1. iPad Team iPear - Group 6 Tom Doan Nicholas GustitusHovanesKanbourianDiem-Sang Tran

2. Overview of Apple and iPAD Apple is one of the leading technology firms providing information and media onto a single device Product Offering: Apple iPad Market Position: A premium price for a high quality tablet pc for all ages New market with emerging competitors

3. Mission and Vision Mission • To improve computing experience to students, educators, creative professional and consumers around the world in relation to eReading. Vision • To make a contribution to the world using Tolstoy for the mind to advance human kind

4. Strategy Approach Defining Winning: • 51% of the E-book sales by the end of the year from the publishers we work with Our Strategy: • Improve the device for better sales • “In a Box” thinking • Keep positive customer perspective

5. Generic Strategies

6. How to win Improve app quality with publisher/owners Improve the technology and information available in upgrades/newer models Resource capability needs to grow Keep Customer perspective positive

7. Vrine Model

8. PESTEL

9. The 5-Force Model

10. Opportunities and Risk Assessment Opportunities • Brand Recognition • Value curve categories • Customer Support Risks • Easily substitutable (Computers, TV, Newspapers) • Inimitable • Slim Barriers of Entry into the E-Reader Market Resources • Capital for expansion and R&D • New Operating System slated for release • Reputation of a innovative company

11. Value Curve User Friendly Interface  (10) • Simple navigation menu for content, settings, etc. • Ease of search function Content (8) • Different content from Competitors • Able to read PDF, word, excels, and PPT doc. • Application for free or less. Weight/Size (9) • 9.56” in height, 7.47” in width and 0.5” in depth • 1 and ½ lbs. Aesthetics (10) [main goal for Apple] • Modern look Connectivity (9) • WiFi and 3G Display (8) • 1024 by 768 high resolution screen • 9.7” screen Other Capabilities (9) • Offers a variety of ways to read digital text • Watch the news online Energy Efficient (5) • Great for a tablet PC, not for an eReader • 10 hours compared to days or weeks Cost (3) • Expensive as an eReader • Starts off at $499 with 16GB of memory and WiFi to $829 with 64GB of memory, WiFi and 3G Memory (9) • 16, 32 or 64 GigaByte internal hard drives

12. Value Curve

13. Balance Scorecard

14. Thank you!