Technology involved:
Mobile calls and SMS texts, MP3 player, Wi-Fi internet, digital camera, MP4 player, radio, software roadmap/satellite navigation, TFT LCD Screen, touch screen.
This converged item is not only replacing but compiling a single unit which has the functions of many different accessories that have led the way previously. This iPhone not only replaces older mobile phones which are not as stylish and modern, it replaces; satellite navigation units, MP3 and MP4 players, the laptop/pager, the digital cameras. This one unit provides many functions and is therefore an example of CONVERGENCE. This is significant as this unit makes all of these features portable in one unit and therefore makes much less hassle for the buyer. Also this miniaturises some features, such as the Laptop which can be a handful, now into a slim pocket sized unit! The iPhone has dimensions of ...
Media Content:
iPhone can sort thorugh media library in a non-linear format allowing audiences to diversify their experience.
The iPhone allows users to purchase and download songs from the iTunes store directly to their iPhone over Wi-Fi, with the iTunes Wi-Fi music store, but not over the cellular data network. This is an example of vertical integration as Apple is forming a synergy (between products) across technologies, which encourage audience loyalty to the institution.
Apple developed an iPhone application for accessing Google's maps service in map or satellite form, while providing optional real-time traffic information. Apple also developed a separate application to view YouTube videos on the iPhone.-IMMEDIACY
Text messages are chronologically presented, with recipient replies grouped. The iPhone currently has built-in support for e-mail message forwarding, drafts, and direct internal camera-to-e-mail picture sending. These features allow much faster communication and provide instant gratification.
The iPhone overcomes the physical limitations of screen size by letting the user zoom into sections of a page with a double tap. This and the innovative new software which provides a touch screen interface, makes calls and listen to music much faster and simpler. It is a fully functional music and video player and syncs with iTunes. –QUALITY OF EXPERIENCE
The motion sensor/acceleroemter detects when you rotate the iPhone and automatically changes the contents of te display, so immeditately entire width of webpage or photo is in proper landscape aspect ratio. This improves the quality of the audiences experience immediately .
The iPhone’s widgets (small application) give helpful info. E.g. weather reports, stock reports. -IMMEDIACY
YouTube player:
This allows the audience to access and browse YouTube videos wherever they go. The portability of this website allows the audience to instantly gratify their needs and shows symbiotic relationship between Apple and Youtube. The audience can also send links of the videos to their friends via email which shows that the convergence of the internet.
Target audience:
The target audience is not clear as the range of function means that it can appeal to many audiences. I think in particular this would appeal to teenagers and city commuters who live really busy lifestyles and would like to be able to use many features on the go. I think also this would appeal to affluent city workers or at least those with a higher disposable income as the product is £269.
I think this product appeals to the younger generations who are confident with using up to date technologies and like to keep up to date with the latest trends. Also this product is a convergence of lots of technologies and so the audience must be a tech savvy person who understands how to use each feature. I also think this is primarily targeted to males, with regards to the stereotype that men like their technology and gadgets.
Institutions: APPLE
Apple has Symbiotic relationship between – Google (YouTube), O2 in UK, Starbucks. Mobile phone operator O2 has exclusivity to sell Apple's iPhone in the UK. The agreement with O2 is reported to include Apple receiving a continuing share of the revenue generated for the network operator.
New for Apple is mobile phoning and so the iPhone allows them the opportunity to gain a market share.
Some flaws in the devices, but like the iPod, the iPhone will force every other competitor in the market to raise its game otherwise will be squeezed out the market.
Key Concepts: CONVERGENCE, IMMEDIACY, QUALITY, MINITURISATION
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