Lenz+final+report+proposal

TO: Proximity Mobile Team FROM: Ryan Lenz DATE: January 13, 2010 SUBJECT: Proposal for report on iPhone  Apple’s iPhone is already the smartphone. With the arrival of its new 4.0 software, sales are expected to increase even more, therefore continuing Apple’s domination. I propose to write a report on the iPhone’s rivals and how Apple plans on dealing with them.  The smartphone business is getting more competitive each day. Phones like the Nexus One and Blackberry are taking away consumers from the iPhone.  To ward off other smartphones, Apple plans to:  - Gradually decrease their pricing by up to 20%/year over the next ten years. - <span style="font-family: "Times New Roman","serif"; font-size: 12pt;">Add more iPhone carriers in the summer of 2010. <span style="font-family: "Times New Roman","serif"; font-size: 12pt;">-<span style="font-family: "Times New Roman"; font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> <span style="font-family: "Times New Roman","serif"; font-size: 12pt;">Release its new 4.0 software within the next few weeks. <span style="font-family: "Times New Roman","serif"; font-size: 12pt;"> <span style="font-family: "Times New Roman","serif"; font-size: 12pt;">Along with the three previously listed strategies above, Apple is constantly developing and accepting new applications for its iPhone. Flaws in the Nexus One, such as confusion with T-Mobile’s service plan, lack of particular applications and technical difficulties put to rest the possibility of it being an “iPhone-killer”. That being said, iPhone expects to remain the number one smartphone on the market. <span style="font-family: "Times New Roman","serif"; font-size: 12pt;"> <span style="font-family: "Times New Roman","serif"; font-size: 12pt;">Clients of Proximity who plan on targeting Gen-Y users need this report to understand that the iPhone is a very safe investment, even with key rivals in the picture. <span style="font-family: "Times New Roman","serif"; font-size: 12pt;"> <span style="font-family: "Times New Roman","serif"; font-size: 12pt;">The proposed report, “iPhone’s Continuing Dominance”, will cover the following topics: <span style="font-family: "Times New Roman","serif"; font-size: 12pt;"> <span style="font-family: "Times New Roman","serif"; font-size: 12pt;">-<span style="font-family: "Times New Roman"; font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> <span style="font-family: "Times New Roman","serif"; font-size: 12pt;">Top rivals of the iPhone. <span style="font-family: "Times New Roman","serif"; font-size: 12pt;">-<span style="font-family: "Times New Roman"; font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> <span style="font-family: "Times New Roman","serif"; font-size: 12pt;">Things Gen-Y users look for in a phone upon purchasing one. <span style="font-family: "Times New Roman","serif"; font-size: 12pt;">-<span style="font-family: "Times New Roman"; font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> <span style="font-family: "Times New Roman","serif"; font-size: 12pt;">iPhone’s new 4.0 software. <span style="font-family: "Times New Roman","serif"; font-size: 12pt;">-<span style="font-family: "Times New Roman"; font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> <span style="font-family: "Times New Roman","serif"; font-size: 12pt;">The future of the iPhone. <span style="font-family: "Times New Roman","serif"; font-size: 12pt;"> <span style="font-family: "Times New Roman","serif"; font-size: 12pt;">This report will include attachments of pricing comparisons and a list of applications the 4.0 software will bring. <span style="font-family: "Times New Roman","serif"; font-size: 12pt;"> <span style="font-family: "Times New Roman","serif"; font-size: 12pt;">The following were critical to the report: <span style="font-family: "Times New Roman","serif"; font-size: 12pt;"> <span style="font-family: "Times New Roman","serif"; font-size: 12pt;">Marsal, K. (2007, January). iPhone cost expected to decline 20 percent annually. Apple Insider. Retrieved January 13, 2010, from [] <span style="font-family: "Times New Roman","serif"; font-size: 12pt;">Marsal discusses the possibility of the iPhone’s price to decrease up to 20%/year over the next ten years to increase sales. He also states that analyst Charles Wolf predicts sales reaching 134 million/year by 2016. Basically, the article reveals that sales of the iPhone are expected to increase in dramatic fashion if its price lowers. <span style="font-family: "Times New Roman","serif"; font-size: 12pt;"> <span style="font-family: "Times New Roman","serif"; font-size: 12pt;">Hughes, N. (2009, August). Apple expected to offer iPhone on new U.S. carriers within a year. Apple Insider. Retrieved January 13, 2010, from [] <span style="font-family: "Times New Roman","serif"; font-size: 12pt;"> <span style="font-family: "Times New Roman","serif"; font-size: 12pt;">Hughes analyzes how Apple plans to offer its iPhone on new mobile carriers. He talks about how phones that are multi-carried have higher market share than those with exclusive carrier agreements. Apple has taken notice to this fact, as lists Verizon as one of the possible alternatives to AT&T. These changes are expected to take place in the summer of 2010. <span style="font-family: "Times New Roman","serif"; font-size: 12pt;"> <span style="font-family: "Times New Roman","serif"; font-size: 12pt;">Ogasawara, T. (2010, January). The Nexus One Lovefest is Over: It Isn’t an iPhone Killer – Here’s What I think. MobileContentToday. Retrieved January 13, 2010 from [] <span style="font-family: "Times New Roman","serif"; font-size: 12pt;"> <span style="font-family: "Times New Roman","serif"; font-size: 12pt;">Ogasawara acknowledges that the Nexus One is flawed. Between the confusing T-Mobile discount plan to applications the Nexus One lacks, he deems the iPhone as superior. He even posts links in his article to go more in depth with the problems surrounding the Nexus One and why the iPhone is better.
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