Market Research, Technical Research and Concept Generation of Smartphone

Market Research, Technical Research and
Concept Generation of
Smartphone
Assignment 1B
Student Name: Student ID:
Subject Name: Product Development Subject ID: SEM721
Date Due: Professor Name:
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Table of Contents
Table of Figures...............................................................................................................................2
1.0 Introduction...........................................................................................................................3
2.0 Market research....................................................................................................................3
2.1 Local and Global Market Analysis........................................................................................3
2.2 Competitor Benchmarking.....................................................................................................5
2.3 Product Price Point...............................................................................................................14
2.4 Patent Search........................................................................................................................14
2.5 Legislations and Standards...................................................................................................15
2.6 Market Research Synthesis..................................................................................................17
3.0 Technical Research..................................................................................................................18
3.1 Current and emerging trends (technology, materials, product resolution/aesthetics)..........18
3.2 Technical Research Synthesis..............................................................................................19
4.0 Concept generation..................................................................................................................20
4.1 Inspiration board..................................................................................................................20
4.2 Storyboard............................................................................................................................21
5.0 Reference Lists........................................................................................................................22
Table of Figures
Figure 1: Global Market Share of leading Smartphone Vendors.................................................................4
Figure 2: Storyboard..................................................................................................................................21
Table of Tables
Table 1: Need Criteria List........................................................................................................................11
Table 2: Competitive Benchmarking Chart...............................................................................................11
Table 3: Need Metrics Matrix....................................................................................................................12
Table 4: Product Specification...................................................................................................................12
Table 5: Competitive Benchmarking Chart...............................................................................................13
Table 6: Patent Analysis Table..................................................................................................................15
Figure 7: Mind Map and Mood Board Image............................................................................................20
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1.0 Introduction
Mobile manufacturing industry is booming world over with latest technology and apps
being introduced at flick of every second. With huge amounts of opportunity prevailing in the
mobile telephony market, scope of the current project deals with mobile product. The study
conducts market research, technical research and concept generation for a smartphone to be
placed for product development for Australian markets.
2.0 Market research
2.1 Local and Global Market Analysis
Size of mobile phones market is developing and growing at a rapid rate. Almost every
day some or the other company launches a mobile to match end user’s needs. Smartphones has
become a devise that used by ages from 18 years till 70 years. Utility of smartphones as
increased over the years with a single devise providing benefits of making transactions,
entertainment, usage and many more. Smartphones are available across varied categories at
higher price range, lower price range and mediocre price range offering benefits of differing
nature. Features and functionalities will vary from amongst products. The chart below depicts
global market vendors along with their market share. The current smartphone will be Android
phone with Nougat supportive feature and large screen display.
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Figure 1: Global Market Share of leading Smartphone Vendors
Source: (statista Retrieved on 9th April 2018)
Local: With rising immigrants and youth in Australia, Nougat Android version phone
will be readily acceptable. Currently available Android 7 Nougat phones in Australian markets
are Google Nexus 6P, Motorola Moto G4 Plus 4th Gen, Motorola Moto Z and Motorola Moto Z
are eligible for updates, HTC 10, One A9 and One M9, LG V20 and multiple other phones are
committing to provide Nougat version.
Global: Globally there is more number of players that are providing Nougat version as Google
Nexus 6P, Samsung Galaxy S8, Sony Xperia XZ Premium, Google Pixel, OnePlus 3T, and
Xiaomi Mi 6.
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2.2 Competitor Benchmarking
The three most competitive phones globally is compared by Xiaomi Mi 6, Sony Xperia
XZ Premium and Huwawei Nexus 6P.
Xiaomi Mi 6
Sony Xperia XZ
Premium Huawei Nexus 6P
NETWORK
Technology GSM / HSPA / LTE GSM / HSPA / LTE GSM / CDMA / HSPA /
LTE
2G bands GSM 850 / 900 / 1800 /
1900 - SIM 1 & SIM 2
GSM 850 / 900 / 1800 /
1900 - SIM 1 & SIM 2 -
G8142
GSM 850 / 900 / 1800 /
1900 - all models
CDMA 800 / 1900 - all
models
3G Network
HSDPA 850 / 900 / 1900 /
2100
HSDPA 800 / 850 / 900 /
1700(AWS) / 1900 / 2100 -
G8141, G8142
HSDPA 800 / 850 /
900 / 1700 / 1800 / 1900 /
2100 - Global model
HSDPA 850 / 900 /
1700 / 1900 / 2100 -
American model
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4G Network
LTE band 1(2100), 3(1800),
5(850), 7(2600), 8(900),
38(2600), 39(1900), 40(2300),
41(2500)
LTE band 1(2100),
2(1900), 3(1800),
4(1700/2100), 5(850),
7(2600), 8(900), 12(700),
13(700), 17(700), 19(800),
20(800), 26(850), 28(700),
29(700), 32(1500),
38(2600), 39(1900),
40(2300), 41(2500) -
G8141, G8142
LTE band 1(2100),
2(1900), 3(1800),
4(1700/2100), 5(850),
7(2600), 8(900), 9(1800),
17(700), 19(800), 20(800),
28(700), 38(2600),
39(1900), 40(2300),
41(2500) - Global model
LTE band 2(1900),
3(1800), 4(1700/2100),
5(850), 7(2600), 12(700),
13(700), 17(700),
25(1900), 26(850),
29(700), 30(2300),
41(2500) - American
model
Speed
HSPA 42.2/5.76 Mbps,
LTE-A (3CA) Cat9 450/50
Mbps
HSPA 42.2/5.76 Mbps,
LTE-A (2CA) Cat16
1024/150 Mbps
HSPA 42.2/5.76 Mbps,
LTE-A (2CA) Cat6 300/50
Mbps
GPRS Yes Yes Yes
EDGE Yes Yes Yes
LAUNCH Announced 2017, April 2017, February 2015, September
Status Available. Released 2017,
April
Available. Released
2017, June
Available. Released
2015, September
BODY
Dimensions 145.2 x 70.5 x 7.5 mm (5.72
x 2.78 x 0.30 in)
156 x 77 x 7.9 mm (6.14
x 3.03 x 0.31 in)
159.3 x 77.8 x 7.3 mm
(6.27 x 3.06 x 0.29 in)
Weight 168 g / 182 g (Ceramic)
(5.93 oz) 195 g (6.88 oz) 178 g (6.28 oz)
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