Outline The IPod Introduction The IPod success Key

Outline • • The IPod- Introduction The IPod success Key factor Innovation Trilogy Analysis innovation process of IPod Marketing strategy SWOT Analysis Software platform Conclusion

The IPod- Introduction • October 2001, Apple introduced the first generation i. Pod, it used 5 GB micro-hardware for storaging media, and introduced the digital music service“ i. Tune. Music Stroe” with Time Warner, BMG, EMI, Universal, and Sony, successfuliy occupied 70% legal digital music market. • Apple i. Pod created like Sony Walkman early at one fell swoop in music player markets, becomed the application product in global.

The IPod success Key factor - Innovation • The i. Pod caused the MP 3 markets to achieve the peak, not only enhanced the sales but also the most important to subvert the traditional music markets, the tapes, CDs, and radio will disappear, and the digital music play environment with i. Pod to be the center replace of it. • i. Pod+i. Tunes is new combination

Innovation Trilogy

Step 1: from network to computer • Because of obtains five Record company’s authorization, the Apple Computer lets the consumer use the i. Tunes to download legitimately and copyright’s music from the network, the single one price is 0. 99 dollar. • In the first step of innovation, music could transmit Legitimately and easy from server to PC, it broke Napster’s P 2 P network music exchange for failing experience in 2001.

Step 2 : from computer to individual on hand • According to operator easy and synchronism with i. Tunes to update the songs, and with different i. Pod player that it include i. Pod, i. Pod mini, and i. Pod shuffle, Apple let music leave PC and user could enjoy music anywhere, it became popular in young fashionable music to select.

Step 3: from individual on hand to Ubiquitous • It’s not convenient to listen to music with earphone all the time, if we can listen to music with i. Pod in the car or at home, that’s so great. • i. Pod’s perimeter merchandise and equipment could require it, by several hundred kind of i. Pod perimeter merchandise, digital music could leave i. Pod and appear in the office, on the car, or at home.

analysis innovation process of IPod • i. Pod + i. Tunes + perimeter merchandise, it provided solution modes for consumer, its value was bigger than individual innovation unit

The path of i. Pod and i. Tunes products

The IPod marketing method • i. Tunes: Provides the song and the movie 「Made for i. Pod」Strategy meaning and value: 1. Develops the perimeter merchandise : collect Royalties 2. Into the vehicle market 3. Nike + i. Pod Sport Movement suite 4. Advertisement

Swot analyze - （Strength） • • • Strong wisdom capital Application of technology collocation Design fashionable appearance Multi-function and light to carry easily Brand value the largest capacity Enjoy the most excelent music perimeter merchandise diversify friendly operation interface

Swot analyze - （weakness） • Couldn’t have low cost superiority • Function isn’t have practicability • i. Pod shuffle couldn’t have LCD, so it was searched songs by memory

Swot analyze - （Opportunity） • As times change, people’s values could be changed • It was more perfect in payment mechanism to download music from network • Technology advancement

Swot analyze - （Threaten） • • It was possible to hurt many music copyright worldwide competiton MP 4 and media function in phone is rising It have slightly low barrier

Business Association is possible defeat reason • Samsung suddenly had idea to create amplifier on MP 3 player, because we use MP 3 player that we didn’t want to disturb or be disturbed by other people, so this creativity may be a defeat reason. • San. Disk only enlarged the capacity • Microsoft release Zune had WLAN, but it only could Mutual transmission data with friends, and listen to the copyright music have limit in three times or three days, and download music still have computer, the WLAN is not convenient for consumer. In addition, Zune appearance did not look fresh and new.

Software platform dealer platform charge way 蘋果 i. Tunes Wal-Mart(最早) Rhapsody America Amazon Amie Street each song 0. 99 U. S. dollars, no DRM songs 1. 29 U. S. dollars each song 0. 88 U. S. dollars, no DRM songs 0. 94 U. S. dollars variation price mode, each 0~0. 98 U. S. dollars

conclusion • The software system update quickly and faultlessly. • The appearance is succinct and streamline is simple. • The operation have high conveniences. • They are active to popularize their products, and the rate of the new products enter the market is quickly