General Description
Objective
- To suggest next generation cell phone concept based on competitor and user needs analysis
Duration
Jul 2006 – Aug 2006
Role in the project
- A member of research assistant team consisting of 3 members in English environment
- Performed Motorola competitor analysis
- Performed technological driver for cell phone market analysis
- Concluded new cell phone concept for Samsung Electronics
Workflow
The research was made up of several layers as shown below. However, the main focus of the research was on the hardware perspective such as product line-up of each competitor like Nokia and Motorola. The product line-up analysis divided phone types into three main categories: work, entertainment and communcation. User needs for each category was simply collected to obtain some insight for usability and functionality. Three layers placed below the line-up part was inverstigated further as separate subject like “Mobile Service Roadmap.”
Workflow of the Entire Project
Competitor Analysis
I took charge of analyzing Motorola’s phone line-up. Four layers of strategy of each competitor were required to be analyzed. These were product strategy, portfolio strategy, business level strategy and value web strategy. This framework is shown below.
Company's Strategy Level
After collecting almost a hundred of phone data, I drew the roadmap for Motorola phone line-up as shown below. The following captured slides are selected ones that I made for analyzing each level of competitor’s strategy.
Motorola Product Line-up
Motorola's Constellation
Contents Alliance
Regional Focus
User Needs Research
Focus group interview was conducted to sense users’ unmet needs and cell phone use behavior. After summarizing interviewed statements, we grouped the needs into some categories. Finally, we drew implications from the focus group interview.
Collecting User Needs Statements
User Needs Classification
Implications from the Needs
New Product Concept Proposition
After finishing the processes above, we drew the mobile phone roadmap for Samsung Electronics in 2010. Based on this roadmap, we proposed several cell phone concepts, prototypes, service models and user scenarios. The roadmap and the example of one concept, “Online Game Phone” are presented below.
Mobile Phone Roadmap 2010
Service Model and Background for Online Game Phone
Possible Business Alliance
Concept Sketches
User Scenario
