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

1. Group Members
Urvashi Athavale
Saloni Mehra
Qaisa Husein
Sheikh Rehmatullah

2. Smartphones

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.  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. Rest is (recent) History….

7.  Applying the model on the Smartphone
category around five years ago, following is the
list of three levels of features we have
designed…

8. Assumed features –
 Make and receive calls
 Text messages
 Web browser
 Operating System
 Storing telephone numbers / address book
 Games
 Camera
 Loudspeaker
 3mm Jack

9. Expected Features –
 Megapixel Camera
 Editing Microsoft Office documents
 Editing images
 Bluetooth
 Touchscreen
 Better screen resolution
 Clamshell Design

10. Delighting Features –
 Free Bluetooth headset
 Changeable cover
 Optical Zoom
 Switchable LED light
 High internal storage

11. 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

12. 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

13. Delighting Features
 Free Sports Arm Band Case
 Voice Command
 Wifi Hotspot
 Two – face Camera
 Dual Sim
 Eye Tracker

14.  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.

15.  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

16.  Display – Super AMOLED Capacitive
Touchscreen, 16M Colours
 Multi touch
 Corning Gorilla Glass
 Loudspeaker
 3mm Jack
 GPS

17.  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

18.  Galaxy S
Secondary Camera - VGA
Colours – Black and White
CPU – 1 GHz
 Galaxy SII
2 MP
Black, White and Pink
Dual Core 1 GHz

21.  Wireless Charging
 Drop box (80GB storage)
 S Voice Natural Language and Command
dictation

22. 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

23. Delighting Features
 Camera - Dual Shot and Sound & Shot
 Samsung Smart Scroll, Samsung Smart Pause
 IR LED (Remote Control)
 Temperature and Humidity Sensor

24. Tricorder Smartphones

25. Smartphone Retinal Scan

26. Faster than modern desktop

27. Universal Translator

28. Bendable Screens

29. Smartphone Entry Pass

30. In-Location Assistance

31. Dependable waterproof Smartphones

32. Wearable Feedback

33. All Day Battery Life