5 thoughts on “Apple mobile phone market positioning analysis”

  1. By 2005, Apple's iPod sales soared, and 20 million units were sold at that time, which was amazing, which was 4 times the sales in 2004. This product is increasingly important for Apple's revenue, accounting for 45 % of the income of the year. At this time, Jobs asked Motorola's then president: "If you can only bring three things with you, what will you bring?" The latter replied: "The key, wallet and mobile phone, there is no ipod." This is also a place for Jobs. Jobs concluded: "The device that can grab our rice bowl is a mobile phone." The iPod's MP3 function can easily be integrated into the mobile phone. Once you listen to MP3 with your mobile phone, it becomes widespread, then the Apple will be trapped again immediately, so Apple You must enter the mobile phone as soon as possible. Jobs explained to the board that mobile phones began to be equipped with cameras, and the digital camera market was shrinking sharply. The same situation may also occur on the iPod, if mobile phone manufacturers begin to built -in music players in mobile phones. "Everyone takes a mobile phone with them, so there is no need to buy ipod."

    then in 2005, Jobs began to pay attention to mobile phones and ordered the company's technical staff to develop a mobile phone. Because Apple did not have the experience of developing mobile phones, he developed a POKR mobile phone with Motorola. Because the development concept of the two companies is different, it is a deformity and a deformity, but Jobs had a plan in his heart. He knew that Pokr would be a failure. He regarded this experience as the pavement of the mobile phone industry. Although Apple does not get any profits from the POKR mobile phone, in fact, they get everything they want to get from Motorola, including how to deal with mobile operators, how to develop a mobile phone, and how to attract consumers to buy their products. Apple has these valuable experiences. Starting from Pokr's failure, Apple has started to develop iPhone.

    iphone's product positioning: In Jobs, you can integrate the touched widescreen iPod, revolutionary new mobile phone, and integrate network communication equipment with a historical significance. To put it bluntly, it is a convenient mobile phone -like smartphone, that is, network smartphones. In other words, it is a good helper when people move. Because there is an App Store in the iPhone, and the total number of App Store has exceeded 500,000, so many applications can help consumers do many things. For example, you started the reminder function software. On the 15th of the next month, you need to pay the bank loan. When the time of the iPhone will remind you in advance; there is a word in English, and immediately enter the iPhone software online translation. The iPhone mobile phone is paid online; when it comes to strange places, use the map navigation brought by the iPhone. Where there is a bank, a hotel, a shopping mall, a police station, ... the applications in the iPhone can help you.

    . As Jobs said: In addition to providing us with basic call function services, the iPhone also provides a lot of more powerful functions in addition to people from all over the world. We have various functions of ipods. You can truly put the Internet device into your pocket. In addition, you can also send electronic mail anytime, anywhere to use the best Google map.

    is obvious. The iPhone is positioned as a mobile Internet device and is a mobile Internet. Its core function is a communication and digital terminal. It can be said that Apple combines ordinary mobile phones, cameras, touch wide -screen iPod music players and palm computers on the iPhone, especially the implantation of Apple's computer operating system, so that It already has the ability to run the programs other than music software and email, web browsing, search, and map functions. Reduce the function of mobile phones. Make the Internet in the post -Internet era -mobile Internet. Let people solve various problems when moving. This multifunctional combination provides users with a single feature beyond mobile phone or iPod.

    's target customer positioning: pursue fashionable young people, white -collar workers and business people. The price positioning of the iPhone is basically 4,000 to 8,000, which is a high -end mobile phone.

    The iPhone user characteristics in China: high education, high income, high -level. The survey shows that more than 70%of the iPhone's undergraduate and above degree, 60%of the monthly income of more than 5,000 yuan, most of which are high -level managers, professional and technical personnel and office staff in the enterprise.

    In fact, the target positioning of the iPhone also follows these types of people in the process of spreading in "The diffusion of innovation": innovators, early recipients, early followers, advanced followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers, and followers of the late stage. Host. It's just that due to the hot sales and popular iPod, Apple has stronger brand effects. The brand effect of Apple and Steve Jobs' celebrity effects make the target customer of Apple mobile phones. In addition to "innovatives" and "early recipients", the "early followers" also listed "early followers" as target customers. The listing of iPhone once again made a star -level portable digital product, which reached 1 million in 74 days. It was launched in July 2007 and became a sales champion in 2008. Now the iPhone's fourth -generation iPhone4 has a sales volume of 20 million units per quarter. This is not available on iPod products, this is also the energy that iPods gather for Apple!

  2. When the mobile phone positioning analysis is analyzed, the mobile phone needs to be evaluated according to the cost -effectiveness of the mobile phone and the parameters of its processor.
    This as the same price or the same processor and the same chip function, the price comparison is compared with the comprehensive market.

  3. The market positioning analysis of Apple mobile phones is when there are many people, and its crowd is also a relatively density.

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