Computer currency

Citation

(2009), "Computer currency", Journal of Consumer Marketing, Vol. 26 No. 1. https://doi.org/10.1108/jcm.2009.07726aab.001

Computer currency

Article Type: Computer currency From: Journal of Consumer Marketing, Volume 26, Issue 1

Edited by Dennis A. PittaUniversity of Baltimore

Apple’s iPhone 3G

In the past, a Cross ballpoint pen finished in 18-carat gold was the symbol of a successful executive. Later it became the corporate American Express card. Nowadays, the symbol is a BlackBerry, a sign that the executive is so valuable that he or she needs 24/7 connectivity to communicate their decisions, even when they are away from work. Today, instant communication and constant connectivity can spell the difference between success and failure. Thus, using a BlackBerry is more than symbolic; it does demonstrate a measure of importance.

Personally, I have a cell phone and a personal information manager. I’ve toyed with the idea of improving my corporate image by dressing for success, namely, using a BlackBerry to impress my clients. The one issue was price. BlackBerrys cost a relative bundle for a consultant, so I was looking for an alternative. The BlackBerry now has an erstwhile competitor, the Apple iPhone. Last year, the much-hyped debut of the iPhone 3G suffered numerous glitches. Effective PR generated significant buzz that found customers waiting in line overnight to get their hands on the technological marvel. Many of them were disappointed because they were not able to activate their phones in Apple or AT&T stores where they bought them. There were also problems with updating the original iPhone. Owners who tried to update the device’s software wound up with phones that would not work.

One would hope that Apple could fix those problems, learn from the past and provide a relatively problem-free update. Since that introduction a year ago, Apple released the long-awaited, next-generation iPhone 3G. On paper it is impressive; it has a slightly modified design and many new features. The most important of which may be the 3G part. That signifies access to a faster 3G wireless network. In addition, the device has Microsoft Exchange server e-mail, and support for a large variety of third-party software that can be purchased from the iPhone App Store. It is a quantum improvement over what the original model was year ago.

Apple states that 3G technology gives the iPhone fast access to the internet and e-mail over cellular networks around the world. For the multitaskers, one can “surf the web, download email, get directions, and watch video – even while you’re on a call”.

iPhone 3G uses a technology protocol called HSDPA (high-speed downlink packet access) to download data quickly over UMTS (universal mobile telecommunications system) networks. Email attachments and web pages load twice as fast on 3G networks as on 2G EDGE networks. It is important that the iPhone 3G seamlessly switches between EDGE, faster 3G, and even faster wi-fi. The process is transparent to users.

Apple touts iPhone’s mobile multitasking and shows how 3G technology extends multitasking in more places. The key is 3G networks which enable simultaneous data and voice transmission. Users can talk on the phone while surfing the web or checking e-mail. Moreover, unlike some cell phone systems, iPhone 3G offers worldwide connectivity so users can make calls and surf the web from practically anywhere in the world. If a user is in an area without a 3G network, iPhone connects via GSM for calls and via EDGE for data. One behind the scenes secret is that iPhone 3G offers UMTS, HSDPA, GSM, Wi-Fi, EDGE, GPS, and Bluetooth 2.0+ EDR in one device. Users don’t have to understand or even know about the capabilities. The device manages connections and any changes are transparent to the user. Finally, the device offers power management technology that yields up to five hours of talk time over 3G networks.

Features

The most noteworthy feature has not changed. Fortunately, Apple retained the iPhone’s display. It is 3.5 inches, a size that takes advantage of the phone’s size. It offers 480×320 pixel resolution (160 dots per inch), which allows sharp graphics and brilliant colours.

The original iPhone’s menu interface also has not changed. It is attractive and easy to use. The main menu features a series of coloured icons that represent the main functions. There are icons along the bottom of the screen for the phone menu, the mail folder, the web browser, and the iPod player. Along the top are icons for the camera, the calendar, and iPhone settings. It is very easy to navigate.

The menu interface benefits from the iPhone’s remarkable touch screen. The touch screen serves numerous functions: dialpad, keyboard, Safari browser, and music and video player. Despite the variety of chores it must perform, the touch screen and software interface are easy to use. Of all the functions, the onscreen dialpad was a bit novel. It required a bit of getting used to. After a short time, it was easy to enter messages. The iPhone comes with integrated correction software which suggests complete words as one is typing and reduced typos.

Besides 3G connectivity, the newest feature that got our attention is price. AT&T notes that its customers can buy the iPhone 3G for $199 for the 8GB model and $299 for the 16GB model. Otherwise, the models will cost $399 and $499 respectively. Service fees are substantial and total $74.99 per month. Suddenly a BlackBerry did not seem so expensive. I decided to look more closely at the features to see if they might fit my needs.

Support for Microsoft Exchange server

One of the most important aspects of mobile connectivity is the software at the other end of the connection. The iPhone 3G offers full support for Microsoft Exchange server. Adding an Exchange account is easy. During the process one sees a standard list of available e-mail systems which includes Microsoft Exchange. To activate the account requires the typical information: e-mail address, domain/username, server, and password.

Functionality is excellent. The iPhone will automatically synchronize the Outlook e-mail, contacts, and calendar. You can even choose to synch e-mail without synchronizing contacts and the calendar. E-mail synching was fast using wi-fi, which is slower than the 3G alternative. Importantly, the system avoids the laborious manual updates one might expect. Synchronization includes both getting server messages to the phone and if they are deleted, deleting them from the server. The iPhone 3G synchronizes well, avoiding clogged phone or server space.

New users will find that the iPhone is much like a computer in the way it handles files and folders. Files come into the inbox. One can access all folders in the inbox and move messages from the inbox to a specific folder, just like using a desktop computer. One can open attachments and save attached images directly to a photo gallery. One can send pictures via e-mail. One problem is pictures embedded in messages. The iPhone cannot show imbedded JPEG images on e-mails. Independent tests rate the iPhone’s e-mail synching to be adequate but less effective than a BlackBerry. However, it is an improvement over the original iPhone.

iPhone users are usually interested in upgrades and applications and the iTunes Store selection is very helpful. Choosing it brings a user to the App Store main menu. It is essentially an iTunes store for the iPhone. One can search applications by name and category and can browse through the lists of applications. When an application appears of interest, users can buy them and have them downloaded right to the phone.

One noteworthy feature is an improved GPS facility. The original iPhone found a position by triangulating among nearby cell phone towers and satellites. The new iPhone 3G uses assisted GPS to pinpoint a user’s location more accurately. Users can access a live tracking feature to monitor their progress as you drive. It is quite accurate and employs a small blue dot to pinpoint a user’s location. While the iPhone’s GPS features are not as accurate as a standalone GPS device, it is a worthwhile addition to the feature list.

Activation

Like a cell phone, the iPhone 3G requires users to sign a contract before activating the phone. One must use either an AT&T store or an Apple store. After activation, a user must synch it with his or her iTunes account after first downloading the latest iTunes update.

Recommendation

For fans of iTunes, iPods and iPhones, the newest model, the iPhone 3G is worth a careful look. Look carefully at hardware and service costs. If you are a global traveller, the iPhone’s global connectivity will be a valuable feature.