microsoft mobiles next phone feature rmd
TRANSCRIPT
What should Microsoft
Mobile’s next phone
features be?
17-12-2014
Presentation Flow
1. Background
2. Parameters & Techniques
3. FGD Analysis
4. Questionnaire Data Analysis
1. Cluster Analysis
2. Factor Analysis
5. Interpretation
6. What does the data says
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Background
Android has seen an increase in global smartphone market share whereas
Microsoft Mobile (erstwhile Nokia) and Apple’s iOS saw a decline.
Now we, Microsoft Mobile, want to gauge what exactly is Android platform
doing correctly which is being widely accepted vis-à-vis other brands.
So in this market research assignment we attempt to understand where
Microsoft Mobile is lagging in comparison with Android phones.
So these would become the areas of improvement for Microsoft Mobile while
launching subsequent mobiles.
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Parameters & Techniques
Parameters
Age
Usage (How dependant are you on
your phone?)
First time buyer, repeat buyer
Income
Willingness to spend on new
mobiles
Gender
Techniques
Qualitative
Focus Group Discussion
Quantitative
Questionnaire
Combined questionnaire on
Hardware & Software features.
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Focus Group Discussion Analysis
Age group of respondents 19-21 years
They prefer Non Microsoft mobile having Android OS because:
Reference from friends
More number of applications
Less costly phones
Respondents feel that the above things are not provided by Microsoft/Nokia
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Questionnaire Data and Analysis
Total respondents = 100
Analysis used
Cluster Analysis
Factor Analysis
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Analysis (Cluster Analysis of All Samples)
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Interpretation 1 2 3 4
Age 19-25 26-35 26-35 19-26
Gender Male Male Male Male
Willing to spend 30k+ 10-18k 5-10k 10-18k
Low Weightage • VPA
• Music Store
• Games
• VPA
• Home Screen
• External
Mem
• Music
• Games • VPA
• Apps
• Games
Fair Weightage • Office
• Internal
Memory
• Apps
• Music
• Camera
• Social
Network
• VPA
• Camera
• Internal
Memory
• Home screen
• Office
• Camera
High Weightage • Home Screen
• Battery
• RAM
• Call
• Social
Network
• Battery
• RAM
• Call
• Office
• Home Screen
• Office
• Music Store
• Battery
• Call
• Social
Network
• Music Store
• Call
• Music
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Analysis of 10-18k Price range users
Sample = 45
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Interpretation 1 2 3 4
Screen Size 4 - 4.5 4 – 4.5 4 – 4.5 4 – 4.5
Screen Type Super Amoled Super Amoled Super Amoled Super Amoled
OS Windows Android Android Android
Low Weightage • VPA • VPA
• Home Screen
• External Mem
• Music
• Social
Network
• Games
• Music Store
• Apps
• Games
Fair Weightage • Internal
Memory
• Apps
• Music
• Camera
• Games
• Camera • VPA
• Camera
• Internal
Memory
• Home screen
• Camera
• VPA
High Weightage • Home Screen
• Battery
• RAM
• Call
• Social
Network
• Office
• Music Store
• Battery
• RAM
• Call
• Apps
• Home Screen
• Office
• Battery
• Call
• Social
Network
• Music Store
• Call
• Music
• Office
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FACTOR ANALYSIS
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FACTOR ANALYSIS
All the Variables have correlation with the factors as listed below-
Hardware:
CAMERA
INTERNAL MEMORY
EXTERNAL MEMORY
BATTERY
RAM
Software:
VPA (Voice Personal Assistance)
HOME SCREEN
OFFICE SUITE
MUSIC STORE
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One-Way Anova Test
VARIABLES SIG.
INCOME INTERNAL MEMORY 0.036
INCOME BATTERY 0.010
INCOME CAMERA 0.008
OPERATING SYSTEM MUSIC STORE 0.044
OPERATING SYSTEM OFFICE SUITE 0.123
OPERATING SYSTEM RAM 0.011
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Analysis (One-Way Anova)
Across all the income groups Mobile Phone Hardware factor have the same
High impact on the buying behavior.
Software factors might vary across different income groups in terms of their
significance.
For different types of operating system we have a mixed significance level
across Hardware and Software’s.
Consumers using Windows or Android platform might differ in terms of
hardware and software requirement
Common variables which are highly significant with different Operating
system consumers are
Music Store
Office Suite
RAM
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What does the data says?
Current Microsoft Windows mobile users are happy with
the features provided by Microsoft
Other OS users have high liking towards Dynamic Home
Screen and Office Suite provided by Microsoft
Microsoft needs to improve on Apps base
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What does the data says?
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