Research Report Mobile Phone
Trending
Smartphones will be the most common type of phone One-third of cell owners (33%) say that their phone is a smart phone. Two-in-five cell owners (39%) say that their phone operates on a smart phone platform (these include iPhones and Blackberry devices, as well as phones running the Android, Windows or Palm operating systems). Mobile phones are a main source of internet access for one-quarter of the smart phone population Smart phones sales will overtake PC sales by middle of 2012 and this has huge implications in the way content will be consumed globally, according to Mahesh Narayanan “In 2 days alone (24th and 25th December, 2011), 3.7 million Android devices were activated
There will be an app for almost everything The firm has also said that the number of apps available will surpass two million by the end of 2012, double the total as of December 2011, and that the volume of data sent between devices via short-range wireless connections will also double in 2012. Additionally, there have already been more than 10 billion downloads on the Android market; this number grew by 4 billion (from 6 billion in July, 2011 to 10 billion in December, 2011) in only a matter of six months
Mobile phones will become the main object for media and communication through video and texting In particular, text messaging is a global phenomenon – across the 21 countries surveyed, a median of 75% of cell phone owners say they text. Texting is widespread in both wealthy nations and the developing world. In fact, it is most common among cell phone owners in two of the poorest nations surveyed: Indonesia and Kenya. Social networking is popular in many nations around the globe. This is especially true in Israel (53%) and the U.S. (50%), where half or more say they use social networking websites.
There will be two main OS in the U.S. Mac OSX and Andriod Statistics published by mobile market analyst ComScore show that as of October, Google (NSDQ:GOOG)’s Android OS accounted for 46.3 percent of the smartphone market share, while Apple claimed the runner-up spot with 28.1 percent. RIM followed next with 17.2 percent of the share.
RiM (research in motion is expected to lose most business by next year The most used systems are Open source Android and Mac OSX Android is the most common smart phone platform, followed by iPhone and Blackberry devices
Most phones will have a large screen and be thinner It’s not the highest resolution (1280 x 720), but it’s bright and clear, and it’s a pleasure to read text, view images and watch video on it but users will want higher resolution. The newest and speculated phones all have larger screens than the current market There are 400 million mobile video playbacks globally on a daily basis! The sleek Ascend P1 is just 6.68 mm thick and boasts an 11 cm screen and a dual core 1.5GHz processor.
Phones will be cheaper and have even more functions The take-up of entry-level smart phones that sell for less than $100 is forecast to more than double to above 500m this year “Yankee Group predicts that the value of NFCbased transactions will grow significantly, from $27 million in 2010 to $40 billion in 2014.� All the new devices certified by Visa host the Visa payWave application on a secure SIM card and feature NFC (Near Field Communication) technology, the short range communications standard that enables mobile phones to securely transmit payment information to a contactless payment terminal. Net LED Co. has developed a system that enables LED lighting to be controlled from a smartphone via the internet.
Citations “TCL 2012 Aims to Launch 50 Types of Smart Phones in China.” SinoCast Daily Computers & Electronics Beat - 16 Jan. 2012. Infotrac Newsstand. Web. 20 Jan. 2012. “Here’s Why Android Will Continue To Outpace iPhone.” EFYtimes.com 20 Jan. 2012. Infotrac Newsstand. Web. - 20 Jan. 2012. “Big screen wonder is a sound Sensation.” Manchester Evening News [Manchester, United Kingdom] 20 Jan. - 2012: 21. Infotrac Newsstand. Web. 20 Jan. 2012. “Top 10 mobile phones to buy, this holiday season.” Hindustan Times [New Delhi, India] 12 Dec. 2011. Infotrac Newsstand. Web. 21 Jan. 2012. Thomas, Daniel. “Surge in cheap smartphone use.” Financial Times 17 Jan. 2012: 22. Infotrac Newsstand. Web. - 20 Jan. 2012. “NEW JAPAN SYSTEM ALLOWS SMARTPHONE TO CONTROL LED LIGHTING.” AsiaPulse News 18 Jan. 2012. Infotrac Newsstand. Web. 20 Jan. 2012. “Visa Certifies Smartphones for Use as Visa Mobile Payment Devices.” DAILY the POST 15 Jan. 2012. Infotrac Newsstand. Web. 20 Jan. 2012. “Trends In Content Consumption On Smartphones From Google India.” Techcircle.in 17 Jan. 2012. Infotrac Newsstand. Web. 20 Jan. 2012. http://www.bbc.co.uk/news/business-16740787
Market Comparative Analysis
Flip/slide Phones Most basic mobiles range from free with a plan to $99 at the most. Most may have a poor to weak camera Not all require a data plan Most are one piece or a flip phone Very few have keyboards
Touch Screen Different types of plans to choose from Varying amount of data plans Battery life varies depending on usage
Querty Keyboard Phones Most are over 100$ Physical Keyboards Some are adaptable to be a global phone
Best Flip Kyocera Duramax Pro’s Tough Shell means it is vibration proof and drop proof Waterproof up to 30 m Very Sturdy, Meets military Standards Con’s Slow basic Limited internet service (if available) Dated look and feel
Best Touchscreens Iphone 5 Pro’s Available on several networks Good Camera Fast Processor Siri Voice Assistant Larger Screen than previous iphones Con’s Only for IOS non-removable battery Susceptible to breaking easily
Motorola Droid Razar Pro’s Thin Large Screen Large body Long battery life Con’s Very large to fit some hands non-removable battery Older OS
Samsun Galaxy Pro’s Thin Large Screen Large body Light intuitive interface 8mpx camera Con’s Feels cheap non-removable battery Older OS
Best qwerty keyboard Pro’s Thin Large Screen Large body physical keyboard and touchscreen if necessary Attractive Interface
Con’s Memory card slot is buried underneath the battery. Slightly stiff keyboard.
User Segmentation
LifeStage
Income Willingness to pay aesthetics
High Schooler <5K 100$
College Sudent 5-15K 50$
Young Professional 30-50K 200$
D.I.N.K
Expressive, Refined 4
Utility
Subtle Quality
5
Refined, Features 3
3
4
5
Frequency of use 1-5, 1 not used, 5 frequently Knowledge 3 1-5, 1 not very knowledgabe
50-70k 300$
2
Usage
1-5, 1 least use, 5 most User standerd user intermediate user expert user dependent user
Texting
Camera
Mobile web
Social Apps
3 4
3 4
2 4
2 4
5 5
4 3
3 5
5 6
Interviews
User: Abbie Verizon flip texting phone Occupation: Student Has the phone due to no choice in what phone she could get Had the phone for 3.5 years Likes that it is tough Enjoys the keyboard If she had to get a new phone, she would get an iphone.
User:April phone: Palm Pixie Occupation: Student Likes phone but it is prone to parts breaking off and the touchscreen will stop working. Wishes it had a bigger screen choose the phone because it had a slide and show keyboard and prefers the physical touch Wishes it could be stylish and unbreakable Once the touchscreen stopped it essentially became useless.
User: Dana Phone: iPhone Occupation: Professional Likes the phone because it does not fail her. Enjoys the feel of it in her hands Uses all features, apps, camera, e-mail Functions as her primary camera Would have a hard time functioning without it.
User: Jill Phone: Touchscreen Occupation: Professor and Grad Student Had her phone for 1.5 years Likes her touchscreen Dislikes low battery life Uses less than half the functions Choose it because it was comfy in her hands Not worried about breaking, yet has a case on the phone. Wishes it had a larger screen and thinner. Wishes she could have apps and put more on her phone Uses Voicemail, E-mail, GPS, Camera Choose phone for economic circumstances and comfort
Ethnography
Observations People handle interactions with their phones all their unique way. Each user holds a phone in a manner which is more comfortable. Most users use two hands for almost every single interaction.
Observations People handle interactions with their phones all their unique way. Each user holds a phone in a manner which is more comfortable. Most users use two hands for almost every single interaction.
Observations Hands are used either as a way to support the body of the phone to cradle it or the user uses one hand to grip and support the phone allowing their other hand to manipulate the phones function.
Observations Different functions call for different configuration of hands. The function determines how many hands are needed as well as how many digits of the fingers are used.
Surveys
Age: A Majority of the group were either older or in their mid 20â&#x20AC;&#x2122;s
Gender: More Females than males participated in the survey
Professions: Most of the participants were either young professionals or students and in some cases both.
Duration of time with Phone: Most of the participants were either young professionals or students and in some cases both.
Phone Charging: Participants either waited for their phone to die before charging, but almost half had to charge at least once a day.
Phone Case: Only 5% more people had a case on their phone than those who did not have a case
Broken Phones: Most participants have not broken their phone due to dropping, yet a fair amount did have that problem.
Case Reasoning Almost everyone bought a case as a precaution than any other reason
Function Use: A large majority thought their phone had too many features, although a fair share of people
Key Insights
Users said they did not worry about dropping their phone but their actions spoke otherwise People will act nonchalant about dropping their phone but will always hold a tight grip on it Once they drop it, they will buy a case Many users try to cover up their broken phone, usually with a case Most owners have a case, although it may not actually be on their phone 71% said they were not worried about dropping it
Despite many users having new phones, their battery life lasts more or less almost a full day. One of the largest complaints was battery life Depending on what is used, the battery will be drained quicker The typical battery life was almost 20 hours 42% had their phone for a year
Many people think their phone has too many functions Many people only use several functions at most Some functions may be hidden in or under different menus 45% of people surveyed said their phone had too many functions A smart phone user may need only the email function and has no need for the others There is no manual to explain all the functions a phone has.
Almost an equal amount of people preferred to have a case on their phone as opposed to being case free Users want a clean asthetic without the distraction of a case. A case may make a phone slippery or make the phone feel thicker Some users said they trusted their phone not to break and did not need a case Some got a case just to stand out and increase the phone aesthetic 55% did not have a case on their phone, while 45% did have a case on their phone.
Texting is the main feature of the mobile phone
Texting is used in some cases more than the actual phone feature Texting is one of the most used feature Depending on the phone, there is more than one way to text Texting is looked at as a distraction and sometimes dangerous. 45% of users said they used it frequently
A large majority of users want or have an iPhone Over half (53%) of users surveyed had an iPhone Many switched back to an iphone from a different brand. In most mobile phone stores, iphones and the latest droid are purchased. Up Until Recently, The iPhone has been the best selling mobile phone
Use Scenario
Warm-up
Accessing
Using
Transit
Awareness
Put to Rest
The phone is near by, ready to be used at anytime, be it charging or just sitting near.
The phone is physically unlocked and ready to be used/ accessed.
The mobile device is used in one of many manners or functions, depending on the users desire.
The phone is stored either in a case or in a pocket or purse, always ready.
The user is always aware of where their phone is, either in their pocket or placed upon a table or in plain view.
The phone is replaced near where it began at the end of the night, typically on a charger or attached to some sort of station/
Problem Statements
There is no education on how to help battery life
Users just open the box and go There are no tips on how to extend battery life Phones do not have removable or replaceable batteries anymore
There are too few ways to keep phones battery life charged
Most people are unable to bring a charger with them. Charging stations are impractical to bring about. Not everyone has a cord to connect to a laptop. Not all phones use the same type of power adaptor.
The materials that make the phone were not specifically designed to handle the abuse
The materials, while strong are still subject to breaking There may not be a suitable replacement out on the market yet. The user may accuse the phone while they are also to blame for the abuse
The phone does not preform all the functions it is intended to
There is no in depth manual to explain or show its potential. No one may have a need to utilise all of these functions. Some functions may not be applicable to users
There is no Manual on how to use the phone to its full extent.
Phones only come with a quick manual Not all phones have a one to one training session. Many users learn on the fly, but that takes time they may not have.
There are many hidden ways battery power is being sapped
New technologies are always searching for information in the cloud. Push and fetch features in phones drain a battery. In order to remedy this, most phones have it hidden in menus.
Interfaces are not as easy as they seem
What may seem easy to one person is difficult to another. Learning a specific interface takes some time to learn. Not all interfaces are customized to a user. Interfaces may seem similar but are actually dissimilar
Texting is one of the main functions of the phone but to get to that function is not always easy The texting function could be hidden somewhat. It is not always accessible from the home/ lock screen. it can be distracting to those around a user
The phone does not always do what they need and everything at the same time.
Users want their phone to just do a few specific functions most of the time Users expect their phone to be able to do everything when in a pinch
Almost everything done on a phone is done physically.
Most do not use voice dictation or it is not very efficient. All to most functions require some sort of physical touch to interact
Mobile Data is used, sometimes without the user knowing
Almost all features may use data but not show it. functions built in the system may use data but do not indicate they do and have to be turned off.
Product Strategy
Mission Statement A phone add-on which creates a hands-free experience to make life easier 3 challenges to Success Most people are not comfortable using voice activated features in public Users are not comfortable not using their phones physically Users get antsy if they do not have their phone near or on them at all times
Target Market Young Professional Smart phone users Mid 20â&#x20AC;&#x2122;s to early 30â&#x20AC;&#x2122;s Early to mid Career Willing to buy nicer things
Behaviors and attitude drivers
Their phones are integral to their professional and business lives. Their phone is always on their or near to them. Itâ&#x20AC;&#x2122;s more of a necessity than a useful tool.
Environment (Context)
The interaction and use always varies, regardless of where they are. Itâ&#x20AC;&#x2122;s a primary communication tool for any purpose or out having fun.
Positioning statement A an electronic mobile device accessory that provides voice interaction with all your technology without providing physical interaction
Benefits of product An electronic valet for all your uses No need to hold buttons or menus to get to Cloud keeps track of all your actions and needs Voice communication
Statement (pitch) What will it be known for. You can do everything hands free while keeping your phone in a safe area like your pocket and it syncs across all your technology
Positioning Map
No Voice Command
Cost $
$$$
Voice Command
Positioning Map
Requires both hands
Cost $
$$$
Hands free Features
Design Criteria Voice recognition
It needs to distinguish a user from a passerby
Automated response It should signal it understood
Varying price tiers
Not everyone can afford one with every feature
Modular options
Integrated technology
Add-ons and customized products are something users want
technology
Once it is attached, you are offically hands
it should mesh with the current
Bluetooth Technology
The easiest way for it to be hands free
Rechargeable battery Easy to change, long lasting battery
Easy mute/silence mode one word, and it will mute or silence
Ability to remain private only the user has access to it
Hands free, No buttons required free
Paper Concept This product will have all the benefits of Siri but less hassle in using her, just talk into the node and your need will be taken care of. Never worry about dropping your phone to get things done, because it can sync with your phone anywhere at your computer or tablet at home
Concept Attachment
Translation
Nodes are attached or clipped on to give the user the hands free accessibility.
The phone translates the action via bluetooth
Command
Action
The command is given to the speaker in a direct manner
The action command takes place with a confirmation message
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