New Product Development

Mobile Phone

Mushtak Shaikh 66 MMS

Rahul Mahant PGDBM
Step 1: Idea Generation
 Ideasfrom various Dept. :R&D, Design, Production, Marketing
& Sales

 Techniques : Market Research , Survey, Consumer Buying

Behavior, customer specification &choices, Competitors
product

 Technology Type : GSM / CDMA

 Platform : 2G/3G/4G

 Design Type : Bar/Flap/Slider/Touch Screen/QWERTY

 Target Group : Economy /Business

Step 2 :Product Selection
 Using Ideas generated in step 1 around 60 combinations are
made

 One Product Is then Selected

 Selected
Product:
 GSM+CDMA

 3G

 Slider + Touch Screen + QWERTY

 Business Class
Step 3: Preliminary Product Design
 Functionality: the tasks that users wish to perform with the
phone

 how they want to go about performing those tasks

 what features your phone should offer and what are

dispensible

 totrade off size for weight and battery life, cost against
functionality, and so on.

 what factors will influence their decision about which phone

to buy
 Interface: How are you going to present all this
information to the user?
 What style of output is most suitable?
 What is the best way to interact with it?
 Will you present all the information at once?
 What input characteristics will your phone have
 how will numbers be entered, functions accessed, and so
on?

 Aesthetics: Consider issues of overall colour, size, shape,

 texture; of button spacing, layout, colour and feedback
 display size and placement; information display.
Step 4: Prototype Construction
 Several prototypes resembling final product made

 Miniature Design created

 Embedding all the features selected in step 2

Step 5: Testing
 A test is simply a tool that is used to measure something
 To verify marketing and technical performance
 For error free superior product
 Test it within Organizations
 Test it with external expertise
 Build enough prototypes for such testing
 Test markets based on geographic region , income group etc.
 Gather quantitative data on acceptance
 Testing time period 6 month to one year
Step 6: Final Product Design
 Preparation of final design and specifications of product
 Changes made after testing
 Product ready for production
 Re-testing after making changes
 Final size ,shape , colour
 Final Product Specifications:
 measuring approx. 4.4″ (5.8″ open) x 2.4″ x .57″ and
weighing 5.68 ounces
 3.2″ 360×480 capacitive touch screen display
 35 key full QWERTY backlit slide-out keyboard
 Optical trackpad
 Powerful 624 Mhz processor with 512 MB Flash memory
4 GB built-in memory storage plus a microSD/SDHD
memory card slot that supports up to 32 GB cards
 5 MP camera with flash, continuous auto focus, image
stabilization,
 scene modes, geo-tagging and zoom, as well as video
recording at up to 640×480 resolution
 Built-in GPS
 Wi-Fi (802.11 b/g/n)
Step 7: Market New Product
The Final Product