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Members:
Background:
“M” brand mobile phone is A high-performance smart phones introduced by M Technology Co., Ltd. Has the following characteristics: The system is the Android 2.3.4, can update to 4.0 in the future; Use the QUALCOMM Snapdragon central processing unit，has a powerful capability to run a variety of software, and it is the
world's first smart phone use core Duo 1.5GHz CPU; Has independent of the system development team, provide a stable system upgrade services; Simple and elegant appearance but a 4.0 inches Capacitive touch screen; Estimated price of M phone is lower so it has a high Cost-effective. Now M phone still in beta and test, it will release for the Chinese market Recently.
Contents：
Introduction
Overview of China's mobile phone market in 2011
Chinese smart phone market structure analysis in 2011
Smart phone users and consumer analysis Questionnaire and in-depth interviews
Chinese smart phone market trend forecast
Summary Report
Appendix：
(1)Interview outline (2)Interview transcripts (3)Questionnaire
Short Answer Questions
Introduction:
“M” brand product positioning for high-performance mobile smart phones, so this report will focus on analyzing the current situation of China's smart phone market, combination of market research, customer interviews to give a suitable result and help M phone to comprehensive understanding of the market and have a good market
prospects.
Overview of China's mobile phone market in 2011:
Chinese mobile phone market in 2011is Stable, a large gap between domestic and foreign brands, the foreign brands accounted for the absolute advantage of the situation has not been changed. Foreign brand competition is fierce. Apple, Samsung, HTC growth in a high speed, Old mobile phone brands like NOKIA faced with a difficult situation. With the 3G and Mobile network development, smart phone become a new growth point.
Chinese smart phone market structure analysis in 2011 (1) Brand structure:
2011 Chinese smart phone market structure
It can be seen that Nokia has been leading the maintain sales, and people like smart phone but they prefer foreign brands.
Compared with 2010, the Chinese mobile phone market, brand awareness remained stable, but the intense competition within the camp. The first camp will be out of LG by HTC, Nokia's attention, decreased by 8% over the previous year. The chart's share of Chinese products are still very few cards
(2) Operating system structure:
2011 Chinese smart phone operating system structure
Android system has been the second attention in 2011, Symbian still is the most attention by the user base, the same as the windows. That we can say Android on the rise time, so M phone base the Android will have a good future.
(3) The price structure:
In Chinese smart phone market, users attention focus on the price between 1000~2000RMB and 2000~3000RMB, M phone’s price will meet this price level, most consumer can accept, Price advantage is obvious and there will be very competitive.
Smart phone users and consumer analysis Current situation:
The user involved in the investigation have 58.9% choice the smart phone, and more young people use smart phone then before.
Through the online questionnaire, we get the conclusion about these question:
(1)Change tendency: there is 58.9% user who involved in the investigation use the smart phone, 80.3% of them want to change a new phone this year. In the other 41.1% who don’t use the smart phone, 90.1% of them want to change phone and 92.4% of them like the smart phone. That we can say smart phone has become a trend. (2) Considerations: Price is still the primary factor to change a phone. (3)The Android has become the most popular system in smart phone (4)The big screen and high Camera pixel is the mainstream choice
We also use the in-depth interviews to collection the information, the interview outline in the appendix.
Chinese smart phone market trend forecast
2011 a year of smart phone, Experts predict there will be several trend:
(1)Price: Decrease. As production costs continue to decline in smart phone and Manufacturers to launch low-cost competition for low-end users of smart phones, smart phones average price will decrease.
(2)System: Android becomes more popular. We through the technically speaking, smart phone hardware technology innovation has significantly lagged behind the software level. Innovation is becoming the operating system smart phone users to choose one of the factors.
(3)Focus: User Experience. Specifically, the level of hardware technology, enhance the user experience around thestart of the multi-touch technology to lead the smartphone market trends. the iPhone is an accurate grasp of user needs, in order to expand the customer experience based on themulti-touch technology, innovation and enhance the user's operating experience.
Summary Report
We use the in-depth interviews method to collect data, choice five interviewee with
different age, job and experience, the interviews talk long enough to know them idea of smart phone. The thematic of our analysis is research Chinese smart phone market and help M phone enter the market.
In this five interviewee. they all heard of M phone, and M phone is a pretty good impression of these five individuals, three interviewee use the Android system, one use IOS, and one use Symbian, indicating Android is the more popular operating system. This is the system used by mobile M and M is updated weekly to keep mobile phone have a good user experience, and more competitive. From their habits point of view, telephone call and network applications become an important consideration, and M phone with the perfect response to the powerful hardware enough for everyday use. Two of them were considered change a new mobile phones, their budgets are about 2500, which is consistent with M phone market positioning, which also shows M phones have better market prospects. But most people believe that the influence of brand marketing for mobile phones play a significant role, However, M is a brand new mobile phone brand, is inadequate in terms of influence, it takes time to accumulate, but also need to increase the brand's promotion
Competitive Analysis: competitors: there are many mobile phone brands currently on the market, such as Samsung, Apple. But as the price of a dual-core mobile phone is much lower, there is no brand preference for people who are a good choice. The appearance of competitiveness in the mobile phone M phone screen is very cool display, and set the front camera. Below the android system commonly used function keys. In appearance compared with other phones more competitive. Screen competitiveness, the biggest feature is the semi-permeable semi-reflective technology. Price competitiveness with more than 5,000 mobile phones compared to the other, and this phone to be cheap to collect more than ah, the general working-class load range can be. Market influence, since the market has a lot of publicity on the network, is part of the young people have a certain understanding of this phone
Currently in use smart phone users and do not use smart phone users in the smart phone operating system and brand choice, there was significant difference: the smart phone users are not satisfied with battery life, Internet-enabled mobile phone users all the functionality of common concern. Buy smart phones, smart phone users pay attention to the price factor, non-smart phone users pay attention to the quality, there are significant differences between the two groups, but the importance of the choice of parameter showed no differences in the operating system is the most significant concerns for the . 5-megapixel touch-screen mobile phones become more mainstream choice. Phone purchase channels changed significantly increase the proportion of the network channels. Non-smart phone users to buy mobile phones are the most influential forums and friends. Android to become in 2011 the largest proportion of users plan to buy the operating system. Smart phones and non-smart phone users are also differences in the budget, the former mainly in 2000 to 3,000RMB, while the latter concentrated in the 1000 ~ 2000RMB. Overall, the 2011 smart phones will become the leading Chinese mobile phone market.
From mobile phone users ages of view,21-25,26-30,31-35-year-old mobile phone consumers are heavy consumers of three, three consumer groups in particular, that
21-25 years old, two main consumer group 26-30 years of age, the proportion of, occupy the whole part of the largest consumer group; 31-35 years old segment of the user base has dropped somewhat, but can not be ignored, from the survey data still occupies 20.6% of the ratio. Users under the age of 20 years and although the proportion has been growing, but because of its small and the proportion of slow growth in the next few years will not become a star of the user base.
This is the fashion reflects personality characteristics of young people, the choice for the mobile phone can also pay more attention to show their personality style. When in the design of mobile phone models are more fashion-oriented, in order to meet consumer demand.
Through depth interviews, that now the main pursuit of mobile phone consumers sleek, personality, and also hope that the high cost phone, iphone though in appearance and function is very suitable for young people's taste, but because of its high price, but also so many consumers can not afford, respondents said, tend to lower the price of some of the phone number, I believe the launch of a brand can meet the consumer psychology, this product is both stylish looks like the iphone, and is a dual-core mobile phone, used Andrew system, clear pixels from the price aspect so that more people can afford.
There is 58.9% user who involved in the investigation use the smart phone, 80.3% of them want to change a new phone this year. In the other 41.1% who don’t use the smart phone, 90.1% of them want to change phone and 92.4% of them like the smart phone. That we can say smart phone has become a trend.
The use of smart phone users, there are 58.9% of the users of the system using the Symbian s60, far beyond the proportion of other systems. Windows Mobile smart phone users the proportion of nearly 20%, showing that they are the smart phone market in China, a strong customer base. Nokia is the holder of all shares of Symbian system, the natural advance in Symbian smart phone has an advantage, from the data view, the Nokia smart phone users accounted for 54.9%, showing that the smart phone industry, Nokia is still the first.
Accelerate the replacement of mobile phone frequencies: in 2006 and 2008 who buy smart phones in 2011 intended to replace the phone for the largest proportion, 90% or more, but the 2009 and 2010 purchase of smart phone users in 2011, has a tendency to have reached replacement 81.3%, showing that the products, technology upgrading to accelerate the case of the life cycle of mobile phones has been significantly reduced. This new entry into the smart phone market, M phone, it is a good news.
Third quarter of 2010, the global smart phone sales over 81 million, compared with third quarter 2009, 96%, which android and apple was the most eye-catching, they have a meteoric rise to the veteran of symbian, windows mobile tremendous pressure
China's smart phone market, compared to the global market growth rate is worse than first half of 2010 China's smart phone sales have exceeded 20 million, hit 24.05 million, even worse scale of 21.64 million last year, is expected to break sales this year 40 million. The data show that more and more smart phones become a whole
new generation of mobile phone market focus and the main force.
These data shows that now is the time that M phone to enter the Chinese mobile phone market, more and more people concerned about the smart phone, smart phone intended to replace the number of users is also increasing, M phone with high performance and low price, will be in the smart phone market accounted for an advantageous position, as long as strengthen brand influence, will become a leader in the new generation of smart phones
Appendix:
Interview outline
1请问您的年龄？什么时候有第一部手机
2请问您一共用过多少款手机，对那一款印象最好
3请问您手机的主要用途是什么（电话通信，网络浏览，游戏娱乐，影音播放等等） 4现在使用的是那款手机
5请问您对智能手机了解多少？ 6主要看中手机的哪方面？
7近期考虑换手机吗？（考虑更换智能手机吗）
8如果您正在用智能手机，打算换一个系统的智能手机吗 9您对下一款手机的预算是多少 10您对M品牌的手机了解多少
11会不会考虑M手机
12您觉得什么因素会影响一款手机的市场影响力（性价比，外观设计，品牌吸引力）
Interview transcripts
受访者一，年龄22岁，男，大学生：
Q：您好，听说您对手机很感兴趣，我能和您聊聊吗 A：好啊，我平时对手机很是关注的，我很喜欢手机 Q：请问您的第一款手机是什么？大概在哪年买的？
A：我的第一款手机是摩托罗拉的C300，是我上初中时爸爸送我的，大概是04年把 Q：那谈谈对你第一部手机的回忆吧~
A：那是一台黑白屏幕的直板手机，虽然当时已经有彩屏的了=。=但是我仍然非常喜欢它。当时他的主要任务就是父母联系我的工具，当然我也可以给同学发短信，还是很酷的 Q：恩，那真是不错。后来怎样了？
A：上高中的时候我换了第二台手机，是索尼爱立信的K500，我的第一部手机就一直在抽屉里躺着了
Q：那到现在为止你一共换了多少手机呢？
A：让给我想一想，厄。。。一共有8台，也就是差不多一年一台吧。 Q：真是个手机发烧友啊，这些用过的手机中，你最喜欢那款呢？
A：那应该是我的上一台手机，诺基亚的3250，我用了差不多2年呢
Q：对你来说，手机的主要用处是什么呢？
A：这也是随着时间而变的，最初就是打电话，通讯为主，后来手机性能提升了，加入了新鲜的元素，我也开始用手机听音乐上网，现在的话，应该是通讯和上网并重吧，你知道有了3G网络以后，手机上网还是很快的
Q：您现在用的手机是？
A：哦，是摩托罗拉的XT702，Android的系统，去年换的 Q：是款不错的手机，热销了很久
A：我也是关注了一段时间才决定换它的 Q：那您对智能手机了解的一定不少吧？
A：呵呵，算是比较了解吧。像之前我用的诺基亚3250，symbian的系统已经被我玩的底朝天了，虽然现在symbian已经不如当年了。windows mobile 的机器我也用过，但是感觉效率比较低，干什么都不流畅。现在还是比较看好Android的手机。 Q：你主要看中的是哪方面功能呢？
A：应该是硬件吧，我觉得强大的硬件才能为手机的流畅使用提供保障，如果慢得像牛一样，就算它是智能手机也不会有人想用吧
Q：说的不错。那你近期考虑换手机吗？或者你打算换一个系统的手机吗
A：应该说有这个打算，但是我还打算换Android系统的，毕竟用的顺手了。 Q：那您的预算大概是多少呢？ A：我想是3000左右吧
Q：那有没有几个候选目标呢？
A：当然啊，像HTC的desire s，索爱的LT15还有moto的mb860 Q：那你听说过M品牌手机吗？ A：当然知道啊~性价比很高嘛！ Q：那你会考虑一下M手机吗？
A：恩，我想我会考虑一下的
Q：以你的看法，什么会影响一款手机的影响力呢？
A：我想品牌是第一位，其次是性能和造型吧，当然像苹果已经形成一种文化，那就是另外一回事了
Q：恩，谢谢你细心的回答，和你聊天很愉快 A:不客气~
受访者二，26岁，男：
Q：您好，我们在做一项手机使用的市场调查，方便占用您些时间吗 A：恩，好的，没问题 Q：请问您的职业是什么 A：白领
Q：白领对时尚都是特别的敏感，呵呵，请问您现在使用什么手机 A：Iphone4
Q：那您以前用过什么型号的手机
A：最开始用手机基本都是诺基亚，像V3,7610，N73，N95都用过，后来就换苹果了 Q：请问您手机的主要用途是什么
A：以前主要用就是发发短信，后来就是主要用于上网，玩游戏了 Q：请问您对智能手机了解多少？
A：不是很了解，就是知道诺基亚是塞班系统呵呵
Q：近期考虑换手机吗？ A：想换苹果4s
Q：如果要换手机您看中手机哪方面？
A：恩，外观很重要，品牌也是考虑的一方面，最好像素能高些 Q：您对M品牌的手机了解吗？
A：M啊，在网上听说过，好像挺好的听说 Q：会不会考虑M手机 A：恩，暂时还不会吧呵呵
Q：您觉得什么因素会影响一款手机的市场影响力（性价比，外观设计，品牌吸引力 A：我感觉还是品牌吸引力吧，每个品牌都有他自己的适用人群，比如像三星啊我感觉就是商务人士用的可能多些，诺基亚可能学生多些吧，苹果可能就是白领啊年轻人用的多些。外观可能有的时候要比内在占有的因素多些 Q：好的，谢谢您的配合
受访者三，20岁，女：
1请问您的年龄？什么时候有第一部手机
我今年20，是一名大学生，15岁有第一个手机 2那您一共用过多少款手机，对那一款印象最好 用过6个手机，对moto评价最好
3请问您觉得手机的主要用途是什么呢？ 觉得主要用途是打电话 4现在使用的是那款手机 现在用的是三星i9000
5请问您对智能手机了解多少？
呵呵，我了解的不多，希望以后能多多研究一下 6主要看中手机的哪方面？
希望手机的拍照功能强大一些，喜欢自拍 7近期考虑换手机吗？
还没有打算换手机，现在用的不错
8您对M品牌的手机了解多少
对于M手机品牌了解一些，平时比较关注手机 9会不会考虑M手机 我觉得会考虑一下的
10您觉得什么因素会影响一款手机的市场影响力 我觉得觉得品牌效应最重要
受访者四，45岁，经理，男： 1请问您什么时候有第一部手机？
1995年，第一部手机是moto3200，那是一款大哥大 2请问您一共用过多少款手机，对那一款印象最好 已经记不清换过多少手机了，对moto的印象最好 3请问您手机的主要用途是什么
当然是打电话了，很难想象没有手机的生活
4现在使用的是那款手机
现在用的是三星Nexus S
5请问您对智能手机了解多少？
我现在用的就是智能手机，但我感觉除了可以用的软件多一点，没什么特别的 6主要看中手机的哪方面？
我现在倒是觉得手机待机时间是个很吸引我的指标，毕竟每天充电或者带两块电池太麻烦了，但现在的手机待机效果都不是很好 7近期考虑换手机吗？ 还没有这个打算
8您对M品牌的手机了解多少 不是很了解，但好像呼声比较高 9会不会考虑M手机
这个还要考虑一下
10您觉得什么因素会影响一款手机的市场影响力
可能品牌的吸引力比较大，我现在比较喜欢三星这个牌子的手机
受访者五，30岁，教师，男： 1请问您什么时候有第一部手机 大概是02年，大学毕业时买的
2请问您一共用过多少款手机，对那一款印象最好 不多，5款吧，比较喜欢的是三星D508，用了3年 3对您来说手机的主要用途是什么？
电话为主吧，偶尔也用来上上网，还算方便 4现在使用的是那款手机 现在用的是诺基亚E72
5请问您对智能手机了解多少？
智能手机就是可以安装很多软件，同时处理多个任务吧，功能强大 6主要看中手机的哪方面？
我比较看中手机的外形和屏幕，要耐用一些，屏幕效果要好 7近期考虑换手机吗？
有换手机的打算，想换一款触摸屏的手机试试
8如果您正在用智能手机，打算换一个系统的智能手机吗
我现在的E72是塞班系统，好像已经逐渐没落了，想尝试下别的系统，安卓或者windows 9您对下一款手机的预算是多少
2500左右吧，手机要按需购买，没必要追求高价格 10您对M品牌的手机了解多少
听说很多人在谈论，也关注过，是个不错的新兴品牌 11会不会考虑M手机
我已经把它考虑在候选之列了
12您觉得什么因素会影响一款手机的市场影响力？ 可能品牌和性价比会影响手机的影响力吧
Questionnaire：
第1题：您现在是否在使用智能手机？ [单选题]
第2题：您购买智能手机的动因是：（可多选... [多选题] 第3题：您购买智能手机的最大瓶颈因素是：... [多选题] 第4题：您正在使用哪个品牌的手机 [单选题]
第5题：您所青睐的智能手机操作系统（可多选） [多选题] 第6题：您认为影响智能手机操作系统好坏的基本... [多选题] 第7题：您觉得M手机的最大优势是什么 [多选题] 第8题：如果购买M手机，您最担心的是什么 [多选题]
第9题：您认为M智能手机1999的价格有没有竞争优势 [单选题] 第10题：您对M手机的产品设计风格有什么偏好 [单选题] 第11题：您最近是否有购买智能手机的打算 [单选题] 第12题：您更喜欢智能手机的哪种促销手段 [多选题]
Short Answer Questions:
1. What are the main approaches available for collecting qualitative data? Describe each of these methods.
Methods of collecting qualitative data
Data collection approaches for qualitative research usually involves: 1. Direct interaction with individuals on a one to one basis 2. Or direct interaction with individuals in a group setting
Qualitative research data collection methods are time consuming, therefore data is usually collected from a smaller sample than would be the case for quantitative approaches - therefore this makes qualitative research more expensive.
The benefits of the qualitative approach is that the information is richer and has a deeper insight into the phenomenon under study The main methods for collecting qualitative data are: 1. Individual interviews 2. Focus groups 3. Observations 4. Action Research
2. What is involved in running an in-depth interview? What techniques can you use in in-depth interviews to help explore people's attitudes? Basic Concepts and Definitions
In-depth interviews are a common data collection method in a range of disciplines. In-depth interviewing is a qualitative research method that uses open-ended questions to uncover information on a topic of interest and allows interviewees to express opinions and ideas in their own words. Various terms are used to refer to this research
method, including qualitative interviews, intensive interviews, and semistandardized or semistructured interviews. This entry focuses on in-depth interviews that take place face-to-face between an individual researcher and his/her interview respondent (variably referred to as an interviewee, respondent, informant, or participant). We do not address unstructured interviews, focus group, or oral history methods. Nor do we address the structured interview wherein the interviewer uses a survey form and asks the same questions of each respondent, with a limited number of response categories. Although we focus on in-depth, face-to-face interviews, many of the points raised below can apply to other types of interviews.
Typically, prior to conducting interviews, researchers construct an interview guide (sometimes referred to as an interview schedule or instrument) that includes specific questions, topics of interest, or some combination of these that help focus the interview without locking the interviewer into a fixed set of questions in a rigid order and with specific wording. This flexible approach allows interviewee responses to guide the interaction and helps shape the order and structure of the interview. The use of follow-up questions, often referred to as probes, is also common. The primary goal of using an interview guide is to balance the systematic collection of data with the flexibility needed to tap respondent’s understandings. The amount of prestructuring can vary, depending on a number of factors, including the comfort or experience of the researcher, the extent of the researcher’s familiarity with the culture of those interviewed, the degree to which the topic is understudied, and the complexity of social processes involved (Maxwell, 2005).
3. What is involved in analyzing qualitative data?
That is four step: Data assembly, Data reduction, Data display, Data verification
Data assembly means the gathering of data from a variety of sources. These would include:
Notes taken during or after interviewing or observations
Reflections of researchers, moderators or observations involved in the
data-collection process
Theoretical support-from secondary data, intelligence or literature sources Documents produced by or sourced from respondents
Photographs, drawings, diagrams-that is, still visual image Audiotape recording and their transcripts
Records made by respondents such as mood boards or collages Data reduction:
Data reduction involves handling the data, organizing and structuring the data. It means amount to throw some data away. Coding data:
Researchers need to be able to organize, manage and retrieve the most meaningful bits of their qualitative data.
Coding in grounded theory:
In grounded theory, coding aims to organize into a set of themes in three phases-open coding, axial coding and selective coding. Data display:
Data display involves summarizing and presenting the structure that is seen in the collected data. The display allows a “public” view of how the researches has made connections between the various data chunks. Even if other may not have made the same connections and interpreted the data in exactly the same manner, the logic of the connections should be clear. Data verification:
Data verification involves seeking alternative explanations through other data sources and theories. Researchers need to demonstrate that they have presented a valid meaning of the data they have collected. They need to show that the structure or meaning they see is not just a reflection of their own views.
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