Team 10 – Commuter Headphones product development presentation 2
Product development
1. Commuter Headphones – Design Brief
Business Background
Headphones - Overview
Even with album sales falling within the music industry, a business report by NDP Group has shown that there is a
significant year-on-year increase in headphone sales, both in America and Britain.
The headphone market is seeing revenue growth because of the expanding smartphone generation and industry
growth. The limited barriers to overcome to enter this industry are attracting small boutique-type companies to
penetrate the market which is quickly resulting in a crowded market place. A vast majority of this growth can be
attributed to an influx of boutique brands and celebrity endorsements, where most of these units cost in excess of
$100. 30% of the people surveyed in this latest report said endorsements played an important role when making
their decision to buy.
It is evident from the latest market report from NPD that brand endorsement makes a big difference in the
product’s sales. The total growth for headphones costing more than $100 was 1.5% in 2010. This made the
niche’s total market share 3.5% which was almost double the growth in market size from the previous year.
From lightweight foam padded earphones to the iconic white ‘earbuds’ that accompany every Ipod, headphones
are seen as much of a fashion statement as an audio accessory. Young customers are associating artists they ad-
mire with the premiere portable audio experience. [1]
The Music Industry and Commuting
In early 2010 the I-Tunes Store had sold over 10 billion songs and the penetration of portable, digital music devic-
es among western society is high. In these market areas, nearly all mobile phones which are sold come ‘music
ready’. For example, in Finland, in 2008 40% of people owned a music enabled phone and 33% also owned a
portable music player.
From the same research it was shown that <15% of people surveyed were using mobile music and several trends,
such as time of the day and week, affected its popularity. Also, within these observed situations it was evident
that people show very little activity with the device and highlighted obvious constraints with interaction whilst on
the move.
Urban centres in respective companies have differing habits when it comes to commutation transport. In Japan
and the UK, it is the subway which shows the majority use among commuters. In the Netherlands and Finland
locals favour private forms of transport, such as bicycles and cars, and in the US public transport is exceptionally
popular among commuters.[2]
The Project’s Aims
A national travel survey in 2006 reported that the average time spent commuting from home to work in the UK
was 27 minutes.[3]
The company’s main aim is to generate sales to this niche market of people in ‘Travel To
Work Areas’ all over the UK. There are an estimated 243 ‘Travel To Work Areas’ in the UK, as defined in 2007.
[4]
The project needs to derive concepts through enquiries, market research and information obtained from the
customer. Obtaining information should be the primary way of gathering requirements and evaluative information
for the new product. With this considered the new product must be desireable, easy to use and eye-catching to
encourage customers to relay information to other interested buyers.
is manufactured and recycled. The most suitable materials, in properties and cost, must be selected to achieve
this.
Target Market
The most likely customer for the new product would be a 25-35 year old male commuter. However the main tar-
get market for the new commuter headphones will be 25-35 year old commuters, both male and female, who live
in ‘Travel To Work Areas’ across the UK but specifically in London and the surrounding areas. This area has
been chosen for the quantity of commuter who live here and also because of the income, which is greater than oth-
er regions within the UK. As the financial centre of the UK, the largest commuter sector with the highest income
would be within the financial sector. [16] The product must target financial sector employees earning around
£30,000. [17]
Stakeholders
Many people will be affected by this business, the government, employees, customers, suppliers, creditors, the
community and trade unions. These organisations and people all represent the key stakeholders for this business.
Budget and Time Scale
To differentiate the company within the market the sale price for the new product should be between £30 - £40.
This will differentiate the product from the current products on sale from other companies and make it more ac-
cessible due to the cheaper cost. The production cost should be around 50% of the sale cost to allow the company
to make a suitable profit. The product must be ready for sale within 12 weeks.
Design Examples
The design of this product creates a desire for music through the imagery of the product. This is useful in two
ways, 1) it will encourage new users to buy the product and 2) it will encourage regular users to keep using the
product and searching for the best quality.
Fig. 3.1 – The above picture shows a road bicycle
which the company value the design of. Source –
(PIC 4)
The colour of this design is very eye-catching. The silver and white
colour scheme presents a minimal but stylish look for the product.
Continuing the curvature through the ear piece develops symmetry
within the product making it look aesthetic, and of premium quality.
The product photographs well and this is an important point for the
company as they want the best possible merchandising material to en-
courage sales of the headphones. The company branding on the prod-
uct is unobtrusive and well positioned. The writing blends with the
product because of the colour scheme used. The branding is minimal
and almost invisible in this photograph, this company are relying on
word-of-mouth sales and a reputation for quality. This photograph
gives the perception of premium quality.
2. Commuter Headphones – PESTEL Analysis
Political
Trade Descriptions Act 1968 and 1972
Consumer Credit Act 1974
Sale and Supply of Goods Act 1994
Economic
Economy is slow
Many companies are focusing on cost-cutting and consolidation of their infrastructure
Emphasis on performance and quality
Competition is high from various and competing sectors of the headphones/electronics market
Customers are scrutinising companies for value
Income tax, Corporation Tax, National Insurance contributions, Value Added Tax (VAT)
Inflation rates may reduce or increase costs
Customers may have less disposable income, but the commuter headphones should be seen as a necessity
A reputation for quality, universal applicability and a focus on increased performance should generate sales of
the commuter headphones
Sociocultural
Sales are relationship driven
More people are choosing to walk or cycle to work and this will affect the sale of the product, i.e. if less peo-
ple drive to work this means more people are likely to use a mobile music device which will increase sales
of headphones
Commuters are choosing to live further away from the city this will affect the design of the product as hearing
deficiencies and the effect of the headphone on hearing quality after use will have to be considered
Technology
Changes constantly
Market demand relatively stable
Technological trend – the growing smartphone and tablet markets increase the number of mobile music devic-
es available and therefore positively affect the sales of headphones
Customers will use google to search for products and compare prices – a website which shows the head-
phones’ ease of use, high performance, premium quality and benefits of use within an animation would
help sales of the product
Use You Tube to show the benefits of someone using this product
In developing the manufacturing process – new technological advancements should be considered. This al-
lows the product to be completed faster and so becoming more effective
Technological advances mean existing technologies become cheaper, reducing material costs
Environment
Use of recyclable and environmentally friendly materials should be assessed during the research and planning
stage. Use of such materials should promote the company’s ‘green’ credentials and increase sales whilst
also reducing the company’s carbon footprint
Legal
Must comply with the following laws;
Working time directive – maximum of 48 hours unless the employee voluntarily opts to work more
National minimum wage - £5.80 for workers 22 and over
Holiday entitlement – 28 days if working 5 days per week
Maternity leave – up to 52 weeks
Paternity leave – up to 2 consecutive weeks
Human rights Act 1998
Health and Safety at Work Act 1974
Source – http://www.direct.gov.uk/en/index.htm -accessed 8th October 2010
Commuter Headphones – SWOT Analysis
Strengths
In-depth knowledge of headphone require-
ments and uses
Specialist in the area of commuter head-
phones
Excellent customer raport
Competitive pricing
Reputation for a high quality, premium per-
formance product
Commuter specific product
Compact and portable
Hearing protective
Weaknesses
Lack of knowledge on needs of the com-
muting market
Profitability at risk from competitors and
low price of products
Niche market
Developing cash flow
Opportunities
Web-based retail
Attract endorsement
Growing smartphone market
Source new component suppliers
Become leader for low cost, high quality,
high performance commuter headphones
Threats
Competition from major headphone manu-
facturers and retailers and similar spe-
cialist companies world-wide
Price-cutting by competitors
Changes to legislation
3. Benchmarking
AUDEO PFE 012 PERFECT BASS EARPHONES
Sound isolating earphones
Trusted Reviews
Brilliant clarity with deep
punchy bass
Compatible with MP3 play-
ers, ipods and smartphones
with 3.5mm jack
Various ear tips for optimal fit in
the ear canal
One of the lightest earphones
on the market
KOSS PORTAPRO HEADPHONES (FOLDING HEADBAND)
Koss Portapro open back col-
lapsible headphones
High quality audio reproduction
and deep rich bass
Lightweight and comfortable
Open back design gives natural
sound and lets you stay aware of
your natural surroundings
Cool retro 1980s styling
AUDIO TECHNICA ATH-ES55
Folding dynamic portable headphones
Award winner—Best on-ear headphones up to £100
Stylish design with strong aluminium housing
Foldable headband creates great portability
Soft ear pads for total comfort
Protective pouch included with sale of headphones
4. AUDIO TECHNICA ATH-ES7
Stylish headband headphones to perfectly match
the iPod
Fit comfortably around the ears
Rich accurate bass and clean, clear high frequency
response
Colour: black and stainless steel
Headband Headphones
SKULLCANDY ICON SC HEADPHONES IN GUNMETAL
Awarded 5 stars by What HiFi?
Suitable for MP3 players such as the iPod
Powerful 30mm drivers
High quality sound with great bass
SKULLCANDY HEADPHONES II IN BLACK AND WHITE
Awarded 5 stars for sound and vision by What HiFi?
Suitable for MP3 players with In-Line volume control
and mic
Powerful 30mm drivers
High quality sound with great bass
KOSS SPORTAPRO (FOLDING HEADBAND)
Great for active sports or when wearing a cap or hat
Foam ear cushions for an open, hear-through sound
Collapsible for easy travel and storage
Includes convenient carry case
Flexible headband design allows listener to wear the
headband on top of or behind the head
Ear Bud Headphones
SENNHEISER MX581 EARBUD EARPHONES WITH SHARE
ADAPTER
Unique design
Ergonomic design, optimised for listeners with small-
er ears
Share adapter—share your audio with a friend
Symmetrical braided design cable for tangle-free ex-
perience
STENNHEISER MX170 STEREO EARBUD EARPHONES
Powerful, bass-driven stereo sound
Outstanding wearing comfort
Symmetrical cable creates tangle-free listening expe-
rience
Optimised for MP3, iPod, iPhone and portable media
players
STENNHEISER MX271 STEREO EARBUD EARPHONES
Powerful, bass-driven stereo sound
Ergonomic design—optimised for listeners with
smaller ears
Hassle-free cable slider and symmetrical cable for
tangle-free listening experience
Optimised for MP3, iPod, iPhone and portable media
player use
STENNHEISER MX880 PREMIUM STEREO EARBUD EAR-
PHONES
Sophisticated ergonomic design
High performance dynamic speaker systems
Integrated volume control for enhance usability
Optimised for MP3, iPod, iPhone and portable media
player use
5. Commuter Headphones – Forum Survey
Design Persona – “Dave”, User groups - commuters
Background
Commuter Headphones is the term used to describe medi-
um to high price headphones used daily by people com-
muting to and from work/university/college/school by public
transport. The headphones provide high quality sound and
are aimed at 16-35 year olds but with a more specific aim
at the male 25=35 year old demographic. As the head-
phones are used daily the headphones must be robust and
durable.
Persona
Dave is 23 years old and is currently employed by Audit
Scotland as a trainee accountant. He is currently earning
£19-22,000 per annum. Dave lives in a 1bedroom flat in
the city centre which has a rent of £400p/m making this his
largest monthly outgoing. As Dave is still only a fairly modest salary he always looks for the most robust
products in order to ensure long product life(s)and value for money.
Dave has a daily commute of approx. 23 mins. The commute consists of a 2-5 mins walk followed by a
10 bus journey and a final 5-7mins walk. This commute takes place twice a day and has often been the
cause of his previous earphones/headphones breaking/becoming lost. Dave also often has to remove
his earphones during his when crossing roads and boarding his bus so that he can communicate with
the driver. This is often awkward can cause a queue when boarding his bus and ultimate increase the
overall time of his commute.
Often when Dave leaves his flat or work to make his commute it is dark, particularly during the winter
months. This in turn means that Dave must even more vigilant during his walks to ensure he is aware of
traffic etc around him.
Dave is an avid music fan and spends approximately £20 per month on music/music related products
and in turn appreciates good sound quality.
As Dave is considered a “professional” image is important and so he does not own traditional headband
earphones as they often make his hair look messy and untidy.
Here are my requirements:
- Earphones
- Won't disturb other commuters
- Ideally no more than £100
- As high a SQ as possible on my budget.
- Durable with thick wires that don't mind being bundled up into a pocket.
Won't disturb other commuters is the most important factor for me. I hate people that irritate others
on the train with their tinny, horrible music.
I used to have a set of Philips - Neckband Headphones SHS5200/10 - Headphones - MP3 player ac-
cessories - Accessories which were excellent for cycling. Now they've died, after four years' daily
use, I'm looking for a replacement with:
1. neckband
2. over-ear rather than in-ear (to keep my ears warm in the winter)
3. in-line volume control
and preferably with:
4. woven cable
5. good extraneous noise (i.e. traffic) filtering.
I don't know how much a detachable cable helps reliability... I've broken my etymotics 4 times. 3
times the driver units themselves broke (my fault on two occasions), and the fourth time wouldn't
even have happened if the cable WEREN'T detachable--because it is the connection to the cable
joint itself that apparently broke after one too many detachment...
I say if you're happy with the sound out of your SE210 and has had a good run with them before they
started breaking down, getting another pair is a viable option.
I've been having a problem with my headphones (that is to say the small ones that go inside your
ear, not up to date with this kind of thing really :P ) in the respect that 2-3 months down the line they
all seem to break in one ear (typically the right ear), looking online I've found out it's a small cable
near the base of the headphones most likely that is responsible for the fault. aparently caused by
the way I wrap the cable around the Ipod when not in use, however as I'm at work most of the time
when using them I don't often have time to put them away in a case. I've not been spending a huge
amount (£20 at most) each time and I'm looking to spend around the same again, But I was wonder-
ing if anyone could possibly suggest a somewhat more durable pair that are able to stand up to this
6. EMPATHETIC MODELLING
Arthritis
Main issues;
Untangling the wire
Placing the ear buds into the ear
VISUALLY IMPAIRED
Main issues;
Finding the earphones and iPod
Untangling the wire
Finding the jack and the jack socket
Finding the ear buds
Differentiating between the left and right ear bud is
impossible
14. Design for Environment and Life Cycle Analysis
Alterations
DforE Guidelines
Set Agenda
Goals:
Reduce manufacturing impact
Reduce in use impact
Reduce material impact
Drivers:
To make the earphone life cycle longer, therefore meaning less earphones will have to be produced and the
knock on affect will mean less waste , less manufacturing and impact on the environment.
Environmental Impacts
Emissions while in the manufacturing process and transportation phase
Made from non-recyclable materials, therefore there is an impact of the disposal of the earphones
DFE Guidelines
Sustainability of Resources
Minimal use of resources in production
Minimal use of resources in distribution
Appropriate Durability
Apply Guidelines
The framework can be made from recyclable materials to reduce the impact on the environment
Use PVC, a recyclable material
Cut down the amount of the parts in the product to reduce the number of the steps in the production phase
Use a rough material finish, reduces the amount of machining needed on the product
Packaging should be minimal
Product can fold into itself, telescopically to make the physical space less
The jack should be secure. As this is the part that is most common to break. Ensure that the life of the jack
stays strong then the headphones will last longer. This could be done through the screw in the connecting part
Wire should be robust to ensure that there are no loose connections
The casing should be easily removable so that the inner workings of the product can be assessed for the re-
pair and maintenance
![Commuter Headphones – Design Brief
Business Background
Headphones - Overview
Even with album sales falling within the music industry, a business report by NDP Group has shown that there is a
significant year-on-year increase in headphone sales, both in America and Britain.
The headphone market is seeing revenue growth because of the expanding smartphone generation and industry
growth. The limited barriers to overcome to enter this industry are attracting small boutique-type companies to
penetrate the market which is quickly resulting in a crowded market place. A vast majority of this growth can be
attributed to an influx of boutique brands and celebrity endorsements, where most of these units cost in excess of
$100. 30% of the people surveyed in this latest report said endorsements played an important role when making
their decision to buy.
It is evident from the latest market report from NPD that brand endorsement makes a big difference in the
product’s sales. The total growth for headphones costing more than $100 was 1.5% in 2010. This made the
niche’s total market share 3.5% which was almost double the growth in market size from the previous year.
From lightweight foam padded earphones to the iconic white ‘earbuds’ that accompany every Ipod, headphones
are seen as much of a fashion statement as an audio accessory. Young customers are associating artists they ad-
mire with the premiere portable audio experience. [1]
The Music Industry and Commuting
In early 2010 the I-Tunes Store had sold over 10 billion songs and the penetration of portable, digital music devic-
es among western society is high. In these market areas, nearly all mobile phones which are sold come ‘music
ready’. For example, in Finland, in 2008 40% of people owned a music enabled phone and 33% also owned a
portable music player.
From the same research it was shown that <15% of people surveyed were using mobile music and several trends,
such as time of the day and week, affected its popularity. Also, within these observed situations it was evident
that people show very little activity with the device and highlighted obvious constraints with interaction whilst on
the move.
Urban centres in respective companies have differing habits when it comes to commutation transport. In Japan
and the UK, it is the subway which shows the majority use among commuters. In the Netherlands and Finland
locals favour private forms of transport, such as bicycles and cars, and in the US public transport is exceptionally
popular among commuters.[2]
The Project’s Aims
A national travel survey in 2006 reported that the average time spent commuting from home to work in the UK
was 27 minutes.[3]
The company’s main aim is to generate sales to this niche market of people in ‘Travel To
Work Areas’ all over the UK. There are an estimated 243 ‘Travel To Work Areas’ in the UK, as defined in 2007.
[4]
The project needs to derive concepts through enquiries, market research and information obtained from the
customer. Obtaining information should be the primary way of gathering requirements and evaluative information
for the new product. With this considered the new product must be desireable, easy to use and eye-catching to
encourage customers to relay information to other interested buyers.
is manufactured and recycled. The most suitable materials, in properties and cost, must be selected to achieve
this.
Target Market
The most likely customer for the new product would be a 25-35 year old male commuter. However the main tar-
get market for the new commuter headphones will be 25-35 year old commuters, both male and female, who live
in ‘Travel To Work Areas’ across the UK but specifically in London and the surrounding areas. This area has
been chosen for the quantity of commuter who live here and also because of the income, which is greater than oth-
er regions within the UK. As the financial centre of the UK, the largest commuter sector with the highest income
would be within the financial sector. [16] The product must target financial sector employees earning around
£30,000. [17]
Stakeholders
Many people will be affected by this business, the government, employees, customers, suppliers, creditors, the
community and trade unions. These organisations and people all represent the key stakeholders for this business.
Budget and Time Scale
To differentiate the company within the market the sale price for the new product should be between £30 - £40.
This will differentiate the product from the current products on sale from other companies and make it more ac-
cessible due to the cheaper cost. The production cost should be around 50% of the sale cost to allow the company
to make a suitable profit. The product must be ready for sale within 12 weeks.
Design Examples
The design of this product creates a desire for music through the imagery of the product. This is useful in two
ways, 1) it will encourage new users to buy the product and 2) it will encourage regular users to keep using the
product and searching for the best quality.
Fig. 3.1 – The above picture shows a road bicycle
which the company value the design of. Source –
(PIC 4)
The colour of this design is very eye-catching. The silver and white
colour scheme presents a minimal but stylish look for the product.
Continuing the curvature through the ear piece develops symmetry
within the product making it look aesthetic, and of premium quality.
The product photographs well and this is an important point for the
company as they want the best possible merchandising material to en-
courage sales of the headphones. The company branding on the prod-
uct is unobtrusive and well positioned. The writing blends with the
product because of the colour scheme used. The branding is minimal
and almost invisible in this photograph, this company are relying on
word-of-mouth sales and a reputation for quality. This photograph
gives the perception of premium quality.](https://image.slidesharecdn.com/1cb24bad-5fc0-4ba5-808d-7c2fe0837d2d-151123214721-lva1-app6891/85/product-development-1-320.jpg)
