Analysis of customer needs of 3G mobile phone products, customized design ideas

Paper Keywords: 3G mobile phones, customer demand, customized
Abstract: With the pace of corporate restructuring, 3G licenses will be issued as soon as the agenda .3 operators need to prepare in advance, fight this battle for 3G. Which is one of the key aspects of good end of the reserve . full use of existing users of each operator control of resources, focusing on mining features 3G mobile terminal status of individual requirements, for three full-service business operators and equipment manufacturers to provide valuable reference for advice.


The first generation of phones only for voice calls, while the second-generation mobile phones will increase the function of receiving data, the third generation of the main difference with the previous two generations of voice and data rate transmission is on the increase, it can handle images, music, video streaming other forms of media.

The development of 3G services to stimulate and promote the development of mobile terminals, smart phones is the 3G data applications is undoubtedly a formal warm-up before running. According to the analysis, the most popular 3G product to have the price in 1000 ~ 3001) dollars between, with music playback, storage capacity and data transmission and other functions, the basic characteristics of dual-mode black straight.

But the 3G era is of a "personalized" signs of the times, you need to design a customized product to the fierce competition in the market the bag. This will be the user belongs to the main line of business of brand segmentation, analysis of different users on the features, prices, , elements of styles and colors, and other products unique preferences, most users need for the design of 3G phones to provide ideas.

A function of preference
Users begin using the new 3G services, the initial visual experience is very important. Users to experience the business end, if the terminal defects, complicated operation, friendly interface, even if the business of the appropriate price, attractive content, the user may not have sufficient patience and confidence to continue to use. Therefore, the development of end-functional design of the product is very important.

Analysis: the business users are on the brand messaging, music, video and other entertainment features, storage capacity, data transmission, there is a big demand for data capabilities. But different business user features brand preference showed different patterns:
* GSM users: on the office software, multimedia, operating systems, video and camera features most valued, followed by data transmission, Internet access, user interface and SMS. Can be seen, the global business functions through the user preferences, followed by entertainment;
* Shenzhouxing users: on the MMS, photo albums, games and music preferences the most, with a typical entertainment preferences;
* M-Zone users: The target users are hyperactive, have a variety of features of considerable interest, this part of the user also has two major characteristics of technology and entertainment preferences;
* Wishful Messenger users: for text messages, take pictures and play the highest interest, mainly located in the entertainment function;
The World Wind users: the operating system, office software and user interface is most valued, belongs Preference business functions;
• New power users: the dynamic characteristics resembles Strip, in addition to office software and operating system functions, both expressed concern for other functions, including search, games, music, albums, data transmission, camera and video the highest degree of concern;
* PHS users: the most valued search, games, and payment functions, followed by office software, music and photo album belonging to the basic business use type.

Overall, China Mobile and China Unicom's World Wind users with similar functional requirements, have stressed office software, operating systems and other business functions; and dynamic areas of China Mobile and China Unicom users a new force also has a similar feature preferences , belongs to sensitive technology and entertainment; contrast, Shenzhouxing and fortunes through the larger users of entertainment preferences.

2 price preference
Accepted by the brand mobile phone price in 1000 ~ 3000 yuan, but the business of mobile phone brands an acceptable stall very different distribution pattern of the user (see Figure 1). Which:

* Wishful Messenger users: their preference for low-priced mobile phones;
The World Wind users: an acceptable price is relatively higher mobile phone, 2 000 to 3 000 yuan a larger proportion; In addition, acceptable 4 000 ~ 5 000 stalls are the biggest percentage of users of China Unicom's World Wind users;

* GSM users: Acceptable 2 000 to 3 000 per stall is the largest percentage of users;
* PHS users: accepted 3 000 to 4 000 yuan a larger proportion of the population.

High-end positioning in the GSM mobile phone users and the World Wind users, mobile phone price at an acceptable 3 000 2 000 yuan, while the majority of users to accept other brands 1 000 to 2 000 million mobile phone stalls (see Table 1), note that :

• You can accept the price of 40.005 million mobile phone users the highest proportion of elements of groups for the World Wind users;
* Part of the PHS mobile phone users to accept a relatively high price, relatively speaking, this part of the user companies compete for customers in the future focus.

3 teaching style preferences
Candy bar and slider phones are the primary users of each brand style selected (see Figure 2), where:

Links to Research Papers Download http://www.hi138.com �� GSM users: The slider phone has a large preference;
* Shenzhouxing Users: preferences folding type mobile phone;
* M-Zone users: in addition to other styles of folding mobile phones can be accepted;
The World Wind Users: Users do not particularly prominent on the style preferences;
* Wishful Messenger users: The slider phone has a certain degree of preference;
• New power users: do not like the slider and rotary style;
* PHS users: partial folding and rotation of the models.

4 color preference
Black and silver is the brand for all business users main colors (see Figure 3). But:


* GSM users: preference for large red and silver;
* Shenzhouxing user: not very sensitive to color, contrast, yellow favoritism;
* M-Zone users: In addition to not like a red color as they love the other;
* Wishful Messenger users: a higher degree of preference for red and blue;
The World Wind users: comparison of black and yellow, love;
• New power users: little interest in addition to black blue, the phone can accept other colors;
* PHS users: like all kinds of colors, red for their favorites.

5 mode preference
Dual / multi-mode 3G terminal for business development. From a user point of view, dual / multi-mode terminal will help to overcome the isolation caused by the network services market segmentation, to provide customer service experience. Through Research, 2G/3G of Huan-mode mobile phone users to become the most popular brands in all business phone mode, and users of the service brand recognition in the highest terms of functional requirements, shown in Figure 4.


6 based on the individual needs of the user's 3G mobile phone design
User needs of different requirements of end-oriented personality. Combine different product characteristics the user preference (see Table 2) for new product design, form the main product segments.

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