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Android Survey
 

Android Survey

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Marketing project on placing the AndroidG1 phone vs iPhone

Marketing project on placing the AndroidG1 phone vs iPhone

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    Android Survey Android Survey Presentation Transcript

    • ANDROID MOBILE DEVICE PLATFORM IDENTIFYING NEW FRONTIER APPLICATIONS & FEATURES Rajesh Menon Kapil Gogia Vishnukant Varma Vinay Mamidi Marketing Research 45-822 Mini 2, 2008
    • Survey Objective
      • In this age of multiple cell phone technologies and providers, what can Android offer?
      • Is the end consumer excited about this new technology?
      • How will this compete with the iPhone?
      • What new features to add and which ones to get rid of?
    • Survey Design
      • The survey was split into 4 sections to capture all the information needed for a strategic placement of the new phone.
          • Getting to know you (Demographics and other personal preferences)
          • Your views on cell phone technology (Gather as much data on cell phone specific preferences)
          • Accessing Internet / Email from your phone (Gather application specific preferences)
          • iPhone and you (Find what existing and aspiring iPhone owners think of the pros and cons of iPhone).
    • Survey Questions
    • Survey Questions (Contd…)
    • Survey Questions (Contd…)
    • Survey Questions (Contd…)
    • Survey Questions (Contd…)
    • Survey Questions (Contd…)
    • Survey Questions (Contd…)
    • Survey Analysis – Quick Facts
      • Total number of survey respondents: 142
      • Male respondents: 81.7%
      • Female respondents: 18.3%
      • Age group of majority ( 71.1% ) of survey respondents: 25-35
    • Is technology making life interesting? Majority in all age groups agrees that technology is making life more interesting.
    • Do you miss the simple phone?
    • How valuable is your cell phone? Losing your cell phone will be a big personal loss?
    • Cell phone is a valuable accessory across age groups
    • Provider restriction – A big NO!
    • People love Location/Presence applications
    • New features (video calling, conferencing)
    • Google – How to position ?
      • People across different groups are confused about the branding of a phone from Google
      • Need to take steps to educate consumer base
      • Performed Cluster Analysis (3-way hierarchical cluster) which yielded that people who are likely to buy iPhone will buy the phone from Google
    • Popular applications that most respondents expect as default.
      • Youtube
      • Live TV
      • Yellow Pages
      • Avoid highlighting applications which people don’t use a lot (IM, Writing emails etc)
    • An Ideal cell phone
      • Based on the survey, most people considered the following to be of utmost importance.
          • Reliable service
          • No provider restriction
          • Prefer regular keyboard than soft keyboard
          • Good browsing and multimedia qualities
          • Affordable (cheaper than iPhone)
          • Features like video calling, application customization etc.
    • Negatives of iPhone
      • Too pricey
      • Service provider restriction a big disadvantage
      • Heavy dependence on applications like iTunes for music and inability to transfer music
      • No option to customize applications
      • Unreliable for corporate use.
    • How to place an android based phone?
      • Price the phone between $50 and $200
      • At least 2 service provider options
      • Include applications like youtube, live TV, yellow pages etc in the base package
      • Better browsing and audio-video performance.
      • Provide options to subscribe to services like video calling, VPN, application customization etc.
    • How to Place Cont’d..
      • It’s Different.
      • It’s not just another phone out there.
      • It has customizable, cool applications.
      • It will satisfy the nerd in you
      • And help you remain simple..
    • Google – How Nerdy ?
      • Question on PC Vs MAC
        • Majority seems to go with PC
        • But there exists age group pockets favoring MAC?
      • Age group 36-46 Seems to give equal preference to MAC & PC
        • Does than mean it would be prudent to launch two versions, one simple and user friendly the other a bit nerdy?
    • Google – How Nerdy ?