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[3분 스피치]8월 김정범 전임

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소비자 수요경험

Apple Watch

Published in: Mobile
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[3분 스피치]8월 김정범 전임

  1. 1. Apple Watch Customer Need Experience 컨설팅 6팀 김정범 전임
  2. 2. Served Unserved Unarticulated Articulated Needs Customer Types • Customer/Needs Matrix:고객을 가상으로 설정한 뒤 그에 대한 제품/서비스 영역 개발을 추진하는 전략 수립 방법으로 고객이 제품/서비스에 어떤 가치를 부여할 것인가에 대한 판단에 도움을 줌 Customer/Needs Matrix상의 Apple Watch는 Unserved/Unarticulated의 제품 영역이었으며 좀 더 명확한 소비자의 Need 이해가 필요
  3. 3.  Appccessory에 머물러 있는 아이폰의 Companion 기기  기존 시계등과 비슷한 비싼 가격  1세대 기기의 한계를 넘지 못한 기능적 완성도  새로운 사용자 경험 제공  Fitness 관련 App의 활용 가능성  NFC를 활용한 결제방식 사용시 높은 편의성 기대 장점 단점 직접 Apple Watch에 대한 구매결정을 내리고 사용해본 결과 새로운 UX 제공 등의 장점과 잠재성을 보였으나, 스마트폰의 혁신을 경험한 소비자를 설득하기에는 미약한 혁신성이 한계를 보임 •Appccessory: 스마트폰 앱 활용기능을 동반한 액세서리 제품
  4. 4. • 소비자들은 스마트폰의 보완재인 Appccessory가 아닌 독립된 Wearable Device를 기대 (점진적 혁신이 아닌 급진적 혁신 요구) • 2년 정도의 교체주기를 지닌 IT기기로서 일반시계와 같은 패션제품으로서 가치를 인정받지 못함 시사점 Wearable device 시장의 소비자들은 스마트폰의 연장으로서의 Wearable Device가 아닌 스마트폰을 대체할 혁신적 기기를 기대하고 있으며, IT 기기로서의 확실한 기능성을 요구

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