Korea Android 4th Seminar 2009 Android Mobile Product Planning

1. 2009 제4회 Korea Android 세미나
ANDROID
MOBILE PRODUCT
PLANNING
Design The Life | Namkook Kim
Namkook.kim@gmail.com

2. Contents
Android Mobile Products in Market
Consideration in Android Mobile Product Planning
Difference between Proprietary and Open OS Planning
Conceptual Android Mobile Product Proposition

3. ANDROID
MOBILE PRODUCTS
IN MARKET

4. Smartphone OS Market Share
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.”
ANDROID
2%
- Gartner
ETC
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MS 9 % 6%
APPLE
13.3 %
SYMBIAN
RIM 51 %
18.7 %
http://www.gartner.com/it/page.jsp?id=1126812
4th Korea Android Seminar http://www.afterdawn.com/news/archive/19809.cfm

5. Android Smartphone
12 Models are announced
Since HTC Dream has been available in market,
various manufacturers introduce Android smartphones in 2009
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6. Characteristics in 2009
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.
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7. HTC Android Roadmap
UX Evolution
Just like HTC WM Touch UX strategy, HTC differentiates
its Android Touch phone with evolved Touch UX on top of
Android OS.
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8. HTC Hero – Stay Closed
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9. Samsung Android Roadmap
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.
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10. LG & Motorola Android Roadmap
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.
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11. Acer & Huawei Android Roadmap
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.
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12. Competitive Edge Comparison
HTC HTC HTC HTC SS SS SS LG Moto SE Acer Huawei
Model
Dream Magic Hero Tattoo I7500 T939 I5700 GW620 MB220 X3 Liquid Pulse
Design
Not
Launch 2008.10 2009.04 2009.07 2009.09 2009.06 2009.11 2009.11 2009.4Q 2009.10 Disclosed 2009.11 2009.10
Data HSUPA HSUPA HSUPA HSUPA HSUPA Not Not HSDPA HSUPA HSUPA HSUPA HSUPA
Network 2Mbps 2Mbps 2Mbps 384Kbps 2Mbps Disclosed Disclosed 7.2Mbps 2Mbps 2Mbps 2Mbps 2Mbps
Dimension 117.7 113 112 106 115.9 ? 106 114 116 115 116
Not
55.7 55 56.2 55 56 ? 55 58 62 62.5 63
(mm) Disclosed
17.1 13.7 14.4 14 11.9 12.9 12 15.6 12 12.5 13.5
HVGA HVGA HVGA
HVGA HVGA HVGA QVGA HVGA HVGA 852x480 HVGA HVGA
Display 3.2” 3.2” 3.2”
3.2” 3.2” 3.2” 2.8” 3.0” 3.1” 4.0” 3.5” 3.5”
AMOLED AMOLED AMOLED
Camera 3MP AF 3MP AF 5MP AF 3MP AF 5MP AF 5MP AF 3MP AF 5MP AF 5MP AF 8MP AF 5MP AF 5MP AF
MSM MSM MSM MSM MSM Not Not Not MSM QSD QSD MSM
Chipset 7201A 7201A 7200A 7225 7200A Disclosed Disclosed Disclosed 7201A 8250 8250 7200A
Battery 1500 1420 Not
1150 1340 1350 1100 1000 1500 1500 Disclosed
1350 1500
(mAh)
1st 1st Multi FM FM 1GB Powerful
Multi
TouchWiz TouchWiz
USP Android Android Touch Radio 8GB
UI UI Radio MOTO UI
HW Acer UI Touch
Qwerty Touch Sense UI Sense UI 3D Panel
The information can be incorrect depending on sources in the internet Design The Life
4th Korea Android Seminar

13. CONSIDERATION IN
ANDROID MOBILE
PRODUCT PLANNING

14. Consideration in Product 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.
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15. Consideration in Product Planning
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?
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16. DIFFERENCE BETWEEN
PROPRIETARY AND
OPEN OS PLANNING

17. Product Concept
Value
Differentiation
Principally Product Concept consists of 4 components
in itself. The main concern of product planners is how Differentiation
to extract differentiated factors that are bound in the
current technology and appeal to customers.
Technology
Differentiation that is directly linked to customers’
value and supports Product Concept is the key factor
to make a successful product.
Trend / Needs
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18. Differentiation
Contents / SVC
Proprietary OS
Conventionally Design and Price are the most User Experience
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. Software
In addition to that, features that support the product
concept are needed to make a whole product concept Hardware
and satisfy customers’ needs in a specific segment.
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Design / Mechanics
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19. Differentiation
Contents / SVC
Open OS
Even though Apple doesn’t intend to support Open
User Experience
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 Software
Experience and SVC come to be the most important
differentiation factors.
Especially the Web Service integration will be the key
Hardware
differentiation factor in Open OS products.
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20. CONCEPTUAL
ANDROID MOBILE PRODUCT
PROPOSITION

21. DESIGN THE LIFE ‘STREAMLINER’
Industrial Design | Kihyun Kim
Product Planning | Namkook Kim

22. 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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23. Streamliner Product Concept
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.
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24. Streamliner Product Concept
Volume Streamline Design
With left and right side views, you can enjoy
sleek and elegant Streamliner design. It is
Menu
enough to fascinate consumers by just
Hold watching this product.
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25. 4 Color touch menus
Streamliner Product Concept
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
Menu People, Applications, Web SVCs, Cloud SVCs
in sequence.
Touch Menus
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People, Applications
Web SVCs, Cloud SVCs
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4th Korea Android Seminar

26. 4 Color touch menus
Streamliner Product Concept
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.
Menu
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Google’s Cloud SVC
Document, Calendar
Picasa, youTube, Sync
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27. Streamliner Design
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28. Streamliner Design
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29. Streamliner Design
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30. Streamliner Specification
Display HVGA 3.8”
Camera 5MP AF
Battery 1500mAh
Dimension 115 x 65 x 10.9 mm
Streamline Design
USP Color Touch
Node UX, Cloud SVC
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31. Contacts
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32. THANK YOU