Summary:
Nowadays, for a product, quality has become the most important factor when customer buying a certain product. In the world, there have thousands of methods to measure products quality are good or not. Quality is company's life, in order to improve profits, company always use different kinds of ways such as questionnaire to know what kind of products customer want. This report focus on the mobile phone industry, to have a general description about customer requirements of mobile phone in China, and base on two famous certain products to give basic ideal mobile phone in writer's mind.
Introduction
Nowadays, for a product, quality has become the most important factor when customer buying a certain product. In the world, there have thousands of methods to measure products quality are good or not. Quality is company's life, in order to improve profits, company always use different kinds of ways such as questionnaire to know what kind of products customer want. This report focus on the mobile phone industry, to have a general description about customer requirements of mobile phone, and base on two famous certain products to give basic ideal mobile phone in writer's mind.
Customer thinking and needs
China has become the biggest potential market in the world, so many competitors want to join and share the market. Under this background, the competition of mobile phone market has become stronger and stronger. In order to catch customer's thinking, many company using research to understand customer's thinking. Under the paragraph below, we can find some results from different area; all the results are focus on mobile phone.
First bar chart shows the basic communication functions of mobile phones, from the information we can find, address list is an important factor that customer consider.
The second bar chart on the next page shows the network function of mobile phone, from the research results, we can know email and WAP are the most important factors that customers interested in.
The third data is focus on the appearances of mobile phone, as we can see from this research, fold up is the most popular appearance that customers choose, which cover more than 50%, straight is the second choice when customer buy mobile phone.
The fourth bar chart shows the multimedia function (next page) of mobile phones that customers are interested in. From the research results we can conclude is that MP3 and camera are most welcome multimedia function.
All these four pictures shows the present situation of mobile phone market, from the results we can easily find what kind of mobile phones are welcomed in customer's thinking. All the functions can produce in manufacturing company.
On the other hand, customers prefer to buy foreign brand to domestic brand. And also, they think if a company has certain telephone number of after-sales services, people believe this would be better. Durability is also important, if the mobile phone repairing rate is higher, customers will not like to buy it because is easy to broken down..
The last chart is different to compare with four charts before; this chart shows the customer's future expectation. From the chart we can find, MP4, watching television, e-translation are the three most important functions that customer's want to see in the mobile phone in the future.
MP4 is a new product that just appear in 2003, and now it is still not popular like MP3,so for all mobile phone companies, this is a large opportunity for them to provide their products to reach a higher standard, but present technology barrier them to product to produce this kind of mobile phones.
House of quality for mobile phone
Technical requirements
Customer requirementsMaterials and size of screenKey size, color and materialButtery typecolor, material and size of phone coverCamera lensSize of antennaCharger qualitySize of circuit board and other integrate circuit
have multimedia functions
basic communication functions
Convenience after-sales service
overall styling is acceptable
achieve customer expectation
Long Warranty
price link with quality and function
Good reputation
Customer requirements
1.Mobile phone should have multimedia functions
Nowadays, if mobile phone has not any multimedia functions, the market for this kind of mobile phone will be smaller.
2.Mobile phone should have many basic communication functions
More basic communication functions now can increase a mobile phone competitive power
3.after-sales service is convenient
If a city has no place to repair one certain brand mobile phone, customer probable will not buy this product.
4.overall styling is acceptable
Ten years ago, the style of mobile phones probable are the same, but now, different color with different style has let customers get more choices, steel, plastic and other materials let customers has different choice.
5.mobile phone can achieve customer expectation
If a new mobile phone comes into the market with new function, which can achieve customer expectation, the sales profit probable will be higher than others.
6.Warranty
Long time warranty probable can let customer satisfied to buy a certain product. If the warranty is too short, this will direct influence customer decision.
7.price link with quality and function
Nowadays, function has become more important than price when customers choose a certain mobile phone, so for mobile companies, they should let customer feel that the price with the function or quality has a positive linking; otherwise, the company probable will face problems.
8.no bad reputation in the market
Mobile phone market is a strong competition market, customer in order to avoid some risks, they prefer to buy higher price but good reputation products, because they think that good reputation results in good services and performances.
Technical requirements
1.Materials and size of screen
Nowadays, LCD screen has begun to instead of putty screen, and size has become larger, the reason let the size be larger is to let customer see more clearly, use LCD screen can avoid broken down when mobile phone sudden dropped to the ground.
2.Key size, color and material
Key is a tool that customer use to communication or edit something, for a mobile phone, key is used for different functions, such as voice key, menu key, smart key, power& end key and so on. But also it is the easiest part to appear problems. The main problem always is malfunction or be faintness
3.Buttery type
Buttery is also a important part for mobile phone. Buttery type direct decide waiting time of mobile phone long or short, lithium ion buttery now is general buttery for mobile phones.
4.color, material and size of phone cover
This part direct give customer overall impression for a certain product, so if company can give an acceptable phone cover, can attractive more customer eyes.
5.Camera lens
This part is useful for take photos to send to others and use on own phone. This also direct influence the picture can be clearly or not.
6.Antenna quality
This part influences the quality of customer communication. If the antenna is not good, customers can not hear the calls clearly
7.Charger quality
Charger is not like other parts, it not cares about the color or figure, but if charge broken, this result in mobile phone can not work after the mobile phone without electronic.
8.Size of circuit board and other integrate circuit
Customers can not see these two parts, but this direct influence the phone quality. And also, size of these parts influences the mobile phone overall design. On the other hand, many functions depend on the integrate circuit, if broken down, the phones meet big trouble.
Certain products example
1. Alcatel CEC F88
This product comes into the market in august 2003, the kilogram of this mobile is 97g only, apart from basic communication functions, this phone has got many special design and functions. From the picture we can find, this phone just like a watch, we can take it on customer finesse. Other hand, the screen is made by Irish diamond, customer do not worry about abrasion. From the design, we can find this phone is show peoples status, and this is suitable for write-color. When customer receive a call, they need not to push the key, because is automatic. Inside this phone, has got a recorder, customer can record some important speech for four minutes. And also, Personal Information Management system let customer life more relax; WAP functions help customers download the music and pictures from the internet. Different from other phones, this phones has got FIFA2002. Also, F88 support email function and blue tooth technology.
To sum up, no matter the design or the functions, CEC F88 has did a excellent work, have strong competition power in the market. Although the price is higher, is still popular in the market, and get a good profit.
2. Samsung P408
to compare with CEC F88, Samsung P408 come into the market only two months later. It was 8g heavier than CEC F88. Apart from basic cummunication functions, this phones has many multimedia functions, from the picture on the right we can find this phones has a carema, and can circumgyrate whatever customer like. wireless data communcation also can used in this phones. Inside the phones, it has got a modem to surf on net. Also, there has a software to edit or develop sound by customers. The color is attractive, the price acceptable general customers. It is still a popular products in the market The warranty and after-sales service also very good..
Future mobile phone
From the above information we can find, a wonderful mobile phone should achieve both customer and technical requirements. Although some functions of mobile phone can not produced at the moment, but we believe in the future, more functions with high technology can offer customers more choose.
In my mind, a wonderful mobile phone should be:
- difficult to broken down and has a long warranty
- good reputation with service offer
- high-technology materials using in mobile phone parts
- high technology functions in order to communicate easier
- To let customer know mobile phone is not only a communication tool, but also can listen to the music, watch television, send email and know more news immediately.
- Overall styling should be fashion with new high technology materials, and the mobile phone heavier.
- Radio-communication using in mobile phone, people can receive the calls without out click button.
- Buttery can keep for a ling time, and mobile phone has not antenna, the charger is easy to take.
Conclusion
To sum up, under the strong competition, Mobile Phone Company should focus more on the customer and technology, only improve technology and reach customer requirements; company can get a good profit in mobile phone market. Otherwise, losses and bankrupt will be final results. "Doing" before your competitors do is a good method in mobile phone market. Focus on quality of design, base on customer to design the mobile phones, company will success in mobile phone market.
References
1.http://www.wx800.com/msg/2003/08/14/d15080.php
Domestic mobile phone technology
- http://www.ccw.com.cn/htm/work2/topic/20030927/20030927.asp
- mobile phone research report
- http://www.ezit.com.cn/pub/article/c1577_a73344_p3.htm
The top ten coolest mobile phones in 2003
4.http://mobile.tech.tom.com/1139/2005/1/1-54055.html
Report of mobile phone overall styling expectation
5.http://www.qzwb.com/gb/content/2004-06/02/content_1248987.htm
Mobile phone color topic
6.http://www.fane.cn/forum_view.asp"forum_id=18&view_id=2838
Professional words for mobile phone
7.http://it.21cn.com/news/2003/08/14/1228150.shtml
How domestic company using technology to success
8.http://tech.sina.com.cn/focus/samsungp408/
Samsung P408
9.http://www.lndctx.com/CDMA/CEC/F88.htm
CEC F88
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