Malika

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Strategy report
TO: Proximity mobile team FROM: Gaganpreet Singh DATE: June 7, 2009 SUBJECT: Apple iPhone strategy analysis

Here is my iPhone strategy report. Even though Apple iPhone has captured the smart phone market, some analysts believe that the new smart phones and PDA phones such as Google Android, and Nokia's forthcoming phones could be a threat. Apple needs to provide new technology and updates to keep Gen – Y interested in their smart phone.


 * Profile**

Apple was established on April 1, 1976 by Steve Jobs, Steve Wozniak, and Ronald Wayne in Cupertino, CA. The company was incorporated on January 3, 1977 and provided services for computer hardware, software, consumer electronics, and digital distributions. The iPhone introduced on January 2007 is one of the most popular and valuable Apple products. Apple’s revenue comes from two major sources: Apple generated $32.48 billion in revenue with a net income of $4.83 billion for the fiscal year of 2008. The profit margin for that year was 14.88%.
 * //Consumers// who purchase the software and hardware manufactured by apple.
 * //The Service Carriers// who provide service to iphone worldwide.

As a percent increase in sale, the stocks of the smart phones have risen from 5.3% to 10.8% in the first quarter of 2009. (Wikipedia)


 * Competitive landscape**

The primary force driving competition in the mobile marketplace is the rivalry between iPhone and Blackberry. Although iPhone has caught the imagination of consumers, Blackberry does have one significant advantage. It is widely accepted by corporate IT people (enterprise applications). Indeed, IT people will not let Apple iPhone behind a corporate firewall because they believe it is full of security risks. Apple and they think the iPhone is full of security risks if they let it access things behind a corporate firewall. They like and trust RIM and are used to giving its products access to their secure corporate servers (DeWitt). The iPhone also faces some competition from the new Google Android operating system, and Nokia’s forthcoming smartphones that will support lifecasting and MS office (Chang).


 * iPhone’s strategy**

The Apple’s strategy has three components: · New model: Apple is coming up with new model like the 3GS for $199 and 3G for $99. (Alex) · Future: Wireless access to calendar and address book which helps in reducing paperwork.(Alex) · Business enterprise: Creating new business applications to get into IT world. (Alex)

I believe that in order for it to appeal to Gen – Y, Apple must:
 * Gen – Y implications**

· Be very quick in launching new applications, features, and outlook (model) of the phone. (1) · It will have to work on the software issues that are interrupting user interactions. (1) · It will have to keep coming up with new applications to keep user interested. As there are several new phones getting launched with latest technologies, what would compel Gen – Y to stick with iPhone? It just might be the right time for Apple to be in partnership with Microsoft for the addition of other software’s to make the phone more appealing to all the consumers

Reference 1. (2007, July 07). The apple revenue share model? Retrieved September 30, 2009 from [] 2. Alex, iPhone marketing plan.(2007, May 5). Retrieved September 30, 2009 from [] 3. Chang Melissa, Blackberry grabs market share as the iPhone slumps. (2009, December 12). Retrieved September 30, 2009 from [] 4. DeWitt Philip, Blackberry Storm vs. Apple iPhone: 8 reasons pro and con. (2008, November 15). Retrieved September 30, 2009 from [] 5. DeWitt Philip, The iPhone’s new business model. (2008, June 10). Retrieved September 30, 2009 from [] 6. Wikpedia. (2009, September 29). Apple Inc. Retrieved September 30, 2009 from []

Blog proposal
TO: Proximity mobile team. FROM: Malika Singh SUBJECT: Blog post proposal DATE: October 26, 2009

I propose that we do our blog post on whether Apple's attempt tp take away the market share from RIM by entering the corporate market. This post can help our clients understand the coming fight over enterprise smartphone service.


 * Rationale**

Apple iPhone has captured the smart phone market but business still resists. iPhone, however has started creating a foundation in the corporate world in two ways: 1) consumers who bought the iPhone have been permitted to use it at work; and 2) companies have started connecting iPhone to back – office emails and applications. There are few companies who still are unaware of the new security and business applications for iPhone.


 * Sources**

I recommend that we work around CORRECT: IPhone Encroaching On BlackBerry's Enterprise Turf run by The Wall Street Journal. We can then embed two slideshows from a site in our blog post:

[] []

Report proposal
TO: Proximity mobile team FROM: Malika Singh DATE: November 24, 2009 SUBJECT: Proposal for report on iPhone Apple iPhone dominated the market since its launch but Blackberry RIM is the more secure environment for corporate world. I propose to write a report on whether Gen – Y business students should choose Blackberry over iPhone for functional reasons. Apple iPhone has been very popular among the Gen – Y due to its wide range of applications and touch screen. With all these positive attributes iPhone still has problems that need to be fixed or kept in mind for the prospective corporate employees. · The security is very poor and anyone can hack into iPhone within two minutes – President Obama uses Blackberry. · The e-mail capabilities of Blackberry are more reliable and IT friendly. · The Microsoft Office is available and editable in Blackberry. · Blackberry is more physically strong than iPhone. The main problem that Apple iPhone faces is security. There are several ways of attaining the information by the hacker despite Apple providing all the necessary applications and softwares. But Blackberry RIM was designed for the enterprise workers and it is very difficult for iPhone to replace Blackberry and gain all the trust and attention from the IT people. Prospective Gen – Y who wish to work in corporation need this report to help them decide whether they should forgo an iPhone now for the more practical Blackberry. The proposed report, “Is Blackberry overpowering Apple iPhone in the business world?” will cover the following topics: · Corporate usage and security analysis of Blackberry vs. iPhone · Physical attributes of Blacberry vs. iPhone · Apllications provided by Blackberry vs. iPhone · The final decision The report will also include attachments that show the market share and comparison between both the phones. The following items are key sources for the report. Chen, Brian. Apple iPhone’s security gets better, but still not Blackberry strong (2009, June 9). Retrieved November 22, 2009 from [] Chen reports on how Apple is trying to get better at security but still aren’t Blackberry strong. Jonathan Zdziarski wrote a book about iPhone forensics and has clearly stated its weak points and its bad security. Chen reported Zdziarski words saying that remote wipe out is only useful if the phone is on network or else the person would remove the SIM and steal the data. But in his report he also stated “Any kind of encryption is an improvement … and Apple is heading in the right direction. But BlackBerry still has the upper hand in their technology”. Ciccone, David. iPhone 3G Security Flaw (2008. August 28). Retrieved November 22, 2009 from []
 * Need**
 * Topics**
 * Sources**

Ciccone reported the biggest security flaw in iPhone 3G. He stated that one shouldn’t add emergency numbers to their favorites because it will make it easy for anyone to get into the stolen iPhone. A greater detail has been given on another webpage by Jesus Diaz at [] Genius, Boy. BlackBerry Bold vs. iPhone 3G: yeah, we definitely went there (2008, July 16). Retrieved November 22, 2009 from [] Genius analyzes the differences between Apple iPhone and Blackberry RIM. The entire document compared and analyzed the pros and cons between the two phones. There was a point where he clearly states that due to security reasons people in the corporate world prefer to use RIM over iPhone. Scalisi, Michael. Everybody Panic! The iPhone Has a Vulnerability! (2009, July 30). Retrieved November 22, 2009 from []

Michael points at the major security flaws of all the technology we have been using and is using this article to mock at all those who are panicking due to some security flaws of iPhone. There are people who have commented on her article explaining her the disservice she was doing to her user as there are several ways to just sit at home and control the iPhone by moving your fingers on the keyboard. There are people who also suggested ways for At&t to limit this type of hacking and make a safer environment for iPhone usage.

Team conference presentation proposal
//Possibilities for conference: 1. iPhone coming up with business plan. 2. iPhone might switch to Verizon.//

Sales letter and report prospectus
December 09, 2009 Mr. Fernandez Marine Corporation 7000 New York Street, New York 30101 Dear Mr. Fernandez I enjoyed talking with you yesterday at Proximity’s Next Generation Media seminar regarding Blackberry’s promotion to the prospective Gen – Y who wishes to work at corporate. Enclosed you will find a prospectus for the report I mentioned describing the differences between Apple iPhone and Blackberry and reliability of Blackberry. As you noted yesterday, Marine Corporation needs to provide new employees with more reliable and secure phones in order to keep the company information safe. I believe Proximity can work with you to devise a comprehensive campaign that uses various kinds of phone devices to achieve that goal. We can provide you with customized survey and focus group results to help make the working environment safe and secure. Our faculty consultant can advice your employees which phone device would be more safe, secure, cheap, and physically strong, and our production team can make multi – platform ads that appeal to Gen – Y. In addition, we have trained student IT people who can give advice to the employees. Our research shows that using student IT representatives make it more effective to convey the message to prospective employees. I invite you and your staff to join us at Proximity’s Towson office for a special focus group session on the pros and cons of various kinds of phone devices. After that session, you can meet with members of our group to discuss how Proximity can help you meet your decision goals.

Sincerely, Gaganpreet Singh Associate Media Analyst Enclosure