PDA, Phone, Portable PC What we all want !?

1. PDA, Phone, Portable PCWhat we all want !? Presented by: Tivil, Christian, Nicolas and Antoine

2. Agenda • Objectives • Assessment of the market • State-of-the-art products • Case study: i-mode • Technology • Limitations: Social factors • Trends/Hypotheses • Methodology • Conclusion

3. Objectives • Group of consultants • Study short-term market acceptance of portable devices • Focus on Hong Kong market  Mission: Identify users’ needs and expectations (control, display, services)

4. Assessment of the market • Demographics – Potential Market

5. Assessment of the market • Demographics – Age groups • 31 % in age group [21-30] • 36 % in age group [31-40] • 36 % Owned a PDA • 34 % Women • Features • Email • Contact information • Calendar

6. Assessment of the market • Features – Internet activities

7. Assessment of the market • Features – Young people • 78% Exchange photos • 76% Downloading music • 70% Live Video Conference • 63% Watching Video clips

8. Assessment of the market • Functions • Reliability of the network • Mobility • Cost for the device (monthly fees for usage) • Increased memory • Faster transmission • WAP IS DEAD – FULL TIME HTML ACCESS • 73% wanted fixed cost • 27% wanted pay per use • Security

9. Bluetooth™ Headset HBH-15 Chatpen™ State of the art products • PDA • Pocket PC • Tablet PC • 3G mobile phone • MP3 player Jornada 560 Series Tablet PC

10. Products comparison

11. CASE STUDY : the i-mode revolution • NTT-DoCoMo owns i-mode (trademark, network, i-mode center and i-mode portal services) • Market size: • More than 29.3 millions subscriber (Nov. 2001) • Technology: • “Packet-switch”  always-on • c-html (compact html) • Strength: SERVICES • m-commerce games, travel tickets, reservation, secure trading, … • Corporate use (intranet/VPN) • Device: • Mobile phones • Colors (256) • JAVA enabling technology (I-appli) i-mode users include young people, but middle aged and old people also use i-mode

12. i-mode: Reasons of the success • Low i-mode handsets cost • High mobile phone penetration >50 %, 60 million mobile subscribers • Japanese people love gadgets • Relatively low PC penetration at home, high local loop access charges • i-mode uses packet switched system: “always on” charges according to information accessed not usage time, relatively low fees • Fashion and efficient marketing • Email is the “killer app” !!

13. Technology A divided future concept where both devices can be used separately, or together, connecting via Bluetooth™ wireless technology • Radio Access Network • 3G - IMT 2000 (worldwide)  up to 2 Mbps • PAN (Personal Area Network) • Connect your devices at home or at your office • Bluetooth can be a technical solution • ...towards intelligent communication among devices • Bluetooth • Wireless connectivity connect PCs, peripherals, mobile devices • radio-band at 2.4 GHz (available for world-wide use without license) • 1 Mbps • Default: • 1mW  ~ 10m radius • Built-in security

14. Limitations: Social factors • Technology creates the need ! • Takes time for people to embrace new technologies • Protect personal data • Stored on your device • Transferred through the networks • “Big Brother” threat • Automation • Will change how people interact with everyday life devices (home and office environment)

15. Trends & Hypotheses • Age • Main range between 18-40 years old • Growing importance of < 21 years old range • Design • Trendy & Customizable • State-of-the-art External Design • Purchasing Behavior • Price range: ~ higher-end PDA • Frequency: ~ once a year • Usage • Leisure > Professional • Anytime, Anywhere,…

16. Trends & Hypotheses • Design aspects • Concept of add-on accessories • Color and graphical interface • Combine multiple controls (pen, keypad, scrolling pad) • Chinese users  pen & touch pad • Services • Killer app: Communication between people (emails, …) • Target users • More customization and segmentation of market • Especially age groups

17. Methodology • Questionnaire • Identify categories from market research • User profiles (age, salary, gender) • Type of use (features, online services, environment) • Interface (display, control, user preferences) • Common vocabulary • Facilitate analysis (ratings, rankings) • Pilot test to refine questions • Experiment • Budget • Analysis

18. Methodology • Questionnaire • Experiment • In HKUST & Business area in Hong Kong • 30 minutes • 80 respondents • Questionnaire • Interview • Review questionnaire answers • Show promotional materials about existing devices • Collect qualitative data (videotaping & notes) • Budget • Analysis

19. Methodology • Questionnaire • Experiment • Budget • HK$50 per respondent  HK$4,000 • Supporting materials • Room in business area of Hong Kong  HK$8,000 - HK$10,000 • Analysis

20. Methodology • Questionnaire • Experiment • Budget • Analysis • Counting frequency analysis on questionnaire answers • Correlation with control factors (age, salary, gender) • Card-sorting technique and video tape review for interviews

21. Conclusion • Booming market • User expectations are high but unclear • Need to wait for high bandwidth networks • Security and privacy issues!

22. That’s all…folks!Thank you! Q&A if you want