This report reviews Apple's new position in the mobile market by reviewing the company and its historic performance over the last eight years and detailing the iPhone and App Store. A forecast is provided from 2009 to 2013 showing how the relative positions of Apple and Nokia will change as the smartphone market develop according to a new playbook.
Apple's strength and competitive position in this rapidly-changing market is analysed in detail and compared with that of the main incumbent players in the mobile industry. The report reveals the criteria for success in the new mobile market and provides a clear explanation for how mobile operators could modify their existing third-party developer programmes in a way that would provide them with more incremental service revenue that will be possible by pursuing their existing strategies.
