This essay has been submitted by a student. This is not an example of the work written by our professional essay writers.
In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization. Also positioning is defined as the way by which the marketer creates impression in the customers mind.
I think I-Phone is my ideal phone
The greatest fear among the technophobic is the inability to use a new computer, a new piece of software or a new electronic device. Faced with this challenge, the Apple iPhone flattens the learning curve considerably. Apple's approach has always been to create products from a user's perspective, rather than from an engineer or a computer programmer's perspective. That approach clearly pays off for the computer industry's powerhouse, with products like the Macintosh, the iMac, the PowerBook and the iPod under its belt. The fact that its iPod digital music player is the dominant MP3 player in the market, with more than 90% of auctions at sites like eBay is testament to Apple's design prowess. One might say that the iPhone is the smart phone especially designed for people who hate to use cellphones. The iPhone's user interface is intuitive, giving users the ability to use most of the iPhone's functions without reference to a user manual. (Chris B Simpson, 2007)
Working on the go with your iPhone is one thing, but from time to time you will be near a Mac or a PC. An ideal companion for your iPhone mobile credit card app is a Web-based virtual terminal. If you can access Google on your computer, you have all you need to run a virtual terminal. The iPhone and the virtual terminal must be synchronized, however. This will enable you, after a day's deliveries, to print out all of your transactions, or to make some MoTos (mail-order telephone orders) using your computer. Not all iPhone credit card apps are created equal. Shop carefully! Is the host which accepts your transactions PCI-DSS compliant? Is the iPhone app itself PA-DSS compliant? Is there an ability to use your Mac and/or PC as a companion product alongside your iPhone? Do you understand all of the fees? Who will you call for help? In addition, iPhone credit card terminal consumers should ensure that their financial institutions are comfortable with the particular iPhone app they are considering. Contact your Visa/ MasterCard payment processor before you purchase the solution to make sure it's satisfactory with them. These apps represent the next step in the evolution of the virtual office. Once the business world becomes aware of this new iPhone functionality, these apps will be as common a business feature as is your e-mail. (Dave Slemon, 2009)
I-Phone covers the largest portion of the market share
The battle between Apple and Google in the mobile space has been heating up lately, but new market share numbers from research firm Nielsen show the race isn't even close. According to a latest released report that compares the fourth quarter of 2009 and the first quarter of 2010, Apple's I-Phone OS has more than triple the market share Google's Android operating system has. Nielsen puts the I-Phone OS market share at 28 percent, while Android's is at 9 percent. The numbers put Apple in second place behind BlackBerry maker Research in Motion, which has a 35 percent share. In third place is Microsoft Windows Mobile with 19 percent, followed by Google, Palm with 4 percent, Linux with 3 percent, and Symbian with 2 percent. Apple and Google both moved up by 2 percent in the first quarter of 2010. In the same period, RIM and Microsoft both lost 2 percent market share. (Jim Dalrymple, 2010)
IPhone price is reasonable
Apple has been producing iPhone series for few many years. One of the stunning mobile phone handsets of Apple in the iPhone series is the Apple iPhone. This is the only device that has made the foundation of iPhone series to become potent. You will come across a number of significant features here along with a lot of lucrative mobile phone deals.
The astounding gadget carries a collection of fertile aspects. The handset has the compatibility of dealing on 2G network (GSM 850 / 900 / 1800 / 1900). Its huge dimension bears115 x 61 x 11.6 mm that weighs 135 g. The TFT capacitive touchscreen display possesses 16M colors and has the great resolution of 320 x 480 pixels. The total screen is quite big as it is of 3.5 inches. The features of the display are - Multi-touch input method, - Accelerometer sensor for auto-rotate, - Proximity sensor for auto turn-off, - Scratch-resistant surface and the likes.
These many features of this superb display add flavor to use the same. Also you can have internal memory storage of 4/8/16 GB. You can use those according to your requirement. Other than that you will also have multi-media system, internet surfing, OS (iPhone OS), CPU (ARM 11 412 MHz, Power VR MBX-Lite graphics), Messaging, Browser and lot more. Moreover, the 2MP camera captures pics as well videos with the high resolution of 1600x1200 pixels.
However, to make you more comfortable iPhone offers you a lot of alluring services through various mobile phone deals. And those deals are being offered by all the leading internet service companies. Those services (free services such as texts, calling minutes, handsets, incentives, tariffs, etc) can be enjoyed at a pretty decent price. It is only possible through cheap iPhone contract deals. (Jack Martin, 2010)
Enhanced gaming platform
The expanded graphics capabilities and CPU performance of the 3G S will allow the iPhone to become an even bigger player in the gaming world. Many high-quality games have already been released for the iPhone and iPod touch; and given that the best price iPhone games for sell while high-quality titles for the PSP and other dedicated gaming platforms can cost more than that, Apple certainly has the price advantage. The power and graphics enhancements to the 3G S certainly make it a more appealing option for the casual or dedicated gamer, especially if they need a mobile phone anyway. (Rich Hall, 2009)
IPhone represents people's image (mind perception)
Apple iPhone has been one of the best selling mobile phones all over the world, but have you ever thought about the reasons why people give first preference to iPhone? There are many features which attracts the users, but here are the top 3 reasons why people choose iPhone instead of any other phone (Akash Malik, 2010)
1. Status Symbol -
Apple Inc is a global brand which is known all over the world. IPhone is spreading like a virus all over the world and it has proved that it is better than the rest. After being one of the best selling phones, it is now a status symbol for people, so above all 'Status Symbol' is yet another reason for the increasing sales of iPhone.
2. Applications -
IPhone runs on the iOS and there are thousands of applications which are available for this operating system. Symbian has got a lot of applications too, but they stand nowhere when compared to iOS applications. Android is now picking up the pace, but iOS applications are still believed to be the best.
3. Apple Product -
Apple Inc is a multinational corporation based in America. This company has goodwill all around the world. Apple always comes with a futuristic idea and implements it so well that people just fall in love with it. So, being an Apple product, iPhone gets more preference when compared to the other phones. This could be one of the reasons which tilt the buyer towards Apple iPhone.
2) Design (Marketing)
When creating iPhone 4, Apple designers and engineers didn't start with a clean sheet of paper. They started with three years of experience designing and building the phones that redefined what a phone can do. IPhone 4 is the result of everything they've learned so far. And it's all contained in a beautiful enclosure a mere 9.3 millimeters thin, making iPhone 4 the world's thinnest Smartphone. (iPhone Design, 1999)
I like the design of iPhone
With its large Multi-Touch display and innovative software, iPhone lets you control everything using just your fingers. How does it work? A panel laminated on the glass senses your touch using electrical fields. It can register multiple touches at once to support advanced gestures such as pinch to zoom, two-finger tap, and more. The panel then transmits the information to the Retina display below it.
Camera + LED
C:\Users\Sigma\Desktop\Camera + LED iPhone.jpg
The iPhone 4 camera shoots gorgeous 5-megapixel photos and stunning HD video. And with its advanced backside illumination sensor, it captures beautiful images even in low-light settings. The built-in LED flash does double duty. When you're taking pictures, it works as a flash. When you're shooting video it can stay on to light up the scene. And on the front of iPhone 4, the built-in camera is perfect for making FaceTime calls and shooting self-portraits.
Mic + Speaker
C:\Users\Sigma\Desktop\Mic + Speaker iPhone.jpg
While most phones have only one microphone, iPhone 4 has two. The main mic, located on the bottom next to the dock connector, is for phone calls, voice commands, and memos. The second mic, built into the top near the headphone jack, is for FaceTime calls and for making your phone calls better. It works with the main mic to suppress unwanted and distracting background sounds, such as music and loud conversations. This dual-mic noise suppression helps make every conversation a quiet one.
Gyro + Accelerometer
C:\Users\Sigma\Desktop\Gyro + Accelerometer.jpg
iPhone 4 includes a built-in three-axis gyroscope. When paired with the accelerometer, it makes iPhone 4 capable of advanced motion sensing such as user acceleration, full 3D attitude, and rotation rate. Translation: More motion gestures and greater precision for an even better gaming experience.
IPhone has a trendy and attractive outlook
All the breakthrough technology in iPhone 4 is situated between two glossy panels of aluminosilicate glass - the same type of glass used in the windshields of helicopters and high-speed trains. Chemically strengthened to be 20 times stiffer and 30 times harder than plastic, the glass is ultra durable and more scratch resistant than ever. It's also recyclable.
The 960-by-640 backlit LCD display boasts a pixel density of 326 pixels per inch, making it the highest-resolution phone screen ever. To achieve this, Apple engineers developed pixels so small - a mere 78 micrometers across - that the human eye can't distinguish individual pixels. That makes text remarkably sharp and graphics incredibly vivid. IPS technology also provides excellent color and contrast from almost any viewing angle.
The price for iPhone accessories is reasonable
Stainless Steel Band
C:\Users\Sigma\Desktop\stainless steel band.jpg
Created from our own alloy, then forged to be five times stronger than standard steel, the CNC-machined band is the mounting point for all the components of iPhone 4. The band provides impressive structural rigidity and allows for its incredibly thin, refined design. It also functions as both iPhone 4 antennas.
Apple A4 Chip
C:\Users\Sigma\Desktop\Apple A4 Chip.jpg
Apple engineers developed the A4 chip to be remarkably powerful yet energy efficient. With it, iPhone 4 can easily perform complex jobs such as multitasking, editing video, and placing FaceTime calls. All while maximizing battery life.
IPhone has a good handling (easy to hold)
Believe or not? The Apple iPhone 4 "HOLDING" problem finally fixed. (Jas, 2010)
A system is said to be feature-rich when it has many options and functional capabilities available to the user. (Wikipedia, 2010)
The iPhone (and iPod Touch) run an operating system known as iOS (formerly iPhone OS). It is a variant of the same Darwin operating system core that is found in Mac OS X. Also included is the "Core Animation" software component from Mac OS X v10.5 Leopard. Together with the PowerVR hardware (and on the iPhone 3GS, OpenGL ES 2.0), it is responsible for the interface's motion graphics. The operating system takes up less than half a gigabyte. It is capable of supporting bundled and future applications from Apple, as well as from third-party developers. Software applications cannot be copied directly from Mac OS X but must be written and compiled specifically for iOS.
Like the iPod, the iPhone is managed with iTunes. The earliest versions of the OS required version 7.3 or later, which is compatible with Mac OS X version 10.4.10 Tiger or later, and 32-bit Windows XP or Vista. The release of iTunes 7.6 expanded this support to include 64-bit versions of XP and Vista, and a workaround has been discovered for previous 64-bit Windows operating systems. Apple provides free updates to the OS for the iPhone through iTunes, and major updates have historically accompanied new models. Such updates often require a newer version of iTunes - for example, the 3.0 update requires iTunes 8.2 - but the iTunes system requirements have stayed the same. Updates include both security patches and new features. For example, iPhone 3G users initially experienced dropped calls until an update was issued.
The interface is based around the home screen, a graphical list of available applications. iPhone applications normally run one at a time (not including iOS 4, which includes running applications in the background) , although most functionality is still available when making a call or listening to music. The home screen can be accessed at any time by a hardware button below the screen, closing the open application in the process. By default, the Home screen contains the following icons: Messages (SMS and MMS messaging), Calendar, Photos, Camera, YouTube, Stocks, Maps (Google Maps), Weather, Voice Memos, Notes, Clock, Calculator, Settings, iTunes (store), App Store, and (on the iPhone 3GS and iPhone 4) Compass. Docked at the base of the screen, four icons for Phone, Mail, Safari (Internet), and iPod (multimedia) delineate the iPhone's main purposes. On January 15, 2008, Apple released software update 1.1.3, allowing users to create "Web Clips", home screen icons that resemble apps that open a user-defined page in Safari. After the update, iPhone users can rearrange and place icons on up to nine other adjacent home screens, accessed by a horizontal swipe. Users can also add and delete icons from the dock, which is the same on every home screen. Each home screen holds up to sixteen icons, and the dock holds up to four icons. Users can delete Web Clips and third-party applications at any time, and may select only certain applications for transfer from iTunes. Apple's default programs, however, may not be removed. The 3.0 update adds a system-wide search, known as Spotlight, to the left of the first home screen.
Almost all input is given through the touch screen, which understands complex gestures using multi-touch. The iPhone's interaction techniques enable the user to move the content up or down by a touch-drag motion of the finger. For example, zooming in and out of web pages and photos is done by placing two fingers on the screen and spreading them farther apart or bringing them closer together, a gesture known as "pinching". Scrolling through a long list or menu is achieved by sliding a finger over the display from bottom to top, or vice versa to go back. In either case, the list moves as if it is pasted on the outer surface of a wheel, slowly decelerating as if affected by friction. In this way, the interface simulates the physics of a real object. Other user-centered interactive effects include horizontally sliding sub-selection, the vertically sliding keyboard and bookmarks menu, and widgets that turn around to allow settings to be configured on the other side. Menu bars are found at the top and bottom of the screen when necessary. Their options vary by program, but always follow a consistent style motif. In menu hierarchies, a "back" button in the top-left corner of the screen displays the name of the parent folder.
(When making a call, the iPhone presents a number of options. The screen is automatically disabled when held close to the face.)
The iPhone allows audio conferencing, call holding, call merging, caller ID, and integration with other cellular network features and iPhone functions. For example, if music is playing when a call is received, the music fades out, and fades back in when the call has ended. The proximity sensor shuts off the screen and touch-sensitive circuitry when the iPhone is brought close to the face, both to save battery and prevent unintentional touches. The iPhone does not support video calling or videoconferencing on versions prior to the 4th generation, as there is only one camera on the opposite side of the screen. The iPhone 4 supports video calling using either the front or back camera over Wi-Fi, a feature Apple calls Facetime. The first two models only support voice dialing through third party applications. Voice control, available only on the iPhone 3GS and iPhone 4, allows users to say a contact's name or number and the iPhone will dial.
The iPhone includes a visual voicemail (in some countries) feature allowing users to view a list of current voicemail messages on-screen without having to call into their voicemail. Unlike most other systems, messages can be listened to and deleted in a non-chronological order by choosing any message from an on-screen list.
A music ringtone feature was introduced in the United States on September 5, 2007. Users can create custom ringtones from songs purchased from the iTunes Store for a small additional fee. The ringtones can be 3 to 30 seconds long from any part of a song, can fade in and out, pause from half a second to five seconds when looped, or loop continuously. All customizing can be done in iTunes, or alternatively with Apple's Garage Band software 4.1.1 or later (available only on Mac OS X) or third-party tools.
(The photo display application supports both portrait and landscape orientations.)
The layout of the music library is similar to that of an iPod or current Symbian S60 phones. The iPhone can sort its media library by songs, artists, albums, videos, playlists, genres, composers, podcasts, audiobooks, and compilations. Options are always presented alphabetically, except in playlists, which retain their order from iTunes. The iPhone uses a large font that allows users plenty of room to touch their selection. Users can rotate their device horizontally to landscape mode to access Cover Flow. Like on iTunes, this feature shows the different album covers in a scroll-through photo library. Scrolling is achieved by swiping a finger across the screen. Alternatively, headset controls can be used to pause, play, skip, and repeat tracks. On the iPhone 3GS, the volume can be changed with the included Apple Earphones and the Voice Control feature can be used to identify a track, play songs in a playlist or by a specific artist, or create a Genius playlist.
The iPhone supports gapless playback. Like the fifth generation iPods introduced in 2005, the iPhone can play digital video, allowing users to watch TV shows and movies in widescreen. Double-tapping switches between widescreen and full screen video playback.
The iPhone allows users to purchase and download songs from the iTunes Store directly to their iPhone. The feature originally required a Wi-Fi network, but now can use the cellular data network if one is not available.
The iPhone includes software that allows the user to upload, view, and e-mail photos taken with the camera. The user zooms in and out of photos by sliding two fingers further apart or closer together, much like Safari. The Camera application also lets users view the camera roll, the pictures that have been taken with the iPhone's camera. Those pictures are also available in the Photos application, along with any transferred from iPhoto or Aperture on a Mac, or Photoshop in Windows.
(Wikipedia Main Page on the iPhone's Safari web browser in landscape mode)
Internet access is available when the iPhone is connected to a local area Wi-Fi or a wide area GSM or EDGE network, both second-generation (2G) wireless data standards. The iPhone 3G introduced support for third-generation UMTS and HSDPA 3.6, but not HSUPA networks, and only the iPhone 3GS and iPhone 4 support HSDPA 7.2. AT&T introduced 3G in July 2004, but as late as 2007 Steve Jobs stated that it was still not widespread enough in the US, and the chipsets not energy efficient enough, to be included in the iPhone. Support for 802.1X, an authentication system commonly used by university and corporate Wi-Fi networks, was added in the 2.0 version update.
By default, the iPhone will ask to join newly discovered Wi-Fi networks and prompt for the password when required. Alternatively, it can join closed Wi-Fi networks manually. The iPhone will automatically choose the strongest network, connecting to Wi-Fi instead of EDGE when it is available. Similarly, the iPhone 3G, 3GS and 4 prefer 3G to 2G, and Wi-Fi to either. Wi-Fi, Bluetooth, and 3G (on the iPhone 3G, 3GS, and 4) can all be deactivated individually. Airplane mode disables all wireless connections at once, overriding other preferences. However, once in Airplane mode, one can explicitly enable Wi-Fi and/or Bluetooth modes to join and continue to operate over one or both of those networks while the cellular network transceivers remain off.
The iPhone 3GS has a maximum download rate of 7.2 Mbit/s. Furthermore, files downloaded over cellular networks must be smaller than 20 MB. Larger files, often email attachments or podcasts, must be downloaded over Wi-Fi (which has no file size limits). If Wi-Fi is unavailable, one workaround is to open the files directly in Safari.
Safari is the iPhone's native web browser, and it displays pages similar to its Mac and Windows counterparts. Web pages may be viewed in portrait or landscape mode and supports automatic zooming by pinching together or spreading apart fingertips on the screen, or by double-tapping text or images. The iPhone supports neither Flash nor Java. Consequently, the UK's Advertising Standards Authority adjudicated that an advertisement claiming the iPhone could access "all parts of the internet" should be withdrawn in its current form, on grounds of false advertising. In a rare public letter in April 2010, Apple CEO Steve Jobs outlined the reasoning behind the absence of Flash on the iPhone (and iPad). The iPhone supports SVG, CSS, HTML Canvas, and Bonjour.
The maps application can access Google Maps in map, satellite, or hybrid form. It can also generate directions between two locations, while providing optional real-time traffic information. During the iPhone's announcement, Jobs demonstrated this feature by searching for nearby Starbucks locations and then placing a prank call to one with a single tap. Support for walking directions, public transit, and street view was added in the version 2.2 software update, but no voice-guided navigation. The iPhone 3GS and iPhone 4 can orient the map with its digital compass. Apple also developed a separate application to view YouTube videos on the iPhone, which streams videos after encoding them using the H.264 codec. Simple weather and stock quotes applications also tap in to the Internet.
iPhone users can and do access the Internet frequently, and in a variety of places. According to Google, the iPhone generates 50 times more search requests than any other mobile handset. According to Deutsche Telekom CEO René Obermann, "The average Internet usage for an iPhone customer is more than 100 megabytes. This is 30 times the use for our average contract-based consumer customers." Nielsen found that 98% of iPhone users use data services, and 88% use the internet.
(The virtual keyboard on the original iPhone's touch screen.)
For text input, the iPhone implements a virtual keyboard on the touch screen. It has automatic spell checking and correction, predictive word capabilities, and a dynamic dictionary that learns new words. The keyboard can predict what word the user is typing and complete it, and correct for the accidental pressing of keys near the presumed desired key. The keys are somewhat larger and spaced farther apart when in landscape mode, which is supported by only a limited number of applications. Touching a section of text for a brief time brings up a magnifying glass, allowing users to place the cursor in the middle of existing text. The virtual keyboard can accommodate 21 languages, including character recognition for Chinese. The 3.0 update brought support for cut, copy, or pasting text, as well as landscape keyboards in more applications.
E-mail and text messages
The iPhone also features an e-mail program that supports HTML e-mail, which enables the user to embed photos in an e-mail message. PDF, Word, Excel, and PowerPoint attachments to mail messages can be viewed on the phone. Apple's Mobile Me platform offers push email, which emulates the functionality of the popular BlackBerry email solution, for an annual subscription. Yahoo! offers a free push-email service for the iPhone. IMAP (although not Push-IMAP) and POP3 mail standards are also supported, including Microsoft Exchange and Kerio Connect. In the first versions of the iPhone firmware, this was accomplished by opening up IMAP on the Exchange server. Apple has also licensed Microsoft ActiveSync and now supports the platform (including push email) with the release of iPhone 2.0 firmware. The iPhone will sync e-mail account settings over from Apple's own Mail application, Microsoft Outlook, and Microsoft Entourage, or it can be manually configured on the device itself. With the correct settings, the e-mail program can access almost any IMAP or POP3 account.
Text messages are presented chronologically in a mailbox format similar to Mail, which places all text from recipients together with replies. Text messages are displayed in speech bubbles (similar to iChat) under each recipient's name. The iPhone has built-in support for e-mail message forwarding, drafts, and direct internal camera-to-e-mail picture sending. Support for multi-recipient SMS was added in the 1.1.3 software update. Support for MMS was added in the 3.0 update, but not for the original iPhone and not in the U.S. until September 25, 2009.
The iPhone can enlarge text to make it more accessible for vision-impaired users, and can accommodate hearing-impaired users with closed captioning and external TTY devices. The iPhone 3GS also features white on black mode, Voiceover (a screen reader), and zooming for impaired vision, and mono audio for limited hearing in one ear.