INTRODUCTION

Mobile users today want their handsets to be converged devices handling multiple
functions, entertainment being the most important among them. They want their
mobile to be fully loaded with top-end features, but they want all that at
affordable costs.
Iphone contains all that features which people demands and iphone meet on the
people expectations.

The Apple iPhone is easily the most publicized new mobile device in recent
memory.This brand is strong among teens, as many say that they hope to buy it. If
that does happen, it will be a kind of "first" in the cell phone market, because
Apple isn't likely to discount phones, leaving this to be one expensive status
symbol.
We all know that iphone is a big name in the modern mobile world, its
applications and design are the key factors which tempt people towards it.

From this survey we want to know about the people’s attraction towards iphone.

This report will include:

1. Our survey will include the desirability and undesirability of the iphone.
2. Samples were originated through the observation present and specified in
the questionnaire.
3. The questionnaires included measurement of scale which were:
 Ordinal scale
 Likert scale
 Sampling plan.

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 4. The above analysis applied did sketched the preview about the
desirable/undesirable school of thought in the real world.
APPLE I-PHONE
This was the most awaited phone in the Indian market. It is now here, but not
before it became famous throughout the rest of the world. Renowned for its chic
design and easy-to-use functions the iPhone has tremendous features such as its
wide and clear screen, iPod, internet capability with classic web browser, GPS
mapping, and last but not lease, a phone.
Apple iPhone is being offered in the USA for the price of $900, so the awaiting
buyers in Pakistan expected the same price. Unfortunately, that is not what
happened. To grab hold of this hot item, you will have to shell out Rs.80,000 for
the 8GB.

2
OBJECTIVE
The objective of the project is to explore the perception of the customer towards i-
phone as a brand.
To do a comparative study of iphone handsets in Pakistan
 In the first part of my objective, I will try to find out the perception
about wither it is desirable or not for people
 Second part of the study will be focused on knowledge of people
about the product and their satisfaction with existent handset.
This analysis will be done on the basis of the features which customer prefers
more.

Need for the study

Recently Apple launched i-phone 4 and expectations of people with i-phone were
very high. Even
mobile phone manufacturers in Pakistan were ready with their counter attack. This
research is being conducted as to know whether the expectations are being fulfilled
or not on the customer end and also to know whether its competitors are able to
neutralize the effect of i-phone 4 by their newly launched mobile handsets.

METHODOLOGY
There are nearly 120 million consumers of mobile handsets making the
telecommunication sector one of the most lucrative markets for global mobile
phone manufacturers & cell phone providers. For this research I have taken a
random sample of 30 mobile phone users in Different parts of Pakistan. The
methodology to conduct the study was composed of different tasks as follows

Questionnaire: The inputs from the above two helped us in the questionnaire
formation.
Important attributes were identified and incorporated. Also, the research objectives
helped us
3
Identify the nature of questions we needed to ask.

MEASUREMENT AND SCALING

1. Ordinal Scale: The product categories are being ranked in terms of
the consumer preferences.

2. Likert Scale: The product is being rated according to different

categories and the categories are rated according to different
attributes on a scale of 1-10.

3. Sampling Plan: We intend to carry out our survey on a population

which would comprise of customer from all age group.

LIMITATIONS OF THE STUDY

1. Out of the 120 million users of mobile phones, only a sample of 30 mobile phones users
where taken for the study, so result of the study may vary from the actual.

2. Since questionnaire where used for collecting the primary data, so there are chances that
the given data may vary from the actual, which can lead to wrong results.

3. Due to the limitation of time, there were some of the factors, which were not considered
in the study.

4
 CHAPTER-II
COMPANY PROFILE

5
 Company profile
Phone is a line of smartphones designed and marketed by Apple Inc. All generations of the
iPhone use Apple's iOS mobile operating system software. The first-generation iPhone was
released on June 29, 2007, and multiple new hardware iterations with new iOS releases have
been released since.

The user interface is built around the device's multi-touch screen, including a virtual keyboard.
The iPhone has Wi-Fi and can connect to cellular networks. An iPhone can shoot video(though
this was not a standard feature until the iPhone 3GS), take photos, play music, send and
receive email, browse the web, send and receive text messages, follow GPS navigation, record
notes, perform mathematical calculations, and receive visual voicemail. Other functionality,
such as video games, reference works, and social networking, can be enabled by
downloading mobile apps. As of January 2017, Apple's App Store contained more than
2.2 million applications available for the iPhone.

Apple has released eleven generations of iPhone models, each accompanied by one of the
eleven major releases of the iOS operating system. The original first-generation iPhone was
a GSM phone and established design precedents, such as a button placement that has persisted
throughout all releases and a screen size maintained for the next four iterations. The iPhone
3G added 3G network support, and was followed by the 3GS with improved hardware,
the 4 with a metal chassis, higher display resolution and front-facing camera, and the 4Swith
improved hardware and the voice assistant Siri. The iPhone 5 featured a taller, 4-inch display
and Apple's newly introduced Lightning connector. In 2013, Apple released the 5S with
improved hardware and a fingerprint reader, and the lower-cost 5C, a version of the 5 with
colored plastic casings instead of metal. They were followed by the larger iPhone 6, with
models featuring 4.7-and-5.5-inch (120 and 140 mm) displays. The iPhone 6S was introduced
the following year, which featured hardware upgrades and support for pressure-sensitive touch
inputs, as well as the SE—which featured hardware from the 6S but the smaller form factor of
the 5S. In 2016, Apple unveiled the iPhone 7 and 7 Plus, which add water resistance, improved
system and graphics performance, a new rear dual-camera setup on the Plus model, and new
color options, while removing the 3.5 mm headphone jack found on previous models.
The iPhone 8 and 8 Plus were released in 2017, adding a glass back and an improved screen and
camera. The iPhone X was released alongside the 8 and 8 Plus, with its highlights being a near
bezel-less design, an improved camera and a new facial recognition system, named Face ID, but
having no home button, and therefore, no Touch ID. In September 2018, Apple again released 3

6
new iPhones, which are the iPhone XS, an upgraded version of the since discontinued iPhone
X, iPhone XS Max, a larger variant with the series' biggest display as of 2018 and iPhone XR, a
lower end version of the iPhone X.

The original iPhone was described as "revolutionary" and a "game-changer" for the mobile
phone industry. Subsequent iterations of the iPhone have also garnered praise. The iPhone is
one of the most widely used smartphones in the world, and its success has been credited with
helping Apple become one of the world's most valuable publicly traded companies.

History and availability

Main article: History of iPhone

See also: List of iOS devices

Operating system support

Final supported Support Support

iPhone Released with Release date Launch price
OS ended lifespan

June 20, 2 years,

iPhone iPhone OS 1.0 June 29, 2007 iPhone OS 3.1.3 $499/$599*
2010 11 months

March 3, 2 years,
iPhone 3G iPhone OS 2.0 July 11, 2008 iOS 4.2.1 $199/$299*
2011 7 months

Septemb
4 years,
iPhone 3GS iPhone OS 3.0 June 19, 2009 iOS 6.1.6 er 18, 20 $199/$299*
2 months
13

Septemb
4 years,
iPhone 4 iOS 4 June 21, 2010 iOS 7.1.2 er 17, 20 $199/$299*
2 months
14

iPhone 4S iOS 5 iOS 9.3.5 Septemb

October 14, 2 4 years, $199/$299/$39
er 12, 20

7
 011 16 10 months 9*

Septemb
September 21, 4 years, $199/$299/$39
iPhone 5 iOS 6 iOS 10.3.3 er 18, 20
2012 11 months 9*
17

Septemb
September 20, 3 years,
iPhone 5C iOS 7 iOS 10.3.3 er 18, 20 $99/$199*
2013 11 months
17

September 20, > 5 years, $199/$299/$39

iPhone 5S iOS 7 latest iOS (current)
2013 5 months 9*

$649/$749/$84
iPhone 6 / 6 September 19, > 4 years, 9
iOS 8 latest iOS (current)
Plus 2014 5 months ($749/$849/$9
49)

$649/$749/$84
iPhone 6S / September 25, > 3 years, 9
iOS 9 latest iOS (current)
6S Plus 2015 5 months ($749/$849/$9
49)

March 31, 201 > 2 years,

iPhone SE iOS 9.3 latest iOS (current) $399/$499
6 10 months

$649/$749/$84
iPhone 7 / 7 September 16, > 2 years, 9
iOS 10 latest iOS (current)
Plus 2016 5 months ($769/$869/$9
69)

iPhone 8 / 8 September 22, > 1 year, $699/$849

iOS 11 latest iOS (current)
Plus 2017 5 months ($799/$949)

8
 November 3, > 1 year,
iPhone X iOS 11.0.1 latest iOS (current) $999/$1149
2017 3 months

$999/$1149/$1
iPhone XS / September 21, 349
iOS 12 latest iOS (current) > 5 months
XS Max 2018 ($1099/$1249/
$1449)

October 26, 2 $749/$799/$89

iPhone XR iOS 12 latest iOS (current) > 4 months
018 9

Legend: Discontinued and unsupported Discontinued, but still supported Current or still sold *24-month contract required

Development of what was to become the iPhone began in 2004, when Apple started to gather a
team of 1,000 employees (including Jonathan Ive, the designer behind the iMac and iPod)[15] to work
on the highly confidential "Project Purple." [16] Apple CEO Steve Jobs steered the original focus
away from a tablet (which Apple eventually revisited in the form of the iPad) towards a
phone.[17] Apple created the device during a secretive collaboration with Cingular Wireless (which
became AT&T Mobility) at the time—at an estimated development cost of US$150 million over
thirty months.

According to Steve Jobs, the "i" word in "iMac" (and therefore "iPod", "iPhone" and "iPad") stands
for internet, individual, instruct, inform, and inspire.[19][20]

Apple rejected the "design by committee" approach that had yielded the Motorola ROKR E1, a
largely unsuccessful collaboration with Motorola. Among other deficiencies, the ROKR E1's
firmware limited storage to only 100 iTunessongs to avoid competing with Apple's iPod nano.

Cingular gave Apple the liberty to develop the iPhone's hardware and software in-house[23][24] and
even paid Apple a fraction of its monthly service revenue (until the iPhone 3G), [25] in exchange for
four years of exclusive US sales, until 2011.

Jobs unveiled the iPhone to the public on January 9, 2007, at the Macworld 2007 convention at
the Moscone Center in San Francisco.[27] The two initial models, a 4 GB model priced at US$499
and an 8 GB model at US$599 (both requiring a two-year contract), went on sale in the United
States on June 29, 2007, at 6:00 pm local time, while hundreds of customers lined up outside the
stores nationwide.[28] The passionate reaction to the launch of the iPhone resulted in sections of the
media dubbing it the 'Jesus phone'. Following this successful release in the US, the first generation
9
iPhone was made available in the UK, France, and Germany in November 2007, and Ireland and
Austria in the spring of 2008.

Worldwide iPhone availability:

iPhone available since its original release
iPhone available since the release of iPhone 3G
Coming soon

On July 11, 2008, Apple released the iPhone 3G in twenty-two countries, including the original
six.[31] Apple released the iPhone 3G in upwards of eighty countries and territories. [32] Apple
announced the iPhone 3GS on June 8, 2009, along with plans to release it later in June, July, and
August, starting with the US, Canada and major European countries on June 19. Many would-be
users objected to the iPhone's cost,[33] and 40% of users had household incomes over US$100,000.

The back of the original first generation iPhone was made of aluminum with a black plastic accent.
The iPhone 3G and 3GS feature a full plastic back to increase the strength of the GSMsignal. The
iPhone 3G was available in an 8 GB black model, or a black or white option for the 16 GB model.
The iPhone 3GS was available in both colors, regardless of storage capacity.

The iPhone 4 has an aluminosilicate glass front and back with a stainless steel edge that serves as
the antennas. It was at first available in black; the white version was announced, but not released
until April 2011, 10 months later.

Users of the iPhone 4 reported dropped/disconnected telephone calls when holding their phones in a
certain way. This became known as antennagate.

On January 11, 2011, Verizon announced during a media event that it had reached an agreement
with Apple and would begin selling a CDMA iPhone 4. Verizon said it would be available for pre-
order on February 3, with a release set for February 10.[37][38] In February 2011, the Verizon iPhone
accounted for 4.5% of all iPhone ad impressions in the US on Millennial Media's mobile ad
network.

From 2007 to 2011, Apple spent $647 million on advertising for the iPhone in the US.

On Tuesday, September 27, Apple sent invitations for a press event to be held October 4, 2011, at
10:00 am at the Cupertino headquarters to announce details of the next generation iPhone, which
turned out to be iPhone 4S. Over 1 million 4S models were sold in the first 24 hours after its release

10
in October 2011. Due to large volumes of the iPhone being manufactured and its high selling price,
Apple became the largest mobile handset vendor in the world by revenue, in 2011, surpassing long-
time leader Nokia. American carrier C Spire Wireless announced that it would be carrying the
iPhone 4S on October 19, 2011.

In January 2012, Apple reported its best quarterly earnings ever, with 53% of its revenue coming
from the sale of 37 million iPhones, at an average selling price of nearly $660. The average selling
price has remained fairly constant for most of the phone's lifespan, hovering between $622 and
$660.[43] The production price of the iPhone 4S was estimated by IHS iSuppli, in October 2011, to
be $188, $207 and $245, for the 16 GB, 32 GB and 64 GB models, respectively.[44] Labor costs are
estimated at between $12.50 and $30 per unit, with workers on the iPhone assembly line making
$1.78 an hour.

In February 2012, ComScore reported that 12.4% of US mobile subscribers used an

iPhone. Approximately 6.4 million iPhones are active in the US alone.

On September 12, 2012, Apple announced the iPhone 5. It has a 4-inch display, up from its
predecessors' 3.5-inch screen. The device comes with the same 326 pixels per inch found in the
iPhone 4 and 4S. The iPhone 5 has the SoC A6 processor, the chip is 22% smaller than the iPhone
4S' A5 and is twice as fast, doubling the graphics performance of its predecessor. The device is 18%
thinner than the iPhone 4S, measuring 7.6 millimetres (0.3 in), and is 20% lighter at 112 grams
(4 oz).

On July 6, 2013, it was reported that Apple was in talks with Korean mobile carrier SK Telecom to
release the next generation iPhone with LTE Advanced technology.

On July 22, 2013, the company's suppliers said that Apple is testing out larger screens for the
iPhone and iPad. "Apple has asked for prototype smartphone screens larger than four inches and has
also asked for screen designs for a new tablet device measuring slightly less than 13 inches
diagonally, they said."

On September 10, 2013, Apple unveiled two new iPhone models during a highly anticipated press
event in Cupertino. The iPhone 5C, a mid-range-priced version of the handset that is designed to
increase accessibility due to its price is available in five colors (green, blue, yellow, pink, and
white) and is made of plastic. The iPhone 5S comes in three colors (black, white, and gold) and the
home button is replaced with a fingerprint scanner (Touch ID). Both phones shipped on September
20, 2013.

On September 9, 2014, Apple revealed the iPhone 6 and the iPhone 6 Plus at an event in Cupertino.
Both devices had a larger screen than their predecessor, at 4.7 and 5.5 inches respectively.

11
In 2016, Apple unveiled the iPhone 7 and 7 Plus, which added water and dust resistance, improved
system and graphics performance, a new dual-camera setup on the Plus model, new color options,
and featured the removal of the 3.5mm headphone jack from the iPhone.

On September 12, 2017, Apple officially unveiled the iPhone 8 and 8 Plus, which features a new
glass design, camera improvements, a True Tone display, wireless charging and improved system
performance. It also unveiled the iPhone X, which features a near bezel-less design, a facial
recognition feature dubbed "Face ID" with facial tracking used for Animojis, an OLED screen with
the highest pixel density on an iPhone, a new telephoto lens which works better in low light
conditions, and improved cameras for AR.

On September 12, 2018, Apple officially unveiled the iPhone XS, XS Max [53] and XR[54] at the Steve
Jobs theater at Apple Park. The XS and XS Max feature an improved Super Retina Display with
Dolby Vision and HDR10 support with the XS Max featuring a larger 6.5" display, improved
cameras with Smart HDR, and the A12 Bionic chip. The iPhone XS and XS Max are IP68 water,
liquid, and dust resistant which allow the devices to be submerged in up to 2 meters for a duration
of 30 minutes, while iPhone XR retained the IP67 certification found in the first-generation iPhone
X and also features an IPS LCD display instead of the OLED displays found in the higher end
models. The iPhone XS/XS Max's IP68 certifications were tested using various liquids such
as chlorinated-water, salt water, tea, wine, beer, and juices. Apple also announced the fourth
generation of Apple Watch, the Apple Watch Series 4.

12
Sales

Apple sold 6.1 million first generation iPhone units over five quarters.[55] Sales in the fourth quarter
of 2008 temporarily surpassed those of Research In Motion's (RIM) BlackBerry sales of 5.2 million
units, which briefly made Apple the third largest mobile phone manufacturer by revenue,
after Nokia and Samsung (however, some of this income is deferred). Recorded sales grew steadily
thereafter, and by the end of fiscal year 2010, a total of 73.5 million iPhones had been sold.

By 2010, the iPhone had a market share of barely 4% of all cell phones; however, Apple pulled in
more than 50% of the total profit that global cellphone sales generated. [59] Apple sold 14.1 million
iPhones in the third quarter of 2010, representing a 91% unit growth over the year-ago quarter,
which was well ahead of IDC's latest published estimate of 64% growth for the global smartphone
13
market in the September quarter. Apple's sales surpassed that of Research in Motion's 12.1
million BlackBerry units sold in their most recent quarter ended August 2010. [60] In the United
States market alone for the third quarter of 2010, while there were 9.1 million Android-powered
smartphones shipped for 43.6% of the market, Apple iOS was the number two phone operating
system with 26.2% but the 5.5 million iPhones sold made it the most popular single device.

On March 2, 2011, at the iPad 2 launch event, Apple announced that they had sold 100 million
iPhones worldwide.[62] As a result of the success of the iPhone sales volume and high selling price,
headlined by the iPhone 4S, Apple became the largest mobile handset vendor in the world by
revenue in 2011, surpassing long-time leader Nokia.[41] While the Samsung Galaxy S II proved more
popular than the iPhone 4S in parts of Europe, the iPhone 4S was dominant in the United States.

In January 2012, Apple reported its best quarterly earnings ever, with 53% of its revenue coming
from the sale of 37 million iPhones, at an average selling price of nearly $660. The average selling
price has remained fairly constant for most of the phone's lifespan, hovering between $622 and
$660.

For the eight largest phone manufacturers in Q1 2012, according to Horace Dediu at Asymco,
Apple and Samsung combined to take 99% of industry profits (HTC took the remaining 1%, while
RIM, LG, Sony Ericsson, Motorola, and Nokia all suffered losses), with Apple earning 73 cents out
of every dollar earned by the phone makers. As the industry profits grew from $5.3 billion in the
first quarter of 2010 to $14.4 billion in the first quarter of 2012 (quadruple the profits in
2007),[64][65] Apple had managed to increase its share of these profits. This is due to increasing carrier
subsidies and the high selling prices of the iPhone, which had a negative effect on the wireless
carriers (AT&T Mobility, Verizon, and Sprint) who have seen their EBITDA service margins drop
as they sold an increasing number of iPhones. By the quarter ended March 31, 2012, Apple's sales
from the iPhone alone (at $22.7 billion) exceeded the total of Microsoft from all of its businesses
($17.4 billion).

In the fourth quarter of 2012, the iPhone 5 and iPhone 4S were the best-selling handsets with sales
of 27.4 million (13% of smartphones worldwide) and 17.4 million units, respectively, with
the Samsung Galaxy S III in third with 15.4 million. According to Strategy Analytics' data, this was
"an impressive performance, given the iPhone portfolio's premium pricing", adding that the Galaxy
S III's global popularity "appears to have peaked" (the Galaxy S III was touted as an iPhone-killer
by some in the press when it was released[70][71]). While Samsung has led in worldwide sales of
smartphones, Apple's iPhone line has still managed to top Samsung's smartphone offerings in the
United States,[72] with 21.4% share and 37.8% in that market, respectively. iOS grew 3.5% to a
37.8%, while Android slid 1.3% to fall to a 52.3% share.

14
The continued top popularity of the iPhone despite growing Android competition was also
attributed to Apple being able to deliver iOS updates over the air, while Android updates are
frequently impeded by carrier testing requirements and hardware tailoring, forcing consumers to
purchase a new Android smartphone to get the latest version of that OS. [74] However, by 2013,
Apple's market share had fallen to 13.1%, due to the surging popularity of the Android offerings.

Apple announced on September 1, 2013, that its iPhone trade-in program would be implemented at
all of its 250 specialty stores in the US. For the program to become available, customers must have
a valid contract and must purchase a new phone, rather than simply receive credit to be used at a
later date. A significant part of the program's goal is to increase the number of customers who
purchase iPhones at Apple stores rather than carrier stores.[76]

On September 20, 2013, the sales date of the iPhone 5S and 5C models, the longest ever queue was
observed at the New York City flagship Apple store, in addition to prominent queues in San
Francisco, US and Canada; however, locations throughout the world were identified for the
anticipation of corresponding consumers. Apple also increased production of the gold-colored
iPhone 5S by an additional one-third due to the particularly strong demand that emerged. [78] Apple
had decided to introduce a gold model after finding that gold was seen as a popular sign of a luxury
product among Chinese customers.

Apple released its opening weekend sales results for the 5C and 5S models, showing an all-time
high for the product's sales figures, with nine million handsets sold—the previous record was set in
2012, when five million handsets were sold during the opening weekend of the 5 model. This was
the first time that Apple has simultaneously launched two models and the inclusion of China in the
list of markets contributed to the record sales result.[80] Apple also announced that, as of
September 23, 2013, 200 million devices were running the iOS 7 update, making it the "fastest
software upgrade in history.

An Apple Store located at the Christiana Mall in Newark, Delaware, US claimed the highest
iPhones sales figures in November 2013. The store's high sales results are due to the absence of
a sales tax in the state of Delaware.

The finalization of a deal between Apple and China Mobile, the world's largest mobile network, was
announced in late December 2013. The multi-year agreement provides iPhone access to over 760
million China Mobile subscribers.

In the first quarter of 2014, Apple reported that it had sold 51 million iPhones, an all-time quarterly
record, compared to 47.8 million in the year-ago quarter.

15
iPhone Upgrade Program
The iPhone Upgrade Program is a 24-month program designed for consumers to be able to get the
latest iPhone every year, without paying the whole price up-front. The program consists of "low
monthly payments", where consumers will gradually pay for the iPhone they have over a 24-month
period, with an opportunity to switch (upgrade) to the new iPhone after 12 months of payment have
passed. Once 12 months have passed, consumers can trade their current iPhone with a new one, and
the payments are transferred from the old device to the new device, and the program "restarts" with
a new 24-month period.

Additional features of the program include unlocked handsets, which means consumers are free to
pick the network carrier they want, and two-year AppleCare+ protection, which includes "hardware
repairs, software support, and coverage for up to two incidents of accidental damage".

Criticism of the program includes the potential endless cycle of payments, with The Huffington
Post's Damon Beres writing, "Complete the full 24-month payment cycle, and you're stuck with an
outdated phone. Upgrade every 12 months, and you'll never stop owing Apple money for iPhones".
Additionally, the program is limited to just the iPhone hardware; cell phone service from a network
operator is not included.

Legacy
Before the release of the iPhone, handset manufacturers such as Nokia and Motorola were enjoying
record sales of cell phones based more on fashion and brand rather than technological
innovation.[89] The smartphone market, dominated at the time by BlackBerry OS and Windows
Mobile devices, was a "staid, corporate-led smartphone paradigm" focused on enterprise needs.
Phones at the time were designed around carrier and business limits which were conservative with
regards to bandwidth usage and battery life.[90][91] Phones were sold in a very large number of
models, often segmented by marketing strategy, confusing customers and sapping engineering
resources. For example, phones marketed at business were often deliberately stripped of cameras or
the ability to play music and games.[94] Apple's approach was to deliberately simplify its product line
by offering just one model a year for all customers, while making it an expensive, high-end product.

Apple's marketing, developing from the success of iPod campaigns, allowed the phone to become a
mass-market product with many buyers on launch day. Some market research has found that,
unusually for a technology product, iPhone users are disproportionately female. Ars Technica noted
in 2012 that Apple had avoided 'patronizing' marketing to female customers, a practice used (often
to sell low-quality, high-priced products) by many of its competitors.

16
When then-CEO of Research in Motion Mike Lazaridis pried open an iPhone, his impression was of
a Mac stuffed into a cellphone, as it used much more memory and processing power than the
smartphones on the market at the time. With its capacitive touchscreen and consumer-friendly
design, the iPhone fundamentally changed the mobile industry, with Steve Jobs proclaiming in
2007, that the phone was not just a communication tool but a way of life.

The dominant mobile operating systems at the time such as Symbian, BlackBerry OS, and Windows
Mobile were not designed to handle additional tasks beyond communication and basic functions.
These operating systems never focused on applications and developers, and due to infighting among
manufacturers as well as the complexity of developing on their low-memory hardware, they never
developed a thriving ecosystem like Apple's App Store or Android's Google Play.[97][98] IPhone
OS (renamed iOS in 2010) was designed as a robust OS with capabilities such as multitasking and
graphics in order to meet future consumer demands.[94] Many services were provided by mobile
carriers, who often extensively customized devices. Meanwhile, Apple's decision to base its OS
on OS X had the unexpected benefit of allowing OS X developers to rapidly expand into iOS
development. Rival manufacturers have been forced to spend more on software and development
costs to catch up to the iPhone. The iPhone's success has led to a decline in sales of high-end
fashion phones and business-oriented smartphones such as Vertu and BlackBerry, as well as
Nokia.[97][100] Nokia realised the limitations of its operating system Symbian and attempted to
develop a more advanced system, Maemo, without success. It ultimately agreed to a technology-
sharing deal and then a takeover from Microsoft.

Prior to the iPhone, "Handsets were viewed largely as cheap, disposable lures, massively subsidized
to snare subscribers and lock them into using the carriers' proprietary services." However, according
to Wired, "Apple retained complete control over the design, manufacturing, and marketing of the
iPhone", meaning that it and not the carrier would control the software updates, and by extension
security patches. By contrast, Google has allowed carriers and OEMs to dictate the "pace of
upgrades and pre-load phones with their own software on top of Android". As a result, many
Android OEMs often lag months behind Google's release of the next iteration of Android; although
Nexus and Pixel devices are guaranteed two years of operating system updates and a third addition
year for security. However, Apple has supported older iterations of iPhones for over four years.

In December 2017, there were reports that Apple has been using a policy of slowing down the speed
of its older iPhones when issuing operating system upgrades.[102] It has spurred allegations that the
firm has been using this as a tactic to prompt users of older iPhones to buy newer models.

17
Production
Up to the iPhone 4, all iPhone models, as well as other iOS devices were manufactured exclusively
by Foxconn, based in Taiwan. In 2011, after Tim Cook became CEO of the company, Apple
changed its outsourcing strategy, for the first time increasing its supply partners. The iPhone 4s in
2012 was the first model which was manufactured simultaneously by two stand-alone companies:
Foxconn as well as Pegatron, also based in Taiwan. Although Foxconn is still responsible for the
larger share of production, Pegatron's orders have been slowly increased, with the company being
tasked with producing a part of the iPhone 5C line in 2013, and 30% of the iPhone 6 devices in
2014. The 6 Plus model is being produced solely by Foxconn.

Hardware
Screen and input
The touchscreen on the first five generations is a 9 cm (3.5 in) liquid crystal display with scratch-
resistant glass, while the one on the iPhone 5 is four inches.[8] The capacitive touchscreen is
designed for a bare finger, or multiple fingers for multi-touch sensing. The screens on the first three
generations have a resolution of 320×480 (HVGA) at 163 ppi; those on the iPhone 4 and iPhone
4S have a resolution of 640×960 at 326 ppi; the 4-inch models, with 640×1136 at 326 ppi; the 4.7-
inch models, with 750×1334 at 326 ppi; the 5.5-inch models, with 1080×1920 at 401 ppi; and the
5.8-inch model X, with 1125×2436 at 458 ppi. The initial models were using twisted-nematic (TN)
LCDs. Starting with iPhone 4, the technology was changed to in-plane switching (IPS) LCDs. The
iPhone 5 model's screen results in an aspect ratio of approximately 16:9. The iPhone X is the first
iPhone to use an OLED display. It has a near bezel-less screen with a ≈19.5:9 aspect ratio.

The top and side of an iPhone 5S, externally identical to the iPhone 5. From left to right, sides: wake/sleep
button, silence switch, volume up, and volume down.

The touch and gesture features of the iPhone are based on technology originally developed
by FingerWorks. Most gloves and styli prevent the necessary electrical

18
conductivity; although capacitive styli can be used with iPhone's finger-touch screen. The iPhone
3GS and later also feature a fingerprint-resistant oleophobic coating.

The rear of iPhone 6s and 6 plus with gold, silver and rose gold.

The iPhone has a minimal hardware user interface, with most models featuring five buttons. The
only physical menu button is situated directly below the display, and is called the "Home button"
because its primary function is to close the active app and navigates to the home screen of the
interface. Earlier models included a rounded square, reminiscent of the shape of icons on the home
screen, however, new models which include Apple's fingerprint recognition feature Touch
ID (which use the Home button as the fingerprint sensor) have no symbol. The iPhone Xdoesn't
have a Home button but instead Face ID, a facial recognition authentication method.

A multi-function sleep/wake button is located on the top of the device. It serves as the unit's power
button, and also controls phone calls. When a call is received, pressing the sleep/wake button once
silences the ringtone, and when pressed twice transfers the call to voicemail. Situated on the left
spine are the volume adjustment controls. The iPhone 4 has two separate circular buttons to increase
and decrease the volume; all earlier models house two switches under a single plastic panel, known
as a rocker switch, which could reasonably be counted as either one or two buttons.

Directly above the volume controls is a ring/silent switch that when engaged mutes telephone
ringing, alert sounds from new & sent emails, text messages, and other push notifications, camera
shutter sounds, Voice Memo sound effects, phone lock/unlock sounds, keyboard clicks, and spoken
auto-corrections. This switch does not mute alarm sounds from the Clock application, and in some
countries or regions it will not mute the camera shutter or Voice Memo sound effects. [112] All buttons
except Home were made of plastic on the original first generation iPhone and metal on all later
models. The touchscreen furnishes the remainder of the user interface.

A software update in January 2008[113] allowed the first-generation iPhone to use cell tower and Wi-
Fi network locations trilateration,[114] despite lacking GPS hardware. Since the iPhone 3G
generation, the iPhone employs A-GPS operated by the United States. Since the iPhone 4S

19
generation the device also supports the GLONASS global positioning system, which is operated by
Russia.

The iPhone 6S and 6S Plus, introduced in 2015, feature 3D Touch displays which allows the screen
to recognize how hard it is being pressed using pressure sensitive multi-touch technology.[115] All
subsequent iPhones with the exception of the iPhone SE and iPhone XR[116] have this feature. An
example of how this technology will be used is lightly pressing the screen to preview a photograph
and pressing down to take it.

Sensors
iPhones feature a number of sensors, which are used to adjust the screen based on operating
conditions, enable motion-controlled games, location-based services, unlock the phone, and
authenticate purchases with Apple Pay, among many other things.

Proximity sensor

A proximity sensor deactivates the display and touchscreen when the device is brought near the face
during a call. This is done to save battery power and to prevent inadvertent inputs from the user's
face and ears.

Ambient light sensor

An ambient light sensor adjusts the display brightness which saves battery power and prevents the
screen from being too bright or too dark.

Accelerometer

A 3-axis accelerometer senses the orientation of the phone and changes the screen accordingly,
allowing the user to easily switch between portrait and landscape mode.[117] Photo browsing, web
browsing, and music playing support both upright and left or right widescreen
orientations.[118] Unlike the iPad, the iPhone does not rotate the screen when turned upside-down,
with the Home button above the screen, unless the running program has been specifically designed
to do so. The 3.0 update added landscape support for still other applications, such as email, and
introduced shaking the unit as a form of input (generally for undo functionality). The accelerometer
can also be used to control third-party apps, notably games. It is also used for fitness tracking
purposes, primarily as a pedometer. Starting with the iPhone 5S, this functionality was included in
the M7 Motion coprocessor and subsequent revisions of the embedded chip.

Magnetometer

A magnetometer is built-in since the iPhone 3GS, which is used to measure the strength and
direction of the magnetic field in the vicinity of the device. Sometimes certain devices or radio

20
signals can interfere with the magnetometer requiring users to either move away from the
interference or re-calibrate by moving the device in a figure-eight motion. Since the iPhone 3GS,
the iPhone also features a Compass app, which was unique at time of release, showing a compass
that points in the direction of the magnetic field.

Gyroscopic sensor

Beginning with the iPhone 4, Apple's smartphones also include a gyroscopic sensor, enhancing its
perception of how it is moved.

Radio

Some previous iPhone models contained a chip capable of receiving radio signals;[121] however,
Apple has the FM radio feature switched off because there was no antenna connected to the chip.
Later iterations of the iPhone (starting with the iPhone 7), however, do not contain radio chips at
all.[122] A campaign called "Free Radio On My Phone" was started to encourage cellphone
manufacturers such as Apple to enable the radio on the phones they manufacture, reasons cited were
that radio drains less power and is useful in an emergency such as the 2016 Fort McMurray
Wildfire.[123]

Fingerprint sensor

All iPhone models starting from iPhone 5S (excluding the iPhone 5C and iPhone X) feature
Apple's fingerprint recognition sensor. It is used for unlocking the device and authenticating Apple
Pay purchases (since the iPhone 6) using Touch ID. It is located in the home button.

Barometer

Included on the iPhone 6 and later (excluding the iPhone SE), a barometer used to determine air
pressure, and elevation from the device.[124]

Facial recognition sensor

The iPhone X features a facial recognition sensor, named the TrueDepth camera system. It is used
for unlocking the device and for authenticating purchases using Face ID. It can also be used
for Animojis and AR.

Audio and output

From left to right is the headphone jack, microphone, Lightning connector, and built-in speaker on the base of
the iPhone 5S.
21
On the bottom of the iPhone, there is a speaker to the left of the dock connector and a microphone
to the right. There is an additional loudspeaker above the screen that serves as an earpiece during
phone calls. The iPhone 4 includes an additional microphone at the top of the unit for noise
cancellation, and switches the placement of the microphone and speaker on the base on the unit—
the speaker is on the right.[125] Volume controls are located on the left side of all iPhone models and
as a slider in the iPod application.

The 3.5mm TRRS connector for the headphones is located on the top left corner of the device for
the first five generations (original through 4S), after which time it was moved to the bottom left
corner.[126] The headphone socket on the first-generation iPhone is recessed into the casing, making
it incompatible with most headsets without the use of an adapter. [127] Subsequent generations
eliminated the problem by using a flush-mounted headphone socket. Cars equipped with
an auxiliary jack allow handsfree use of the iPhone while driving as a substitute for Bluetooth. The
iPhone 7 and later have no 3.5mm headphone jack,[128] and instead headsets must connect to the
iPhone by Bluetooth, use Apple's Lightning port (which has replaced the 3.5mm headphone jack),
or (for traditional headsets) use the Lightning to 3.5mm headphone jack adapter, which is included
with all iPhone 7 and later units, and plugs into the Lightning port.

Apple's own headset has a multipurpose button near the microphone that can play or pause music,
skip tracks, and answer or end phone calls without touching the iPhone. Some third-party headsets
designed for the iPhone also include the microphone and control button.[129] The current headsets
also provide volume controls, which are only compatible with more recent models. [130] A fourth ring
in the audio jack carries this extra information.

The built-in Bluetooth 2.x+EDR supports wireless earpieces and headphones, which requires
the HSP profile. Stereo audio was added in the 3.0 update for hardware that supports A2DP. While
non-sanctioned third-party solutions exist, the iPhone does not officially support the OBEX file
transfer protocol.[131] The lack of these profiles prevents iPhone users from exchanging multimedia
files, such as pictures, music and videos, with other Bluetooth-enabled cell phones.

Composite[132] or component[133] video at up to 576i and stereo audio can be output from the dock
connector using an adapter sold by Apple. iPhone 4 also supports 1024×768 VGA output without
audio, and HDMI output,[135]with stereo audio, via dock adapters. The iPhone did not support voice
recording until the 3.0 software update.[119][120]

Battery

22
Replacing the battery requires disassembling the iPhone unit and exposing the internal hardware

The iPhone features an internal rechargeable lithium-ion battery. Like an iPod, but unlike most
other mobile phones at the time of its launch, the battery is not user-replaceable.[127][136] The iPhone
can be charged when connected to a computer for syncing across the included USB to dock
connector cable, similar to charging an iPod. Alternatively, a USB to AC adapter (or "wall charger",
also included) can be connected to the cable to charge directly from an AC outlet. Some models of
the iPhone support wireless charging.[137]

Apple runs tests on preproduction units to determine battery life. Apple's website says that the
battery life "is designed to retain up to 80% of its original capacity after 400 full charge and
discharge cycles",[138] which is comparable to iPod batteries.

The battery life of early models of the iPhone has been criticized by several technology journalists
as insufficient and less than Apple's claims.[139][140][141][142] This is also reflected by a J. D. Power and
Associates customer satisfaction survey, which gave the "battery aspects" of the iPhone 3G its
lowest rating of two out of five stars.[143][144]

If the battery malfunctions or dies prematurely, the phone can be returned to Apple and replaced for
free while still under warranty.[145] The warranty lasts one year from purchase and can be extended to
two years with AppleCare. The battery replacement service and its pricing was not made known to
buyers until the day the product was launched;[146][147] it is similar to how Apple (and third parties)
replace batteries for iPods. The Foundation for Taxpayer and Consumer Rights, a consumer
advocate group, has sent a complaint to Apple and AT&T over the fee that consumers have to pay

23
to have the battery replaced.[146] Apple reduced the price of an out-of-warranty iPhone battery
replacement to $29.[148]

Since July 2007, third-party battery replacement kits have been available [149] at a much lower price
than Apple's own battery replacement program. These kits often include a small screwdriver and an
instruction leaflet, but as with many newer iPod models the battery in the first generation iPhone
has been soldered in. Therefore, a soldering iron is required to install the new battery. The iPhone
3G uses a different battery fitted with a connector that is easier to replace. [150] The iPhone X features
a different battery, with two battery cells, and the adhesive pull tabs are adhered to the sides instead
of folded over the top, therefore making repairs a little more difficult than before. [151]

A patent filed by the corporation, published in late July 2013, revealed the development of a new
iPhone battery system that uses location data in combination with data on the user's habits to
moderate the handsets power settings accordingly. Apple is working towards a power management
system that will provide features such as the ability to estimate the length of time a user will be
away from a power source to modify energy usage and a detection function that adjusts the charging
rate to best suit the type of power source that is being used.[152]

Controversy

On December 28, 2017, amidst many complaints about older iPhone models slowing down when
new ones are released, Apple released a communication to its customers on its website,
acknowledging the effect that old batteries have on the iPhone's performance. [148] The company
offered $29 battery replacements as a solution.[153]

24
 CHAPTER-III
REVIEW OF LITERATURE

25
 REVIEW OF LITERATURE

Androulidakis ; G. Kandus (2011) correlated the brand of mobile phone to users’

security practices,. Users show different behavior in an array of characteristics,
according to the brand of the mobile phone they are using. As such, there is a
categorization of areas, different for each brand, where users are clearly lacking
security mind, possibly due to lack of awareness. Such a categorization can help
phone manufacturers enhance their mobile phones in regards to security, preferably
transparently for the user.

Tajzadeh Namin A. A. ; Rahmani Vahid ; Tajzadeh Namin Aidin (2012) analysed

that the process of deciding over (choosing) a brand may be influenced by situation
and content. The findings suggest a significant relationship between the variables
“brand attitude”, “corporate attitude”, and “product (cell phone) choice”. In addition,
no significant relationship was found between individual decision making processes
(independent or mediated) and product choice.

Serkan Aydin, Gökhan Özer, Ömer Arasil, (2005) had focused on to measure the
effects of customer satisfaction and trust on customer loyalty, and the direct and
indirect effect of “switching cost” on customer loyalty. The findings of this study
show that the switching cost factor directly affects loyalty, and has a moderator effect
on both customer satisfaction and trust

Jonathan, Lee ,Janghyuk, Lee and Lawrence, Feick, (2001) analysed that
moderating role of switching costs in the customer satisfaction-loyalty link; and to
identify customer segments and to retain them. Thus the purposes of this paper are: to
examine the moderating role of switching costs in the customer satisfaction-loyalty
link; and to identify customer segments and then analyze the heterogeneity in the
satisfaction-loyalty link among the different segments. An empirical example based
on the mobile phone service market in France indicates support for the moderating
role of switching costs. Managerial implications of the results are discussed.

26
The Dream Catchers Group (2008) investigated if demographic variables or if
telephone features included on phones students already owned were predictive of
young consumers' perceptions of bundled features. In addition, this study set out to
determine if there were any significant differences in students' perceptions of bundled
features across demographic variables (rural vis-a-vis HBCU, gender, grade level,
cellular telephone brand, major, and age).

Oyeniyi, Omotayo Joseph - Abioudun, Abolaji Joachim (2010) emphasis on

customer loyalty and customer switching cost. Switching cost is one of the most
discussed contemporary issues in marketing in attempt to explain consumer
behaviour. The present research studied switching cost and its relationships with
customer retention, loyalty and satisfaction in the Nigerian telecommunication
market. The study finds that customer satisfaction positively affects customer
retention and that switching cost affects significantly the level of customer retention.

Rodolfo Martínez Gras ; Eva Espinar Ruiz (2012) highlight a new dimension in
information and technology with respect to teenagers in spain. The main objective of
this article is to analyze the relationship between Information and Communication
Technologies and Spanish adolescents. Specifically, researchers have studied, through
qualitative methodology, the characteristics of teenagers’ access and uses of
technological devices. and analyzed the purposes that motivate the utilization of
Information and Communication Technologies, highlighting a close relationship
between technologies and peer communication and entertainment. On the contrary,
there is an under-utilization of all these devices for teaching and learning purposes.

Wafa' N. Muhanna ; Awatif M. Abu-Al-Sha'r (2009) aims at investigating

Jordanian university undergraduate and graduate students' attitudes towards the
learning environment where cell phones are used as learning tools in classroom. The
study comprised two independent variables, level and gender, as covariates. The
findings indicate that undergraduates are more favorable to cell phone environment
than graduate students. The study also reveals that cell phone has more influence on
male students than on female students.

27
Nasr Azad ; Ozhan Karimi ; Maryam Safaei (2012)had presented an empirical
study to investigate the effects of different marketing efforts on brand equity in
mobile industry. The results show that there is a positive and meaningful relationship
between marketing mix efforts and brand equity. In other words, more advertisements
could help better market exposure, which means customers will have more awareness
on market characteristics. Among all mixed efforts, guarantee influences more on
brand equity, which means consumers care more on product services than other
features. Finally, among different characteristics of brand equity, product
exclusiveness plays an important role. In other words, people are interested in having
exclusive product, which is different from others.

Nasr Azad ; Maryam Safaei (2012)states that there are many evidences to believe
that customers select their products based on brand name. Products also maintain their
own characteristics, which make them differentiable from others. In this paper,
researchers have present an empirical study to determine important factors influencing
customers' purchasing intend for cellular phones in capital city of Iran, Tehran. The
results of the study show that there are some positive relationships between exclusive
name and quality perception, between exclusive name and word of mouth
advertisement, between quality perception and fidelity, between word of mouth
advertisement and brand name and between brand name image and brand name.

Mehran Rezvani; Seyed Hamid Khodadad Hoseini; Mohammad Mehdi

Samadzadeh (2012) investigates the impact of Word of Mouth (WOM) on Consumer
Based Brand Equity (CBBE) creation. WOM characteristics such as, volume, valence,
and source quality are studied to find how intensely they each affect brand awareness,
perceived quality, and brand association. The results suggested that volume and
valence, two elements of WOM, affect CBBE and no significant relationship between
source type and brand equity was seen.

28
Sany Sanuri Mohd. Mokhtar; Ahmed Audu Maiyaki ; Norzaini bt Mohd Noor
(2011) explores the relationship between service quality and customer satisfaction on
customer loyalty with regards to mobile phone usage among the postgraduate students
of a university in Northern Malaysia. The results show that both service quality and
customer satisfaction significantly affect the level of customer loyalty of mobile
phone users in Malaysia. It was therefore, recommended that mobile service providers
should pay special attention to their service quality and the factors that drive customer
satisfaction.

Shakir Hafeez ; SAF Hasnu (2010) states that Customer satisfaction is a crucial
element for the success of all businesses. One of the biggest challenges for a market is
how to satisfy and retain the customers. This study is based on Mobilink’s prepaid
customers. The findings suggest that overall customer satisfaction and customer
loyalty is comparatively low among the customers of Mobilink. The Customer loyalty
in Pakistan’s mobile sector is relatively low because it is an emerging industry, new
players are entering in this market and customers are more fascinated to try the new
service providers. However it is expected that when the industry will be well
established, the results will be more comparable to other studies.

Shibashish, Chakraborty and Kalyan Sengupta (2008) endeavors to make a

detailed study on important demographic variables of customers affecting brand
switching of customers. This study will highlight pertinent aspects of prediction of
switching proclivity of customers from one service provider to another.
Harsha de Silva, (2011), generally shows that adoption of (primarily) mobile
telephones has significant benefits not just to the adopter, but to the community at
large. In this context, the objective of the current article is to examine, from a user
perspective, the influences (as well as the interplay of these influences) on mobile
phone adoption by the poor in a selected set of countries in the emerging Asian
region.

29
Brenda, Mak, Robert Nickerson and Henri Isaac (2009),investigates the factors
affecting the attitudes towards the social acceptance of mobile phones in public places
and how this attitude affects its usage Results of the analysis indicate that the attitudes
about mobile phone use in public places depend on country, and age factors. This attitude
in turn significantly affects the usage frequency of mobile phones. In addition, usage
frequency also is affected by gender and work status.

Arvind Sahay and Nivedita Sharma (2010) focused on brand relationships are
indeed important for different categories of young consumers; second, to investigate
the effect of peer influence, family influence, and brand relationships on switching
intentions amongst young consumers; and third, to look at the impact of price changes
on switching intentions in the context of brand relationships. Researcher’s results
suggest that young consumers develop relationships on all brand relationship
dimensions.

Ramakrishnan Venkatesakumar, D. Ramkumar and P. Thillai Rajan, (2008),

confirms that Brand loyalty and brand switching behaviour of the consumers are
evergreen issues of research and strategic importance to the marketers and academic
researchers. The current research aims to address the significance of product attributes
in brand switching behaviour through multi-dimensional scaling and results suggest
that a set of product attributes trigger the intention to switch the current brand.

Heikki Karjaluoto, Jari Karvonen et al, (2005), had analyzed that Mobile phone
markets are one of the most turbulent market environments today due to increased
competition and change. Thus, it is of growing concern to look at consumer buying
decision process and cast light on the factors that finally determine consumer choices
between different mobile phone brands. On this basis, this research deals with
consumers’ choice criteria in mobile phone markets by studying factors that influence
intention to acquire new mobile phones on one hand and factors that influence on
mobile phone change on the other are some general factors that seem to guide the
choices. The two studies show that while technical problems are the basic reason to
change mobile phone among students; price, brand, interface, and properties are the
most influential factors affecting the actual choice between brands.

30
 Luca Petruzzellis (2010), referred and concluded that technology nowadays is
overcome by customer preferences and needs. In particular, the role of the brand is to
be analysed with respect to its influence in shifting customer preferences from the
technical performances (tangible elements) to the emotional/symbolic ones (intangible
elements). The researchers had provided an analysis of the brand attitude and
perception tested and viewed through user eyes.

Chu-Mei Liu (2002), inferred that Branding is important to manufacturers, retailers

and consumers. Brands with higher brand equity have higher sales. The growth of
mobile phone subscriptions is considerably faster in the Philippines. Advertising and
promotion are undertaken through cooperation between the service providers and
mobile phone manufacturers. The study tries to find out the effects of the different
activities on consumer choice of mobile phone brands.

Hans Kasper, Josée Bloemer, Paul H. Driessen, (2010), has thrown light on how
consumers cope with confusion caused by overload in information and/or choice. The
paper investigates whether consumers who face different degrees of confusion use
different coping strategies depending upon their decision-making styles. The
researchers found that consumers of mobile phones can be characterized by
combinations of decision-making styles and find three clusters based on decision-
making styles: “price conscious and cautious” consumers, “brand-loyal and quality-
driven” consumers, and “functionalist” consumers. Results show significant main
effects of the degree of confusion and the decision-making styles on the use of coping
strategies as well as a significant interaction effect of these two.

Anne Martensen, (2007), examine tweens' (8-12 year-olds) satisfaction with and loyalty
to their mobile phones and the relationship between these. The results indicate that tweens
are far more satisfied with their mobile phones than adults are and that the mobile phones
fulfill children's expectations to a much higher degree. Still, brands are not able to turn
tweens into loyal customers who will recommend their mobile phones to friends.
Tweens' loyalty is lower than what is experienced for adults and the relationship between
satisfaction and loyalty is very weak.

31
Pratompong Srinuan, Mohammad Tsani Annafari, Erik Bohlin, (2011), states
that subscriber characteristics, including age, government officer, self-employed,
internet use, central region, and southern region, are significant in explaining the
switching behavior of Thai mobile subscribers. This study also shows that the largest
mobile operators will gain more switching subscribers than smaller operators. The
study shows that the expected impact of implementing MNP without national mobile
roaming regulations would be worse for smaller mobile operators. The smaller
operators need to compete on both price and quality improvement. In the short run, it
would not be possible for the smaller operators to compete with the larger operators
due to the inequality in the quality of network coverage.

Ajax Persaud, Irfan Azhar, (2012) concludes that consumers' shopping style, brand
trust, and value are key motivations for engaging in mobile marketing through their
smartphones. Further research should focus on specific tactics marketers use to
engage customers beyond marketing messages, that is, how they engage customers in
dialogue to build relationships, encourage purchases and build loyalty. This could
reveal how customers really want to engage in mobile marketing.

Ahmed Alamro, Jennifer Rowley, (2011) explored that there are 11 antecedents of
brand preference; these can be theoretically clustered into three groups: awareness
antecedents (controlled communication (advertising), and uncontrolled
communication (publicity, word of mouth)); image antecedents (service value
attributes (price, quality), provider attributes (brand personality, country of origin,
service (employee + location)), and corporate status (corporate image, corporate
reputation)); and, customer attribute antecedents (satisfaction, perceived risk, and
reference group). Multiple regression showed the contribution of each of these
antecedents to brand preference.

Hande Kimiloglu, V. Aslihan Nasir, Süphan Nasir, (2010), aims to discover

consumer segments with different behavioral profiles in the mobile phone market.
Pragmatic consumers are found to give high importance to the functional, physical
and convenience-based attributes of the product. The abstemious group also gives
importance to functionality along with design. While value-conscious consumers
focus strongly on price, the charismatic segment represents the want-it-all group
valuing many attributes such as technological superiority, practicality, durability,
32
functionality, and design. The study also includes findings and discussions about the
differences these clusters display in terms of their involvement and loyalty styles.

Lynda Andrews, Judy Drennan, Rebekah Russell-Bennett, (2012) examine the

nature of consumers' perceptions of the value they derive from the everyday
experiential consumption of mobile phones and how mobile marketing (m-marketing)
can potentially enhance these value perceptions. The findings highlight ways to tailor
m-marketing strategies to complement consumers' perceptions of the value offered
through their mobile phones.

Asta Salmi, Elmira Sharafutdinova, (2008) signifies that the general features (high
power distance, femininity, high uncertainty avoidance) characterizing Russian
culture affect preferred mobile phone design. Long-term values are seen, for example,
in family orientation, which affects the use of mobile phones. Changing cultural and
socio- economic features are seen in the strict division of consumers into distinct
segments. Current aspects of society, such as high level of street crime, are apparent
in the desired features of products. The emerging Russian markets seem to consist of
very different consumer groups and simultaneously represent both old and new
cultural features and norms. Design has become a central tool for affecting product
marketing, and an influential community of designers and a design industry are
emerging.

Kurt Matzler, Sonja Bidmon, Sonja Grabner-Kräuter, (2006) explore the

relationship among two personality traits (extraversion and openness), hedonic value,
brand affect and loyalty. It argues that individual differences account for differences
in the values sought
by the consumer and in the formation of brand affect and loyalty. It was found that
extraversion and openness are positively related to hedonic product value and that
the personality traits directly (openness) and indirectly (extraversion, via hedonic
value) influence brand affect which in turn drives attitudinal and purchase loyalty.

Fred Robins, (2003) analyzed that the marketing of the next generation of mobile
phones. It begins with comments on the state of the telecom industry and draws
attention to elements of technological and product convergence, highlighting the
point that while industry convergence on digital technology is a fact, today’s mobile
33
telephony marketplace is nonetheless characterized by three generations of
technology and the latest generation, 3G, embraces three related but competing
standards. The research examines 2G, 2 and a half G and 3G developments around
the world and identifies factors relevant to the marketing of 3G, including
recognition of geographical and user diversity and the consequent need for
marketers to keep these various user perspectives in mind. However, customer
desire for personalisation, including personalised 3G services, are important
features of the marketplace, as will be the availability of simple, secure payment
systems.

Jaakko Sinisalo, Jari Salo, Heikki Karjaluoto, Matti Leppäniemi, (2007) states
that the purpose of this study is twofold. First, in order to guarantee a coherent
discussion about mobile customer relationship management (mCRM), this paper
presents a conceptualization of mCRM delineating its unique characteristics.
Second, the authors develop the empirically grounded framework of the underlying
issues in the initiation of mCRM. Researchers have identifies issues that can be
divided into three categories (exogenous, endogenous and mCRM-specific) the
company has to take into account when moving towards mCRM.

34