KANO’S MODELGroup Members

Urvashi AthavaleSaloni MehraQaisa Husein

Sheikh Rehmatullah

Product Category Chosen

Smartphones

History of Smartphones

Initial smartphones – PDA + mobile phones

1992 - IBM Simon can be called the first smartphone even though word was not coined

1997 - Ericsson described its GS 88 "Penelope" concept as a Smart Phone

Late 1990s – Most people carried separate dedicated PDA devices along with basic functioning phones

History of Smartphones

2000 – Symbian becomes first modern mobile OS with launch of Ericsson R380

2002 – Blackberry released first smartphone

2007 – Apple iPhone with iOS is launched

2008 – First Android phone HTC released

2009 – Samsung Galaxy is unveiled

History of Smartphones

Rest is (recent) History….

Kano’s Model of Customer Satisfaction

Kano’s Model of Customer Satisfaction

Applying the model on the Smartphone category around five years ago, following is the list of three levels of features we have designed…

Once upon a time

Assumed features –

Make and receive calls Text messages Web browser Operating System Storing telephone numbers / address book Games Camera Loudspeaker 3mm Jack

Once upon a time

Expected Features –

Megapixel Camera Editing Microsoft Office documents Editing images Bluetooth Touchscreen Better screen resolution Clamshell Design

Once upon a time

Delighting Features –   Free Bluetooth headset Changeable cover Optical Zoom Switchable LED light High internal storage

Today you would say…

Assumed features -  

Make and receive calls Text messages Web browser Operating System Storing telephone numbers / address book Games Camera Megapixel Camera Editing Microsoft Office documents Editing images Bluetooth Touchscreen Higher internal memory AMOLED Display Gorilla Glass

Today you would say…

Expected Features 

HD Camera with LED Flash HD Recording Expandable memory OS updates Sleek Design Display resolution Music and Video compatible formats Third party applications Bigger display

Today you would say…

Delighting Features  Free Sports Arm Band Case Voice Command Wifi Hotspot Two – face Camera Dual Sim Eye Tracker

Singing the Samsung note

Before we try to envision in the future, let’s analyse this model in the light of a successful smartphone brand – ‘Samsung’

After unleashing in 2009, there is nothing stopping its Galaxy line

Through quick transitions and improvements in technology, it varies its assumed, expected and delighting features with every upgrade of the ‘S’ model.

Singing the Samsung note

Despite heavy competition from Apple’s iPhone, Samsung has been the market leader in India owing to lower prices.

Another factor contributing to higher sales is its policy of open coding of third party apps under the API

Anyone can design a code for an innovative app and float it in the market

Samsung Galaxy S to Galaxy SII – Assumed Features

Display – Super AMOLED Capacitive Touchscreen, 16M Colours

Multi touch

Corning Gorilla Glass

Loudspeaker

3mm Jack

GPS

Samsung Galaxy S to Galaxy SII – Expected Features

Galaxy S

Screen Size – 4.0 inches

Internal Memory – 8/16 GB, 512 MB RAM

Camera – 5 MP

Galaxy SII

4.3 inches

16/32 GB, 1 GB RAM

8 MP with LED flash

Samsung Galaxy S to Galaxy SII – Delighting Features

Galaxy S

Secondary Camera - VGA

Colours – Black and White

CPU – 1 GHz

Galaxy SII

2 MP

Black, White and Pink

Dual Core 1 GHz

Samsung Galaxy SII to S3 – Expected Features

Samsung Galaxy SII to S3 – Expected Features

Samsung Galaxy SII to S3 – Delighting Features

Wireless Charging

Drop box (80GB storage)

S Voice Natural Language and Command dictation

Beyond S 1,2 & 3 – Galaxy S4

Expected Features

Octa Core (1.6 GHz Quad + 1.2 GHz Quad) Processor

5-inch Full HD Super AMOLED Touchscreen with 441 ppi

Memory – 2GB RAM

Beyond S 1,2 & 3 – Galaxy S4

Delighting Features

Camera - Dual Shot and Sound & Shot

Samsung Smart Scroll, Samsung Smart Pause

IR LED (Remote Control)

Temperature and Humidity Sensor

So, back to the prospects in future…

Tricorder Smartphones

So, back to the prospects in future…

Smartphone Retinal Scan

So, back to the prospects in future…

Faster than modern desktop

So, back to the prospects in future…

Universal Translator

So, back to the prospects in future…

Bendable Screens

So, back to the prospects in future…

Smartphone Entry Pass

So, back to the prospects in future…

In-Location Assistance

So, back to the prospects in future…

Dependable waterproof Smartphones

So, back to the prospects in future…

Wearable Feedback

Most importantly for us…

All Day Battery Life