Windows Phone 8 “Beautifully designed, uniquely yours.” Pulak Mittal, James Lee, Sue Lim, Barbara Kim, Ran Geng, Jessica Chen
Jan 11, 2016
Windows Phone 8“Beautifully designed, uniquely
yours.”
Pulak Mittal, James Lee, Sue Lim, Barbara Kim, Ran Geng, Jessica Chen
Social ProfessionalsAge: post-college (25-30)
Needs: convenience, speed, social integration
Characteristics: success oriented, strong desire to stay connected, work-life balance, price sensitive Are they?
Self Loving HipstersAge: college and young adults(18-23)
Needs: customizability, phone to be a reflection of self, desire to share experiences
Characteristics: does not conform to the mainstream, looking for the next big thing, individualistic
Positioning: Social ProfessionalsStrategic Corporation Partnership
Opportunities with corporations switching out of black berries and with corporations switching to the new Windows 8 platform
Social professionals consider purchasing windows phone and perceive it as good as android
Windows phone can facilitate and help social connection within the corporation
Introduce apps like the “Wallet” which keeps all reward cards, coup and credit cards in one convenient place
Positioning: Social ProfessionalsBusiness Corner
Appeal to young professionals through pitching the Business Corner (parallel to Kids Corner)
This allows multiple home pages to separate work-life from personal-life related tiles for better organization
Takes the best of both worlds (no need to have a Blackberry and a personal phone) and retains connectivity for the young professional
Windows Phone does not want to be perceived as a business only phone– emphasize that it can be catered to the consumer’s different life stages Other customizable corners available?
Positioning: Self Loving Hipsters Cool Functionalities Further push customizable live tiles to this
group– this group values phones as a form of self expression
Push on cool camera features like Nokia city lens and filters
Emphasize SkyDrive and the convenience of uploading their individualized experiences to social media
Pitch that xBox Music has a global catalog of 30 million songs and features Smart DJ playlists based on the music they love.
Positioning: Both Segments
huluBe on popular shows: Modern Family, Family Guy, Gossip Girl (for Business people) Be on trendy shows: Project Runway, new shows-pilots, retro shows (Tom and Jerry, Teenage Mutant Ninja Turtles)
Further segment by functionality– “which ad experience would you prefer” I think you need to explain this better o have a better nameFeature celebrity icons: social professional (Harvey Spectre), self loving hipsters (Adam Levine, Pentatonix)
Create interactive ads: allow users to play around with Windows8 interface within the ad because data shows trying the phone increase favorability
Create a more relatable storylineswhich continue throughout the show at every ad
Messaging: Social ProfessionalsJanet is a young professional trying to develop her career.
She is in meetings all day and has her Windows phone switched to business tiles only
Janet stays at work until 11PM working. She does not answer non-business related texts and does not have time for her
personal life
With Windows Phone, Janet can have a work AND a personal life “room” (home page) to cater to her need to be a social
connector while still maintaining professionalism
She can call “best friend” and talk to her mom who is vacationing in Europe and maintain what is important in her personal life
(maintain balance)
Messaging: Self Loving Hipsters
Steve loves music. He often attends free concerts at the park and has a taste for all things indie (not a big fan of apple)
He looks for an alternative phone from the Android. He chooses the Windows phone because it has high
customizability. He fills his live tiles with things he uses and cares about most
At the park concert, he and his friends want to take pictures they can Instagram. The WP will allow him to take consecutive shots and
replace “I wasn’t ready” parts of the picture
He can sync everything that he has recorded on his through SkyDrive and automatically post onto Instagram and Facebook for
his friends who couldn’t make it to the concert
Thank you!
AppendixQualitative QuestionsS.W.O.T. AnalysisQuantitative ResearchPerceptual MapSecondary ResearchEthnographyPsychographic AnalysisCorrelation AnalysisChi-squared AnalysisANOVA Tests
Interviews – Qualitative Questions1. What made you purchase this phone? / Why did you switch to this phone? 2. How much do you know about other smart phones / Why do you think your phone is better or different? 3. Can you show me some of your favorite features of the phone? 4. What is your primary purpose for your phone? 5. Take me through your day of how you interact / use your phone. 6. What features do you want in your next phone? / How would you improve this phone? Are there any key missing features?---- show Windows Phone -----7. Has your perception changed about Windows phone? 8. What are some features of Windows phone that is interesting to you? 9. Would these features make you interested in purchasing this phone and why?10. Would you be interested in purchasing this phone in the future? (after your contract is expired or when you need to change the phone) 11. If you saw someone with a Windows phone, what perception do you have about the person?
Class Qualtrics
87.6% MBA students were persuaded by friends or families when buying a new phone.
72% of undergraduate students were persuaded by friends or families when buying a new phone.
Interviews – Qualitative Results
• Summarized here
S.W.O.T. AnalysisStrengths:
Compatible with other MS products
MS office 97% Market Share
User familiarity with MS products
Large amount of financial resources to sustain growth
Large customer base from X-Box Live
Weaknesses: Inability to market
innovative products successfully
Rigid development parameters for 3rd party developers
Still developing the app market
Opportunities: Large, nearly untapped
Mobile Gaming Market Existing Zune and
previous Windows Mobile customers
High growth potential for business phone users
Super Bowl Ads
Threats: Bad reputation in
smartphone market Nintendo’s push into the
Mobile Gaming market Constant innovation from
other OS models (iPhone & Android)
Conflicts with Google
Quantitative Research (MBA data)
Android OS Blackberry Samsung's OS(Bada)
iOS Symbian Windows Phone OS
Other0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Quantitative Research (MBA data)Impression of OS
Android OS Blackberry Samsung's OS (Bada)
iOS Symbian Windows Phone OS
Other0
50
100
150
200
250
300
Quantitative Research (MBA data)
Android OS RIM Samsung (Bada)
IOS Symbian Windows Phone OS
Other0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Which OS would you Recommend How likely you would recommend your current phone to a friend or colleague?
Average: 7.76/10
Quantitative Research (Survey data)
Recommen
dations
New an
d impro
ved fe
atures
Ability t
o sync d
evice
Rebate
from M
icroso
ft
Ability t
o end co
ntract
early
Media
buzz
Product
demo
Rebate
from em
ployer
Wouldn't s
witch
Other
Nothing would be r
equire
d0
50
100
150
200
250
300
Requirements to switch to Windows Phone OS
Quantitative Research• There was plenty of interesting data in the quantitative research
initially collected – MBA data and class survey data• However, the implications of the data were rather bleak
– Low purchase intention of Windows Phone OS– Low impression/favorability– Fairly low level of recommendation to friends
• And post-questionnaire survey data indicated that recommendation from friends/family is (one of) the most important requirements to switch to Windows Phone OS
• Some of our qualitative survey findings were more interesting for targeting and positioning strategies
• In order to get a better understanding of some of the factors we were interested in learning more about, we conducted our own Qualtrics survey (sample size 143)
Quantitative Research
• Overall distribution of our Qualtrics data
White
Native
American
or Alas
ka Nati
ve
Black o
r Afri
can Ameri
can Asian
Pacific Is
lander
Other0
40
80
120
Racial Distribution
Married Single Divorced Separated Widowed Living with partner
0
20
40
60
80
100
120
140
160
Marital Status
Quantitative Research
• Overall distribution of our Qualtrics data
Yes No0%
20%
40%
60%
80%
100%
120%
Do you have a child?
Series1Les
s than
$15,000
15,000 to $24,999
$25,000 to $34,999
$35,000 to $49,999
$50,000 to $74,999
$75,000 to $99,999
$100,000 to $124,999
$125,000 to $149,999
$150,000 to $199,999
$200,000 to $249,999
$250,000 or more
70
3 8 715 12 13
1 5 5 6
Income Distribution
Quantitative Research
• Overall distribution of our Qualtrics data
Adverti
sing a
nd PR
Aerosp
ace an
d defense
Automotive
Chemica
ls
Consumer
products
Consulting
Diversi
fied m
anufac
turing
Energ
y
Finan
cial se
rvice
Health
care
Internati
onal tra
de
Media
and en
tertai
nment
Mining/Mate
rials/
Constructi
on
Public inter
est
Real e
state
Tech
nology
Telec
ommunications
Transp
ortation
Trave
l and hosp
itality
Utilities
Profes
sional
Servi
ces
Other, plea
se sp
ecify
0
5
10
15
20
25
30
35
40
45
Career Aspiration
Quantitative Research
• Majority of these users had IPhones but the distribution of Apple users increased with the complementary products (ipad, ipod, mac).
42%
36%
2% 6%
1% 11%
2%
Distribution of OSApple Android Symbian WindowsBlackberry Non Smartphone Other
Apple
Android
Symbian
Windows
Blackb
erry
Non Smart
phoneOther
0%
10%
20%
30%
40%
50%
60%
70%
Users further segmented
PC usersIpod UsersGeneralIpad UsersMac Users
Quantitative Research
• As seen in the previous slides, doing our own survey, and distributing it to our friends had one key drawback:– Skewed sample set!
• Thus though our research (explained on following slides) gave us much more interesting conclusions, we must take it with a grain of salt due to the homogeneity of our survey takers
Quantitative Research
• These respondents ranked Office Integration as the most important attribute of the phone. However, we wanted to research more into what their primary attributes are.
Touch
Scree
n
Keypad
Weig
ht
Scree
n Size
Battery
Life
Design
Price
Camera
quality
Scree
n Clarity
(Pixe
ls)
Socia
l Netw
ork Integ
ration
Internet
Spee
d
Sync w
ith Google
Office Integ
ration
4.797.1 6.66 6.22
4.51 4.88 5.087.35 7.37
9.45
5.91
10.1711.5
Attribute of Phone
Quantitative Research
• Most important attributes of the Phone
Quantitative Research
• Second most important attributes of the Phone
Quantitative Research
• Third most important attributes of the Phone
Quantitative Research
• The main reason users switched phones was the termination of contract
finished with the contract
42%
influenced by a friend6%
affordability6%
design18%
other27%
Reason for Switching the Current Phone
Quantitative Research
• Our data says that 77% of our surveyors have heard of Windows Phone before.
77%
23%
Have heard of Windows PhoneYes No
Quantitative Research
• The overall perception of the Windows Phone
Quantitative Research
• Insight 1: Windows Phone has a multi-dimensional perception - “businessy”, fun, creative and tech savvy
Business
y
Fun an
d Creative
Tech
Savv
y
Exciti
ngSo
cial
Sophisti
cated
Cheap
Other
6458
50
23
41
30 28 31
Perception of Windows Phone
Quantitative Research
• Interestingly, people who have not heard of the Windows Phone before have a perception that the phone is more Business Oriented.
• People who have heard of the Windows Phone have the perception that the phone is more Fun and Creative
Business
y
Fun an
d Creative
Tech
Savv
y
Exciti
ngSo
cial
Sophisti
cated
Cheap
Other
22
4
11
2
79
4
9
Perception of Windows Phone (have not heard of WP)
Business
y
Fun an
d Creative
Tech
Savv
y
Exciti
ngSo
cial
Sophisti
cated
Cheap
Other
42
54
39
21
34
21 24 22
Perception of Windows Phone (heard of WP)
Quantitative Research
• Insight 2: Non-smartphone, blackberry and android users are less loyal than iOS users to their original operating system
Quantitative Research
• Insight 3: Demonstrating the phone plays a significant role in driving consumers’ purchasing behavior
Based on t-test and ANOVA analysis attached in appendix
Quantitative Research
Influencers76%
Non-Influencers24%
Techies
Influencers 29%
Non-Influencers 71%
Non-Techies
• Insight 4: Techies are a main source of WOM influencers
Qualtrics for Perceptual Maps
• Data based on 146 respondents regardless of their current OS• Consumers are asked to select their ratings for the speed, camera
resolution, applications and convenience of all four OS’s
Perceptual Map• The perceptual attributes are linear, making it a necessity to improve the
consumers’ perceptions for all attributes• Speed, convenience and camera resolution are under-perceived
• With the low price advantage, Windows Phone has a higher marginal benefit to increase the perceptual attributes (e.g. speed, camera resolution)
• Windows phone has a disadvantage on the ACTUAL quality and quantity of applications
Perceptual Map
Qualtrics Questions for Perceptual Maps
Additional Perceptual Maps
Secondary Research
We conducted secondary research into the positioning of the competitors in the entire market
• Android– Advertisements are largely positioned as anti-Apple.– Wide range of devices, aiming at the entire smartphone
market (diversity in price, feature set, etc), but no consistent branding of the OS.
• Blackberry– Catered to business needs. Seamless email
synchronization, with a strong sense of professionalism and efficiency
– Once a staple for business professionals. Now losing relevance, declining market share
Secondary Research
• Apple– Quality over price – lifestyle product for wealthy
people– Positioned as a fashion statement– High degree of “control” over the experience from
Apple
• Feature Phones– Market share largely based on price– No particular marketing positioning across
non-“smart” phones– High degree of simplicity – targeted towards the
older segment of the market
Ethnography
• We simulated the experience of a customer walking into mobile carrier stores with various consumer mindsets
Ethnography
• Consumer specifically interested in Windows Phone– Sales people only talk about “integration”, but don’t
demonstrate– If interest in WP is indicated, sales people don’t push further
and introduce more cool features to induce customer to BUY it– Don’t show people that they can edit Microsoft files, camera
resolution, choices of colors– AT&T
• Features shown/mentioned: Live tiles, People, Nokia City Lens, offline map, sync with Windows 8
– Verizon• Features shown/mentioned: Live tiles, People, integration with skydrive
and Windows 8• Sales person reiterated that Windows Phone application market is not
developed enough
Ethnography
• Consumer looking for any type of smart phone– Sales people are biased to what phone they like– Despite WP being a relatively new phone, sales people tend to
push for more popular phones like Android or the iPhone– Don’t necessarily highlight the best qualities of the phone– AT&T
• Salesperson noted that WP was her favorite smartphone, but took her repeated probing for her to actually start talking about the Windows Phone.
• Salesperson specifically said that she would recommend “iPhone for beginners of smart phones”
– Verizon• Only briefly mentioned the Windows Phone before quickly switching to the
Android phone.• When asked favorite phone type: sales person answered Android phone.
Spent the majority of the time explaining the variety of different Android phones.
Through Psychographic Analysis of class interview data,
we determined 3 factors
The 3 factors are the following:
Psychographic Analysis
Psychographic AnalysisIn order to confirm our hypothesis, we ran
Psychographic Analysis on our own qualtrics, we determined 4 factors
The 4 factors are the following:
Correlation AnalysisWe ran Correlation Analysis of the factors and
users’ attitudes
Correlation Analysis
However, the Correlation Analysis of the Qualtrics survey contradicted our hypothesis
Chi-Squared Analysis on Consideration (Consider Purchasing)
T-Tests on Purchase Intention
ANOVA on Purchase Consideration