Victor Andrean Thesis

Final Report Bachelors Thesis

by Victor Andrean - #4036867

Summar y.

About the Author !!

The Challenge !! !

B a c k g r o u n d I n f o r m a t i o n! ! ! ! - A b o u t Wa c o m ! ! ! ! - S W OT- A n a l y s i s ! ! ! ! - Search Fields ! !

P e r s o n a l D e s i g n C h a l l e n g e!

C o n t e x t A n a l y s i s! ! ! !

Conceptualization ! ! !

C o n c e p t S e l e c t i o n!! ! !

C o n c e p t R e f i n e m e n t! ! !

T h e P r o d u c t! ! ! ! !

Costs ! ! ! ! ! ! !

B u s i n e s s P h i l o s o p h y! ! !

E s t i m a t e d G r o w t h!! ! !

Recommendations ! ! !

R e f e r e n c e s!! ! ! ! !

! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !

......................................................... ......................................................... ......................................................... ......................................................... ......................................................... ......................................................... ......................................................... ......................................................... ......................................................... ......................................................... ......................................................... ......................................................... ......................................................... ......................................................... ......................................................... ......................................................... .........................................................

3 4 5 5 6 7 12 14 18 25 26 29 34 35 36 37 38

Appendix I / Appendix II / Appendix III 2

About the Author.

S i n c e my b i r t h I h ave a s t r o n g p a s s i o n f o r c a r s a n d m o t o r s p o r t . I w a s s p e c i a l ly f a s c i n a t e d w i t h t h e m e c h a n i c s a n d s h a p e s . A t a yo u n g a g e I d e c i d e d t o study Industrial Design Engineering in Delft.

Two ye a r s a g o I h a d t h e c h a n c e , t o g e t h e r w i t h 3 f r i e n d s , t o d e s i g n a n d b u i l d a r e a l c a r ; F O R Z E I V. I t w a s t h e wo r l d s fi r s t hy d r o g e n p owe r e d fo r mu l a r a c i n g c a r a n d i t h a d s e t a F I A O f fi c i a l wo r l d r e c o r d f o r hy d r o g e n p owe r e d ve h i c l e s .

F r o m a d e s i g n e r ’s p e r s p e c t i ve I s t r o n g l y b e l i e ve t h a t sustainability is one of the strongest qualities of a product. With the great technology at our disposal, f o r m a n d a e s t h e t i c s a r e ke y f o r a s u s t a i n a bl e p r o d u c t i n o u r s o c i e t y.

I wo u l d l i ke t o t h a n k Wa c o m fo r t h e o p p o r t u n i t y t o be of use for this project. I can ensure that I am m o t i v a t e d t o wo r k h a r d , g i v i n g a l l my a b i l i t i e s , w h i c h a r e g r ow i n g e ve r y s i n g l e d ay.

P E R S O N A L B L O G AT w w w. v i c t o r a n d r e a n . c o m A N D P L E A S E TA K E A L O O K AT M Y P O RT F O L I O B Y C L I C K I N G H E R E

3

The Challenge.

T h i s p r o j e c t i s d e d i c a t e d t o t h e c h a l l e n g e t h a t Wa c o m g ave u s , s t u d e n t s , f o r t h i s b a c h e l o r t h e s i s ;

“ C r e a t e a n ew p r o d u c t t h a t w o u l d b r o a d e n t h e f i e l d o f t h e Wa c o m ’ s B a m b o o product line” Wa c o m i s a n i n t e r e s t i n g c o m p a ny w i t h a ve r y u n i q u e m a r ke t p o s i t i o n i n t h e e l e c t r o n i c s bu s i n e s s .

A s t h e o bv i o u s m a r ke t l e a d e r t h e r e i s n o r e a l d i s s a t i s f a c t i o n w i t h t h e c u r r e n t p r o d u c t p o r t fo l i o, bu t a l s o n o c l e a r a n s we r o n h ow t o e x p a n d t h e p o r t f o l i o a n d t h e b r a n d n a m e .

I n o r d e r t o s u c c e e d t h i s C h a l l e n g e a c l e a r a p p r o a c h h a d t o b e t a ke n . T h e r e p o r t w i l l s t a r t w i t h a b r i e f a n a ly s i s o f t h e Wa c o m c o m p a ny. H e r e a f t e r a S WOT a n a ly s i s w i l l f o l l ow r e s u l t i n g a n i n t e r e s t i n g s e a r c h fi e l d fo r Wa c o m ’s B a m b o o p r o d u c t l i n e . C o n c e p t s a n d f u r t h e r r e s e a r c h w i l l e ve n t u a l ly r e s u l t s i n t o p o t e n t i a l p r o d u c t w i t h a b u s i n e s s i m p l e m e n t a t i o n .

4

About Wacom.

Wa c o m w a s f o u n d e d i n 1 9 8 3 i n A g e o - s h i , J a p a n . T h e s t a r t i n g c o m p a ny h a d m a d e a t a bl e t a n d c u r s o r fo r a To k yo d a i ly n e w s p a p e r. S t a r t i n g f r o m t h e b u s i n e s s p r o d u c t i v i t y s e c t o r t h e y s w i t c h e d t o t h e p e r s o n a l m a r ke t by c r e a t i n g a p e n t a bl e t a n d c o r d l e s s p o i n t i n g d e v i c e s f o r t h e J a p a n e s e c u s t o m e r.

W i t h t h e d i g i t i z a t i o n o f t h e d e s k t o p p u bl i s h i n g t h e c o m p a ny h a d r e a c h e d a n i n t e r n a t i o n a l s u c c e s s i n 1 9 8 8 . U p t o t h e p r e s e n t d ay Wa c o m ’s p r o d u c t r a n g e i s b a s e d o n t h e g o o d o l d p a p e r- p e n a n a l o g y p r o d u c t d i ve r s i fi c a t i o n . T h e p r o d u c t s a r e b a s e d o n a p a t e n t e d e l e c t r o m a g n e t i c t e c h n o l o g y w h i c h i s t h e ke y t o c o r d l e s s , b a t t e r y - l e s s a n d p r e s s u r e s e n s i t i ve c o m p u t e r i n p u t devices.

Wa c o m i s n ow m a r ke t l e a d e r a n d h a s n o r e a l d i s s a t i s f a c t i o n n o r d i r e c t t h r e a t s i n t h e p e n - t a bl e t m a r ke t . T h e c o m p a ny h a s r e a c h e d i t s u p m o s t p o t e n t i a l . I n o r d e r t o b e a bl e t o e x p a n d t h e b r a n d a new product has to be created...

5

N ew i nt er ac ti v e h ar d wa re t echnology D i gi ta l ge ne ra t i on S o f t w ar e te ch nol ogy d ev elop m ent Co m m u ni t ie s ar e st ronger t ha n ev er a nd M o re t ra ns p a ren t ( soc ia l med ia ) E x p an d Ba m b oo b ra nd na m e aw are ne ss

T hreat s

Foc used por tf o l i o Unk nown br an d I D o uts i d e tar g e t gr o up Lack of d ive r s it y Targe t ar ea is f o cu se d o n d e sk u sa g e, both prof es sio n al and g en er al u se On a one m a n is l a nd Hard t o be tre n d se tte r, ca n’ t l e ar n f r o m oth ers Lot s of outs ou r c i ng Pen relat ed d i ve r s i fi c a ti on

Tech nological d ev e l o p me n t b y mo r e compan ies i n the m ar k et Media innova ti o n i s a l ot h ar d er. l o ts o f product s, on l y f e w hav e su cc es s an d domina te Only ab le t o l os e t he m a r ke t sha re a s mar ket leade r Mark et sat urati o n i n p o te nti al n ew mark ets

INTERNAL

Weak nes ses

EXTERNAL

O pp o r tu ni t i e s

INTERNAL

In - h o u s e te ch nol ogic a l d ev elop ments Te c h no l o g i ca l e x p ert is e L o y a l cu st om e rs Q u a li t y as s ur an ce D ev e l o pe d n et wor k c ha in Ma r k e t l e a d e r M u s t - h ave p rod uc t i n p rofessiona l m a rk et B ig R & D de p ar tm e nt En ha nc es l ife ex p e rie nce O u t s t a nd in g ha rd wa re p erforma nces

EXTERNAL

S t ren g th s

6

SWOT Analysis.

Figure 1: Salar de Uyuni, Bolivia

Wa c o m ’s o bv i o u s s t r e n g t h i s t h e i r m a r ke t p o s i t i o n a s a l e a d e r. T h e i r p r o d u c t p o r t f o l i o h a s a l a c k o f d i ve r s i t y a n d i s b a s e d o n a p e n r e l a t e d d i ve r s i fi c a t i o n . Pe t e r K u r s t j e n s , r e s p o n s i bl e fo r i n n ov a t i o n a t Wa c o m E u r o p e , r e fe r r e d t o t h e i r m a r k e t p o s i t i o n a s a n i s l a n d a f a r f r o m o t h e r u n k n ow n m a r k e t s . T h e i r c o r e v a l u e f r o m a p r o d u c t p e r s p e c t i ve i s t h e p a p e r a n a l o g y w i t h i n t h e i r p r o d u c t s r a n g e . Wa c o m t a r g e t s t h e u s e r s t h a t r e a l ly n e e d t o e x p r e s s t h e i r s e l ve s .

To c o m p l e t e Wa c o m a s a b r a n d t h e B a m b o o r a n g e s h o u l d b e e x t e n d e d by c r e a t i n g a n e w p r o d u c t f o r a n u n k n ow n m a r ke t , W h e n s u c c e e d i n g Wa c o m wo u l d v i c t o r t h e i r g r e a t e s t we a k n e s s and prevail their threats.

7

Search Fields.

A s f r o m t h e S WOT a n a ly s i s i t i s i n t e r e s t i n g t o t a r g e t u n k n ow n s e a r c h fi e l d s fo r Wa c o m . W h e n t h i n k i n g o f t h e s e fi e l d s o t h e r p r o d u c t s s h o u l d b e c o n s i d e r e d a s c o m p e t i t o r s . F o r i n s t a n c e ; w h e n c r e a t i n g a l ow c o s t p r o d u c t a c h i l d , a s i m p l e n o n - t e c h fo o t b a l l c o u l d b e a c o m p e t i n g p r o d u c t .

W i t h t h i s i n m i n d we h ave r e s e a r c h e d a n a m o u n t o f ve r y d i ve r s e fi e l d s a s a t e a m . F r o m t h i s r e s e a r c h I h ave c h o s e n t wo r e l a t e d fi e l d s fo r f u r t h e r a t t e n t i o n .

Pe r s o n a l A s s i s t a n c e T h e p e r s o n a l a s s i s t a n c e p r o d u c t s h ave b e e n a r o u n d we l l b e f o r e t h e c o m p u t e r i z a t i o n o f o u r s o c i e t y. G r e a t a r t i s t s l i ke L e o n a r d o d a V i n c i u s e d n o t e b o o k s t o i m p r ove t h e q u a l i t y o f h i s wo r k a n d t h e s t r u c t u r e o f h i s p e r s o n a l l i fe . T h e m a r ke t o f t h e s e n o t e b o o k s i s we l l s a t u r a t e d .

M o l e s k i n e , a c o m p a ny t h a t w a s r e v i ve d i n 1 9 9 7 by a s m a l l M i l a n e s e p u bl i s h e r, i s n ow t h e l e a d e r m a r ke t l e a d e r. T h e i r p r o d u c t p o r t fo l i o i n c l u d e s n o t e b o o k s , p l a n n e r s , d i a r i e s , s ke t c h b o o k s , a n d a l bu m s . T h e m a r ke t f o r t h e s e a n a l o g a i d s h a s r e a c h e d i t s a l m o s t f u l l p o t e n t i a l . T h e c o m p a n i e s a r e d r i ve n by t h e i r h e r i t a g e a n d l o n g t e r m e x i s t e n c e , a h o l d b a c k f o r n e w c o m p e t i t o r s w i t h i n t h i s m a r ke t . B u t w i t h t h e d i g i t i z a t i o n t h e r e i s a n e w i n t e r e s t i n g d e ve l o p m e n t . W h e n A p p l e i n t r o d u c e d t h e N e w t o n p e r s o n a l d i g i t a l a s s i s t a n t ( P DA ) i n 1 9 9 3 t h e m a i n p u r p o s e o f t h e d e v i c e w a s n o t ve r y c l e a r t o t h e a u d i e n c e . I t w a s p e r c e i ve d a s a ve r y h a n d y d e v i c e t h a t wo u l d f u l fi l l a t l o t o f t a s k s , t h e p r o d u c t fe a t u r e d h a n d w r i t i n g r e c o g n i t i o n s o f t w a r e w i t h a s t y l u s . T h e u s e r w a s a bl e t o c r e a t e bu c ke t l i s t s , s p r e a d s h e e t s a n d c o n t r o l d a t a . U n fo r t u n a t e ly A p p l e h a d a n i n a u s p i c i o u s beginning and failed to gar ner mainstream success, the product was discontinued in 1998. The N e w t o n w a s a ve r y i n t e r e s t i n g a t t e m p t b e i n g a ‘ p r o d u c t i v i t y ’ d e v i c e , w h i l e t h e c u r r e n t i Pa d h a s c l e a r ly a n ‘ e n t e r t a i n m e n t ’ e m p h a s i s b u t s t i l l i s mu l t i - f u n c t i o n a l . T h e p e r s o n a l p r o d u c t i v i t y h a s b e e n d i g i t a l i ze d s i n c e . T h e r e a r e t o n s o f bu c ke t l i s t , n o t e s a n d r e m i n d e r s o f t w a r e f o r b o t h t h e t a bl e t a n d t h e p c . E ve r n o t e i s o n e o f t h e g i a n t s w i t h i n t h i s m a r ke t . T h e s o f t w a r e i s av a i l a bl e i n a 8

p a i d ve r s i o n o r a m o r e r e s t r i c t e d , a d ve r t i s i n g - s u p p o r t e d , f r e e ve r s i o n . T h i s w ay E ve r n o t e i s o f fe r i n g s e r v i c e s a n d a r e a bl e t o g e n e r a t e d a i l y i n c o m e o n o n e p r o d u c t , w h e r e a p hy s i c a l n o t e b o o k i s a s i n g l e p u r c h a s e ( n o t c o u n t i n g i t s l i fe t i m e ) . T h e m a r k e t f o r t h e s e t y p e s o f s o f t w a r e i s ve r y s a t u r a t e d . T h e r e i s a l s o a b i g d e m a n d fo r t h e s e t y p e s o f p r o d u c t s , E ve r n o t e fo r i n s t a n c e h a d r e a c h e d w i t h i n t h r e e ye a r s u p t o 1 1 m i l l i o n u s e r s . T h e r e i s a ve r y i n t e r e s t i n g d e ve l o p m e n t o f c o m p a n i e s f r o m t h e a n a l o g m a r k e t ( a n d o t h e r i n d u s t r i e s ) t r y i n g t o s u c c e e d i n t h i s d i g i t a l m a r ke t .

A n a l o g m a r ke t l e a d e r M o l e s k i n e h a d r e l e a s e d nu m e r o u s o f t a bl e t a n d p h o n e a p p l i c a t i o n s s i n c e 2 0 1 1 , t h o u g h i t c o u l d n o t e c o p e w i t h t h e h i g h t e c h n o l o g i c d e ve l o p m e n t s .

Figure 2

T h i s ye a r, a n u n i q u e c o l l a b o r a t i o n b e t we e n E ve r n o t e a n d M o l e s k i n e h a s b e e n e n c o u n t e r e d . T h e y h ave c r e a t e d a notebook which can interact with an E ve r n o t e a p p. T h e n o t e b o o k fe a t u r e s s p e c i a l s t i c ke r t a g s a n d p a p e r s h e e t s .

W i t h t h e h e l p o f a n i P h o n e o r i Pa d ( w i t h a n E ve r n o t e a p p ) t h e p hy s i c a l sheets from the notebook are p h o t o g r a p h e d a n d o r g a n i ze d w i t h i n E ve r n o t e . T h i s p r o d u c t b r i n g s t wo wo r l d s t o g e t h e r c r e a t i n g a n e w o p p o r t u n i t y w i t h i n a h i g h ly c o m p e t i t i ve m a r ke t .

9

Figure 3: Steve Jobs at the WDCC 2010 announcing the iCloud.

Business Assistance Wa c o m s t a r t e d w i t h i n t h i s i n d u s t r y by h e l p i n g a n e d i t o r i a l o f fi c e i n J a p a n o f a To k yo d a i l y n e w s p a p e r. C r e a t i n g a w h o l e n e w p r o d u c t r a n g e w i t h t h e i n t r o d u c t i o n o f t h e p e n t a bl e t f o r a b e t t e r d e s k t o p p u bl i s h i n g e x p e r i e n c e . T h e p r o d u c t s t h a t a r e w i t h i n t h e bu s i n e s s a s s i s t a n c e a r e ve r y d i ve r s . T h e r e a r e a l o t o f p r o d u c t s f o c u s e d o n s o m e s p e c i fi c t a s k s l i ke p u bl i s h i n g a n d 3 D m o d e l i n g . T h e r e a r e s t i l l s o m e g e n e r a l t a s k s t h a t a r e c o m m o n i n a l l k i n d s o f bu s i n e s s b r a n c h e s , l i ke i n t e r a c t i ve m e e t i n g s , ke y n o t e s a n d d a t a r e p r e s e n t a t i o n s . T h i s s e g m e n t i s o p e n fo r n e w p r o d u c t i d e a s a n d s o m e c o m p a n i e s e ve n s e e k f o r t h e s e k i n d s o f p r o d u c t s i n o r d e r t o s t r e a m l i n e t h e i r p r o d u c t i v i t y. Wa c o m a l r e a d y r e l e a s e d m e e t i n g s t a f f e l e c t r o n i c bl a c k b o a r d s i n 1 9 8 8 . To d ay t h i s s e g m e n t i s d o m i n a t e d by p r o j e c t o r s i n c o m b i n a t i o n w i t h c o m p u t e r s o f t w a r e l i ke A p p l e K e y n o t e a n d M i c r o s o f t Powe r p o i n t . T h e s e p r o d u c t s h ave e s t a bl i s h e d t h e m s e l ve s a s g r e a t l e a d e r s a n d h ave s e t a h i g h b a r f o r t h e c o m p e t i t o r s . O n ly t e c h n o l o g i c a l d e ve l o p m e n t s c o u l d g i ve a n e n t r a n c e w i t h i n t h e m a r ke t .

10

Opportunity T h e p e r s o n a l p r o d u c t i v i t y s e c t o r i s a we l l s a t u r a t e d i n d u s t r y w i t h a h i g h i n t e n s i t y o f c o m p e t i t i o n .

T h e c u r r e n t b r a n d s f o c u s o n t h e i r h e r i t a g e a n d t e c h n o l o g i c a l d o m i n a n c e . H owe ve r t h e d e ve l o p m e n t s o f n e w p r o d u c t s ( t h e E ve r n o t e M o l e s k i n e n o t e b o o k ) c o u l d b e a s m a l l g a p f o r a n o p p o r t u n i t y fo r Wa c o m . T h e m a r k e t h a s a b r o a d a m o u n t o f d i ve r s e u s e r s w h i c h i s we l l s u i t e d fo r t h e B a m b o o b r a n d . T h i s m a r ke t c o u l d b e i n t e r e s t i n g f o r e x p e r i m e n t a t i o n m a i n ly b e c a u s e o f i t s l ow a m o u n t o f d e ve l o p m e n t r e q u i r e d .

T h e c u r r e n t m a r k e t s i ze o f t h e b u s i n e s s p r o d u c t i v i t y s e c t o r i s q u i t e s m a l l . M a ny c o m p a n i e s a r e o p e n fo r c h a n g e s , t h o u g h o u r p r o j e c t e d m a r k e t g r ow t h i s s t i l l q u i t e l ow. A n e w p r o d u c t wo u l d h ave t o s i g n i fi c a n t l y i n c r e a s e t h e p r o d u c t i v i t y i n o r d e r t o s u c c e e d . T h i s o f t e n l e a d s i n t o t a s k f o c u s e d p r o d u c t s . A s we l l a s t h e p e r s o n a l m a r ke t , a r e l a t i ve l y s m a l l a m o u n t o f t e c h n o l o g i c a l d e ve l o p m e n t a n d e f f o r t wo u l d b e n e e d e d .

A p o s s i bl e e n t r a n c e c o u l d b e t h e a l ow - t e c h p r o d u c t i ve t a s k fo r fi l i n g t a bl e t . S o f a r, t h e e m p h a s i s o f t h e t a bl e t s h a s b e e n t h e p e r s o n a l e n t e r t a i n m e n t , b u t t h e s e c o u l d fi l l a g r e a t d e m a n d i n a s we l l bu s i n e s s a s p e r s o n a l a s s i s t a n c e .

11

“ S t i m u l a t e t h e ex p e r i e n c e o f ex p r e s s i n g y o u r s e l f a t t h e fullest while writing on the move, by engaging the impetus to work at any time.�

12

Personal Design Challenge.

The PDC is focused on giving the user highest amount of freedom while wr iting, for instance t y p i n g , w h i l e ye t b e i n g m o b i l e . T h i s d o m a i n a p p r e h e n d s t h e p a p e r a n a l o g y w h i c h Wa c o m i s f a m o u s w i t h , b u t w i l l e x p a n d t h e B a m b o o b r a n d w i t h a p o s s i bl e n o n - p e n r e l a t e d p r o d u c t .

C u rre n t M a r ke t O f fe r T h e r e a r e t o n s o f d i f fe r e n t t a bl e t p c ’s a n d s m a l l s i ze d l a p t o p s t h a t a r e p o r t a bl e . T h e m a r k e t o f t h e s m a l l d i g i t a l t y p i n g d e v i c e s i s we l l d i g e s t e d . A l t h o u g h t h e r e s o m e g a p s w i t h i n t h i s m a r ke t , a s we h ave s e e n t h r o u g h t h e s e a r c h fi e l d a n a ly s i s . A p o r t a bl e l a p t o p o r t a bl e t h a s a lw ay s a h i g h p r i c e t a g , s t a r t i n g s o m e w h e r e f r o m a c o u p l e o f h u n d r e d s u p t o t h o u s a n d s e u r o s . T h a t m a ke s a l l t h e s e d e v i c e s p r e c i o u s a n d v u l n e r a bl e . B o t h a n t a bl e t a n d a l a p t o p a r e t o s o m e d e g r e e s u f fi c i e n t f o r t y p i n g t e x t , a l t h o u g h t h e i r b a t t e r y w i l l n o t s u r v i ve f o r m o r e t h a n c i r c a 7 h o u r s . T h i s m e a n s t h a t t h e s e d e v i c e s n e e d t o b e f r e q u e n t ly c h a r g e d . A r e a l h a s s l e , b e c a u s e yo u r e a l ly c a n n o t f o r g e t t o c h a r g e yo u r d e v i c e , o t h e r w i s e yo u w i l l b e c a r r y i n g a l o t o f u s e l e s s we i g h t w i t h yo u . T h e h i g h we i g h t c a n b e c l a r i fi e d by t o n s o f f u n c t i o n s t h a t c a n o n l y d i s t r a c t t h e u s e r w h i l e w r i t i n g .

Challenge T h i s n e w p r o d u c t i s a s t a n d a l o n e d e v i c e s i m i l a r t o a n e - r e a d e r. D u r a b i l i t y a n d s t u r d i n e s s n e x t t o g r e a t e r g o n o m i c s a r e ke y f o r s u c c e s s . T h e p r o d u c t i s s m a l l i n s i ze i n o r d e r t o s u c c e e d e d i n i t s mobility pur pose . It is entirely dedicated to its one and only task; wr iting. With this in mind, the c o s t c a n n o t b e g r e a t e r t h a n a b a s i c e - r e a d e r. A g r e a t c h a l l e n g e i s t o c o nv i n c e t h e u s e r t h a t t h i s p r o d u c t c o u l d n o t b e r e p l a c e d by a n i Pa d .

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Context Analysis.

The User T h e t a r g e t g r o u p f o r t h i s n e w p r o d u c t i s a b r o a d m i x t u r e o f d i f fe r e n t p e o p l e . T h o u g h t h e r e a r e c o u p l e p o i n t s t h a t t h e y a l l h ave i n c o m m o n . A l l u s e r s n e e d t o w r i t e t e x t t o b e a bl e t o e x p r e s s t h e i r s e l ve s f o r t h e i r wo r k , s t u d y o r e ve n p e r s o n a l r e a s o n s . T h e i r o c c u p a t i o n g i ve s ( o r a r e e ve n f o r c e d ) t h e m t h e p o s s i b i l i t y t o wo r k o n t h e m ove . A n d l a s t bu t n o t l e a s t t h e f u t u r e u s e r h a s p r e fe r a bly n o t a bl e t a t a l l ; I a m n o t a i m i n g a t t h e g a d g e t - l ove r s w i t h t h i s p r o d u c t .

I d i d a s m a l l q u e s t i o n n a i r e o n a c o u p l e o f wo r k e f fi c i e n c y a n d t y p i n g r e l a t e d t o p i c s . T h e r e s u l t s o f t h i s q u e s t i o n n a i r e g ave my b e t t e r u n d e r s t a n d i n g o f t h e p o t e n t i a l c u s t o m e r a n d t h e i r b e h av i o r.

“ I u s e my l a p t o p i n t h e t ra i n . I t ' s a go o d p l a c e fo r w o r k i n g s i n c e y o u h a v e n o i n t e r n e t , s o n o t a l o t o f d i s t ra c t i o n .� - A n o n y m o u s Po t e n t i a l U s e r ( M a l e C r e a t i v e F r e e l a n c e r ) Not a single questioned potential user disagreed that social media, e-mail and the possibility of s u r fi n g t h e we b c a u s e s a l o t o f d i s t r a c t i o n w h i l e wo r k i n g . E - m a i l a n d s o c i a l m e d i a we r e d e s c r i b e d a s m o r e d i s t r a c t i n g t h a n we b s u r fi n g . I i m a g i n e t h a t s o c i a l m e d i a a n d e - m a i l f o r c e s p e o p l e by n o t i fi c a t i o n s t o t h e i r a t t e n t i o n w h i l e we b s u r fi n g i s a c h o i c e m a d e by t h e u s e r i t s e l f . T h e m a j o r i t y o f t h e u s e r s u s e M i c r o s o f t Wo r d . 7 2 % o f t h e u s e r s u s e j u s t t h e b a s i c f u n c t i o n s ( p a r a g r a p h s , t i t l e s , wo r d c o u n t a n d p a g e n u m b e r s ) f o r t h e i r t e x t l ay - o u t , j u s t a s m a l l a m o u n t o f 4 % u s e r s u s e o t h e r f u n c t i o n s . A l l u s e r s c h o s e t h e a n a l o g k e y b o a r d a b ove t h e d i g i t a l o n e . I t s e e m s t h a t t h e h a p t i c fe e d b a c k t h a t a n a n a l o g k e y b o a r d h a s i s e x p e r i e n c e d a s t h e m o r e p l e a s a n t o n e .

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T h e I n t e r a c t i o n - Way s o f Ty p i n g T h e r e a l o t o f w ay s o f t y p i n g . W h e n t h i n k i n g o f t h i s s u b j e c t t h e fi r s t t h i n g t h a t p e o p l e c o m e u p w i t h a r e d i f fe r e n t ke y b o a r d l ay - o u t s a n d b u t t o n s o r e ve n t o u c h s c r e e n m ove m e n t s . T h o u g h t h e e s s e n c e l ay s w i t h i n t h e u s e o f o u r b o d y a s a t o o l t o d e s c r i b e o u r e x p r e s s i o n i n wo r d s . N ow w i t h t h e u p c o m i n g i nve n t i o n s o f vo i c e c o n t r o l s o f t w a r e we h ave b r o a d e n o u r b o d y b o u n d a r i e s f r o m o u r h a n d s t o o u r vo i c e a s ke y t o o l . F o r t h e n e w p r o d u c t I h ave fo c u s e d o n t h e u s e o f o u r h a n d s .

M a i n ly b e c a u s e vo i c e c o n t r o l h a s n o t e s t a bl i s h e d i t s e l f f o r t y p i n g a l o n g t e x t .

T h e r e a r e c o u p l e o f d i f fe r e n t w ay o f t y p i n g w i t h yo u r h a n d s . F o r i n s t a n c e a k e y b o a r d o f a n i P h o n e a d i f fe r e n t u s e r i n t e r a c t i o n a n d w ay o f t y p i n g t h a n a ke y b o a r d o n a l a p t o p. H e r e ’s a b r i e f ove r v i e w c a t e g o r i ze d by o u r fi n g e r s o f t h e k n ow n w ay s o f t y p i n g t e x t .

Figure 4: Testing the Apple iPhone 4S

Thumbs Only T h e t h u m b o n l y e q u i p p e d k e y b o a r d i s b e s t k n ow n f r o m t h e c u r r e n t s m a r t p h o n e s . O u r t h u m b s h ave a l a r g e s u r f a c e a n d t h e a c c u r a c y o f o f t y p i n g t h i s w ay i s l owe r t h a n w i t h a s m a l l e r s u r f a c e d i n d e x fi n g e r. T h e i P h o n e h a s a d j u s t e d t h e ke y b o a r d by t wo i n t e r e s t i n g fe a t u r e s . T h e fi r s t o n e i s by d i s p l ay i n g t h e c h o s e n c h a r a c t e r i n a n e n l a r g e d fo r m a t ( s h ow n i n fi g u r e 4 ) . T h e s e c o n d fe a t u r e i s t h e a u t o c o r r e c t f u n c t i o n . T h i s g r a m m a r c h e c ke r c o r r e c t s wo r d s t h a t h ave b e e n t y p e d a u t o m a t i c a l ly. T h i s w ay t h e u s e r d o e s n o t h ave t o m i n d p r e s s i n g t h e c h a r a c t e r s e x a c t l y i n t h e c o r r e c t m a n n e r. I wo u l d describe this typing as an high speed manner to writing text.

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O n e H a n d , o n e i n d ex - f i n g e r T h i s i s t h e w ay t h a t o l d t e l e p h o n e s we r e u s e d . T h e s e p r o d u c t s h ave a d i a l w h i c h w a s o p e r a t e d w i t h a s i n g l e i n d e x fi n g e r. T h i s i s a ve r y a c c u r a t e w ay t o c h o o s e e x a c t c h a r a c t e r s . W i t h t h e i nve n t i o n o f t h e c e l l p h o n e t h e T 9 ( t e x t o n 9 k e y s ) k e y b o a r d w a s e ve n t u a l ly i n t r o d u c e d . T h e w ay t o o p e r a t e t h i s ke y b o a r d i s n i c e t r a n s i t i o n f r o m t h e o n e i n d ex - f i n g e r o n l y t o t h e t h u m b o n l y u s e .

S t i l l m a ny o l d e r p e o p l e , w h o h ave n o t b e e n r a i s e d w i t h d i g i t a l t e c h n o l o g y, u s e t h e i r o n e i n d e x fi n g e r t o t y p e t e x t o n a t h u m b o n l y ke y b o a r d . T h i s i s o f c o u r s e n o t t h e r i g h t m a n n e r t o u s e t h i s ke y b o a r d , r e s u l t i n g i n t o a l owe r t y p i n g s p e e d .

O n e H a n d , m u l t i p l e i n d ex - f i n g e r s T h i s u s e we k n ow b e s t f r o m t h e n u m - l o c k f u n c t i o n o n a r e g u l a r c o m p u t e r ke y b o a r d . T h e f u n c t i o n e n a bl e s u s t o u s e a n u m e r i c ke y p a d . T h e s p e e d s o f u s i n g t h i s d e v i c e c a n b e ve r y h i g h . I t u s e s b o t h t h e a c c u r a c y o f t h e i n d e x fi n g e r a n d t h e h i g h s p e e d o f mu l t i p l e fi n g e r s i nvo l ve d . A n i n t e r e s t i n g i nve n t i o n i s t h e H a l f Q W E RT Y- Ke y b o a r d by M a t h i a s C o o p e r a t i o n . T h e ke y b o a r d h a s t h e h a l f o f t h e ke y s d i s p l aye d w h i l e t h e o t h e r half are in reach with a single button. The interesting aspect of t h i s ke y b o a r d i s t h a t t h e u s e r h a s o n e f r e e h a n d . S t u d i e s h ave s h ow n t h a t e x p e r i e n c e d u s e r s c a n r e a c h u p t o 8 8 % e f fi c i e n c y o f a n c o nve n t i o n a l ke y b o a r d .

Figure 5: Half Keyboard, by Mathias Corporation

Tw o H a n d s , m u l t i p l e i n d ex - f i n g e r s a n d t h u m b s This is the most common use of an keyboard application. Most computer keyboards are used this w ay. A l o t o f s m a l l a l t e r n a t i o n s e x i s t a n d a l o t o f wo r l d r e g i o n s a n d c o u n t r i e s u s e d i f fe r e n t l ay o u t s . T h i s ke y b o a r d n e e d s s p a c e t o d i s p l ay a l l k e y s a t a s i n g l e t i m e . T h e p r o d u c t h a s t o b e s u p p o r t e d i n a m a n n e r b e c a u s e t h e u s e r i s u s i n g b o t h h a n d s fo r t y p i n g . T h e s p e e d s a n d a c c u r a c y i s r e a l ly h i g h .

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S w y p e a n d o t h e r f i n g e r m ov e m e n t s S w y p e i s a n i n t e r e s t i n g w ay o f t y p i n g . B y s l i d i n g a fi n g e r o r s t y l u s o n a t o u c h s c r e e n ove r s h ow n c h a r a c t e r s wo r d s a r e b e e n g e n e r a t e d . T h e fi r s t a p p l i c a t i o n o f S w y p e w a s o n a S a m s u n g O m n i a I I .

T h e c o n c e p t o f S w y p e i s s i m i l a r t o o t h e r i nve n t i o n s a s S w i p e I t , S l i d e I T, To u c h Pa l , a n d S h a p e W r i t e r.

Key b o a rd P a r a d ox A s d i s c u s s e d t h e r e a r e a l o t o f d i f fe r e n t w ay s t o u s e a k e y b o a r d . T h o u g h a l a r g e a m o u n t o f t h e s e i nve n t i o n s h ave a f a m i l i a r l o o k t o a c o nve n t i o n a l k e y b o a r d . T h e c o m p a n i e s b e h i n d t h e s e d e v i c e s c h o o s e a r e m o r e c o n s e r v a t i ve a p p r o a c h t o t h e i r n e w i nve n t i o n s . T h e y c o m fo r t t h e u s e r w i t h t h e i r k n ow n k n ow l e d g e o n t h e t o p i c o f ke y b o a r d s . F o r i n s t a n c e t h e S w y p e ke y b o a r d l o o k s l i ke a c o nve n t i o n a l ke y b o a r d a n d i t s g r e a t i nve n t i o n i s n o t u nve i l e d by i t s a p p e a r a n c e . T h i s c a u s e s a l o t o f u s e r s n o t t o u s e o r e ve n k n ow o f i t s e x i s t i n g c a p a b i l i t i e s . I t i s a l m o s t a s t r a n g e p a r a d ox t h a t m o s t ke y b o a r d i nve n t o r s t r y t o u s e a c o nve n t i o n a l k e y b o a r d a p p e a r a n c e , w h i l e i t i s s o m e t i m e s not suited.

“ W h e n eve r I go by t r a i n I t r y t o s t u d y, b u t s i n c e i t ´ s a n 2 h o u r r i d e I a l w ay s e n d u p f a l l i n g a s l e e p ” - A n o n y m o u s Po t e n t i a l U s e r ( F e m a l e S t u d e n t ) Summary T h e t e c h n o l o g i c a l d e ve l o p m e n t s ove r t h e l a s t t e n ye a r s b r o u g h t u s a l s o a l o t o f d i s t r a c t i o n .

S o c i a l m e d i a a n d e - m a i l t e n d t o d i s t r a c t a l o t p e o p l e by t h e u s e o f n o t i fi c a t i o n s w h i l e t h e u s e r i s t r y i n g t o wo r k . T h e t a bl e t m a r k e t i s e n t i r e l y b a s e d o n e n t e r t a i n m e n t . M y c h a l l e n g e i s t o c r e a t e a p r o d u c t e n t i r e ly d e d i c a t e d t o i t s p r o d u c t i v i t y a n d g i v i n g t h e u s e r t h e o p t i m a l e f fi c i e n c y f o r t y p i n g o n ly. T h e p r o d u c t s h o u l d n o t j u s t b e a g r e a t t o o l , i t h a s t o s t i mu l a t e t h e i m p e t u s t o wo r k a t a ny t i m e w h i l e ye t b e i n g o n t h e m ove .

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Conceptualization.

W i t h t h e f o l l ow i n g c o n c e p t I t r y t o u s e d i f fe r e n t w ay s o f t y p i n g f o r d i f fe r e n t c a s e s . E a c h p r o d u c t h a s i t s ow n m e t a p h o r a n d i t s r e a s o n o f e x i s t e n c e ; R a i s o n d ' ĂŞ t r e .

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Concept I.

Figure 6

Figure 7

Figure 6: A polish ar tist painting in Dresden right after the s e c o n d Wo r l d Wa r. A l t h o u g h being taunted by the Soviet soldiers around him, he had an special urge to paint his sur rounding.

Figure 7: Children in the back of a car with their old school N i n t e n d o G a m e B o y s . N o wa d a y s it is common to see children p l a y w h e r e ev e r t h e y a r e .

S o m e t i m e s ev e n o n t h e m o s t i n c o nv e n i e n t m o m e n t s .

T h e fi r s t c o n c e p t i s a l l a b o u t w r i t i n g a t a ny t i m e . J u s t l i k e t h e g a m e b oy s h ow n h e r e a b ove , w h e r e t h e k i d s c a n n o t s t o p p l ay i n g v i d e o g a m e s .

I h ave b e e n i n s p i r e d by t h e a r t i s t s p a i n t p a l l e t a n d i t ’s u n i q u e fe a t u r e s . T h e p a l l e t i s a l ow t e c h d e v i c e w h i c h e n a bl e s t h e u s e r t o h ave mu l t i p l e c o l o r s a lw ay s a t h a n d . M y m i s s i o n f o r Wa c o m w a s q u i t e s i m i l a r i n a w ay.

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Concept I.

T h i s p r o d u c t c l e a r l y s t a t e s i t s u s e by a p p e a r i n g t h e c h a ra c t e r a r o u n d t h e t h u m b s . T h i s u s e - c u e i s i n t e n d e d t o s t i m u l a t e t h e u s e r s fo r a t h u m b o n l y use.

R a i s o n d ' ĂŞ t re This concept is made for the wr iter that is o n t h e m ove a n d n e e d s t o fi n i s h h i s t e x t i n t h e m o s t c o nve n i e n t w ay. B e i n g q u i c k a n d typing large quantities of text is an impor tant aspect of this concept.

T h e k e y b o a r d i s t h u m b c e n t e r e d , t h i s w ay t h e u s e r w i l l n o t l e ave t h e d e v i c e . W h i l e t h e d e v i c e s o f fe r s o n ly t h e p o s s i b i l i t y t o t y p e , a h i g h wo r k e f fi c i e n c y c a n b e reached.

T h e c o n c e p t s t a r t e d w i t h a p a i n t p a l l e t l i ke c o n f i g u ra t i o n . T h o u g h t o e n a b l e t h e a b i l i t y fo r t h e thumb to be able to type, some adjustments where made to design. The holes were placed to t h e s i d e s c r e a t i n g a n o t c h fo r t h e u s e r t o p u t h i s h a n d i n t o.

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Concept II. F i g u r e 8 : H ew l e t t Pa c k a r d ’ s p o c ke t c a l c u l a t o r. T h e a d d s a y s ; “ t h e f i r s t p o c ke t answer machine that speaks your language”.

Figure 9: John Lennon playing on a harmonica.

Figure 10: Creative b ra i n s t o r m s e s s i o n a t t h e Fa c u l t y o f Figure 8

Figure 9

Figure 10

W h e n H e w l e t t Pa c k a r d r e l e a s e d t h e i r p o c ke t c a l c u l a t o r t h e y d e s c r i b e d i t a s “ t h e fi r s t p o c ke t a n s we r m a c h i n e t h a t s p e a k s yo u r l a n g u a g e ” . I t i s ve r y i m p o r t a n t t h a t a p o c ke t d e v i c e w i l l n o t c o m p e n s a t e o n t h e wo r k f l ow a n d e f fe c t i v i t y. W r i t e r s o f t e n c o p e w i t h a w r i t e r s bl o c k o r a l a c k o f i n s p i r a t i o n a n d c o n c e n t r a t i o n . W i t h t h e fo l l ow i n g c o n c e p t I w i l l t a c k l e t h i s p r o bl e m .

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Concept II. R a i s o n d ' ê t re This concept is made for the wr iter w h i c h h a s s o m e p r o bl e m s w i t h c o m i n g up with some new material. While he has s o m e t i m e t o k i l l o n t h e m ove , h e t a k e s t h e device and star ts typing. He str uggles with wo r d s , w i t h o n e t o u c h a wo r d c l o u d a p p e a r s .

W h i l e h e b r ow s e s t h r o u g h t h e g e n e r a t e d dictionar y new ideas str uck. He is also p o s s i bl e t o t a ke a g l i m p s e o n h i s p r e - d i v i n e d ke y wo r d s ( n o t e s ) i n t h e s a m e w ay. T h e d e v i c e s u s e s a o n e h a n d ke y b o a r d i n o r d e r t o s t i mu l a t e t h e u s e o f t h e wo r d c l o u d .

Wo rd C l o u d & Key wo rd s W h e n h a v i n g n o i n s p i ra t i o n a t a l l , a w r i t e r s b l o c k , i t i s h a n d y t o u s e a s m a l l b ra i n s t o r m session. The one touch at a button the word c l o u d a p p e a r s i n s t e a d o f t h e ke y b o a r d .

O n e H a n d Ty p i n g T h e o n e h a n d t y p i n g ke y b o a r d wa s i nv e n t e d by t h e M a t i a s C o r p o ra t i o n . T h i s ke y b o a r d s h o w s o n l y t h e h a l f o f a l l ke y s , w i t h a t o u c h o f o n e b u t t o n t h e o t h e r h a l f o f t h e ke y b o a r d i s s h o w n . M a t h i s H a l f, t h e c r e a t o r o f t h i s ke y b o a r d , c l a i m s t h a t ex p e r i e n c e d u s e r s can gain up to 88% efficiency of a ‘whole ke y b o a r d ’ u s a g e .

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Concept III. F i g u r e 1 1 : A t ra f f i c officer controls the t ra f f i c a t a c h a o t i c junction.

Figure 12: Jim Car rey playing Dance R ev o l u t i o n . A s o c i a l g a m e c o n c e n t ra t e d o n the reaction time t o wa r d s t h e c o m p u t e r g e n e ra t e d d a n c e moves .

Figure 11

Figure 12

W h e n b e i n g u n i n s p i r e d p e o p l e t e n d t o fi l l t h e i r t i m e w i t h p a s s i ve t a s k s ; w a t c h i n g t h e t e l e v i s i o n , l i s t e n i n g t o mu s i c o r e ve n t a k e a q u i c k n a p. W h e n wo r k i n g s e e m s t o n o t b e e f fi c i e n t , a n d w h i l e w r i t e r s c a n o f t e n d e c i d e o n t h e i r ow n wo r k i n g h o u r s , a d i s t r a c t i o n i s n e e d e d . I t i s n o t e a s y t o g e t i n s p i r e d w h i l e yo u a r e o n t h e m ove . T h e t h i r d c o n c e p t i s f o c u s e d o n p u m p i n g u p t h e wo r k f l ow o f t h e u s e r w h i l e ke e p i n g h i m e n t e r t a i n e d by g u i d i n g h i m t o t h e d e s i r e d t e x t .

23

Concept III. R a i s o n d ' ê t re T h e t h i r d c o n c e p t p r ov i d e s t h e u s e r t h e h i g h e s t a m o u n t o f s t i mu l a t i o n t o wo r k .

Wo r d s f ly by o n t h e l owe r t o u c h p a d w h i l e h i s t e x t i s s t a t i c a l l y d i s p l aye d a b ove .

T h e l owe r s c r e e n p r ov i d e s s o l u t i o n s w h e r e a w r i t e r c o u l d g e t s t u c k i n h i s wo r k f l ow.

W r i t e r o f t e n g e t p a i d p e r t e x t o r e ve n p e r wo r d . I t i s d o e s n o t o f t e n h a p p e n t h a t t h e y a r e p a i d p e r h o u r.

E f fi c i e n c y i s k e y f o r a g o o d i n c o m e .

At the top of the product, in the r i g h t c o r n e r, a ‘ wo r k f l ow m e t e r ’ i s s i t u a t e d . T h e m e t e r g i ve s t h e u s e r fe e d b a c k o n b e h a l f o f h i s w r i t i n g progress. The user gets challenged to w r i t e , a n d e a r n t h i s w ay m o r e ‘ p e n - s t a r s ’ , T h e i n t e r a c t i o n b e t we e n t h e u s e r a n d t h e product is intended to be enter taining. This device should help the user to kill spare t i m e w h i l e b e i n g o n t h e m ove .

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Concept Selection.

Chosen Concept A l l o f t h e s e c o n c e p t s t a c k l e my ow n Pe r s o n a l D e s i g n i n a d i f fe r e n t c o n t e x t a n d e a c h p r ov i d e a d i f fe r e n t u s e r i n t e r a c t i o n . F o r Wa c o m ’s b r a n d i d e n t i t y I t h i n k C o n c e p t O n e i s b e s t s u i t e d .

Concept One is based on a simple principle; when holding the product, the user can not be d i s t r a c t e d t o wo r k o n o t h e r t a s k s . T h e w ay t h e p r o d u c t t a c k l e s t h i s p r i n c i p l e i s s i m p l e bu t i n n ov a t i ve . T h e ke y b o a r d l ay - o u t t a c k l e s t h e k e y b o a r d p a r a d ox a n d p r ov i d e s a n e r g o n o m i c fr iendly use suited for the Bamboo product line .

C o n c e p t Two h a s a h i g h t e c h n o l o g i c a l b a r r i e r, by t h e u s e o f mu l t i p l e t o u c h s c r e e n , c r e a t i n g a c o m p l i c a t e d p r o d u c t . T h i s n o t s u i t e d we l l w i t h i n t h e b r a n d s t r a t e g y o f B a m b o o. I t h a s t o b e a s i m p l e ye t e f fi c i e n t p r o d u c t t o b e a bl e t o c a t c h o n . F r o m my s e a r c h fi e l d a n a ly s i s i t h a d b e e n p r ove n t h a t i t i s a l m o s t n o t p o s s i bl e t o c o m p e t e w i t h i n m o r e t e c h n i c a l a d v a n c e d t a bl e t m a r ke t .

T h e t h i r d c o n c e p t i s a n i n t e r e s t i n g o n e . I t t a c k l e s t h e p r o bl e m o f a l a c k o f i n s p i r a t i o n t o wo r k by a n e n t e r t a i n i n g ye t i n a p r o d u c t i ve w ay. T h i s i s a n i d e a l s o l u t i o n f o r B a m b o o. A l t h o u g h t h e p r o d u c t u s e s t wo s c r e e n s , a s t y l u s a n d a i n d i c a t o r. T h i s a l l r e s u l t i n g i n a c o m p l i c a t e d t e c h n i c a l p r o d u c t w h i c h i s n o t s u i t e d f o r B a m b o o.

R e s u l t : C o n c e p t O n e h a s b e e n c h o s e n , w h i l e i t i s b e s t s u i t e d f o r B a m b o o.

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Concept Refinement.

A f t e r h ave c h o s e n t h e fi r s t c o n c e p t t o wo r k w i t h , a l o t o f q u e s t i o n s c a m e i n my m i n d . H ow b i g s h o u l d t h e p r o d u c t b e ? W h e r e s h o u l d t h e c h a r a c t e r s b e p o s i t i o n e d ? D o we n e e d a l l c h a r a c t e r s a n d ke y s ? I n o r d e r t o f o r fi l l t h e s e a n s we r s s o m e r e s e a r c h h a d b e e n m a d e .

Dimensioning For the dimensioning of the product a lot of cardboard prototypes where made. I star ted with cutting out cardboard and creating prototypes with a rough estimation of the ke y b o a r d . T h i s w ay a l l p o s s i bl e s h a p e s a n d s i ze s we r e t e s t e d .

Hereafter a keyboard implementation and a couple of c o n c e p t s fo l l owe d . I c h o s e t h e 6 . 5 i n c h w i d t h a s a n i d e a l c o m p r o m i s e b e t we e n a g r e a t w i d e s c r e e n a n d p o r t a bl e capabilities.

Figure 13: User interaction research

C h a r a c t e r Po s i t i o n i n g T h e c h a r a c t e r p o s i t i o n i s o n e o f t h e m o s t i m p o r t a n t fe a t u r e s t o t h i s p r o d u c t . T h i s a s p e c t h a s b e e n t h r o u g h ly r e s e a r c h e d w i t h a i t e r a t i o n w i t h i n t h e p r o c e s s . M y a p p r o a c h w a s t o s t a r t w i t h mu l t i p l e c o n c e p t s m a d e o u t o f p a p e r a n d c u t o u t c h a r a c t e r s g l u e d t o t h e c a r d b o a r d . T h e n I c h o s e t h r e e c o n c e p t s f o r f u r t h e r r e s e a r c h . T h e fi r s t c o n c e p t w a s b a s e d o n a Q W E RT Y- ke y b o a r d . T h e s e c o n d c o n c e p t h a s a t w i s t e d t h u m b c e n t e r e d l ay - o u t . T h e t h i r d c o n c e p t w a s b a s e d o n t h e Q W E RT Y- k e y b o a r d b u t h a d a c l e a r d i v i s i o n i n t h e t h u m b s .

For images of the research concepts, take a look at Appendix I

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Figure 14: Surface of the thumb depending on the angle while pressing

From the research an interesting obser vation was made . When using the device to type , different movements of the thumb follow. By tabbing the char acter s that are positioned close to thumb, a relative small surface of the thumb is needed. The char acter fur ther from the thumb are harder to reach and need a bigger surface . To please the future user while typing, different sizes of char acter used for the final concepts.

The char acter s were placed both at and the back of the product. As a result from the research the punctuation function and enter were placed at the back. When typing the user is within a flow with his thumbs, after his main sentence is finished he gets the possibility to hit on of the back keys to proceed. This division of tasks showed ver y positive results. The user found it quite pleasant to have an alter nating task at the end of each sentence .

T h u m b o r i e n t e d c h a r a c t e r s m ay s e e m a g o o d i d e a , b u t i n r e a l i t y i t d i d n o t wo r k o u t q u i t e we l l .

T h e u s e c u e t ow a r d s t h u m b s w a s a c t u a l l y n o t n e e d e d , a l l u s e r s f r o m t h e r e s e a r c h d i d u s e t h e 27

d e v i c e w i t h t h e i r t h u m b s w i t h o u t a ny i n s t r u c t i o n s . T h e o r i e n t a t i o n o f t h e l e t t e r s w a s c o n f u s i n g f o r t h e s u r ve ye d . F o r i n s t a n c e t h e l e t t e r ‘ V ’ w a s o f t e n c o n s i d e r e d a s a ‘ g r e a t e r t h a n s i g n ’ . T h i s c o n f u s i o n d i d n o t h e l p t h e ove r a l l s p e e d o f t y p i n g .

Result T h e c h o s e n c o n c e p t i s d i s p l aye d i n fi g u r e 1 5 . I t h a s a u n i q u e c h a r a c t e r p o s i t i o n i n g . T h e ke y s a r e positioned depending on the the surface it is n e e d e d t o b e a bl e t o o p e r a t e . T h i s i n n ov a t i ve a p p r o a c h t ow a r d s t y p i n g i s we l l s u i t e d f o r t h e B a m b o o b r a n d . A t t h e b a c k t h e r e a r e ke y s a s we l l .

The space, dot and comma are suited in the back.

T h e s e p r ov i d e t h e u s e r a n i c e a l t e r n a t i n g t a s k w h e n h av i n g fi n i s h i n g t h e s e n t e n c e o r m a i n c l a u s e .

T h e n u m b e r a r e a l t e r n a t i n g a s we l l , t o p r ov i d e a s e a m l e s s wo r k f l ow o n t h e m i n i mu m o f s p a c e .

E f fi c i e n c y i s k e y f o r t h i s p r o d u c t .

Figure 15: Concept 2.2 with thumb surface indication

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TYPR

T Y P R i s t h e n ew e s t a d d i t i o n to the Bamboo product line.

T h i s u n i q u e d ev i c e i s f o c u s e d o n o n e t a s k o n l y ; t y p i n g t ex t .

29

T Y P R h a s a n u n i q u e ke y p o s i t i o n i n g w i t h b o t h ke y s a t t h e f r o n t a s w e l l a s t h e b a c k o f t h e p r o d u c t . T h i s p r o v i d e s a p l e a s a n t i n t e ra c t i o n between the user and the product.

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The keyboard has a special tactile t e x t u r e w h i c h e n a bl e s u s e r s t o t y p e . T h e positioning of the character s is based on t h e e vo l v i n g s u r f a c e o f t h e t h u m b s .

C h a r a c t e r s t h a t a r e e a s y t o r e a c h h ave a s m a l l s u r f a c e w h i l e t h e d i f fi c u l t c h a r a c t e r h ave a b i g g e r s u r f a c e .

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The TYPR uses an electrophoretic i n k d i s p l ay w i t h a n r e s p o n s e r a t e o f 1 0 H z . T h e d i s p l ay h a s t h e l o o k s a s h e e t o f p a p e r a n d d o e s n o t a n n oy t h e e ye .

W i t h o n e g i g a by t e o f m e m o r y t h e TYPR can store up to 130.000 pages of text. With an 3.7V 1300mAH batter y the device will last more than a month.

A b ove t h e ke y s t h e r e a r e f o u r bu t t o n s . W i t h t h e m e n u - ke y t h e u s e r c a n s e l e c t d i f fe r e n t fo n t - s i ze s a n d documents.

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The TYPR is a r ugged device, it does not mind to b e n e g l e c t e d by t h e u s e r. I t c o m e s o u t o f t h e b ox e q u i p p e d w i t h a r u bb e r bu m p e r c a s e t o p r o t e c t t h e main product. In contrast to the case, the backside of product has a high gloss fi n i s h . T h i s g l o s s y p a r t i s n o t a fe a t u r e t h a t i s a l w ay s s h ow n . A l t h o u g h t h e u s e r k n ow s h ow d e a r h i s r u g g e d d e v i c e t r u ly i s , l i ke a n oy s t e r w i t h a p e a r l .

For the full dimensioning please take a look at Appendix II

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Costs.

Components Description

Manufacturing

Display Module

E-Ink Corporation, China

Battery Li-Polymer 3.7V - 2100mAh

Portable Power Corperation, China

5.80

Back Enclosure

Injection Molding (outsourced in China)

0.51

Keyboard Enclosure

Injection Molding (outsourced in China)

0.36

Top Enclosure

Injection Molding (outsourced in China)

0.38

Case

Injection Molding (outsourced in China)

0.46

Flash Memory 1Gbit

Samsung, Korea

0.60

Dome-Switch Keyboard Module

Outsourced in China

0.80

Total Parts Cost

Total Component Cost USD 14.00

22.91

Ensemble Cost

China

4.90

Shipment & Packaging

to the USA

1.30

Total Cost Price

29.11

Figure 16: A table of costs, lot quantity of 100.000

T h e t o t a l c o s t o f a l l t h e p a r t s ( m a t e r i a l a n d p r o d u c t i o n ) o f t h e p r o d u c t i s 2 9 . 1 1 U S d o l l a r. T h e e n t i r e p r o d u c t i s a s s e m bl e d i n C h i n a a n d s h i p p e d t o t h e U S . T h e p r o d u c t h a s a l ow a m o u n t o f fi xe d c o s t s ( j u s t t h e m a t e r i a l a n d e n s e m bl e c o s t s ) . T h e e n t i r e p r o d u c t i o n e n a s s e m bl y i s o u t s o u r c e d , t h i s c r e a t e s a h i g h v a r i a bl e c o s t . W i t h i n t h e i n t r o d u c t i o n ye a r 2 0 1 3 , 1 0 0 . 0 0 0 u n i t s a r e t a r g e t e d t o b e s o l d i n t h e U S o n ly. F o r t h e ye a r s t h a t f o l l ow, h i g h e r a m o u n t o f s a l e s a r e p r e d i c t e d . T h e s e w i l l c a u s e a l owe r v a r i a bl e c o s t p r ov i d i n g a l owe r t o t a l c o s t p r i c e a n d a g r e a t e r p r o fi t m a r g i n .

Please take a look at Appendix III for a fully detailed description of the costs.

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Business Philosophy.

T h e p r o j e c t s t a r t e d w i t h o n e m i s s i o n ; c r e a t e a n ew p r o d u c t t h a t w o u l d b r o a d e n t h e f i e l d o f t h e Wa c o m ’ s B a m b o o p r o d u c t l i n e . Wa c o m h a s a n u n i q u e m a r ke t p o s i t i o n i n t h e p e n - t a bl e t i n d u s t r y.

A s t h e o bv i o u s m a r ke t l e a d e r t h e r e i s n o d i s s a t i s f a c t i o n w i t h t h e c u r r e n t p r o d u c t s , bu t a l s o n o c l e a r a n s we r o n h ow t o e x p a n d t h e b r a n d . T h r o u g h o u t a s e a r c h fi e l d a n a ly s i s i t b e c a m e c l e a r t h a t t h e r e w a s a g a p w i t h i n t h e m a r ke t f o r p r o d u c t i ve d r i ve n d e v i c e s . T h e o n ly w ay Wa c o m c o u l d s u c c e e d o n t h e m a r ke t i s t o e n c o u n t e r i t w i t h a s i m p l e l ow - t e c h ye t i n n ov a t i ve d e v i c e . I t c o u l d c e r t a i n ly n o t b e a c o m p e t i t o r t o t h e i Pa d M i n i o r o t h e r s m a l l e r t a bl e t s ( fo r i n s t a n c e G o o g l e N e x u s 7 a n d A m a zo n K i n d l e F i r e H D ) .

The TYPR brings us a mixture of existing technology in an unique combination. The product is f o c u s e d j u s t o n b e i n g e f fi c i e n t w h i l e s t i mu l a t i n g p r o d u c t i v i t y. W i t h a s h a r p p r i c e o f 8 5 d o l l a r s ( 6 5 e u r o s ) a n d a b a t t e r y l i fe o f ove r o n e m o n t h , i t s u r e i s t h e n e w r u g g e d n o t e p a d o f t h e ye a r 2 0 1 3 .

35

Figure 17: The Bamboo product portfolio

T h e T Y P R fi t s q u i t e we l l i n t h e c u r r e n t p r o d u c t p o r t f o l i o o f B a m b o o. J u s t a f t e r t h e s t y l u s a n d t h e Pa p e r A p p t h e T Y P R s e t s a n e w s t e p t ow a r d s d i ve r s i fi c a t i o n , a n i m p o r t a n t a s p e c t f o r B a m b o o t o e n a bl e f u r t h e r b r a n d r e c o g n i t i o n . I t i s n i c e t o s e e t h a t a l l p r o d u c t a r e e a s y t o u s e , n o a d d i t i o n a l i n s t r u c t i o n s a r e n e e d e d . A l l p r o d u c t s a r e e a s y a c c e s s i bl e , b u d g e t - w i s e , a s we l l . T h e B a m b o o p e n t a bl e t r e m a i n s t h e m o s t e x p e n s i ve p r o d u c t , i t i s n i c e s t e p f o r t h e c u s t o m e r t ow a r d s t h e o t h e r Wa c o m p r o d u c t l i n e s ; I n t u o s a n d C i n t i q .

36

Estimated Growth.

Ta r g e t i n g t h e u s e r s t h a t n e e d t o w r i t e o n t h e m ove , t h e T Y P R i s e s t i m a t e d t o s e l l 1 0 0 . 0 0 0 u n i t s , i n t h e fi r s t ye a r fo r t h e U S m a r k e t o n l y. I n 2 0 1 4 a s l i g h t l y m o r e i m p r ove d ve r s i o n , b a s e d o n t h e a u d i e n c e fe e d b a c k , w i l l b e l a u n c h e d . T h e s a l e s a r e p r e d i c t e d t o g o u p t o 5 0 0 . 0 0 0 u n i t s w h e r e a s t h e E u r o p e a n m a r ke t w i l l b e a p p r o a c h e d ( 3 5 0 . 0 0 0 u n i t s a r e e s t i m a t e d f o r t h e U S m a r ke t o n ly ) .

I n 2 0 1 5 a wo r l d w i d e d i s t r i b u t i o n w i l l s t a r t by i m p l e m e n t i n g m a r ke t s s u c h a s J a p a n , B r a z i l , C h i n a and India.

37

Recommendations.

F i r s t o f a l l I h ave s ay t h a t I r e a l l y e n j oye d wo r k i n g o n t h e p r o j e c t . T h e m e e t i n g s w i t h Pe t e r K u r s t j e n s w h e r e ve r y h e l p f u l f o r f u r t h e r p r o d u c t d e ve l o p m e n t . A l t h o u g h there are still a couple of aspects of the design that c o u l d b e n e fi t f r o m m o r e a t t e n t i o n .

The whole styling of the product is based on its function and the for m language of the Bamboo br and. There was n o fe e d b a c k f r o m t h e t a r g e t g r o u p w h i l e c r e a t i n g . T h e l a c k o f t h i s c o h e r e n c e c o u l d h ave s o m e e f fe c t o n f u t u r e s a l e s . T h i s c o u l d b e e a s i ly m o n i t o r e d by s o m e b a s i c questionnaires and from studies.

The whole technical aspect of the product is not ready f o r p r o d u c t i o n ye t . W h i l e t h e p r o d u c t i s l a r g e l y o u t s o u r c e d a l o t o f fe e d b a c k f r o m t h e a s s o c i a t e d c o m p a n i e s i s n e e d e d . W h e n h av i n g t h e e x a c t measurements and mechanical characteristics of the m o d u l e s , t h e p r o d u c t c a n b e f u l l y e n g i n e e r e d fo r t h e m o s t e f fi c i e n t i n j e c t i o n m o u l d i n g r e s u l t s .

The remar k is the accuracy of the estimated future sales. These are just rough estimations based on competing products. A thorough research is needed.

Figure 18: User Interaction Research

38

References.

A b o u t M o l e s k i n e - w w w. m o l e s k i n e . c o m / we b / u s / m o l e s k i n e - wo r l d N e t wo r k Wo r l d N e w s we e k ly, vo l u m e 1 2 nu m b e r 1 1 - 1 3 M a r 1 9 9 5 .

L i t t l e , G a r y. W hy E ve r n o t e I s W i n n i n g w i t h t h e S o f t S t u f f F o r b e s , J u ly 1 3 , 2 0 1 1 . ( A c c e s s e d J u ly 1 8 , 2 0 1 1 ) W i l c ox , J o e . " M o l e s k i n e f o r i Pa d : W r i t e a t yo u r ow n r i s k " . b e t a n e w s . R e t r i e ve d 2 9 A p r i l 2 0 1 2 .

T h e M y t h s o f I n n ov a t i o n , by S c o t t B e r k u n - O ’ R e i l l y, C a n a d a

Image Figure Figure Figure Figure Figure Figure Figure Figure Figure Figure Figure Figure Figure Figure Figure Figure Figure Figure

C re d i t s 1 : ! S a l a r d e U y u n i , B o l i v i a - f r o m t h e d a ya f t e r y o u d i e . b l o g s p o t . c o m 2 : ! M o l e s k i n e X E ve r n o t e - f r o m e t r n l s t . c o m 3 : ! S t e ve J o b s a t t h e W D C C 2 0 1 0 a n n o u n c i n g t h e i C l o u d - f r o m o b a m a p a c m a n . c o m 4 : ! Te s t i n g t h e A p p l e i P h o n e 4 S 5 : ! H a l f K e y b o a r d , M a t h i a s C o r p o r a t i o n - f r o m d i y c a l c u l a t o r. c o m 5 :!

A p o l i s h a r t i s t p a i n t i n g i n D r e s d e n - f r o m fa m i l y A n d r e a n c o l l e c t i o n 6 : ! C h i l d r e n p l ay i n g o n t h e g a m e b oy - by A l ex H a r r i s 8 : ! H e w l e t t Pa c k a r d ’s p o c ke t c a l c u l a t o r - f r o m w i r e d . c o m by H ew l e t t Pa c k a r d 9 : ! J o h n L e n n o n p l ay i n g o n a h a r m o n i c a - f r o m b o n a n z a . c o m 1 0 : ! C r e a t i ve s e s s i o n w i t h J o o s t B i a n c i a t F a c u l t y o f A r c h i t e c t u r e - T U D e l f t 1 1 : ! A t r a f fi c o f fi c e r - by C a l e b r w ( W i k i M e d i a ) 1 2 : ! J i m C a r r e y p l ay i n g D a n c e R e vo l u t i o n - s c r e e n c a p f r o m t h e m ov i e Ye s M a n 13: ! User interaction research 14: ! Surface of the thumb depending on the angle while pressing 1 5 :! C o n c e p t 2 . 2 w i t h t h u m b s u r f a c e i n d i c a t i o n 1 6 : ! A t a bl e o f c o s t s , l o t q u a n t i t y o f 1 0 0 . 0 0 0 u n i t s 1 7 : ! T h e B a m b o o p r o d u c t p o r t fo l i o 18: ! User Interaction Research

39

Appendix I. Research concepts:

C o n c e p t V. 1

C o n c e p t V. 2 . 2

C o n c e p t V. 2

C o n c e p t V. 3

C o n c e p t V. 3 . 2

Appendix II. Te c h n i c a l s p e c i fi c a t i o n T Y P R 6.5 Inch

5.6 Inch

0.7 Inch

Appendix III. Detailed description of the costs; D i s p l ay M o d u l e E - I n k d i s p l ay s a r e f o r s a l e f r o m a b r o a d v a r i e t y o f c h o i c e s a n d p r i c e s . T h e d i s p l ay i n t h e T Y P R c a n b e b e s t c o m p a r e d t o t h e o n e o f A m a zo n K i n d l e 2 . T h e i t e m n u m b e r f o r t h e s c r e e n b e i n g ; L B 0 6 0 S 0 1 - R D 0 2 - A m a z o n K i n d l e 2 E b o o k r e a d e r 6 ' ' E - i n k L C D s c r e e n d i s p l a y.

A f t e r a q u i c k s e a r c h o n t h e i n t e r n e t a l o t o f s i n g l e d i s p l ay s w h e r e s o l d . T h e d i s p l ay ’s w h e r e s o l d by i n d i v i d u a l s o n e B ay s t a r t i n g a t h e $ 4 5 d o l l a r m a r k . T h o u g h t h e s e w h e r e p r i c e s f o r a b i g g e r a n d s i n g l e s c r e e n . B a s e d o n t h e p r i c e s o n e B ay a e s t i m a t e d p r i c e o f 1 4 U S d o l l a r w a s c h o s e n fo r t h e screen.

Search results for E-Ink display modules on eBay: tiny.cc/1fy2mw

Battery T h e b a t t e r y t h a t p owe r s a ; Po l y m e r L i - I o n B a t t e r y : 3 . 7 V 2 1 0 0 m A h ( 1 . 5 C , 7 . 7 7 W h , 3 . 1 5 A r a t e ) f r o m Po r t a bl e Powe r ( C h i n a ) . T h e b a t t e r y l i fe i s ove r 3 0 0 c y c l e s w h i c h wo u l d b e e n o u g h f o r 2 5 ye a r s . T h e c a p a c i t y o f 2100mAh is more than the Kindle E-Book reader (2000mAh), which already lasts up to a month on one charge.

The pr ice of the batter y is stated to $6.20 for more than a 100 order s. I e s t i m a t e t h e p r i c e fo r t h e T Y P R a b i t l owe r, a t $ 5 . 8 0 .

Ordering information on the batter y: www.batter yspace.com/polymerli-ionbatter y37v210mah72wh30arate.aspx

B a c k E n c l o s u re Description

Bulk

Product

Price pet Unit [USD]

ABS Material

1.30 [USD/Kg]

0.0113 [Kg]

0.01469

Mould

20000 [USD]

100000 [Units]

0.20

Machine Costs

25 [USD/Hour]

85 [Units/Hour]

0.29411764705

Total Cost

0.50880764705

T h e b a c k e n c l o s u r e h a s a p p r ox i m a t e l y a vo l u m e o f 1 1 . 3 0 c m ^ 3 . T h e m a t e r i a l c h o s e n f o r t h i s p a r t i s A B S p l a s t i c . M a i n ly b e c a u s e A B S i s a m a t e r i a l s u i t e d fo r a h i g h q u a l i t y fi n i s h , t h o u g h i t i s r u g g e d a n d p e r fe c t fo r i n j e c t i o n m o u l d i n g . T h e p r i c e fo r A B S i s 1 . 3 0 p e r k i l o g r a m * . T h e p r i c e o f t h e m o u l d i s e s t i m a t e d o n 2 0 0 0 0 d o l l a r s e n d e m a c h i n e c o s t o n 2 5 d o l l a r s a n h o u r. T h e c y c l e t i m e t o i n j e c t a n d c o o l d ow n i s 0 . 7 0 s e c o n d . T h e t o t a l c o s t o f t h i s p a r t i s 0 . 5 0 d o l l a r s .

Key b o a rd E n c l o s u re Description

Bulk

Product

Price pet Unit [USD]

Polyisoprene Rubber

2.78[USD/Kg]

0.0028985 [Kg]

0.00805783

Mould

10000 [USD]

100000 [Units]

0.1

Machine Costs

25 [USD/Hour]

100 [Units/Hour]

0.25

Total Cost

0.35805783

T h e k e y b o a r d e n c l o s u r e i s m a d e o u t o f Po l y i s o p r e n e R u bb e r, t h e s a m e m a t e r i a l w h i c h i s u s e d f o r t h e g r i p py p a r t s o f a t o o t h b r u s h . T h e vo l u m e o f t h e p a r t i s a p p r ox i m a t e ly 3 . 1 0 c m ^ 3 . T h e c y c l e time is 0.60 seconds. The total price of this par t is 0.36 dollar s.

All material characteristics and prices, source: Granta CES Selector

To p E n c l o s u re Description

Bulk

Product

Price pet Unit [USD]

Polyisoprene Rubber

1.30 [USD/Kg]

0.0056 [Kg]

0.00728

Mould

12000 [USD]

100000 [Units]

0.12

Machine Costs

25 [USD/Hour]

100 [Units/Hour]

0.25

Total Cost

0.37728

T h e t o p e n c l o s u r e h a s a p p r ox i m a t e l y a vo l u m e o f 5 . 6 0 c m ^ 3 . T h e m a t e r i a l c h o s e n f o r t h i s p a r t i s A B S p l a s t i c . M a i n ly b e c a u s e A B S i s c a p a bl e o f a h i g h q u a l i t y fi n i s h , r u g g e d a n d p e r fe c t fo r i n j e c t i o n m o u l d i n g . T h e c y c l u s t i m e i s 0 . 6 d u e t o i s t h i n l aye r w i t h a l a r g e s u r f a c e . T h e t o t a l c o s t p r i c e o f t h i s p a r t i s 0 . 3 8 U S D. Case Description

Bulk

Product

Price pet Unit [USD]

SBR

3.60 [USD/Kg]

0.0056 [Kg]

0.02016

Mould

15000 [USD]

100000 [Units]

0.15

Machine Costs

25 [USD/Hour]

85 [Units/Hour]

0.29411764705

Total Cost

0.46427764705

T h e c a s e i s m a d e o u t o f c a r b o n bl a c k r e i n f o r c e d s t y r e n e b u t a d i e n e r u bb e r ( S B R ) . I t a we l l k n ow n c o m p o n e n t o f c a r t i r e s . T h e m a t e r i a l h a s a bl i s t e r i n g Y i e l d S t r e n g t h o f 2 5 M Pa . T h e vo l u m e o f t h e p a r t i s a p p r ox i m a t e ly 1 8 . 4 0 c m ^ 3 . T h e t o t a l c o s t o f t h e p a r t i s 0 . 4 6 d o l l a r s .

All material characteristics and prices, source: Granta CES Selector

Flash Memory T h e f l a s h m e m o r y p r i ze s h ave d r o p p e d r i d i c u l o u s l y t h e l a s t c o u p l e ye a r s . T h e f l a s h m e m o r y u s e d f o r t h i s d e v i c e i s a s i m p l e c h i p. 1 G b i s t o d ay c o n s i d e r e d a s n o t a l o t . B u t f o r t e x t i t i s m o r e t h a n enough; 8058 character s/page 8 bits per character 8 b i t s p e r by t e 8 0 5 8 by t e s / p a g e 1 KB = 1024 B 1 MB = 1024 KB = 1048576 B 1 GB = 1024 MB = 1048576 KB = 1073741824 B 1 G B = 1 3 3 2 5 1 . 6 5 Pa g e s = s u f fi c i e n t D o m e S w i t c h Key b o a rd M o d u l e The par t of the dome switch is integr ated with the keyboard c ove r. T h e c o s t o f t h e p r o d u c t a r e a b i t l owe r by t h e u s e o f t h i s i n t e g r a t i o n . T h e e s t i m a t i o n o f t h i s p a r t i s o n 0 . 8 0 U S D.

http://en.wikipedia.org/wiki/User :Asiir