Important Presentation Guidelines

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1 Important Presentation Guidelines
iPod et iTunes An Apple In Your Pocket Important Presentation Guidelines This is an Apple sales tool intended for face-to-face presentations to customers. Please do not distribute. Fonts: This presentation uses Apple Garamond Light and Book and standard Helvetica (TrueType versions). Display settings: For best results, display the presentation at 1024-by-768-pixel resolution with the color depth set to millions of colors. Viewing the presentation: For best results, use Mac OS X v10.1 or later and Microsoft PowerPoint for Mac OS X. Mac OS X automatically smoothes fonts onscreen. If viewing in Mac OS 9, use PowerPoint 2001 and turn on font smoothing before presenting to an audience (go to Apple menu/Control Panels/Appearance/Fonts/Smooth all fonts on screen). Printing the presentation: For best results, select Microsoft PowerPoint from the pop-up menu in the print dialog box and choose the following options. Select Scale to Fit Paper. If printing to a black-and-white printer, select Grayscale from the Output menu. To print handouts of the presentation for customers, choose one of the Handouts options from the Print What pop-up menu. To print slides with speaker notes, select Notes from the Print What pop-up menu (do not distribute speaker notes to customers). Hatem BEN AMOR Bruno GODARD Patrick MERLIN Julien REYNIER Roberto SPAGNOLO

2 Plan Histoire d’Apple iPod iTunes music Store
Analyse et recommandations

3 Histoire : début 76 : à 21 ans Steeve Jobs incite Wozniak à quitter HP, ils mettrent au point l’Apple I qu’il vend jusqu’à l’autre bout du pays 77 : Avec l’Apple II, le 1er ordinateur personnel. Démonstrations au PARC. Jobs signe un accord pour utiliser les technologies de Xerox. 80 : Introduction d’Apple en bourse, 1er succès historique du capital risque, Apple est devenu une succès story légendaire.

4 Histoire : Mac Le directeur de Pepsi aux commandes d’Apple.
84 : Apple sort le Macintosh: une révolution. L’interface graphique met l’ordinateur à portée de tous : Naissance de la Mac attitude 85 : Jobs, mis au placard démissionne d’Apple. Jobs lance NeXT et rachète Pixar. Refus d’Apple de licencier MacOS : erreur lourde 96 : NeXT est racheté par Apple, retour de Jobs comme iPDG (intérim) 98 : restructuration d’Apple, lancement de iMac : Apple renoue avec le succès.

5 Histoire : iTools 99 : WiFi avec Airport.
2000 : MacOS X enfin fiable est un succès. Une suite de iTools (iDisk, Mac.com, Kidsafe, HomePage, iMac & iBook, iDVD, iPhoto, iCal, iSync, iMovies) 2001 : iPod, lecteur de musique de poche; iTunes, Juke box virtuel, iTunes Music Store, magasin de musique en ligne. 2002 : un « Grammy award » récompense iTunes >3 millions de morceaux vendus en 1 mois 70 millions de morceaux vendus aux États-Unis, en un an. Juin 2004: Music Store en France, UK, Allemagne

6 The Best Digital Music Player ?
The Best Digital Music Player. Now for Windows. iPod is the most revolutionary digital music player available today. Combining ultraportability with massive storage capacity, iPod holds up to 4000 songs, plays all day on a 10-hour battery, and fits in your pocket. It’s also incredibly easy to use. Just plug iPod into your computer, and your music library—complete with playlists—is automatically transferred over the superfast FireWire connection. Whenever you add music or rearrange your playlists, just plug iPod in again for an instant update. Plug, unplug, and play—it’s that simple. Since the introduction of the original iPod in October 2001, Apple has continued to innovate—adding new features to enhance your listening experience, providing greater storage capacity, and offering aggressive pricing—while retaining the features that have made the iPod known as the best digital music player in the world. Now iPod is available for Windows. Windows users have been asking for a PC version of iPod since its introduction. iPod for Windows opens the door to the millions of users who have PCs equipped with FireWire. And the overall market for MP3 players is growing at an incredible rate. The Best Digital Music Player ?

7 iPod : le produit Lecteur MP3 (pas de vidéo) de très grande capacité mémoire Design particulier (Design Apple 2000) Grande gamme d’accessoires Compatible avec les OS Windows A Revolution in Portability Why is iPod so successful? It’s the first digital audio player to combine massive storage capacity with an ultracompact design that makes it truly portable. The high-capacity 20GB iPod stores up to 4000 songs in high-quality 160-Kbps MP3 audio format. That’s 11 hours of nonstop, nonrepeating music. You can take your entire music collection with you without needing to carry extra gear such as discs, expensive flash cards, or memory backpacks. iPod is equipped with a built-in rechargeable 1200-mAh lithium polymer battery. Lithium polymer is an innovative technology that keeps the battery small and light. The result is 10 hours of continuous play on a single charge That means you can play iPod all day without recharging. iPod is ready for the most active users, delivering an industry-leading 20 minutes of skip protection. iPod has a 32MB memory cache. The cache is made up of solid-state memory, meaning that it has no mechanical or moving parts, so it is not affected by movement of the device. iPod skip protection works by preloading up to 20 minutes of music into the cache at a time. iPod plays from the memory cache rather than the hard disk, so even rigorous activity won’t cause music to skip.

8 Ipod : marché Marché: Grande distribution, toute personne écoutant de la musique sur format MP3 Segmentation population sensible au prix Population sensible à l’image Population sensible aux spécificités techniques (capacité de mémoire…) Breakthrough User Interface Apple’s legendary reputation for user friendliness is reflected in every element of iPod. From the organization of the menu interface, to the careful placement of the scroll wheel and control buttons, to the design of the display and backlight, Apple’s thoughtful attention to detail ensures a great user experience. The new touch-sensitive scroll wheel lets you quickly browse through your collection of songs. iPod dynamically adjusts the scrolling speed based on how fast you spin the wheel, so you can zip through long lists and pinpoint songs in an instant. With no moving parts, the touch wheel is more durable. Five simple, intuitive buttons allow easy, one-handed operation. The high-resolution 2-inch (diagonal) LCD delivers crisp text and high contrast for clear readability indoors and outdoors. Its 240-millisecond refresh rate eliminates any visible lag when you scroll through hundreds of songs or artists. For clear visibility in low-light conditions, you can turn on the white LED backlight. The touch-sensitive scroll wheel is available on the 10GB and 20GB units for the Mac and PC. 5GB units have the mechanical wheel.

9 Ipod : concurrence Concurrence: tous les lecteurs mobiles MP3 (Creative, Mercury, Acer, Philips, Arcos) Ex : Creative : nouveaux produits spécifiques (proches de iPod), moins chers, de meilleure qualité (bénéficient d’une batterie de brevets dans le domaine du son) Incredible Storage. Ultralight. iPod is truly portable—it weighs less than most audio CD players and even many cell phones. In fact, it’s the lightest and smallest hard drive–based MP3 player on the market today. Its sleek design makes it easy for users to take their music with them everywhere they go. Take a look at how iPod stacks up against comparable systems. Both the Rio Riot at 10 ounces and the Nomad Jukebox 3 at almost 12 ounces weigh considerably more than iPod. Rio Riot Nomad Jukebox 3

10 IPod : fournisseurs Demande > offre
A Revolution in Simplicity iPod is incredibly simple to use, making it a great MP3 player for first-time users. iPod comes with music jukebox software to make encoding (ripping) CDs as easy as a push of a button. You can also organize your music by creating playlists, so you can listen to songs in the order and combinations you like. iPod is the only MP3 player to offer Auto-sync, so updating your iPod is as easy as plug and go. Every time you plug iPod into your computer via FireWire, new music, playlists, and equalizer settings are automatically transferred to your iPod. With other MP3 players, you have to manually drag each new song from your computer into your MP3 player. Demande > offre => un atout au fournisseurs de composants (disques durs,…)

11 iPod : positionnement Produit haut de gamme Design très distingué
Différenciation Produit haut de gamme Design très distingué Prix élevé Technologie avancée (DRM,…) Verrouillage des utilisateurs Premium Sound Your music will sound great on iPod. A powerful 60-mW amplifier (30 mW rms per channel) delivers audio as loud as you want. Combine all that power with an ultrawide 20Hz to 20,000Hz frequency response, and listeners will hear distortion-free music—with heart-thumping bass and crystal-clear highs—for a superb audio experience. The iPod headphones are exceptional. The earbud-style headphones rely on Neodymium transducers, a rare earth magnet that significantly enhances frequency response and overall sound quality. Most other headphones use aluminum, cobalt, or ceramic drivers; at the same size, the Neodymium driver is five times as powerful. Because the strength of the driver increases the accuracy of the sound, the iPod headphones provide a high-energy listening experience while minimizing distortion. In fact, tests show that the music quality from our headphones surpasses the quality of competing products valued at $150. Note: The headphones introduced in July 2002 are approximately 1 mm smaller in diameter with enhanced audio quality.

12 Verrouillage avec iPod
Par la marque : l’univers Apple plus “convivial” Par les formats propriétaires L’univers Apple clos. More than Music iPod is more than an MP3 player—it comes with Contacts and Calendar features and a digital clock, so you can manage your life on the go. iPod stores up to 1000 contacts and all of your appointments along with your music. The most popular applications, such as Mac OS X Address Book, Microsoft Entourage, Microsoft Outlook, and Palm Desktop, can all export their information as industry-standard vCard or vCalendar files. The iPod calendar also works perfectly with iCal, Apple’s new desktop calendar application that makes it easy to manage and view multiple calendars at the same time. iPod also doubles as a portable FireWire hard drive, so you can store files and applications from your computer and take them with you wherever you go. You can rely on iPod for backing up important data, transferring files between work and home, and even taking applications, presentations, and digital movies on the road. Disk space is shared between music and data, and iPod is smart enough to separate your data files from your music files so you won’t accidentally erase data when automatically updating your music.

13 Ipod : conclusion C’est un produit réussi du point de vue du design.
À la traîne du point de vue technique. Divers verrouillages qui FireWire Unlike most digital audio players that use a USB connection to transfer music, iPod uses a blazing-fast FireWire connection. To demonstrate just how fast FireWire is, we ran some tests to compare download speeds. The USB-based Rio Riot took 2 minutes and 45 seconds to download a 39-minute, 30-second George Winston album; iPod completed the download in under 5 seconds. The Nomad Jukebox took 4 minutes and 52 seconds to download a 69-minute Yo-Yo Ma album; iPod was done in 9 seconds. And it took 30 minutes to transfer 4000 songs to a 20GB iPod, whereas it took 13 hours to do the same on a Rio Riot. FireWire is more than 30 times faster than the USB devices. iPod also uses FireWire to recharge. This means iPod can automatically charge its battery at the same time it is transferring music or data, all with a single FireWire cable. And while you are on the go or away from your computer, iPod can be charged from a standard electrical outlet using the included FireWire cable and power adapter. Whether charging from your computer or the included power adapter, iPod features a one-hour fast charge to 80% of the battery’s capacity. You can fully charge your battery in up to three hours. (Charging via computer requires 6-pin-to-6-pin FireWire. 4-pin-to-6-pin FireWire does not support charging.) Note: iPod testing was conducted on Mac systems via FireWire; Rio Riot and Nomad Jukebox tests were done on PCs via a USB 1 connection.

14 iTunes music store In Sync with iTunes iPod for the Mac comes with iTunes 3, which allows you to easily organize and listen to your music collection as well as enhance the sound quality of your music. Here are just a few of the great features of iTunes 3. Smart Playlists. Smart Playlists assemble playlists automatically, based on a set of criteria you select (“all my rock songs added in the last month”). In addition, your Smart Playlists can be updated automatically (for example, new rock songs in your library will be automatically added to “all my rock songs added in the last month”). Sound simple? It is, and no other music management software offers this feature. Sound Check. Music CDs are all mastered differently, so there can be tremendous discrepancies in volume levels between songs on different albums. Sound Check automatically adjusts the volume of songs to create a more consistent, smooth listening experience. And the next time you sync your iPod, the Sound Check settings will be automatically carried over to iPod. EQ settings/presets. EQ settings let you fine-tune how your music sounds on your particular system or in your listening environment. You can apply these settings to individual songs and download them to your iPod. This is one of the most popular features in iPod.

15 Le produit Vente de musique par unité en ligne sur format AAC / DRM à l’aide de Itunes (Jukebox) Droit d’utilisation sur 3 PC et copies sur CD limitées à 10 par compilation identique (possibilité de ripper le contenu d’un CD gravé) In Sync with iTunes iPod for the Mac comes with iTunes 3, which allows you to easily organize and listen to your music collection as well as enhance the sound quality of your music. Here are just a few of the great features of iTunes 3. Smart Playlists. Smart Playlists assemble playlists automatically, based on a set of criteria you select (“all my rock songs added in the last month”). In addition, your Smart Playlists can be updated automatically (for example, new rock songs in your library will be automatically added to “all my rock songs added in the last month”). Sound simple? It is, and no other music management software offers this feature. Sound Check. Music CDs are all mastered differently, so there can be tremendous discrepancies in volume levels between songs on different albums. Sound Check automatically adjusts the volume of songs to create a more consistent, smooth listening experience. And the next time you sync your iPod, the Sound Check settings will be automatically carried over to iPod. EQ settings/presets. EQ settings let you fine-tune how your music sounds on your particular system or in your listening environment. You can apply these settings to individual songs and download them to your iPod. This is one of the most popular features in iPod.

16 Le marché Les clients de l’Ipod + consommateurs de MP3 sur PC qui évitent d’utiliser le peer to peer Le marché américain où l’application des lois de copyright sont plus strictes In Sync with iTunes iPod for the Mac comes with iTunes 3, which allows you to easily organize and listen to your music collection as well as enhance the sound quality of your music. Here are just a few of the great features of iTunes 3. Smart Playlists. Smart Playlists assemble playlists automatically, based on a set of criteria you select (“all my rock songs added in the last month”). In addition, your Smart Playlists can be updated automatically (for example, new rock songs in your library will be automatically added to “all my rock songs added in the last month”). Sound simple? It is, and no other music management software offers this feature. Sound Check. Music CDs are all mastered differently, so there can be tremendous discrepancies in volume levels between songs on different albums. Sound Check automatically adjusts the volume of songs to create a more consistent, smooth listening experience. And the next time you sync your iPod, the Sound Check settings will be automatically carried over to iPod. EQ settings/presets. EQ settings let you fine-tune how your music sounds on your particular system or in your listening environment. You can apply these settings to individual songs and download them to your iPod. This is one of the most popular features in iPod.

17 La concurrence Très développée: tous les FAI offrent la vente de MP3 en ligne Mauvaise communication : consommateurs mal informés des services offerts Prix dissuasifs Produits de substitution Le peer to peer Les CD originaux notamment les singles (valeur du support physique pour un cadeau) In Sync with iTunes iPod for the Mac comes with iTunes 3, which allows you to easily organize and listen to your music collection as well as enhance the sound quality of your music. Here are just a few of the great features of iTunes 3. Smart Playlists. Smart Playlists assemble playlists automatically, based on a set of criteria you select (“all my rock songs added in the last month”). In addition, your Smart Playlists can be updated automatically (for example, new rock songs in your library will be automatically added to “all my rock songs added in the last month”). Sound simple? It is, and no other music management software offers this feature. Sound Check. Music CDs are all mastered differently, so there can be tremendous discrepancies in volume levels between songs on different albums. Sound Check automatically adjusts the volume of songs to create a more consistent, smooth listening experience. And the next time you sync your iPod, the Sound Check settings will be automatically carried over to iPod. EQ settings/presets. EQ settings let you fine-tune how your music sounds on your particular system or in your listening environment. You can apply these settings to individual songs and download them to your iPod. This is one of the most popular features in iPod.

18 Fournisseurs Les grandes maisons de disques (Epic, virgin, Universal, …) bénéficiant d’un fort pouvoir de négociation Confiance accordée à Apple grâce l’image de collaborateur sérieux dont elle bénéficie In Sync with iTunes iPod for the Mac comes with iTunes 3, which allows you to easily organize and listen to your music collection as well as enhance the sound quality of your music. Here are just a few of the great features of iTunes 3. Smart Playlists. Smart Playlists assemble playlists automatically, based on a set of criteria you select (“all my rock songs added in the last month”). In addition, your Smart Playlists can be updated automatically (for example, new rock songs in your library will be automatically added to “all my rock songs added in the last month”). Sound simple? It is, and no other music management software offers this feature. Sound Check. Music CDs are all mastered differently, so there can be tremendous discrepancies in volume levels between songs on different albums. Sound Check automatically adjusts the volume of songs to create a more consistent, smooth listening experience. And the next time you sync your iPod, the Sound Check settings will be automatically carried over to iPod. EQ settings/presets. EQ settings let you fine-tune how your music sounds on your particular system or in your listening environment. You can apply these settings to individual songs and download them to your iPod. This is one of the most popular features in iPod.

19 Objectifs, cibles Être présent sur le marché du son
S’instaurer comme leader de la vente de la musique en ligne Participer à l’assise de l’image de marque d’Apple et ramener des clients pour Ipod en particulier et Apple en général (phénomène de l’univers) Cibles : les gens « honnêtes » qui achètent d’habitude des CD originaux Recherchant une ou quelques chansons d’un album Recherchant des morceaux anciens In Sync with iTunes iPod for the Mac comes with iTunes 3, which allows you to easily organize and listen to your music collection as well as enhance the sound quality of your music. Here are just a few of the great features of iTunes 3. Smart Playlists. Smart Playlists assemble playlists automatically, based on a set of criteria you select (“all my rock songs added in the last month”). In addition, your Smart Playlists can be updated automatically (for example, new rock songs in your library will be automatically added to “all my rock songs added in the last month”). Sound simple? It is, and no other music management software offers this feature. Sound Check. Music CDs are all mastered differently, so there can be tremendous discrepancies in volume levels between songs on different albums. Sound Check automatically adjusts the volume of songs to create a more consistent, smooth listening experience. And the next time you sync your iPod, the Sound Check settings will be automatically carried over to iPod. EQ settings/presets. EQ settings let you fine-tune how your music sounds on your particular system or in your listening environment. You can apply these settings to individual songs and download them to your iPod. This is one of the most popular features in iPod.

20 Positionnement Identification : Partie intégrante de l’image de Apple: sérieux, haut de gamme et assez cher Différenciation : tous les morceaux sont à prix fixe In Sync with iTunes iPod for the Mac comes with iTunes 3, which allows you to easily organize and listen to your music collection as well as enhance the sound quality of your music. Here are just a few of the great features of iTunes 3. Smart Playlists. Smart Playlists assemble playlists automatically, based on a set of criteria you select (“all my rock songs added in the last month”). In addition, your Smart Playlists can be updated automatically (for example, new rock songs in your library will be automatically added to “all my rock songs added in the last month”). Sound simple? It is, and no other music management software offers this feature. Sound Check. Music CDs are all mastered differently, so there can be tremendous discrepancies in volume levels between songs on different albums. Sound Check automatically adjusts the volume of songs to create a more consistent, smooth listening experience. And the next time you sync your iPod, the Sound Check settings will be automatically carried over to iPod. EQ settings/presets. EQ settings let you fine-tune how your music sounds on your particular system or in your listening environment. You can apply these settings to individual songs and download them to your iPod. This is one of the most popular features in iPod.

21 Conclusion Peu de différenciation produit => le prix est le seul critère, or ce n’est pas cohérent avec la philosophie de Apple Le produit en lui même est peu intéressant pour Apple mais c’est la brique qui clôt l’univers An iPod to Fit Any Collection iPod is available for both the Mac and the PC in three storage sizes. The 5GB iPod has a suggested retail price of US$299. The 10GB iPod has a suggested retail price of US$399. The 20GB iPod has a suggested retail price of US$499. All models include earbud-style headphones, an Apple iPod Power Adapter, and an Apple FireWire Cable. All PC models include a 4-pin-to-6-pin FireWire adapter. In addition, 10GB and 20GB models include a carrying case and remote.

22 Your Entire CD Collection. In Your Pocket.
iPod is the perfect combination of incredible storage, ultraportability, and ease of use, making it the best MP3 player for the first-time MP3 player user as well as the music enthusiast. It is the only MP3 player to pack an entire music collection and an incredible 10-hour battery life into a slim and light package that slips easily into your pocket. iPod: It’s all about freedom. The freedom to enjoy your entire music collection anytime, anywhere. Your Entire CD Collection. In Your Pocket.

23 TM and © 2002 Apple Computer, Inc. All rights reserved.

24 Q&A Q&A