2014-2015
CHARTE GRAPHIQUE ET IDENTITE DE MARQUE
Clément HADOUX Alexandre MINIERE Max VERMESH Gilles PELTIER Thibault RAFFY
SOMMAIRE
CONCEPT FIGURES MARKETING IDENTITY COMPASS USER INTERFACE & DESIGN FONCTIONNALITY WIREFRAMES
CONCEPT
—
THE BEGINERS
FREEWAY is a connected compass to complete live experience without brea- king contact with the environment. This will allow to orient, lead and even suggest interest places in the user path, whether in the city or in nature. The object also allow the user to record after summarizing the user journey, which then will be used to write articles or other social media.
CITY-DWELLER
The user will be able to write articles, showing interest points, a verbal comment, pictures and / or videos. The aim is to offer to user an high-tech hike without technology disadvantages, like overconnection.
—
ADEPT
FIGURES H1 2014 Br and Shares By Category .
— The wearables market has been strong growth so far in 2014, but is clearly still in its infancy. Worldwide shipments in Q3 totalled 12,6m units, up 39% from 9.8 in Q3 2013.
Emergent brands within wearables continued to gain momentum in Q3. However, Samsung and Fitbit remained dominant within smartwatches and activity trackers respectively, despite increased competition within the categories. Garmin retains a strong lead in the traditional fitness category. —
Withing s 80%
Others
Others
Others
Nike
Others Epson Oculus Google Casio I’m Sony Pebble Samsun g Omron Suunto Polar Garmin Withings Nike Jawbone Fitbit
Sony Pebble
Jawbone 60%
40%
Suunto
Suunto Polar Fitbit
20%
Omron Garmin
0%
Suunto Polar Garmin
Polar
Samsung
Futuresource anticipates futher acceleration in the pace of growth in 2015 as smartwatches become more widelyadopted, with a 44% growth rate diving the market to 74m units.
100% % Of TotalUnit Shipments
Future source expects full years wearables sales of 52m units across all wearables categories, up 32% year.Annual sales will be heavilly weighted towards Q4 during the Christmas period, which Futuresource expects to make up 39% ofannual shipments, as wearable tech provides an appealing giftinh option for consumers.
Size of marke t
Garmin HMD
ActivityTrackersW
earable GPS
Other FitnessD
Wireless W atche s edicated HRM Smartwatche s
Shipments (M Units) Shipments (M Units)
Wearable Tech Quarterly Shipments by Wearable Tech Quarterly Shipments by Device-type : Worldwide Device-type : Worldwide
25 25 20 20 1515 10 10 55 00
20.2 20.2
15.5 15.5 6.9 6.9
7.5 7.5
Q1 13 Q1 13
Q2 13 Q2 13
Value ($ million s)
9.1 9.1
9.0 9.0
Q3 13 Q3 13
Q4 13 Q4 13
Q1 14 Q1 14
9.7 9.7
Q2 14 Q2 14
Q3 14 Q3 14
Wireless Watches Wireless Watches HMD HMD Smartwatches Smartwatches Heart Rate Monitors Heart Rate Monitors Wearable GPS Wearable GPS Other Fitness Devices Other Fitness Devices Activity Trackers Activity Trackers
PERSONAE THE ADVENTURER
Q4 14 Q4 14
Worldwide ark M et Value by product type 2013 8 - 201
180,000
155,149
160,000
128,284
140,000 120,000 100,000
74,110
80,000 60,000 40,000
39,005
51,55 7
20,000 HMD Smartwatche s Wireless W atche s Activity ack tr ers Other Wearable Fitness D evices Dedicatedeart H Rate Monitor s Wearable GPS de vices Total
2013 87 1,493 198 101,179 12,39 1 5,619 9,037 39,005
2014 460 6,113 635 16,75 3 11,405 6,035 10,155 51,55 7
2015 3,450 17,580 2,426 22,869 10,577 6,340 10,868 74,110
2016 8,323 32,51 3 5,859 27,076 9,859 6,524 10,895 101,049
2017 12,900 48,299 11,47 5 29,358 9,326 6,534 10,393 128,284
2018 17,400 64,142 18,656 30,142 8,852 6,448 9,509 155,149
He loves nature and sport, he seeking sensations and new challenges. The adventurer will use the compass to discover new natural places and discover new physics course. He can download the maps for the GPS at home before leaving, then he will need no more connexion to navigate. During his way he can take photos and videos the place which please him, for him and to share them. If the adventurer is interested in the analysis of his performance the pedometer will be useful for him. Finally he will have the possibility of obtaining the summary of his day, according to the use of the compass, and of downloading it on his computer. THE QUIET The quiet loves walks in nature or in urban areas, he likes to discover new landscapes and places. He supports the unforeseen and lives in the moment. The quiet can download the maps for the GPS at home before leaving, then
he will need no more connexion to navigate. During his way he will use the compass to inquire on the places to see, to know the reaction of people and share his. The quiet will wish to listen to the advice and to go to the key points of his way. THE URBAN The urban loves touristic discoveries, gustatory discoveries and architectural discoveries. He likes to walk in cities and be guided to enjoy the best things. The urban will use the connected compass to discover new places, shops and restaurants accordion to the reactions of the other users. He will have the possibility of expressing also his opinion and to share the new places. The connected compass will be used to guide him and adviser. The urban will have the possibility of obtaining the summary of his day, according to the use of the compass, and of downloading it on his computer.
MARKETING PEST
4P
POLITICAL Security of the data users The community generates of contained World politics
PRODUCT The product is a connected compass allowing to travel, to explore, to share. Its concerns at same time the discovery in urban zone and in natural zone
ECONOMIC Development of the connected objects SOCIAL Travel Explore Discover Share TECHNOLOGICAL Information & communication Capacity of innovation Emerging technologies, connected object
PRICE We position on a lower price in watches connected, proposing a product which shall cost 200₏ (approximately) PLACE The product shall be available for the general public, we can find it in store of sports equipment and computing PROMOTION We shall create a communication in 360° with a guerrilla campaign, as well as with the traditional media (press, 4/3). The social networks will be used to create and manage a community.
SWOT
POSITIONNING
—
STRENGHS Capacity of innovation Community WEAKNESSES No brand image No fame OPPORTUNITIES New technology Potential market Growing market
— L’EXPLORATION DATA WAY OF EXPLORATION FREE MOUVEMENT IN A CITY FREE MOUVEMENT IN WOOD MOUTAINS EXPLORATION —
THREATS Direct and indirect competitors New incomers —
C : 54 M : 40 Y : 20 K :0
IDENTITY
Texte courant ROCKWELL regular 9pts
— TYPOGRAPHY & COLORS LOGOTYPE UTILISATION DECLINAISON —
ABCDEFGHIJKLMNOPQRSTUVWXYZ
C : 17 M : 29 Y : 31 K :0
C : 47 M :2 Y : 20 K :0
Titres ROCKWELL BOLD 14pts
abcdefghijklmnopqrstuvwxyz
Sous-titres ROCKWELL BOLD 14pts ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKL MNOPQRSTUVW XYZ abcdefghijklmn opqrstuvwxyz
COMPASS
USER INTERFACE
FONCTIONNALITY
GPS CAMERA LIGHT SENSOR PEDOMETER GYROSCOPE BLUETOOTH WIFI SPEECH RECOGNITION
WIREFRAMES