1. iPhone and iPad Service Concept

2. Designing a Service Concept
Core product
central component that supplies the principal, problem-solving benefits customer seeks.
Supplementary services
augment the core product, both facilitating its use and enhancing its value and appeal.

3. Service concept consultation Core product information Order taking
hospitality
safekeeping
exceptions
billing
payment

4. iPhone concept telephone Internet device iPod, music player
Photo album
Agenda
Video player
Camera
Video
Photos
Mail
Maps & compass
Voice control & memos
Games

5. iPad concept Internet device Mail Photos Videos iPod Maps Agenda Games
Music player
Maps
Agenda
Notes & contacts applications
Games
Books
e-book store and reader
Keynote
Presentations application
Pages
Reports & documents application
Numbers
Spreadsheets application

6. iPhone vs iPad concept Core product: Supplementary services:
the core product is different, one is a telephone, the other is an internet device
Supplementary services:
Many supplementary services and applications are the same
Bigger screen introduces to a new set of possibilities (books, documents, reports, spreadsheets, etc.)
iPad access to dynamic information
iPad is lighter than a laptop, bigger screen than a netbook
New business model