Microsoft phones

1. What should Microsoft Mobile’s next phone features be?
17-12-2014

2. Presentation Flow
1.Background
2.Parameters & Techniques
3.FGD Analysis
4.Questionnaire Data Analysis
1.Cluster Analysis
2.Factor Analysis
5.Interpretation
6.What does the data says
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3. Background
Android has seen an increase in global smartphone market share whereas Microsoft Mobile (erstwhile Nokia) and Apple’s iOS saw a decline.
Now we, Microsoft Mobile, want to gauge what exactly is Android platform doing correctly which is being widely accepted vis-à-vis other brands.
So in this market research assignment we attempt to understand where Microsoft Mobile is lagging in comparison with Android phones.
So these would become the areas of improvement for Microsoft Mobile while launching subsequent mobiles.
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4. Parameters & Techniques
Parameters
Age
Usage (How dependant are you on your phone?)
First time buyer, repeat buyer
Income
Willingness to spend on new mobiles
Gender
Techniques
Qualitative
Focus Group Discussion
Quantitative
Questionnaire
Combined questionnaire on Hardware & Software features.
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5. Focus Group Discussion Analysis
Age group of respondents 19-21 years
They prefer Non Microsoft mobile having Android OS because:
Reference from friends
More number of applications
Less costly phones
Respondents feel that the above things are not provided by Microsoft/Nokia
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6. Questionnaire Data and Analysis
Total respondents = 100
Analysis used
Cluster Analysis
Factor Analysis
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7. Analysis (Cluster Analysis of All Samples)
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9. Interpretation
1
2
3
4
Age
19-25
26-35
26-35
19-26
Gender
Male
Male
Male
Male
Willing to spend
30k+
10-18k
5-10k
10-18k
Low Weightage
•VPA
•Music Store
•Games
•VPA
•Home Screen
•External Mem
•Music
•Games
•VPA
•Apps
•Games
Fair Weightage
•Office
•Internal Memory
•Apps
•Music
•Camera
•Email
•Social Network
•VPA
•Camera
•Internal Memory
•Home screen
•Office
•Camera
High Weightage
•Home Screen
•Battery
•RAM
•Email
•Call
•Social Network
•Battery
•RAM
•Call
•Office
•Home Screen
•Office
•Music Store
•Battery
•Call
•Social Network
•Music Store
•Call
•Music
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10. Analysis of 10-18k Price range users
Sample = 45
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11. Interpretation
1
2
3
4
Screen Size
4 - 4.5
4 – 4.5
4 – 4.5
4 – 4.5
Screen Type
Super Amoled
Super Amoled
Super Amoled
Super Amoled
OS
Windows
Android
Android
Android
Low Weightage
•VPA
•VPA
•Home Screen
•External Mem
•Music
•Email
•Social Network
•Games
•Music Store
•Apps
•Games
Fair Weightage
•Internal Memory
•Apps
•Music
•Camera
•Games
•Camera
•VPA
•Camera
•Internal Memory
•Home screen
•Camera
•VPA
High Weightage
•Home Screen
•Battery
•RAM
•Email
•Call
•Social Network
•Office
•Music Store
•Battery
•RAM
•Call
•Apps
•Home Screen
•Office
•Battery
•Call
•Social Network
•Music Store
•Call
•Music
•Office
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12. FACTOR ANALYSIS
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13. FACTOR ANALYSIS
All the Variables have correlation with the factors as listed below-
Hardware:
CAMERA
INTERNAL MEMORY
EXTERNAL MEMORY
BATTERY
RAM
Software:
VPA (Voice Personal Assistance)
HOME SCREEN
OFFICE SUITE
MUSIC STORE
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14. One-Way Anova Test
VARIABLES
SIG.
INCOME
INTERNAL MEMORY
0.036
INCOME
BATTERY
0.010
INCOME
CAMERA
0.008
OPERATING SYSTEM
MUSIC STORE
0.044
OPERATING SYSTEM
OFFICE SUITE
0.123
OPERATING SYSTEM
RAM
0.011
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15. Analysis (One-Way Anova)
Across all the income groups Mobile Phone Hardware factor have the same High impact on the buying behavior.
Software factors might vary across different income groups in terms of their significance.
For different types of operating system we have a mixed significance level across Hardware and Software’s.
Consumers using Windows or Android platform might differ in terms of hardware and software requirement
Common variables which are highly significant with different Operating system consumers are
Music Store
Office Suite
RAM
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16. What does the data says?
Current Microsoft Windows mobile users are happy with the features provided by Microsoft
Other OS users have high liking towards Dynamic Home Screen and Office Suite provided by Microsoft
Microsoft needs to improve on Apps base
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17. What does the data says?
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