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Strategy report
TO: Proximity team mobile FROM: Josh Marshall DATE: Sept. 28, 2009 SUBJECT: iPhone strategy analysis

Here is my iPhone strategy analysis. Since its release the iPhone has controlled a major portion of the smartphone market. Getting Gen Y users to continue to switch to and stay with the iPhone depends on Apple’s ability to keep wowing users while maintaining quality.

Apple has been a successful company under the direction of Steve Jobs (CEO) since 1976. Located in Cupertino, CA, Apple is a leading producer and distributor of personal technology such as MacBooks, iPods, and iPhones. The iPhone has set the standard for smartphones with virtually unlimited media capabilities. Released by Apple on June 29, 2007 it was named “Invention of the Year” by //Time// magazine (Wikipedia 2009). Apple sold 4 million iPhones during its first 200 days on sale (Cheng, 2008). They grabbed 20% of smartphone sales in less than a year. The iPhone is the second highest source of Apple’s revenue accounting for 21% of Apple’s product revenue last quarter at about $1.6 Billion. Apple spreads revenue from iPhone sales over the life of a 2-year contract. If you use non-GAAP numbers, revenue from the iPhone last quarter was considerably higher: $2.9 billion (Elmer-Dewitt, 2009).
 * Profile **

The smartphone market is driven by head to head competition between two giants: iPhone and Blackberry. Jobs said, “ The iPhone is a revolutionary and magical product that is literally five years ahead of any other mobile phone.” All other competitors are trying to catch up. Even the RIM’s Blackberry is not yet as capable as the iPhone, however it is close.
 * Competitive landscape **

The iPhone is actually three things in one: “ a revolutionary mobile phone, a widescreen iPod® with touch controls, and a breakthrough Internet communications device with desktop-class email, web browsing, searching and maps” (Apple 2007). The iPhone sets the standard for the smartphone market. Everyone else, including Blackberry, must meet those standards to challenge the iPhone.

Apple is on top of their industry and therefore must keep driving forward with new strategies to keep them there. These strategies include:
 * The iPhone strategy **

· Constantly introducing new versions and new models of products—i.e. iPod Touch, 3G iPhone

· Low prices on these new versions and models—The iPhone 3G is now an astounding $99.

·  Making it more attractive for developers to make apps for Apple—“ Apple now has the largest mobile App Store on the market with over 75,000 applications. What this means for consumers is that it's more likely that the newest and hottest applications are available on the iPhone before other devices” (Reardon, 2009). Gen Y loves the iPhone because it is a multimedia device that makes phone calls. Why wouldn’t they choose it? The downside is that iPhone performance is tied to poor AT&T network performance. Gen Y’s response to this will determine if the iPhone will remain on top.
 * Gen-Y implications **

= References = Cheng, J. (2008, January 23). //ars tecnica.// Retrieved September 20, 2009, from http://arstechnica.com/apple/news/2008/01/the-truth-about-the-iphones-sales-numbers.ars

Elmer-Dewitt, P. (2009, August 5). //Fortune Brainstorm Tech//. Retrieved September 20, 2009, from CNN Money: http://brainstormtech.blogs.fortune.cnn.com/2009/08/05/goodbye-ipod-hello-iphone/

Kerris, N., & Dowling, S. (2007, January 9). //Apple//. Retrieved September 20, 2009, from Press Release: http://www.apple.com/pr/library/2007/01/09iphone.html

Reardon, M. (2009, September 10). Retrieved September 20, 2009, from cnet news: http://news.cnet.com/8301-30686_3-10348863-266.html?tag=mncol;mlt_related

Wikipedia. (2009, September 20). Retrieved September 20, 2009, from http://en.wikipedia.org/wiki/Iphone

Blog proposal
TO: Proximity mobile team FROM: Josh Marshall SUBJECT: Blog post proposal DATE: Oct. 26

I propose that we do our Proximity blog post on the rumors of the iPhone switching to Verizon because of the low quality of the AT&T network. We can use the blog post to poll iPhone users about their own experience with AT&T.

AT&T and Verizon are locked in a battle between the iPhone and the Blackberry. The iPhone is the only thing allowing Apple to contend. If the iPhone were to switch to Verizon, the competitive landscape would completely shift, giving Verizon a virtual monopoly.
 * Rationale **

Here are two blog posts that review this debate and discuss these rumors:
 * Sources **

[] []

Report proposal
TO: Proximity mobile team FROM: Josh Marshall DATE: Nov. 25, 2009 SUBJECT: Final Report Proposal

Wi-Fi networks have swept the world. The capabilities of wireless networks are exceeded only by how unaware its users are to potential threats. I propose to write a report on the dangers of using wireless networks and how users can protect themselves.


 * Need**

Wireless networks have revolutionized internet capabilities for Gen Y users. With these capabilities comes a great risk. Gen Y users are unaware of three areas where they expose themselves to financial and private information loss:

· While sitting at the local coffee shop · Personal Wi-Fi in user’s home is hacked into from the street outside their house · Via mobile device walking down the street

People who continue to use unsecured wireless networks are in danger of being exploited or worse by hackers. If they do not take steps to secure their access points they can suffer heavy losses.

Gen Y users must realize the dangers they risk when they use unsecured wireless networks. They need this report to inform them of these dangers and how to protect themselves.


 * Topics**

The proposed report, “Unsecured Wi-Fi: Risk and Prevention,” will cover the following topics:

· What is Wi-Fi? · Risk Assessment- Broad spectrum risk for unsecured networks (home Wi-Fi, major info loss) · Risk Assessment- Local Area Network dangers (mobile specific) · Preventative measures for Gen Y users

The report will also include attachments which demonstrate security scenarios and illustrations.

Cox, John. (2009). “Smartphones on Wi-Fi vulnerable to security attack.” Network World. Retrieved Nov. 20, 2009 from http://www.networkworld.com/news/2009/111709-smartphones-wifi security.html
 * Sources **

Cox elaborates on a specific risk of mobile users on Wi-Fi hotspots. He notes a possible scenario in which an attacker would be screening your access and activity and essentially controlling it. He also shows the tools that the attacker could use to accomplish this.

Granneman, Scott. (2006). “Coffee Shop WiFi for dummies.” Security Focus. Retrieved Nov. 18, 2009 from http://www.securityfocus.com/columnists/385.

Granneman demonstrates risks associated with a local coffee shop connection and preventative measures for reducing risk. He addresses the following issues and how to safely use them: WEP/WPA, Web Browsers, how to access email safely, and safe instant messaging techniques.

Mitchell, Bradley. (2009). “10 Tips for Wireless Home Network Security”. About.com. Retrieved Nov. 18, 2009 from http://compnetworking.about.com/od/wirelesssecurity/tp/wifisecurity.htm.

Mitchell analyzes different approaches to securing a home Wi-Fi network. He suggests ten steps: 1.) Change default admin passwords 2.)Turn on WPA/WEP Encryption 3.)Change the default SSID 4.) Enable MAC address filtering 5.)Disable SSID Broadcast 6.)Do not auto connect to open networks 7.)Assign static IP addresses to devices 8.)Enable firewalls on each computer and the router 9) Position the router or access point safely 10.)Turn off network during extended periods of non-use

Reedy, Sarah. (2009). “How secure is your smartphone?” Telephony Online. Retrieved Nov. 18, 2009 from http://telephonyonline.com/mobile-apps/commentary/secure-smartphone-1113/.

Reedy provides insight that is relative to more Gen Y users. She describes how smartphones are becoming more of a danger. “The more you can do with your mobile phone, the more susceptible it is to hackers.” Users don’t have the same mentality to protect their phone as they do for their PC. Also, when a consumer breaks the phone away from the network, it loses its first line of defense. Smartphone hacking is an increasing risk.

Zibreg, Christian. (2009). “Security exploit renders major smartphones vulnerable to Wi-Fi eavesdropping.” geek.com. Retrieved Nov. 20, 2009 from http://www.geek.com/articles/ mobile/security-exploit-renders-major-smartphones-vulnerable-to-wifi-eavesdropping-2009111 8/. Zibreg shines more light on the dangers of smartphones being used on unsecure, unencrypted Wi-Fi networks. He states that "nearly two thirds of owners of WiFi-enabled smartphones use the technology on a regular basis." He went on to say that over two thirds (77 percent) of respondents in a recent survey want WiFi in their next smartphone. "A computer can passively listen on a wireless network and use the information to perform a man-in-the-middle (MITM) attack to gain access to personal or financial information."  Whiteman, Hillary. (2009). “Security experts warn of dangers of rogue Wi-Fi hotspots.” CNN.com/ technology. Retrieved Nov. 20, 2009 from http://www.cnn.com/2009/TECH/science/08/11/wifi security.hackers/index.html?iref=newssearch.

“‘Experts warn that hackers may be masquerading as free public Wi-Fi providers to gain access to the laptops of unsuspecting travelers. All it takes, they say, is a computer program downloaded from the Internet, an open access point and a user who has ignored basic security advice. “The difficulty for travelers is differentiating between a good Internet access hotspot and a rogue, or somebody trying to actually glean credentials from you. The issue is that you don’t necessarily know the difference between a good and a bad one,’ computer security expert Sean Remnant told CNN.”

Team conference presentation proposal
Android taking over society Personal advantages of Android Corporate advantages of Android
 * Possible Points:**

Sales letter and report prospectus
 December 9, 2009

Mr. Jack Decker, Director of Marketing Dynamic Technologies Inc. 7587 Osler Dr Towson, MD 21286

Dear Jack:

It was a pleasure speaking with you yesterday at Proximity’s Next Generation Media seminar regarding Dynamic Technologies’ need to promote its products to Gen Y consumers. Enclosed you will find a prospectus for the report I mentioned describing the need for Gen Y users to realize the security issues hackers cause on unsecure networks.

As you noted yesterday, Dynamic Technologies feels that it must establish a specific identity with Gen Y now in order to sell its products. I believe Proximity can work with you to devise a comprehensive campaign that uses mobile device/network credibility advertising to achieve that goal.

We can provide you with customized survey and focus group results to help shape Dynamic Technologies’ image as a progressive, green company. Our faculty consultants can advise your sales force on how to position new products, and our production teams can make multi-platform ads that appeal to Gen Y. In addition, we have trained student marketers who can promote Dynamic Technologies on social networks such as Facebook. Our research shows that using student representatives to friend social networkers is a far more effective strategy for reaching Gen Y than buying conventional banner ads.

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

Sincerely, Joshua Marshall Associate Media Analyst

enclosure 




 * Risk Prevention **

Realizing the potential dangers of using wireless networks is not enough. Preventative measures must be taken to ensure a safe connection in each of the three following risk environments.

__In the local coffee shop__

 · //Encryption technology (WEP/WPA).// Encryption use is important in protecting user information because it displays the information in “jibberish” so the human eye cannot read.

 · //Use secure Web browser.// Internet Explorer has many holes which hackers can use to get in. Use a more secure browser such as Firefox which has an excellent security report.

 · //Avoid web sites with personal data entry (credit cart, account information, etc.)//  When a hacker is watching, any information the user enters will be visible. This includes bank accounts, credit card numbers, social security, and personal e-mail

· //Send e-mail using a secure browser or program that uses an SSL.// The SSL is a blanket which encrypts segments of network connections providing security for communications.

Gen Y users can easily diminish risk. Security Focus Techie, Scott Granneman provides an ample list of steps to do this. The first step is an encryption technology. If the network does not ask for a password to access then there is no encryption and it is wide open to anyone. Secondly, do not use Internet Explorer to browse the internet. It has many holes which hackers can use to get in. Use a more secure browser such as Firefox which has an excellent security report. Third, do not use web sites that require credit card, account information, or other sensitive material. Fourth. If sending e-mail from a program, check to see if it offers security such as POP3 or IMAP. “If your email provider doesn't offer secure POP3 or IMAP, well ... that's pretty close to unacceptable nowadays. I'd seriously consider moving to someone else. Or only use a web mail service like Gmail that does work with SSL when you're at the coffee shop.” __ In the home __

Residential security risk and “wardriving” can also be reduced by taking different actions. Bradley Mitchell, Wireless/Networking Analyst, created a comprehensive list for this risk reduction.

· Change Default Administrator Passwords (and Usernames) · Turn on (Compatible) WPA/WEP Encryption · Change the Default SSID · Enable MAC Address Filtering · Disable SSID Broadcast · Do Not Auto-Connect to Open Wi-Fi Networks · Assign Static IP Addresses to Devices <span style="font-family: Symbol; font-size: 12pt; line-height: 115%; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol; msobidifontfamily: Symbol; msofareastfontfamily: Symbol; msolist: Ignore;">· Enable Firewalls On Each Computer and the Router <span style="font-family: Symbol; font-size: 12pt; line-height: 115%; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol; msobidifontfamily: Symbol; msofareastfontfamily: Symbol; msolist: Ignore;">· Position Router or Access Point Safely <span style="font-family: Symbol; font-size: 12pt; line-height: 115%; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol; msobidifontfamily: Symbol; msofareastfontfamily: Symbol; msolist: Ignore;">· Turn of the Networks During Extended Periods of Non-Use

__Via mobile device walking down the street__

As smartphone hacking is on the rise, so should be smartphone security. “ In a word, beware. Be as careful in how you use your smartphone as you are when you use your PC” (Martinez, 2009). Since smartphones have all the risks of a PC, they require the same security measures as a PC.

<span style="font-family: Symbol; font-size: 12pt; line-height: 115%; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol; msobidifontfamily: Symbol; msofareastfontfamily: Symbol; msolist: Ignore;">· <span style="font-family: Calibri; font-size: 12pt; line-height: 115%; mso-bidi-font-family: Arial; msobidifontfamily: Arial;">Do not connect to “Free Public Wi-Fi” or any other unknown network Any network open to you is open to any hacker.

<span style="font-family: Symbol; font-size: 12pt; line-height: 115%; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol; msobidifontfamily: Symbol; msofareastfontfamily: Symbol; msolist: Ignore;">· <span style="font-family: Calibri; font-size: 12pt; line-height: 115%; mso-bidi-font-family: Arial; msobidifontfamily: Arial;">Use encryption technology (WEP/WPA)

<span style="font-family: Symbol; font-size: 12pt; line-height: 115%; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol; msobidifontfamily: Symbol; msofareastfontfamily: Symbol; msolist: Ignore;">· <span style="font-family: Calibri; font-size: 12pt; line-height: 115%; mso-bidi-font-family: Arial; msobidifontfamily: Arial;">Avoid carrying out private information transactions When a hacker is watching, any information the user enters will be visible. This includes bank accounts, credit card numbers, social security, and personal e-mail.

<span style="font-family: Symbol; font-size: 12pt; line-height: 115%; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol; msobidifontfamily: Symbol; msofareastfontfamily: Symbol; msolist: Ignore;">· <span style="font-family: Calibri; font-size: 12pt; line-height: 115%; mso-bidi-font-family: Arial; msobidifontfamily: Arial;">Change passwords frequently on Login sites Any sites that the user logs, username and password will be compromised.

<span style="font-family: Symbol; font-size: 12pt; line-height: 115%; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol; msobidifontfamily: Symbol; msofareastfontfamily: Symbol; msolist: Ignore;">· <span style="font-family: Calibri; font-size: 12pt; line-height: 115%; mso-bidi-font-family: Arial; msobidifontfamily: Arial;">Purchase smartphone security software Just as you should always secure your PC with up-to-date Internet security software, you should protect your smartphone with smartphone security software. New security software is being developed to counter the rise in smartphone hacking. (see Attachment 1).

Do not connect to a network titled “free public Wi-Fi” because it is open to any hacker. Encryption use is important in protecting your information because it displays the information in “jibberish” so the human eye cannot read. Refrain from carrying out credit card, bank account, social security, or other personal, private transactions. Change passwords frequently. You can also **<span style="font-family: 'Calibri','sans-serif'; font-weight: normal; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold; mso-hansi-theme-font: minor-latin;">purchase protection ****<span style="font-family: 'Calibri','sans-serif'; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Arial; mso-hansi-theme-font: minor-latin;">. **Just as you should always secure your PC with up-to-date Internet security software, you should protect your smartphone with smartphone security software. New security software is being developed to counter the rise in smartphone hacking. (see Attachment 1).