Kano's Model - Smarphones

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Using Kano's Model of Brand Management for the Smartphones industry

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Kano's Model - Smarphones

  1. 1. Group Members Urvashi Athavale Saloni Mehra Qaisa Husein Sheikh Rehmatullah
  2. 2. Smartphones
  3. 3.  Initial smartphones – PDA + mobile phones  1992 - IBM Simon can be called the first smartphone even though word was not coined  1997 - Ericsson described its GS 88 "Penelope" concept as a Smart Phone  Late 1990s – Most people carried separate dedicated PDA devices along with basic functioning phones
  4. 4.  2000 – Symbian becomes first modern mobile OS with launch of Ericsson R380  2002 – Blackberry released first smartphone  2007 – Apple iPhone with iOS is launched  2008 – First Android phone HTC released  2009 – Samsung Galaxy is unveiled
  5. 5. Rest is (recent) History….
  6. 6.  Applying the model on the Smartphone category around five years ago, following is the list of three levels of features we have designed…
  7. 7. Assumed features –  Make and receive calls  Text messages  Web browser  Operating System  Storing telephone numbers / address book  Games  Camera  Loudspeaker  3mm Jack
  8. 8. Expected Features –  Megapixel Camera  Editing Microsoft Office documents  Editing images  Bluetooth  Touchscreen  Better screen resolution  Clamshell Design
  9. 9. Delighting Features –  Free Bluetooth headset  Changeable cover  Optical Zoom  Switchable LED light  High internal storage
  10. 10. Assumed features -  Make and receive calls  Text messages  Web browser  Operating System  Storing telephone numbers / address book  Games  Camera  Megapixel Camera  Editing Microsoft Office documents  Editing images  Bluetooth  Touchscreen  Higher internal memory  AMOLED Display  Gorilla Glass
  11. 11. Expected Features  HD Camera with LED Flash  HD Recording  Expandable memory  OS updates  Sleek Design  Display resolution  Music and Video compatible formats  Third party applications  Bigger display
  12. 12. Delighting Features  Free Sports Arm Band Case  Voice Command  Wifi Hotspot  Two – face Camera  Dual Sim  Eye Tracker
  13. 13.  Before we try to envision in the future, let’s analyse this model in the light of a successful smartphone brand – ‘Samsung’  After unleashing in 2009, there is nothing stopping its Galaxy line  Through quick transitions and improvements in technology, it varies its assumed, expected and delighting features with every upgrade of the ‘S’ model.
  14. 14.  Despite heavy competition from Apple’s iPhone, Samsung has been the market leader in India owing to lower prices.  Another factor contributing to higher sales is its policy of open coding of third party apps under the API  Anyone can design a code for an innovative app and float it in the market
  15. 15.  Display – Super AMOLED Capacitive Touchscreen, 16M Colours  Multi touch  Corning Gorilla Glass  Loudspeaker  3mm Jack  GPS
  16. 16.  Galaxy S Screen Size – 4.0 inches Internal Memory – 8/16 GB, 512 MB RAM Camera – 5 MP  Galaxy SII 4.3 inches 16/32 GB, 1 GB RAM 8 MP with LED flash
  17. 17.  Galaxy S Secondary Camera - VGA Colours – Black and White CPU – 1 GHz  Galaxy SII 2 MP Black, White and Pink Dual Core 1 GHz
  18. 18.  Wireless Charging  Drop box (80GB storage)  S Voice Natural Language and Command dictation
  19. 19. Expected Features  Octa Core (1.6 GHz Quad + 1.2 GHz Quad) Processor  5-inch Full HD Super AMOLED Touchscreen with 441 ppi  Memory – 2GB RAM
  20. 20. Delighting Features  Camera - Dual Shot and Sound & Shot  Samsung Smart Scroll, Samsung Smart Pause  IR LED (Remote Control)  Temperature and Humidity Sensor
  21. 21. Tricorder Smartphones
  22. 22. Smartphone Retinal Scan
  23. 23. Faster than modern desktop
  24. 24. Universal Translator
  25. 25. Bendable Screens
  26. 26. Smartphone Entry Pass
  27. 27. In-Location Assistance
  28. 28. Dependable waterproof Smartphones
  29. 29. Wearable Feedback
  30. 30. All Day Battery Life

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