tablet computer for education - hec mba marketing project
DESCRIPTION
TRANSCRIPT
Apple Tablet Computer for EducationMarketing Assessment ProjectES2-A2
Introduction, Goals and Research ApproachMikhail Turilin
Tablet Computer
Why education?
Why Apple?
http://www.systemshootouts.org/mac_sales.html
Growing market momentum
Revolution experience
Apple Tablet
iPhone 2006
Goal #1 How can education process benefit from
tablet computer?
What impact could Apple brand have on the education
market?
Any other ideas?
Apple Tablet Computer
Education Market
Goal #2Features?
Pricing?Users?
Product line? Scenarios?
Barriers?
Success factors?
Secondary Data Analysis
Focus Group 1
Survey 1 Focus Group 2
Survey 2Apple Tablet PC
Education Market
Goal #1 Goal #2
ES2-A2Research Approach
Secondary Data AnalysisAngela Chen
History
1994 1998 2002 2007
Tablet PC technology chasm
Innovators
Early
Adopters
Early
Majority
Late
Majority
Laggards
Tablet PCsSm
artp
hone
s
MP3 players
Laptops
Desktop
Chasm
© Geoffrey Moore
Influencers
Apple iPhone
HP Touchsmart tx2
Axiotron Modbook
Current Applications
Outdoor Industry
Medicine Graphics
Benefits for education
Education experts opinion:
Create multimedia content: record voice and stylus interactions
Grading: erasing and rewriting comments
Lecture: switch between presentation and white board
Remote team work: internet learning sessions and group assignment
Focus Group 1Frederic Dumazert
Review of the objectives following the market research
Understand the trend of the TPC market
Understand the potential of TPC in the education process
What role can Apple have on this market
Marginal market share concentrated on vertical markets
Countless application exemples
Notebook trend
Iphone success
Can the role of TPC in education increase the
market share
Why?
Impact of mobility trend
Impact of IPod like touch
screen
Role of Apple’s Brand equity
Focus group 1Getting experience
4 participants
Homogeneous group
General conversation without mention of TPC from the moderator
General start with the use of IT in HEC
Answers focused on network, cloud computing and value of the electronic content stored.
Use of computer for assignments and note taking
PC are not convenient to write assignments and to read content.
Importance of Mobility, link between notebook and Iphone
Mobility is more function of the network than the device used.
Iphone and notebook are different products.
Potential usage of Tablet PC
Negative feeling towards stylus
Could help to build more convenient applications
Need of a “break”
Review of the objectives
Understand the trend of the TPC market
Understand the potential of TPC in the education process
What role can Apple have on this market
Marginal market share concentrated on vertical markets
Countless application exemples
Notebook trend
Iphone success
Can the role of TPC in education increase the
market share
Why?
Impact of mobility trend
Impact of IPod like touch
screen
Role of Apple’s Brand equity
Survey 1Frederic Dumazert
I don’t want to buy another TPC 1 17%
I don't mind to go back to a normal laptop 2 33%
I would definitely purchase another TPC 3 50%
Electronic survey 1/2IF YOU ARE A TABLET PC USER, what would be your choice if buying a new Laptop:
IF YOU ARE AN IPHONE OR IPOD-TOUCH user (or other touch screen device), is using a the touch screen created the need to use a tablet PC?
Using this Apple product doesn't change my expectations towards my laptop.
22 41.5%
May be some of the touch features of the IPhone/ITouch would be convenient on my laptop.
22 41.5%
After using iPhone/iTouch I think that my laptop needs a touchscreen.
9 17%
Electronic survey 2/2IF YOU DON'T USE ANY TOUCH BASED DEVICE, Would you be interested in buying a TPC?
Would you trust Apple to create useful applications using touch screen technology?
9%
63%
28%
Not at all interestedMay be interestedReally interested
81%
16%3%
No, I would not trust AppleMay beYes, I would trust Apple
First conclusions
Understand the trend of the TPC market
Understand the potential of TPC in the education process
What role can Apple have on this market
Marginal market share concentrated on vertical markets
Countless application exemples
Notebook trend
Iphone success
Can the role of TPC in education increase the
market share
Why?
Impact of mobility trend
Impact of IPod like touch
screen
Role of Apple’s Brand equity
Focus Group 2George Philip
Focus Group 2 - The Apple Tablet Laptop?
FG1 established a clear need for more mobility access, iPod Touch like features, new applications and features for Education market
Is there a place for Apple in this tablet business?
What is the general perception of Apple and expectations from them for such a product?
What else is needed to make a clear and strong entry and presence in this market?
FG2 - Composition, Ground Rules & Discussion guideline
Group composition: 7 members (4 men, 3 women; 3 expert users, 4 normal/intermediate users; 4 Mac & 3 PC users; India - 2, US - 2, Latin America - 1, Asia - 2)
2 Moderators: 1-Structured questions, 2-Exploratory & Context based questions
Discussion Outline: Usage scenarios, Product features, Apple brand perception, Additional needs & Pricing
FG 2 - Tablet Concerns, Drawbacks & Needs
Need better support for sharing & collaborating with
multiple input types
Multiple input types not supported on leading
productivity applications
Risky - Since back-up features seem complicated
& expensive
Converting Hand-writing to regular text - OCR
Tablets are significantly underpowered & need more
storage capacity
Most tablets are significantly overpriced
Most tablets are not stylish nor sturdy
Need 1 portable device for all needs. Synchronizing
multiple devices not favoredTablets need to be more
Reliable
Need better ways to organize all different content
Need new and more powerful software to enable seamless content creation
More ways to create & share content
Focus Group 2 - Idea Board
Product Features
Usage Scenarios
Apple Brand
Pricing
Free-hand Drawing
Hand-written Notes
Productivity On-the-go
Multiple types of inputs
Non-traditional scripts
Organized notes
Synchronized content
Easy content creation
Finger-based input
Stylus input
Collaborated working
Automated back-up
Aesthetic Appeal
Power & Performance
Optical Character Recog.
More App./Tool Support
Clear Brand Identity Positive Market Reaction
Premium for Apple Tablet Feature Premium +200€
Focus Group 2 - FindingsNeed for seemless easy-to-use mobile content creation with hand-written, typed, voice, image, video, graph with bundled OCR and supported by all leading commercial productivity applications
General market perception of Apple as being more stylish and the Mac as a more reliable and easy-to-use operating system and hence an overall positive outlook on Mac tablet laptop.
Most significantly, most people feel that in the future there will be no tablet PC, just tablet features as extension to Apple-Mac laptops and hence price premium should be minimal or not at all.
Survey 2Joanna Wright
Survey #2
The Apple Brand is the Key
Ideal product - no conjoint analysis
Focus on 2 of the 4 P’s- Price and Product
Sample
Questions
AppleTablet Computer
2.Price
1.Weight
3.Display size
4.Features5.Light version
7.Scenarios
6.Power version
8.Barriers
Results
(Q1) Weight: 1.39 kg
(Q2) Price: 1161 €
(Q3) Display size: 13.3”
(Q4) What features of the Tablet Macbook are required or preferred?
0%
17.5%
35%
52.5%
70%
Camera Cell modem Water Durable Video phone Scanner DVD
Not necessary Required Preferred
(Q5) Would you pay extra 300 EURO to faster Tablet Macbook with hard drive higher capacity?
Don’t know33%
Yes36%
No31%
(Q6) Will you pay extra 400 EURO for slightly slower Tablet Macbook that weight 40% less?
Don’t know20%
Yes14%
No66%
(Q7) For what purpose could you use Tablet Macbook?
0%
25%
50%
75%
100%
Note taking Blackboard Sharing Content Creation Reading Internet DVD
Never Often Not often
Interpretation of Results
Ideal Macbook Tablet:
Camera, Durability and DVD
Sand and Water Protection, GPS and Cellular Modem also somewhat interesting
Usage: Note taking, Blackboard, Content Creating,
Reading, Internet and DVD
More Power
ConclusionsMikhail Turilin
Tablet Computer is good for education
ManyScenarios
UserEnthusiasm
Touch-screenConceptApproval
Better design
Better usability
Full life-cycle vs features
Breakthrough
Apple brand is essential
Tablet Computer must be main (single) computer
Students don’t want to sacrifice any laptop features
Students need keyboard
Students will watch video and DVD
Existing software is not enough
What we found:
MacBook Tablet
Product Line
Feature Macbook Tablet Macbook Tablet Pro
CPU Standard High performance
Hard disk drive Standard Bigger capacity
Display 13.3”13.3”Weight 1.8 kg*1.8 kg*
Features
CameraDurable
Video phoneDVD
CameraCellular modemWater protected
DurableVideo phone
Blue-Ray
Price € 1199 € 1599
... one more thing
Apple iNote
Note Taking Search Handwriting
Pictures
Formulas
“Notebook”metaphor
Spreadsheets
Success Factors
All features built-in - can be used as standard computer
Default touch-screen capabilities will create market for handwriting software
Having touchscreen by default will break “uncertainty” barrier and prove that technology is mature enough for mass market
Mac Tablet PC will outperform Windows-based Tablet PCs in in 1 year
Questions?