The Apple iPhone idis 619 Capstone Assignment By



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Note: To get the scaled value %weight is multiplied by the assigned dollar value (determined on a scale of $1 to $20)from the customer survey
Palm

RIM

Nokia

Apple

Samsung

Sony Ericsson

Motorola

Scaled Value ($1-$20 scale)

12.62

15.27

10.09

15.87

10.68

10.69

11.44

Scaling factor

50

50

50

50

50

50

50

Absolute value : V

$631.00

763.5

504.5

793.5

534

534.5

572

Reference Product

Treo 750

BlackBerry 8800 Series

Nokia 9300

Apple iPhone

Samsung BlackJack

Sony Ericsson Walkman W950i

Motorola Q Black

Price (w/ Two year plan)

399

349

299

599

299

699

329

Rebate/Discount

100

50

0

0

100

0

100

End Price: P

$299.00

$299.00

$299.00

$599.00

$199.00

$699.00

229

Buyer's Surplus: V-P

$332.00

$464.50

$205.50

$194.50

$335.00

-$164.50

$343.00

COGS ($000)

1,058,083

925,215

605880










30,152

G&A

43,481




97680










4,504

Sales & Marketing

205,138




291720













SG&A ($000)

248,619

311,420

389400













R&D($000)

135,959

157,629

434280










4,106

Other expenses($000)




49,951

47520










25

Total Expenses($000)

1,442,661

1,444,215

1,477,080

0







38,787

# Units (000)

4,749

4,043

28500










217,400

Average price/unit ($)

303.78

357.21

51.82737










0.178413063

Adjustment factor

15%

15%

15%










15%

Cost: C

$349.35

$410.80

$59.60










$0.21

Tot Econ Contribution: V-C

$281.65

$352.70

$444.90










$571.79

Exhibit II (D) 5b: Willingness to pay graph



Exhibit II (D) 5a: Willingness to Pay analysis – Wireless Service Providers




Cingular'>% weight

Cingular

Cingular

Verizon

Verizon

Sprint Nextel

Sprint Netel

T-Mobile

T-Mobile

Brand

2%


18

0.36

17

0.34

14

0.28

15

0.3

Technology (CDMA/GSM)

18%


17

3.06

14

2.52

14

2.52

19

3.42

Number of subscribers

12%


20

2.4

17

2.04

17

2.04

12

1.44

Plans and Rates

16%


15

2.4

14

2.24

14

2.24

18

2.88

Weekend minutes and Night-time minutes

15%


15

2.25

15

2.25

17

2.55

18

2.7

Availability of phones

6%


18

1.08

10

0.6

10

0.6

16

0.96

Contract

5%


12

0.6

10

0.5

10

0.5

12

0.6

Network Coverage

11%


18

1.98

18

1.98

15

1.65

12

1.32

Data Speed

7%


15

1.05

18

1.26

18

1.26

16

1.12

International Coverage

6%


14

0.84

10

0.6

8


0.48

16


0.96

Free Interaction between landline and mobile phone

2%


15

0.3

1

0.02

1

0.02

8

0.16

Scaled Value







16.32




14.35




14.14




15.86







Cingular

Verizon

Sprint Nextel

T-Mobile

Scaled Value ($1-$20 scale)

$6.32

14.35

14.14

15.86

Scaling factor

70

70

70

70

Absolute value : V

$1,142

1,005

990

1,110

Reference Product

Wireless Service

Wireless Service

Wireless Service

Wireless Service

Price

$60

960

960

960

End Price: P

$960.00

$960.00

$960.00

$960.00

Buyer's Surplus: V-P

$182.40

$44.50

$29.80

$150.20

COGS ($000)

$18,037

21,824

10085

43039

Total Expenses($000)

$18,037

21,824

10,085

43,039

# subscribers (00,000)

49.10

43.80

16.20

77.40

Average price/subscriber ($)

$367.35

498.26

622.53

556.06

Adjustment factor

15%

15%

15%

15%

Cost: C

$422.46

$573.00

$715.91

$639.47

Tot Econ Contribution: V-C

$719.94

$431.50

$273.89

$470.73

Average Spending Per Person Per Month=$40

Average Contract Duration = 2 years

Total Spending By Consumer =$960



Exhibit II (D) 5c – Part A: Survey for Smartphones

How does Apple iPhone Compare with other Smartphones 

Exit this survey >>




  1. Survey - How Apple iPhone Compares With Other Smartphones

Top of Form

Bottom of Form







  

1. If you are selecting a smartphone, in what order would you rate these features? (Rating 1: Most important, 10: Least important)





 

 



1





2





3





4





5





6





7





8





9





10





11





N/A
























































































































Brand















































































Support / Warranties















































































Features















































































User Experience















































































Complementary Products (Accessories )















































































Dimensions















































































Price















































































Availability at Service providers















































































Product portfolio















































































Status















































































Complementary Services (include iTunes, Maps, Email, Music downloads)




















































































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