Product Concept of BlackBerry - Research Paper Example

Blackberry a Suggestive Report on New Product Development Roll No: Teacher: December 23, 1997 CONTENTS: No. Topic: Page: 1-0 Product Concept and Prototype 3 2-0 Research objectives 4 3-0 What Information is needed 4 4-0 Target Prospects / Customers / Respondents 5 5-0 Survey & Focus Groups 6 6-0 Reasoning of Research 7 7-0 Findings 8 8-0 Limitations 9 9-0 Proposal 10 10 References 12 1-0: Product Concept and Prototype: 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. After concept and product testing phase we will enter into the test marketing and commercialization phases of marketing. BlackBerry, the proposed name of our innovation will be a new addition in the world of business, electronics and telecommunication hopefully. 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. Technical Features of Our Product: 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 Questions also include: (1) What type people will be best users of BlackBerry How many percent of people may buy it in introduction phase How many customers from non-selected market segment may buy the product How much Goodwill BlackBerry will add to the company How important BlackBerry is for the target customers We also focused on finding information the target customers' level of convenience with product, their ease of use, liking and disliking about shape, color, functions and system of BlackBerry. A traditional marketing research process containing six steps is applied in fact to elaborate the whole study and its findings. The process is: (1) 1. Defining Research Objective 2. Developing a Research Plan 3. Collecting Information 4. Analyzing Information 5. Presenting Findings 6. Making Decision 4-0: Target Prospects / Customers / Respondents: Our research objective is to cover various aspects of product and its future marketing from different angles. For this purpose we plan to contact and approach different types of customers segments in this research. Our mainly targeted groups include from both working class and students. We selected mature prospects from working class and youth from college and universities. Though we expect main share of sales from working and mature class but importance of youth in late teens and early twenties cannot be denied as trend creators and enthusiastic promoters of innovations like BlackBerry. Most of innovators whose support we definitely need at the time of launch also belong to youth. For survey research, we selected 300 working executives from middle to top management level from 30 companies, 300 university students from 10 universities, and 400 persons from 20 different professions which include doctors, lawyers, journalists, IT experts, business owners, tourism managers, travelling agents, police officers, security service mangers, fire-fighters, business trainers and management consultants. Total sample size for survey was 1000 respondents in total. For focus group discussion on BlackBerry, we invited a mixed blend of above all in ten different sessions. In each session 10 persons participated and as a whole we had 100 participants in focused group discussion. 5-0: Survey & Focus Groups: Research has various approaches to follow according to needs and market type. Research can be an observational research where researcher just observes the behavior & scenario, and records findings on the paper without communicating to the respondents. Whereas second method of research may be applied by researcher is behavioral data collection, which is another way to find results from an existing data available at any source like retail store, bank or public place.1, 2 Other two types of research methods that we applied for our new product BlackBerry are Research Survey and Focus Group research. Survey is a systematic approach towards primary data collection and often involves many respondents. Survey is conducted with the help of research tools like questionnaires, tape, and communication devices. Questionnaire surveys are more commonly conducted and relied upon. Focus group research involves discussion and participation of concerned and targeted respondent or customers. Focus group is conducted by a moderator who introduces and brings the main idea into discussion. Group members share their thoughts and moderator or may be some other people helping moderator keep recording and writing various related answers and responses. Some focus groups are performed behind mirror walls for more vigilant observation though it is controversial from ethical aspect. For bb we went for lateral motioned two ideas to collect required findings. Survey was conducted for 1000 respondents mentioned in previous points. A questionnaire containing ten questions about concept and product was made in two parts. First five questions were about the idea of a handheld communication device, its need, liking, importance and desire to have. Last five questions asked customers after describing BlackBerry and showing its picture, about their interest to buy it. These questions also inquired about the liking and disliking of customer, its ideal price and proposed changes in shape, appearance or features. During focus groups our team members moderated these sessions and inquired the similar information from participants. Focus groups gave some additional information and input in comparison with surveys, those will be discussed in findings. Focus groups were organized and conducted outside company offices. 6-0: Reasoning of Research: Our considerations throughout the concept and product testing remained on: The importance of evaluation Level of product innovations Initial reaction of prospective buyers Opportunity and market analysis for BlackBerry Viability of both concept and product To have maximum results from our research we tried to include additional aspects like market analysis, reference groups and additional target groups. We also selected the sequenced questions logically i.e., concept first and product second. We kept the whole process of survey and focus group simple and short did our best to avoid any inconveniences for the respondents and participants. 2 7-0: Findings: Survey results show a mixture of findings, we find these results hopeful and supportive to our product and marketing plans. Idea of product was amazing for 90% people and they showed keen interest in it. !0% people who remained possessive in expressing their first thoughts also appreciated and admired the idea in lateral part of questionnaire where suggestions were asked from respondents. Detailed findings for Concept and Products are given below: 7-1: Survey: 81% of people showed remarkable liking for the idea (excellent) 8% of people believe it's what they dreamed of (very good) 9% of people found no interest in the idea (average or moderately good) 1.5% of people believed it's complicated (not good or bad) 0.5% of people thought idea is not practical (poor) 7-2: Focus Group: 90% of people showed remarkable liking for the idea (excellent) 6% of people believe it's what they dreamed of (very good) 3% of people found no interest in the idea (average or moderately good) 0.5% of people believed it's complicated (not good or bad) 0.5% of people thought idea is not practical (poor) 7-3: Conjoint Analysis: 61% of people expressed their willing to buy BlackBerry the same model 327% of people think they will buy if more colors options are there 6% of people said they don't need to buy such device 3% of people said they would by if comes in color display Obviously the comments are highly favorable and we should plan for the product launch as soon as our R&D & Marketing departments prepares for it. 7-4: Comments of Target Customers: People who participated in our survey and focus groups also commented during informal sessions and coffee breaks. We consider these comments valuable and include these into our research findings and will use these to develop further strategies for BlackBerry. Customers think and opine about BlackBerry as: Its an impressive idea and product itself is quite tempting but I need to know how it will help me in my daily life, I am not a business person I think it can steal information from my email boxes and my address book can be at stake as well. Product is impressive but need to have color displays. Do you have color display in BlackBerry Who knows it will work with mobile phone companies network or not It's risky for me to buy an expensive items like this, what's if don't find it good for me Will it attach with my home computer and laptop for data transfer How can I ensure data protection if I lost it 8-0: Limitations: Although research was conducted in a systematic and organized way and so were focus group sessions, we feel that lesser geographical coverage, low level of involvement from household and almost no participation from above 60 age group remained main limitations of our research. These limitations were mainly the outcome of a major limitation time available to us for this purpose. Even then we are confident enough that collected information is quite valuable and has no space for doubt for not launching the product soon. Another overlooked area of this report is missing participation of key role figures in business, professions and showbiz celebrities. We could have taken more information about their respective areas if we could make them participate in our research. But fact is we covered enough number of people i.e., 11000 in total.. 9-0: Proposals: In the light of results, comments of people and limitations of our research we have some proposal to be applied before and at the time of product launch of BlackBerry that is planned just after few quarters from now. Firstly we recommend launching of BlackBerry as such without any major changes and keep modifications required reserved for the next coming models of BlackBerry. Our proposal includes the following main points: BlackBerry is an appreciated product, we should plan for its launch Though people need color displays, for the time being we should not go for further product development and the same product should be marketed soon. Product should be test marketed for a selected market of maximum 500 sets, in the light of actual results, commercialization should be implemented. Assertive marketing effort including out of home advertising, promotions on print and electronic media should be done at the time of product launch. Celebrities and opinion leaders in business and professions should be invited in product launch and they should be introduced as first customers of BlackBerry to influence the various segments of market. After the launch of BlackBerry, company should immediately start working on new models with more colors and color displays. Company should focus on data security and simple use of BlackBerry in its marketing efforts. Special public relations campaigns are to be planned to promote the excellence and utility of BlackBerry. For this purpose event sponsorship, exhibitions, public displays, on spot demonstrations and users' feedback should be used very effectively. Company should work on proactive marketing philosophy may get ready for any needed change in BlackBerry due to change in taste of people, technology or competitive scenario. Company must maintain, from the day one, a complete record of customers' feedback, complaints and testimonials. R E F E R E N C E S : 1Philip Kotler, (2006) "Marketing Management", 12th e, Prentice-Hall, Inc. USA. 2Crawford, M. Benedetto, D A. (2006) "New Product Management" 8th edition, McGraw-Hill, USA. http://en.wikipedia.org/wiki/BlackBerry Read More