January 24, 2007 at 18:37About the Apple iPhone without Emotion (Strategy Analytics Analysis)
I offer a slightly different look at the iPhone from analysts at strategyanalytics.net.
The translation of the article is mine, and since I am not a professional translator I will ask if possible not to focus on its quality) If someone wants to read the article in the original, it can be found on the site indicated above.
So,
Apple iPhone: minimal impact on mobile devices and carriers in the near future.
Briefly
Apple intends to revolutionize the wireless device industry with its sleek iPhone, featuring features like innovative touchscreen and radical user interfaces. At the same time, there is practically no doubt that style lovers and technical lovers will be delighted with the innovative iPhone project, from the point of view of the communication provider in order to succeed as a wireless multimedia device, the device must demonstrate the ability of uninterrupted messaging and traffic of multimedia data . To do this, the iPhone must solve two key tasks, namely, the user and technical perception of data input using the touchscreen and the integration of the complex properties of short messages with a radical user interface. From the point of view of the seller of mobile phones, the initial price of the iPhone means that it will not be a serious competitor to the existing leaders of devices playing music. As soon as the iPhone costs less than $ 300, players from the Sony Ericsson Mobile Communications series will be hit.
Analysis
January 9, 2007 Apple unveiled its highly anticipated iPhone, a device Apple hopes will revolutionize the wireless device industry with its innovative touchscreen and radical user interfaces. There is no doubt that inspired by the best of the legendary iPod, style lovers and technical lovers will be delighted with the innovative iPhone design.
The study has consistently identified the segment of buyers who want to buy an iPhone because of the legendary design. However, the commercial prospect outside this narrow segment will be extremely small due to its restriction to a single cellular provider and price threshold, which is closer to a personal computer than to most mobile phones.
From a seller’s point of view, in order to succeed as a wireless multimedia device, the iPhone must demonstrate the ability to transmit messages and multimedia traffic.
To do this, the iPhone user interface will need the following:
- Providing a simple, intuitive and logical structure in all applications
- Meet the expectations of physical input performance capabilities?
- Impeccable performance of network services.
The simplicity of the iPhone screen is an advantage, but not as revolutionary as Apple presents.
Apple undoubtedly has unprecedented skill in building a user interface for devices and in integrating capabilities in ways that make them usable for mere mortals. This is what is lacking in many mobile devices playing music.
Surveys of users of leading mobile devices with music, undertaken in Boston in December 2006, showed that mobile phone users are not enthusiastic about the convenience and ease of use of current offers.
In the first images, the iPhone shows a screen that provides a single-click access to critical applications. This approach is very similar to that in Palm Treo UI, which, according to user surveys, was rated as the easiest device to use.
Appendix 1 - Comparison of Palm Treo 700p and Apple iPhone Screens
However, the usability of the iPhone lies beyond its screen.
Despite the fact that studies have found that the iPod’s interface is perceived as very intuitive, the iPhone’s user interface tasks are located deep inside the applications - especially those related to messaging and networking.
Multimedia players such as iPods (whether music or video, or both) are relatively simple devices — compared to mobile phones. Like all other mobile device developers, Apple faces the daunting task of combining a number of functions that mobile phone buyers expect, from the camera and media player to messaging for complex applications, as well as features such as a clock and event reminder applications. Traditional suppliers of such devices have been faced with this challenge over the years.
Strategy Analytics believes that the lack of a physical keyboard on the iPhone will be the biggest disadvantage for people who are not Apple fans.
If the iPhone user cannot dial and send SMS or e-mail, it’s easy to enter the website address on the Internet or take another action when browsing the network, this device is not a phone, but a media player (with Internet access, messaging, phone and all secondary functions).
Apple announced that a new technology called the Multi-touch will be introduced on the iPhone. For telecom operators, the success of Multi-touch is crucial because SMS and Web browsing services require intuitive text input
The principle of entering text into a device with a touch screen without a stylus will be a serious test for Apple. Can Apple successfully squeeze a QWERTY keyboard into the touchscreen of a device with a 3.5-inch display? If so, how will the problems associated with size, volume and separation between letters be overcome? Will there be an extraordinary approach to automatic correction, etc.? If so, will users be able to recognize and accept these benefits immediately, or will they exercise caution in the unusual properties of the device?
Moreover, the lack of tactile feedback often causes inconvenience to users when using the device’s touch screen. According to consumer reviews of the LG Chocolate device (with touch keys), this is very annoying for many users and potentially restricts the use of text services such as messaging.
Even without considering the subject of text input, our experience shows that many potential buyers will be concerned about such issues as the fragility of such a large open screen.
Service integration is a new challenge for Apple
In addition, unlike its direct relationship with the consumer in the case of the iPod, Apple relies heavily on collaborating with the Singular network to distribute, advertise and provide services for its new device.
Also, the mobile operator certainly wants to influence the functions and services that the phone supports. This is probably a problem for Apple if the company wants to maintain the integrity of its audience of loyal users who are used to a certain way of working with Apple products.
The customers' price expectations for purchasing electronics are different if users buy the device along with a service contract.
It is also known that potential buyers view the value of mobile phones differently than other consumer electronics devices.
When a customer is faced with a choice between a subsidized device, such as the $ 199 Blackjack Samsung and the iPhone, with prices starting at $ 499 for a 4 GB device, the potential market, even for the base model, is likely to be limited.
Conclusion
If there is no significant price reduction for the iPhone, then Apple will mainly compete with itself.
Traditional mobile phone manufacturers do not compete with multimedia devices in this ultra-premium section of the market. Few MP3 devices are so expensive, Apple is currently competitive only among in-house devices. IPhone will be the choice for a small group of people who intended to buy an iPod, but this group will not buy both devices and will choose only one of them.
Since the iPhone will initially be sold exclusively through Singular, it will compete mainly with Sony Ericsson with similar products for $ 100-200 cheaper than the price of the current iPhone in the EDGE / W-CDMA market. Samsung, LG and Motorola are also direct competitors to the iPhone in the United States at a price threshold of less than $ 300.
According to user surveys in the United States, device buyers in all segments are extremely dedicated to their carrier. Preferences based on ideas about the strength and reliability of the network will lead many potential iPhone buyers to postpone their acquisition in anticipation of the potential launch of CDMA.
Based on this, we believe that in the conditions of the market for subsidized communication devices and users loyal to their suppliers in the United States, forcing Apple to pay inflated prices will be a difficult task.
Kevin Nolan,
STRATEGY ANALYTICS INSIGHT
www.strategyanalytics.net
PS If possible, if you decide to vote negatively for the article, please write why, I am ready for constructive criticism. Just a minus without explanation does not lead to better content
The translation of the article is mine, and since I am not a professional translator I will ask if possible not to focus on its quality) If someone wants to read the article in the original, it can be found on the site indicated above.
So,
Apple iPhone: minimal impact on mobile devices and carriers in the near future.
Briefly
Apple intends to revolutionize the wireless device industry with its sleek iPhone, featuring features like innovative touchscreen and radical user interfaces. At the same time, there is practically no doubt that style lovers and technical lovers will be delighted with the innovative iPhone project, from the point of view of the communication provider in order to succeed as a wireless multimedia device, the device must demonstrate the ability of uninterrupted messaging and traffic of multimedia data . To do this, the iPhone must solve two key tasks, namely, the user and technical perception of data input using the touchscreen and the integration of the complex properties of short messages with a radical user interface. From the point of view of the seller of mobile phones, the initial price of the iPhone means that it will not be a serious competitor to the existing leaders of devices playing music. As soon as the iPhone costs less than $ 300, players from the Sony Ericsson Mobile Communications series will be hit.
Analysis
January 9, 2007 Apple unveiled its highly anticipated iPhone, a device Apple hopes will revolutionize the wireless device industry with its innovative touchscreen and radical user interfaces. There is no doubt that inspired by the best of the legendary iPod, style lovers and technical lovers will be delighted with the innovative iPhone design.
The study has consistently identified the segment of buyers who want to buy an iPhone because of the legendary design. However, the commercial prospect outside this narrow segment will be extremely small due to its restriction to a single cellular provider and price threshold, which is closer to a personal computer than to most mobile phones.
From a seller’s point of view, in order to succeed as a wireless multimedia device, the iPhone must demonstrate the ability to transmit messages and multimedia traffic.
To do this, the iPhone user interface will need the following:
- Providing a simple, intuitive and logical structure in all applications
- Meet the expectations of physical input performance capabilities?
- Impeccable performance of network services.
The simplicity of the iPhone screen is an advantage, but not as revolutionary as Apple presents.
Apple undoubtedly has unprecedented skill in building a user interface for devices and in integrating capabilities in ways that make them usable for mere mortals. This is what is lacking in many mobile devices playing music.
Surveys of users of leading mobile devices with music, undertaken in Boston in December 2006, showed that mobile phone users are not enthusiastic about the convenience and ease of use of current offers.
In the first images, the iPhone shows a screen that provides a single-click access to critical applications. This approach is very similar to that in Palm Treo UI, which, according to user surveys, was rated as the easiest device to use.
Appendix 1 - Comparison of Palm Treo 700p and Apple iPhone Screens
However, the usability of the iPhone lies beyond its screen.
Despite the fact that studies have found that the iPod’s interface is perceived as very intuitive, the iPhone’s user interface tasks are located deep inside the applications - especially those related to messaging and networking.
Multimedia players such as iPods (whether music or video, or both) are relatively simple devices — compared to mobile phones. Like all other mobile device developers, Apple faces the daunting task of combining a number of functions that mobile phone buyers expect, from the camera and media player to messaging for complex applications, as well as features such as a clock and event reminder applications. Traditional suppliers of such devices have been faced with this challenge over the years.
Strategy Analytics believes that the lack of a physical keyboard on the iPhone will be the biggest disadvantage for people who are not Apple fans.
If the iPhone user cannot dial and send SMS or e-mail, it’s easy to enter the website address on the Internet or take another action when browsing the network, this device is not a phone, but a media player (with Internet access, messaging, phone and all secondary functions).
Apple announced that a new technology called the Multi-touch will be introduced on the iPhone. For telecom operators, the success of Multi-touch is crucial because SMS and Web browsing services require intuitive text input
The principle of entering text into a device with a touch screen without a stylus will be a serious test for Apple. Can Apple successfully squeeze a QWERTY keyboard into the touchscreen of a device with a 3.5-inch display? If so, how will the problems associated with size, volume and separation between letters be overcome? Will there be an extraordinary approach to automatic correction, etc.? If so, will users be able to recognize and accept these benefits immediately, or will they exercise caution in the unusual properties of the device?
Moreover, the lack of tactile feedback often causes inconvenience to users when using the device’s touch screen. According to consumer reviews of the LG Chocolate device (with touch keys), this is very annoying for many users and potentially restricts the use of text services such as messaging.
Even without considering the subject of text input, our experience shows that many potential buyers will be concerned about such issues as the fragility of such a large open screen.
Service integration is a new challenge for Apple
In addition, unlike its direct relationship with the consumer in the case of the iPod, Apple relies heavily on collaborating with the Singular network to distribute, advertise and provide services for its new device.
Also, the mobile operator certainly wants to influence the functions and services that the phone supports. This is probably a problem for Apple if the company wants to maintain the integrity of its audience of loyal users who are used to a certain way of working with Apple products.
The customers' price expectations for purchasing electronics are different if users buy the device along with a service contract.
It is also known that potential buyers view the value of mobile phones differently than other consumer electronics devices.
When a customer is faced with a choice between a subsidized device, such as the $ 199 Blackjack Samsung and the iPhone, with prices starting at $ 499 for a 4 GB device, the potential market, even for the base model, is likely to be limited.
Conclusion
If there is no significant price reduction for the iPhone, then Apple will mainly compete with itself.
Traditional mobile phone manufacturers do not compete with multimedia devices in this ultra-premium section of the market. Few MP3 devices are so expensive, Apple is currently competitive only among in-house devices. IPhone will be the choice for a small group of people who intended to buy an iPod, but this group will not buy both devices and will choose only one of them.
Since the iPhone will initially be sold exclusively through Singular, it will compete mainly with Sony Ericsson with similar products for $ 100-200 cheaper than the price of the current iPhone in the EDGE / W-CDMA market. Samsung, LG and Motorola are also direct competitors to the iPhone in the United States at a price threshold of less than $ 300.
According to user surveys in the United States, device buyers in all segments are extremely dedicated to their carrier. Preferences based on ideas about the strength and reliability of the network will lead many potential iPhone buyers to postpone their acquisition in anticipation of the potential launch of CDMA.
Based on this, we believe that in the conditions of the market for subsidized communication devices and users loyal to their suppliers in the United States, forcing Apple to pay inflated prices will be a difficult task.
Kevin Nolan,
STRATEGY ANALYTICS INSIGHT
www.strategyanalytics.net
PS If possible, if you decide to vote negatively for the article, please write why, I am ready for constructive criticism. Just a minus without explanation does not lead to better content