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Case study Eco-Fone Data
analysis

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
a. Presenting a brief regarding the mobile phone market in UK ................................................1
b. On the basis data, presenting bar chart for the top 4 activities...............................................2
TASK 2............................................................................................................................................4
Preparing forecasting for the usage of the smartphones by adult in UK ...................................4
TASK 3............................................................................................................................................5
Analysing the features of the smartphones that induces an older customers .............................5
TASK 4............................................................................................................................................6
Assessment of expansion of the company's business to Kingston..............................................6
TASK 5............................................................................................................................................7
a. Computing new building cost ................................................................................................7
b. Logo of different companies ..................................................................................................8
TASK 6............................................................................................................................................9
Testing significance value between two shops...........................................................................9
Analysing the value of Z-score ..................................................................................................9
TASK 7..........................................................................................................................................11
Descriptive statistics ................................................................................................................11
........................................................................................................................................................12
TASK 8..........................................................................................................................................13
TASK 10........................................................................................................................................13
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Mobile phone could be defined as wireless hand held device which allows its user for
making and receiving calls and for sending text messages along with other features. It is uses
frequency links of radio while other user moves within telephone service area. Radio links are
used for establishing connection to mobile phone operator switching systems that provide access
to public switched networks. Current mobile telephone services uses cellular networks
architecture and because of this reason they are known as cell phones or cellular phones. Mobile
phones of 2000s era supported variety of other services (Chen and et.al., 2016). Mobile that offer
these limited feature are called feature phones. Smart phones are offering number of other
distinguishing features that are not provided by feature phones. They are mobile phone class and
have multi purpose features. Smarphones have strong hardware capabilities & mobile operating
system that facilitate wide internet, software and multimedia functions. It provides these features
along with core functions of mobile phone like call and messaging. In a smartphone there are
various sensors installed that could be leveraged using their software like proximity sensors,
magnetometer, gyroscope, barometer and accelerometer and wireless communication protocols
like wi-fi , blue-tooth and satellite navigations
TASK 1
a. Presenting a brief regarding the mobile phone market in UK
Presently, the workforce of UK indicated as 33.5 million out of which 32 million people
are seen as in the employment sector. As per the research conducted, half of the participants who
are currently in their employment make use of the mobile phones for at least 1 of the work
relating activity. Mainly workers uses smartphones in respect of common purposes that includes
email, calendar management, voice calls etc (Ahmed, Gull and Rafiq, 2015). It has been
analysed from the report that use of smartphones by the workers for making emails presented as
44%, for voice calls it resulted as 34% and managing calendar accounted as 23%.
There are many applications which seems to be difficult in using in confines of
smartphone like reporting systems, legacy information are been reflected as of lower use by the
workers as they does not have knowledge in relation to its use.
It has been viewed that there are unofficial application in the smartphones that are widely
been used in an enterprise like mobile browsers, navigation, instant messaging and photo
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application. 43% of the workers make use of the WhatsApp for at least single time in the whole
day. All these had been optimised for the usage of smartphone.
On the other hand, usage of the mobile phones for other work relating applications is seen
as modest, specially for those who emphasize on the work flow instead of communication. Only
5% of the staff or workers uses their respective smartphones for submitting the time-sheet, 4%
uses it for submitting expenses and 6% did in order to access intranet (Bardus and et.al., 2015).
As the passage of year, adoption of the applications in relation to work flow has been changed.
Paucity of the smartphone use for the purpose of work is not because of the shortage of
need. Workforce of the UK involves million of the people for those smartphone is counted as an
ideal information gadget and fro whom computer, tablet would be regarded as over-skill.
Workers whose job needs them for working a lot, does not need them to tethered desk
from the staff of retail sales to the traffic wardens (Goedhart and et.al., 2015). This encumbered
by the PC or the tablet and could probably not require a processing power of PC. Many of the
workers does not need to analyse and process an information, but they require for receiving
contextual information in a timely manner so that they could respond towards it rapidly on the
basis of the better information (Eco-Fone case study, 2018). For all the such purposes,
smartphone considered as an ideal device. Furthermore, growing number of the applications
likely for becoming optimised for the smartphones. Some of task are counted as optimised for
the smartphones like checking weather, news, getting information regarding bus time, killing the
time through trivial games and simply searching for an information.
b. On the basis data, presenting bar chart for the top 4 activities
Particulars 2016 2017
Making Email 41.00% 37.00%
Standard calls 33.00% 32.00%
Managing workload 8.00% 6.00%
Use of intranet 6.00% 6.00%
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Interpretation- from the above assessment it has been identified that the top four
activities for which the smartphones are commonly been used involves emails, standards calls,
managing the workload and in making the voice calls. Over the year, the percentage value of all
the activities for which a mobile phone is been used is decreasing that is accessing intranet
resulted as 6% in the year 2016 and remains same in 2017. Managing workload represented as
8% in 2016 and 6% in 2017, making standard calls resulted as 33% in the year 2016 and 32%
during the year 2017. In order to make Email, during the year 2016 it showed as 41% and in
2017 it is seen as 37% .
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TASK 2
Preparing forecasting for the usage of the smartphones by adult in UK
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Interpretation- The graphs depicts blue line as the penetration rate and the grey line as
linear penetration rate where it indicates that linear forecasting model is not counted as suitable
in making this analysis. This is because it is not considered as the appropriate technique in
making future estimations in relation to the future data. On the other hand, time series analysis
has been used in this assessment, which is stated as the most suitable approach in making the
predictions about future. It makes use of the statistical methods in analysing the time series and
extracting a meaningful insights relating to the data. Under this data points are been gathered
over the period and such data points are been assessed in forecasting for the future. Thus,
through application of this method it has been interpreted that over the years the penetration rates
will result an increasing trend in the near future and as per this tool it is been highlighted that in
the year 2018 the rate equates to 93.70% and 2019 as 100% .
TASK 3
Analysing the features of the smartphones that induces an older customers
Adoption of the smartphone among the adults in UK has seen as constantly rising around
85% in mid of the year 2017. Penetration has also increased over the years with a value
presented as 4% points that represented at the top of the end range that is been forecasted in the
previous year's report (Chung and Park, 2017). Over the 2 year period, penetration is above 9%
points and 5 years ago, its adoption was seen as 52%. Among the old age group people,
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2012 2013 2014 2015 2016 2017
0%
10%
20%
30%
40%
50%
60%
70%
80%
90% f(x ) = 0.0651428571x + 0.482

ownership level has grown the in the recent years , provided that the smartphones are not
introduced for young.
In last years, smartphone penetration among the adults of an age group 55-75 years old
has been increased by the points of 6% to 71% . This also been assessed that widening array of
the each and every day or the common applications which are being built for the use of
smartphone paying for the street parking, planning for the best options in relation to journey,
booking the ticket, renewing the library book etc.
Some of the major attributes of the smartphones that are considered as attractive on part
of adult age group people (James, O'malley and Tunney, 2017). Growing no. of the parking
meters might encourage making payments through the mobile phone. For instance- smartphone
app offered a greatest convenience to old age people as it is easy to use and requires just one
click.
Without making use of an app, it seems as difficult for the old people in ordering for a
taxi in the cities, so smartphone is been seen as the preferred device. One of an industry watcher
highlighted some of older population must have benefited from the changes that are made in the
smartphones over the years.
Modern smartphones comprises of bigger screens, which help an older people in getting a
better view and it also contains loud speakers which enables old age adults in listening clearly.
Facial recognition is seen as a popular mechanism that creates authenticity among an elderly
people (Bae and et.al., 2018). The software had also become very easy in making use over years
as few of the android manufacturers offering a streamlined version of the app launchers that
aimed at an elderly people. Moreover, expert had added the feature to the Apple and Samsung's
latest version handsets may attract more members of an older generations.
TASK 4
Assessment of expansion of the company's business to Kingston
Expansion of business to the Kingston ?
Benefits Score/10 Limitation Score/10
Increased revenue 7 Financial challenges 6
Improved brand name 6 Lack of resources 4
Large customer base 8 Compromised quality 5
Wider market share 7 Legal complexities 7
Organic growth 6 Risk exposure 8
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Higher profitability 8 Increased cost 6
Diversification 5 Complex logistics 4
Total benefits 47 Total limitations 40
Average benefits 6.7 Average limitation 5.7
Interpretation- The above table shows an evaluation regarding expansion of Eco-Fone
business activities into Kingston. The analysis highlights that Eco-Fone must go for expanding
its business into Kingston because benefits associated with an expansion are greater than the
limitations as average pros accounted as 6.7 which is higher in comparison to average cons that
equates to 5.7. Mainly the benefits that the firm will be enjoying includes higher level of
revenue, improved brand reputation, larger customer base, wide share of market, organic growth,
higher amount of profitability, diversification etc. On the other side, various limitation or
challenges might also had to be faced by an enterprise that are financial challenges, shortage of
resources, low quality, delay in delivery, legal formalities, exposure to risk, higher cost, complex
or complicated logistics.
TASK 5
a. Computing new building cost
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Interpretation- The above evaluation reflects that the asking price given as £400,000 and
the mortgage period is of 15 years. In this the loan payment computed by dividing the
discounting factor with that of the total of loan amount. Under this loan amount resulted as
£350000 & value of discounting factor attained as 13.75. The amount of repayment calculated as
£2121 on the monthly basis.
b. Logo of different companies
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TASK 6
Testing significance value between two shops
Analysing the value of Z-score
H0: There is no statistical difference between mean value of net taking pertaining to two
shops.
H1: There is a statistical difference between mean value of net taking pertaining to two shops.
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Interpretation- On the basis of table 1 it has been presented that the value of Z-score
resulted as 0.5 which is greater than 0.05 that in turn means null hypotheses is accepted and the
other one is rejected and reflects there is there is no significance difference between the mean
value of the net takings of the two shops. Similarly, as per table 2, Z-score value accounted as
0.25 which means that null hypotheses accepted and alternative is rejected as the value is higher
than 0.05.
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TASK 7
Descriptive statistics
Interpretation- The above analysis shows the different mean value of different variables
that are been considered in the study. Such variables shows the response of the participant
against different questions. With respect to question 1 which states that the customers buys the
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products and services of the company in 3 to 6 months as its mean value resulted as 3 so option 3
will be counted. Similarly for other questions, in accordance with the mean value respondents
answer to each and every question is been indicated.
TASK 8
TASK 10
CONCLUSION
By summing up the above report, Eco-Fone have efficiently managed the sale of its
mobile phones. It is delivering the mobile phones and its accessories at reasonable costs to the
people. This has helped company to gain good customer base for its products. It is keeping the
recent models of the cell phones that attract the customers towards it.
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REFERENCES
Books and Journals
Ahmed, Z., Gull, M. and Rafiq, U., 2015. Factors affecting consumer switching behavior:
Mobile phone market in Manchester-United kingdom. International Journal of Scientific
and Research Publications. 5(7). pp.1-7.
Bae, S. and et.al., 2018. Mobile phone sensors and supervised machine learning to identify
alcohol use events in young adults: Implications for just-in-time adaptive
interventions. Addictive behaviors. 83. pp.42-47.
Bardus, M. and et.al., 2015. Mobile phone and web 2.0 technologies for weight management: a
systematic scoping review. Journal of medical Internet research. 17(11). p.e259.
Chen, L. and et.al., 2016. Mobile phone addiction levels and negative emotions among Chinese
young adults: The mediating role of interpersonal problems. Computers in Human
behavior. 55. pp.856-866.
Chung, S. and Park, J., 2017. The influence of brand personality and relative brand identification
on brand loyalty in the European mobile phone market. Canadian Journal of Administrative
Sciences/Revue Canadienne des Sciences de l'Administration. 34(1). pp.47-62.
Goedhart, G. and et.al., 2015. Validating self-reported mobile phone use in adults using a newly
developed smartphone application. Occup Environ Med. 72(11). pp.812-818.
James, R. J., O'malley, C. and Tunney, R. J., 2017. Understanding the psychology of mobile
gambling: A behavioural synthesis. British Journal of Psychology. 108(3). pp.608-625.
Online
Eco-Fone case study. 2018. [Online]. Available
through:<https://www.deloitte.co.uk/mobileuk2017/assets/img/download/global-mobile-
consumer-survey-2017_uk-cut.pdf>
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