MARKET RESEARCH

01.11.2010

Pasi Saukkonen

Andrea Sarvia

Background – ADP

A mobile schooling timetable for students

” The first mobile schooling timetable in the mass markets that students can download easily and

access everywhere”

Research questions

What is the macroenviroment we are operating?

Is there demand for our product within university students?

How much would students pay for our application?

Approach

Macroenvironmental analysis

Qualitative research

User (customer) queries

Distributed via social medias

Conclusions with graphs

Analyzed with GoogleDocs and statistical methods

MACROENVIRONMETAL CHANGE – Possibilities and Threats

Political Economical SocialTechnologica

lEcologic

OPPORTUNITY

Students as customers and developres states/towns/ institutions iniatives

Our consepts universality

Unlimited global markets

Trend sensitive customers

Lack of centralized schooling tt

Less common timetables

More difficult for students to master their time

”One have others want” phenomenon

The future role of the mobile phone

Universal supportive end-devices (Nokia phones)

People move, data transfers

THREATNo political barries

Confined to Nokia

First-mover

Little recources

Customers paiyng capacity

Students abided by old habits

Big diffusion threshold

Too little supportive end-devices (in Fin.)

Reluctance to adapt new tech.

COMPETITION ENVIRONMENT - THREATS AND OPPURTUNITIES

CUSTOMERS CURRENT COMPETITORS

POSSIBLENEW

ENTRANTS

SUB-SUPPLIERS

OPPURTUNITY GlobalYoung and adaptiveProne to marketingUniversal needsCheap priceHuge marketChance to sell our app to schools

Low competition intensity (iTable)Not as effective user-experiencesOnly individual applications (no communal features) New things in big org. Do happen slowlyFirst moversCheap price

Current ambition to compete relatively lowHave not yet discovered the potential (the need)Become a leader in this market

Optimal supply chainFrom web directly to customerNo external costsEase of useAds

THREAT StingyUnwilling to payPassive without push (marketing)Student could find our app unuseful before try it

Highly expertised and financedHuge resources

Easy to copy and utilize the existing user base (big Corp.)Aggressive if succesfullBig Corp. Could make a better app and advertise it better

Downloaded from OVI-store Limited to Nokia phones (and certain models)

Analyzing Markets – findings 1/3

University Students in FinlandTotal aprox. 300 000

168500

121000

14000

University

UAS

Metropolia

The use of mobile devices among young people has grown significantly

Mobile phone’s purposes of use are to grow in the future

Young people are apt to these changes

Questionnaire

What kind of a mobile phone you have?Model? (leave empty if you don't know)Do you think that it would be useful to have

an application in your mobile that would let you view and modify your school timetable in real-time?

Would you download this application for 1 € or 2 € ?

Findings 2/3

85 responses of which 51% Nokia phones

Findings 3/3

Usefulness 79%

Willing to pay 39%

Significance

Cluster sample – each cluster representative of the population.

Cost effective but needs larger sample to acquire the same level of precision

Coverage, Nonresponse, sample and measurement errors

Significance

• Closeness to unknown population parameter can be estimated calculating the confidence interval

• Stated in terms of level of confidence

• Level of confidence: 95%

• Formula

Population parameter (intrest to our product) with 95% certainty lies in between the (73%, 84%)

Correspondingly the willingness to pay (1€ or 2€) with 95% certainty in between (29%, 49%)

n

p)p(1Zp

Benefits of our research

Convincing results for our case company They started to believe in our product

Good – even not perfect – price indicator

There is actual demand for our product in the markets

Learning experience

Showed the usefullness of internet distributed queries (cheap and effective)

Social medias excellent channel to distribute queries

However, surveys confidentality must be argued

Statistical methods useful in analyzing Case companies find market researches and

figures important