PDA, Phone, Portable PC What we all want

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PDA, Phone, Portable PCWhat we all want !?

• Presented by
• Tivil, Christian, Nicolas and Antoine

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Agenda

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

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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)

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Assessment of the market

• Demographics Potential Market

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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

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Assessment of the market

• Features Internet activities

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Assessment of the market

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

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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

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State of the art products

• PDA
• Pocket PC
• Tablet PC
• 3G mobile phone
• MP3 player

Jornada 560 Series
Tablet PC
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Products comparison
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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
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i-mode Reasons of the success

• Low i-mode handsets cost
• High mobile phone penetration
• gt50 , 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 !!

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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

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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)

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Trends Hypotheses

• Age
• Main range between 18-40 years old
• Growing importance of lt 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 gt Professional
• Anytime, Anywhere,

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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

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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

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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

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Methodology

• Questionnaire
• Experiment
• Budget
• HK50 per respondent ? HK4,000
• Supporting materials
• Room in business area of Hong Kong
• ? HK8,000 - HK10,000
• Analysis

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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

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Conclusion

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

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Thats allfolks!Thank you!

• QA if you want