kandroid 4th seminar design the life 22 oct2009

ANDROIDMOBILE PRODUCT

PLANNING

Design The Life | Namkook [email protected]

2009 제4회 Korea Android 세미나

Contents

Android Mobile Products in Market

Consideration in Android Mobile Product Planning

Difference between Proprietary and Open OS Planning

Conceptual Android Mobile Product Proposition

ANDROIDMOBILE PRODUCTSIN MARKET

Design The Life

40.9 Million Units

“Smartphone sales were strong during the second

quarter of 2009, with sales of 40.9 million units in line

with Gartner's forecast of 27 per cent year-on-year sales

growth for 2009.”

Forecast Android in 2012

“Android OS will jump to 14.5 percent in next three years

and will be the second-most-used smartphone OS by

2012.”

- Gartner

Smartphone OS Market Share

ANDROID2 %

http://www.gartner.com/it/page.jsp?id=1126812http://www.afterdawn.com/news/archive/19809.cfm

SYMBIAN51 %RIM

18.7 %

APPLE

13.3 %

MS 9 %ETC

6 %

4th Korea Android Seminar


Design The Life

12 Models are announced

Since HTC Dream has been available in market,

various manufacturers introduce Android smartphones in 2009

Android Smartphone

Various Players

HTC are eager to lead the android market with

abundant devices. The other player who would like

to seize the market must be Samsung. Interestingly

we can see Acer and Huawei as new players.

Volume Driver

With the help of chipset price reduction, many

players try to secure more volume with mid-tier

devices.

Display Differentiation

In the beginning of the market, HVGA(480x320) 3.2

inch display has been dominant. To differentiate

their own devices, many players try different size,

resolution and technology.

UX Differentiation

As we guess, UX differentiation is the first thing that

players can choose to make a device look different.

Characteristics in 2009

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UX Evolution

Just like HTC WM Touch UX strategy, HTC differentiates

its Android Touch phone with evolved Touch UX on top of

Android OS.

HTC Android Roadmap

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HTC Hero – Stay Closed


AMOLED & Slimness

Players have no choice but to leverage their own

strength that has been effective in market. Samsung

keeps focusing on hardware and design differentiation.

In addition to that, Samsung’s Touch UX named

TouchWiz joins Android Touch UX evolution.

Samsung Android Roadmap

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Youth Message

LG makes use of Android OS in Youth Messaging

Market. Not like HTC and Samsung, LG targets very

specific market and tries to strengthen its brand power in

youth messaging devices.

Motorola also targets Messaging Market with Android

OS. The different thing from LG is to aim the premium

position in overall messaging devices.

LG & Motorola Android Roadmap

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The More Performance, The Less Price

Maybe the role model of Acer and Huawei must be HTC

which found the opportunity to expand its business in

the smartphone market.

Acer and Huawei prove the potential of Android platform

that demolishes the barrier of digital manufacturing

industry.

Acer & Huawei Android Roadmap

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Competitive Edge Comparison

Design

2008.10

HTC

Dream

HTC

Magic

HTC

Hero

HTC

Tattoo

SS

I7500

SS

T939

SS

I5700

LG

GW620

Moto

MB220

SE

X3

Acer

Liquid

Huawei

PulseModel

Launch

Dimension

(mm)

Display

Camera

Chipset

Battery

(mAh)

USP

2009.04 2009.07 2009.09 2009.06 2009.11 2009.11 2009.4Q 2009.10 2009.11 2009.10Not

Disclosed

117.755.717.1

11355

13.7

11256.214.4

1065514

115.956

11.9

??

12.9

1065512

11458

15.6

1166212

11562.512.5

11663

13.5

HVGA3.2”

3MP AF

MSM7201A

1150

Data

NetworkHSUPA2Mbps

1st

AndroidQwerty

1st

AndroidTouch

MSM7200A

MSM7201A

HSUPA2Mbps

HVGA3.2”

HVGA3.2”

HVGA3.2”

AMOLED

HVGA3.0”

QVGA2.8”

HVGA3.2”

AMOLED

HVGA3.2”

AMOLED

HVGA3.1”

HVGA3.5”

HVGA3.5”

852x4804.0”

Multi Touch

Sense UI

MSM7200A

MSM7225

MSM7200A

1340 1350 1100 1500 15001000 1500 1420 15001350

QSD8250

MSM7201A

QSD8250

8GB1GB

MOTO UI

5MP AF

HSUPA2Mbps

HSUPA2Mbps

HSUPA2Mbps

Multi Touch

5MP AF 5MP AF8MP AF

HSUPA2Mbps

HSUPA2Mbps

3MP AF

Powerful

HW

3D Panel

Not

Disclosed

Acer UIFM

Radio

FM Radio

Sense UI

5MP AF 5MP AF 5MP AF 3MP AF

HSUPA384Kbps

3MP AF

HSUPA2Mbps

HSDPA7.2Mbps

5MP AF

TouchWiz

UI

TouchWiz

UI

Not

Disclosed

Not

Disclosed

Not

Disclosed

Not

Disclosed

Not

Disclosed

Not

Disclosed

The information can be incorrect depending on sources in the internet

CONSIDERATION INANDROID MOBILEPRODUCT PLANNING

Why Android

First of all, we should ask ourselves why Android is

indispensable for a product that we would like to

plan. There should be reasons and advantages to

make use of Android. To answer this question, we

should consider the unique strength of Android.

Expandability

The most powerful aspect of Android is the

expandability of platform. Most of OS has been

limited to mobile devices, but Android can be

adopted to a variety of products like Laptop, Desktop

computer, PMP, MP3 player, Set-Top Box, TV or

Refrigerator and so on.

Consideration in Product Planning

Design The Life


Flexibility

As you know, Android is the Open Source platform.

That means you can modify Android and establish

your own differentiated platform. Even though this

factor is highly related to resources, this help

manufacturers differentiate their devices more

effectively.

SVC Integration

A good example is HTC Hero UX that you saw. By

integrating SNS service into Contact application, it

creates a differentiated user experience and

strengthens its competitiveness. Nowadays many

players think of the way to integrate SNS service into

their UX and applications. But we should consider

who is behind this platform.

Why don’t you leverage various Web services of

Google or the other dominant service provider in

your product more aggressively?

Consideration in Product Planning

Design The Life


DIFFERENCE BETWEENPROPRIETARY ANDOPEN OS PLANNING

Product Concept

Differentiation

Principally Product Concept consists of 4 components

in itself. The main concern of product planners is how

to extract differentiated factors that are bound in the

current technology and appeal to customers.

Differentiation that is directly linked to customers’

value and supports Product Concept is the key factor

to make a successful product.

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Value

Differentiation

Technology

Trend / Needs

Differentiation

Proprietary OS

Conventionally Design and Price are the most

important factors when customers consider to buy

products. Proprietary OS product is especially

affected by those factors. Therefore Design comes to

be the basis of competitiveness.

In addition to that, features that support the product

concept are needed to make a whole product concept

and satisfy customers’ needs in a specific segment.

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Contents / SVC

User Experience

Software

Hardware

Design / Mechanics


Contents / SVC

User Experience

Software

Hardware

Design / Mechanics

Differentiation

Open OS

Even though Apple doesn’t intend to support Open

OS, Apple has brought the ground which customers

start to expect Open OS. As Apple has educated

customers the capability of downloading applications

in mobile devices and its touch experience, User

Experience and SVC come to be the most important

differentiation factors.

Especially the Web Service integration will be the key

differentiation factor in Open OS products.

Design The Life

CONCEPTUALANDROID MOBILE PRODUCTPROPOSITION

DESIG

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HE

LIFE

‘STR

EAM

LINER’

Ind

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| Kih

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Prod

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nin

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amkook K

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Streamliner Product Planning

Android & Differentiation

Streamliner follows the principles of basic product

planning. As explained, we should think about the

merits of Android and create the unique selling

propositions with 5 differentiation components.

Based on the utilization of Android, Streamliner

emphasizes on Design, User Experience and SVC

integration especially.

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Streamline Design

First of all, the subtle streamline design expresses

its unique and sophisticated entity by itself.

Node UX

Node UX reflects users’ interactive behavior and

automatically arrange the most frequently accessed

people, features and web SVCs on the front UI. This

UX consists of three major axes that are People,

Applications and Web SVCs. In the previous touch

UX, applications are the most important component

on the front UI. But as the mobile phone is mainly for

communications and the importance of SVC is

getting bigger, People and Web SVC are placed at

the same level of Applications.

Cloud SVC

Streamliner tries to leverage Google’s SVC strategy

as much as it can. As the result, Users store many

kinds of data they have on Cloud servers and

synchronize their data on Cloud with different

electronics that adopt Android OS.

Streamliner Product Concept

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Streamline Design

With left and right side views, you can enjoy

sleek and elegant Streamliner design. It is

enough to fascinate consumers by just

watching this product.

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Volume

Menu

Hold

4 Color touch menus

Touch Menus

People, ApplicationsWeb SVCs, Cloud SVCs

Menu

Home Back



4Color Touch Menus

Streamliner has 4 unique color touch menus

which characterizes and differentiates its

product concept. They help to accentuate its

differentiated UX concept and beautiful

streamline touch design. They are dedicated to

People, Applications, Web SVCs, Cloud SVCs

in sequence.

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4 Color touch menus

Google’s Cloud SVC

Document, CalendarPicasa, youTube, Sync

Menu

Home Back


Google’s Cloud SVC

Google’s SVC helps users store their data like

documents, calendars, photos or movies on

the web easily. Streamliner guides users use

Google’s powerful SVC in a mobile device.

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Streamliner Design

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4th Korea Android Seminar Design The Life

Display

Camera

HVGA 3.8”

5MP AF

Battery 1500mAh

Dimension

USP

115 x 65 x 10.9 mm

Streamline Design

Color Touch

Node UX, Cloud SVC

Streamliner Specification

Design The Life

Contacts

THANK YOU