ROLE OF BUSINESS STRATEGY STRATEGY AND MARKETING PLANNING IN SUCCESSFUL LAUNCH OF NEW PRODUCTS; A CASE STUDY OF IPHONE LAUNCH
Abstract
This report tte!pts to sho" ho" #o!p$ies #$ %se &oo' (%si$ess strte&ies $' !r)eti$& p*$s to s%##ess+%**, *%$#h $e" pro'%#ts i$ this er o+ &*o(*i-tio$. "hi#h hs (ro%&ht "ith it $ i$#rese i$ #o!petitio$/ It %ses the #se st%', o+ iPho$e to i$0esti&te "h, so!e *%$#hes re so s%##ess+%* "hi*e others +i*/
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CONTENTS
A(str#t 1/ I$tro'%#tio$ 2/ Reso$s +or iPho$e3s S%##ess i$ A!eri# 2/1/ Co$s%!ers3 *e0e*/ 2/2/ Corporte *e0e*/ 2/4/ E$0iro$!e$t* F#tors 4/ Co!pri$& S%##ess o+ iPho$e i$ A!eri# "ith tht o+ E%rope 4/1/ Pri#e/ 4/2/ Crrier E5#*%si0it, 4/4/ L#) o+ 4G #p(i*it, 4/6/ Hi''e$ Costs/ 4/7/ So+t"re #o!pti(i*it,/ 6/
A +or!%*te' Strte&, $' Mr)eti$& P*$ +or E%rope
7/ Ho" App*es pri#i$& po*i#, is he*pi$& it #hie0e !r)et shre $' their strte&, o+ Droppi$& the pri#e/ 8/ Co$#*%sio$ Re+ere$#es
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1. Introduction
I$ this er o+ &*o(*i-tio$. #o!petitio$ hs i$#rese' si&$i+i#$t*, there(, s9%ee-i$& the #%sto!er (se o+ !$, #o!p$ies/ This #$ o$*, !e$ re'%#e' i$#o!e/ I$ or'er to re!i$ i$ (%si$ess !$, #o!p$ies h0e #o!e %p "ith 0rio%s !es%res to he*p i$#rese their re0e$%es/ O$e s%#h !es%re is the *%$#hi$& o+ $e" pro'%#ts/ Ne" pro'%#ts o++er i$#rese' s*es. pro+its $' #o!petiti0e stre$&th +or !ost #o!p$ies :Cpti$ Dr&hes#%. 2<1 7=/ A##or'i$& to :Cooper. 1>>6= s 9%ote' (, :Cpti$ Dr&hes#%. 2<17= !$, s%##ess+%* or&$i-tio$s s%#h s App*e $' ?@C o"e their +ort%$e to $e" pro'%#ts tht the, *%$#he'/ M$, ti!es tho%&h. the *%$#hes o+ $e" pro'%#ts %s%**, e$' i$ +i*%re/ Or&$i-tio$s there+ore $ee' to h0e proper strte&ies $' !r)eti$& p*$s +or their $e" pro'%#ts i$ or'er to s%##ee'/ This report "i** th%s see) to +i$' the reso$s +or the s%##ess o+ $e" pro'%#ts *%$#he' i$ *re', st%rte' !r)ets. "ith spe#i+i# i$terest i$ iPho$e3s s%##ess i$ the A!eri#$ !r)et/ It "i** *so i$0esti&te the reso$s "h, iPho$e #o%*' $ot t)e the s%##ess it re#or'e' i$ the A!eri#$ !r)et to the E%rope$ !r)et/ F%rther. the report "i** $*,-e ho" pp*e3s pri#i$& po*i#, is he*pi$& it to #hie0e !r)et shre $' "i** tr, to he*p it i$ +or!%*ti$& strte&, $' !r)eti$& p*$ +or E%rope/ The report "i** (e #o!pi*e' (, st%',i$& 0rio%s rti#*es 0i*(*e re&r'i$& s%##ess o+ $e" pro'%#ts *%$#hes. #o$#e$trti$& !ore o$ the o$es 'e*i$& "ith App*e3s iPho$e/ It "i** there+ore (e +o**o"i$& #se st%', !etho'o*o&, :Yi$. 2<<4=/ The +i$'i$&s #o%*' (e o+ &ret he*p to #o!p$ies p*$$i$& to *%$#h $e" pro'%#ts i$ the !r)et/
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2. Reasons for iPhone’s Success in America
Whe$ $e" pro'%#ts re *%$#he' i$ !r)ets tht re *re', st%rte'. !$, $*,sts %s%**, pre'i#t +i*%re/ This "s the #se "he$ App*e CEO Ste0e ?o(s $$o%$#e' i$ ?$%r, 2<< tht the, "o%*' (e &etti$& i$to the !o(i*e pho$e !r)et. "ith their re0o*%tio$r, !o(i*e pho$e. iPho$e/ The !o(i*e pho$e !r)et "s t the ti!e *re', 'o!i$te' (, (i& p*,ers *i)e. S!s%$& E*e#tro$i#s. No)i Corportio$. LG E*e#tro$i#s $' !$, !ore/ It there+ore s%rprise' !$, ho" iPho$e e$'e' %p (ei$& so s%##ess+%* 'espite (ei$& *te e$tr$ts/ The ter! s%##ess hs 'i++ere$t 'e+i$itio$s 'epe$'i$& o$ the sit%tio$ t h$'/ Ho" it is 'e+i$e' &ret*, i$+*%e$#es the reso$s +or the s%##ess o+ the *%$#h :Hrt. 1>>4=/ I$ or'er to %'&e "hether iPho$e "s s%##ess+%* set o+ s%##ess #riteri "ere 'e0e*ope'/ These s%##ess #riteri re; !r)et si-e. shre $' &ro"th rtes. 0er&e re0e$%e per %ser :ARPU= $' #h%r$ rtes $' #o$te$tser0i#es. s "e** s #o$s%!er stis+#tio$ $' !o(i*e %s&e :L%&ese$ Y%$. 2<1<=/ = Mr)et si-e. shre $' &ro"th rte/ The #r-e +or the iPho$e "s e0i'e$t +ro! the +#t tht App*e3s +$s +or!e' *o$& 9%e%es o%tsi'e App*e3s stores to e$s%re tht the, &ot it i!!e'ite*, +ter the *%$#h :Fhee!. 2<<=/ iPho$e #hie0e' stro$& !r)et shre si$#e its *%$#h. +ro! 6 !r)et shre i$ ?%*, 2<< to 4< i$ Septe!(er 2<<> :L%&ese$ Y%$. 2<1<=/ It *so re#or'e' &ro"th i$ s*es (et"ee$ the perio' o+ ?%$e 2<< $' ?%$e 2<</ (= ARPU $' Ch%r$ Rtes/ The, re %se' s s%##ess i$'i#tors (%t !ost*, i$ the te*e#o!!%$i#tio$s i$'%str,. $' "he$ #o$si'ere' i$ this #se. iPho$e #$ (e si' to (e s%##ess+%*/ This is (e#%se ATT re#or'e' $ i$#rese i$ the $%!(er o+ s%(s#ri(ers +ter the *%$#h o+ iPho$e/
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#= Mo(i*e %s&e/ I$ the !o(i*e pho$e i$'%str,. (%,i$& *o$e 'oes $ot i$'i#te s%##ess/ The, !, (e (%,i$& it +or other %ses rther th$ the pri!r, %se. "hi#h is +or #o!!%$i#tio$/ Fro! the +#t tht !ore (%,ers "ere %si$& the iPho$e +or i$ter$et s%r+i$& $' #**i$& represe$te' s%##ess/ '= Co$te$t $' Ser0i#es/ Wht the pho$e is (*e to &i0e the #o$s%!er 'eter!i$es its s%##ess/ App*e &i0es its #%sto!ers 1 ,er "rr$t, +or their iPho$e/ e= Co$s%!er Stis+#tio$/ M$, #o$s%!ers i$ter0ie"e' e5presse' their stis+#tio$ "ith iPho$e (e#%se the +et%res "ere "or)i$& proper*,/ A+ter $*,-i$& ** these #riteri. "e #$ #o$#*%'e tht iPho$e *%$#h "s s%##ess+%*/ B%t "ht +#tors #o$tri(%te' to this s%##ess These +#tors #$ (e #te&ori-e' i$to three !or *e0e*s; #o$s%!ers3 *e0e*. #orporte *e0e* $' e$0iro$!e$t* +#tors/ 2/1/ Co$s%!ers3 *e0e*/ This ppro#h +o#%ses o$ +#tors tht re*te to the #%sto!ers/ The, i$#*%'e 'e!o&rphi#s. #o$s%!er pre+ere$#e $' #%*t%re/ = De!o&rphi#s App*e trie' to tr&et #erti$ &ro%ps "ith its iPho$e/ A##or'i$& to 'i++ere$t st%'ies. iPho$e %sers re pre'o!i$$t*, !*e o+ (et"ee$ 2747 ,ers. #o**e&e &r'%tes $' h0e hi&her i$#o!e/ I$ $other st%',. o0er 7< o+ iPho$e %sers re (e*o" the &e o+ 4< $' re !e!(ers o+ e$terti$!e$t. s#ie$ti+i# $' i$+or!tio$ pro+essio$ :R%(i#o$. 2<<=/ O0er < o+ iPho$e %sers h0e *so %se' other iPho$e pro'%#ts (e+ore/ B, re'%#i$& the pri#e o+ iPho$e. App*e "s *so tr&eti$& #o$s%!ers "ith s*i&ht*, *o" i$#o!e/ (= Co$s%!er pre+ere$#e Co$s%!ers pre+erre' !o(i*e pho$es "ith &reter #p(i*ities :F%$). 2<<<=/ App*e 'i' e5#t*, this (, pro0i'i$& pho$e "ith (oth iPo' $' s!rtpho$e e5perie$#e. to e$(*e #o$s%!ers to (e e$terti$e'. s%r+ the i$ter$et $'
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sti** (e (*e to !)e #**s/ This &ret*, #o$tri(%te' to the s%##ess o+ iPho$e i$ the A!eri#$ !r)et/ #= C%*t%re iPho$e p%r#hse $' %s&e "s 0ie"e' s si&$ o+ hi&her so#i* stt%s '%e to its sophisti#tio$ $' pri#i$&/ M$, #o$s%!ers there+ore (o%&ht it to i'e$ti+, "ith this stt%s &i0i$& it h%&e s%##ess/
2/2/ Corporte *e0e*/ I$ this *e0e*. the +o#%s shi+ts to the #o!p$, strte&ies/ The +o%r !or 'e#isio$!)i$& res. pro'%#t. pri#e. p*#e $' pro!otio$. re 'is#%sse'/ The, re #**e' !r)eti$& !i5 strte&ies/ = Pro'%#t/ A pro'%#t si!p*, re+ers to &oo's $' ser0i#es/ Pro'%#t %$i9%e$ess. o++eri$& 9%*it, $' +et%res tht the e5isti$& pro'%#ts *#)e'. $' pro'%#t '0$t&e he*pe' !)e iPho$e s%##ess+%*/ The !%*ti to%#h s#ree$ o+ 4/7 i$#hes. *o"er "ei&ht o+ 147&r!s. thi$$er si-e $' the hi&h !e!or, #p#it, "ere so!e o+ the +et%res tht !'e iPho$e %$i9%e/ I$ ''itio$. iPho$e h' the '0$t&e o+ (ei$& (*e to pro0i'e the #o$s%!er "ith r$&e o+ 'i++ere$t #ti0ities. *i)e e$terti$!e$t. "e( (ro"si$& $' 0i'eo re#or'i$& tht other s!rtpho$es #o%*' $ot pro0i'e ** t o$#e/ (= Pri#e/ It is the !o$etr, 0*%e tt#he' to pro'%#t/ Pri#e is &e$er**, ss%!e' to represe$t 9%*it,. '0$t&es $' %$i9%e$ess o+ pro'%#t/ Whe$ iPho$e "s *%$#he' i$ ?%$e 2<<. the 6GB 0ersio$ "s pri#e' t US6>> $' the GB 0ersio$ t US7>> i$ ''itio$ to e$teri$& i$to #o$tr#t "ith the ATT !)i$& it
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0er, e5pe$si0e/ I$ Septe!(er 2<<. ?o( $$o%$#e' steep pri#e #%ts !)i$& the GB 0ersio$ to se** t US4>> $' $e" 18GB 0ersio$ to reti* t US6>>/ App*e %se' s)i!!i$& $' 0ersio$i$& strte&,. pri#i$& hi&h to !)e hi&h pro+its +ro! er*, (%,ers the$ re'%#i$& the pri#e *ter to i$#rese #%sto!er (se. "e** to !)e iPho$e s%##ess+%* *%$#h/ #= P*#e/ It is the 0i*(i*it, o+ the pro'%#t to #o$s%!ers t #o$0e$ie$t p*#e/ With their prt$ers ATT se**i$& the iPho$es i$ their o0er 1<<< stores $' "ith the est(*ish!e$t o+ the App*e stores #ross the US. App*e e$s%re' tht the pho$e "s 0i*(*e to their &ro"i$& #%sto!ers t #o$0e$ie$t p*#es/ This i$ t%r$ *e' to its s%##ess/ '= Pro!otio$/ This si!p*, re+ers to !r)eti$& $' (r$'i$& o+ pro'%#t/ App*e #rete' (%-- +or its iPho$e (, s*o"*, re*esi$& the 'eti*s (o%t the pro'%#t !ost*, thro%&h the "or' o+ !o%th !r)eti$& :Fhee!. 2<<=/ I$ A#'e!, A"r's 2<<. App*e *%$#he' $ '0ertise!e$t "ith t&*i$e he**o3/ It strte' "ith $ o*' pho$e ri$&i$& "ith 'i++ere$t #tor $s"eri$&/ It e$'s "ith 0is%* o+ the iPho$e/ It is there+ore $ot s%rprise tht iPho$e &ot the !r)eter o+ the ,er "r' +o**o"i$& its *%$#h/
2/4/ E$0iro$!e$t* F#tors These re !i$*, re&%*tor, +#tors/ App*e so*' their pho$es *o#)e' there(, t,i$& the #o$s%!ers to o$*, o$e #rrier. ATT i$ the US/ Thro%&h this re&%*tio$ App*e is (*e to !)e pro+its e0e$ +ter s*e thro%&h the #o$tr#t%* &ree!e$t "ith ATT/
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There+ore. i$ 0ie" o+ ** these +#tors. "e #$ %st #o$#*%'e tht the !i$ reso$ +or iPho$e3s s%##ess i$ A!eri# "s 'o"$ to their s%perior (%si$ess strte&, $' !r)eti$& p*$/ App*e "s (*e to #o!(i$e ** these +#tors to their '0$t&e/ 3. Comarin! Success of iPhone in America "ith that of Euroe
A+ter re#or'i$& &ret s%##ess i$ A!eri#. iPho$e 'e#i'e' to e5p$' their !r)ets $' *%$#h iPho$e i$ E%rope/ I$ No0e!(er 2<<. App*e *%$#he' iPho$e i$ three !or E%rope$ !r)etsJ Fr$#e. Ger!$, $' the UK/ I$iti* i$'i#tors sho"e' so!e s%##ess (%t *ter s*es re'%#e' 'e$,i$& it the s%##ess it h' e$o,e' i$ A!eri#/ This "s '%e to the +o**o"i$& +#tors; 4/1/ Pri#e/ Whe$ iPho$e +irst *%$#he' i$ E%rope. it "s 0i*(*e t pri#e o+ US788 i$ the UK. US7 i$ Ger!$, $' US617 i$ Fr$#e/ A*tho%&h the hi&h pri#es 'i' $ot 'eter er*, #%sto!ers +ro! (%,i$&. it &ret*, i$+*%e$#e' its s%##ess/ M$, peo p*e #o%*' $ot ++or'/ This +or#e' App*e to re'%#e the pri#e o+ iPho$e (, 1<< po%$'s/ 4/2/ Crrier E5#*%si0it,/ Li)e i$ the US "ith ATT. App*e #hose to #o**(orte "ith other #rriers i$ E%rope/ The, #hose TMo(i*e i$ Ger!$,. Or$&e i$ Fr$#e $' Te*e+o$i# O2 E%rope p*# i$ the UK/ This "s so!ethi$& %$#o!!o$ i$ E%rope si$#e the, "ere %se' to "or)i$& "ith $, opertor o+ their #hoi#e/ F%rther. the *"s i$ E%rope pre0e$te' s%#h rr$&e!e$ts to prote#t #o$s%!ers +ro! (ei$& +or#e' to %se pro'%#t the, 'o $ot *i)e (e#%se the, h' p%r#hse' $other o$e the, *i)e'/ This pro0e' #h**e$&e to iPho$e/
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TMo(i*e *so o++ere' to se** the pho$e to #o$s%!ers "itho%t $, #o$tr#t i$ 0ie" o+ the *"s%it +i*e' (, @o'+o$e Gro%p P*#/ I$ the e$' the, 'e#i'e' to o++er the %$*o#)e' 0ersio$ (%t t hi&her pri#e/ 4/4/ E5iste$#e o+ &re, !r)et/ B, Fe(r%r, 2<<. App*e h' so*' o0er 4/ !i**io$ iPho$e "hi*e ATT h' o$*, #o$$e#te' 2 !i**io$/ This !e$t tht ro%$' 1/ !i**io$ "ere %$##o%$te' +or/ The o$*, possi(i*it, "s tht the pho$es "ere %$*o#)e'/ This !'e App*e to *ose !i**io$s o+ 'o**rs i$ re0e$%e/ 4/4/ L#) o+ 4G #p(i*it,/ E%rope !i$*, %se' 4G $et"or) $' (e#%se iPho$e o$*, %se' EDGE $' WiFi. it re'%#e' its ppe* i$ the E%rope$ !r)et/ To #o%$ter this. App*e *%$#he' 4G iPho$e i$ A%&%st 2<</ 4/6/ Hi''e$ Costs/ C%sto!ers #o%*' $ot #h$&e the (tteries o+ iPho$e the!se*0es $' h' to se$' the! (#) +or rep*#e!e$t. "hi#h "s rther e5pe$si0e/ This "s $ot ppe*i$& si$#e it !e$t re!i$i$& "itho%t !o(i*e pho$e +or *o$& ti!e $' i$#%rri$& shippi$& #hr&es too/ App*e trie' to so*0e this (, **o"i$& so!e o0erses #o!p$ies. !$, o+ "hi#h re spe#%*te' to (e Ti"$ese. to s%pp*, the prts $' sse!(*e the iPho$e :Mi#)*o"s)i. Mi#)e*so$ Ke*t&e$. 2<1<=/ 4/7/ So+t"re #o!pti(i*it,/ #.
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Proosition of $o" A%e shou%d &ormu%ate Strate!' and (ar)etin! P%an for Euroe
Strte&, $' !r)eti$& p*$ re i!port$t +#tors +or the s%##ess o+ $, #o!p$,/ I$ or'er to (e s%##ess+%* i$ E%rope *i)e the, h0e (ee$ i$ A!eri# the, $ee' to #o$si'er 0rio%s iss%es i$ their strte&, $' p*$/ These !, i$#*%'e; = Co!petitors/ App*e3s !or #o!petitors i$ E%rope re No)i. HTC. S!s%$& $' B*#)Berr,/ The, $ee' to *er$ stre$&ths $' "e)$esses o+ these #o!petitors to "or) to their '0$t&e (= Tr&et !r)et/ App*e $ee's to #*er*, i'e$ti+, "ho their tr&et !r)et i$ E%rope re $' "or) to"r's stis+,i$& their $ee's/ Fro! the #se st%',. the tr&et !r)et is o(0io%s*, ,o%$& peop*e o+ (et"ee$ 2747 ,ers o+ &e. #o**e&e &r'%tes $' "ith hi&h i$#o!e/ #= Mor Go*s $' O(e#ti0es/ App*e sho%*' set o%t #*er o(e#ti0es o+ "ht the, "$t to #hie0e i$ the E%rope$ !r)et $' "or) to"r's tti$i$& the!/ The $%!(er o+ pho$es the, $ee' to se** o0er #erti$ perio' $' the !r)et shre the, "$t to tti$ sho%*' (e )$o"$/ '= SWOT $*,sis/ App*e $ee's to $*,-e their stre$&ths. "e)$esses. opport%$ities $' threts "e**/ The, ** i$0o*0e pprisi$& the stt%s 9%o s pre'i#te to 'eter!i$i$& p*$$i$& &o*s $' setti$& 'e0e*op!e$t* priorities :H$se$. 2<<=/ e= Strte&i# Prt$erships $' A**i$#es/ App*e $ee's to !)e )e, strte&i# **i$#es "ith i!port$t p*,ers i$ te*e#o!!%$i#tio$s i$'%str, i$ E%rope/ This "i** re'%#e #osts o$ #erti$ #ti0ities/ For e5!p*e. h0i$& prt$ers to sse!(*e iPho$e i$ E%rope or e$teri$& i$to prt$erships "ith #rriers/ += F%$'i$&/ The #o!p$, $ee's to esti!te the !o%$t o+ !o$e, the, re &oi$& to $ee' i$ or'er to %$'ert)e 0rio%s #ti0ities i$ their !r)eti$& p*$/ F%rther the, $ee' to i'e$ti+, the so%r#e o+ the +%$'i$&/ &= *. $o" A%es ricin! o%ic' is he%in! it achie+e mar)et share and their strate!' of ,roin! the rice.
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Pri#e is 0er, i!port$t 0ri(*e o+ !r)eti$& !i5 strte&ies/ It 'ire#t*, ++e#ts the 'e!$' o+ pro'%#t $' the pro+it(i*it, o+ #o!p$,/ I$ !$, #ses. #%sto!ers re*te the pri#e o+ pro'%#t to its 9%*it,/ I$ re* se$se tho%&h. other e9%**, i!port$t +#tors ++e#t pri#e/ The, i$#*%'e. #o!petitors pri#i$&. #ost o+ pro'%#tio$. #o$tro*s "here pri#es re +i5e' thro%&h stt%tes $' re&%*tio$s. tr&et !r)et $' !$, !ore/ Proper #re sho%*' (e t)e$ i$ +or!%*ti$& &oo' pri#i$& po*i#,/ Whi*e pri#i$& pro'%#t or ser0i#e !, see! si!p*e pro#ess. it is $ot/ Goo' pri#i$& strte&ies is %s%**, (se' o$ so%$' ss%!ptio$s !'e (, !r)eters :B%r$ett=/ O$e thi$& tht hs !'e App*e so s%##ess+%* is their pri#i$& po*i#,/ I$ the #se o+ iPho$e. the, %se' the s)i!!i$& $' 0ersio$i$& strte&, to 'eter!i$e the pri#e/ = S)i!!i$& $' @ersio$i$& strte&ies/ S)i!!i$& is hi&h pri#i$& o+ so!e pro'%#ts i$ or'er to !)e !5i!%! &i$s +ro! the i$iti* (%,ers/ This strte&, is o+te$ %se' "he$ $e" pro'%#t is i$tro'%#e' i$to the !r)et. $' is i$ &ret 'e!$' :M%so$er N'&ii!$=/ @ersio$i$& is pri#i$& strte&, tht #hr&es #%sto!ers 'i++ere$t pri#es +or the s!e pro'%#t or ser0i#e/ D%ri$& the *%$#h o+ iPho$e i$ ?%$e 2<<. App*e #hr&e' their pho$es hi&h*,/ The 6GB 0ersio$ reti*s t US6>> "hi*e the GB 0ersio$ reti*s t US7>> / Despite the hi&h pri#es. #%sto!ers !)e *o$& 9%e%es to p%r#hse iPho$e/ This e$(*es App*e to !)e !5i!%! pro+its +ro! the er*, (%,ers/ I$ Septe!(er 2<<. ?o(s $$o%$#e' steep pri#e #%ts "ith the GB 0ersio$ reti*i$& t US4>> $' the $e" 18GB 0ersio$ reti*i$& t US6>>/ This !o0e !'e iPho$e !ore ++or'(*e there(, i$#resi$& s*es $' o0er** i$#o!e/ Droppi$& the pri#e "s there+ore &oo' strte&, si$#e it i$#rese' s*es/
11
-. Conc%usion
L%$#hi$& $e" pro'%#ts i$to the !r)et. espe#i**, o$es "ith (i& p*,ers *re',. #$ so!eti!es pro0e to (e 0er, 'i++i#%*t/ A##or'i$& to 'i++ere$t st%'ies. !ore th$ 7< o+ $e" *%$#hes +i*/ With &oo' strte&, $' p*$. $e" *%$#hes #$ (e s%##ess+%*/ Fro! the #se st%', o+ iPho$e. "e see App*e e$teri$& the !o(i*e pho$e i$'%str, so *te/ The !o(i*e pho$e !r)et is *re', +i**e' "ith (i& p*,ers *i)e No)i. S !s%$&. LG. Motoro* $' !$, !ore/ M$, $*,sts 'i' $ot &i0e the! #h$#e o+ s%##ee'i$&/ With &oo' (%si$ess strte&, $' !r)eti$& p*$. iPho$e "s (*e to #r#) the !o(i*e pho$e !r)et/ It &re" so +st tht "ithi$ +e" ,ers it is $o" e!er&i$& s o$e o+ the *e'i$& (r$'s i$ the !o(i*e pho$e i$'%str,. to the s%rprise o+ !$,/ App*e3s (i*it, to st%', "ht the #o$s%!ers $ee'e' $' pro0i'i$& the! i$ o$e 'e0i#e pro0e' to (e so s%##ess+%*/ iPho$e "s #o!(i$tio$ o+ s!rtpho$e. "ire*ess i$ter$et #o!!%$i#tio$ 'e0i#e. iPo' $' PDA. #o!p%ter $' #!er/ This 'i++ere$tite' it +ro! the other s!rtpho$es i$ the !r)et t the ti!e !)i$& #o$s%!ers to i'e$ti+, "ith it 'espite the hi&h pri#e/
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Re+ere$#es
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