iPhone: Ready for business?

Glenn T EdensInterop 2008

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• iPhone Inside & out

• Applications development

• Enterprise deployment

• Alternative mobile platforms

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• iPhone Inside & out

• Applications development

• Enterprise deployment

• Alternative mobile platforms

3

iPhone Inside & Out

Source: Apple Computer

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iPhone Timeline

2001 2002 2003 2004 2005 2006

2007 2008

Apple iPod & iTunesSJ says phones are interesting not tablets

Motorola ROKRiPhone R&D begins

HP iPod

Apple iPhone

FCS AT&T

First iPhone unlocked

SDK + Enterprise

Estimated SDK and 2.0 Firmware FCS

$<300+

O2 + T-Mobile

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iPhone Predictions

• "There's no chance that the iPhone is going to get any significant market share. No chance, It's a $500 subsidized item“ Steve Balmer, CEO Microsoft - April 30, 2007

• “The iPhone will not substantially alter the fundamental structure and challenges of the mobile industry'' Charles Golvin, an analyst at Forrester Research Inc. - January 2007

• “It won't come from the iPhone. Apple will sell a few to its fans, but the iPhone won't make a long-term mark on the industry” Matthew Lynn, Bloomberg - January 15, 2007

• “The only question remaining is if, when the iPod phone fails, will it take the iPod with it” Bill Ray, The Register - December 23, 2006

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iPhone Predictions

• "There's no chance that the iPhone is going to get any significant market share. No chance, It's a $500 subsidized item“ Steve Balmer, CEO Microsoft - April 30, 2007

• “The iPhone will not substantially alter the fundamental structure and challenges of the mobile industry'' Charles Golvin, an analyst at Forrester Research Inc. - January 2007

• “It won't come from the iPhone. Apple will sell a few to its fans, but the iPhone won't make a long-term mark on the industry” Matthew Lynn, Bloomberg - January 15, 2007

• “The only question remaining is if, when the iPod phone fails, will it take the iPod with it” Bill Ray, The Register - December 23, 2006

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iPhone Predictions

• "There's no chance that the iPhone is going to get any significant market share. No chance, It's a $500 subsidized item“ Steve Balmer, CEO Microsoft - April 30, 2007

• “The iPhone will not substantially alter the fundamental structure and challenges of the mobile industry'' Charles Golvin, an analyst at Forrester Research Inc. - January 2007

• “It won't come from the iPhone. Apple will sell a few to its fans, but the iPhone won't make a long-term mark on the industry” Matthew Lynn, Bloomberg - January 15, 2007

• “The only question remaining is if, when the iPod phone fails, will it take the iPod with it” Bill Ray, The Register - December 23, 2006

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iPhone Predictions

• "There's no chance that the iPhone is going to get any significant market share. No chance, It's a $500 subsidized item“ Steve Balmer, CEO Microsoft - April 30, 2007

• “The iPhone will not substantially alter the fundamental structure and challenges of the mobile industry'' Charles Golvin, an analyst at Forrester Research Inc. - January 2007

• “It won't come from the iPhone. Apple will sell a few to its fans, but the iPhone won't make a long-term mark on the industry” Matthew Lynn, Bloomberg - January 15, 2007

• “The only question remaining is if, when the iPod phone fails, will it take the iPod with it” Bill Ray, The Register - December 23, 2006

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iPhone Predictions

• "There's no chance that the iPhone is going to get any significant market share. No chance, It's a $500 subsidized item“ Steve Balmer, CEO Microsoft - April 30, 2007

• “The iPhone will not substantially alter the fundamental structure and challenges of the mobile industry'' Charles Golvin, an analyst at Forrester Research Inc. - January 2007

• “It won't come from the iPhone. Apple will sell a few to its fans, but the iPhone won't make a long-term mark on the industry” Matthew Lynn, Bloomberg - January 15, 2007

• “The only question remaining is if, when the iPod phone fails, will it take the iPod with it” Bill Ray, The Register - December 23, 2006

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iPhone Predictions

• "There's no chance that the iPhone is going to get any significant market share. No chance, It's a $500 subsidized item“ Steve Balmer, CEO Microsoft - April 30, 2007

• “The iPhone will not substantially alter the fundamental structure and challenges of the mobile industry'' Charles Golvin, an analyst at Forrester Research Inc. - January 2007

• “It won't come from the iPhone. Apple will sell a few to its fans, but the iPhone won't make a long-term mark on the industry” Matthew Lynn, Bloomberg - January 15, 2007

• “The only question remaining is if, when the iPod phone fails, will it take the iPod with it” Bill Ray, The Register - December 23, 2006

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iPhone Predictions

• "There's no chance that the iPhone is going to get any significant market share. No chance, It's a $500 subsidized item“ Steve Balmer, CEO Microsoft - April 30, 2007

• “The iPhone will not substantially alter the fundamental structure and challenges of the mobile industry'' Charles Golvin, an analyst at Forrester Research Inc. - January 2007

• “It won't come from the iPhone. Apple will sell a few to its fans, but the iPhone won't make a long-term mark on the industry” Matthew Lynn, Bloomberg - January 15, 2007

• “The only question remaining is if, when the iPod phone fails, will it take the iPod with it” Bill Ray, The Register - December 23, 2006

12

iPhone Predictions

• "There's no chance that the iPhone is going to get any significant market share. No chance, It's a $500 subsidized item“ Steve Balmer, CEO Microsoft - April 30, 2007

• “The iPhone will not substantially alter the fundamental structure and challenges of the mobile industry'' Charles Golvin, an analyst at Forrester Research Inc. - January 2007

• “It won't come from the iPhone. Apple will sell a few to its fans, but the iPhone won't make a long-term mark on the industry” Matthew Lynn, Bloomberg - January 15, 2007

• “The only question remaining is if, when the iPod phone fails, will it take the iPod with it” Bill Ray, The Register - December 23, 2006

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iPhone Enterprise Users

• "The iPhone is a watershed event in mobile computing for corporations “ Todd Pierce, VP Corporate Information Technology - Genentech

• “The iPhone has worked effortlessly at Stanford and the user acceptance just astounded us. We have been inundated with orders'' Bill Clebsch, CIO, Stanford University

• “ While Apple still has a relatively small share of the corporate smart phone market (5%), the company’s iPhone continues to grab sky-high satisfaction ratings. Nearly three-in-five (59%) of Apple’s business customers say their company is Very Satisfied with the iPhone.” Jim Woods and Paul Carton, ChangeWave

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iPhone Unit Market Share (US)

• 40% of iPhone customers are new AT&T customers

• 270,000 units in first weekend, 4 million units sold in 2007

• iPhone has flipped the traditional carrier-handset maker relationship

15%

7%

9%

28%

41%RIMApplePalmMotorolaOther

Source: Apple Computer March 2008

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iPhone Browser Market Share

• US only mobile web browser users

• In under 2 quarters iPhone browser usage surprised Microsoft’s 10 year old mobile browser platform

9%9%

12%

70%

SafariPocket IEPalmOther

Source: Apple Computer March 2008

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iPhone User Survey• 80% users very satisfied

• Limited battery life and slow wireless key issues

• Email is the #1 App

• 75% increased web use

• 40% report problems getting to certain sites

• 50% replaced phone40% replaced smart phone10% first phone

• 30% carry a 2nd phone

Source: Rubicon Consulting March 2008

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iPhone User Survey• 80% users very satisfied

• Limited battery life and slow wireless key issues

• Email is the #1 App

• 75% increased web use

• 40% report problems getting to certain sites

• 50% replaced phone40% replaced smart phone10% first phone

• 30% carry a 2nd phone

Source: Rubicon Consulting March 2008

• 28% replacing a laptop

• 50% under 30 years old

• 15% are students

• 75% existing Apple customers

• Average bill increased 24% or > $200 per year

• 50% changed their carrier to use the iPhone

• ATT revenue + $2B year

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iPhone Hardware

Source: Ars Technica

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iPhone Hardware

Source: Ars Technica

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iPhone Hardware

Source: Ars Technica

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iPhone HardwareWeight 4.8 oz (136 g)

Dimensions 4.5" x 2.4" x 0.46"   (114 x 61 x 11.7 mm)Battery Talk 480 minutes / standby 250 hoursDisplay 3.5” Diagonal TFT LCD 320 x 480 pixels

Input Device Multi-touch Touch Screen + Virtual KeyboardSensors 3 single axis accelerometers (X, Y, Z)

Processor ARM11 400 MHz S5L8900 + 3D GPU + 128MBMemory 4 / 8 /16 GB NV Flash

WAN Radio GSM 850 / 900 / 1800 / 1900 + EDGEWLAN Radio 802.11b/gPAN Radio Bluetooth 2.0 + EDR

Camera 2 megapixel fixed focusA/V Microphone, speaker, headset jack & Video OutUSB USB 2.0 Custom Profile + Dock Connector

FCC ID BCGA1203 (Approved May 17, 2007)

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iPod Touch

• Suitable for many hand-held enterprise applications:

• No GSM

• No Bluetooth

• No Camera

• WiFi 802.11 b/g

• 8 / 16 / 32 GB

• Same SDK & Apps

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iPhone Applications Platform

• Included Apple applications

• Safari Web-based applications

• Stand-alone third-party applications

• Developed with the Apple SDK

• Distributed by the AppStore

• Distributed by the Enterprise

• Underground applications (open SDK)

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iPhone Included Applications

Apple Mail

Safari Browser

iChat

iCal

Address Book

Calucator

Alarm Clock

Notepad

Y! Weather

Y! Stocks

Google Maps

Google YouTube

iTunes

iPhoto

Camera

Setup

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iPhone Cellphone

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iPhone Cellphone

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iPhone Apple Mail

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iPhone Apple Mail

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iPhone Safari Browser

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iPhone Safari Browser

• PDF Viewer

• Links to Mail, Phone, Maps, etc.

• HTML, CSS, & Javascript

• AJAX

• Video & Audio

• Forms & Controls

my flickr stream @ Science2Art - http:.//flickr.com/science2art

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iPhone Google Maps

Global Maps

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iPhone Google Maps

Global Maps Skyhook & GSMLocation

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iPhone Google Maps

Global Maps Skyhook & GSMLocation

Directions

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• iPhone Inside & out

• Applications development

• Enterprise deployment

• Alternative mobile platforms

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iPhone Software Stack

COCOA TOUCH

MEDIA

CORE SERVICES

CORE OS

APPLICATION

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iPhone Core OS

• Threads

• Task scheduler

• Memory manager

• Math

• Standard I/O

• File System

• Location

• Networking

• Bonjour & DNS

• BSD Sockets

• Device drivers

• Power management

COCOA TOUCH

MEDIA

CORE SERVICES

CORE OS

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iPhone Core Services

• Date & Time

• Application Bundle

• Collections

• Preferences

• URL & Streams

• FTP & HTTP(S)

• SSL & TLS

• Keychain

• Certificates & Keys

• Random numbers

• SQLite

• XML

COCOA TOUCH

MEDIA

CORE SERVICES

CORE OS

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iPhone Media

• Quartz 2D

• Core Animation

• Open GL ES 3D

• Core Audio

• Audio Toolbox

• OpenAL Spatial Audio

• MediaPlayer

• H.264 640x480 30fps

• MPEG 4

• AAC Audio 48KHz

COCOA TOUCH

MEDIA

CORE SERVICES

CORE OS

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iPhone Cocoa Touch

• UIKit

• App Integration

• GUI & Windows

• Events

• Multitouch

• Views & Controls

• Web & Text content

• Accelerometer

• Camera & Library

• Device specifics

• AddressBook

• Location & Presence

COCOA TOUCH

MEDIA

CORE SERVICES

CORE OS

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iPhone Apple SDK

• XcodeIDE, project management, source editor, graphical debugger and sample code & templates

• InstrumentsDynamic trace and profile of code in real-time, memory and processor usage

• DashcodeUI layout, write code and test web content for native iPhone or Safari applications

• iPhone Simulator

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iPhone SDK

Source: Apple Computer

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iPhone SDK

Source: Apple Computer

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iPhone SDK

Source: Apple Computer

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iPhone SDK

Source: Apple Computer

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iPhone App Considerations

• Developers need to think different: yes it is connected, however . . . yes it is always on, however . . .

• Need to use the small screen wisely

• Your native app must run in 64MB or less

• No background processing & notification

• Touch is different than click

• Peripherals supported by Bluetooth

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iPhone AppStore

• Apple will select, market, promote, download and perform payment processing for all public iPhone applications

• Apple will take 30% of revenue, free software will be allowed

• How will updates, try-before-you-buy, volume pricing and returns be handled?

• What will be the relationship to the Enterprise deployment tools?

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• iPhone Inside & out

• Applications development

• Enterprise deployment

• Alternative mobile platforms

48

iPhone Enterprise Integration

Microsoft Exchange

Push email

Push calendar

Push contacts

Global address lists

Deployment at scale

Deployment server

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iPhone Enterprise Integration

Microsoft Exchange

Push email

Push calendar

Push contacts

Global address lists

Deployment at scale

Deployment server

Cisco IPsec VPN

Certificates and identities

Two factor authentication

WPA2 Enterprise, 802.1x

Enforced security policies

Device configuration

Remote wipe

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iPhone Enterprise Integration

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iPhone Enterprise Integration

NOC MessageServer

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iPhone Enterprise Integration

NOC MessageServer

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iPhone Enterprise Integration

NOC MessageServer

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iPhone Enterprise Deployment

• What are the issues for deployment and management of a large user base of consumer and enterprise devices?

• Will enterprises have closed secure access to the AppStore?

• What tools will exist to control jailbreaking & underground hacked phones?

• Will it be possible to disable the camera?

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iPhone What’s Missing

• No Search, sorting lists, copy and paste

• No Java or Flash in browser

• No A/V recording & no printing

• Limited camera (only 2 megapixel)

• Non-replaceable battery & virtual keyboard

• Limited 128 MB program memory

• Mobile carrier lock-in

• No 3G & data tethering

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iPhone What’s Next?

• June 2008 - 2.0 firmware, SDK release

• AppStore & Enterprise distribution

• Rumors: 3G HSPDA? Price point? $199?

• Memory, performance, form factors?

• Wave of new applications!

• iFund KPCB $100 million

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• iPhone Inside & out

• Applications development

• Enterprise deployment

• Alternative mobile platforms

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iPhone Alternatives

• Palm

• RIM Blackberry

• Symbian

• Microsoft Windows Mobile

• Small form-factor Windows PCs

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iPhone Alternatives

• Google Android

• Open Handset Alliance

• OS, middleware & applications

• WebKit (Safari)

• 100’s of device manufacturers

• Open Moko

• Neo Handsets built by FIC

• OS, middleware & applications

• FOSS

• Minimo Browser

• Embedded Apps & Devices

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iPhone Alternatives: Android

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iPhone: Ready For Business?

• Microsoft Exchange server integration, new security features & SDK are key

• Many executives, managers and knowledge workers will demand the iPhone and many may already be using it

• Large eco-system is building around the iPhone

• Apple says they are on track to sell 10 million units in 2008

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iPhone: Ready For Business?

• Microsoft Exchange server integration, new security features & SDK are key

• Many executives, managers and knowledge workers will demand the iPhone and many may already be using it

• Large eco-system is building around the iPhone

• Apple says they are on track to sell 10 million units in 2008

• Yes, it is ready

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One More Thing...

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iPhone Q&A

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Thank you

Glenn Edensme@glennedens.com

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