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MA GMM Design one second assignment ppt

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MA GMM Design one second assignment ppt

  1. 1. The Evaluation of Media Management The case study of iPhone
  2. 2. Introduction and background  The apple Inc. is a multinational corporation based in California. With the nearly 40 year’s developments  Leading position in the mobile device and digital media industry.   Its business range includes the smartphones, tables, computers, portable music players and software. The famous products include Apple TV, iWatch, iPhone, iPad, iPod, MacBook and so on.  The iPhone series was first launched in 2007, with the new operation system and multi-touch technology  The sale of iPhone products keeps increasing since 2007. In 2011, it exceeded the sale of Nokia and occupied the first sale position in mobile phone industry  In September, 2015; it launched the iPhone 6s and iPhone 6s plus
  3. 3. The marketing and branding  The traditional smartphone is operated in the keyboard which is not so convenience for users  The screen of phone is related small, it’s hard for customer to watch the content in the screen  The iPhone is designed to overcome this problem. With the touch screen, customers could operate the phone in the screen directly  The keyboard will not appear in the mobile phone. All the instructions of users could be operated in the touch screen.  The screen is getting larger and clearer, the screen iPhone 3 is 4.7 inches and the iPhone 6s is 5.5 inches. more content could be shown in a screen, which has met the expectation of customers.
  4. 4. The marketing and branding  To access to the internet easily  Traditional mobile phones have lots of problems accessing to the internet.  The iPhone has met the expectations of customers.  In order to decline the cost of data traffic, Apple Inc. corporates with the operators. With the iPhone, people could access to the internet anywhere and in anytime. So it was said that the iPhone has started the mobile internet era.
  5. 5. The marketing and branding  To support more functions • The basic function of traditional phone is call and message. • The iPhone has enriched the functions of mobile phone largely • Firstly, the personal-owned applications of iPhone support lots of functions • Secondly, the iOS operation system provides a platform for the applications of the third parties.
  6. 6. The technological affordance  The iOS operation system • The iOS operation system is the core advantages of iPhone. IOS created a platform for applications of the third parties. Much useful and widely used software develop its application
  7. 7. The technological affordance  The iCloud technology • The iCloud technology is a cloud data store service designed by Apple Inc. • Firstly; customers could store kinds of document in the iCloud, Which save the storage of hardware. • Secondly, the iCloud could keep the data update and backup its data in case of the loss of device.
  8. 8. The technology affordance  The Touch ID technology • The Touch ID tracks the owner’s fingerprint with the home key, which is different from each other. • When the users intend to enter the device or do some private operations, the Touch ID will identify the fingerprint of this user to ensure it's the owner of this iPhone (Apple Inc., 2015). • The Touch ID is widely used in the system or application entering and payment applications. It's a useful way to protect the private information and assets, which make the iPhone more exclusive
  9. 9. The technological affordance  The screen touch technology The multi touch technology The 3D touch technology  A vedio  http://www.apple.co m/iphone-6s/3d- touch/
  10. 10. The technological affordance  The Apple Pay technology • The apple pay technology is a mobile payment service equipped in the iPhone. (Apple Inc., 2015). • The apple pay will connect the customer’s credit or debit card with the function of online payment • Besides, with the wide use of apple pay, customers may not bring the cash or credit card with them. This brings lots of convenience for the micropayment.
  11. 11. The customer experiences  To support the business life
  12. 12. The customer experiences  To improve the lifestyle
  13. 13. The customer experience  To enjoy the casual time  To improve the education
  14. 14. The customers experience  To improve the communication quality • With the access to internet, iPhone also improve the communication function as a mobile phone. • With the Siri technology, users could instruct the iPhone through voice. • The Facetime make the communication face to face. • Beside, the voice call online is clearer and cheap than ordinary phones.
  15. 15. Conclusion  It has reviewed the marketing and branding strategy of iPhone  The success of iPhone lies in the exact understanding the customers’ expectation for a mobile phone, which is mainly the multi functions and access to internet.  It also reviewed the main technological affordances of iPhone. The technological innovation is the key reason for its success. These advanced technology has improve the customer experiences greatly.  The iPhone has identified the new generation of smart phone and start the era of mobile internet. To hold the leading position in the industry and keep the sustainable development, Apple Inc. needs keep tracking the expectation changes of customers and insist on the technological innovation

Notes de l'éditeur

  • The apple Inc. is a multinational corporation based in California. With the nearly 40 year’s developments, it has obtained the leading position in the mobile device and digital media industry. Its business range includes the smartphones, tables, computers, portable music players and software. The famous products include Apple TV, iWatch, iPhone, iPad, iPod, MacBook and so on.

    The iPhone series was first launched in 2007, with the new operation system and multi-touch technology; it identified the new smart phone and started the era of mobile internet. The sale of iPhone products keeps increasing since 2007. In 2011, it exceeded the sale of Nokia and occupied the first sale position in mobile phone industry. Apple Inc. keeps technological updating and launches new iPhone every year to improve the customer experience, in September, 2015; it launched the iPhone 6s and iPhone 6s plus
  • The traditional smartphone is operated in the keyboard; each key has single function, which is not so convenience for the users. A customer needs to operate a lot if he wants to use a function. Besides, the screen of phone is related small, it’s hard for customer to watch the content in the screen. The content of phone provides is limited. Customers expect the phone could be operated more easily.
    The iPhone is designed to overcome this problem. With the touch screen, customers could operate the phone in the screen directly; the response of screen is smooth and quick. The keyboard will not appear in the mobile phone, there is only a home key in the whole iPhone. All the instructions of users could be operated in the touch screen. Besides, the screen is getting larger and clearer, the screen iPhone 3 is 4.7 inches and the iPhone 6s is 5.5 inches. more content could be shown in a screen. Users could use the larger screen to see video or have a video call with other people. The appearance is simple and comfortable, which has met the expectation of customers.
  • In the internet time, the internet can provide people lots of useful information, which could help people to solve lots of problems. With the internet, people could shop online, playing online games and search information. But the traditional mobile phones have lots of problems accessing to the internet. People access to the internet mainly with computers. As a convenience portable devise, people expect it could access to the internet quickly, so that customers could use the internet more convenience
    The iPhone has met the expectations of customers. With the IOS operation system, lots of online application could be used in the iPhone, such as google online map, online shops and online messages. Besides, in order to decline the cost of data traffic, Apple Inc. corporates with the operators. With the iPhone, people could access to the internet anywhere and in anytime. So it was said that the iPhone has started the mobile internet era.
  • The basic role of a mobile phone is to communicate with others, the call and message is the most important part in traditional phones, and other functions are secondary, most of which are useless. As a portable and small device with people all day, customers expect it could support more functions.
    The iPhone has enriched the functions of mobile phone largely. Firstly, the personal-owned applications of iPhone support lots of functions, especially the business functions. The Notes and Reminders will help the users remember the important schedule; the stocks could help the users get to know the stock price at any time .The maps could provide the location information and routes in a short time. Secondly, the iOS operation system provides a platform for the applications of the third parties. Many interesting and useful applications could be provided to the customers through the App Stores, such as games and financial tools. The phone becomes more useful for customers.
  • The iOS operation system is the core advantages of iPhone, the bright points of iOS are simple, convenience and exclusive. IOS created a platform for applications of the third parties. Much useful and widely used software develop its application in the iOS operation system, such as the Facebook, Google Map, YouTube and WeChat. Besides, the iOS is exclusive, the applications and cookies should be provides through the app store. In this way, the computer virus is forbidden from the system, which could protect the private information of users effectively. Apple Inc. released the iOS 9 in September, 2015 (Apple Inc., 2015). With the new iOS 9, users could operate two applications in the same time.
  • The iCloud technology is a cloud data store service designed by Apple Inc. Firstly; customers could store the music, document, contact and other information in the iCloud, Which could save the storage of hardware, secondly, the iCloud could keep the data update and backup its data in case of the loss of device. Thirdly, with the iCloud technology, the user could share and translate the data across the entire apple devices including the iPhone, iPad, iPod, Apple TV and MacBook. Besides, the iCloud supports the function of Find My iPhone, in case of the loss of device
  • Since the iPhone 5s released in 2013, the iPhone devices have equipped the Touch ID technology. The Touch ID tracks the owner’s fingerprint with the home key, which is different from each other. When the users intend to enter the device or do some private operations, the Touch ID will identify the fingerprint of this user to ensure it's the owner of this iPhone (Apple Inc., 2015). The Touch ID is widely used in the system or application entering and payment applications. It's a useful way to protect the private information and assets, which make the iPhone more exclusive
  • For traditional smart phones, the screen touch technology is a revolution change. The apple Inc. keeps innovation on the touch technology, developing the multi-touch technology and 3D touch technology (Schneider, 2012). With the multi-touch technology, the users could operate the iPhone with two fingerprints, for an example, a user could magnify and shrink a photo with two fingerprints. With the 3D touch technology, the operation experiences of user become smother and more vivid.
  • The apple pay technology is a mobile payment service equipped in the iPhone, by now, it's only available in the USA and the UK (Apple Inc., 2015). The apple pay will connect the customer’s credit or debit card with the function of online payment, customers could pay for the trade or purchase through the apple pay. The apple pay may replace the wallet of customers. Besides, the apple pay also supports the store-issued card or the coupons. With the wide use of apple pay, customers may not bring the cash or credit card with them. This brings lots of convenience for the micropayment.
  • The iPhone and its iOS operation system have supported people’s business life. Firstly, many useful applications have provided lots of help, the Stocks provide the market information in time, with which, and users could conduct the trade anywhere. The schedule application record and remind the issues in time. With the Mail, customers could receive and send emails anywhere. With the Apple Pay, users don’t need take the cash or card with them, it make the purchase more convenient. Secondly, since that the iOS operation system is closed and exclusive, users needn’t worry about the loss or damage of their important business information. Besides, with the protection of Touch ID, users could feel safety about their business plans, business secrets and personal information.
  • The iPhone and the applications within it help people improve their lifestyle, making the daily life more convenient and interesting. Firstly, many life tool applications facility the life greatly, when a user get lost in a strange neighbor, turn on the google map, it will show your location and find a way out. You can book tickets with the help of certain application (Steetskamp, 2012). Besides, you can top the phone card, buy a lottery, check the weather, and book a restaurant seat with the help of applications. Secondly, many applications may help users shape their hobby and improve their interest on life. The photo camera could record the interesting moments, the photo application could shape the photo in a funny way; the Nike+ could record your exercise activities and encourage you to insist.
  • The iPhone and the applications within it have provided lots of fun for the casual time. With the Music and Video in iPhone, people could enjoy their casual time and loosen their pressure. Besides, there are lots of funny games for users to spend the casual time, such as the Angry Bird, and Plant vs Zombies. On the other side, there are also education applications provided with the iPhone, such as the iBook, users could read magazines and books with iPhone, many application designed for test also improve the effectiveness of learning.
  • With the access to internet, iPhone also improve the communication function as a mobile phone. With the Siri technology, users could instruct the iPhone through voice. The Facetime make the communication face to face. Beside the video information makes the communication more convenient. The voice call online is clearer and cheap than ordinary phones.
  • It has reviewed the marketing and branding strategy of iPhone, The success of iPhone lies in the exact understanding the customers’ expectation for a mobile phone, which is mainly the multi functions and access to internet. It also reviewed the main technological affordances of iPhone. The technological innovation is the key reason for its success. These advanced technology has improve the customer experiences greatly. The iPhone has identified the new generation of smart phone and start the era of mobile internet. To hold the leading position in the industry and keep the sustainable development, Apple Inc. needs keep tracking the expectation changes of customers and insist on the technological innovation.

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