The expanding range of smart handheld devices
A surv
t
ey conducted by Rubicon Consulting
69
confirms the most optimistic predic-
rich profits for mobile oper
ions: the iPhone is revolutionizing the use of smartphones and is generating
m
as O2
70
, T-Mobile
71
, Orange
ators that ha
72
, Telefónica
ve purchased its distribution rights, such
, etc. It will also be an important
to consumers.
agnet for attracting users from the competition and for selling other products
The iPhone is breathing new life into the mark
this situation, all the oper
competitor and are dev
ators are preparing str
et and increasing competition. In
ategies to take on this tough
providing cheaper data services (see Figure 21).
eloping a number of handsets with similar functions and
Samsung F700 HTC Touch LG Voyager CECT P168
Meizu M8 LG Prada Google G1
Source: drawn from the conclusions within the Future T
Figure 21. In the iPhone’s footsteps.
rends Forum.
increase sales bey
In the medium term, if Apple and the operators distributing it want to continue to
handsets hitting the mark
ond early adopters and differentiate their product from the new
new wa
et, possibly at a lower price, they will have to invent
consumers about the adv
ys of offering the added v
antages of ha
alue represented b
ving unlimited access to data services.
y the iPhone, and educate
4.3. A new horizon for innovation in mobile applications
Challenges for the Mobile Industry.
69
The Apple iPhone: Successes and
Rubicon Consulting. March 2008.
The mobile sector has alw
Handsets have been sold with closed applications and settings that were difficult
ays been an area closed off for users and developers.
70
O2:
http://www.o2.com/.
t
71
T-Mobile:
http://www.t-mobile.com/.
manufacturers and other actors in the sector in order to create applications and
o change, which forced developers to enter into agreements with operators,
promote them. This situation w
72
Orange:
http://www.orange-es.com/. trend is now changing.
as restricting innovation in this area, but the
© 2008 Fundación de la Innovación Bankinter. All rights reserved.
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