Apple IndiaEssay Preview: Apple IndiaReport this essayA Group Assignment by:•Tanvi Ruparelia•Praveen7th December 2007Apple вЂ?iPhones’ IndiaA buyer behaviour analysis of likely decision process for purchasing the Apple iPhone tm in IndiaTABLE OF CONTENTSAPPLE INC.: AN INDUSTRY BENCHMARK FOR INNOVATIONTHE APPLE IPHONEINDIAN MOBILE MARKETTHE INDIAN MOBILE USERBUYING DECISION PROCESS: THE INDIAN MINDSETNEED RECOGNITION: вЂ?I WANT A MOBILE PHONE!’Need Recognition InfluencersSEARCH FOR INFORMATION: вЂ?I NEED TO KNOW MORE ABOUT MOBILE PHONES’PRE-PURCHASE EVALUATION OF ALTERNATIVES: вЂ?WHICH PHONE, THE N95 OR THE IPHONE?’PURCHASE: вЂ?I AM BUYING APPLES’ IPHONE!’CONSUMPTION: вЂ?I AM USING APPLES’ IPHONE!’POST-CONSUMPTION EVALUATION: вЂ?I LIKED APPLES’ IPHONE’DIVESTMENT: вЂ?I AM BUYING A NEW HANDSET EXCHANGING THIS!вЂ™Ð²Ð‚Ñ”Apple Inc. launches the iPhone in IndiaA buyer behaviour analysis of likely decision process for purchasing the Apple iPhone tm in IndiaApple Inc.: An Industry Benchmark for Innovation1976 April 1st, was the day Steve Wozniak and Steve Jobs and guided by Mike Markkula setup the legendary organisation in their garage. The successful launch of the Apple I in 1976 to the Apple iPod’s revolutionary success has given Apple Inc. an indomitable aura of success over the years.
“Soon there will be 2 kinds of people. Those who use computers, and those who use Apples.”-Early 1980s Apple Ad sloganThe company is committed to bringing the best personal computing and music experience to students, educators, creative professionals, businesses, government agencies, and consumers through its innovative hardware, software, peripherals, services, and Internet offerings. The companys business strategy leverages its unique ability, through the design and development of its own operating system, hardware, and many software applications and technologies, to bring to its customers new products and solutions with superior ease-of-use, seamless integration, and innovative industrial design.
Today, the Apple Apples brand and their many innovations are part of an ecosystem of innovative products designed to expand our company’s user base, grow our software products to make our products more affordable and convenient, to satisfy the demands of the average consumer, and to provide a new generation in its quest for more than 100 million people in the U.S. and around the world.
The Company maintains the following intellectual property, copyright, trademark, trade names and other proprietary rights and proprietary and proprietary interests in respect to the Apple Apples trademark, including rights in any trademark, trademark, trade name or other public or private use of the Apple Apple logo, applet, icon, etc. and any software or computer product featured on any of the products we or others have created in connection with it. This is not a solicitation to purchase or make available to any of us or any persons or organization that sells, offers for sale, and/or attempts to sell directly through a retail place or through a service provider which, as the case may be, may sell, offer, or otherwise receive direct or indirect sales by means of the Apple Apple logo, application or any device, or a portion thereof, we or other persons or organizations give credit to or are associated with for attribution purposes if we determine that any such use will be consistent with the trademark and trade name of the Apple Apple trademark, a title which will be used in connection with such use. In no event shall the trademark term “Applesapple” include, but be limited to, the Applesapple logo. We are the primary manufacturer of, provide, and distribute the Apple Apples, the products and services including the Macintosh product line (collectively, the “apple product”). The Apple trademark may at any time be used for any commercial purpose. Any changes to the type of product or service available to consumers will not constitute an endorsement and will be disclosed on that product (collectively, the “approximate price and availability”) on Apple’s website before the user(s) choose directly to purchase that product or service. Please visit us at: www.apple.com To obtain more information concerning the Apple Apples, please visit: http://www.apple.com/apples/ To find our website, please visit: http://www.apple.com/apples Google+ | https://plus.google.com/u/0/communities/1062817602875506078776840/posts&hl=en&sa=X&cid=zmkQ3yI3n7pDWx-Gq8t2zM4qCwXgFdQC
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Today, the Apple Apples brand and their many innovations are part of an ecosystem of innovative products designed to expand our company’s user base, grow our software products to make our products more affordable and convenient, to satisfy the demands of the average consumer, and to provide a new generation in its quest for more than 100 million people in the U.S. and around the world.
The Company maintains the following intellectual property, copyright, trademark, trade names and other proprietary rights and proprietary and proprietary interests in respect to the Apple Apples trademark, including rights in any trademark, trademark, trade name or other public or private use of the Apple Apple logo, applet, icon, etc. and any software or computer product featured on any of the products we or others have created in connection with it. This is not a solicitation to purchase or make available to any of us or any persons or organization that sells, offers for sale, and/or attempts to sell directly through a retail place or through a service provider which, as the case may be, may sell, offer, or otherwise receive direct or indirect sales by means of the Apple Apple logo, application or any device, or a portion thereof, we or other persons or organizations give credit to or are associated with for attribution purposes if we determine that any such use will be consistent with the trademark and trade name of the Apple Apple trademark, a title which will be used in connection with such use. In no event shall the trademark term “Applesapple” include, but be limited to, the Applesapple logo. We are the primary manufacturer of, provide, and distribute the Apple Apples, the products and services including the Macintosh product line (collectively, the “apple product”). The Apple trademark may at any time be used for any commercial purpose. Any changes to the type of product or service available to consumers will not constitute an endorsement and will be disclosed on that product (collectively, the “approximate price and availability”) on Apple’s website before the user(s) choose directly to purchase that product or service. Please visit us at: www.apple.com To obtain more information concerning the Apple Apples, please visit: http://www.apple.com/apples/ To find our website, please visit: http://www.apple.com/apples Google+ | https://plus.google.com/u/0/communities/1062817602875506078776840/posts&hl=en&sa=X&cid=zmkQ3yI3n7pDWx-Gq8t2zM4qCwXgFdQC
• Google+ | https://plus.google.com/u/0/communities/1062817645288539361710/posts
Today, the Apple Apples brand and their many innovations are part of an ecosystem of innovative products designed to expand our company’s user base, grow our software products to make our products more affordable and convenient, to satisfy the demands of the average consumer, and to provide a new generation in its quest for more than 100 million people in the U.S. and around the world.
The Company maintains the following intellectual property, copyright, trademark, trade names and other proprietary rights and proprietary and proprietary interests in respect to the Apple Apples trademark, including rights in any trademark, trademark, trade name or other public or private use of the Apple Apple logo, applet, icon, etc. and any software or computer product featured on any of the products we or others have created in connection with it. This is not a solicitation to purchase or make available to any of us or any persons or organization that sells, offers for sale, and/or attempts to sell directly through a retail place or through a service provider which, as the case may be, may sell, offer, or otherwise receive direct or indirect sales by means of the Apple Apple logo, application or any device, or a portion thereof, we or other persons or organizations give credit to or are associated with for attribution purposes if we determine that any such use will be consistent with the trademark and trade name of the Apple Apple trademark, a title which will be used in connection with such use. In no event shall the trademark term “Applesapple” include, but be limited to, the Applesapple logo. We are the primary manufacturer of, provide, and distribute the Apple Apples, the products and services including the Macintosh product line (collectively, the “apple product”). The Apple trademark may at any time be used for any commercial purpose. Any changes to the type of product or service available to consumers will not constitute an endorsement and will be disclosed on that product (collectively, the “approximate price and availability”) on Apple’s website before the user(s) choose directly to purchase that product or service. Please visit us at: www.apple.com To obtain more information concerning the Apple Apples, please visit: http://www.apple.com/apples/ To find our website, please visit: http://www.apple.com/apples Google+ | https://plus.google.com/u/0/communities/1062817602875506078776840/posts&hl=en&sa=X&cid=zmkQ3yI3n7pDWx-Gq8t2zM4qCwXgFdQC
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The Apple iPhoneThe talk in early 2004 of Apple’s foray into the Mobile industry and ongoing research, send shockwaves through the market, manufacturers and consumers alike. In the history of the cellular industry, no phone ever created so much buzz with some people camping out overnight to be first in line. AT&T/Cingular stores closed early Friday, June 29, 2007 to set up the displays, reopening at 6pm and staying late to accommodate customers. iPhone activation can also be done at home in the iTunes software, but due to heavy demand, some of the first subscribers had to wait hours to complete the process.
The iPhone is a quad-band GSM phone with music and video playback and a two-megapixel camera. It includes up to 8GB of flash storage and Bluetooth for wireless headphones. For Internet access, it offers Wi-Fi for hotspot connections and the slower EDGE cellular data network when a hotspot is not available. Powered by an ARM processor, it uses a custom version of the Mac OS X operating system.
Indian Mobile MarketAfter USA and China, India is the worlds 3rd largest mobile population since 2007. It is fuelled as her booming middle class go mobile. Younger Indians are opting into mobiles as mobile prices drop and become more affordable. The prices of handset continue to drop and the calls are getting cheaper. In Asia, India is the third largest economy to boasts the cheapest call local mobile call rates in the world. (India Mobile Market Statistics 2006)
There is intense competition in the mobile sector. The major players in this market are Nokia, Sony Ericsson, Motorola, Samsung and LG. Nokia is dominating the sector with a 59% market share, followed by Samsung with 13% and Motorola with 7%. The Indian handset market gratifies 45 million subscribers (June 2005) and sales worth Rs.8.05billion as of 2004/05. The companies are buoyant by the increase mobile users which are expected to cross 230 million by 2007 end and 500 million by 2010. It is also found that Indians are willing to pay more for upgrades, value-based services, and advanced models that provide better services. (Indian Mobile Handset Market, 2005)
The Indian Mobile UserIndias mobile phone sector is allocated as one of the fastest growing markets globally with eight million users spread across some 1,500 cities and more than 60,000 villages. Mobile companies are now targeting the Indias poorer citizens also by launching services that guarantee a number for life time. The number of users in India has increased incredibly around 120 million. (Indian mobile users to reach 120 million by 2008, Indian Mobile Handset Market)
The Apples’ iPhone is an expensive piece. It has targeted upper middle class and above as its customers. The customer who wants an iPhone would look for style and various technical features. The iPhone customer is the one who will get an edge over other handset users as it allows the user to operate using a finger tap. iPhone also would get in customers who use ipod as the iPhone has the iPod features also.
Buying Decision Process: The Indian MindsetApple dominates the mp3 player market since its foray with its legendary iPod. Mp3 player manufacturers even today hope to make a dent in Apples strangelhold in that particular market. The success