Product Marketing
Plan for the iPhone
(release 5.0)
May 2
2011
The objective of this document is to present a brief product marketing plan
based on the Customer and competitive analysis. Also, a description of the
Product Marketing strategy and initiatives with a high level understanding about
the financials are covered in this document.
95-821
Assignment 4
Mukul Hinge
Mehrzad Kootar
Puneet Tiwari
Product Marketing Plan for the iPhone
Mukul Hinge, Mehrzad
Kootar,Puneet Tiwari
Contents
1.
Executive Summary ...............................................................................................................................................3
2.
Goals and Objectives .............................................................................................................................................3
2.1Product Goals and Objectives ...............................................................................................................................3
3. Situation Analysis .......................................................................................................................................................3
3.1 Segmentation.......................................................................................................................................................3
3.1.1 Customer Analysis and Segmentation. .........................................................................................................3
3.2 Target Customer Market Overview .....................................................................................................................4
3.2.1 Market trends ...............................................................................................................................................4
Market Definition ..................................................................................................................................................4
Market Size and Growth: .......................................................................................................................................4
Market Trends .......................................................................................................................................................4
3.3 Target Positioning ................................................................................................................................................5
3.4 Competition .........................................................................................................................................................6
4. Product Marketing Strategy and Initiatives ...............................................................................................................8
4.1 Strategy Summary ...............................................................................................................................................8
4.2 Product ................................................................................................................................................................8
4.2.1 Product Offering ...........................................................................................................................................8
4.2.2 Positioning Statement ..................................................................................................................................8
4.3 Promotion Plan ....................................................................................................................................................9
4.4 Pricing Plans .........................................................................................................................................................9
Channel overview ........................................................................................................................................................12
Advantages ..................................................................................................................................................................12
Challenges....................................................................................................................................................................12
5. Pro Forma Financials and Metrics............................................................................................................................12
5.1 P&L (3 Yrs)..........................................................................................................................................................12
Schedule (Tasks, Owners, Timeframes, Milestones) ...............................................................................................12
Appendices ..............................................................................................................................................................14
Goals and objectives ............................................................................................................................................14
References ...............................................................................................................................................................19
2
April 2011
Mukul Hinge, Mehrzad
Kootar,Puneet Tiwari
Product Marketing Plan for the iPhone
1. Executive Summary
Through this document we have highlighted our Product and Product marketing Goals and Objectives. We have
also closely analyzed our customer segmentation and make our target positioning , promotion strategy , pricing
and lastly our schedule.
2. Goals and Objectives
The Goals and Objectives for the product marketing plan are categorized into two high level goals one is the
Product Goals and Objectives which talks about what the intent of launching the product in the market aiming at
which target audience and in what time frame and the other is the Product Marketing Plan Goals and objectives.
2.1 Product Goals and Objectives
Goal
To become the fastest growing smartphone in the enterprise and SMB (Small and Medium Business) business
user smartphone market for each of the next three years.
Objective
Aiming for unit sales of volumes 445,000 units in the first year and to achieve 10% share based on sales in the
subsequent years.
3. Situation Analysis
3.1 Segmentation
3.1.1 Customer Analysis and Segmentation.
Small Business
Size and Growth Rate
1
Corporate Business
49%
80- 85%
Leading Customers
Startups
Fortune 100 companies
Purchasing Behavior
Cost is a factor, open source
apps easily accepted
Willing to purchase licenses and
standardize the technology across the
organization
Purchasing Drivers- Needs
Able to access documents and
information with total mobility
Able to access documents , video
conferencing , global telephony
information with total mobility
Purchasing Drivers- Goals
Scalability, Low Cost
Scalability organization wide
Purchasing Drivers- Visions
A complete solution to have the
business incorporated on the
smart phone
A complete solution to have the business
incorporated on the smart phone
Segment
Who owns devices?
Control oriented
Enterprise
Choice Oriented
Enterprise or user
User
Who owns cellular
Enterprise
Enterprise or user
User
1
ComScore data for enterprise
3
April 2011
Innovation Oriented
Mukul Hinge, Mehrzad
Kootar,Puneet Tiwari
Product Marketing Plan for the iPhone
contract?
Control points
Primary
management goal
Device, network, sometimes
user
Guarantee service level and
strictly control risk
Network, application or
user
Satisfy users without
incurring excessive risk
App store policy
Forbidden
Example users
Field engineers, government
employees
Focus of standards
Devices, platforms, applications,
processes
Illustration of
mobile e-mail
solution
Management
metrics
BlackBerry plus BlackBerry
Enterprise Server (BES)
Permitted, but with
policy controls
Managers needing
mobile e-mail and Web
access
Interfaces and
protocols (e.g.,
ActiveSync and HTML)
Anything that can
connect to Exchange
Business process metrics, TCO,
ROI, end-to-end service-level
agreements (SLAs)
Service Costs, bulk pricing for
phone and data plans
Purchasing pinch
points
Network, application or user
Empower early adopters to
develop new techniques and
processes
Full control over policy
Entrepreneurs, researchers,
CIOs of SMEs
Services (e.g., "the user needs
to obtain mobile e-mail")
Any e-mail service the user
chooses
User satisfaction,
server-side SLAs
User satisfaction
Price of phone and
monthly cost of data
plans
Price of phone and monthly
cost of data plans
3.2 Target Customer Market Overview
3.2.1 Market trends
Market Definition

The primary market is the enterprise Smartphone market
Market Size and Growth:



67 million units sold in the US market in 2010
~8.6 million users use Smartphone services and features on a regular basis.
i
Enterprise segment growing at the rate of ~12% per year
Market Trends





4
An enterprise feature predominant market
Shift from technically astute tech savants toward less tech-savvy comfortable conformists
New approaches in Mobile Device Management (MDM) - high-level framework for categorizing
users and managing Smartphone’s that will assist CIOs, planners, architects and vendors selling
mobile devices or services
Customizable, app stores and mobile ecosystems are causing a proliferation of new applications
and services, some of which may benefit corporations. Young employees entering the
organization will expect to be allowed to use them
As devices and services (such as mobile e-mail) become commoditized and mature, they become
easier to source and support externally. Providing and owning devices may be seen by some
April 2011
Mukul Hinge, Mehrzad
Kootar,Puneet Tiwari
Product Marketing Plan for the iPhone
organizations as unattractive and expensive as new sourcing options emerge (for example, some
carriers now offer "in the cloud" MDM services).
Met Customer Needs
Control
oriented
Choice
oriented
Innovation
oriented
Wireless Carrier Requirements
Brand Availability
Y
Y
Y
Y
Y
Y
Y
Y
Y
N
Y
N
N
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
N
Y
Y
Y
Y
Y
Y
Y
N
Y
Y
Y
N
N
N
Y
N
Y
Y
Y
Y
Y
Y
Y
Y
N
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Data Availability and tiered pricing
Phone pricing
Enterprise features (KEY REQUIREMENTS)
Full web browsing capabilities and support for legacy
standards such as WAP
Audio and Video recording capabilities
Connectivity to MS Exchange Server
Security Policy
Remote device management
Remote restore
Location services (GPS)
Remote Wipe
Encryption policy from enterprise server
Facetime video calling
Product Features
Promotional Discount
Ability to play music
Dual keyboard/Full QWERTY keyboard and touch screen
High Battery Life (15 +hours)
Large Screen Size
Ability to easily add on applications/games
Ability to purchase apps/music
Social Networking Features
Unmet Customer Needs
Multi-person Video Conferencing
Live Video Broadcast
Real time Augmented Reality for banking applications with
secure logins.
Cloud based system compatibility
Paying bills through cell phones
Live Video Broadcast
3.3 Target Positioning
Target Market
•
5
Primary business target is to partner with :
Large enterprise software firms where information is critical to the end user.
April 2011
Mukul Hinge, Mehrzad
Kootar,Puneet Tiwari
Product Marketing Plan for the iPhone
•
•
Secondary business target is mid-to mid-size corporations that want to help managers and employees
stay in communication or access critical data on the go.
Market segment will consist of companies with $10-$50 million in annual sales.
Positioning
•
•
•
Using product differentiation, positioning the iPhone as the versatile, convenient, value-added device for
personal and professional use.
Focus on the convenience of having one device for enterprise communication, but also music, pictures,
and video, and full Internet access.
The iPhone will be promoted as both a enterprise solution and a hip.
3.4 Competition
Unmet Customer Needs
Flexible Security Policy
Remote device management
Remote restore
Location services (GPS)
Remote Wipe
Encryption policy from enterprise server
High Battery Life (15 +hours)
Full Multitasking
Apple
iPhone
N
N
N
N
N
N
N
Expansion slots to increase storage (microSD
card slot)
Multi-person Video Conferencing
Cloud based system compatibility
Ability to use as a tethered modem
RIM
Y
Y
Y
Y
Y
Y
N
Windows Mobile 7
(Microsoft)
?
Y
?
Y
?
Y
N
Google
Android
?
N
N
Y
N
?
N
N
Y
N
N
N
Y
Y
Y
N
N
N
N
N
Y
N
N
?
N
N
Y
3.5 SWOT Summary
SWOT Analysis
Strengths
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April 2011
Blackberry
52% Market Share of
corporate smartphone,
secure and easily
synchronized with the
enterprise.
Windows
Huge investment in R&D,
Microsoft office and web
service are still strong
selling and strong
corporate ties.
Google
Fully integrated open
Source. Google Brand and
Assets
* Open Handset Alliance
Members' Extended
Device Portfolios and
Improved Device Designs
* Smartphone Market
Share Increase in North
America and Europe
* Rapid Platform Evolution
* Strong User Interface
Structure
* All major vendor support
* Google Apps
Product Marketing Plan for the iPhone
Weakness
Opportunities
Threats
7
April 2011
Mukul Hinge, Mehrzad
Kootar,Puneet Tiwari
* RIM's phones has an
image of business phone,
corporate Smartphone is
now only 17% of total
Smartphone.
* RIM entered late in new
generation touch phone
Smartphone. They still
don’t have stable OS
which can support new
touch screen features.
* Blackberry phones are
not popular among new
generation of Smartphone
users.
* Blackberry phones
expensive and come with
expensive plans.
* Blackberry apps store is
still immature
Great product with
advance technology.
* Lots of features in
Blackberry.
* Fulfill the business
customer needs and
wants.
* Brand loyalty
* Leading-edge radio
technology.
* Some famous
communication product
was already in the market
for example pagers.
* They were first in the
market for their famous
product Blackberry.
Touch screen phones.
Windows 6.5 was not
made for touch screen
phones.
* Lost the opportunity of
first movers.
* Does not have a secure
platform.
* OS is closed.
Google's Lack of
Marketing Push for the
Android Brand and the
Android Market
* Android Market Weak
on UI Design and
Application Discoverability
* Lack of Application
Testing Before
Distribution in the Android
Market
* Availability and Ease of
Purchase of Paid
Applications
* Lack of enterprise
software solution
* Windows 7 mobile
* Zune multimedia phone
* XBOX and games
integration
* Collaboration with Nokia
* Fastest growing App
store
* Smartphone is
Becoming a Mass Market
Device
* OS Expansion to
Connected Mobile
Consumer Electronics and
Media Tablets
* Growing Enterprise
Support
* Developing country
market China, India
Competition between
Google, Apple and
Microsoft. Aging OS, lacks
looks appealing to the
new generation.
Google posse’s biggest
threat with its rival
products. Vendors leaving
like Motorola, HTC
Increasing Competition in
Mobile OS Market,
Fragmentation Issues
Around Android Platform
and Applications
Product Marketing Plan for the iPhone
Mukul Hinge, Mehrzad
Kootar,Puneet Tiwari
4. Product Marketing Strategy and Initiatives
4.1 Strategy Summary
In this section we talk about the product in general what features they will provide to the end user. The promotion
plan at place the distribution strategy and the approximate pricing of the product.
4.2 Product
4.2.1 Product Offering
•
•
•
•
Full year warranty along with an optional three-year Apple Care warranty specially for the enterprise.
Same taste as all other Apple products and special modes for the enterprise and security features
enabled.
Launching a cheaper version in 2008 with less advanced features for small business along with a more
advanced version for enterprise professional use
Adding the following features to the iphone (large disk storage capacity,4G wireless for conferencing,
Access to the corporate cloud for documentations, Enterprise emailing capabilities)
4.2.2 Positioning Statement
Product Positioning Differentiators
Positioning Dimensions
Differentiators
1
Productivity
Most comprehensive support for video conferencing and cloud
interoperability
2
Security
Usage in highly regulated environments and support for various styles of
mobile device management
3
Usability
Best display quality, user interface
Product Positioning Statement
For
Enterprise users
Who
Desire the best combination of productivity and feature richness
Our iPhone is a
A smartphone
That provides
Greatly enhanced usability, productivity and security and application support
Unlike
Other smartphones
Our product uniquely
Multi person video conferencing and an enhanced productivity application suite
offers
So that you can
Experience rich usability with vastly improved productivity
Validating Points
1
Most comprehensive solution for video conferencing
2
Highly integrated cloud interoperability
3
Greatest variety of productivity applications and support for third party applications
8
April 2011
Product Marketing Plan for the iPhone
Mukul Hinge, Mehrzad
Kootar,Puneet Tiwari
4.3 Promotion Plan
Place
•
•
•
•
•
Massive rollout worldwide at all reputable major retailers
Massive rollout Online, Showrooms and in all cell phone providers
Have a dedicated section of service and customer care for the Enterprise iPhone
Being present in the world mobile conference to launch the Enterprise iPhone.
Apple Stores will have the iPhone on display a full month before its worldwide release
Promotion
•
•
•
Integrate Apple message of revolutionary communications for the enterprise and audio/visual experience
together in all media advertisements and on all business channels.
Differentiate the iPhone against others is the touch screen functionality and promote its ease of use in the
enterprise for example: Mail is a click away.
Advertising will be appearing on a regular basis to maintain general public awareness.
4.4 Pricing Plans
At the launch of the second iPhone 3G, the price dropped to $200 which was significantly cheaper than the original
and the technology was now up to the speeds of its competition. Again there was backlash from early adopters
who had just paid $600 or $400 to buy the phone. Apple tried to make this easier to swallow by allowing anyone
who purchased the phone 15 days prior to launch of the iPhone 3G and upgrade, but all others were out of luck.
Anyone who wanted to immediately upgrade the phone from the old version was not penalized which was also a
good gesture from ATT. Possibly since ATT did not subsidize the first phone it was comfortable subsidizing the
second for a renewal of the two year contract.
In addition to the new subsidized price, the iPhone 3G launched worldwide at the higher price. Even in the
international market, special deals were required with carriers to utilize such features as visual voicemail that are
unique to the iPhone. The price in the international markets reflected the normal unsubsidized price that
ii
international markets are accustomed to.
The primary approach taken will be a market based approach. The current model is one which offers a heavily
subsidized handset with severe lock-ins by mobile operators. In the interests of catering to more market
autonomy, we recommend offering two distinct models with a varying degree of restriction
For Governmental and Educational organizations: The plans will be similar to existing plans with a pricing strategy
adopted with lock ins
For SMEs: The plan will be based on a greater degree of autonomy with variable pricing according to region,
promotions and discounts will be offered as required
9
April 2011
Product Marketing Plan for the iPhone
4.5 Distribution and Sales Plan
10
April 2011
Mukul Hinge, Mehrzad
Kootar,Puneet Tiwari
Product Marketing Plan for the iPhone
11
April 2011
Mukul Hinge, Mehrzad
Kootar,Puneet Tiwari
Mukul Hinge, Mehrzad
Kootar,Puneet Tiwari
Product Marketing Plan for the iPhone
Channel overview
Advantages
•
•
•
Multichannel shoppers are more valuable
Multichannel shoppers are more loyal
Multichannel strategy strengths the brand
Challenges
•
•
•
Needs coherence
Database management is crucial
Cooperative corporate culture
5. Pro Forma Financials and Metrics
5.1 P&L (3 Yrs)
Year 1
ASP ($)
COGS ($)
Units (millions)
Revenues ($000s)
COGS ($000s)
Gross Profit ($)
Gross Margin
Year 2
Year 3
529
147
18
499
132
24
399
122
32
9522
11976.0
12768.0
2646.0
6876.0
72.2%
3168.0
8808.0
73.5%
3904.0
8864.0
69.4%
Schedule (Tasks, Owners, Timeframes, Milestones)
All implementation activities are to begin at the start of the next fiscal year on June 1, 2011.
Task
1
2
Description
Core Team Creation
Create four sales manager positions and the
position of marketing director. The marketing
director will serve as project leader of a new
business analysis team, to be composed of
nine employees from a variety of positions
within the company
Analysis
Assign three members of the analysis team to
12
April 2011
Owner
Target
Date
Completion
Date
05/01/2011
05/01/2011
05/15/2011
05/15/2011
Comment
Mukul Hinge, Mehrzad
Kootar,Puneet Tiwari
Product Marketing Plan for the iPhone
each of the following projects:
(1) Research potential new product offerings,
market analysis, competition, and corporate IT
Department and corporate smart phone endusers
(2) Design a customer survey project.
The marketing director is responsible.
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
The two project groups will report the results of
their analyses. The full business analysis team
will review all recommendations.
Promotion Plan
Create corporate – iPhone promotion plan
Execute Promotion Plan
Financials
Create product marketing budget
Meet with management to promote plan,
including budget implications.
Marketing Collateral
Product Collateral
Web Content
Social Media
Print Media
Visual Media
Demonstration & Tradeshow
Product Demo and announcement at Apple
Annual Conference
Training
Training to sales reps executive sales team
and vendor training
Field Trials
Meet with vendor to set up trial.
Launch internal employee trials
Schedule mid-trial meeting for feedback and
refinements.
Assess trial results.
Product Documentation
Product Manual
Online Help
Electronic Manual
Resource Kit
Manufacturing
Box Printing
Assembly
First Customer Slip
Sales Operation
Pricing
Product sale plans
Milestones
13
April 2011
05/15/2011
05/30/2011
05/15/2011
05/30/2011
05/15/2011
05/30/2011
05/25/2011
05/30/2011
Product
Bulletin, data
sheet, white
paper
Steve
Jobs
Mukul Hinge, Mehrzad
Kootar,Puneet Tiwari
Product Marketing Plan for the iPhone
Milestone
1
2
3
4
5
Description
Capture 40% of Fortune 500 companies
Achieve Growth Rate of 14%
Capture 70% of Fortune 1000 companies
Achieve Growth Rate of 25%
Capture 60% of Smartphone Users
Achievement Date
6 months from launch
End of 1 year
End of 2nd year
nd
End of 2 year
rd
End of 3 Year
Appendices
Exhibits
Exhibit 1
Smartphones Now 28% of U.S. Cellphone Market – Nielsen Research
Exhibit 2
Top
3
Month
Total
Total
Subscribers
Google
14
Avg.
Ending
U.S.
Smartphone
Smartphone
Feb.
2011
vs.
3
Month
Avg.
Smartphone
Subscribers
Share
(%)
of
Subscribers
20102011- Feb
Nov
100.00% 100.00%
26.00%
April 2011
33.00%
Smartphone
Ending
Ages
Platforms
Nov.
2010
13+
Point
Change
N/A
Share
(%)
of
Smartphones
20092010Nov
Aug
100.00% 100.00%
Point
Change
N/A
7
10.00%
6%
16.00%
Enterprise
Mukul Hinge, Mehrzad
Kootar,Puneet Tiwari
Product Marketing Plan for the iPhone
RIM
33.50%
28.90%
-4.6
69.00%
66.00%
-3%
Apple
25.00%
25.20%
0.2
30.00%
31.00%
1%
Microsoft
9.00%
7.70%
-1.3
10.00%
9.00%
-1%
Palm
3.90%
2.80%
-1.1
7.00%
6.00%
-1%
Exhibit 3
Smartphone and business-phone trends
Market Size
Growth rate
Market Leader/Share
Device trends
15
April 2011
Smartphones
69.5 million
13%
Google: 33.0%
RIM 28.9%
Apple 25.2%
Microsoft 7.7%
Palm 2.8%
Large
Displays
and
resolutions
A Solid Touch Screen
Operating System
Carrier Agnostics
A bigger and better App
Store
Multitasking
Business phones
7.6 Million
Google: 16%
RIM: 66%
Apple 31%
Microsoft 9%
Palm 6%
Configuration management
Security management
Over-the-air
(OTA)
intelligence,
troubleshooting, and support
Asset management and reporting
Software management
Scalability
Product Marketing Plan for the iPhone
Exhibit 4
Exhibit 5
16
April 2011
Mukul Hinge, Mehrzad
Kootar,Puneet Tiwari
Product Marketing Plan for the iPhone
Exhibit 6
Exhibit 7
17
April 2011
Mukul Hinge, Mehrzad
Kootar,Puneet Tiwari
Mukul Hinge, Mehrzad
Kootar,Puneet Tiwari
Product Marketing Plan for the iPhone
Exhibit 8
Column1
Google
RIM
Apple
Microsoft
Palm
Trend Market:
Market leader in
Smartphone
Lost market
share by 5%
Third in the market
share race
Market share
very small
Trend iii
Technology
Syncs enterprise
phone system
and email server
directly from the
mobile device
Syncs mobile
Voice System 5
with voice over
Wi-Fi calling
Integrates multiple
conferencing products
including audio
conferencing, web
conferencing and
video conferencing
into a single UC
application
Can be
integrated with
SharePoint 2010
Market share
diminishing
rapidly
N.A.
Trend Environment
Outsource to
other companies
N.A.
Lead Free, BFR- Free,
PVC Free, Mercury
Free
Arsenic Free glass
Recycling
hardware
Using
environmentally
friendly materials
Reducing waste
Increasing
recycling and
recovery of new
products
Trend
iv
Regulatory
Google Apps
Premier Edition
to manage email and
calendar services
Blackberry
Enterprise
Server and
Blackberry
Enterprise
Server Express
I phone Configuration
utility 2.0
Exchange
ActiveSync. and
Microsoft
System Center
Mobile Device
Manager(MDM
2008)
N.A
Implications
to us
Need to monitor
trends in
enterprise
mobile device
management
Need to
formulate
comprehensive
enterprise
solution
--
Need to
consider
integration with
legacy systems
and with
SharePoint
Unlikely to be a
competitive
threat
18
April 2011
Product Marketing Plan for the iPhone
Mukul Hinge, Mehrzad
Kootar,Puneet Tiwari
Goals and objectives
Corporate Goal: To become the fastest growing firm in the US enterprise smartphone market for each of the next
3 years
Product Goal: To become the fastest growing smartphone in the enterprise and SMB (Small and Medium Business)
business user smartphone market for each of the next three years
Objective: To capture the highest US enterprise and SMB smartphone market for the next three years (10% in the
first year, and between 5-10% in the subsequent years)
References
Mobile Snapshot: Smartphones Now 28% of U.S. Cellphone Market – Nielsen Research (November 2010)
http://blog.nielsen.com/nielsenwire/online_mobile/mobile-snapshot-smartphones-now-28-of-u-s-cellphone-market/
https://partners.blackberry.com/web/guest/solutions
Search Unified Communications - http://searchunifiedcommunications.techtarget.com/feature/Videoconferencing-standards-and-interoperability-considerations
Gartner- iPhone OS 4 Introduces Some Significant New Features for the Enterprise (May 2010)
Ibid.
Ibid.
i
i
Gartner - New Approaches to Managing Mobile Users and Smartphones (June 2010)
TNS Business wave – Smartphone market trends (http://www.tns-us.com) (January 2011)
i
Mobile Snapshot: Smartphones Now 28% of U.S. Cellphone Market – Nielsen Research (November 2010)
http://blog.nielsen.com/nielsenwire/online_mobile/mobile-snapshot-smartphones-now-28-of-u-s-cellphone-market/
i
comScore MobiLens, , AppleInsider, Google’s Android Platform Continues to Snatch Smartphone Market Share (May 2010)
http://www.comscore.com/Press_Events/Press_Releases/2010/7/comScore_Reports_May_2010_U.S._Mobile_Subscriber_Market_Share
i
TNS Survey Smartphones gain traction (January 2011)
http://www.tnsglobal.com/news/news-EBE5DD9AE77B4A09AB7FA6B1AF0E4BE2.aspx
i
Gartner - The Illusive Enterprise Focus in the Smartphone Industry – Oct 2010
i
Gartner - New Approaches to Managing Mobile Users and Smartphones (June 2010)
i
i
i
Using Gartner's Segmentation Model for Mobile and Client Computing (October 2010)
Seamless enterprise http://seamlessenterprise.com/unified-communications/the-latest-trends-in-business-class-smartphones/
i
TechWorld (June 2010) http://howto.techworld.com/mobile-wireless/3227581/how-to-manage-smartphones-in-your-business/?pn=2
comScore 2010- Mobile year in review
ii
Pricing analysis for iPhone : http://www.johnkoblinsky.com/2009/03/pricing-strategy-for-the-jesusphone/
iii
iv
Seamless enterprise http://seamlessenterprise.com/unified-communications/the-latest-trends-in-business-class-smartphones/
TechWorld (June 2010) http://howto.techworld.com/mobile-wireless/3227581/how-to-manage-smartphones-in-your-business/?pn=2
19
April 2011