New Type of Accessory Product for i-Phone Research Book & Example
By Wei-Hsin Lai MFA Candidate in Industrial Design Savannah College of Art and Design
Content Purpose of Study
1
Research Frame
2
Research Process
3
Define Opportunity
16
Direction
17
Example
18
Bibliography
19
Purpose of Study As the new technology has been developed, consumers can see more and more new function and interface to be applied in cellphone, like MP3, camera, and multi-touch screen etc. Moreover, some companies create different accessory products to offer more value to the consumers, like earphone, carrying speaker, photo flash, phone case, etc. However, the changes of cellphone industry may modify the interaction with accessory industry. Therefore, by exploring the relationship between accessory and cellphone, I intend to find more possibilities of accessory to fit in user’s needs and the trend of market.
1
Research Frame
1. Question 1: What is the current relationship between accessory and cellphone? 1
Accessory
2
3
resent ralationship? T he p
Changes of cellphone industry?
The d ory? river of new access
By exploring the current situation of accessory and cellphone industry, I intend to find out the current relationship to help to define problem and opportunity.
Cellphone
2. Question 2: What are the changes of cellphone industry? By exploring the trend and variation of cellphone industry, I intend to find out the opportunity to extend the possibilities of accessory product. 3. Question 3: What are the drivers for new accessory product? By exploring the different aspects related to accessory, I intend to find out more drivers that can lead the accessory design to a new direction.
2
Research Process
1
The current relationship between accessory and cellphone
I. Literature review
y sor ces c A
Accessory Product Th
e
d if
duc t pro
ake up for the weaknes can m s of mai np rod uc t.
It can create a mutual market with main product.
fer ent kind s of a ccessory
product can
r’s me nsu o c e t he customiz
Main Product
d. nee
By review the thesis” Study of the interaction between accessory products, design marketing and design chain- iPod taken as Evidence” (Huang, Jhong-Ren., August 2006), It provides several points of view about the interaction between accessory product and main product. Firstly, accessory product can make up for the weakness of main product. Secondly, the different kinds of accessory product can customize the consumer’s need. Thirdly, it can create a mutual market with main product. Therefore, the idea of co-creating market within accessory product and main product is concrete and doable. However, if the design of accessory product is not good enough, it will reduce the value of main product.
3
Research Process
1
The current relationship between accessory and cellphone
II. The current cellphone accessory market Most accessories are made for the hardware of cellphone.
Charger
Function
MP3
Cellphone
Output
Camera
Entertainment
By researching the current accessory product in the market, we can see there are different kinds of products designed for the cellphone, like earphone, speaker, charger, phone case, etc. Besides, these accessory products usually can be divided two kinds of category. One is functional product and the other one is entertaining products. For example, headphone and speaker mostly were designed for MP3; and the charger was designed for battery. Conclusively, no matter what functional or entertaining accessory product, they mostly are made for the hardware of cellphone. In other words, they enhance the hardware of cellphone to be more powerful.
4
Research Process
2
The changes of cellphone industry
I. The trend of cellphone industry The trend for cellphone industry is “smartphone.” The Churchill Club of Silicon Valley just wrapped up one of its most anticipated events: the Annual Top Ten Tech Trends Debate. Five well-known and opinionated venture capitalists weighed in on what trends will take flight and what trends will fizzle out in the months ahead. There is no doubt; they mentioned that the smartphone will be the trend in the future. The prediction by Khosla is that Mobile phone applications will extend beyond e-mailing to include a virtual credit card, your ID, access to location systems and personal information filing systems. This point of view is from the predictor. Moreover, from the recent sales of smartphone we also can see that smartphone has higher and higher growth in sales. The market has grown 28% than last year. Ross Rubin, NPD’s director of industry analysis, has said ”The nearly threefold increase in smartphones shows that this once negligible niche is becoming a more influential force in the consumer market – attracting entrants such as Apple and the Open Handset Alliance.” Therefore, we can say that smartphone will take a part in the future cellphone industry.
5
Research Process
2
The changes of cellphone industry
II. What is the smartphone? The biggest feature of smartphone: Adding application A smartphone is a mobile phone offering advanced capabilities beyond a typical mobile phone, often with PC-like functionality. It runs complete operating system software providing a standardized interface and platform for application developers. These smartphone applications may be developed by the manufacturer of the device, by the network operator or by any other third-party software developer, since the operating system is open. Once the third party application developer created any new application that you need, you can install it into the cellphone to satisfy your desires. From these features of smartphone, I can see there are two deeper meaning inside. One is that the development of software may help to extend the product life cycle of cellphone because people can obtain powerful cellphone by adding new application instead of replacing a new phone. This maybe can solve the problem of short life cycle in cellphone. The other point is that the third-party software develop has the opportunity to get involved in cellphone’s product life cycle. It broke the old mode of cellphone which produced from hardware to software by Cellphone Company. This also means the third-party developer can play a role in extending cellphone’s product life.
6
Research Process
2
The changes of cellphone industry
III. What is the smartphone market?
Apple builds a new model for smartphone In the smartphone market, there are several operating systems that can be found on movile devices, including symbian OS, iPhone OS, RIM’s Blackberry, Windows mobile, Linux, Palm WebCS and Android. The most common operating system is symbian OS. However, Apple iPhone recently got more attention in smartphone market. Not only they had good sales in the market but also created a new business model for smartphone. Compared to other smartphone, iPhone attracted more general consumers like students not business people. We can say this situation results from the entertainment feature of the phone that appeals more young people to use it. Moreover, the app store created a new mode to let people buy application and the third-party developers sell their software online. This kind of new business mode brings iPhone to a new page of smartphone market. Therefore, apple iPhone would be a good example to seek new direction of new accessory product design.
7
Research Process
1 +2 =
Short findings
1
Most accessories are designed for hardware. Good accessory can make up the weakness of cellphone.
+ Accessory
2
Cellphone
The trend is to focus on the application of smart phone. It can help to extend the product life cycle.
Short findings: Based on the investigation of question one and two, I found that the current accessory mostly designed for the hardware of cellphone. However, the future trend of cellphone is smartphone which can be updated by application. Followed this point, there is a new opportunity for accessory product to be developed that is designed for the software of cellphone. In the future, the accessory product can make up the function of cellphone by the software part not the hardware. What is more, the new type of accessory can turn the phone to be a different device by combining the application.
New accessory can be designed for software to complete the function of cellphone.
8
Research Process
Types of Application
Technology of i-Phone
3
Drivers of new accessory
User Research
Followed the short finding, I continued to look for the different actors that can refine the direction of new accessory product. There are four aspects I focus on: Software, hardware, users, similar product.
Case Study
9
Research Process
3
Drivers of new accessory
I. Types of application
According to the application which shows in app store, we can see that there are 20 categories in the store, including sports, entertainment, education, weather, business, game, etc. Furthermore, we can find that fun and functional application are most popular from the rank. Also from the discussion of youtobe, the funny application or game can get more attention. Not only because the application can bring a new experience for cellphone but also it can make the phone become a new device which we have never had. For example, once you add the application, the phone can be a powerful calculator or a city map, even an ocarina. Conclusively, the different types of application provide people more possibilities to use the phone.
10
Research Process
3
Drivers of new accessory
II. Technology of iPhone Accelerometer
Ambient light sensor
Multi-touch control
Proximity sensor
Besides understanding the software aspect, I also explore the hardware of iPhone to put more design thinking into the accessory design. The new technology of iPhone include Multi-touch control, Accelerometer, Ambient light sensor, and Proximity sensor. Some applications depend on these technologies to be one part of their design. For instance, by swagging the phone, the build-in accelerometer can make the racing game more real. Thus, if we want to design accessory with application, the technology should be a part of design consideration.
11
Research Process
3
Drivers of new accessory
III. User Research (statistics data)
A recent survey entitled ‘The Apple iPhone: Successes and Challenges for the Mobile Industry’ looked at the profile of iPhone users. They found that: 1. iPhone user base consists mainly of young early adopters about three quarters of whom are previous Apple customers. 2. 50 percent of iPhone users are under thirty, and 15 percent are students. 3. 93 percent of iPhone owners have added an application versus only 66 percent of Smartphone owners. These statistics data represent some meanings of iPhone’s user. They are younger than other smartphone’s users, like more college students. Besides, they are willing to download application than others. This will be an opportunity to address more on this user group to find a way for new accessory product.
12
Research Process
3
Drivers of new accessory
III. User Research (interview, observation)
Based on the research of iPhone’s user group, I selected college student to be my next primary research target. By interview and observation of two college students (one male, one female), I intended to obtain more information about the application. Here are some findings:
They still use basic function heavily
In their daily life, they still use the basic function of cellphone heavily, like calling people, texting message, email, and alarm clock. This represents that even the phone provides them more function; they still rely on the old function which they are familiar.
Amada 23 years old
Even they have different interests; they both like to download games. However, they will not spend too much money on game.
Based on the observation, they chose the application by different interest. But they both would download game into their phones. This shows that game is the most common language between them. Even though, they still won’t pay much on game. It might because the desire for game is not big enough to spend so much money. This might be a concern to design an accessory for game.
Dan 22 years old
13
Research Process
3
Drivers of new accessory
III. User Research (interview, observation)
Game is a good tool to pass time.
They usually played game when they had nothing to do or wanted relaxed. The intention to play it is similar to other game device. However, the game in the phone is more portable to use.
The application can provide another way to satisfy their interests.
Because people can add the application they want, they can select the one interested in. Also, these applications can transform the way they develop their hobbies. For example, instead of reading newspaper, you can read news on the phone. The application can change the way you usually do.
14
Research Process
3
Drivers of new accessory
IV. Case Study – Nike + i-Pod
Collaboration with famous brand can increase the value of the product. From this case, we can see it combined two famous brand images into the accessory design – sports and music. This design is based on the sports habits - people like to listening music while they are taking excises. Furthermore, it can record the excising data to keep on track. Because Nike has a bright image about sports, the accessory can relate to the brand easily. Therefore, the combination can bring more value into the product.
15
Define Opportunity
By the previous research, I would like to define the opportunity for new accessory product. Here are some points below: 1. Different application can make cellphone become different device. 2. Combine application and accessory to enhance the function of cellphone and extend the product life cycle. 3. The application developer can cooperate with accessory developer to create another business model. 4. It’s a chance to cooperate with famous brand to develop accessory. 5. People like interesting application. 6. Even people have different interested applications, they all will download game. 7. Accessory can combine application to satisfy people’s interests.
16
Direction
1. Game player device By design the accessory for game application, it can increase value on the game to make people want to pay more money buy it. Also, with the portable advantage, it can become more professional game device, like wii or game boy. 2. Living habit device Since people still rely on the basic function of cellphone everyday, the accessory can be designed for maintaining the daily habit easily. 3. Learning device According to the different feature of application, the phone can be a learning device to help people learn something they interested.
17
Example i-phone Application i-learnign Guitar Install the guitar application into the iPhone, and put it in i-learning guitar device. You can slide the iPhone to learn how to play the guitar. i-Phone can connect the strings part with a sensor and make the music. By this way, you can spent less money to get a chance learning guitar.
3D Modeling
Concept Sketch
1 18
Bibliography Huang, Jhong-Ren. Master, August 2006, â&#x20AC;&#x153;Study of the interaction between accessory products, design marketing and design chainiPod taken as Evidenceâ&#x20AC;? Aronsson, Cecilia. May 14th, 2008, <Top 10 tech trends: Smart phones, alternative energies, Boomer technologies> <http:// venturebeat.com/2008/05/14/top-10-tech-trends-the-boomerinternet-smart-phones-and-more/> Wikipedia, http://en.wikipedia.org/wiki/Smartphone David Gardner, 11/21/2007, < U.S. mobile phone sales up in Q3 > <http://www.eetimes.com/showArticle. jhtml?articleID=204200961> http:// www.200e.idv.tw/newgi/new6.htm Digital Wall, http:// www.digitalwall.com/scripts/display. asp?VID=277 Appleyard, David, November 24, 2008 <Profile of an iPhone User: Interesting Statistics About Yourself> <http://theappleblog. com/2008/11/24/profile-of-an-iphone-user-interesting-statisticsabout-yourself/>
19