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The impact of the iPhone in Italy and that in the USA

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The iPhone is coming, certainly not much is missing. And for the first time it will be brought by two telephone companies instead of one. The suffering Telecom Italia and the sprightly Vodafone (Telecom suffering because, after all, it has lost the exclusive rights that it was believed would have been hers for months). They will probably have to converge towards common positions in the first phase to sell as many iPhones as possible and then, secondly, begin the real commercial battle to diversify. It will be a complex and interesting process to observe, given the different corporate cultures of the two companies and the possible positive developments of this dual exclusive model for Italian consumers.

But how will the face of cell phone owners in our country change when iPhone arrives in a "definitive" form rather than cracked as it is now, in reality, some tens of thousands of fellow citizens are experimenting? Obviously we cannot read the future in the crystal bowl, but we can still try to understand by analogy what has happened so far in a market, albeit different, however comparable within certain limits. We can take a look at the USA, thanks to a report created by Rubicon Consulting. Here are the main points of the research:

IPhone users are very satisfied. The levels of satisfaction perceived in the use of the appliance are very high and also the use of the various functions is very high. In practice, they exploit the "machine" a lot

The main function is Email. IPhone users use the data feature a lot to read (and not write) emails. Thanks above all to the flat rate for the data connection.

iPhone increases mobile browsing. More than 75% of users use the iPhone to browse websites while on the go.

But there are browsing problems because not all sites open perfectly: for 40% of users happened to find at least one "incompatible" site.

The iPhone expands the telephony market In the US, 50% of iPhone users have replaced a normal phone, 40% a smartphone and 10% to the first mobile phone. Among the normal phones, the Motorola Razr was replaced more, among the smartphones the Rim Blackberry to drive, followed by Windows Mobile phones

A third of iPhone users bring another phone. Users who bring a second phone do so both for voice functionality and to manage and above all write emails. In fact, it is often a Blackberry, especially if it is a corporate one.

A quarter of iPhone users do without the laptop. About 28% are those who say they have left their notebook at home and can now use their iPhone for almost all the uses they needed, ie web and email.

IPhone users are young. The demographics of those who use iPhones of around 50% under the age of 30 and 15% of these are high school or college students.

Apple sells a lot to its previous customers. The majority of iPhone users in the US own at least one other Apple technology. In fact, 75% already owned an iPod or Mac when buying the iPhone.

With the iPhone you spend more. The average is an increase in the phone bill of around 24%, with annual telephony consumption rising by around $ 228 on average.

IPhone changes phone company. About half of the iPhone users come from other telephone companies than those who sell it exclusively in the USA, ie At & T

The At & T bet is paying off big time. The large American telephone company is expected to see its annual turnover increase by a staggering $ 2 billion thanks to the inclusion of the iPhone in its product and service portfolio.

Up to now (the report was published in April 2008), about three million iPhones have been activated in the US