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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
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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
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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 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
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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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