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New Product Management - Case Study Example

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The product we developed in our R&D department after thorough idea generation and qualifying process is a hand held wireless multi-functioned communication device. Presently we are in the last quarter of 1997 and we hope our prototype will pass through testing phase successfully in two to three next business quarters…
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New Product Management
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Download file to see previous pages BlackBerry, other than regular mobile telephone function, simultaneously supports various additional functions like web surfing/browsing, internet based fax, text messaging and e-mailing.
BlackBerry works on the wireless data networks of cellular phone service providers and an ordinary mobile phone user will be able to utilise its entire functions by simply buying and switching on it. Originally BlackBerry devices have monochrome displays but soon after successful launch of this model we plan to market next models with color displays.
In addition to Personal Digital Assistant (PDA) functions, BlackBerry has its own built in 'thumb-enabled' keyboard for easy operation and use. Our BlackBerry is also able to send emails, messages and data to the users using other devices. It also has an ability to send and receive emails to and from computers of any user types. We have also added a track wheel to scroll and click while using. Our aim is that cell phone users should not depend on traditional mobile phone devices for communication.
Present BlackBerry model 950, uses Intel process 80386 and 16MB RAM in it. Technically BlackBerry offers multi task system that enables it to perform various functions as single function and doesn't compromise on speed and quality. One can send digitally secure messages by using BlackBerry too.
Up to our enthusiastic plans and expectations, this device will be very popular in all mobile phone users and specifically among business users. For this purpose we intend to do a complete concept and product testing plan

2-0: Research objectives:
Objective of research is as important as research itself is. Without a focused objective, no good findings can be expected from any type of research. Research objective is to have maximum feedback form selective and targeted customer groups so that enough information which may be needed for any modification would be available to us. Though product has gone through various in house and laboratory tests, but unless we have a solid view about consumers' perception about bb we cannot proceed further. This research enabled us to improve the product before its test marketing.

3-0: What Information is needed
Our research includes following questions and we vigilantly tried to find out the answers of these questions by applying Primary Research and conducting Focus Group Discussions: Further points include collection of information about various issues: (1)
Should we offer BlackBerry as such or some changes are required
If no changes needed, which market is most likely the best appropriate market to target in the beginning
Should we offer BlackBerry to all mobile users or only to the business
users in the beginning
What price should be charged for this high end innovation
In which demographic markets we should focus in the beginning
3-1: Our Research ...Download file to see next pagesRead More
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