4. Japan Taiwan South Korea
U.S. apple Other
•iPhone4 Profit
1% 2%
1%5%
•Capturing Value
in Global
33%
Networks: Apple iPad and
iPhone
•Kraemer 59%
5. JAPAN PRODUCT INDUSTRY
• 製造神話破滅之後,⽇日本開始朝特⾊色產品及研發升級的⽅方向轉型 (2005)
• Canon Camera, Panasonic DVD, Sony TV,
• 客製化、使⽤用者為中⼼心
• ⺫⽬目前⾯面臨失敗中 / SONY LCD LED TV
6. PHILIP KOTLER MARKETING 3.0
Marketing 1.0 Marketing 2.0 Marketing 3.0
Manufacture User-centered Value / Spiritual / UX
Useful Usable Desirable
Walkman / CD Player Various CD Player iPod
7. PERSONAL MUSIC PLAYER
FOR MARKET 1.0
• Walkman
• 20 years ago
• All Hardware manufactured in japan
• Very few software
• Easy to follow
8. PERSONAL MUSIC PLAYER
FOR MARKETING 3.0
• Apple ipod video
• 70% hardware by japan
• 30% software by u.S.
• Plus iTunes music authorization
• Hard to follow
• Cost price u.s. 143
19. CREATIVE PRODUCT - IPOD
• Cheapest way to store music • HD
• Fastest Transferring Method • Firewire
• Enjoy music anywhere any time • iPod
• Easy to manage and organize all your music • iTune
• Your will never forget to bring tunes you like • HD Size
• Share with other music lovers • Internet
27. Buy Listen Organize Fan Store Mobile FB Facetime LINE Skype
Seamless Music Enjoyment X Total Communication X
Digital Music Player Mobile Phone
iPhone Navigator
Portable Game Device Personal Digital Assistants
Brief Relaxation X Digital Information Sync X
Social Game News Personal Game FB Twitter iCloud Mail Address Books Calendar
28. 使⽤用者經驗是差異化的主要武器
• WALKMAN / CD PLAYER • NDS
• NOKIA • CAR NAVIGATION
• DIGITAL CAMERA • Portable GPS
29. WHY IPOD CASES ARE SO EXPENSIVE ?
75
195
265
115 265
55 95
30. 擴⼤大使⽤用者經驗圈
• Telecommunications company
• Programmer
• International Billing
• Design their own OS, keyboard, mouse, monitor, ..........
• Every digital devices TV, WATCH, IN-CAR NAVIGATION
31. APPLE QUIZ
• Do You Know the CPU Speeds of iPhone Series ?
• The Main Selling Point
• iPhone 4, iPhone 4S
• iPod, iPod 2, the New iPod
• Which Company Design Their Own Mouses and Keyboards
• They Are Experts in UX Innovation, So They Can Create Profits in Marketing 3.0.
50. GUIDED ACCESS
• Autism: disabling the Home button, as
well as restrict touch input on certain
areas
• Blind
and Low-vision Users: VoiceOver
on Map
• Heading Impaired: a power-efficient,
high-quality hearing Aid
51. RESEARCH AGENDA FOR UX
• 滿⾜足使⽤用者「超乎⼯工具性⽤用途」 • 強調看不⾒見、摸不著、隨著情境⽽而
(beyond the instrumental)的需要、 變化的主體「體驗」
愉悅與享受 (experience),以對⽐比於看得⾒見、
摸得著,與主體感受無關的「功
• 強調主體的、情緒的「有⽤用性」 能」(function)
(emotional usability)以對⽐比於傳統
機械式的、強調效率的「有⽤用性」 • 縮⼩小「開發者的預期」和「使⽤用者
(usability) 的感受」之間的落差。