Windows Phone Marketing Case

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The only phone with Office, Xbox LIVE®, and thousands of apps.

A marketing case study about

Microsoft Windows Phone
®

Yehia Hassan

®

20081093

Supervisor PhD Amal Nour Eddin Rouhana

© September 2012

Windows Phone
windowsphone.com

index+contents
Smartphone Industry: Smartphones history, Markets and Trends Why Windows Phone?

01

Microsoft Corporation
Divisions+Products

02

Windows Phone Division
Windows Mobile
Launching+Positioning
Market Share+Rebranding

07

Windows Phone
Launching+Positioning
Features+Description
Market Segmentation+Reception

08

SWOT Analysis
Competition
iPhone+Android+BlackBerry+Symbian+webOS
Advertising Platform

12

Distribution Strategies
Manufacturers
Nokia Partnership
Developers
Carriers+Operators
Retail Stores
Advertising+Sponsorship
Budgets+Resources
Pricing Strategies
Supporting Macro Strategies
Account
Windows+Surface
Office+SharePoint
Xbox+SmartGlass
Skype

18

23

24

Updates+Future Plans
Windows Phone 7.5 Refresh
Windows Phone 8
Windows Phone 7.8

26

Market Share+Evaluation

29

smartphone industry
Technology is everywhere. There’s nobody who doesn’t watch TV, have a cellphone, or use a PC. The rapidly growing technology industry has literally exploded in the last two decades with many gadgets and products that made consumers unable even to count the products available in the market. Massive investments from major firms are pushed to deliver more high quality products, constantly raising the industry standards and inducing more improvements and advances.

Smartphones industry is still a developing industry, but in the few yeas since smartphones were first introduced, this industry proved to be a fierce battle ground for all firms involved. The technology ’s top firms are struggling to get each and every 1% of the ever growing market. Smartphones are becoming more a daily life tool for managing, communicating, entertaining, and much more, not just a luxurious thing to have. Managers, employees, executives, students, housewives, and teenagers are performing most of their daily tasks and businesses using their smartphones. Recent researches show that 47% of all global cellphones owners are currently using a smartphone. This market share have rapidly increased from 18% in late 2000, which explains the massive growth in this industry, and proves that investments are supposed to keep rising for providing more quality and development. Overall, the smartphone market grew by 47% in 2011 Q4, compared to 2010 Q4, and 59% over the year 2011, compared to 2010. As of February 2012, there is 472m smartphone in the global market, with a 58.9% increase from 297m in beginning of 2011. Smartphones comprise 31% of overall mobile sales in the fourth quarter Q4 of 2011, up from 22% in 2010 Q4, and 12.3% in 2008 Q4.

what is a smartphone?
A smartphone is a high-end mobile phone built on a mobile computing platform, with more advanced computing ability and connectivity than a feature phone. The first smartphones were devices that mainly combined the functions of a personal digital assistant (PDA) and a mobile phone or camera phone. Today's models also serve to combine the functions of portable media players, low -end compact digital cameras, pocket video cameras, and GPS navigation units. Modern smartphones typically also include high -resolution touchscreens, web browsers that can access and properly display standard web pages rather than just mobile -optimized sites, and high-speed data access via Wi-Fi and mobile broadband. The most common mobile operating systems (OS) used by modern smartphones include Apple's iOS®, Google's Android®, Microsoft's Windows® Phone, Nokia's Symbian,® RIM's BlackBerry® OS, and embedded Linux distributions such as HP webOS, and MeeGo. Such operating systems can be installed on many different phone models, and typically each device can receive multiple OS software updates over its...
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