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.
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.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.
The three most competitive phones globally is compared by Xiaomi Mi 6, Sony Xperia XZ Premium and Huwawei Nexus 6P.
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Xiaomi Mi 6 |
Sony Xperia XZ Premium |
Huawei Nexus 6P |
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NETWORK |
Technology |
GSM / HSPA / LTE |
GSM / HSPA / LTE |
GSM / CDMA / HSPA / LTE |
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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 |
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CDMA 800 / 1900 - all models |
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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 |
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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 |
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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 |
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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 |
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GPRS |
Yes |
Yes |
Yes |
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EDGE |
Yes |
Yes |
Yes |
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LAUNCH |
Announced |
2017, April |
2017, February |
2015, September |
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Status |
Available. Released 2017, April |
Available. Released 2017, June |
Available. Released 2015, September |
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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) |
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Weight |
168 g / 182 g (Ceramic) (5.93 oz) |
195 g (6.88 oz) |
178 g (6.28 oz) |
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Build |
Front/back glass, stainless steel frame |
Front/back glass (Gorilla Glass 5), aluminum top/bottom, plastic sides |
Front glass, aluminum body |
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SIM |
Dual SIM (Nano-SIM, dual stand-by) |
Single SIM (Nano-SIM) - G8141 |
Nano-SIM |
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Hybrid Dual SIM (Nano-SIM, dual stand-by) - G8142 |
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- Splash resistant |
- IP68 certified - dust/water proof (up to 1.5m for 30 mins) |
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DISPLAY |
Type |
IPS LCD capacitive touchscreen, 16M colors |
IPS LCD capacitive touchscreen, 16M colors |
AMOLED capacitive touchscreen, 16M colors |
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Size |
5.15 inches, 73.1 cm2 (~71.4% screen-to-body ratio) |
5.46 inches, 82.2 cm2 (~68.4% screen-to-body ratio) |
5.7 inches, 88.5 cm2 (~71.4% screen-to-body ratio) |
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Resolution |
1080 x 1920 pixels, 16:9 ratio (~428 ppi density) |
3840 x 2160 pixels, 16:9 ratio (~807 ppi density) |
1440 x 2560 pixels, 16:9 ratio (~518 ppi density) |
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Multitouch |
Yes |
Yes, up to 10 fingers |
Yes |
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Protection |
Corning Gorilla Glass 4 |
Corning Gorilla Glass 5 |
Corning Gorilla Glass 4, oleophobic coating |
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- MIUI 8.0 |
- HDR10 compliant |
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- Triluminos display |
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- X-Reality Engine |
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PLATFORM |
OS |
Android 7.1.1 (Nougat) |
Android 7.1 (Nougat), upgradable to Android 8.0 (Oreo) |
Android 6.0 (Marshmallow), upgradable to Android 8.0 (Oreo) |
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Chipset |
Qualcomm MSM8998 Snapdragon 835 |
Qualcomm MSM8998 Snapdragon 835 |
Qualcomm MSM8994 Snapdragon 810 |
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CPU |
Octa-core (4x2.45 GHz Kryo & 4x1.9 GHz Kryo) |
Octa-core (4x2.45 GHz Kryo & 4x1.9 GHz Kryo) |
Octa-core (4x1.55 GHz Cortex-A53 & 4x2.0 GHz Cortex-A57) |
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GPU |
Adreno 540 |
Adreno 540 |
Adreno 430 |
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MEMORY |
Card slot |
No |
microSD, up to 256 GB (uses SIM 2 slot) - dual SIM model only |
No |
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Internal |
64/128 GB, 6 GB RAM or 64 GB, 4 GB RAM |
64 GB, 4 GB RAM |
32/64/128 GB, 3 GB RAM |
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CAMERA |
Primary |
Dual: 12 MP (f/1.8, 27mm, 1/2.9", 1.25 µm, 4-axis OIS) + 12 MP (f/2.6, 52mm, 1 µm), 2x optical zoom, phase detection autofocus, dual-LED dual-tone flash, check quality |
19 MP (f/2.0, 25mm, 1/2.3"), gyro EIS, predictive phase detection and laser autofocus, LED flash, check quality |
12.3 MP (f/2.0, 1/2.3", 1.55 µm), laser autofocus, dual-LED dual-tone flash, check quality |
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Features |
Geo-tagging, touch focus, face detection, HDR, panorama |
Geo-tagging, touch focus, face detection, HDR, panorama |
Geo-tagging, touch focus, face detection, HDR, panorama |
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Video |
2160p@30fps, 1080p@30fps, 720p@120fps, check quality |
2160p@30fps, 720p@960fps, HDR, check quality |
2160p@30fps, 720p@240fps, check quality |
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Secondary |
8 MP, 1080p |
13 MP (f/2.0, 22mm, 1/3", 1.12 µm), 1080p |
8 MP, f/2.4, 1080p@30fps |
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SOUND |
Alert types |
Vibration; MP3, WAV ringtones |
Vibration; MP3, WAV ringtones |
Vibration; MP3, WAV ringtones |
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Loudspeaker |
Yes, with stereo speakers |
Yes, with stereo speakers |
Yes, with front stereo speakers |
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3.5mm jack |
No |
Yes |
Yes |
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- Active noise cancellation with dedicated mic |
- 24-bit/192kHz audio |
- 24-bit/96kHz |
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- Type-C to 3.5 mm headphone jack adapter |
- Active noise cancellation with dedicated mic |
- Active noise cancellation with dedicated mic |
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COMMS |
WLAN |
Wi-Fi 802.11 a/b/g/n/ac, dual-band, Wi-Fi Direct, DLNA, hotspot |
Wi-Fi 802.11 a/b/g/n/ac, dual-band, Wi-Fi Direct, DLNA, hotspot |
Wi-Fi 802.11 a/b/g/n/ac, dual-band, Wi-Fi Direct, DLNA, hotspot |
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Bluetooth |
5.0, A2DP, LE |
5.0, A2DP, aptX, LE |
4.2, A2DP, LE |
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GPS |
Yes, with A-GPS, GLONASS, BDS |
Yes, with A-GPS, GLONASS, BDS, GALILEO |
Yes, with A-GPS, GLONASS |
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NFC |
Yes |
Yes |
Yes |
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Infrared port |
Yes |
No |
No |
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Radio |
No |
No |
No |
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USB |
Type-C 1.0 reversible connector |
3.1, Type-C 1.0 reversible connector; USB Host |
2.0, Type-C 1.0 reversible connector |
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FEATURES |
Sensors |
Fingerprint (front-mounted), accelerometer, gyro, proximity, compass, barometer |
Fingerprint (side-mounted, region dependent), accelerometer, gyro, proximity, barometer, compass, color spectrum |
Fingerprint (rear-mounted), accelerometer, gyro, proximity, compass, barometer |
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Messaging |
SMS(threaded view), MMS, Email, Push Email, IM |
SMS(threaded view), MMS, Email, IM, Push Email |
SMS(threaded view), MMS, Email, Push Email, IM |
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Browser |
HTML5 |
HTML5 |
HTML5 |
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Java |
No |
No |
No |
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- Fast battery charging (Quick Charge 3.0) |
- Fast battery charging (Quick Charge 3.0) |
- Fast charging |
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- MP4/DivX/XviD/WMV/H.265 player |
- Xvid/MP4/H.265 player |
- MP4/H.264 player |
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- MP3/WAV/eAAC+/FLAC player |
- MP3/eAAC+/WAV/Flac player |
- MP3/WAV/eAAC+ player |
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- Photo/video editor |
- Document viewer |
- Photo/video editor |
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- Document viewer |
- Photo/video editor |
- Document editor |
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BATTERY |
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Non-removable Li-Po 3350 mAh battery |
Non-removable Li-Ion 3230 mAh battery |
Non-removable Li-Po 3450 mAh battery |
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Stand-by |
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Up to 440 h (3G) |
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Talk time |
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Up to 23 h (3G) |
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Music play |
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Up to 100 h |
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MISC |
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Colors |
Ceramic Black, Black, Blue, White |
Luminous Chrome, Deepsea Black, Bronze Pink, Rosso (red) |
Aluminium, Graphite, Frost |
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SAR |
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1.49 W/kg (head) 0.81 W/kg (body) |
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SAR EU |
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1.17 W/kg (head) 0.54 W/kg (body) |
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Price |
About 330 EUR |
About 530 EUR |
About 300 EUR |
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TESTS |
Performance |
Basemark OS II: 4402 / Basemark OS II 2.0: 3547 |
Basemark OS II: 4127 / Basemark X: 38507 |
Basemark OS II: 1399 / Basemark OS II 2.0: 1374 |
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Basemark X: 38541 |
Basemark X: 22825 |
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Display |
Contrast ratio: 1305:1 (nominal), 3.767 (sunlight) |
Contrast ratio: 1238:1 (nominal), 2.877 (sunlight) |
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Camera |
Compare PHOTO / Compare VIDEO |
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Loudspeaker |
Voice 66dB, noise 69dB, ring 84dB |
Voice 62dB, noise 65dB, ring 71dB |
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Audio quality |
Noise -94.3dB / Crosstalk -90.9dB |
Noise -90.6dB / Crosstalk -92.6dB |
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Battery life |
80h endurance rating |
72h endurance rating |
74h endurance rating |
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Table 1: Need Criteria List
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Requirement Number |
User Requirements |
Importance factor |
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1 |
Big Screen |
4 |
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2 |
Low cost |
3 |
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3 |
Ease of operation |
5 |
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4 |
Reliable |
5 |
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5 |
Big Memory |
3 |
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6 |
Long Battrey life |
3 |
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7 |
Latest Network technology |
4 |
Table 2: Competitive Benchmarking Chart
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Requirement Number |
User Requirements |
Importance factor |
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Xiaomi Mi 6 |
Sony Xperia XZ Premium |
Huawei Nexus 6P |
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1 |
Big Screen |
4 |
+++(X4)=12 |
++++(X4)=16 |
++++(X4)=16 |
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2 |
Low cost |
3 |
+++++(X3)=15 |
+++(X3)=9 |
++++(X3)=12 |
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3 |
Ease of operation |
5 |
++++(X5)=20 |
+++(X5)=15 |
+++(X5)=15 |
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4 |
Reliable |
5 |
+++(X5)=15 |
++++(X5)=20 |
+++(X5)=15 |
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5 |
Big Memory |
3 |
++++(X3)=12 |
++++(X3)=12 |
+++(X3)=9 |
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6 |
Long Battrey life |
3 |
+++(X3)=9 |
+++(X3)=9 |
+++(X3)=9 |
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7 |
Latest Network technology |
4 |
++++(X4)=16 |
++++(X4)=16 |
++++(X4)=16 |
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Total |
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99 |
97 |
92 |
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Table 3: Need Metrics Matrix
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User Requirements |
Metric |
Dimension |
Retail Price |
Android Version |
Service Centre |
RAM &ROM |
Battery Size |
Network Specification |
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1 |
Big Screen |
4 |
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2 |
Low cost |
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5 |
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3 |
Ease of operation |
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3 |
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4 |
After Sale Service |
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4 |
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5 |
Big Memory |
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4 |
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6 |
Long Battery life |
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3 |
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7 |
Latest Network technology |
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4 |
Table 4: Product Specification
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Metric number |
Associated needs |
Metric (specs) |
Importance factor |
Units |
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1 |
4 |
Dimension |
4 |
5.5 |
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2 |
5 |
Retail Price |
3 |
AUD 450 |
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3 |
Android Version |
5 |
7.7 Nougat |
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4 |
4 |
Service Centre |
5 |
All over Australia |
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5 |
4 |
RAM &ROM |
3 |
64 GB, 4 GB RAM |
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6 |
3 |
Battery Size |
3 |
Non-removable Li-Ion 3230 mAh battery |
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7 |
4 |
Network Specification |
4 |
LTE band 1(2100), 3(1800), 5(850), 7(2600), 8(900), 38(2600), 39(1900), 40(2300), 41(2500) |
Table 5: Competitive Benchmarking Chart
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Metric number |
Associated needs |
Metric (specs) |
Importance factor |
Units |
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Xiaomi Mi 6 |
Sony Xperia XZ Premium |
Huawei Nexus 6P |
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1 |
4 |
Dimension |
4 |
5.5 |
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) |
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2 |
5 |
Retail Price |
3 |
AUD 450 |
AUD 526 |
AUD 845 |
AUD 480 |
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3 |
3 |
Android Version |
5 |
Android 7.1.1 (Nougat) |
Android 7.1.1 (Nougat) |
Android 7.1 (Nougat), upgradable to Android 8.0 (Oreo) |
Android 6.0 (Marshmallow), upgradable to Android 8.0 (Oreo) |
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4 |
4 |
Service Centre |
5 |
8 |
12 |
5 |
8 |
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5 |
4 |
RAM &ROM |
3 |
64 GB, 4 GB RAM |
64/128 GB, 6 GB RAM or 64 GB, 4 GB RAM |
64 GB, 4 GB RAM |
32/64/128 GB, 3 GB RAM |
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6 |
3 |
Battery Size |
3 |
Non-removable Li-Ion 3230 mAh battery |
Non-removable Li-Po 3350 mAh battery |
Non-removable Li-Ion 3230 mAh battery |
Non-removable Li-Po 3450 mAh battery |
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7 |
4 |
Network Specification |
4 |
LTE band 1(2100), 3(1800), 5(850), 7(2600), 8(900), 38(2600), 39(1900), 40(2300), 41(2500) |
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) |
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Smartphones with Android 7 Nougat versions are very expensive phones in Australia. They are currently priced at AUD 780 to AUD 1200. The current product will target retail product positioning for this product in order to create a niche. The product will sell at a lower price range of AUD 450. The price has been set in order to create a competitive advantage over its competitors and to create a niche product in the mind of its customers. It will be a retail product available to a broad range of customers.
Competitors in the mobile phone industry are filling for various patents that can protect their innovations from rivals. Patents will allow protection of the new innovation for this phone. The product will apply for the following 3 patents for this smartphone Pencil that will help correct mistakes, holographic form of images and a camera that can compete with DSLR.
Table 6: Patent Analysis Table
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Description |
Pencil |
Holographic |
Camera |
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Images from Phone |
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Search |
Patents for current features available from patent.google. Apple has already filled for patent for Pencil and Camera with DSLR features. Samsung has filled for Holography patent. The current product has to deviate from currently available types of patens. |
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Filling |
Application has to be made with IP Australia for the purpose of patent filing. |
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Legislations and Standards
Australian legislative standards that apply to smartphones have to be adhered by. The following are some of the standards;
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Legislative Standards |
Standards |
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Telecommunications |
ACMA Technical Standards |
1. Requirements for Connection to an Air Interface of a Telecommunications Network – AS/CA S042) 2015 2. Telecommunications Technical Standard (Information Technology Equipment – Safety, Part 1: General Requirements – AS/NZS 60950.1:2011) 2011 |
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Electromagnetic energy (EME) |
EME regulatory arrangements: Human Exposure Standard in Australian Radiation Protection and Nu clear Safety Agency
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1. Radiocommunications (Electromagnetic Radiation - Human Exposure) Standard 2014 2. Radiation Protection Standard for Maximum exposure Levels to Radiofrequency Fields – 3kHz to 300 GHz (2002) (the ARPANSA Standard) |
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Electromagnetic compatibility (EMC) |
Radiocommunications Labelling (Electromagnetic Compatibility) Notice 2017 |
AS/NZS CISPR 22 / CISPR 32 |
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Radiocommunications |
ACMA |
Radiocommunications (Low Interference Potential Devices) Class Licence 2015(the LIPD Class Licence) |
Market analysis and customer analysis depicts a clear gap remaining between a phone with availability of sophisticated features at an affordable rate. This phone launch will aim at bridging the gap by providing a phone that fulfills all functionalities and providing continuous customer service.
Technology: Current emerging trends within the industry are generally set by market leaders. Oreo of android version is the current emerging technological trend however Nougat is already functioning in the market. The current product will come along with upgradable features that allow Nougat to easily upgrade to Oreo.
Material: The smartphone will be manufactured using highest quality ISO certified materials on fiberglass board. Circuit board will as Silicon, battery from Cobalt, zinc, cobalt
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Description |
Materials Used |
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Circuit Board |
Gold, lead, nickel, zinc, tantalum, copper and various other metals will be used. |
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Liquid Crystal Display LCD) |
Glass, liquid crystalline, mercury and plastic. |
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Batteries |
Nickel-metal hydride (Ni-MH) batteries will be used. |
Product Resolution: The mobile phone screen resolution will be 1080X1920 pixels with 16.9 ratios. It will be IPS LCD with 16M colors and size 5.5 inches with multi-touch screen. The screen will have protection of Corning Gorilla Glass 4-MIUI 9.1.
Aesthetics: The product will come in variant shades of blue, black and metallic pink back. There will be a font camera with a back camera.
There is a clear indication of unavailability of a technologically sophisticated mobile phone with various functionalities. This phone will aim at bridging the gap between products that are available in the market by launching the exclusive mobile phone.
An inspiration board comprises of Mind Map with Mood Board Images. The diagram below depicts various features and functionality that the phone will encompass. The below diagram has been drawn from www.coogle.com.
The step by step designing and conceptualization of the mobile phone.
gsmarena Retrieved on 9th April 2018, 'Samsung Galaxy Note 8 World Market Share', https://www.gsmarena.com/samsung_galaxy_note8_market_share-news-27660.php.
statista Retrieved on 9th April 2018, 'Global market share held by leading smartphone vendors from 4th quarter 2009 to 4th quarter 2017', https://www.statista.com/statistics/271496/global-market-share-held-by-smartphone-vendors-since-4th-quarter-2009/.
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