up to date on the social trends and emerging technologies that determine how this cohort communicates and what it purchases. Visit Proximity at www.proximity.edu to sample its research and see examples of successful campaigns.