NewswireTODAY - /newswire/ - London, United Kingdom, 2010/03/30 - ReportBuyer.com, the online destination for business intelligence for major industry sectors, has added a new report.

The report “Apple's iPhone & Mobile Report 2010” provides insight in to Apple's mobile strategy and the effect it will have on consumers and its rivals. Apple and the iPhone/iPad are set to continue to have a significant impact on the mobile industry. Manufacturers, operators and content providers alike are already implementing decisive strategy of their own in order to counter the actions implemented by Apple.

The Apple iPhone has been a revelation since it was first launched in the US in June 2007, sats the new 149 page report. The first handset was met with great enthusiasm and excitement due to the reputation that Apple has developed. The iPhone has consequently heightened Apple's brand and this has continued as new and improved versions of the handset have been released. Operators have benefited from increased data traffic from their iPhone-bundled subscriptions due to Apple's success in producing a compelling user interface ideal for browsing and multimedia use.

Although Apple has some way to go before rivalling the overall market share of longer established competitors in the handsets business, those firms such as Nokia, Sony Ericsson and RIM, are understandably concerned about the iPhone becoming a key driver in mobile data uptake. The market is also witnessing the increasing entry of Android-based handsets, whilst the Symbian Horizon open source platform has now been launched. Manufacturers including Nokia are actively expanding their user interface, music and app store offerings in response to the precedent set by Apple, while staving off the threat to its core device business. The digital commercial landscape is becoming increasingly fractured with competitive activity, thus indicating a proliferation in opportunities for players across the value chain.

According to the 149 page O2 and Orange, are hoping to compete against the success of Apple in persuading users to download and use mobile applications by building their own competing open platform which can be used by developers of games and other services.

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