Mid tier product proposal

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Mid tier product proposal

  1. 1. Rev 12004-09-14 SHARP CONFIDENTIAL Mid Tier Product Proposal Created by Reza Hagel
  2. 2. Rev 12004-09-14 SHARP CONFIDENTIAL Mary Product Proposal Created by Reza Hagel
  3. 3. Rev 12004-09-14 SHARP CONFIDENTIAL Mary • ID brief summary • Marketing strategy
  4. 4. Rev 12004-09-14 SHARP CONFIDENTIAL ID Brief Summary Mary: • Shall be perceived as very small, light and slim clamshell • Must communicate clearly Music functionality from front but even sides • Must have an attractive design with an attitude • Will communicate efficiently with Young Active Fun of 2005 • Has design with an attitude which communicates fun and excitement • Must appeal to the customer as a simple “clean” modern fashionable handset.
  5. 5. Rev 12004-09-14 SHARP CONFIDENTIAL “One Design, Dual Concept” The ID and the compact size are the selling point for this handset. Mary design will express simplicity but most of all; will be seen as the trendsetter. Its clamshell design, when closed will reveal the feeling of a trendy mobile handset having the Music functionality as the Product Communication. When opened, you will find a simple but sophisticated handset with the latest technology and an incredible ease of use. Life needs to be simple!Life needs to be simple!
  6. 6. Rev 12004-09-14 SHARP CONFIDENTIAL Target Group Young Active Fun • Highly sociable young adults (19-30 year old singles) • Students or early stages of career • Ultimate pleasure seekers (with friends, entertainment & enjoyment taking priority) • Design more important than feature • Seek functional benefits that help them socialize/ enjoy life. • Avoid boredom • Personalisation opportunity (Exchangeable cover, ringtones) • Drive new mobile behaviour • Music Customer 18-25 years old. • Young active people. • Outside activities: Sport, travelling. • These people are trendsetters. • Clubbing, socializing are two main leisure activities. Life needs to be simple!Life needs to be simple!
  7. 7. Rev 12004-09-14 SHARP CONFIDENTIAL Mary Vision • Mary is an attractively designed small and light hit model for Young Active Fun with easy to use, fun and exciting features. • Mary is designed to take Music mobile handset to the Mass Market.
  8. 8. Rev 12004-09-14 SHARP CONFIDENTIAL Mary • ID brief summary • Marketing Strategy
  9. 9. Rev 12004-09-14 SHARP CONFIDENTIAL Creating Demand When handphone users in Europe are plugged into their phones, they are not necessarily talking. As for the Camera handset business, Music players are being introduced to the telecommunication market. Mary product strategy is; To be seen as the pioneer of implementing the music playing handset for the mass market. Mary should be aimed to create this demand for Vodafone second biggest segment customers. My First Mobile Music Player ExperienceMy First Mobile Music Player Experience
  10. 10. Rev 12004-09-14 SHARP CONFIDENTIAL Market Analysis Future Opportunity Microsoft • From different market research studies, analysts have said that handsets will eventually put the dedicated portable music players out of business, because bigger memory means consumers can store their music on their phone. T-Mobile • Consumers will listen to music on their handsets in the same way as they would on music players, such as Apple Computer’s iPods.
  11. 11. Rev 12004-09-14 SHARP CONFIDENTIAL Market Evolution Music Terminals Market Potential Market Potential Music Handset Mid Tier Market Potential Music Handset Mid Tier 2004 - 2005 2006- 3G 2.5G Sharp Segment Domination with Mary Sharp Segment Domination with 3G product Market Potential Market Potential Market Potential Market Potential Music Terminals
  12. 12. Rev 12004-09-14 SHARP CONFIDENTIAL The Music Telecom Business; Don’t Miss the Train As for the camera phones, music seems to grow to a new generation of mobile devices. Sharp strategy should communicate the innovation to provide the first Music capable mobile handset targeting the mass market.
  13. 13. Rev 12004-09-14 SHARP CONFIDENTIAL Strategy Breakdown • By Using the 2.5G mass market, Sharp will strengthen the brand image by providing “MY FIRST MUSIC PLAYER” experience. • Preparing for the 3G market strategy. By having a 2.5G hit model, Sharp will enhance the terminal demand for the 3G Music Playing Device.
  14. 14. Rev 12004-09-14 SHARP CONFIDENTIAL Fighting Competition Trendy Design “Easy Music” Player functionality 2 G eneric Body Colours 64 M B m em ory
  15. 15. Rev 12004-09-14 SHARP CONFIDENTIAL Mary will attract its customer by having a slim, simple and beautiful design. By choosing the right material Mary will express simplicity and elegance. Two different body colours with enhance personalisation. For the mid tier segment Mary will dominate the market by offering a different clamshell experience. My First Mobile Music PlayerMy First Mobile Music Player ExperienceExperience
  16. 16. Rev 12004-09-14 SHARP CONFIDENTIAL Powerful “Easy MusicEasy Music” offering: Are you listening? • Music Applications: – Music Player – Music Remix e.g. Tao Group; Sseyo miniMIXA • Music Player soft key in the main LCD • Easy access to your favourite track list. • Radio-live-streaming
  17. 17. Rev 12004-09-14 SHARP CONFIDENTIAL Dual design Concept • Music New Style: Form follows function Discrete Camera Hidden behind the front cover Phone Side Direct music control keys Front Cover Simple clean design Expressing music player functionality
  18. 18. Rev 12004-09-14 SHARP CONFIDENTIAL 64MB Memory Storage No need to think about memory anymore – Download music to your mini 32 MB SD card. – Take and receive pictures and videoclips without freeing up memory, 32 MB dynamic memory. – Save also all the games, ringtones, themes etc. as you want. Memory 64 MB 20 MP3 or 32 AAC 520-720 video clips or 900 pictures or 520 2D games or 12,800 MIDI ring tones 32 MB mini SD Card 10 MP3 songs with CD quality or 16 AAC Songs 32 MB dynamic memory 260-360 video clips or 450 pictures or 460 2D games or 6,400 MIDI ring tones
  19. 19. Rev 12004-09-14 SHARP CONFIDENTIAL Fun Personalisation – The phone that can really looks YOURS • Two generic body colours targeting male and female consumers. • Wallpapers matching the design form and your chosen colour of the handset. • Easy Access to your favorite track list. – Make your own ring tones • Music Remix application • Recordable Ringtones (AMR) • MP3 audio files as ringtones (VF TBI) – Personal Messaging • Video and Audio phone book TBI
  20. 20. Rev 12004-09-14 SHARP CONFIDENTIAL •“Dual Design” Music Player •Easy access, UE, music control button on the side •32 MB dynamic memory •32 MB mini SD memory card •Music Track download&playback •Video Clip streaming •VGA camera •2x digital zoom •1.9” 128x160 pixels TFT Display •65.536 Colors •Camera Button •LED Flash •SMS, EMS & MMS •E-mail •Video & Audio Calendar (TBI) Audio & MessagingAudio & Messaging Overview Product Details •Music download •video/image download •games download •Streaming Audio/Video •Recordable ringtones (AMR) •Multimedia player •Radio-live-streaming •Music Remix Application •Ringtone and wallpaper personalization •Animation support EntertainmentEntertainment •USB* cable & Infrared •Bluetooth •PC Sync. •Mini SD memory card ConnectivityConnectivity
  21. 21. Rev 12004-09-14 SHARP CONFIDENTIAL Maria Marketing Brief Created by Reza Hagel
  22. 22. Rev 12004-09-14 SHARP CONFIDENTIAL Maria Project • ID brief summary • Marketing strategy
  23. 23. Rev 12004-09-14 SHARP CONFIDENTIAL LIFE STYLEID Brief SummaryMaria; Much more than Elegance • Maria will be a Life Style ProductMaria will be a Life Style Product • 3 Different body color will enhance3 Different body color will enhance PersonalizationPersonalization • Has an overall design with the right attitude.Has an overall design with the right attitude. • GX25 Size TargetGX25 Size Target • New Trendsetting Design ConceptNew Trendsetting Design Concept
  24. 24. Rev 12004-09-14 SHARP CONFIDENTIAL MariaTARGET GROUP Young & Teens • Focus on self-image & sense of belonging/acceptance from peers • Life centres around fun, entertainment, gadgets & brand names. • Not busy, time rich, seeking boredom relief. • Highly sociable-don't want to miss out. • Aged 30 and under
  25. 25. Rev 12004-09-14 SHARP CONFIDENTIAL MariaThe Mid Tier Beauty Contest Winner Compact Light Elegant WHAT IS BEAUTY ? EVERYBODY IS DIFFERENT ““THE UNITET COLORS HANDSET”THE UNITET COLORS HANDSET”
  26. 26. Rev 12004-09-14 SHARP CONFIDENTIAL MariaMaria will attract its customer by having a trendsetter design concept, where not only FORM but COLORS will attract the Teens and Young Active Fun of 2005. The compact size will be the main unique selling point. Creating the mobile life style will be the product strategy for the Maria handset to reach the mass market. ““THE UNITET COLORS HANDSET”THE UNITET COLORS HANDSET” Concept will beConcept will be the collaboration between SHARP and UNITEDthe collaboration between SHARP and UNITED COLORS OF BENETTON where Fashion meetsCOLORS OF BENETTON where Fashion meets Technology. (TBI)Technology. (TBI) Fashion and TechnologyFashion and Technology HAND IN HAND;HAND IN HAND; A CREATIVE TANKA CREATIVE TANK
  27. 27. Rev 12004-09-14 SHARP CONFIDENTIAL MariaNew design Concept Compact, Stylish and Elegant Camera Face Phone Side Black & White Design Black & White Concept
  28. 28. Rev 12004-09-14 SHARP CONFIDENTIAL Maria Maria shall be the SIMPLE handset Everybody can use. • Create the EasyCalendar concept by improving the MMS usage. • Optimize usability – keys, printing and UI. • Good clear display: 65k colours 128x160 pixels TFT Display • Introduce towards the Young Active Fun and reposition later towards the Teens, making it a mass market phone. Ease-of-use is Key!
  29. 29. Rev 12004-09-14 SHARP CONFIDENTIAL MariaEASY CALENDAR (TBI) Store your Audio and Video messages into your calendar. ARPU Driver!ARPU Driver! Enhancing the use of Multimedia Messaging Services by providing a new way to use and store audio and video messages sent to your Sharp handsets. (Portfolio Implementation) More Fun between friends!More Fun between friends! Do not waist time, just record a voice tag to you calendar and send the page to you friends using MMS. With just a single click store the MMS to your calendar. DON´T FORGET OUR M EETING!
  30. 30. Rev 12004-09-14 SHARP CONFIDENTIAL Fun Personalisation – 3 Generic dual colored handset offering – The phone that can really looks YOURS • Wallpapers matching the design form and your chosen colors of the handset. – Make your own ring tones • Recordable Ringtones (AMR) • MP3 audio files as ringtones (VF TBI) – Personal Messaging • Video and Audio phone book TBI
  31. 31. Rev 12004-09-14 SHARP CONFIDENTIAL Fighting Competition Bringing Innovation toBringing Innovation to thethe Global Mass-MarketGlobal Mass-Market GX25 Size Dual ColorsDual Colors ConceptConcept EasyCalendarEasyCalendar EC 3 Generic Dual3 Generic Dual Colors offeringColors offering Unique Personalisation Offering
  32. 32. Rev 12004-09-14 SHARP CONFIDENTIAL •350K VGA camera •2x digital zoom •1.9” 128x160 pixels TFT Display •65.536 Colors •LED Flash •SMS, EMS & MMS •E-mail •Video & Audio Calendar (TBI) Audio & MessagingAudio & Messaging Overview Product Details •Music download •video/image download •games download •Streaming Audio/Video •Recordable ringtones (AMR) •Multimedia player •Radio-live-streaming •Ringtone and wallpaper personalization •Animation support EntertainmentEntertainment •USB* cable & Infrared •Bluetooth •PC Sync. ConnectivityConnectivity
  33. 33. Rev 12004-09-14 SHARP CONFIDENTIAL Threats & Risks • Weakness – Price ? – Feature Set
  34. 34. Rev 12004-09-14 SHARP CONFIDENTIAL Martha Marketing Brief Created by Reza Hagel
  35. 35. Rev 12004-09-14 SHARP CONFIDENTIAL Martha Project • ID brief summary • Marketing strategy
  36. 36. Rev 12004-09-14 SHARP CONFIDENTIAL MarthaID Brief Summary Martha; Multimedia Handset • The front design will communicate the Multimedia functionality. • From the side, buttons reveals a new already settled way to play tracks without having to open the phone; Music functionality. • From back, Martha must communicate video recording and 1.3 Mega pixel camera with text and design; Imaging functionality. • When opened, the keypad must match the front cover material and design concept; simple and elegant. • Shall be perceived as small, light and slim clamshell • Will communicate efficiently with Young Active Fun of 2005 • Has an overall design with an attitude which communicates Elegance & Simplicity • Must appeal to the customer as a simple “clean” modern fashionable handset.
  37. 37. Rev 12004-09-14 SHARP CONFIDENTIAL MarthaTARGET GROUP Young Active Fun • Highly sociable young adults (19-30 year old singles) • Students or early stages of career • Ultimate pleasure seekers (with friends, entertainment & enjoyment taking priority) • Design more important than feature • Seek functional benefits that help them socialize/ enjoy life. • Avoid boredom • Personalisation opportunity (Wallpapers, ringtones) • Drive new mobile behaviour
  38. 38. Rev 12004-09-14 SHARP CONFIDENTIAL MarthaThe Mid Tier Champion Multimedia Device Imaging Video Music
  39. 39. Rev 12004-09-14 SHARP CONFIDENTIAL MarthaMartha will attract its customer by having a complete multimedia offering, from the unique design, to real End to End solutions with the multimedia side keys and customizations possibilities. By choosing the right material for the internal keypad Martha will communicate with its audience the simplicity and elegance. For the mid tier segment Martha will offer the market a different clamshell experience. Elegant Multimedia styleElegant Multimedia style
  40. 40. Rev 12004-09-14 SHARP CONFIDENTIAL New design Concept • Multimedia New Style: Form follows function Camera Face Design Phone Side Direct music control keys Front Cover Simple clean design
  41. 41. Rev 12004-09-14 SHARP CONFIDENTIAL Fighting Competition Trendsetting Concept Design“Easy Music” Player functionality48 MB memory storage; Mini SD card1.3 Mega Pixel Camera 1,3MegaPixelCamera 48MBmemory;MiniSDcard “Easy Music” Player functionality Trendsetting Concept Design
  42. 42. Rev 12004-09-14 SHARP CONFIDENTIAL Martha shall be the Multimedia phone everybody can use. • Create the EasyCalendar concept by improving the MMS usage. • Optimize usability – keys, printing and UI. • Good clear display: 65k colours 128x160 pixels TFT Display • Introduce towards the Young Active Fun and reposition later towards the Teens, making it a mass market Multimedia phone. MarthaEase-of-use is Key!
  43. 43. Rev 12004-09-14 SHARP CONFIDENTIAL MarthaCommunicate with Photo and Video Images My First Digital Camera with 1.3 Mega Pixel 1.3MEGAPIXEL1.3MEGAPIXEL
  44. 44. Rev 12004-09-14 SHARP CONFIDENTIAL MarthaEASY CALENDAR (TBI) Store your Audio and Video messages into your calendar. RPU Driver!RPU Driver! Enhancing the use of Multimedia Messaging Services by providing a new way to use and store audio and video messages sent to your Sharp handsets. (Portfolio Implementation) More Fun betweenMore Fun between friends and colleagues!friends and colleagues! Do not waist time, just record a voice tag to you calendar and send the page to you friends using MMS. With just a single click store the MMS to your calendar. DON´T FORGET OUR M EETING!
  45. 45. Rev 12004-09-14 SHARP CONFIDENTIAL MarthaMy First Music Player Experience with Dedicated Side keys
  46. 46. Rev 12004-09-14 SHARP CONFIDENTIAL MarthaPowerful “Easy MusicEasy Music” offering: Are you listening? • Music Applications: – Music Player – Music Remix e.g. Tao Group; Sseyo miniMIXA • Music Player soft key in the main LCD • Easy access to your favourite track list. • Radio-live-streaming
  47. 47. Rev 12004-09-14 SHARP CONFIDENTIAL 48MB Memory Storage No need to think about memory anymore – Download music to your mini 16 MB SD card. – Take and receive pictures and videoclips without freeing up memory, 32 MB dynamic memory. – Save also all the games, ringtones, themes etc. as you want. Memory 48 MB 12 MP3 with CD quality 390-540 video clips or 675 pictures or 9,600 MIDI ring tones 16 MB mini SD Card 4MP3 songs with CD quality 130-180 video clips or 225 pictures or 230 2D games or 3,200 MIDI ring tones 32 MB dynamic memory 8MP3 songs with CD quality 260-360 video clips or 450 pictures or 460 2D games or 6,400 MIDI ring tones
  48. 48. Rev 12004-09-14 SHARP CONFIDENTIAL USE CASE Easy Download from my PC or Laptop, I really like the Desk Speaker Stand . Easy transfer from my PC or laptop to my handset using USB, Bluetooth or IrDa. Easy access; I can store my favourite music tracks by just holding the PLAY key and have instant access to them whenever I want. Cool, Have you seen the video and Audio calendar. From now on I will use the calendar…. AND MMS. Have you seen the new Multimedia Player soft key, it has never been so easy. I can redefined the key functions to easy access my Video clips, Music Tracks and pictures Wow what a difference; Personalisation possibilities as never before. Design matching wallpapers, my own remix MP3 ring tones I saw the new George Michel video for the first time on my mobile handset. On my way from Paris I just streamed the music video clip in the train. I love the predefined SMART music folders, it recognized my new music track and placed it into the R&B folder. I don’t need to open the clam to listen to my tracks, the sub-LCD and the s control keys give a total con and ease of use.
  49. 49. Rev 12004-09-14 SHARP CONFIDENTIAL Fun Personalisation – The phone that can really looks YOURS • Wallpapers matching the design form and your chosen colour of the handset. • Easy Access to your favorite track list. – Make your own ring tones • Music Remix application • Recordable Ringtones (AMR) • MP3 audio files as ringtones (VF TBI) – Personal Messaging • Video and Audio phone book TBI
  50. 50. Rev 12004-09-14 SHARP CONFIDENTIAL •1 Mega Pixel camera •2x digital zoom •1.9” 128x160 pixels TFT Display •65.536 Colors •Easy access, UE, music control button on the side •32 MB dynamic memory •32 MB mini SD memory card •Music Track download&playback •Video Clip streaming •Camera Button •LED Flash •SMS, EMS & MMS •E-mail •Video & Audio Calendar (TBI) Audio & MessagingAudio & Messaging Overview Product Details •Music download •video/image download •games download •Streaming Audio/Video •Recordable ringtones (AMR) •Multimedia player •Radio-live-streaming •Music Remix Application •Ringtone and wallpaper personalization •Animation support EntertainmentEntertainment •USB* cable & Infrared •Bluetooth •PC Sync. •Mini SD memory card ConnectivityConnectivity
  51. 51. Rev 12004-09-14 SHARP CONFIDENTIAL Threats & Risks • Weakness – Price ? – No FM Radio • Threats – Slow uptake of interest in imaging oriented products in the market place
  52. 52. Rev 12004-09-14 SHARP CONFIDENTIAL Industrial Design Summary Mary Martha Maria M usic H an dset P roduct C om m un icatio n m ultim edia H an dset Front, Side & B ack M ultim edia P roduct com m un icatio ns Trendsetter design con cept. U ltra com pact size
  53. 53. Rev 12004-09-14 SHARP CONFIDENTIAL Unique Selling Point Summary Mary Martha Maria M y First M usic P layer H andset E xperience B estM id Tier m ultim edia P layer H andset The U nited C olors H andset
  54. 54. Rev 12004-09-14 SHARP CONFIDENTIAL •1 Mega Pixel Camera •1.9” 128x160 pixels TFT Display •65.536 Colors •32 MB dynamic memory •32 MB mini SD memory card •“Dual Design” Music Player •Easy access, UE, music control button on the side •Music Track download&playback •Radio-live-streaming •Music Remix Application •LED Flash •SMS, EMS & MMS •Video & Audio Calendar (TBI) •USB* cable & Infrared •Bluetooth •PC Sync. •Mini SD memory card MaryMary Overview Product Details Summary •1.3 Mega Pixel Camera •2x digital zoom •1.9” 128x160 pixels TFT Display •65.536 Colors •32 MB dynamic memory •16 MB mini SD memory card •Music, video/image games download •Streaming Audio/Video •Recordable ringtones (AMR) •Multimedia player •Radio-live-streaming •Music Remix Application •Animation support •SMS, EMS & MMS •Video & Audio Calendar (TBI) •USB* cable & Infrared •Bluetooth •PC Sync. •Mini SD memory card MarthaMartha •350K VGA Camera •2x digital zoom •1.9” 128x160 pixels TFT Display •65.536 Colors •Music download •video/image download •games download •Streaming Audio/Video •Recordable ringtones (AMR) •Multimedia player •Radio-live-streaming •Ringtone and wallpaper personalization •Animation support •Camera Button •LED Flash •SMS, EMS & MMS •Video & Audio Calendar (TBI) •USB* cable & Infrared •Bluetooth •PC Sync. MariaMaria
  55. 55. Rev 12004-09-14 SHARP CONFIDENTIAL THANK YOU

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