iPhone - Converged Technology

The Apple iPhone

What is the iPhone - The iPhone is a multimedia/internet enabled phone defined as a 'Revolutionary mobile phone as the phone converges most of today's modern technologies:

Widescreen iPod
Internet device with wireless connection
Camera
Touch screen controls - virtual keyboard and buttons
Select the order you listen to voicemails
Text and multimedia messaging
Bluetooth

The iphone is a Quadband GSM phone. The new phone means that consumers have nearly all the latest technologies converged into one small, handheld device, making it an extremely beneficial purchase. The iPhone is replacing the Smartphones, previoulsy created by Sony Ericsson, which acted as the complete personal organiser. However, the phone probably won't replace iPods, as the iPod is so popular among consumers and they enjoy having the device separately, but on the other hand, with the iPod combined within the phone, it isn't neccessary for consumers to need both the iPod and iphone.

The convergence of technology in the iPhone, allows consumers to store and watch music, videos, tv shows on the 3.5 wide screen. The internet features Safari , the most advanced web browser on a portable device, which includes built-in Google and Yahoo! search. You can read a web page while downloading your email in the background. The keyboard is predictive, so it prevents and corrects mistakes, making it easier and more efficient to use than the small plastic keyboards on many smartphones. The iPhone's large memory also allows data to be stored according to the consumer's priorities e.g. music or photos.

AUDIENCES
The target audience for the iPhone is probably teenagers and young adults, who are already familiar with using many of the phone's features, such as the i-pod and internet. The phone also targets Apple's loyal consumers, as their expectations of the 'revolutionary phone' will be achieved due to the wide success of the iPod. The phone is also popular among working adults, as they can keep organised using the phone's personal organiser whilst listening to their favourite music or watching video clips at the same time when travelling to/from work.
INSTITUTIONS

The institution involved in this product is Apple, and they will receive huge profits from the iPhone as it is stylish, attractive and a revolutionary new technology. The iPhone is likely to take in huge profits, not just because it is the latest 'gadget', but due to Apple's successful reputation as seen in the iPod. There has been lots of distributing of the phone, the first advertisement taking place at the Academy Awards - a hugely popular ceremony. They also used celebrity endorsement to market the phone and showed clips of them answering the phone on the Apple website.


CONCEPTS of THEORY

Immediacy, Portability, Personalisation, Quality, Flexibility/Convenience, Convergence, Vertical integration.