Case Of Iphone

BACKGROUND
In 2005 Steve Jobs, CEO of the direction of Apple's engineers began developing the iPhone; to investigate the use of touch screens in the same way directed the original focus away from a tablet like the iPad and towards a phone. Apple created the device during a secretive collaboration with AT&T Mobility Cingular Wireless at the time at an estimated development cost of US$150 millionover thirty months. Apple rejected the "design by committee" approach that had yielded the Motorola ROKR E1, a largely unsuccessful collaboration with Motorola. Instead, Cingular gave Apple the liberty to develop the iPhone's hardware and software in house and even paid Apple a fraction of its monthly service revenue (until the iPhone 3G), in exchange for four years of exclusive U.S. sales, until2011.
Through an accounting method that the company began using, observers have seen how great the iPhones business for the company because in less than three years has emerged as big business for the company Apple.
Jobs unveiled the iPhone to the public on January 9, 2007 at the Macworld 2007 convention at the Moscone Center in San Francisco. The iPhone went on sale in the United States onJune 29, 2007, at 6:00 pm local time, while hundreds of customers lined up outside the stores nationwide. The passionate reaction to the launch of the iPhone resulted in sections of the media christening it the 'Jesus phone. The original iPhone was made available in the UK, France, and Germany in November 2007, and Ireland and Austria in the spring of 2008.
Over time not only increased sales but onthe contrary, apple company is dedicated to perfecting each product it develops. in this case the iphone has gone through different phases, which show the development and more effective, this makes it special for each customer while maintaining loyalty to the product.
This is of great concern for different mobile phone companies, because since the iPhone came into the market is highlycompetitive.

PEOPLE INVOLVED
European Costumers: Is one of the Apple`s target market.
ORGANIZATIONS INVOLVED
Apple Inc.: Designs and creates iPod and iTunes, Mac laptop and desktop computers, the OS X operating system, and the revolutionary iPhone and iPad. Established in Cupertino, California in 1976.

AT&T: Is a leader in telecommunication services, including cell phones, wireless, U-verse,digital TV, high speed internet, DSL, home phone, and bundled packages for many types of consumers.

Cingular: Since 2004 this company was bought by AT&T.

Google: Is an American multinational public corporation created in 1996 invested in internet search engine, cloud computing, and advertising technologies. Google hosts and develops a number of Internet-based services and products such as googlemaps and gmail.

Youtube: acquired by google inc. in 2006, and is a video sharing website created in 2005 on which users can upload, share and view videos.

Yahoo: One of the largest websites in the United States, it was created in 1994 and has diversified from starting as a search engine into more than 20 different services such as mail, news, streaming of videos and social media websites.MAIN PROBLEM
When Apple introduced the iphone to the European market, it only made contract with 3 European multinational powerhouses: Deutsche Telekom`s T-mobile in Germany, France Telecom`s Orange network in France. And Spain`s Telefonica O2 Network in the United Kingdom. The problem is that, unlike the United States Market, the European market is much more fragmented. Therefore, Apple needsto have more operators to distribute the phone all over the European market because otherwise it’s not going to be able to cover all the European market. Apple needs to take advantage in the market as much as possible since Nokia and Sony Ericcson are developing mobile phones with similar capabilities which are very likely to be big competitors for the iphone.

STRAGIES
It could be a good...