Telstra has revealed the addition of almost one million new mobile services in the six months to December 2011, but Sensis revenues plummeted 24 percent in 12 months.
When Apple founder Steve Jobs took the stage at Macworld in January, he stated how happy he would be if the iPhone managed to capture a 1% share of the 1 billion unit annual global market for mobile phones in its first year. Therefore, if the figures of a new purchasing intentions survey are accurate, Jobs should be jumping in the air and doing heel clicks.
According to the survey from US-based market
research firm Markitecture, 6% of 1300 mobile phone owners polled
indicated that they were likely to buy an iPhone in the next 12 months.
Much of the media is portraying this as a negative figure. However,
given that an iPhone has not even been viewed let alone handled by the
majority of mobile phone users, the survey result appears to be
sensational. Translated into a global figure of annual unit sales 6%
would be around 60 million iPhones sold, a market share to rival that
of the highly successful Motorola RAZR.
However, the news gets even better for Apple. According to the
Markitecture survey, 77% were aware and 41% had a good impression of
the iPhone based on everything they had seen or heard. What's more,
familiarity with the iPhone is positively correlated with overall
impression - strength of impression increases dramatically with
increased exposure - 83% of those very familiar with the iPhone had an
excellent or very good impression of the product.
The survey cited the fact that two thirds of consumers surveyed said
there was zero chance they would buy an iPhone. Once again, at this
stage of the game, with no product in the market, it is a fair bet that
Apple is not too dissatisfied with the knowledge that 33% of the market
would at least consider an iPhone when making their next purchase.
The biggest hurdles for Apple to overcome in selling iPhone into the
mobile phones space, according to survey, were the high cost (US$499
and US$599), followed by carrier issues (just Cingular in the US) and
contracts (iPhones will be sold with a two year contract). However, 6%
of consumers surveyed have already indicated that they're willing to
buy an iPhone despite the hurdles. If the product lives up to its
promise after release and Apple manages to rope in a few more of the
33% prepared to at least consider the new phone, Apple could end up
with a monster on its hands.
David Bass
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