Windows Phone 8“Beautifully designed, uniquely

yours.”

Pulak Mittal, James Lee, Sue Lim, Barbara Kim, Ran Geng, Jessica Chen

Social ProfessionalsAge: post-college (25-30)

Needs: convenience, speed, social integration

Characteristics: success oriented, strong desire to stay connected, work-life balance, price sensitive Are they?

Self Loving HipstersAge: college and young adults(18-23)

Needs: customizability, phone to be a reflection of self, desire to share experiences

Characteristics: does not conform to the mainstream, looking for the next big thing, individualistic

Positioning: Social ProfessionalsStrategic Corporation Partnership

Opportunities with corporations switching out of black berries and with corporations switching to the new Windows 8 platform

Social professionals consider purchasing windows phone and perceive it as good as android

Windows phone can facilitate and help social connection within the corporation

Introduce apps like the “Wallet” which keeps all reward cards, coup and credit cards in one convenient place

Positioning: Social ProfessionalsBusiness Corner

Appeal to young professionals through pitching the Business Corner (parallel to Kids Corner)

This allows multiple home pages to separate work-life from personal-life related tiles for better organization

Takes the best of both worlds (no need to have a Blackberry and a personal phone) and retains connectivity for the young professional

Windows Phone does not want to be perceived as a business only phone– emphasize that it can be catered to the consumer’s different life stages Other customizable corners available?

Positioning: Self Loving Hipsters Cool Functionalities Further push customizable live tiles to this

group– this group values phones as a form of self expression

Push on cool camera features like Nokia city lens and filters

Emphasize SkyDrive and the convenience of uploading their individualized experiences to social media

Pitch that xBox Music has a global catalog of 30 million songs and features Smart DJ playlists based on the music they love.

Positioning: Both Segments

huluBe on popular shows: Modern Family, Family Guy, Gossip Girl (for Business people) Be on trendy shows: Project Runway, new shows-pilots, retro shows (Tom and Jerry, Teenage Mutant Ninja Turtles)

Further segment by functionality– “which ad experience would you prefer” I think you need to explain this better o have a better nameFeature celebrity icons: social professional (Harvey Spectre), self loving hipsters (Adam Levine, Pentatonix)

Create interactive ads: allow users to play around with Windows8 interface within the ad because data shows trying the phone increase favorability

Create a more relatable storylineswhich continue throughout the show at every ad

Messaging: Social ProfessionalsJanet is a young professional trying to develop her career.

She is in meetings all day and has her Windows phone switched to business tiles only

Janet stays at work until 11PM working. She does not answer non-business related texts and does not have time for her

personal life

With Windows Phone, Janet can have a work AND a personal life “room” (home page) to cater to her need to be a social

connector while still maintaining professionalism

She can call “best friend” and talk to her mom who is vacationing in Europe and maintain what is important in her personal life

(maintain balance)

Messaging: Self Loving Hipsters

Steve loves music. He often attends free concerts at the park and has a taste for all things indie (not a big fan of apple)

He looks for an alternative phone from the Android. He chooses the Windows phone because it has high

customizability. He fills his live tiles with things he uses and cares about most

At the park concert, he and his friends want to take pictures they can Instagram. The WP will allow him to take consecutive shots and

replace “I wasn’t ready” parts of the picture

He can sync everything that he has recorded on his through SkyDrive and automatically post onto Instagram and Facebook for

his friends who couldn’t make it to the concert

Thank you!

AppendixQualitative QuestionsS.W.O.T. AnalysisQuantitative ResearchPerceptual MapSecondary ResearchEthnographyPsychographic AnalysisCorrelation AnalysisChi-squared AnalysisANOVA Tests

Interviews – Qualitative Questions1. What made you purchase this phone? / Why did you switch to this phone? 2. How much do you know about other smart phones / Why do you think your phone is better or different? 3. Can you show me some of your favorite features of the phone? 4. What is your primary purpose for your phone? 5. Take me through your day of how you interact / use your phone. 6. What features do you want in your next phone? / How would you improve this phone? Are there any key missing features?---- show Windows Phone -----7. Has your perception changed about Windows phone? 8. What are some features of Windows phone that is interesting to you? 9. Would these features make you interested in purchasing this phone and why?10. Would you be interested in purchasing this phone in the future? (after your contract is expired or when you need to change the phone) 11. If you saw someone with a Windows phone, what perception do you have about the person?

Class Qualtrics

87.6% MBA students were persuaded by friends or families when buying a new phone.

72% of undergraduate students were persuaded by friends or families when buying a new phone.

Interviews – Qualitative Results

• Summarized here

S.W.O.T. AnalysisStrengths:

Compatible with other MS products

MS office 97% Market Share

User familiarity with MS products

Large amount of financial resources to sustain growth

Large customer base from X-Box Live

Weaknesses: Inability to market

innovative products successfully

Rigid development parameters for 3rd party developers

Still developing the app market

Opportunities: Large, nearly untapped

Mobile Gaming Market Existing Zune and

previous Windows Mobile customers

High growth potential for business phone users

Super Bowl Ads

Threats: Bad reputation in

smartphone market Nintendo’s push into the

Mobile Gaming market Constant innovation from

other OS models (iPhone & Android)

Conflicts with Google

Quantitative Research (MBA data)

Android OS Blackberry Samsung's OS(Bada)

iOS Symbian Windows Phone OS

Other0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

Quantitative Research (MBA data)Impression of OS

Android OS Blackberry Samsung's OS (Bada)

iOS Symbian Windows Phone OS

Other0

50

100

150

200

250

300

Quantitative Research (MBA data)

Android OS RIM Samsung (Bada)

IOS Symbian Windows Phone OS

Other0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

Which OS would you Recommend How likely you would recommend your current phone to a friend or colleague?

Average: 7.76/10

Quantitative Research (Survey data)

Recommen

dations

New an

d impro

ved fe

atures

Ability t

o sync d

evice

Rebate

from M

icroso

ft

Ability t

o end co

ntract

early

Media

buzz

Product

demo

Rebate

from em

ployer

Wouldn't s

witch

Other

Nothing would be r

equire

d0

50

100

150

200

250

300

Requirements to switch to Windows Phone OS

Quantitative Research• There was plenty of interesting data in the quantitative research

initially collected – MBA data and class survey data• However, the implications of the data were rather bleak

– Low purchase intention of Windows Phone OS– Low impression/favorability– Fairly low level of recommendation to friends

• And post-questionnaire survey data indicated that recommendation from friends/family is (one of) the most important requirements to switch to Windows Phone OS

• Some of our qualitative survey findings were more interesting for targeting and positioning strategies

• In order to get a better understanding of some of the factors we were interested in learning more about, we conducted our own Qualtrics survey (sample size 143)

Quantitative Research

• Overall distribution of our Qualtrics data

White

Native

American

or Alas

ka Nati

ve

Black o

r Afri

can Ameri

can Asian

Pacific Is

lander

Other0

40

80

120

Racial Distribution

Married Single Divorced Separated Widowed Living with partner

0

20

40

60

80

100

120

140

160

Marital Status

Quantitative Research

• Overall distribution of our Qualtrics data

Yes No0%

20%

40%

60%

80%

100%

120%

Do you have a child?

Series1Les

s than

$15,000

15,000 to $24,999

$25,000 to $34,999

$35,000 to $49,999

$50,000 to $74,999

$75,000 to $99,999

$100,000 to $124,999

$125,000 to $149,999

$150,000 to $199,999

$200,000 to $249,999

$250,000 or more

70

3 8 715 12 13

1 5 5 6

Income Distribution

Quantitative Research

• Overall distribution of our Qualtrics data

Adverti

sing a

nd PR

Aerosp

ace an

d defense

Automotive

Chemica

ls

Consumer

products

Consulting

Diversi

fied m

anufac

turing

Energ

y

Finan

cial se

rvice

Health

care

Internati

onal tra

de

Media

and en

tertai

nment

Mining/Mate

rials/

Constructi

on

Public inter

est

Real e

state

Tech

nology

Telec

ommunications

Transp

ortation

Trave

l and hosp

itality

Utilities

Profes

sional

Servi

ces

Other, plea

se sp

ecify

0

5

10

15

20

25

30

35

40

45

Career Aspiration

Quantitative Research

• Majority of these users had IPhones but the distribution of Apple users increased with the complementary products (ipad, ipod, mac).

42%

36%

2% 6%

1% 11%

2%

Distribution of OSApple Android Symbian WindowsBlackberry Non Smartphone Other

Apple

Android

Symbian

Windows

Blackb

erry

Non Smart

phoneOther

0%

10%

20%

30%

40%

50%

60%

70%

Users further segmented

PC usersIpod UsersGeneralIpad UsersMac Users

Quantitative Research

• As seen in the previous slides, doing our own survey, and distributing it to our friends had one key drawback:– Skewed sample set!

• Thus though our research (explained on following slides) gave us much more interesting conclusions, we must take it with a grain of salt due to the homogeneity of our survey takers

Quantitative Research

• These respondents ranked Office Integration as the most important attribute of the phone. However, we wanted to research more into what their primary attributes are.

Touch

Scree

n

Keypad

Weig

ht

Scree

n Size

Battery

Life

Design

Price

Camera

quality

Scree

n Clarity

(Pixe

ls)

Socia

l Netw

ork Integ

ration

Internet

Spee

d

Sync w

ith Google

Office Integ

ration

4.797.1 6.66 6.22

4.51 4.88 5.087.35 7.37

9.45

5.91

10.1711.5

Attribute of Phone

Quantitative Research

• Most important attributes of the Phone

Quantitative Research

• Second most important attributes of the Phone

Quantitative Research

• Third most important attributes of the Phone

Quantitative Research

• The main reason users switched phones was the termination of contract

finished with the contract

42%

influenced by a friend6%

affordability6%

design18%

other27%

Reason for Switching the Current Phone

Quantitative Research

• Our data says that 77% of our surveyors have heard of Windows Phone before.

77%

23%

Have heard of Windows PhoneYes No

Quantitative Research

• The overall perception of the Windows Phone

Quantitative Research

• Insight 1: Windows Phone has a multi-dimensional perception - “businessy”, fun, creative and tech savvy

Business

y

Fun an

d Creative

Tech

Savv

y

Exciti

ngSo

cial

Sophisti

cated

Cheap

Other

6458

50

23

41

30 28 31

Perception of Windows Phone

Quantitative Research

• Interestingly, people who have not heard of the Windows Phone before have a perception that the phone is more Business Oriented.

• People who have heard of the Windows Phone have the perception that the phone is more Fun and Creative

Business

y

Fun an

d Creative

Tech

Savv

y

Exciti

ngSo

cial

Sophisti

cated

Cheap

Other

22

4

11

2

79

4

9

Perception of Windows Phone (have not heard of WP)

Business

y

Fun an

d Creative

Tech

Savv

y

Exciti

ngSo

cial

Sophisti

cated

Cheap

Other

42

54

39

21

34

21 24 22

Perception of Windows Phone (heard of WP)

Quantitative Research

• Insight 2: Non-smartphone, blackberry and android users are less loyal than iOS users to their original operating system

Quantitative Research

• Insight 3: Demonstrating the phone plays a significant role in driving consumers’ purchasing behavior

Based on t-test and ANOVA analysis attached in appendix

Quantitative Research

Influencers76%

Non-Influencers24%

Techies

Influencers 29%

Non-Influencers 71%

Non-Techies

• Insight 4: Techies are a main source of WOM influencers

Qualtrics for Perceptual Maps

• Data based on 146 respondents regardless of their current OS• Consumers are asked to select their ratings for the speed, camera

resolution, applications and convenience of all four OS’s

Perceptual Map• The perceptual attributes are linear, making it a necessity to improve the

consumers’ perceptions for all attributes• Speed, convenience and camera resolution are under-perceived

• With the low price advantage, Windows Phone has a higher marginal benefit to increase the perceptual attributes (e.g. speed, camera resolution)

• Windows phone has a disadvantage on the ACTUAL quality and quantity of applications

Perceptual Map

Qualtrics Questions for Perceptual Maps

Additional Perceptual Maps

Secondary Research

We conducted secondary research into the positioning of the competitors in the entire market

• Android– Advertisements are largely positioned as anti-Apple.– Wide range of devices, aiming at the entire smartphone

market (diversity in price, feature set, etc), but no consistent branding of the OS.

• Blackberry– Catered to business needs. Seamless email

synchronization, with a strong sense of professionalism and efficiency

– Once a staple for business professionals. Now losing relevance, declining market share

Secondary Research

• Apple– Quality over price – lifestyle product for wealthy

people– Positioned as a fashion statement– High degree of “control” over the experience from

Apple

• Feature Phones– Market share largely based on price– No particular marketing positioning across

non-“smart” phones– High degree of simplicity – targeted towards the

older segment of the market

Ethnography

• We simulated the experience of a customer walking into mobile carrier stores with various consumer mindsets

Ethnography

• Consumer specifically interested in Windows Phone– Sales people only talk about “integration”, but don’t

demonstrate– If interest in WP is indicated, sales people don’t push further

and introduce more cool features to induce customer to BUY it– Don’t show people that they can edit Microsoft files, camera

resolution, choices of colors– AT&T

• Features shown/mentioned: Live tiles, People, Nokia City Lens, offline map, sync with Windows 8

– Verizon• Features shown/mentioned: Live tiles, People, integration with skydrive

and Windows 8• Sales person reiterated that Windows Phone application market is not

developed enough

Ethnography

• Consumer looking for any type of smart phone– Sales people are biased to what phone they like– Despite WP being a relatively new phone, sales people tend to

push for more popular phones like Android or the iPhone– Don’t necessarily highlight the best qualities of the phone– AT&T

• Salesperson noted that WP was her favorite smartphone, but took her repeated probing for her to actually start talking about the Windows Phone.

• Salesperson specifically said that she would recommend “iPhone for beginners of smart phones”

– Verizon• Only briefly mentioned the Windows Phone before quickly switching to the

Android phone.• When asked favorite phone type: sales person answered Android phone.

Spent the majority of the time explaining the variety of different Android phones.

Through Psychographic Analysis of class interview data,

we determined 3 factors

The 3 factors are the following:

Psychographic Analysis

Psychographic AnalysisIn order to confirm our hypothesis, we ran

Psychographic Analysis on our own qualtrics, we determined 4 factors

The 4 factors are the following:

Correlation AnalysisWe ran Correlation Analysis of the factors and

users’ attitudes

Correlation Analysis

However, the Correlation Analysis of the Qualtrics survey contradicted our hypothesis

Chi-Squared Analysis on Consideration (Consider Purchasing)

T-Tests on Purchase Intention

ANOVA on Purchase Consideration