kandroid 4th seminar design the life 22 oct2009
Post on 08-May-2015
1.264 Views
Preview:
DESCRIPTION
TRANSCRIPT
ANDROIDMOBILE PRODUCT
PLANNING
Design The Life | Namkook KimNamkook.kim@gmail.com
2009 제4회 Korea Android 세미나
Contents
Android Mobile Products in Market
Consideration in Android Mobile Product Planning
Difference between Proprietary and Open OS Planning
Conceptual Android Mobile Product Proposition
ANDROIDMOBILE PRODUCTSIN MARKET
Design The Life
40.9 Million Units
“Smartphone sales were strong during the second
quarter of 2009, with sales of 40.9 million units in line
with Gartner's forecast of 27 per cent year-on-year sales
growth for 2009.”
Forecast Android in 2012
“Android OS will jump to 14.5 percent in next three years
and will be the second-most-used smartphone OS by
2012.”
- Gartner
Smartphone OS Market Share
ANDROID2 %
http://www.gartner.com/it/page.jsp?id=1126812http://www.afterdawn.com/news/archive/19809.cfm
SYMBIAN51 %RIM
18.7 %
APPLE
13.3 %
MS 9 %ETC
6 %
4th Korea Android Seminar
4th Korea Android Seminar
Design The Life
12 Models are announced
Since HTC Dream has been available in market,
various manufacturers introduce Android smartphones in 2009
Android Smartphone
Various Players
HTC are eager to lead the android market with
abundant devices. The other player who would like
to seize the market must be Samsung. Interestingly
we can see Acer and Huawei as new players.
Volume Driver
With the help of chipset price reduction, many
players try to secure more volume with mid-tier
devices.
Display Differentiation
In the beginning of the market, HVGA(480x320) 3.2
inch display has been dominant. To differentiate
their own devices, many players try different size,
resolution and technology.
UX Differentiation
As we guess, UX differentiation is the first thing that
players can choose to make a device look different.
Characteristics in 2009
Design The Life
4th Korea Android Seminar
4th Korea Android Seminar
UX Evolution
Just like HTC WM Touch UX strategy, HTC differentiates
its Android Touch phone with evolved Touch UX on top of
Android OS.
HTC Android Roadmap
Design The Life
4th Korea Android Seminar
Design The Life
HTC Hero – Stay Closed
4th Korea Android Seminar
AMOLED & Slimness
Players have no choice but to leverage their own
strength that has been effective in market. Samsung
keeps focusing on hardware and design differentiation.
In addition to that, Samsung’s Touch UX named
TouchWiz joins Android Touch UX evolution.
Samsung Android Roadmap
Design The Life
4th Korea Android Seminar
Youth Message
LG makes use of Android OS in Youth Messaging
Market. Not like HTC and Samsung, LG targets very
specific market and tries to strengthen its brand power in
youth messaging devices.
Motorola also targets Messaging Market with Android
OS. The different thing from LG is to aim the premium
position in overall messaging devices.
LG & Motorola Android Roadmap
Design The Life
4th Korea Android Seminar
The More Performance, The Less Price
Maybe the role model of Acer and Huawei must be HTC
which found the opportunity to expand its business in
the smartphone market.
Acer and Huawei prove the potential of Android platform
that demolishes the barrier of digital manufacturing
industry.
Acer & Huawei Android Roadmap
Design The Life
4th Korea Android Seminar
Design The Life
Competitive Edge Comparison
Design
2008.10
HTC
Dream
HTC
Magic
HTC
Hero
HTC
Tattoo
SS
I7500
SS
T939
SS
I5700
LG
GW620
Moto
MB220
SE
X3
Acer
Liquid
Huawei
PulseModel
Launch
Dimension
(mm)
Display
Camera
Chipset
Battery
(mAh)
USP
2009.04 2009.07 2009.09 2009.06 2009.11 2009.11 2009.4Q 2009.10 2009.11 2009.10Not
Disclosed
117.755.717.1
11355
13.7
11256.214.4
1065514
115.956
11.9
??
12.9
1065512
11458
15.6
1166212
11562.512.5
11663
13.5
HVGA3.2”
3MP AF
MSM7201A
1150
Data
NetworkHSUPA2Mbps
1st
AndroidQwerty
1st
AndroidTouch
MSM7200A
MSM7201A
HSUPA2Mbps
HVGA3.2”
HVGA3.2”
HVGA3.2”
AMOLED
HVGA3.0”
QVGA2.8”
HVGA3.2”
AMOLED
HVGA3.2”
AMOLED
HVGA3.1”
HVGA3.5”
HVGA3.5”
852x4804.0”
Multi Touch
Sense UI
MSM7200A
MSM7225
MSM7200A
1340 1350 1100 1500 15001000 1500 1420 15001350
QSD8250
MSM7201A
QSD8250
8GB1GB
MOTO UI
5MP AF
HSUPA2Mbps
HSUPA2Mbps
HSUPA2Mbps
Multi Touch
5MP AF 5MP AF8MP AF
HSUPA2Mbps
HSUPA2Mbps
3MP AF
Powerful
HW
3D Panel
Not
Disclosed
Acer UIFM
Radio
FM Radio
Sense UI
5MP AF 5MP AF 5MP AF 3MP AF
HSUPA384Kbps
3MP AF
HSUPA2Mbps
HSDPA7.2Mbps
5MP AF
TouchWiz
UI
TouchWiz
UI
Not
Disclosed
Not
Disclosed
Not
Disclosed
Not
Disclosed
Not
Disclosed
Not
Disclosed
The information can be incorrect depending on sources in the internet
CONSIDERATION INANDROID MOBILEPRODUCT PLANNING
Why Android
First of all, we should ask ourselves why Android is
indispensable for a product that we would like to
plan. There should be reasons and advantages to
make use of Android. To answer this question, we
should consider the unique strength of Android.
Expandability
The most powerful aspect of Android is the
expandability of platform. Most of OS has been
limited to mobile devices, but Android can be
adopted to a variety of products like Laptop, Desktop
computer, PMP, MP3 player, Set-Top Box, TV or
Refrigerator and so on.
Consideration in Product Planning
Design The Life
4th Korea Android Seminar
Flexibility
As you know, Android is the Open Source platform.
That means you can modify Android and establish
your own differentiated platform. Even though this
factor is highly related to resources, this help
manufacturers differentiate their devices more
effectively.
SVC Integration
A good example is HTC Hero UX that you saw. By
integrating SNS service into Contact application, it
creates a differentiated user experience and
strengthens its competitiveness. Nowadays many
players think of the way to integrate SNS service into
their UX and applications. But we should consider
who is behind this platform.
Why don’t you leverage various Web services of
Google or the other dominant service provider in
your product more aggressively?
Consideration in Product Planning
Design The Life
4th Korea Android Seminar
DIFFERENCE BETWEENPROPRIETARY ANDOPEN OS PLANNING
Product Concept
Differentiation
Principally Product Concept consists of 4 components
in itself. The main concern of product planners is how
to extract differentiated factors that are bound in the
current technology and appeal to customers.
Differentiation that is directly linked to customers’
value and supports Product Concept is the key factor
to make a successful product.
Design The Life
4th Korea Android Seminar
Value
Differentiation
Technology
Trend / Needs
Differentiation
Proprietary OS
Conventionally Design and Price are the most
important factors when customers consider to buy
products. Proprietary OS product is especially
affected by those factors. Therefore Design comes to
be the basis of competitiveness.
In addition to that, features that support the product
concept are needed to make a whole product concept
and satisfy customers’ needs in a specific segment.
Design The Life
4th Korea Android Seminar
Contents / SVC
User Experience
Software
Hardware
Design / Mechanics
4th Korea Android Seminar
Contents / SVC
User Experience
Software
Hardware
Design / Mechanics
Differentiation
Open OS
Even though Apple doesn’t intend to support Open
OS, Apple has brought the ground which customers
start to expect Open OS. As Apple has educated
customers the capability of downloading applications
in mobile devices and its touch experience, User
Experience and SVC come to be the most important
differentiation factors.
Especially the Web Service integration will be the key
differentiation factor in Open OS products.
Design The Life
CONCEPTUALANDROID MOBILE PRODUCTPROPOSITION
DESIG
NT
HE
LIFE
‘STR
EAM
LINER’
Ind
ustrial D
esign
| Kih
yun
Kim
Prod
uct Plan
nin
g | N
amkook K
im
4th Korea Android Seminar
Streamliner Product Planning
Android & Differentiation
Streamliner follows the principles of basic product
planning. As explained, we should think about the
merits of Android and create the unique selling
propositions with 5 differentiation components.
Based on the utilization of Android, Streamliner
emphasizes on Design, User Experience and SVC
integration especially.
Design The Life
4th Korea Android Seminar
Streamline Design
First of all, the subtle streamline design expresses
its unique and sophisticated entity by itself.
Node UX
Node UX reflects users’ interactive behavior and
automatically arrange the most frequently accessed
people, features and web SVCs on the front UI. This
UX consists of three major axes that are People,
Applications and Web SVCs. In the previous touch
UX, applications are the most important component
on the front UI. But as the mobile phone is mainly for
communications and the importance of SVC is
getting bigger, People and Web SVC are placed at
the same level of Applications.
Cloud SVC
Streamliner tries to leverage Google’s SVC strategy
as much as it can. As the result, Users store many
kinds of data they have on Cloud servers and
synchronize their data on Cloud with different
electronics that adopt Android OS.
Streamliner Product Concept
Design The Life
Streamliner Product Concept
Streamline Design
With left and right side views, you can enjoy
sleek and elegant Streamliner design. It is
enough to fascinate consumers by just
watching this product.
Design The Life
4th Korea Android Seminar
Volume
Menu
Hold
4 Color touch menus
Touch Menus
People, ApplicationsWeb SVCs, Cloud SVCs
Menu
Home Back
4th Korea Android Seminar
Streamliner Product Concept
4Color Touch Menus
Streamliner has 4 unique color touch menus
which characterizes and differentiates its
product concept. They help to accentuate its
differentiated UX concept and beautiful
streamline touch design. They are dedicated to
People, Applications, Web SVCs, Cloud SVCs
in sequence.
Design The Life
4 Color touch menus
Google’s Cloud SVC
Document, CalendarPicasa, youTube, Sync
Menu
Home Back
Streamliner Product Concept
Google’s Cloud SVC
Google’s SVC helps users store their data like
documents, calendars, photos or movies on
the web easily. Streamliner guides users use
Google’s powerful SVC in a mobile device.
Design The Life
4th Korea Android Seminar
Streamliner Design
Design The Life
Streamliner Design
Design The Life
Streamliner Design
Design The Life
4th Korea Android Seminar Design The Life
Display
Camera
HVGA 3.8”
5MP AF
Battery 1500mAh
Dimension
USP
115 x 65 x 10.9 mm
Streamline Design
Color Touch
Node UX, Cloud SVC
Streamliner Specification
Design The Life
Contacts
THANK YOU
top related