BUSN20016: New Product Development in Telecommunication Industry

This project proposal investigates new product development and innovation within the telecommunications industry, focusing on challenges and opportunities. It aims to understand the factors influencing successful product launches, particularly in the context of mobile devices like Windows phones. The research objectives include identifying issues hindering new product development, assessing the impact of innovation on competitive advantage and customer satisfaction, and determining whether companies can rely on product development for growth. The proposal outlines a conceptual framework, research methodology utilizing secondary data, and a project schedule with budget considerations. Ultimately, the research seeks to provide insights for telecommunications companies to improve their product development strategies and enhance their market position, while also contributing to the existing body of knowledge in the field; solved assignments and past papers are available on Desklib.

Running Head: DEVELOPING NEW PRODUCT AND INNOVATION IN TELECOMMUNICATION INDUSTRY 1.
Project Proposal on Developing New Product and Product Innovation in Telecommunication
Industry
Name
Institutions

DEVELOPING NEW PRODUCT AND INNOVATION IN TELECOMMUNICATION INDUSTRY 2.
Table of Contents
1.0 Introduction................................................................................................................................2
2.0 Analysis of the detailed Project Problem Statement..................................................................3
3.0 Proposed Research aims, objectives and Research Questions...................................................4
Research Questions..........................................................................................................................5
4.0 Justification and Potential Output of the Research....................................................................5
5.0. Conceptual framework and hypothesis development...............................................................7
6.0. Research Methodology and presentation of secondary data...................................................10
7.0 Organization of the study, Budget, Project activities schedule...............................................12
Summary of the proposed project proposal Budget......................................................................12
Gantt Chart.....................................................................................................................................13
References......................................................................................................................................14

DEVELOPING NEW PRODUCT AND INNOVATION IN TELECOMMUNICATION INDUSTRY 3.

DEVELOPING NEW PRODUCT AND INNOVATION IN TELECOMMUNICATION INDUSTRY 4.
1.0 Introduction
Introduction of new products or services to the market as well as building product
innovation strategies has become an imperative for business growth in the modern competitive
business environments. The global telecommunication industry or the market has become very
competitive, and the development of new products and especially through product innovation is
one of the industry growth strategic plans (Wei & Guo, 2014). Companies operating in the
telecommunication industry are seeking to achieve a competitive advantage in their operational
markets by focusing on new product offers which are cost effective to their customers. Success
in telecommunication intensive markets or industry is robust since it requires quick catch up with
the rapid technological changes by the companies operating in the industry as well as meeting
the increasing demands from telecommunication services customers (Yeniyurt, Henke, &
Yalcinkaya, 2014). Therefore, it is a high strength for any company in the industry to develop or
provide a broad portfolio of services and solutions as a business growth strategy. This study will
focus on the development of a research project proposal aimed at providing an understanding of
the concepts of new product development as well as product innovation in the
telecommunication industry.
The organization and arrangement of this project proposal will comprise of different
sections aimed at providing detailed analysis and building on the research issues. The first
section will give an introduction to the overall problems or concepts under discussion while the
second section will outline a detailed statement of the research problems from which we build
our analysis. The third section will provide an overview of the project research aims, objectives
as well as the guiding research questions. The fourth section will give a detailed justification to

DEVELOPING NEW PRODUCT AND INNOVATION IN TELECOMMUNICATION INDUSTRY 5.
our research problem as well as the potential outcomes of the research project while part five of
the project proposal will outline a comprehensive conceptual framework analysis of our research
project. Section six of the project proposal will comprise of a detailed research methodology and
the presentation of secondary data while section seven will provide an overview of the project
proposal organization, budget and schedule.
2.0 Analysis of the detailed Project Problem Statement
New product development is the process through which new products are introduced in
the market while product innovation may also refer to the same concept of introduction of new
products through technological advancements (Yan & Dooley, 2014). The driving factor for both
product innovation and new product development is due to the changing consumer tastes and
preferences, increased market competition, advancement in technology as well as the business
need to capitalize on new opportunities. Telecommunication industry or markets have
increasingly become very competitive and require the development of both new products offers
innovative solution strategies for any company to gain a competitive advantage in the industry or
sustain its current growth rate.
The industry is driven by increasing technological changes and consumer preferences
and therefore creating the need for the companies operating in the industry to catch up with the
rate of technological advancements (Felekoglu & Moultrie, 2014). Different scholars have
engaged in various research works to understanding the concepts of new product development as
well as product innovation as effective growth strategies as well as an opportunity to gain a
competitive edge in the industry. However, these studies have been focused in general sectors
without concentrating on a specific market. The concepts are used for different purposes and

DEVELOPING NEW PRODUCT AND INNOVATION IN TELECOMMUNICATION INDUSTRY 6.
their applicability defers from one market to the other (Zhao, Cavusgil & Cavusgil, 2014). There
is therefore a research gap in understanding the development of new products and product
innovation in specific industries or markets. This study aims consequently at developing a
research proposal that will aid in the understanding of new product development and change in
the telecommunication industry or markets.
3.0 Proposed Research aims, objectives and Research Questions
The primary goals of this project research are to investigate the challenges experienced in
the development of new products as well as innovations in the telecommunication industry with
a particular reference or focus on the new mobile devices such as the new windows mobile
devices (Bstieler et al., 2018). The research also aims at investigating the issues resulting from
the development of new products in market and their effect or impact on the growth of company
operations or productivity.
For increased efficiency, reliability and validity of our research findings, this project
proposal will be guided by some objectives. The first objective would be to identify the issues or
the delay causing factors in the new windows mobile devices (Kalaignanam et al., 2017). The
second objective of the study would be to investigate the challenges facing successful
development and adoption of new products offers, mainly the new windows mobile devices
features in the market. Thirdly, it is the objective of the research to develop positive output
through research findings and recommendation aimed at overcoming the likely challenges
throughout the process of concept development, idea generation, design, testing and release into
the targeted market (Cui & Wu, 2017). The research proposal also seeks to understand how new

DEVELOPING NEW PRODUCT AND INNOVATION IN TELECOMMUNICATION INDUSTRY 7.
product development and innovation in the telecommunication industry contributes to increased
customer satisfaction.
Research Questions
RQ1: what are the challenges facing the success of new product developments and innovations
in the telecommunication industry?
RQ2: Do new product development or offers and innovations contribute to increased competitive
advantage in the telecommunication industry?
RQ3: can telecommunication companies rely on new offers or product development as well as
product innovation strategies in achieving their growth objectives?
RQ4: Do new product development contribute to increased consumer satisfaction?
RQ5: does create a broad portfolio through product innovations and new product offers to
contribute to increased business growth regarding the growth of new windows mobile devices in
the mobile and telecommunication industry.
4.0 Justification and Potential Output of the Research
Various scholars to aid in the understanding of the market dynamics of new product
development and product innovation as well as their impact in business growth and development
in the telecommunication industry have developed different research studies. These two concepts
have been found to be feasible growth strategies for companies operating in the

DEVELOPING NEW PRODUCT AND INNOVATION IN TELECOMMUNICATION INDUSTRY 8.
telecommunication industry and that their successful development and market orientation
contributes to increased competitive advantage in the industry (Querbes & Frenken, 2018). Other
scholars have also developed their studies in understanding the role played by new products
development s and product innovation in the market development and especially in markets
characterized by increased technological competitiveness. However limited research has been
developed to understand how the development of new products and innovations impact the
telecommunication industry and the challenges encountered in achieving successful
implementation or expansion of these products in the various telecommunication markets
(Bouncken et al., 2017). There is a literature gap in understanding how the development of new
mobile devices features such as the new windows mobile devices impacts the mobile
telecommunication industry and the effectiveness of these developed new product features in
meeting the increasing demands from the devices users.
This research will, therefore, focus in providing an understanding the concept of
developing new products and product innovation in the telecommunication industry by looking
at the different challenges facing the successful development as well as the success factors
(Cooper, 2017). The findings of this research will help us understand how the development of
new products and product innovations contributes to increased business growth, customer
satisfaction, competitive advantage as well as improved customer service provision. Particular
focus will help us understand how the windows mobile devices new developed features have
enhanced the services of the windows phone market and how it has impacted the growth of the
device market. The knowledge will contribute positively to improving the management decision
making of most telecommunication companies in understanding the product development
process.

DEVELOPING NEW PRODUCT AND INNOVATION IN TELECOMMUNICATION INDUSTRY 9.
From the developed research questions, this project proposal aims at producing relevant
outcomes from fact-finding and evaluation process. The findings will help in building the
literature gap and therefore assist in the advancement of scholarly knowledge (Hu et al., 2017).
The finds from the research are expected to help different companies in the telecommunication
industry to develop effective product development and innovation strategies that will help them
achieve their growth strategies and increase their competitiveness through increased market
positioning in the modern competitive telecommunication industry. Such knowledge will be
useful in enhancing consumer understanding of the need for adoption of new
telecommunications innovative devices and how the tools or products contribute to increased
consumer or customer satisfaction.
5.0. Conceptual framework and hypothesis development
Introduction of new products in the market is a function of many business factors and has
become significant for business growth in the telecommunication industry as well as in other
sectors. With increased technological advancements and increased demand for quality services
from consumers, the telecommunication industry has become very competitive requiring the
companies operating in the sectors to develop useful product innovations and development
strategies (Hallstedt, 2017). Success in the industry will depend on the company’s ability to
align their growth strategies to the fast technological changes. The understanding of the market
dynamics involved in new product development and product innovations contributes to increased
efficiency in business operations as good and services are developed to meet or provide solutions
to the consumer increasing demands (Vezzetti et al., 2017). New product development is aimed
at taking advantage on a new opportunity in the market, meeting customer demands, improving

DEVELOPING NEW PRODUCT AND INNOVATION IN TELECOMMUNICATION INDUSTRY 10.
the quality of service provided by a particular product or even for enhancing competition in the
industry through gaining a competitive advantage.
The concept or process of product development and innovation involves four main
processes which are critical to the success of developing new products or services in the
telecommunication industry. Different types of consumers characterized by different needs serve
the industry. Therefore it is essential to effectively develop these stages of product development
to achieve the set goals and objectives. These stages include; concept and feasibility
development, design, development and deployment phase as well as the commercialization stage
(Johnson et al., 2017). During the idea and feasibility stage, the telecommunication companies
can define the scope of the product to be developed. In this case, the range represents the product
potential features the target customers or groups as well as customer service among other issues
of concern. It is therefore essential for the companies, and in these cases, the windows mobile
devices developers conduct a feasibility analysis of the product or service to determine its
technical and economic capability. In this case, the company will be required to develop a cost
budget and conduct a cost-benefit analysis.
The second stage of the product development process is the design stage where in this
case the company is required to develop a strategy for allocation of resources aimed at improving
the new product. This ensures that the process does not come to a stop in the middle of the
development process or innovation process. The third stage involves two main approaches to
development and deployment. At the development level, the product is ready for the market in
case of any existing demand while the deployment stage ensures that the product or service is
prepared to serve the customer’s needs (Derbyshire & Giovannetti, 2017). The last step of
product development process is the commercialization stage and occurs after the product has

DEVELOPING NEW PRODUCT AND INNOVATION IN TELECOMMUNICATION INDUSTRY 11.
been made ready to serve the customer needs. In this stage, the company is required to develop
the skills of its marketing and sales team to deliver the essential value proposition of the newly
acquired products to the targeted customers. Therefore, the successful development of new
products or product innovations in the market is depended on these four stages (Chen et al.,
2017). The steps are not only aimed at understanding the market dynamics but also the internal
company capabilities that will contribute to successful product development. The success of the
event of the new windows mobile devices features will, therefore, depend on the ability of the
manufacturing company to implement these four stages of product development process
successfully. In that way, the new features will address the increasing demand in the
telecommunication industry by offering specific end-user effect to the products (Chang &
Taylor, 2016). The company will then be in a position to gain a competitive advantage and
improve its growth strategies by venturing into new markets and taking advantage of new
opportunities.
Hypothesis Development
Hypothesis 1 Ho; new product development does not impact the growth of
telecommunication industry
Ha; new product development are essential in enhancing growth of
telecommunication industry
Hypothesis 2 Ho; product innovation in different from product development
Ha; product innovation is not different from new product development
Hypothesis 3 Ho; product development process does not contribute to successful product
development

DEVELOPING NEW PRODUCT AND INNOVATION IN TELECOMMUNICATION INDUSTRY 12.
Ha; Product development process is significant in successful implementation
of product development strategies
Hypothesis 4 Ho; new product development does not contribute to increased business
growth
Ha; New product development contributes to increased business growth
Hypothesis 5 Ho; new product development and innovation does not contribute to
increased competitive advantage in telecommunication industry
Ha; new product development and innovation contributes to increased
competitive advantage in the telecommunication industry
6.0. Research Methodology and presentation of secondary data
6.1. Research Approach and sources of data
Effective development of our project proposal will comprise of incorporation of both
qualitative and quantitative approaches in developing the scope and analysis of our statement
problem. The qualitative techniques will employ the use of exploratory and descriptive methods
to present facts and findings while the quantitative approach will apply the use of mathematical
or statistical techniques to give facts and conclusions of the research. Both primary and
secondary data will be used in this project proposal where an inductive approach will be used for
analysis (Vaioleti, 2016). The primary data will be obtained from the interviews conducted by
different users of windows mobile devices to establish the cause of delays in product features
and design. Secondary data will be collected from various news articles, organizations reports,
market strategies reports of window mobile device competitors, market research reports as well