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Question:
Write about the Market Research and Technical Research and Concept Generation.

Answer:
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.

 
Market research
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.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.      

 

 
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

 

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)

 

Build

Front/back glass, stainless steel frame

Front/back glass (Gorilla Glass 5), aluminum top/bottom, plastic sides

Front glass, aluminum body

 

SIM

Dual SIM (Nano-SIM, dual stand-by)

Single SIM (Nano-SIM) - G8141

Nano-SIM

 

Hybrid Dual SIM (Nano-SIM, dual stand-by) - G8142

 

 

- Splash resistant

- IP68 certified - dust/water proof (up to 1.5m for 30 mins)

 

 

 

 

 

 

 

DISPLAY

Type

IPS LCD capacitive touchscreen, 16M colors

IPS LCD capacitive touchscreen, 16M colors

AMOLED capacitive touchscreen, 16M colors

 

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)

 

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)

 

Multitouch

Yes

Yes, up to 10 fingers

Yes

 

Protection

Corning Gorilla Glass 4

Corning Gorilla Glass 5

Corning Gorilla Glass 4, oleophobic coating

 

 

- MIUI 8.0

- HDR10 compliant

 

 

- Triluminos display

 

- X-Reality Engine

 

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)

 

Chipset

Qualcomm MSM8998 Snapdragon 835

Qualcomm MSM8998 Snapdragon 835

Qualcomm MSM8994 Snapdragon 810

 

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)

 

GPU

Adreno 540

Adreno 540

Adreno 430

 

MEMORY

Card slot

No

microSD, up to 256 GB (uses SIM 2 slot) - dual SIM model only

No

 

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

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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

 

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

 

Video

2160p@30fps, 1080p@30fps, 720p@120fps, check quality

2160p@30fps, 720p@960fps, HDR, check quality

2160p@30fps, 720p@240fps, check quality

 

Secondary

8 MP, 1080p

13 MP (f/2.0, 22mm, 1/3", 1.12 µm), 1080p

8 MP, f/2.4, 1080p@30fps

 

SOUND

Alert types

Vibration; MP3, WAV ringtones

Vibration; MP3, WAV ringtones

Vibration; MP3, WAV ringtones

 

Loudspeaker

Yes, with stereo speakers

Yes, with stereo speakers

Yes, with front stereo speakers

 

3.5mm jack

No

Yes

Yes

 

 

- Active noise cancellation with dedicated mic

- 24-bit/192kHz audio

- 24-bit/96kHz

 

- Type-C to 3.5 mm headphone jack adapter

- Active noise cancellation with dedicated mic

- Active noise cancellation with dedicated mic

 

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

 

Bluetooth

5.0, A2DP, LE

5.0, A2DP, aptX, LE

4.2, A2DP, LE

 

GPS

Yes, with A-GPS, GLONASS, BDS

Yes, with A-GPS, GLONASS, BDS, GALILEO

Yes, with A-GPS, GLONASS

 

NFC

Yes

Yes

Yes

 

Infrared port

Yes

No

No

 

Radio

No

No

No

 

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

 

 

 

 

 

 

 

 

 

 

 

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

 

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

 

Browser

HTML5

HTML5

HTML5

 

Java

No

No

No

 

 

- Fast battery charging (Quick Charge 3.0)

- Fast battery charging (Quick Charge 3.0)

- Fast charging

 

- MP4/DivX/XviD/WMV/H.265 player

- Xvid/MP4/H.265 player

- MP4/H.264 player

 

- MP3/WAV/eAAC+/FLAC player

- MP3/eAAC+/WAV/Flac player

- MP3/WAV/eAAC+ player

 

- Photo/video editor

- Document viewer

- Photo/video editor

 

- Document viewer

- Photo/video editor

- Document editor

 

 

 

 

 

 

BATTERY

 

Non-removable Li-Po 3350 mAh battery

Non-removable Li-Ion 3230 mAh battery

Non-removable Li-Po 3450 mAh battery

 

Stand-by

 

 

Up to 440 h (3G)

 

Talk time

 

 

Up to 23 h (3G)

 

Music play

 

 

Up to 100 h

 

MISC

 

 

 

 

 

Colors

Ceramic Black, Black, Blue, White

Luminous Chrome, Deepsea Black, Bronze Pink, Rosso (red)

Aluminium, Graphite, Frost

 

SAR

 

 

1.49 W/kg (head)     0.81 W/kg (body)

 

SAR EU

 

 

1.17 W/kg (head)     0.54 W/kg (body)

 

Price

About 330 EUR

About 530 EUR

About 300 EUR

 

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

 

Basemark X: 38541

Basemark X: 22825

 

Display

Contrast ratio: 1305:1 (nominal), 3.767 (sunlight)

Contrast ratio: 1238:1 (nominal), 2.877 (sunlight)

 

 

Camera

Compare PHOTO / Compare VIDEO

 

Loudspeaker

Voice 66dB, noise 69dB, ring 84dB

Voice 62dB, noise 65dB, ring 71dB

 

 

Audio quality

Noise -94.3dB / Crosstalk -90.9dB

Noise -90.6dB / Crosstalk -92.6dB

 

 

Battery life

80h endurance rating

72h endurance rating

74h endurance rating

 

Table 1: Need Criteria List

Requirement Number

User Requirements

Importance factor

1

Big Screen

4

2

Low cost

3

3

Ease of operation

5

4

Reliable

5

5

Big Memory

3

6

Long Battrey life

3

7

Latest Network technology

4

Table 2: Competitive Benchmarking Chart

Requirement Number

User Requirements

Importance factor

 

 

 

 

 

 

 

 

 

 

Xiaomi Mi 6

Sony Xperia XZ Premium

Huawei Nexus 6P

1

Big Screen

4

+++(X4)=12

++++(X4)=16

++++(X4)=16

2

Low cost

3

+++++(X3)=15

+++(X3)=9

++++(X3)=12

3

Ease of operation

5

++++(X5)=20

+++(X5)=15

+++(X5)=15

4

Reliable

5

+++(X5)=15

++++(X5)=20

+++(X5)=15

5

Big Memory

3

++++(X3)=12

++++(X3)=12

+++(X3)=9

6

Long Battrey life

3

+++(X3)=9

+++(X3)=9

+++(X3)=9

7

Latest Network technology

4

++++(X4)=16

++++(X4)=16

++++(X4)=16

 

Total

 

99

97

92

Table 3: Need Metrics Matrix

User Requirements

Metric

Dimension

Retail Price

Android Version

Service Centre

RAM &ROM

Battery Size

Network Specification

1

Big Screen

4

 

 

 

 

 

 

2

Low cost

 

5

 

 

 

 

 

3

Ease of operation

 

 

3

 

 

 

 

4

After Sale Service

 

 

 

4

 

 

 

5

Big Memory

 

 

 

 

4

 

 

6

Long Battery life

 

 

 

 

 

3

 

7

Latest Network technology

 

 

 

 

 

 

4

Table 4: Product Specification

Metric number

Associated needs

Metric (specs)

Importance factor

Units

1

4

Dimension

4

 5.5

2

5

Retail Price

3

AUD 450

3

3

Android Version

5

7.7  Nougat

4

4

Service Centre

5

 All over Australia

5

4

RAM &ROM

3

 64 GB, 4 GB RAM

6

3

Battery Size

3

 Non-removable Li-Ion 3230 mAh battery

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

Metric number

Associated needs

Metric (specs)

Importance factor

Units

 

 

 

 

 

 

 

 

 

 

Xiaomi Mi 6

Sony Xperia XZ Premium

Huawei Nexus 6P

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)

2

5

Retail Price

3

AUD 450

AUD 526

AUD 845

AUD 480

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)

4

4

Service Centre

5

 8

12

5

8

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

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

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)

Product Price Point

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.

 
Patent Search

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

Description

Pencil

Holographic

Camera

Images from Phone

     

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.  

Filling

Application has to be made with IP Australia for the purpose of patent filing.

Legislations and Standards

Australian legislative standards that apply to smartphones have to be adhered by. The following are some of the standards; 

Legislative Standards

Standards

 

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

Electromagnetic energy (EME)

EME regulatory arrangements:

Human Exposure Standard in Australian Radiation Protection and Nu clear Safety Agency

 

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)

Electromagnetic compatibility (EMC)

Radiocommunications Labelling (Electromagnetic Compatibility) Notice 2017

AS/NZS CISPR 22 / CISPR 32

Radiocommunications

ACMA

Radiocommunications (Low Interference Potential Devices) Class Licence 2015(the LIPD Class Licence)

Market Research Synthesis  

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.

 
Technical Research
Current and emerging trends (technology, materials, product resolution/aesthetics) 

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

Description

Materials Used

Circuit Board

Gold, lead, nickel, zinc, tantalum, copper and various other metals will be used.

Liquid Crystal Display LCD)

Glass, liquid crystalline, mercury and plastic.

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.

Technical Research Synthesis 

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.

Concept generation
Inspiration board

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.

Storyboard 

The step by step designing and conceptualization of the mobile phone.

 
Reference Lists

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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