REPORT ON THE FEASIBILITY OF PRODUCING MOBILE PHONES SPECIFIC FOR ARMY USE IN SINGAPORE

REPORT ON THE FEASIBILITY OF PRODUCING MOBILE PHONES SPECIFIC FOR ARMY USE IN SINGAPORE

Prepared for Swarley Stinson Chief Executive Officer Nokia

Prepared by Swiftlink Telecommunications Ltd Tee Yew Hong Zack Tan Xie Qi Quan Evelyn Yap Caleb E

6 June 2011

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Table Of Content
Executive Summary ................................ ................................ ................................ ... 4

Introduction ................................ ................................ ................................ ................ 6

I.

Purpose Statement ................................ ................................ ................................ 6

II. Scope of Report ................................ ................................ ................................ ..... 6 III. IV. Research Methodology ................................ ....... Error! Bookmark not defined. Limitations of Research ................................ ................................ ...................... 7

Findings & Analysis ................................ ....................... Error! Bookmark not defined.

II. Current Satisfaction Level ................................ ................................ ...................... 8 III. IV. Demand of Functions & Features in a P hone ................................ ....................... 8 Pricing ................................ ................................ ................................ ................ 14

V. Military-Related Functions ................................ ................................ ................... 15

Conclusion ................................ ................................ ................................ ................ 16

Future Recommendations ................................ ................................ ....................... 17

I.

Collaboration with SAF ................................ ................................ ....................... 17

II. Removable Military Applications ................................ ................................ ........... 18 III. Expansion into Global Market ................................ ................................ .............. 18

List of References ................................ ................................ ................................ .... 20

Appendix ................................ ................................ ................................ ................... 22

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Executive Summary
The purpose of the report is to analyze market demand of a new feature-phone for National Service (NS) men and to determine the viability of its entry into the local market (Singapore). The report consists of factors concerning the production and distribution of mobile phones specific for usage in the army. As such, the scope of the report covers restrictions on mobile phones allowed in the armed forces, current satisfaction levels of related products, basic phone features and functions recommended, pricing, as well as the feasibility of having military related functions implemented in the phone. The research methodology for the teams findings consists of primary research conducted through face to face interviews with 10 respondents as well as 20 respondents to an identical survey posted online. Secondary research analysing opinions on reliable forums, websites and news reports were also conducted to support the responses of our primary research as well as our stand in the report. The findings showed that the only restriction the army had on mobile phones allowed in its related facilities was that it was not to have a camera. This precautionary measure was implemented to prevent leakage of confidential military material to the public which could potentially compromise national security. Further analysis of data retrieved saw respondents reflect average satisfaction levels on mobile phones qualified for army usage in the current market. The data also show a large majority of respondents marking mobile phones qualified for army usage down due to its lack of certain functions and features. This shows that developers have massive rooms for improvements and modifications in developing a new feature phone for NS men, further increasing the viability of developers penetrating the market in this aspect (Specialised Mobile Phone for NS men). Results from the survey also show the interests of respondents in implementing military related functions and features into the new feature mobile phones. These functions would be based on cutting edge military technology and would aid soldiers in combat situations and normal operations. With regards to the price, as armed forces NS men come from all types of households ranging from high to low income groups, pricing have to be affordable and accommodative for everyone. The new feature phone could very well become a valuable and common asset for all NS men in the near future. With information gathered from both primary and secondary research sources, the team has conducted in-depth analysis and recommends that Nokia collaborate with the SAF, remove the military functions of the phone after NS and expand into the global market following the same concept. By collaborating with the SAF, Nokia stands to enjoy a smoother induction of the newfeature phone into the market due to endorsements and other tangible or intangible benefits they stand to gain. Nokia can also tap on the E-mart system implemented by the SAF increasing possession utility of NS men on getting the mobile phones.
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Due to the capabilities of the military functions that would be installed in the new-feature phones being potentially dangerous if utilised in the commercial world, it is recommended that the military functions be uninstalled after a NS men completes his national service. This would put to rest some of the concerns which could be potentially raised by homeland security authorities. With regards to expansions into global markets, the team suggests that Nokia follow the same concept that is to be developed in Singapore but modify it accordingly to suit the different needs of different countries and simulate test inductions into markets in countries which practice conscription. Additionally, the report acknowledges the fact that the research conducted has limitations. Some of these limitations include the small sample size of the survey, possible lack of information respondents had at the time of survey, as well as outdated data retrieved from the secondary research.

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Introduction
I. Purpose Statement The purpose of the report is to analyze market demand of a new feature-phone for NS men and to determine the viability of its entry into the local market (Singapore).

II. Scope of Report The scope of the report focuses on the development of a mobile phone armed optimally with state of the art functions and features qualified specifically for army usage. Also, it analyses the possible reduction in prices through collaborations with related government sectors such as the Singapore Armed Forces (SAF) as well as other recommendations. Answers were sought to the following issues: 1. Government Restrictions 2. Current Satisfaction Levels 3. Phone Features & Functions 4. Pricing 5. Military related Functions Preferences and recommendations by the consumers have to be established in order to understand their needs and wants. However, these demands must not be contrary to the restrictions implemented by the SAF on mobile phones allowed in military related facilities. To maximise consumer satisfaction despite such restrictions, focus has to be placed on developing the next best alternative related to the demands of the consumers. With consumer satisfaction in mind, current satisfaction levels of related products in the market have to be analysed in order to improve and cater to the needs of the potential consumers. Features or functions currently available in NS qualified mobile phones but are unpreferred by consumers would have its purpose revised and then scraped if found dissatisfactory or unnecessary. On the other hand, features or functions currently absent in NS qualified mobile phones but are demanded by consumers could be researched and developed upon, eventually being implemented in a new feature phone. Despite all these changes, it is vital when developing the mobile phone to maintain balance between quality and pricing. New features and functions must be implemented all while keeping the mobile phone down at a reasonable price range. Developers must ensure that quality and standards are not compromised despite efforts in lowering costs.

In the era which we are living in today, technology has made it possible to compact a variety of strategic features and functions in a hand-sized mobile phone. As such, military related functions which could aid soldiers in operations should be developed. This would render soldiers more operational-ready having technologically advanced capabilities at
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their disposal, allowing them to respond flexibly to a range of situations. The report also touches on recommendations expected to aid developers in their decision making process regarding the production of a new feature phone specific for army usage. Issues on possible expansions into the global market and deactivation of military related functions after NS would be presented, argued and concluded.

III. Research Methodology A good research methodology is of utmost importance in ensuring the reliability and relevance of retrieved findings. With that in mind, the teams findings were made based on both primary and secondary research which were conducted and analysed quickly before writing the report to reduce negative impacts of ageing information. Primary research conducted involves face-to-face surveys with 10 respondents as well as 28 respondents to an identical survey posted online. Out of all the respondents, 18 (47.3%) have yet to serve in the NS, 10 (26.3%) are currently serving in the NS, and 10 (26.3%) are reservists. Respondents were segregated as such so as to analyse the views of those yet to serve, serving and already served so as to get a range of opinions based on the varying experiences of the respondents. Secondary research conducted involves reliable sources from websites, news portals and first-hand opinions of people on unbiased forums. These sources include the Singapore Armed Forces (SAF) government website and Straits Times News forum.

IV. Research Limitations Despite a good research methodology, no one method is completely perfect and thus there exist certain limitations to our research. Firstly, survey data retrieved from a small sample size of 38 might not be a true representation of the needs, wants and opinions of all those due to enter the NS, are currently serving the NS or are currently reservists. Secondly, respondents surveyed might not have optimum information regarding the topic of the survey at the time of their response. People yet to serve in the NS might not be educated on the rules and regulations they would have to conform to while reservists might not be updated on changes in military policies since their last reservice. As such, their responses might not be conformed to the mobile phone restrictions of current military related activities. Lastly, information retrieved from the various sources of secondary data might be out of date due to the time lag between the date of data retrieval and writing of the report. This might affect the relevance and reliability of the data.

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Findings and Analysis

I. Government restrictions on phones used in the army Being a strict and secure force, the Singapore Armed Forces (SAF) has implemented several restrictions on the equipment that National Service men can bring with them to military training. Secondary Research done on various sources retrieved an array of information on the restrictions in place with regards to mobile phones allowed in military related facilities. The main restriction on mobile phones allowed in military related facilities is that they are not to contain in-built cameras. The regulation was imposed due to security reasons such as the potential leak of confidential military information in the form of pictures or videos which could compromise national security on a range of scales.

II. Satisfaction level of products currently in the market Fig 1, Satisfaction level of mobile phones in the market qualified for army use

On a scale of 1-6, how satisfied are you with the current selection of mobile phones suitable for army use in the market? (With 6 being the MOST satisfied and 1 being the LEAST satisfied
8 20%

23.33% 16.67% 13.33% 13.33%

10%

6 4
2 0

Through the survey conducted, results indicate weak demand for a new specialised army phone in the market with a ratio of nearly two-to-one (52%) respondents finding available mobile phones qualified for army usage in the current market satisfactory. An estimated of one- third (33.33%) of the respondents indicated satisfaction levels ranging between 1 and 2, seeking improvements in current models available in the market. The remaining one out of
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six (13.33%) respondents indicated a satisfaction level of 3, finding current products in the market slightly below the acceptable level. Majority of respondents are satisfied with mobile phones qualified for army usage available in the market. However, demand trends are likely to shift if a new product focused on improving consumer values is developed. The improvement in consumer value might be attributed to factors such as breakthroughs in technology which would facilitate the supplement of high-tech features or functions to meet specific needs in military trainings. Some examples include being sleek and light weight, extremely durable and multi-purposeful.

III. Demand of functions and features in mobile phones Mobile phones are becoming increasingly important in the globalized world we are living in today. From communication to entertainment, mobile phones serve a multitude of purposes forging itself up the importance ladder of mens daily necessities, becoming an item most men find difficult to live without. Despite the National Service being one focused on developing regular male citizens into combat ready soldiers with its strict regimes and planned programs, mobile phones are still a necessity for these people as it is the main form of communication between them and their contacts. The team decided to analyse aspects of features or functions which consumers feel are lacking in the current market of mobile phones suitable for army use. Results are as shown in figure 2. Fig 2, Response to lacking aspects of current mobile phones for army use

Please select t e as ects f t e ne f n el if y t ink t ey are lacking in t e c rrent arket f ile nes s ita le f r ar y se.
15 10 5 0 43.33 43.33

3.33

As of current, there is no mobile phone which is developed purposefully for the use of NS Men. As such, to develop such a phone, there is a need to analyse the demands of people educated in the requirements and regulations of the military.
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50

20

60

46.67

    
56.67 53.33 36.67 40



 

Features
Important features of current phones suitable for army use include battery life and durability of the phone.

Battery Life As shown in Fig. 1, a majority of 60% of the respondents have agreed that battery life is lacking in the current market of phones usable in the army. A possible reason could be that most phones used by NS men are older generation phones which do not have a camera, to suit the regulations set by the SAF. Such phones do not enjoy the advanced technology of lithium ion batteries used today and have shorter battery lives. Furthermore, as battery gets worn out after being used for long periods of time, majority of NS men who use second hand older generation phones may find that the battery lives of their phones diminished significantly. There is market viability if a mobile phone specific for army use which has a long battery life is developed. This would counter battery life problems faced by current users of old generation mobile phones.

Durability A ratio of two-to-one of the respondents (50%) mentioned that durability is an issue for current mobile phones that are used in the army. (Refer to primary data in Fig. 1.) Most basic model mobile phones used by current soldiers do not have external protective covers. Moreover, electronic components in these mobile phones are arranged near the surface or sides of the phone thus making them vulnerable to impacts. Durability is one of the most importance aspects of a mobile phone, especially those used by NS men. NS men are exposed to a range of unaccommodating terrains including swamps and seas on a daily basis. Inevitably, accidents do occur where impacts may shatter or damage their mobile phones. As such, there is a need to minimize the chances of such damage occurring by enhancing the durability of mobile phones used by NS men.

Functions Popular functions that are lacking in current mobile phones suitable for army use include web browsers, global positioning systems, music and storage space.

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Web Browser As obtained in the primary research in Fig. 1, more than half (56.67%) of the respondents have also commented that there is a lack of web browsing capabilities in mobile phones suitable for army use. A possible reason for the lack of web browsing capabilities is that majority of mobile phones used by NS men are old model mobile phones (As they are subjected to no-camera restrictions). Such old model mobile phones do not enjoy the technology advancements of web browsing of our age, and have weaker battery lives as well. The internet is of great importance to people of a globalizing world, services from web banking to networking can be sought anytime and anywhere through the WIFI or 3G functions of regular SmartPhones. The lack of such a function would make most NS men feel cut off from the rest of the world. As such, web browsing should be included in the development of a mobile phone specific for army usage.

Global Positioning System (GPS) A close ratio of two-to-one (53.33%) respondents felt that current mobile phones suitable for army use lack GPSs. GPS is a spaced-based global navigation satellite system that provides location and time information in any weather, anywhere on or near the Earth. This function can be well utilized by NS men as the GPS can be used for topography exercises, where a group or an individual have to explore an area. The GPS is an important feature for army use; it would be a good selling point if phone developers can install it into phones that NS men can use.

Music and Storage Space Out of 30 responses, 14 have stated that music and storage space is a lacking aspect in the current selection of mobile phones for army use and that makes up nearly half of the vote (46.67%). Older phones with no colours do not enjoy the privilege of storing music or files in it, as its technology at that period was not comparable to technology today, and phones only had very minimal storage space and did not have any cables to connect to a computer. Newer phones today have different storage spaces based on the mobile phone, for example: Some mobile phones may have memory cards that can be changed and vary with different sizes, while some may have in-built memory cards that cannot be removed and have only one fixed size.

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Apart from data that explains the lacking aspects in current mobile phones suitable for army use, more data is required as to the demand of mobile phones with new and specialized functions and features. As such, Figure 3 clearly shows the different military-related functions and the demand for such functions and features in a phone suitable for army use. Highlighted functions and features are popular choices that have close to full votes.

Fig 4, Response to the incorporation of selected function and features

Military Functions In-Built Compass Operate with Battery or Kinetic Energy Waterproof Shockproof Walkie-Talkie Downloadable Applications (Customized for different military forces) Military Radar (Ground Level Detection) Interchangeable Modes (e.g. Basic, Entertainment, Military) Pressure Meter (Air Pressure) Thermometer BMI Monitor Tick if Useful 27 27 27 27 24 22 22 22 20 1 1 Responses 27 28 28 28 28 27 28 28 27 28 28 % 100% 6% 6% 6% 86% 81% 7 % 7 % 74% 68% 68%

In-built compass is most highly demanded for in a phone suitable for army use, as a compass is very often used in the army while training. As such, mobile phones would be much more useful if it is equipped with in-built compasses. A phone that operates with battery or kinetic energy is second highly demanded, as NS men have training often, and much kinetic energy may be absorbed by the phone from vigorous trainings. With kinetic energy recharging its battery, electricity can be saved from not charging it by the conventional method (plugs). Waterproof and shockproof is tied with the operation of battery or kinetic energy with 6%. A possible reason for its high demand would be due to the rough geographical locations NS men have to train in. For a phone to be durable, water and shock resistance features should be implemented.

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IV. Pricing

Fig 5, Table on price respondents are willing to pay for phones with mentioned functions Answer $0 - $100 $101 - $200 $201 - $300 $301 - $400 $401 - $500 $501 - $600 $601 - $700 $701 - $800 $801 and above Total Response 1 5 4 2 4 0 1 0 30 % 4% 1 % 35% 15% 8% 15% 0% 4% 0% 100%

The above data table indicates the price range at which consumers are able and willing to purchase a mobile phone designed specifically for army usage. The most commonly accepted price range chosen by respondents is from $201 to $300 (35% votes). Following by a smaller budget ranged from $100 to $200, with 1 % supporting votes. Ranking at the third tier is price range of $300 to $400 and $500 to $600, both with 15% of supp orting votes. The rest is less significant as there is less than 10% of supporting votes for other price range. Mobile phones nowadays are seen as a necessity rather than luxury goods. Consumers budget to purchase a phone would usually base current market price. Generally, in current market a standard military phone usually cost around $180 or lesser, as they are mostly older models that have been depreciated. Hence, users would expect similar price level when they go for new phone. However, the budget concept could be influence by marketing strategy. If the vendor is able to prove the added values by the new product, consumers might be willing to spend more.

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Military-Based Functions for National Service Usage

With the advanced technology that we have today, an array of strategic military features and functions can be compacted in a hand-sized mobile phone. Soldiers would also benefit from the weight shedding as heavy equipments are replaced with equally useful and uncompromised functions in a hand-held mobile phone This would render soldiers more operational-ready having technologically advanced capabilities at their disposal, allowing them to respond flexibly to a range of situations. One such military function would be a beacon like transmitter. The device is used in army training exercises by signalling towards headquarters for a multitude of purposes, including but not limited to, airstrikes, missile guidance, drop-offs and location marking. The transmitter pinpoints geographical locations by sending X, Y (Latitude and Longitude) coordinates to the command centre. An alternative method using the same device would be via Laser Satellite Signalling (LSS). The normal dimensions of a transmitter are about 2 metres in length, 1.5 metres in breadth and 0.5 metres in height. Normal transmitters weigh around 20 kilograms and consist of 3 components which have to be assembled before being fully functional. Due to new advancements in military combat technology, transmitters now have reduced dimensions rendering it portable. A simple example would be the PENTAX Pipe Laser which has been developed by PENTAX, with dimensions of a 120mm diameter pipe and standard legs for centering a pipe up to 300mm. Unit keypad or remote control can align the laser beam left or right up to 1.8m/30m, the PEXTAX pipe laser lets you work for approx. 24 hours on one battery charge--AC operation is also possible with the AC/DC converter/charger. Another military function that would be implemented in the new-feature mobile phone would be a signal radar that works on ground level, which can identify only the allies and comrades of the team. The radar would be capable of detecting similar phones in a 2 mile radius, to identify the allies in battle. As such, all members in an operational team should carry the phone for the function to be applicable. The purpose of the radar is to identify the locations of their comrades, so that when an enemy approaches, the user would immediately discern that it is not their ally but enemy. Most radars are object locating machines that uses electromagnetic waves, most commonly the radio waves to detect objects and their distance, altitude, speed, range and direction. During the 1800s when the Radar was developed, normal Radar dimensions measured over 50 metres in length and 20 metres in height. Recent advancement in military technology has seen radar systems built to be portable, with the smallest radar being as small as 8 cm in diameter. Thus, the implementation of a portable radar in the new feature phone is feasible.

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Conclusion
To conclude, the team finds that the idea of developing a mobile phone specialized for army use feasible and believes that it has the potential to generate decent profits. The main reasoning to the feasibility of this idea is attributed to the research conducted via surveys and the number of respondents that showed discontentment regarding current mobile phones in the market that are suitable for army use. Mobile phones are evolving to be a necessity in the globalized world we are living in today. Necessities which have no close substitute are demand elastic; hence there would be everlasting potential demand in developing mobile phones for army use. Adding on, many respondents have also shown interest and positive feedbacks to special functions and features that can be added into mobile phones developed specifically for the use of NS men. This shows that there is potential demand in such a type of mobile phone in the market. The current phone industry is being dominated by Apple and its iPhone, a Smartphone featuring a touchpad screen with many applications and tools, a build-in camera and a large growing application store. Many phone brands have developed different mobile phone models with different Operating Systems (OS) such as Android, Symbian and Windows to compete with the iPhone. The idea of a Smartphone without an in-built camera has captured the NS mens attention. However, there is no particular market meeting the communication needs of customers who are currently serving the army, meaning that if Nokia produces mobile phones suitable for army use, it could gain a stand in the phone electronics industry via the aspect of military phones. This could also allow Nokia to stand out from its competitors in the monopolistic competitive market. With the right pricing and promotional strategies, it would be advantageous to Nokia. However, for a product with a small customer base to be successful, Nokia would have to research into other aspects in order to reach out to other potential customers.

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Future Recommendations
Looking ahead, we have come up with a few recommendations and suggestions which the company could take into consideration and use as references for its future plans.

Collaboration with the SAF In order to increase the appeal of the specialized army phone to the targeted-market group, which is military personnel, we recommend Nokia to collaborate with the SAF in terms of sales of the specialized army phone. Nokia could make use of the E-Mart system of the SAF and allow purchasing of its specialized army phone through the use of E-Mart credits. The SAFE-Mart is a kit replacement system that allows National Servicemen to purchase their personal equipment and expendable items with their allocated credits via e-ordering with delivery services or walk-in purchase at any SAF E-Mart outlet. The collaboration between SAF and external vendors is not something new. In fact, companies specializing in sports merchandises such as Brooks and New Balance have already been granted access to sell their products through the E-Mart system, in which their products are sold at a lower price than external stores and military personnel are able to purchase them using the E-Mart credits. Other products include Kiwi brand boot polish and pharmaceutical foot powder. One of the similarities among these products is that these products are commonly used in the military and they value-add to the lifestyle of a military personnel. These two qualities are also possessed by the specialized army phone. Hence, it is highly likely that this collaboration will be approved by the authorities of the SAF. Using the E-Mart system, Nokia will have direct access to its targeted-market group and make the specialized army phone more readily available for the military personnel than its competitors. Moreover, military personnel will be able to purchase this phone using their E Mart credits, making their purchase subsidized or even entirely free depending on the amount of credits used. This will increase the demand for the specialized army phone among the military personnel as they will be able to purchase this phone at a discounted rate or even entirely free, which makes it seem more appealing and value-for-money than its competitors. This increase in demand will in turn boost the sales of the specialized army phone, which will be more than sufficient to cover the decrease in profit from selling the specialized army phone at a lower price. Hence, Nokia will benefit from this collaboration in terms of the increase in revenue. The increase in revenue will not be the only benefit reaped from this collaboration. Nokia will be able to establish its brand name as the top choice among military personnel. Since the idea of a specialized army phone is a novelty, it is important to attract and encourage military personnel to switch from their current phones and try out the specialized army phone which has never been tried and tested before by the market. Hence, the collaboration with SAF will increase the reliability of the new specialized army phone and add weight to Nokias name,
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establishing it as the leading brand for phones specialized for military use and might even be recognized as the top-of-mind brand among consumers when it comes to phones specialized for military use in the future.

Removable Military Applications Another of our recommendations is to enable the military functions stored in the phone to be removable. From the survey results and the research done on the restrictions placed on phones approved to be used in the army which states that one of the reasons why there are all these restrictions, such as a phone without any camera functions, in place is due to the fact that military secrets might be disclosed to the public, it is observed that security is one of the top few concerns that are on the consumers and military authorities minds when it comes to the choices of phones used in the military. Hence, we suggest that military applications be blocked when the army personnel leave the military camps in order to ensure that no confidential or privileged information from the military gets leaked out into the public. It could also be removed entirely when military personnel leave the military for a long period of time, such as when part-time National Service men finish serving their term in the military. This will make the phone usable even outside the military for those who do not wish to switch their phones after serving their National Service. Not only will this put the concerns from SAF authorities about the threat posed to security by the use of a phone infused with military functions to rest, it will also provide more reasons for military personnel to purchase the specialized army phone as it will not be redundant after they serve their National Service but will, in fact, be usable even after they become civilians, increasing the appeal of the specialized army phone to military personnel.

Expansion into Global Markets Last but not least, we suggest Nokia to expand their targeted-market group to overseas consumers if the response of the specialized army phone is favorable in Singapore. Since Singapore is a small country with a compulsory National Service policy for all male citizens and permanent residents and a government which holds national security and the military as one of the nations top few priorities, Singapore has the ideal conditions for Nokia to introduce the specialized army phone. However, if the response is favourable, Nokia should use the experience in Singapore as a stepping-stone to enter into regional or even international markets and expand their customer base. Some of the companies we suggest Nokia to consider next are Asian countries such as South Korea, which has a mandatory military service of 21 months and European countries such as Switzerland as these countries have also made it compulsory for all males to serve in the military for a period of time. As different countries have different restrictions and needs on the phones approved for military

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use, Nokia should research on these restrictions and survey the market group and modify the phone based on the findings and results in other to suit their needs and requirements. By entering into a global market, Nokia will be able to enjoy an increase in revenue and also establish their brand name as the global leader in phones specialized for military use.

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Khan, M.K. (2009, A ril 12). Find visitors geographic location using ip address in .a ni et . om/Arti le /Find-Vi itor asp.net. Retrie ed from htt :// Geo ra hi -Lo ation- in -IP-Addre -in-ASP.Net.a x

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Prospects for the Glas Rayleigh Laser Beacon on the 4.2-m wht. (2006, Jan ary 1). Retrie ed from htt :// . ien edire t. om/ ien e/arti le/ ii/S1 87647 05001259

Appendix Survey Results

1. What is your age group?

# 1 2 3

Answer 17 - 21 22 - 25 26 and above Total

Response 24 5 0 29

% 83% 17% 0% 100%

Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses

Value 1 2 1.17 0.15 0.38 29

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2. Gender

# 1 2

Answer Male Female Total

Response 26 3 29

% 90% 10% 100%

Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses

Value 1 2 1.10 0.10 0.31 29

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3. Which of these categories is applicable to you?

# 1 2 3

Answer Have yet to serve NS Currently serving the NS Reservist Total

Response 18 5 6 29

% 62% 17% 21% 100%

Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses

Value 1 3 1.59 0.68 0.82 29

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4. Which Specialist Group are you in? (If applicable)

# 1 2 3 4 5 6

Answer Infantry Guards Commando Armour Artillery Combat Engineers Signals and Command Systems Army Intelligence Army Medical Maintenance & Engineering Transport Supply Military Police Total

Response 3 1 0 0 1 1

% 38% 13% 0% 0% 13% 13%

0%

8 9 10 11 12 13

0 0 1 0 0 1 8

0% 0% 13% 0% 0% 13% 100%

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Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses

Value 1 13 4.88 20.98 4.58 8

5. What is your rank in the army? (If applicable)

# 1 2 3 4

Answer Corporal and below Sgt - Warrant Officer 2nd lieutenant Captain Major and above Total

Response 2 7 1 1 11

% 18% 64% 9% 9% 100%

Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses

Value 1 4 2.09 0.69 0.83 11

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6. On a scale of 1 6, how satisfied are you with the current selection of mobile phones suitable for army use in the market? (With 6 being the MOST satisfied and 1 being the LEAST satisfied)

# 1 2 3 4 5 6

Answer 1 2 3 4 5 6 Total

Response 4 6 4 7 5 3 29

% 14% 21% 14% 24% 17% 10% 100%

Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses

Value 1 6 3.41 2.54 1.59 29

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7. Please select the aspects of the phone found below if you think they are lacking in the current market of mobile phones suitable for army use .

# 1 2 3 4 5 6 7 8 9 10

Answer Battery Life Design Durability Games Music Storage Space Web Browser GPS Value For Money Others: Please Specify

Response 18 13 15 13 14 11 17 16 12 1

% 60% 43% 50% 43% 47% 37% 57% 53% 40% 3%

Others: Please Specify applications

Statistic Min Value Max Value Total Responses

Value 1 10 30

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8. Please rank the following aspects of a phone in terms of importance. (With 1 being the MOST important and 5 being the LEAST important)

# 1

Answer Aesthetic (e.g. colour, size, weight) Entertainment Functions (e.g. games, music) Communication Functions (e.g. WhatsApp) Durability (Shock-proof, Waterproof) Battery Life Total

1 1

2 1

3 3

4 6

5 17

Responses 28

14

28

10

28

4 5

5 10 28

11 8 28

6 5 28

3 5 28

3 0 28

28 28 -

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Statistic

Aesthetic (e.g. colour, size, weight) 1 5 4.32 1.12 1.06 28

Entertainment Functions (e.g. games, music) 1 5 3.68 1.41 1.19 28

Communication Functions (e.g. WhatsApp) 1 5 2.25 1.31 1.14 28

Durability (Shock-proof, Waterproof) 1 5 2.57 1.51 1.23 28

Battery Life

Min Value Max Value Mean Variance Standard Deviation Total Responses

1 4 2.18 1.26 1.12 28

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9. Do you think it will be useful to incorporate some basic military functions (e.g. radar, built-in pressure meter) into a phone specific for army use?

# 1 2

Answer Yes No Total

Response 24 5 29

% 83% 17% 100%

Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses

Value 1 2 1.17 0.15 0.38 29

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10. What do you think of incorporating the functions below into a mobile phone specific for army use?

# 1

Question Military Radar (Ground Level Detection) Pressure Meter (Air Pressure) Thermometer Downloadable Applications (customized for different military forces) Interchangeable Modes (e.g. Basic, Entertainment, Military) Waterproof Shockproof Operate with Battery or Kinetic Energy BMI Monitor In-Built Compass Walkie - Talkie

Useful 22

Useless 6

Responses 28

Mean 1.21

2 3

20 19

7 9

27 28

1.26 1.32

22

27

1.19

22

28

1.21

6 7 8 9 10 11

27 27 27 19 27 24

1 1 1 9 0 4

28 28 28 28 27 28

1.04 1.04 1.04 1.32 1.00 1.14

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Statist ic

Milita ry Radar (Grou nd Level Detec tion)

Press ure Mete r (Air Press ure)

Thermo meter

Downlo adable Applicati ons (customi zed for different military forces)

Interchan geable Modes (e.g. Basic, Entertain ment, Military)

Water proof

Shock proof

Oper ate with Batt ery or Kine tic Ener gy 1 2 1.04 0.04

BMI Mon itor

InBuilt Com pass

Wal kie Talk ie

Min Value Max Value Mean Varia nce Stand ard Deviat ion Total Respo nses

1 2 1.21 0.17

1 2 1.26 0.20

1 2 1.32 0.23

1 2 1.19 0.16

1 2 1.21 0.17

1 2 1.04 0.04

1 2 1.04 0.04

1 2 1.32 0.23

1 1 1.00 0.00

1 2 1.1 4 0.1 3 0.3 6

0.42

0.45

0.48

0.40

0.42

0.19

0.19

0.19

0.48

0.00

28

27

28

27

28

28

28

28

28

27

28

11. Are there any other functions which you think should be included as well? If yes, please describe.
Text Response Downloadable Maps, 3d maps with terrain, document sharer, bearing, torch light / sos signal self-destruct button =) A detect-and-detonate function should said phone fall into wrong hands.

Statistic Total Responses

Value 3

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12. In general, what is the maximum amount of money you will be willing to pay for a phone with the functions mentioned in the above questions (Q7 & Q10?)

# 1 2 3 4 5 6 7 8 9

Answer $0 - $100 $101 - $200 $201 - $300 $301 - $400 $401 - $500 $501 - $600 $601 - $700 $701 - $800 $801 and above Total

Response 1 6 9 4 2 4 0 1 0 27

% 4% 22% 33% 15% 7% 15% 0% 4% 0% 100%

Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses

Value 1 8 3.63 2.78 1.67 27

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13. Will you be willing to use the phone specific for army use (with the above functions you have chosen in Q7 & Q10) if it is subsidized?

# 1 2

Answer Yes No Total

Response 27 2 29

% 93% 7% 100%

Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses

Value 1 2 1.07 0.07 0.26 29

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