Apple's iPhone: Calling Europe or Europe Calling?

Apple needs little introduction. After the launch of the highly successful iPod in 2001, Apple has been on an aggressive growth path. In 2007, Apple declared that they would once again change yet another industry - mobile telephony - with the iPhone. The case is set as of 9 November 2007 on the morning that the iPhone is released in the UK with Telefonica's O2. Students must determine whether the deal will prove advantageous to Telefonica's O2 and the longer-term effects on the industry structure.

Watch Professor Sandra Sieber talking about the learning objectives of this case.

From iPhone to iPad

The case Apple's iPhone: Calling Europe or Europe Calling received the European Case Award 2010 in the category of Knowledge, Information and Communication Systems Management. In this podcast, the authors revisit this case, highlighting the keys behind Apple's success, and identifying the steps the company has taken since the iPhone launch.

{videoinclude SI-167-E-ipad w:470 h:390}

Case details

Click on the case title to view further details and, where available, an educator preview copy.

Apple's iPhone: Calling Europe or Europe Calling?
Sandra Sieber, Josep Valor and Jordan Mitchell
IESE Business School
Ref SI-0167-E
Also available:
Abridged version
Ref SI-0172-E (the abridged version was published as a free case)

About the authors

Sandra Sieber is Associate Professor of Information Systems at IESE Business School, Spain.
e sieber@iese.edu

Josep Valor is Professor of Information Systems at IESE Business School, Spain.
e valor@iese.edu

Jordan Mitchell is a Research Assistant at IESE Business School, Spain.

Related links

Europe slower to answer iPhone call
by Sandra Sieber, Josep Valor and Jordan Mitchell
IESE INSIGHT, April 2008

The iPad, or how to unlock your Internet data from the mobile operator
by Sandra Sieber

iPhone on the Apple website

iPad on the Apple website

 

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