Android Survey


Published on

Marketing project on placing the AndroidG1 phone vs iPhone

Published in: Technology, News & Politics
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Android Survey

  1. 1. ANDROID MOBILE DEVICE PLATFORM IDENTIFYING NEW FRONTIER APPLICATIONS & FEATURES Rajesh Menon Kapil Gogia Vishnukant Varma Vinay Mamidi Marketing Research 45-822 Mini 2, 2008
  2. 2. Survey Objective <ul><li>In this age of multiple cell phone technologies and providers, what can Android offer? </li></ul><ul><li>Is the end consumer excited about this new technology? </li></ul><ul><li>How will this compete with the iPhone? </li></ul><ul><li>What new features to add and which ones to get rid of? </li></ul>
  3. 3. Survey Design <ul><li>The survey was split into 4 sections to capture all the information needed for a strategic placement of the new phone. </li></ul><ul><ul><ul><li>Getting to know you (Demographics and other personal preferences) </li></ul></ul></ul><ul><ul><ul><li>Your views on cell phone technology (Gather as much data on cell phone specific preferences) </li></ul></ul></ul><ul><ul><ul><li>Accessing Internet / Email from your phone (Gather application specific preferences) </li></ul></ul></ul><ul><ul><ul><li>iPhone and you (Find what existing and aspiring iPhone owners think of the pros and cons of iPhone). </li></ul></ul></ul>
  4. 4. Survey Questions
  5. 5. Survey Questions (Contd…)
  6. 6. Survey Questions (Contd…)
  7. 7. Survey Questions (Contd…)
  8. 8. Survey Questions (Contd…)
  9. 9. Survey Questions (Contd…)
  10. 10. Survey Questions (Contd…)
  11. 11. Survey Analysis – Quick Facts <ul><li>Total number of survey respondents: 142 </li></ul><ul><li>Male respondents: 81.7% </li></ul><ul><li>Female respondents: 18.3% </li></ul><ul><li>Age group of majority ( 71.1% ) of survey respondents: 25-35 </li></ul>
  12. 12. Is technology making life interesting? Majority in all age groups agrees that technology is making life more interesting.
  13. 13. Do you miss the simple phone?
  14. 14. How valuable is your cell phone? Losing your cell phone will be a big personal loss?
  15. 15. Cell phone is a valuable accessory across age groups
  16. 16. Provider restriction – A big NO!
  17. 17. People love Location/Presence applications
  18. 18. New features (video calling, conferencing)
  19. 19. Google – How to position ? <ul><li>People across different groups are confused about the branding of a phone from Google </li></ul><ul><li>Need to take steps to educate consumer base </li></ul><ul><li>Performed Cluster Analysis (3-way hierarchical cluster) which yielded that people who are likely to buy iPhone will buy the phone from Google </li></ul>
  20. 20. Popular applications that most respondents expect as default. <ul><li>Youtube </li></ul><ul><li>Live TV </li></ul><ul><li>Yellow Pages </li></ul><ul><li>Avoid highlighting applications which people don’t use a lot (IM, Writing emails etc) </li></ul>
  21. 21. An Ideal cell phone <ul><li>Based on the survey, most people considered the following to be of utmost importance. </li></ul><ul><ul><ul><li>Reliable service </li></ul></ul></ul><ul><ul><ul><li>No provider restriction </li></ul></ul></ul><ul><ul><ul><li>Prefer regular keyboard than soft keyboard </li></ul></ul></ul><ul><ul><ul><li>Good browsing and multimedia qualities </li></ul></ul></ul><ul><ul><ul><li>Affordable (cheaper than iPhone) </li></ul></ul></ul><ul><ul><ul><li>Features like video calling, application customization etc. </li></ul></ul></ul>
  22. 22. Negatives of iPhone <ul><li>Too pricey </li></ul><ul><li>Service provider restriction a big disadvantage </li></ul><ul><li>Heavy dependence on applications like iTunes for music and inability to transfer music </li></ul><ul><li>No option to customize applications </li></ul><ul><li>Unreliable for corporate use. </li></ul>
  23. 23. How to place an android based phone? <ul><li>Price the phone between $50 and $200 </li></ul><ul><li>At least 2 service provider options </li></ul><ul><li>Include applications like youtube, live TV, yellow pages etc in the base package </li></ul><ul><li>Better browsing and audio-video performance. </li></ul><ul><li>Provide options to subscribe to services like video calling, VPN, application customization etc. </li></ul>
  24. 24. How to Place Cont’d.. <ul><li>It’s Different. </li></ul><ul><li>It’s not just another phone out there. </li></ul><ul><li>It has customizable, cool applications. </li></ul><ul><li>It will satisfy the nerd in you </li></ul><ul><li>And help you remain simple.. </li></ul>
  25. 25. Google – How Nerdy ? <ul><li>Question on PC Vs MAC </li></ul><ul><ul><li>Majority seems to go with PC </li></ul></ul><ul><ul><li>But there exists age group pockets favoring MAC? </li></ul></ul><ul><li>Age group 36-46 Seems to give equal preference to MAC & PC </li></ul><ul><ul><li>Does than mean it would be prudent to launch two versions, one simple and user friendly the other a bit nerdy? </li></ul></ul>
  26. 26. Google – How Nerdy ?