Permission granted to cite, copy and distribute with attribution - Dr. Phil Hendrix - immr - www.immr.org Keys to Success for Keys to Success for Innovative New Mobile Devices Innovative New Mobile Devices – Perspectives from immr Perspectives from immr September 2010 Dr. Phil Hendrix Founder and Director, immr and GigaOm Pro Analyst www.immr.org 1 (770) 612-1488 [email protected]
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Keys To Success For New Mobile Devices, Dr. Phil Hendrix, immr, Sept. 2010
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1 Permission granted to cite, copy and distribute with attribution - Dr. Phil Hendrix - immr - www.immr.org
Keys to Success for Keys to Success for Innovative New Mobile DevicesInnovative New Mobile Devices– Perspectives from immrPerspectives from immr
September 2010
Dr. Phil HendrixFounder and Director, immr and GigaOm Pro Analystwww.immr.org1 (770) [email protected]
6 Permission granted to cite, copy and distribute with attribution - Dr. Phil Hendrix - immr - www.immr.org
immr Research on New Mobile Devices
Here are links to forthcoming and recent immr research on Mobile Devices:
v If we build it, will they come? Consumer Demand and Preferences for Tablets in the iPad Era, to be presented at the iPad and Tablet Conference, Oct. 6, 2010, San Francisco. http://www.ipadandtablets.com/index.php (for more information, contact Dr. Phil Hendrix at immr)
This presentation summarizes the results of market research examining consumers’ preferences and propensities to buy tablets. Using Choice Modeling, we examine a wide range of Tablet features and configurations, showing (i) which features are “must haves,”(ii) appeal and demand for various configurations, (iii) price elasticity and other important insights. We also discuss the implications for OEMs hoping to capitalize on this phenomenon and emulate the iPad’s success.
v The M in MIDs Stands for Mobile, immr Thought Leader Survey on Mobile Internet Devices, 2008 (study co-sponsored by GigaOm, GSMA and InMobile). Download at http://www.immr.org/1/immr_mids_summary.pdf
v Consumers’ Perspectives on Mobile Internet Devices, excerpts from Qualitative Research. View excerpts at http://www.immr.org/1/MIDs/MIDs.htm
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About immrSweet Spot New-to-Market (NTM)
Products, Services and Business Models
� We help companies understand and capitalize on the crucial, vexing question –“how can we identify, anticipate, and predict what customers will value and buy?” even when they have yet to experience it.
Focus ICT (Information, Communications, and Technology); Healthcare and Insurance
� We work primarily with companies leveraging new technologies and business models and can (usually) translate products described in arcane, technical terms and jargon into realistic concepts.
Markets Consumer and B2B � We conduct research in consumer as well as B2B markets.
Experience Our Clients � We work with both market leaders and emerging companies, typically on an on-going basis. This allows us to understand their business and contribute more fully.
Issues We Address � While our focus is on innovation and marketing, we often address closely related issues (e.g., segmentation, positioning/branding, customer retention, etc.)
Project Scope � Our projects vary in scope from small, exploratory research to large, multiple-phase projects that combine qualitative, quantitative, and market trials.
Methodologies Qualitative � Although qualitative research is by nature subjective, clients find our approach, style, and results highly effective. While we do traditional focus grous (typcially mini-groups), in most of our projects we conduct highly revealing, in-depth, individual (IDI) interviews.
Quantitative � We employ a combination of rigorous quantitative research tools developed for and uniquely well-suited to new-to-market and new-to-customer products, services, and business models
Delivery Collaborative, client-focused
� We work closely with clients to (i) leverage their capabilities, (ii) adapt as new learning, issues, and imperatives emerge; and (iii) help them succeed.
Value-add Perspectives, Insights, and Recommendations
� As researchers with a “consultant’s perspective,” we believe that understanding and anticipating prospective buyers’ behavior are key to successful innovation. In addition to the research findings, we add significant value by contributing insights, ideas, and recommendations and facilitating dialogue with client teams.
9 Permission granted to cite, copy and distribute with attribution - Dr. Phil Hendrix - immr - www.immr.org
Dr. Phil Hendrix – Bio
Dr. Phil HendrixDirector, immrwww.immr.org+1 (770) [email protected]
Dr. Phil Hendrix is the founder and director of immr, a research and consulting firm focused on “very new” product and market opportunities, and an analyst with GigaOm Pro. He specializes in helping organizations identify, verify, and capitalize on opportunities for products that are new-to-customers and very often new-to-market. Dr. Hendrix has developed perspectives and research-based tools to uncover customers’ unmet needs, reveal hurdles slowing adoption, trigger interest and accelerate purchase, and determine features and pricing to maximize market penetration. He has extensive experience adapting and applying research approaches, both qualitative and quantitative, to amplify weak market signals and help clients innovate successfully.
Phil has led significant engagements with numerous startups (such as Company.com) and multiple business units of Fortune 100 clients in telecommunications (AT&T, Verizon, Sprint, Sony Ericsson, and others), financial services (American Express), transportation (UPS), insurance (Allstate, United Healthcare), healthcare (Meridian Health, US Oncology), and others. He has worked closely with senior management and client project teams on issues ranging from “traditional marketing” (segmentation, positioning, branding) to innovation, user experience, and customer retention. Over the course of his career, Phil has helped clients conceive and successfully launch dozens of new products, businesses, and brands. He has extensive experience in B2C and B2B (SMB) markets. He is also a frequent speaker at industry and academic conferences.
Phil brings a unique combination of academic rigor, strategic perspective, and hands-on experience to his work. Before founding immr, Phil was a partner with DiamondCluster (strategy and technology consultancy), founder and head of IMS (Integrated Measurement Systems), and a principal with Mercer Management Consulting. He has held faculty and research positions at Emory University and the University of Michigan, where he taught courses in research design and analysis, buyer behavior, and marketing strategy, and the Survey Research Center at U. of Michigan. After receiving his PhD in marketing from the University of Michigan, Dr. Hendrix completed post-doctoral studies in applied statistics and mathematical psychology.
Overview and excerpts from Phil’s recent publications are available at Slideshare (www.slideshare/pehendrix), with additional information available at www.immr.org and GigaOm Pro.