a330med course work 3 sample

8/9/2019 A330MED Course Work 3 Sample

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Table of ContentsAbstract...................................................................................................................................................3

I. Introduction ....................................................................................................................................4

a) Existing Problems........................................................................................................................5

b) Solution ....................................................................................................................................... 6

II. Product Planning.............................................................................................................................9

a) Product Innovation .....................................................................................................................9

b) Potential Competitors................................................................................................................. 9

c) Market study.............................................................................................................................11

III. Product Specification ................................................................................................................13

a) Customer Needs........................................................................................................................14

b) Matrices Used ...........................................................................................................................15

c) Final Product Specification........................................................................................................17

IV. Product Life Cycle......................................................................................................................18

I. Product Development Time ......................................................................................................18

II. Product Life Cycle......................................................................................................................20

I. Product Development Phase ................................................................................................ 20

II. Introduction Phase................................................................................ ................................20

III. Growth Phase.................................................................................................................... 20

IV. Maturity Phase.................................................................................................................. 21

V. Decline Phase........................................................................................................................21

V. Business Analysis...........................................................................................................................22

a) P.E.S.T. ANALYSIS ......................................................................................................................22

Political situation...................................................................................................................22

Social analysis........................................................................................................................24


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Technological analysis...........................................................................................................25

b) S.W.O.T. Analysis....................................................................................................................... 25

VI. Final Product Summary............................................................................................................. 27

VII. References and Bibliography .................................................................................................... 28

VIII. Appendix ...................................................................................................................................30

a) Individual Contributions............................................................... Error! Bookmark not defined.

b) Survey Questionnaire................................................................... Error! Bookmark not defined.


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Abstract

Over here we are talking about developing an innovative product and discuss about its

development processes. Besides that, we will look into customer needs and try to satisfy it.

We will be analyzing the internal and external environment by using the PEST and SWOT

Analysis so that we will recognize that the Business Management and Product Design are

closely connected. The steps are as follow: identification, analysis and problem solution.

These tools that we made use of is to analyze the competitiveness in the business

environment both nationally and internationally so that newly designed product can be

introduced. With the structured methodology in planning, designing and introducing our new

product, we will be able to make sure that it will have a successful product life cycle and we

are looking on the opportunity to extend it.


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I. Introduction

The consumer product that we will be working on will be mobile phones. Almost everybody

in the world make use of this telecommunication device to communicate among themselves

over a network. Mobile phones are very much different with cordless phones because for

mobile phones, there is no distance limitations whereas for cordless, you wont be able to

communicate clearly once the handset is too far away from the base station. Most mobile

phones connect to a cellular network owned by a mobile network operator mainly Singtel,

MobileOne (M1) and Starhub. Besides communicating through voice, mobile phones are

able to provide multi-functional features. They provide additional services such as Personal

Digital Assistant (PDA), Video, Bluetooth, Multimedia Messaging (MMS), 3.5G, Camera,

Wireless Fidelity (WIFI), Global Positioning System (GPS), MPEG-1 Audio Layer 3 (MP3)

and Short Messaging Service (SMS). Recently they have released the 4G that aims to

provide broadband wireless access too.

Mobile phone provides many purposes. We use it in the event of emergency, doing business

and also to stay in touch with family members and friends. Some people may even own a

second phone for business or personal use and some may have multiple SIM cards for

various purposes. Mobile phones are divided into different categories such as Smart phone,

camera phone, music phone and a basic phone. The most commonly used feature in a

mobile phone is the SMS text messaging and there are many other software and

applications that are accompanied with it. Now it even offers job search, career consultation,

banking services etc. From here we can see that consumer application is on a rise and

widely available but has anyone thought of the power supply?

The power in mobile phones is obtained from rechargeable batteries and the various ways to

charge a battery includes AC adapter, USB etc. Although there has been a rule from GSM

Association for standardizing the way of charging a mobile phone which is to use a Micro-

USB connector and reports also shows that it is much more energy efficient as compared to

existing chargers. After saying so much, do you realize that what has been mentioned above

all requires power? As the additional services, software and applications increases, the

power consumption increases as well. In the past, manufacturers made use of nickel metal-

hydride batteries then later on they make a switch to lithium ion batteries as they are much

lighter and currently, manufacturers has adopted the lithium-polymer batteries for its

lightweight and the possibility to make the battery in various shape as compared to the


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previous cuboids shape and that is why we will be making use of this new battery to extend

the battery life of mobile phones.

a)Existing Problems

Many people are using mobile phones nowadays and some even replace their home

telephone line with a mobile phone instead due to their portability. However the main issue is

still with the power of the mobile phone. It will only remain portable when it has sufficient

power. That is why many people are facing the problem of low battery whenever they need

their mobile phones and most of them are trying all ways out to make their battery last longer

and to prolong the battery life.

Many people suggests to turn the phone off when you are sleeping or after working hours,

some suggests to turn off the vibration, backlight, refrain from using unnecessary featuresand even to keep calls short. They can go up to the extent of turning off the infrared, GPS,

WIFI, and Bluetooth and also ask you to use GSM instead of 3G. Let me ask you the

following questions:

1. What if you cannot hear your ringtone and yet you turn off the vibration mode?

2. What if you have problem seeing the screen and yet you switch off the backlight?

3. What if you are on a very boring trip and yet you are unable to use the features in

your mobile phone?

4. What if you need to make an urgent call regarding your work and yet you have tokeep your call short?

5. What if you need to transfer some documents from your mobile phone to your laptop

and yet you switch off your infrared and Bluetooth?

6. What if you lost your way and you need to use the GPS and WIFI to navigate your

way out and yet you switched them off?

We believe nobody likes their mobile phones to be at the state of Low Battery. Just imagine

that if you are waiting for an important phone call/SMS and your mobile phone dies on you.

Dont you feel irritated?

This scenario happens to us before and we seem very uneasy without a working mobile

phone because nowadays more and more people are getting very reliant on their mobile

phones and that includes us. Frankly speaking we dont charge our mobile phone everyday

but some people do. This shows exactly how is the battery life of most mobile phones out


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there in the market. At times you may even forget to charge your mobile phone and you

need it immediately and yet you are unable to access to a charger.

Below will be two real life examples on how much they hate Battery Low:

Figure 1 Mobile phone turns off when texting somebody

(Source: Facebook (n. d.) i hate "battery low!" [online] available from [11 April 2010])

Figure 2 Mobile phone die two times a day

(Source: Facebook (n. d.) I Hate "Battery Low" [online] available from

[11 April 2010])

b)Solution

Having heard so many problems faced by the users, we decide to come out with an

innovative product which will be able to resolve all the problems mentioned above or at least

double the battery life as compared to the current duration. Our product name will be In-Built

Auto Switch Dual Battery. All the mobile phones in the market only come with one battery by


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default unless you purchase another spare battery on your own. All of us understand that the

particular battery that it comes with has a limited talk time even it is fully-charged. This

applies especially to those users that will be on the phone most of the time and also to those

users that make use those energy hungry features very often. These two groups of user will

definitely experience a very rapid low battery signal and that is why I think the product that I

am innovating will benefits these two groups of people especially.

The concept of our product will be to build in a secondary battery that will sits together with

the current one and once the primary battery runs out of power, the mechanism will do an

auto switch to the secondary battery without interrupting the users work. This will work

similarly like the Uninterrupted Power Supply (UPS) of a computer system. User do not have

to worry about losing their unsaved work due to battery empty or being interrupted during

their game play when the battery is in critical condition. One condition of doing that will be to

adopt the lithium-polymer batteries so that we will be able to construct the battery into

various shapes to make it compatible for various brands and models of mobile phones.

Other than that, it is also lightweight and this battery will not add on unnecessary weight to

the current mobile phone. We will be taking Palm Pre as my product example and it can be

applied on other phone too (after modification).

The following figure will show the exploded view of Palm Pre and we will be focusing on the

battery and the communication PCB to suggest how the additional battery can be attached.

Figure 3 Palm Pre Exploded View

(Source: iSuppli (n. d.) Palm Pre Teardown Analysis - Exploded View [online] available from

[11 April 2010])


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Figure 4 Palm Communication PCB

(Source: Ryan Kairer (n. d.) iFixIt Tears Down the Pre and Touchstone [online] available

from

[11 April 2010])

Figure 5 Battery Sitting Position

(Source: Doug Berger (n. d.) The Palm Pre has a removable battery [online] available from

[11 April 2010])

We are suggesting adding in

another connection to battery just

on top of the current one for the

secondary battery that we will be

attaching.

We will be discussing with

the manufacturer to make

the original battery

slimmer so that an

additional battery can sit

right on top without adding

too much bulkiness


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II. Product Planning

a)Product Innovation

We will be looking at an existing technology of lithium-ion battery for mobile phones and

apply innovation onto it by increasing its Energy Density. In doing so, we will achieve a

mobile phone battery that is half the size of its predecessor while providing the same energy

storage capability as the bulkier counterparts. Two of this innovative battery designs shall be

installed in each mobile phone one as the main power source for the device and the other

as a back-up power source. The next step would be to develop a miniature switch circuit

an existing technology that we plan to utilize and integrate into this back-up battery project -

that would be responsible for switching the cell phone units power connection from battery 1

to battery 2.

b)Potential Competitors

The auto-switching dual-battery shall be an innovative product that is aimed to enter the

marketplace as a first-of-a-kind product. It will be the only mobile device battery that offers a

half thicker size as of current offerings but with twice the power and at the same time

provides a back-up system in times of emergencies. However, this does not mean that the

auto-switching dual-battery will have no competitors in the market. As other manufacturers

are having their own innovations, we see the following products that may be competitive to

the auto-switching dual-battery system:

Cellboost

Cellboost is a disposable battery pack that comes in many sizes and applications.

One of which is for mobile phones and other mobile devices. It utilizes the

technology of ordinary batteries but packaged in a sealed container with the

appropriate connector for the device in need of boost. It is designed for

emergency power requirement at times when the user is caught in a situation

where there is no charger or power available to charge his/her mobile device. This


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is pretty much what auto-switching dual-battery product is looking after, although

Cellboost is a bit limited in terms of time of usage as it promise to deliver up to only

one hour of power.

Sanyo Eneloop

Sanyo Eneloop is a battery that combines the advantages of a disposable battery

and a rechargeable battery. The advantage of disposable battery is its readiness in

time of need, you just unpack one and install it in your device and use it right away.

On the other hand there is the advantage of re-usability of rechargeable batteries

which the disposable is not designed for. As Sanyo put it:

For the first time in battery-history it has been possible to combine the advantages

of rechargeable batteries with the advantages of disposable batteries.

Historically disposable and rechargeable batteries had their individual advantages

which were impossible to combine.

(Source: Sanyo eneloop (n. d.) What is eneloop? [online] available from

[23 April 2010])

Hand-Crank Cell Phone charger

This device is a portable generator that required human power by rotating a lever

and is able to provide enough power for its built-in emergency LED flashlight and a

DC output to charge a mobile device like a cell phone. Here is a short note from the

retailers website:

Multi-function dynamo flashlight & Nokia cell phone charger, no batteries required.

Excellent for emergency use.

Just rotate the swing arms for 1 minute you will have 20 minutes of continuous

bright light for 5 super bright white LED. Or rotate for 3 minutes to charge your cell

phone for 8 minutes talk time.

This device can be considered to be competing to the auto-switching dual-battery

system as it provides relief from loss of battery charge of a persons mobile phone

during emergencies a feature that auto-switching dual-battery system provides.


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c) Market study

In todays competitive environment, one cannot be too careful in making business

decisions, especially for a product innovation project that will utilize limited resources

such as funds. To be able to understand the market, we have conducted a survey from

current mobile phone users and gauge their interest in a new product that will be slightly

thicker but will deliver twice the power.

Our respondents for this survey, as it turned out, were from the age group of 26-35 years

of age, and are professional individuals and both genders equally represented. From the

first questions, we can see that most users utilize their phones for many different

applications; however, calling and SMS/MMS are the top two uses.

Figure 6 Question 1

On the other hand, if users would be asked to choose between each mobile phone functions,

we see the result leaning towards BLUETOOTH and WIFI among the most chosen function


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from the rest. These are two of the most power-hungry functions of the mobile phones which

this is giving us indication that mobile phone users demand more from their units in terms of

applications that has implications on their cell-phone battery usage.

Figure 7 Functions Ratings

Even when majority of the mobile phone users practice a habit of charging their units each

day, a staggering 80% of the users still experience a dead-battery phone scenario as can be

seen from these two graphs. With these data, we can see that there is an unmet need by the

end-users for an alternative to having a dead-battery phone. This is where our product can

exploit the opportunity by offering a solution of a second power source (a second battery) for

one charging only.


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Figure 8 Question 5

The question of whether the consumers would be willing to use a product that solves the

problem of dead battery at a trade-off for a slightly thicker phone is clearly answered by this

survey result:

Figure 9 Question 6

III. Product Specification

We are interested to develop a secondary in-built auto switch battery for the mobile phonemarket although many battery manufacturers are selling high capacity batteries but often

these batteries are very expensive. We are targeting consumers that are more concern with

price and their mobile phone battery life. We want to broaden the sales of our innovated

battery so we will be spending a lot of time identifying customer needs. We will have to

spend time working with the mobile phone manufacturers and dealers because they are the


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one who have assembled the list of customer needs. Over here we will present a method for

establishing product specifications. We are not going to make use of complicated software.

We are just going to use the spreadsheet software that everyone is familiar with to come out

with the matrices.

a)Customer Needs

I have previously discussed that this innovation is to resolve the problems that are

encountered by many users. I have identified what the customer need and went ahead to

propose this idea to satisfy the customers needs and requirements. I am pretty sure that this

product is focused on the need of the customer and all the information provided above are

facts based. I will be adopting the customer-needs framework to properly proceed with the

development with this product. The following figure shows how customer-needs framework

is related to other development process:

Figure 10 Customer-Needs Framework

(Source: Karl T. Ulrich, Steven D. Eppinger (2000) 2nd edn. ed. by Jill Braaten Product

Design and Development. United States: McGraw-Hill Higher Education)

In order to fulfil customers needs, I need collected raw data from them for further

interpretation and that is why I am able to identify what are their primary and secondary

needs as well as who I am targeting. With all the consolidated data on hand, I will have more

confident in building a value-added product and ensure that the quality of the product is not

being compromised. The main mission of this innovation is to resolve the problem of Low

Battery frequently with the help of my In-Built Auto Switch Dual Battery. My business goal

is also very clear. Hopefully this product can be launched in the fourth quarter of 2010 and

my aim is to capture at least 15% of the mobile phone market by 2012. Our product primary


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consumer will be those business personnel and teenagers while our secondary consumer

can be anyone that holds a mobile phone. This shows the flexibility of this product.

b)Matrices Used

In the figure below you will see a list of customer needs. We will develop a set of

specifications precisely based on the details stated.

No Need Imp

1 In-built auto switch battery reduce the frequency of charging 3

2 In-built auto switch battery easy switch between battery 2

3 In-built auto switch battery instant switch when battery flat 5

4 In-built auto switch battery should be firmly attached 3

5 In-built auto switch battery should preserve the characteristic of the phone 3

6 In-built auto switch battery remain rigid even if phone if dropped 4

7 In-built auto switch battery is lightweight 4

8 In-built auto switch battery fit wide variety of mobile phones 5

9 In-built auto switch battery is easy to install 4

10 In-built auto switch battery instils pride 1

11 In-built auto switch battery is affordable 4

12 In-built auto switch battery will not corrode 5

13 In-built auto switch battery easy access 3

14 In-built auto switch battery lasts a long time 3

15 In-built auto switch battery safe to use 5

Figure 11 Customer needs for the in-built auto switch battery and their importance

The product specification does not tell us what to do to meet the customer needs but it gave

us a gauge on what the customers are looking for and what we have to do. In order to have

an idea on how to design and engineer our product, we have to establish this product

specification so that we state out precisely all the measurable details that our product has to

do to be commercially successful. We will reflecting on the customer needs stated above

and differentiate our product from the competitors and we will make sure that it is

economically and technically realizable. We are going to establish our product specification

by making use of the needs-metrics matrix. This particular matrix will reflect directly the

degree to which our product meets the customer needs. This is what we meant by


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transforming customer needs to a set of precise and measurable specification. The following

figure will show the list of metrics created.

Metric No. Need Nos. Metric Imp.1 1 Capacity preload 3

2 5, 7 Total weight 3

3 1 Min. time of battery life 3

4 2, 6, 13 Mobile phone adjustment 3

5 14 Cycles to failure 3

6 8 Battery sizes 5

7 9, 13 Time to assemble 4

8 10 Instil pride 1

9 11 Unit manufacturing cost 4

10 2 Time to disassemble 211 15 Industrial Standard Test 5

12 2, 3 Uninterrupted Power Supply 4

13 2, 3 One-click switch button 4

14 4, 6, 8 Precise measurements 4

15 7 Use lightweight materials 4

16 8 Compatibility Test 5

17 9, 13 Step by step user guide 4

18 12 Use high quality material 5

Figure 12 List of metrics for the battery

The figure above is also known as the target specifications. It represents the aspirations and

hope of the development team. These specifications are developed before knowing the

technology constraint. Some of the specifications here may not be met. The following figure

shows you the needs-metrics matrix.


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Figure 13 Needs-Metrics Matrix

c) Final Product Specification

From our research, there is no technological constraint and the expected product cost is

within budget. There is not much refinement to be made as these are all desirable

characteristics of our product and below we present our product final specification.

No. Metric

1 Capacity preload

2 Total weight

3 Min. time of battery life

4 Mobile phone adjustment

5 Cycles to failure

6 Battery sizes

7 Time to assemble

8 Instil pride

9 Unit manufacturing cost

10 Time to disassemble

11 Industrial Standard Test

12 Uninterrupted Power Supply

13 One-click switch button

14 Precise measurements


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15 Use lightweight materials

16 Compatibility Test

17 Step by step user guide

18 Use high quality material

Figure 14 Final Product Specifications

IV. Product Life Cycle

The product life cycle represents the time when the product is launch until its decline stage

which leads to withdrawal of the product. There are certain phases that the product will go

through and these phases help the organization to plan better so that they know when they

should introduce a new product and when to withdraw a particular product. Before that, the

product development takes time and it is often broken into tasks represented using the Gantt

Charts.

I. Product Development Time

The Gantt chart will show which tasks must be completed before other task can start. The

Gantt chart can overlap for convenience purposes because some of the tasks are not

dependent on each other. The figure below shows the product development time.

Figure 15 Project Schedule (Gantt chart)


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Next we will be representing both the dependencies and timing on the PERT Chart. Each

block is labelled with its task and duration. The figure below shows the PERT Chart.

A Receive and accept spec.

B Concept generation/selection

C Design beta battery

D Produce beta battery

E Develop testing program

F Test beta battery

G Design production battery

H Design mold

I Design assembly equipment

J Purchase assembly equipment

K Fabricate molds

L Debug molds

M Certify battery

N Initial production run

Figure 16 PERT Chart with Critical Path

Those with the thicker lines are actually the critical path which means the longest chain of

the project. It is important to identify it because if any of these tasks are delayed, it will affect

and increase the project duration. All other paths also consists slack which means even

there is a delay in a particular task, it may not affect the project duration.


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II. Product Life Cycle

Basically there are five stages in the Product Life Cycle which is the product development

phase, product introduction phase, product growth phase, product maturity phase and lastly

product decline phase.

I. Product Development Phase

At the moment, we are still at the development phase. We are beginning to develop this new

product idea. In the process, we are transforming all the bits and pieces of information and

incorporating them into our new product. As mentioned in the previous section, our product

will need to go through a lot of changes and modification during the development phase

before introducing it into the market. At this point, the sales are zero so there wont be any

revenue. During this period, we are spending the most with no returns at all.

II. Introduction Phase

At this phase, it is the time to launch our product. When we are launching this product, we

want to make sure that it will create a huge impact on the market. Once the impact is good,

sales will automatically boost up. At this point we will be spending a lot of money on

promotion and advertisement. We will be planning to distribute our product widely around the

island and we will be making plans to venture overseas as well. We are prepared to spend a

substantial amount of money during this stage and we know that we will only get back a

minimal amount of it back. We will pay special attention to the price of our product and we

will make our pricing policy more aggressive so that our product is more competitive.

III. Growth Phase

This is the time to show the public what we have to offer. We will be our products offerings

for all the supported mobile phones on the market and differentiate our product from rest by

introducing to them the speciality in our product. At times we will make some modification so

that this will discourage our competitors from copying our product and offer the same


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products like us. As our products are growing, we have to make sure that we are efficient

enough to cope with the situation. We have to make sure that our products are always

stocked up and available as well as provide excellent customer service. If we are able to

manage a good pricing and discount policy, we will be able to gain customer confidence.

IV. Maturity Phase

The market may exist various products that may provide the similar features. Competitors

are definitely coming out with alternative products. No doubt that during this period, we will

me making the most revenue from the product. However, we need to introduce new brand

and renew our models more frequently. As competition arises, we will make amendments to

our pricing and discount policies too. During this stage, we no longer promote to get new

customers but instead we will be changing our scope to differentiating our product in terms

of quality and reliability.

V. Decline Phase

We will be withdrawing our product from the weaker market during this phase. At this point,

we should have another new product ready to be launched so that our product life cycle can

be extended. Therefore we will need to have a very strong development team as well as a

very good marketing strategy. If we are able to upgrade our product or replace our product

with a new product, then the termination of the existing product will not be much of an issue.

This is what we expected but we understand that many products do not follow the usual

shape of the product life cycle as shown below.


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Figure 17 Product Life Cycle

(Source: NetMBA.com (n. d.) Product Life Cycle [online] available from

[22 April 2010])

V. Business Analysis

It is essential that we review the factors that we review the many factors that may affect

the launch of the auto-switching dual battery product into the market to ensure its success.

We begin by looking into the macro-environmental analysis of the business and intended

country where this will be launched by using the P.E.S.T. analysis. Later on we will co-

relate this with the micro-environmental factors of the product by using the known

S.W.O.T. analysis to clearly mark out the possible prospects and risks of launching the

auto-switching dual battery product.

a)P.E.S.T. ANALYSIS

Political situation

The mobile phone and its accessories like the battery are under the oversight of the Ministry

of Information and Communications Authority of Singapore. Although the government does

not directly intervene with manufacturing processes, certain regulations and legislations can

be put into place that might affect the business of mobile phone batteries. This is especially


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true now that election is around the corner and new leadership might point a new direction.

For the mean time, however, things are looking good as the government increases its

support to enterprises with reduced corporate income tax from 18% to 17%.

(Source: Janus Corporate Solutions Pte Ltd (n. d.) Singapore Income Tax, Singapore

Corporate Tax [online] available from [23 April 2010])

The NEA is overseeing battery disposal procedures and promotes recycling drives to the

public and business sectors alike. Policies and disclaimers have to be drafted down to make

sure that this product does not run across any problem with this agency. So far, the agency

is very supportive having seen minimal problems in battery disposal in Singapore.

Economic situation

Last year, Singapore economy entered into a recession that prompted the government to

pump stimulus funds to help dampen the impact of the global crisis. This year, however, the

Singapore economy is looking optimistic having been able to get out of the recession earlier

than expected. This optimism is shared by many industries including consumer electronics.

Consider the industry forecast by the business monitor below:

Industry Forecast ScenarioThe Singapore consumer electronics

market is worth US$3.2 billion in 2010

and is forecasted to swell into US$3.7

billion in 2014.

In this amount, communications

equipment such as mobile phones

account for about 10% with a strong

growth profile that follows the trend until

2014.

Consumer Electronics Demand (US$mn)2008-2014f

e/f = estimate/forecast. Source: BMI

Figure 18 Consumer Electronics Demand


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(Source: Business Monitor International Ltd (n. d.) Singapore Q2 2010 (Industry Forecast

Article) [online] available from [23 April 2010])

With this data projecting growth in consumer electronics, it can be said that the market

presents a good opportunity for introducing dual-battery auto-switching project.

Social analysis

The social environment in Singapore is one that is vibrant, as well as stable and peaceful.

Although a heterogeneous society, this hybrid regime country having democracy and

authoritarian elements (Source:


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Technological analysis

Singapore is an attractive business haven for many multi-national corporations mainly due to

its investment in technological infrastructure in many facets of its economic governance.

Information Technology is one of the predominant benefactors of that infrastructure

investment. As a result, Singapore is one of the countries in the world with the fastest

broadband connection not only in offices but also in its households. As a result, internet

connection is becoming (if not already is) an integral part of the lives of majority of

Singaporeans. This dependence is also being translated to wireless connections and mobile

devices. As such, the state of technology in Singapore presents an opportunity for the auto-

switching dual-battery product as more and more people rely on their mobile devices for

many applications.

b)S.W.O.T. Analysis

STRENGTHS

1. Reduced frequency of charging

2. Twice the battery capacity

3. Automatic back-up switching

4. Longer battery life-cycle

5. Cost-effective

6. Safe

WEAKNESSES

1. Thicker than usual batteries

2. Bulge on the back of the phone

3. More expensive than conventional

battery

OPPORTUNITIES

1. Innovative technology

2. Instils pride of ownership

3. Dependence of population to wireless

devices

THREATS

1. Substitute products:

a. Sanyo Eneloop

b. Cellboost

c. Hand-cranked cell phone battery


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4. Tech-savvy population charger

2. Super-capacitor

Figure 19 SWOT Analysis

The auto-switching dual-battery will enjoy a great number of advantages over the

competition thanks to its numerous strengths. The feature of Reduced frequency of

charging and Twice the battery capacity will be welcomed by end-users who are not a fan

of frequent charging. On the other hand, the features Automatic switching to back-up

battery and Longer battery life-cycle are a convenient addition to the advantages that the

consumers would enjoy. On top of these, the innovative product is made cost-effective andsafe to use. By banking on these advantages, the company can enjoy a place in the market

for mobile phones and accessories.

However, there are a few disadvantages that this product presents like being thicker, more

expensive than ordinary batteries and the unlikely aesthetic feature that it will present to the

mobile phone. These are the factors that the company should manage to lessen the impact

of the disadvantages. In the survey conducted, however, we can see that there is statistically

far more people who would consider a slightly thicker battery in exchange for twice the

power.

The auto-switching dual-battery is facing many opportunities as it is an Innovative new

technology that the Singapore populace would readily embrace. Singaporeans are known to

be one of the people that are eager to have what the latest market is offering which the

company can bank on. Furthermore, their dependence to wireless devices as a means for

getting by their day-to-day lives presents a good opportunity to address their battery power

needs.

As the auto-switching dual battery product is an innovative unit, it will be one-of-a-kind in the

market that will not have an equal competitor. The threat for this product, therefore, will

come from the substitute market offerings such as Sanyos Eneloop battery and Cellboost

instant battery that is useful for emergency and the cumbersome hand-cranked cell phone

charger for emergency purpose as well. Another substitute to this product would be the

super capacitor this is a new technology development in the electronics component field

that could soon overtake the battery industry as it mature in the near future.


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VI. Final Product Summary

From this innovation on improving battery life on mobile phones, we are able to recognize

that Business Management and Product Design are closely connected, both relating to

identification, analysis and problem solution.

We have also demonstrated knowledge of the core concepts of marketing, considering the

customers requirements, product value and quality and the financial implications of design

decision.

We have selected the suitable tools to analyze the competitive business environment, both

designed nationally and internationally so that our newly designed product can be

introduced.

In this innovation, we applied a structured methodology to the planning, design, and

introduction of our new product and from what is being explained throughout this whole

report, we discussed on our product development processes and identify the customers

needs and work towards satisfying it. Not forgetting to analyze the environment internally

and externally through the PEST and SWOT Analysis. Last but not least, the product life

cycle gave us a gauge on how to analyze the product life and how it the product matures

together with new technology. It reflects on the change in customers as technology matures.


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VII. References and Bibliography

Printed Source

1. Karl T. Ulrich, Steven D. Eppinger (2000) 2nd edn. ed. by Jill Braaten Product Designand Development. United States: McGraw-Hill Higher Education

2. John Mateo (2010) A330MED Product Development Strategies. Singapore: Auston

Institute of Management & Technology

Electronic Source

1. MobileOne Ltd (n. d.) M1 [online] available from

[11 April 2010]

2. Facebook (n. d.) I Hate "Battery Low" [online] available from

[11 April 2010]

3. Facebook (n. d.) i hate "battery low!" [online] available from

[11 April 2010]

4. iSuppli (n. d.) Palm Pre Teardown Analysis - Exploded View [online] available from

[11 April

2010]

5. Ryan Kairer (n. d.) iFixIt Tears Down the Pre and Touchstone [online] available from

[11 April 2010]

6. Doug Berger (n. d.) The Palm Pre has a removable battery [online] available from

[11 April 2010]

7. Andrew Lim (n. d.) Extend your mobile phone's battery life [online] available from

[11

April 2010]

8. Wikipedia (n. d.) Mobile phone [online] available from

[11 April 2010]

9. Shining Lion (n. d.) Mobile Phone Functions [online] available from

[11 April 2010]

10. Markdotnet, Alan J, Bex (n. d.) How to Make Your Cell Phone Battery Last Longer

[online] available from [11 April 2010]


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11. Varun Krish (n. d.) Guide to Survive on Low Mobile Phone Battery [online] available

from [11 April 2010]

12. QUICKONLNETIPS (n. d.) 12 Easy Ways to Extend Mobile Phone Battery Life

[online] available from [11 April 2010]

13. CNET (n. d.) Sony Ericsson W800i Spec [online] available from

[11

April 2010]

14. GSM Arena (n. d.) Palm Pre - Full phone specifications [online] available from

[11 April 2010]

15. Palm USA (n. d.) Palm USA | Palm Pre Phone | Features, Details [online] available

from [11 April 2010]

16. NetMBA.com (n. d.) Product Life Cycle [online] available from

[22 April 2010]

17. Sanyo eneloop (n. d.) What is eneloop? [online] available from

[23 April 2010]

18. Janus Corporate Solutions Pte Ltd (n. d.) Singapore Income Tax, Singapore

Corporate Tax [online] available from [23 April 2010]

19. Business Monitor International Ltd (n. d.) Singapore Q2 2010 (Industry Forecast

Article) [online] available from [23 April 2010]

20. Marketing-interactive.com (21 April 2008) Singaporeans' love for online social

networking surpasses major overseas markets [online] available from

[29 April 2010]

21. The Heritage Foundation (n. d.) Index of Economic Freedom World Rankings [online]

available from [29 April 2010]

22. Wikipedia Web Encyclopaedia on Politics of Singapore


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VIII. Appendix


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a330med course work 3 sample

Documents