1. Market overviewMarket overview

2.2. Porter’s 5-Forces model analysisPorter’s 5-Forces model analysis

3.3. SWOT analysisSWOT analysis

4.4. Market analysisMarket analysis

5.5. Group activity and discussionGroup activity and discussion

Market Overview Market Overview

Revenue & Profit $$$Revenue & Profit $$$

Market share & growthMarket share & growth

CustomersCustomers

Multimedia & ContentMultimedia & Content

HardwareHardware

Global communicationGlobal communication

ConnectivityConnectivity

Software & AppsSoftware & Apps

Porter’s 5 Forces – Mobile ComputingPorter’s 5 Forces – Mobile Computing

Mobile Computing MarketMobile Computing Market• Span across mobile handsets, PC, Span across mobile handsets, PC, carriers, multi-media, softwarecarriers, multi-media, software• Shift from hardware to software and Shift from hardware to software and apps focusapps focus• Social media and mobile marketingSocial media and mobile marketing• Convergence, consolidation and Convergence, consolidation and

fragmentation concurrently – e.g. tablets, fragmentation concurrently – e.g. tablets,

apps and online marketingapps and online marketing

Threat of New EntrantsThreat of New Entrants• Relatively low barriers of entry – hardware, appsRelatively low barriers of entry – hardware, apps• Relatively high barrier of entry – patents, OSRelatively high barrier of entry – patents, OS• Need economies of scale - volumeNeed economies of scale - volume• Branding – product quality & differentiationBranding – product quality & differentiation• Fragmentation – mass customization, localization Fragmentation – mass customization, localization

Threat of SubstitutesThreat of Substitutes• HardwareHardware - - ODM, IDH and copy-cats (imitators)ODM, IDH and copy-cats (imitators)• New technologies – tablet , notebook, smartphoneNew technologies – tablet , notebook, smartphone• Price – sensitive in emerging markets for hardwarePrice – sensitive in emerging markets for hardware• Software and appsSoftware and apps

Supply BaseSupply Base• Hardware outsourced Hardware outsourced manufacturingmanufacturing• Economies of scale and Economies of scale and

vertical integrationvertical integration• Fragmented software & Fragmented software & apps sectorapps sector• Skilled professionalsSkilled professionals

Customers Customers • Major market leaders Major market leaders dominate market – OEM, dominate market – OEM, carrierscarriers• Revenue & profits – Revenue & profits – growth in data usage, apps growth in data usage, apps • Intense pricing Intense pricing competition for hardwarecompetition for hardware

SWOT – Mobile ComputingSWOT – Mobile Computing

Apple – Design & development, multimedia e.g. Apple TV / set-top box

Samsung – Hardware & components, manufacturing, e.g. display technology like AMOLED

Google – software development e.g. Android OS, acquisition of Motorola for IP and hardware

Apple – Content ownership, connectivity

Samsung – content ownership, apps, connectivity

Google – Content, connectivity.

Opportunities – strategic alliance, licensing, purchase of IP (e.g. Nortel’s auction of assets), M&A

Apple – Brand, OS.

Threats from Android, Windows

Samsung – Brand, hardware.

Threats from Apple, Nokia, Amazon

Google – Brand, software & apps, online marketing.

Threats from Facebook, Foursquares (LBS)

Apple – Content, connectivity. Threats from Instagram, QQ, Amazon

Samsung – Content & apps.

Threats from gaps in OS and apps.

Google – Content, hardware.

Threats from Amazon , Rovio Entertainment.

StrengthsStrengths WeaknessWeakness

Market Analysis – Mobile ComputingMarket Analysis – Mobile Computing

Shift in business modelShift in business model Shift from hardware (form factor) focus to applications Shift from hardware (form factor) focus to applications and contentand content

Convergence of technologies and productsConvergence of technologies and products E.g. Smartphones and tablets – convergence of mobile, E.g. Smartphones and tablets – convergence of mobile, PC, telecommunication and media industries.PC, telecommunication and media industries. Convergence of hardware, software, media and contentConvergence of hardware, software, media and content

Competition – Direct & IndirectCompetition – Direct & Indirect Distinction becomes fuzzy – Distinction becomes fuzzy –

o E.g. Apple, Amazon, Facebook, Google, Lenovo, E.g. Apple, Amazon, Facebook, Google, Lenovo, Microsoft, Nokia, Rovio Entertainment (Angry Birds), Microsoft, Nokia, Rovio Entertainment (Angry Birds), and Samsung, .and Samsung, .