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The group case analysis report should be written in the following format: 1-inch all-around margins, double space and Times New Roman 12-point font.Page | 2 Apple and Smartphones 1. General Environment 1.1 Miniaturization of MOSFETs (Metal-Oxide-Semiconductor Field Effect Transistors) Moore’s Law, first proposed in 1965, suggests that the transistor density on a chip may double every 18 months. Not only are economies of scale in manufacturing realized (more transistors per chip) but, in general, reducing the size of a transistor shortens its electron flow channel, enabling reduced power consumption and faster switching1. Faster switching means that microprocessors may carry out more instructions per second (have a higher clock rate), while reduced power consumption also helps to reduce heat dissipation requirements. Finally, smaller transistors mean that more peripherals (integrated circuits) may be packed on a chip, permitting quicker communication among the components.  1.2 Improved Wireless Networks for mobile devices Like Moore’s Law, Edholm’s Law predicts that bandwidth and data rates for digital wide area networks would double every 18 months, which has proven to be true since the 1970s2, and that wireless and wired networks are in lockstep and converging3. Most of the essential elements of wireless networks are built from MOSFETs, including the mobile transceivers, base station modules, routers, RF amplifiers, telecommunications circuits, RF circuits, and radio transceivers in 2G, 3G, and 4G wireless networks. In the field of wide-area mobile communications, a "generation" generally refers to a change in the fundamental nature of the service. There is usually non-backwards-compatible transmission technology, and productivity improvements include higher peak bit rates, new frequency bands, wider channel frequency bandwidth in Hertz, and higher capacity for traffic (many simultaneous data transfers - higher system spectral efficiency in bit/second/Hertz/site).  	Table 1: Generations of Wide Area Wireless Networks for Mobile Devices 	Date 	First implementation 	Network and Signal characteristics 	Standards for network 	Theoretical maximum transfer speed 	1979 	Japan (NTT DoCoMo); AT&T (Chicago) 	Cells and base units containing towers; more dense; multiple frequencies per tower; low power transmission (signals don’t interfere, can use same frequency in multiple cells); computerized hand-offs between base stations 	Analog; FDMA (frequency division multiple access); 1G standards 	 	1991 	Finland 	Development of Metal-Oxide Semiconductor Field Effect Transistors; bursts and compression and decompression of signal (digital) and allows multiple access but introduces some latency   	Digital; TDMA (time division multiple access); 2G standards  	40k bits/sec 	2001 	Japan (NTT DoCoMo) 	Signal chopped into bits (= code) and phase-shifted; speed and capacity allow viable Internet browsing 	CDMA (code division multiple access); 3G standards 	144 k bits/sec (3.5G and 3.75G over 1M bits/sec) 	2009 	Sweden and Norway 	all Internet protocol packet-switched (not circuit-switched). Potential and current applications include amended mobile web access, VOIP, gaming services, high-def mobile TV, video conferencing, 3D TV. 	4G standards;  	100M bits/sec for high mobility wireless; 1G bits/sec for low speed or stationary wireless 	2019 	So. Korea 	Higher frequency radio waves (unused part of spectrum); denser, mini-base stations (antennae) vs. towers; directional transmission vs. omnidirectional (Beam-Division Multiple Access, BDMA); full duplex. Slingshots the mobile phone into the multi-media arena, allowing for cellphone users to stream live video feeds, download full feature movies, high definition games, and more. 	5G standards; fast enough to compete with ISP for cable Internet; also new applications possible in IoT, autonomous driving. 	Low band 100-900M bits/sec High-band 1-3 G bits/sec; eventually 10 G bits/sec 	Sources: https://en.wikipedia.org/wiki/1G-5G; https://spectrum.ieee.org/video/telecom/wireless/everything-you-need-to-know-about-5g Local area networks (Wi-Fi, Bluetooth) also enable mobile access to the Internet and permit communications between devices. As Table 2 suggests, similar technological improvements have enabled parallel, accelerated gains in data transfer speeds for wireless local area networks.  	Table 2: Local Area Network (Wi-Fi) Internet Access 	Date 	Org/Std. 	Improvement 	Peak Speed 	1971 	AlohaNet 	First wireless packet network 	 	1985 	FCC 	Releases ISM Band (2.4 GHz) 	 	1991 	NCR, ATT 	Precursor to 802.11 standard 	 	1992-6 	CSIRO 	Important patent  	 	1997 	Vic Hayes, IEEE 	Original 802.11 standards  	2 Mbits/sec 	1999 	Wi-Fi Trade Alliance 	 	 	2003 	802.11g 	Orthogonal freq. division multiplexing 	54 Mbits/sec 	2009 	802.11n 	MIMO antennae, 2.4 & 5 GHz bands 	54-600 Mbits/sec 	2011 	802.11 ad 	60 GHz (range is less) 	7 Gbits/sec 	2012 	802.11a 	5 GHz band 	54 Mbits/sec 	2013 	802.11ac 	5 GHz band, MIMO, higher order mod. 	1.3 Gbits/sec 	Pending 	802.11x 	4x speed of 802.11ac 	5.2 Gbits/sec 	Pending 	802.11ay 	Extension of 802.11ad, 60GHz band 	20 Gbits/sec 	https://www.cablefree.net/wireless-technology/history-of-wifi-technology/ 1.3 Power Sources4 Desktop computers, because they can be wired to an unlimited source of power (a wall socket), have been designed to exploit this advantage. They may have larger screen sizes, more on-board storage (terabytes vs. gigabytes), faster CPUs, more RAM, and more powerful software than wireless devices. Wireless devices must contain their own power source (usually a battery). The advent of the lithium ion battery has improved the power supply for mobile devices. However, as batteries still have limited lives and power supplies (moderate cell phone usage will usually require recharging the battery after about one day), the design of wireless devices must take this bottleneck into account.  1.4 Improved, less expensive sensors Modern-day smartphones contain a host of sensors – accelerometers and gyroscopes for sensing orientation and motion, magnetometers to orient maps, GPS for navigation, proximity sensors to prevent unwanted or inadvertent input, ambient light sensors to help adjust screen brightness, microphones for sensing sound, capacitive touchscreens, bar code sensors, heart rate sensors and pedometers for fitness, fingerprint sensors for unlocking, thermometers for measuring the phone’s internal temperature. Some also contain air humidity sensors and Geiger counters5.  Many are microelectromechanical (MEMS) devices that became practical once it was realized that that they could be fabricated using standard semiconductor device fabrication techniques6. Some have low power consumption that is compatible with a mobile device (e.g., accelerometers),7 and they usually consist of a central unit that processes data (an IC chip such as microprocessor) and several components that interact with the surroundings (microsensors). Because of the large surface area to volume ratio of MEMS, forces produced by ambient electromagnetism (e.g., electrostatic charges and magnetic moments) and fluid dynamics (e.g., surface tension and viscosity) are more important design considerations than with larger scale mechanical devices6.  The cost of sensors has fallen dramatically. In 2004, the average sensor price was $1.30. In   2020, it is expected to decline to $0.38,7 while, due to increased volume, producer revenues continue to rise8. Furthermore, some sensors can be leveraged to provide unforeseen applications by making software or hardware upgrades9. Accelerometers, for instance, have been used to implement pedometers, GPS navigation, intelligent power consumption, tapping-to-mute, virtual mouse, hard-disk protection, camera stabilization, image rotation, e-compass tilt compensation,  motion dialing, menu navigation/scrolling, and games. 2. Competitors 2.1 Psion. In the early 1980s, Psion created software for inexpensive (

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Explain why the performance of Apple improved via the introduction of the smart phones based on Analyzing Apple’s strategic planning process (a la Mintzberg).
Introduction of smart phone was one strategic move of Apple that improved overall performance of apple in market. Apple was already gaining a reputation, awareness and place in market by its computer, laptop, Mac book, i-pad and other products, it made a strategic move by making a product concept shift and launched Apple phone named I phone which was actually a fully fledged hand held computer.

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