Smartphone Start-Ups: Navigating the IPhone Revolution

Abstract

Intro -- Acknowledgements -- Contents -- List of Figures -- List of Tables -- 1 Introduction: Aim of the Book and Methodology -- Abstract -- 1.1 Aim of the Book -- 1.2 Methodology -- Part I Smartphone Start-ups Attempting to Replicate the iPhone Success -- 2 Explaining Apple's iPhone Success in the Mobile Phone Industry: The Creation of a New Market Space -- Abstract -- 2.1 The Creation of a New Market Space -- 2.1.1 The Concept of Blue Ocean Strategy -- 2.1.2 The Six Paths to Reconstruct Market Boundaries -- 2.1.2.1 Path 1: Look Across Substitute Industries -- 2.1.2.2 Path 2: Look Across Strategic Groups Within Industries -- 2.1.2.3 Path 3: Look Across the Chain of Buyers -- 2.1.2.4 Path 4: Look Across Complementary Product and Service Offerings -- 2.1.2.5 Path 5: Look Across Functional or Emotional Appeal to Buyers -- 2.1.2.6 Path 6: Look Across Time -- 2.2 Examining the iPhone's Success Through the Lens of a Blue Ocean Strategy -- 2.2.1 The Mobile Phone Industry in 2007, Before the iPhone Launch -- 2.2.1.1 Telecom Carriers -- 2.2.1.2 Mobile Phone Vendors -- 2.2.1.3 Mobile OS Providers -- 2.2.1.4 Content Providers -- 2.2.1.5 Application Developers -- 2.2.2 The Launch of the iPhone: An Immediate Success -- 2.2.3 Key Characteristics of Apple's Strategy with the iPhone -- 2.2.3.1 Exclusive Partnership with One Telecom Carrier: AT&T -- 2.2.3.2 Distribution in Apple Stores -- 2.2.3.3 Innovative Design and User Experience: A Rectangle with a Multi-touch Display -- 2.2.3.4 Phone with a Platform also Used in Related Products Owned by the Firm -- 2.2.3.5 A Platform that Brings Together a Broad Ecosystem of Software and Application Developers -- 2.2.3.6 Music Player Functionalities: iPhone as a Smartphone with an iPod Inside -- 2.2.3.7 Ease of Use: A Premium Smartphone for the Mass Market -- 2.2.3.8 Narrow Product Line: Just One Model Per Year