|
Mobile Phone Handset Design and Marketing |
Background
The mobile handset market is both dynamic and competitive. A mobile handset manufacturer and their design company wanted to know more about consumer reactions to handset design as part of the development process for a new product.
Objectives
The research sought: to explore the role of handset design in the purchase of a mobile telephone; to identify key preferences and requirements in handset design; and to explore reactions to specific elements of 3 alternative designs.
Approach
A series of group discussions was held amongst both ‘experienced’ mobile phone users and people interested in buying a mobile phone in the near future. A variety of products currently available were used to identify priorities in features, and design concepts were fed into the group to assess them against these priorities.
Outcome
Consumers found the entire process of selecting a mobile phone system, tariff and handset very confusing. Specific design elements had to be used carefully in order not to lose potential customers in the decision-making or lose the value of the brand’s distinctive characteristics. The design company used the findings to inform future product development. The handset manufacturer used them in its overall marketing effort.
|
Case Studies