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 com-munication through video and textingIn 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 ana-lyst ComScore show that as of October, Google (NSDQ:GOOG)’s Android OS accounted for 46.3 per-cent 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 NFC-based 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 Com-puters & 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

MarketComparative 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

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 Flip

Iphone 5Pro’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

Best Touchscreens

Motorola Droid RazarPro’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

High Schooler

College Sudent

Young Professional

D.I.N.K

Income <5K 5-15K 30-50K 50-70kWillingness to pay

100$ 50$ 200$ 300$

aesthetics Expressive, Refined

Utility Refined, Features

Subtle Quality

Frequency of use 1-5, 1 not used, 5 frequently

4 5 3 2

Knowledge 1-5, 1 not very knowledgabe

3 3 4 5

Usage

1-5, 1 least use, 5 most

Texting Camera Mobile web Social Apps

Userstanderd user 3 3 2 2intermediate user

4 4 4 4

expert user 5 4 3 5dependent user 5 3 5 6

Interviews

User: Abbie Verizon flip texting phone

Occupation: StudentHas 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:Aprilphone: 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 thin-ner.

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

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

Observations

People handle interactions with their phones all their unique way.

Each user holds a phone in a manner which is morecomfortable.

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

Gender:More Females than males participated in the survey

Age:A Majority of the group were either older or in their mid 20’s

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.

Broken Phones:Most participants have not broken their phone due to dropping, yet a fair amount did have that problem.

Phone Case:Only 5% more people had a case on their phone than those who did not have a case

Case ReasoningAlmost 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 e-mail 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 sit-ting near.

The phone is physi-cally unlocked and ready to be used/ accessed.

The mobile device is used in one of many manners or func-tions, 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 some-what.

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 StatementA 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 20’s to early 30’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.

It’s more of a necessity than a useful tool.

Environment (Context)

The interaction and use always varies, regardless of where they are.

It’s a primary communication tool for any purpose or out having fun.

A an electronic mobile device accessory that provides voice interaction with all your technology without providing physical interaction

Positioning statement

Works on all platforms of Technogloty

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

Cost

Voice Command

No Voice Command

$ $$$

Positioning Map

Cost

Hands free Features

Requires both hands

$ $$$

Design Criteria

Voice recognition It needs to distinguish a user from a passerby

Automated responseIt should signal it understood

Integrated technologyit should mesh with the current

technology

Bluetooth TechnologyThe easiest way for it to be hands

free

Rechargeable batteryEasy to change, long lasting battery

Easy mute/silence modeone word, and it will mute or silence

Ability to remain private only the user has access to it

Varying price tiersNot everyone can afford one with every fea-

ture

Modular optionsAdd-ons and customized products are something users want

Hands free, No buttons requiredOnce it is attached, you are offically hands

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

Nodes are attached or clipped on to give the user the hands free accessibility.

The phone translates the action via bluetooth

The action command takes place with a confirmation message

The command is given to the speaker in a direct manner

Attachment Translation

ActionCommand

“text Charles..”

Concept