Pick two of the nonprice attributes that you consider to be the most important in choosing a smartphone. Using these two attributes, construct a positioning map for this industry using the information presented in the case. (Alternatively, you can try a per-dollar map: divide the ratings on each attribute by price before constructing the map. Per-dollar maps give you an idea of how much of the attribute you get per dollar spent and improve the relative position of lower- price products.) Then, pick two other attributes and do the same (you will have constructed two positioning maps).

Discuss the relative positions of the iPhone 5 and its major competitors on the selected attributes. Do you think the iPhone is well positioned with respect to its competitors? Which competitor(s) should the iPhone be the most concerned about? Why? What additional information might you want to have about the competitors and/or about the marketplace at this point? What factors accounting for the iPhones continued success are not considered in a positioning map such as this one? How might a seemingly weaker competitor (i.e., outpositioned by the iPhone) on key attributes make a dent in the iPhones sales share?

The smartphone, or mobile phone with advanced computing capability and connectivity features, is a part of daily life for an increasing number of people, and needs no introduction. Early smartphones combined the features of a cell phone and personal digital assistant (such as a Palm Pilot), while later models added portable media players, digital cameras and video cameras, and GPS navigation capability. Today's smartphones offer touchscreen, Web browsing, mobile apps, and access to mobile commerce, all powered by Wi-Fi and mobile broadband. Of the hundreds of different smartphone models available on the market, five are commonly listed as the most popular o most feature-rich. These are the top-of-the-line models produced by five leading manufacturers of smartphones. In no particular order, these are: the Nokia Lumia 920, the Sony Xperia ZL, the Samsung Galaxy S4, the iPhone 5, and the HTC One. Each has its particular strengths, and purchasing the best smartphone is always a trade-off between various features and price. The following table provides a direct comparison of all of these phones on common attributes: weight, price, screen size (measured diagonally). pixel density (for improved picture), talk time before battery needs recharging, amount of internal storage and RAM, CPU speed, and quality of the front and rear cameras (measured in megapixels). HTC One Nokia Lumia 920 449 185 4.5 Sony Xperia ZL 549 151 5 Samsung Galaxy S4 579 130 4.99 iPhone 5 649 112 4 579 143 4.7 332 441 441 326 468 17 10 14 8 19 Price ($) Weight (grams) Screen (inches) Pixel Density (pixels/inch) Talk Time (hours) Internal Storage (GB) RAM (MB) CPU Speed (GHz) Front Camera (Megapixels) Rear Camera (Megapixels) 32 16+64 GB card 16 32 16+64 GB card 2048 1024 2048 1024 2048 1.5 1.5 1.6 1.2 1.7 1.3 2 2 1.2 2.1 8.7 13 13 8 4 The smartphone, or mobile phone with advanced computing capability and connectivity features, is a part of daily life for an increasing number of people, and needs no introduction. Early smartphones combined the features of a cell phone and personal digital assistant (such as a Palm Pilot), while later models added portable media players, digital cameras and video cameras, and GPS navigation capability. Today's smartphones offer touchscreen, Web browsing, mobile apps, and access to mobile commerce, all powered by Wi-Fi and mobile broadband. Of the hundreds of different smartphone models available on the market, five are commonly listed as the most popular o most feature-rich. These are the top-of-the-line models produced by five leading manufacturers of smartphones. In no particular order, these are: the Nokia Lumia 920, the Sony Xperia ZL, the Samsung Galaxy S4, the iPhone 5, and the HTC One. Each has its particular strengths, and purchasing the best smartphone is always a trade-off between various features and price. The following table provides a direct comparison of all of these phones on common attributes: weight, price, screen size (measured diagonally). pixel density (for improved picture), talk time before battery needs recharging, amount of internal storage and RAM, CPU speed, and quality of the front and rear cameras (measured in megapixels). HTC One Nokia Lumia 920 449 185 4.5 Sony Xperia ZL 549 151 5 Samsung Galaxy S4 579 130 4.99 iPhone 5 649 112 4 579 143 4.7 332 441 441 326 468 17 10 14 8 19 Price ($) Weight (grams) Screen (inches) Pixel Density (pixels/inch) Talk Time (hours) Internal Storage (GB) RAM (MB) CPU Speed (GHz) Front Camera (Megapixels) Rear Camera (Megapixels) 32 16+64 GB card 16 32 16+64 GB card 2048 1024 2048 1024 2048 1.5 1.5 1.6 1.2 1.7 1.3 2 2 1.2 2.1 8.7 13 13 8 4