Sheet 1
Symbian, Google & Apple in the Mobile Space (A)
  Symbian, Google & Apple in Mobile Space
    mobaility is main thing that effect the evolution of Internet
    Phone has many function aside being treat as e-mail device
    Apple's phenomen rise in smart phone while Symbian licencees cannot increase it's market price
    Apple bring additional threat where the high-speed 3G network were well establish and provide us with many application
    Google introduce 'Open Handset Alliace
    They offered tremendous brand recognition and giving the organization instant credibility
    Symbian should backup it's strategy to match and surpased other mobile device from factor and capabilities
  Symbian History
    Developed by PSION
    1984 PSION released Organiser
    1997 PSion launced EPOC operating system
    1996 Microsoft launched 1st version of it's Windows CE Operating System for PDA
    3COM's Palm Pilot launched its simple user interface and effective synchronization with desktop PCs
    Palm & Windows CE PDA share Psion's expenses
    1998 Psion form a joint venture to licence the EPOC software to device manufacture
    1999 Matsushita joint the group
    2001 Symbian create OS v6.0
    2006 Symbian celebrated more than 100 milliom handset shipped by 10 different vendors
    2008, Symbian employed about 1500 people and Symbian licencees
  The Mobile Industry Value Chain
    Network Operators
      about 700 mobile network oerators (MNO) offered wireless voice and data serice as of early 2008
      end of 2007, 10 largest MONs served 27% of worldwide mobile subscribers
      Voice services and text-based "short messaging service" (sms) provide about 90% of revenues for most MNOs
      Data & Internet services offered in Japan and Korea
    Handset Manufacturers
      January 2008 Nokia remained the world's largest manufacturer of mobile phones with a global device market share above 40%
      Other mobile phone- Samsung (14%), Motorola (14%), Sony Ericsson (9%), LG(7%)
    Mobile Operating System (OS) providers
      Mobile software divided into high-end and lower--end segment
      Lower-end phone typically supported text messaging and text-based content option
      High-end smartphone offered a wider range of services
        e-mail
        mobile transaction
        personal information management
        rich content services
          MP3 downloads
          streaming video
        built-in digital cameras
        wireless connectivity to PC's
        other devices equipped with Bluetooth connections
    Content providers and aggregators
      Mobile content providers
        news
        entertainment
        local informantion
      other content providers offered mobile access to materials already available in web
      content a highlight of new device
      offer music subscription service
    Application Developers
      offered smart phone application - specialize markets
      mobile app were simplified versions of services already accessible through Internet - connected PCs
      OS markers invested significant resources in software development tools, education and reference material and developers support forums
    The shifting balance of power
      Apple's iPhone shifted power from network operators towards Apple the platform providers
      Google approaches also challenge the power of network operators
  3G, 4G and Beyond
    Digital wireless data communications developed through a series of generations
    Beginning in 1991, fastest widely-used data standard was 2G- rates 14.4kbps
    2001, had progressed to 2.5G with speed up to 172 kbps
    Next, 3G which offered broadband transmission speed - rate 1mbps
    Japan and Korea where 3G had launched first
    Fourth generation - wiMax
      provide 20Mbps to 49Mbps
  Symbian OS
    Layers
      OS kernel
        provide interface to device hardware
      System layer
        integration between wireless communications & computing technologies
      application engine
        standard system for messaging, contact management,calender , word processing & spreadsheet
    Differentiate their products interfaces while retaining a common OS core
    help application developers reuse code
      design components that run on multiple licences' interfaces
    allow each licencee to develop it's own- unique interfaces(UI)/ to licencee a user interface from a third party
    develop scratch for mobile application
  Symbian's Strategy
    Build relationship with handset manufacturer's product development teams
    strong relationship with it's growing network of application developers
    Providing support for developers
      developers access source code & API through BAK
    provide extensive developer support in form of education & reference material, development toll & support forums
  Symbian's Competitors
    Microsoft
      entered mobile phone industry late
      no experience with mobile phone software
      had significant as a late arriver to sector ranging from word processing to server software to internel
      improved phone reliability and performance
      building alliance with wireless network operators & phone manufacturer
      tailored its mobile software to enterprise customers, leveraging Microsoft's strengths in corporate desktop computing
      enjoyed the support of a large network of third party PC developers who could potentially build application for Windows Mobile
      found it difficult to convince Symbian's licencees- shareholders to use Windows Mobile in their phone
    Palm
      struggled with the transition from handled organizer to smartphone and palm's worldwide smartphone market share dropped to just 80% in 2007
      Palm centro gained share thanks to it low price & user-friendly interface, boosting palm's market share back to 13% as of early 2008
      Palm's OS strategy was somewhere erratic
      Palm's spun off its software unit into a separate company
      Palm become a regular licencee of palm OS
    RIMM
      as a developer of its always - on mobile e-mail devices
      developed the 1st Blackcerry smartphone - achieving critical aclaim for an unprecedented combination of voice capabilities with robust 'push' e-mail in 2002
      also offered Blackberry e-mail service to non-Blackberry device
      RIMM's success was cebtered on the US : RIMM's worldwide slartphone market share was only 11%
    Apple
      Sold almost 5million phone in 2007 & achieved a 27% share in US smarthpone market
      threatned to change the balance of power in the handset industry substantial power over network operators
      substantial power over network operators
      assembled into a package that captured
      inroads came from a mix of sources
      initially offered Iphone only in the us;Iphone availability remained limited in other countries for many months,& customers resorted to unofficial distribution channels such a e-bay
      also took steps to make Iphone more appealing to corporate users
      improved Iphone security by adding support for virtual Provate Networks(VPNs) that let mobile workers link back to company system
    Google & Open Source
      prepared to enter the mobile telecom business
      Google's Android-an open-source Linux-based OS for smartphones
      Google envisioned handset makers & software developers building on Android OS to provide a wider variety of applications than existing phones & platforms
      Encouraged development of third-party applications on Android by providing software developers kits
      took steps to assure that Google's popular web-based applications
      pursued other unique strategies to expand mobile services
  Managing Uncertainty
    Give the opportunities for Symbian to show new feature
    Apple ready to offer new function
    Google's brand and reputation risked a similar outcome for any Google offering
    Symbian compare with other in competition at the market
    Exhibit 1 Nokia from the Symbian show the higher share of Global Handset Market (39.1)
    Exhibit 2 Smartphone (Symbian) show the increases from 2005 until 2006
    Exhibit 3 the top network operator is China mobile (500.6 subscribers millions)
    Exhibit 6 the Top Smartphone Vendor Market Share from 2006-2008 is Nokia
    Exhibit 7 show the OS v9.5 features and the supported
    Exhibit 8 show the comparison between Nokia N95 and Apple iPhone
    Exhibit 9 Consumer Smartphome satisfied the Apple product
    Exhibit 10 and Exhibit 11 compare the worldwide Smartphone Market Share - 2007 between Symbian, Microsoft, RIM, Apple and other and the exist of iPhone. As the result, the Symbian product is drop
    Exhibit 12 just tell the members of Google's Open Handset Alliance