MISSION STATEMENT

Develop a highly innovative and profitable product through the concepts

of distributed architecture and componentization.

Product solutions will be based on identifiable deficiencies in total customer value within the mobile communications

industry.

TABLE OF CONTENTS

INDUSTRY OVERVIEW

MARKET TRENDS

VOICE OF THE CUSTOMER

VOC INSIGHTS

CULTURAL MINING

ANALYSIS

NEXT STEPS

Based on 226 million Total mobile subscribers

INDUSTRY OVERVIEW

Readon, M.(2008).”Text messaging explodes in America” http://www.cbsnews.com/stories/2008/09/23/tech/cnettechnews/main4471183.shtml?source=RSSattr=HOME_4471183

U.S. BASED MOBILE USER ACTIVITIES

Sent/received photos or videos 23.9%

Used email 13.1%

Accessed news/info via browser 14.4%

Received SMS ads 19.1%

Based on 226 million Total mobile subscribers

INDUSTRY OVERVIEW

Readon, M.(2008).”Text messaging explodes in America” http://www.cbsnews.com/stories/2008/09/23/tech/cnettechnews/main4471183.shtml?source=RSSattr=HOME_4471183

U.S. BASED MOBILE USER ACTIVITIES

All less than 10%

Music 7.9%

Games 9.1%

Watched Video 6.3%

Applications 5.0%

Social Networking Sites 5.2%

Purchasing Ringtones 9.3%

Topic Jun-08 Jun-05 Jun-00

Wireless Subscribers 262.7M 194.4M 97M

Wireless-Only Households 15.8% 7.7% N/A

Annualized Minutes of Use 2.23T 1.26T 194.95B

Monthly SMS Messages 75B 7.2B 12.2M

Annualized Yearly SMS Messages

600.5B 57.2B N/A

Wireless Substitution: Early Release of Estimates from the National Health Interview Survey, July-December 2007, National Center for Health Statistics, May 14, 2008, YE 2007 Data.

INDUSTRY OVERVIEWWIRELESS QUICK FACTS

MARKET TRENDS

Cellular spending exceeded residential phone spending in the U.S. in 2007…

CELLULAR SPENDING

MARKET TRENDS

Sourced from:http://www.cbsnews.com/stories/2008/09/23/tech/cnettechnews/main4471183.shtml?source=RSSattr=HOME_4471183andhttp://money.cnn.com/

63% of mobile owners never access mobile Internet.

The smartphone market is expected to grow 52% in 2008

79% of respondents believe mobile phone services are getting more

complicated

The number of text messages sent and received

today has increased 549% from 65 per month 2 years

ago to 357 per month today!

CELLULAR STATISTICS

VOICE OF THE CUSTOMER

INTERVIEWS TOTAL: 21

PROBLEMS COUNTED: 60+

Nicole M, 21 Becky, 25 Gary, 28 Jackie, 23 Joe, 32

Cara,, 28 Eric, 25 Nora, 26 Reva, 28 Esi, 40 Krish, 30

Karim, 24

Shane, 30Steven, 31Yan, 26Nigel, 25Monica, 30

USABILITY AND DESIGN

QUALITY OF LIFE: SOCIAL AND ENVIRONMENTAL CONCERNS

KEEPING UP: MANAGING LIFE AND TECHNOLOGY

CONNECTIVITY

MEMORY CAPACITY: ELECTRONIC AND HUMAN

VOICE OF THE CUSTOMERTOP 5 PROBLEM CATEGORIES

USABILITY AND DESIGNVOICE OF THE CUSTOMER

1. One device trying to do everything…“I like a division of labor in my electronics. One electronic device should not do everything….” -Joe, 32

2. Battery life…“I need extra battery to take a picture.” -Becky, 25

3. Complexity with menu navigation and application interface… “There are unnecessary steps to get to basic functions.” –Becky, 25

4. Wear and tear…“The touch screen is always smudgy and gross.” –Becky, 25“Sometimes it gets scratched.” -Tiffany, 19

5. Keypad layout/Size…“Small keys and a lot of the secondary keys are in weird places…”

“It’s not for long documents… I start getting a cramp” -Cara, 28

CONNECTIVITYVOICE OF THE CUSTOMER

1. Always having to be available

“Someone is always trying to contact you… they can always call me, text me, email me, internet me…–Tiffany, 19

“You’re always available!!” –Nora, 26

“I can’t stand the 24 hour access.” –Joe, 32

“I got rid of the blackberry because I didn’t like that everybody could get

a hold of me.” –Joe, 32

2. Connecting to the internet

“A lot of the sites are not configured correctly to look at on a mobile phone” –Cara, 28

VOICE OF THE CUSTOMER

1. Technology getting in the way of relationships

“Technology is destroying relationships… -Krish, 30

“There is a desolation caused by technology getting in the way of relationships.”-Esi, 40

2. Not being able to get away

“I can’t get away.” –Krish, 30

3. Feelings of loneliness

“…people seem alone and more introverted because we just look at a phone instead of talking to someone“ –Tiffany, 19

4. Feelings of “tolerating” technology in your life

“Society tolerates technology and suppresses the longing for human

connection… -Esi, 40

5. Less verbal communication

“I’m horrible at just getting on the phone and sitting down and talking to somebody.” –Joe, 32

QUALITY OF LIFE: SOCIAL CONCERNS

QUALITY OF LIFE: ENVIRONMENTAL CONCERNS

1. Lack of environmentally responsible processes for cell phone disposal

“… the more shit that's made the more shit that's garbage its like the more we turn into consumers the more we're just garbage makers.“ –Tiffany, 19

2. Technology outweighing humanity

“Our priorities are getting misplaced… we are losing focus and direction … nobody is focusing on agriculture and our food quality is going down.

–Esi, 40

3. Technological advancements are damaging our environment

“Technology is advancing at the expense of the environment.” –Esi, 40“We are a disposable society…” –Gary, 28

4. Uncertainty: not knowing how our technology is effecting the planet

“I should know more about the environmental issues with technology, but I don’t… –Becky, 25

VOICE OF THE CUSTOMER

KEEPING UP: MANAGING LIFE AND TECHNOLOGY

1. Managing things to get done during the day

“I work 14-16 hour days…I have gotten everyone into the habit of texting me- it makes it easier for me to be doing 3-4 things at once.” –Krish, 30

2. Feeling like there is so much more to do

“My phone reflects my identity because it is always on, always working just like me.” –Krish, 30

3. Feeling that things are moving faster than they used to

“I’m wondering when people are going to say, ‘enough’s enough’” –Jackie, 23

4. Keeping up with the times

“I wish that my phone would change with the times… be up with advancements.” –Joe, 32

VOICE OF THE CUSTOMER

MEMORY CAPACITY: ELECTRONIC AND HUMAN

1. Not having enough storage space on the phone

“I need more memory for pictures.” -Becky, 25

2. Memory capacity

“You should be able to pop in RAM” –Gary, 28

3. Going for the paper first/Still needing to write things down

“If I don’t write it down, it doesn’t happen” –Becky, 25

4. Needing to see information laid out in front of you

“I have to see everything in front of me… I love post-its… my walls are covered with them.” –Becky, 25

VOICE OF THE CUSTOMER

VOC INSIGHTS

“It would be great if my phone were a projector. I would like to be able to gather information, organize it and present it to my class all through my phone.”

–Esi, 40

VOC INSIGHTS

“I wish I had a room where the walls were covered in dry erase boards… maybe if the phone could project the information like a digital dry erase board so I could see it all at once.”

–Becky, 25

VOC INSIGHTS

“A better way to construct a phone… separate the contents from the shell, so that you don’t have to throw out the whole thing at once.”

-Joe, 32

I use my camera phone as a post-it note.”

–Joe, 32

CULTURAL MINING: LOHAS

“Lifestyles of Health and Sustainability is a market segment focused on health and fitness, the environment, personal development, sustainable living, and social justice.”

MARKET STATISTICS:

-Segment is estimated at $209 billion U.S.

19% percent of the adults in the U.S., or 41 million people* are currently considered LOHAS Consumers. *(numbers based on surveys of the US adult population estimated at 215 million)

All quotes from www.lohas.com

LOHAS DEFINITION:

LOHAS MARKET SEGMENTATION (based on research from the Natural Marketing Institute)

(Only represents US Market)

Personal Health: $118.03 billion 

Natural Lifestyles: $10.6 billion

Green Building: $50 billion

Alternative Transportation: $6.12 billion

Eco Tourism: $24.17 billion

Alternative Energy: $380 million

CULTURAL MINING: LOHAS

Where is consumer electronics??

HOW CAN CONSUMER ELECTRONICS APPEAL TO THIS CUSTOMER?

1. Enabling Community

“Humans are genetically wired for community…

“…data shows that for people living in the rich world, having connections with others is much better than having money.” -quotes from Deep Economy by Bill McKibben

2. Restoring Balance and Control

“…some 15 million Americans are rejecting technology because they hope it will help them gain control.”

-from Microtrends by Mark J. Penn

3. Leading in Green Technology

“Developing clean technologies is no longer a social issue championed by environmentalists; it's a money-making enterprise moving solidly into the business mainstream.”

-from The Clean Tech Revolution, by Ron Pernick and Clint Wilder

CULTURAL MINING: LOHAS

ANALYSISPRODUCT OPPORTUNITIES

1. Guilt-free Tech -Focus on sustainable manufacturing and distribution

-Rethink charging: develop new ways of storing, transferring and sharing energy

2. Humans Need a Break -Technology that encourages and enables time away from…. technology. -Services and features that help you balance your time and slow down life -Features that address spiritual fulfillment and personal values.

3. Real Time Relationships -Design that restores human connection through technology. -Features and functions that help us manage relationships and enhance social wellbeing.

4. Keep the Conversation Rich -Communication forms that restores “deep conversation” (rich text?) -Interface innovation and product solutions that help to manage all of your communication mediums.

NEXT STEPS

...Distributed Architecture?

-Investigate technologies like smart grid and distributed and/or shared energy for product solutions

-Look at distribution in the:

A. physical world: communities, transportation, energy transfer, structures, etc.

b. virtual world: online networks, and communities, information sharing, wiki, communication, etc.

…Componentization

-Explore the concept of distributed components in a single product

-Explore the concept of a family/network of products that are both connected and independent

-Investigate both social and technological relationships like sharing, support systems, and co-dependency.

WHAT THIS CAN MEAN FOR…

THANK YOU!