The expanding range of smart handheld devices
lighted the important role that oper
three continents. What is new about these agreements is that they ha
fact, Apple has reached very lucrativ
ators can pla
e agreements with the main oper
y in the sale of a handset. In
v
ators on
Apple greater control over the design, sale and medium, as
e given
profits.
well as a share in
The iPhone is the dream of an
F
which w
ebruary 2008, its launch in Spain w
y mobile handset manufacturer or oper
as enough for Telefónica
65
to receiv
as announced for June/July of that y
ator. In
e more than 300,000 orders in ad
ear,
65
Telefónica:
www.telefonica.es.
vance for a 3G iPhone in the United Kingdom and Spain. On the day it hit the
-
market, hundreds of people lined up at the points of sale
66
.
A
66
rticle: “300.000 pre-registros en
Mundo Mac. 25/06/2008.
Telefónica para el iPhone 3G”.
3/04/2008. Article: “
67
International Business Times.
for
Apple
. The iPhone has shown how a handset can change users’ consumer habits b
has undoubtedly developed the product that many people were waiting
Users Do All But Ta
Apple iPhone becoming a medium for man
y
http://www.ibtimes.com/articles/2
lk”.
0
surfing the Internet, w
rimm.htm
080403/apple-iphone-ipod-
.
According to a study conducted b
ery
atching television, etc. It is increasing usage of data serv
y of their daily activities, such as checking email,
ices, which is what ev one in the telecommunications mark
y iSuppli
67
et was waiting for
-
.
of use on calls, compared to the
68
They spend 46.5% of their time less time on making calls
71.7% reported for users of other
mobile handsets.
as reading email, connecting to the Internet, looking at videos, photos, etc. (see
68
. However, they use it more for other functions such
, iPhone users spend proportionally
Figure 20).
80%
70%
60%
50%
40%
30%
20%
10%
0%
Voice SMS and MMS E-mailing Internet Use Music Use Game Playing Other uses
Apple iPhone Overall Average
Figure 20. iPhone Time Usage Breakdown for U
Source: iSuppli Corporation, April 2008.
.S. Consumers.
© 2008 Fundación de la Innovación Bankinter. All rights reserved.
51
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