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PDA, Phone, Portable PC What we all want !? Presented by: Tivil, Christian, Nicolas and Antoine Agenda Objectives Assessment of the market State-of-the-art products Case study: i-mode Technology Limitations: Social factors Trends/Hypotheses Methodology Conclusion Objectives

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pda phone portable pc what we all want

PDA, Phone, Portable PCWhat we all want !?

Presented by:

Tivil, Christian, Nicolas and Antoine

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

slide4

Assessment of the market

  • Demographics – Potential Market
slide5

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
slide6

Assessment of the market

  • Features – Internet activities
slide7

Assessment of the market

  • Features – Young people
    • 78% Exchange photos
    • 76% Downloading music
    • 70% Live Video Conference
    • 63% Watching Video clips
slide8

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
state of the art products

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

case study the i mode revolution
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

i mode reasons of the success
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” !!
technology
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
limitations social factors
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)
trends hypotheses
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,…
trends hypotheses16
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
methodology
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
methodology18
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
methodology19
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
methodology20
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
conclusion
Conclusion
  • Booming market
  • User expectations are high but unclear
  • Need to wait for high bandwidth networks
  • Security and privacy issues!