Cellular Telephones and the Lifestyle Revolution - Postcard

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This is a presentation that coincides with the "postcard" found on page 259 in Everett Rogers' "Diffusion of Innovations"

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  • Cellular Telephones and the Lifestyle Revolution - Postcard

    1. 1. Cellular Telephones and the Lifestyle Revolution (p. 259) Postcard By Darren Draper
    2. 2. Mann, Merlin. (2007). 30 seconds with that phone guy .
    3. 4. Cell Phones <ul><li>First offered to Americans in 1983. </li></ul><ul><li>Early adopters were male executives. </li></ul><ul><li>Cell phones cost about $3,000 at the time. </li></ul>Image © 2003. BBC News. Source: http://news.bbc.co.uk/
    4. 7. The Real Phone Guy <ul><li>Frank Nuovo </li></ul><ul><li>Director of Phone Design - Nokia </li></ul><ul><li>Stepped down on April 1, 2006 </li></ul><ul><li>He made the cell phone cool </li></ul>Image © 2002. iXBT.com. Source: http://www.ixbt.com/
    5. 8. Frank Nuovo <ul><li>“ Look at the earpiece. It has three holes. But what shape are the holes? Three ovals. Look at the microphone It’s a little oval . It cost money to make those holes into oval shapes. A circle would have been cheaper. You don’t notice it - but you see it, you feel it.” </li></ul>Frank Nuovo, in explaining the details of the early Nokia 101. Image © 2006. Tech News. Source: http://www.technews.it/
    6. 9. Re-invented Phones <ul><li>SMS (Short Message Service) - 1994 </li></ul><ul><li>Individualized Ring Tones - 1998 </li></ul><ul><li>The ability to buy soft drinks from a machine (via infrared) - Korea and other countries </li></ul><ul><li>Constant changes - Nokia leads the global business because it devotes 9.6% of sales to R & D. </li></ul>
    7. 10. Relative Advantage <ul><li>Saves time - an estimated 2 hours per week (more now) </li></ul><ul><li>Allows for mobility </li></ul><ul><li>Important status symbol - widespread sale of replicas in the 1980s (more than 40,000 non-working replicas were sold) </li></ul>
    8. 11. Compatibility <ul><li>Connects its user to a network of people </li></ul><ul><li>“ When you lose your mobile, you lose a part of your brain.” </li></ul><ul><li>- Student from Japan </li></ul><ul><li>Non-technical names - Portraying a positive image </li></ul><ul><li>Range of colors, styles and sizes </li></ul>
    9. 12. Complexity <ul><li>Operates like a regular phone = no need to learn new skills </li></ul><ul><li>SMS skills were quickly learned </li></ul><ul><li>Today about 1 billion SMS messages are sent every day! </li></ul>
    10. 13. Trialability <ul><li>A friend’s cell phone can be borrowed for trial use. </li></ul><ul><li>Many companies offer the first month’s service for free. </li></ul><ul><li>Offering a free phone as a part of the deal doesn’t hurt. </li></ul>
    11. 14. Observability <ul><li>Cell phones are everywhere! </li></ul><ul><ul><li>United Kingdom, Italy, Sweden, and the Czech Republic - cell phone penetration is greater than 100% </li></ul></ul><ul><ul><li>Cell phone penetration in Asia continues to climb </li></ul></ul><ul><ul><li>United States - 73% </li></ul></ul>US Data: Pew Internet & American Life Project, April 2006 Survey.
    12. 15. Observability <ul><li>Cell phones are everywhere! </li></ul><ul><li>40% - Jr. High Schools </li></ul><ul><li>75% - High Schools </li></ul><ul><li>90% - Colleges </li></ul>Image © 2006. Pantagraph. Source: http://www.pantagraph.com/ Prensky, M. (2004). What can you learn from a cell phone? Almost anything.
    13. 16. Observability <ul><li>Cell phones are everywhere - even in Utah schools </li></ul><ul><li>55% - Jr. High Schools </li></ul><ul><li>85% - High Schools </li></ul>Image © 2006. Pantagraph. Source: http://www.pantagraph.com/ Draper, D. (2007). Mobile access in the classroom.
    14. 17. The End

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