Goldberg+Final+Proposal

Goldberg A.

TO: Proximity Mobile Team FROM: Aaron Goldberg DATE: April 10, 2010 SUBJECT: Final Report Proposal

Apple's iPhone is currently the most popular smart phone on the market. Apple has the potential to monopolize the mobile market by allowing owners to choose Verizon Wireless's service in addition to the already offered AT&T service. By doing this, Apple will greatly increase its potential market by making the iPhone available to a much higher range of people. I propose to write a report on how Apple can position the iPhone as the sole leader in the mobile market.

Need

Apple is on the verge of several big moves that will benefit them greatly


 * Allowing users to choose Verizon Wireless service in addition to AT&T
 * Developing new and improved technology to stay ahead of the competition, such as the new iPhone OS 4
 * Applying user feedback to deliver a product that is the most user-friendly

In June, 2010, Apple's contract with AT&T will expire. When this happens, it is believed Apple will make it possible for consumers to be able to utilize the iPhone whether they have AT&T or Verizon Wireless service. Apple will also be releasing the new iPhone OS 4, which has been developed while keeping customer feedback and opinions in mind.

Clients of Proximity who wish to target Gen-Y consumers need this report to understand what Apple should do to truly dominate today's mobile market.

Topic

The proposed report, "How Apple's iPhone Will Attract Gen-Y in the Mobile Market," will cover the following topics:
 * Apple's potential deal with AT&T and Verizon Wireless
 * Apple's new operating system, OS 4
 * User Feedback

Sources

The following items are key sources for the report. I will still need to find additional sources.

Yarow, Jay. "Apple's Contract With AT&T is Done in June". Business Insider. April 10, 2010 .

I will use this source to discuss Apple's termination of its current contract with AT&T, as well as some estimates of how large a market share Apple will gain by allowing users to use Verizon as well as AT&T.

Ogg, Erica. "What's in Store for Apple iPhone OS 4?". Circuit Breaker. April 7, 2010 .

I will use this source to discuss what kinds of improvements Apple will make with their upcoming new operating system.

Chen, Jason. "This is Apple's Next iPhone". Gizmodo. April 19, 2010 .

I will use this source to discuss Apple's upcoming newest model, the iPhone 4G.

Gohring, Nancy. "New iPhone is Coming, Plus a Version for Verizon, Report Says". PC World. April 9, 2010 .

I will use this source to further discuss the contract with Verizon Wireless.