Description
This doc file is my midterm paper on New preoduct management. I analyzed some comments on New product web sites such as engadget. If you want to download, you are welcome.
Blogs Analysis
1
Blogs Analysis: New Ideas For Smart phones Altan-Uya and Gantuul Professor Christine Chou New Product Development April 26, 2011
Blogs Analysis
2
Abstract
The goal of this paper is:
(1) to analyze selected smart phone blogs and illustrate what are the most important (most
discussed) attributes of smart phone for early adopters on the web, in other words lead users, or customers;
(2) to search for ready-made new ideas for smart phone within the blog discussion. The
importance of illustrating most discussed attributes of a smart phone is to define on which attributes (battery life, CPU, camera, OS, etc.) we should focus on and (conduct) pursue our ideation process. If we find some ready-made new ideas, all we have to do is to examine those ideas, whether they can be good ideas for us in the current situation, or not.
Blogs Analysis
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Outline
I.Background A.Choosing blog postings B.Choosing readers’ comments I.Blogs Analysis A.Overview of original blogs postings B.Mapping the blogs I.Conclusion (final idea) II.Appendix III.Preference
Blogs Analysis
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Choosing blog postings The study of Conelia Droge and two others (2010) revealed that some blogs are much more influential than others and, thus, that selectivity in terms of the blogs chosen for scrutiny (or possibly participation) is necessary. But selection criteria can be difficult to specify: There is no standard way to measure blog ‘‘popularity,’’ even after blogs have been sorted by topic of interest or by target market. Consequently, the criteria depends on the purpose of study, and personal judgment. In order to choose the right blog, we decided to set some criteria, which will, we believe, lead us to the right choice. In this paper we will follow three rules to select blogs. Rule 1: Consider the blog’s popularity. There are differences between high ranking blogs and low ranking blogs. Engadget.com (which we have chosen to analyze) had 36592 subscribers as of 2006 and over 12 million pages view per month as of 2011 (). More people get involved in a discussion, more likely new ideas will arise. At least you can figure out what is the common concern among customers about a certain issue. And it is worth to focus on, or analyze further. Rule 2: Use the most up-to-date information for your blogs analysis. For example, if you analyze some blogs posted in 2003, you may come up with a new product idea which had already evolved into end-product in 2008. This is not the result that we want. We want a new product idea, which is valuable today. Therefore we tried to use the most up-to-date information. Rule 3: Find blogs that have the same topic, or the closest topic to your research. Apple sues Samsung for 'copying' the iPhone and iPad (engadget.com, April 18, 2011), for example, is the hottest topic of the smart phone market, and there are over 4600 comments, but it is not the closest topic for us. It doesn’t tell us about
Blogs Analysis
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customer problems, or new ideas for smart phones. So, we found that the new product reviews and previews are the closest to our goal. For example, T-Mobile G2x review. Based on the three above-mentioned rules, we chose five blogs from engadget.com. All five blogs we chose deal with new product reviews. These five blog postings are namely: (1) (1) HTC Thunderbolt and Windows Phone 7 reviews from Engadget.com, and HTC Desire, Mobiado CPTOO2, and Blackberry Empathy reviews from Mongolian websites. The reason we are focusing only on the new product reviews is for analyzing the attributes of smart phones.
Choosing readers’ comments The number of readers’ comments measure “attributes” of the original posting. The average number of reader’s comments of our chosen blogs postings was nine hundred, which means those reviews were attractive enough to gather hundreds of people and make them discuss and argue about the product features, functions, benefits, and many more. Although, we believe, we have chosen the best blog postings, the readers’ comments within the blogs were not the closest to our purpose and many of them were worthless and too noisy. Another problem is there are thousands of readers’ comments, most of which are useless to our purpose, and it made difficulty to map the blogs. So we also decided to choose readers’ comments regarding our purpose. Since most of our blog postings are older than a month, we don’t have to worry about the time of readers’ comment. In other words, “ adequacy of the two-week window”, or “adequacy of three days’ worth of readers’ comments” (Conelia Droge, 2010) are not of our concern. We have a sufficient number of readers’ comments, already. A new feature of engadget.com that helped us to choose readers’ comment was the rating of comments. It means that readers can up-rank the good comments, and down-rank the bad ones as well, while they are reading the customers’ comments. Rating is important
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because one comment that has 200 ratings is worth of 201 comments that have no rating at all. Unfortunately, it is common that some comments criticizing the quality of original blog postings, which is useless for us, tend to be ranked higher. If we find such ones among the high-ranked comments, we simply delete them and move to the next high-ranked comment. Finally we chose the twenty best ranked comments, (those) that are highly related to our topic, from one blog posting. Totally, we selected five hundred readers’ comments.
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Overview of blog postings The more the blogger said in terms of the details, the less readers commented (ConeliaDroge, 2010). As you may notice, all five blogs that we chose deal with reviews of the new released smart phones. All of five reviews explain new products in detail. They mention: Product 1. Brand and company name, and what version it is. 2. Overall appearance (Style):
What it is made of, height, width, weight, and sometimes compare its size to older version or potential competitors. 3. Hardware: • • Battery: (for example, battery life under normal use)
Camera capacity: (for example, 8 megapixels, etc.) They usually show the recorded videos, or photos taken by that phone.
•
Display: (for example, display resolution, touch screen, and ease of navigation, etc.)
•
Processor: (for example, 800 MHz, etc.) They always mention RAM (for example, 512 MB), CPU, memory, and sometimes they make some possible comparisons with old versions, or potential competitors.
•
Others: (for example, 4G, etc.) They also mention special hardware features of the product, if there is any .
1. Software:
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• •
Operating system: (for example, iOS, Android, etc.) Applications: (for example, Quick Office, etc.) Specially social networking applications: (skype, youtube, or facebook)
Price As I said these five new product reviews explain everything in detail, especially features. And three of them talked about product price, or related expenses, in case you buy those smart phones. But there were no comments or discussion regarding price on engadget.com, but there was discussion on price, whether is it reasonable, or not. Channel Two reviews from engadget.com did not discus about channels, or related links to the online store or retailers. I am not sure that AT&T logo on the phone reveals some channel information, or not. But three reviews from Mongolian sites did mention channel a lot, and related readers’ comments were also about channels. Promotion Bulk of the readers’ comments focus on quality of the bloggers review and criticize the reviewer (or blogger). For example, why he didn’t mention this disadvantage on the apple’s phones, or why you always mention only advantages of iphone, does apple pay you? It is clear that reviewers are somehow biased. But is highly doubtful to say that this review is a part of promotion of a proper company, or brand. The similarity of the contents of original blog postings enables us to compare readers’ comments horizontally within these blogs, later in this paper.
Mapping the blogs
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The purpose of mapping the blog discussion is to understand the process of discussion, and illustrate the topic that people are interested most. The general trend of commenting behavior of blog readers is: the higher the ranking of a comment, the more the discussions occur. As we mentioned earlier, there are thousands of readers’ comments on some blogs, and it makes it difficulty to draw a map and to illustrate what are the most discussed topics, or attributes. The numbered (twenty) comments of the first two maps are chosen, according to its ranking, from thousands of comments. We believe it can be the best representation of the rest of discussion. Below are five maps of the blogs and accompanying summaries of discussions.
Map of HTC Thunderbolt review
Figure 1
18. Agree
9. Positive comment
10. Positive comment
8. Agree
11. Agree
7. Disagree
2. Negative compariso n on CPU 16. Positive comparison
HTC Thunder bolt review
1.Negative comment on battery 20. Negative comment on design 21. Disagree
4. Agree 5. Disagre e
12. Agree
19. Agree
13. Agree
14. Agree
15. Agree
22. Disagree
*In this map, comments that respond to other comments are not direct responses, but can be indirect responses. (Because it is a collection of high-ranking comments) *Source: http://engadget.com
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Summary of the discussion The contents and the topic of a discussion among readers are highly dependent on the information provided by original posting (what the blogger said), and special features of a particular product. For HTC Thunderbolt, the majority of comments have to do with evaluation of the processor (CPU), and battery life. You can see it from the table below: Table 1
Prod uct
Evaluation Positive evaluation Processor Negative evaluation Positive evaluation Display Negative evaluation Positive evaluation Camera Negative evaluation Positive evaluation Hard ware Battery Negative evaluation Positive evaluation Operating system Negative evaluation Positive evaluation Soft ware Applications Negative evaluation Positive evaluation Style Negative evaluation General positive evaluation General negative evaluation Positive evaluation price Negative evaluation Positive evaluation channel Negative evaluation
Attributes
HTC Thunderbolt n=22 % 10 45.45 1 4.55 1 4.55 3 13.64 2 9.09 5 22.73 1 4.55 1 4.55 1 4.55 1 4.55 5 22.73 2 9.09 1 4.55 -
*n=21 is the total number of comments Either the original posting, or readers’ comments used comparisons a lot. In the table above, the positive evaluation refers to both positive comparisons and evaluations without comparisons. The same way, the negative evaluations are explained. Most of the 45,5% positive evaluations of the processor was about its speed comparing to potential competitors, and about almost 800 mb RAM, however some readers criticize it as being a single-core processor in the so called dual-core age. A lot of of readers (22.73%) were complaining about battery life, followed by 13.6% of
Blogs Analysis
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readers that were satisfied with the 8 megapixels camera, and so on. From the discussion, we would like to draw a simple conclusion that the greatest weakness of the HTC Thunderbolt is its battery, and it should be the field of ideation process not only for us, but also for the HTC’s new product team.
Map of Windows Phone 7 review
Figure 2
20. positive comment on Battery
15. Disagree
18. Disagree
19. positive comment
11. negative comment
8. Agree
2. Negative comment on application
Windows Phone 7
1. Positive comment on OS
3. Agree
9. Agree 7. negative comment 6. Positive comment
4. Agree
12. Agree
5. Disagree
13. Disagree
14. Agree
10. Agree
17. Agree
16. Agree
*Source: http://engadget.com *In this map, comments that respond to other comments are not direct responses, but can be indirect responses. (Because it is a collection of high-ranking comments) Summary of the discussion The background of the discussion for Windows Phone 7 is very identical to HTC
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Thunderbolt, or any other Engadget.com smart phone review. But you can see, from the table 2, the differences are in the discussion topics. The topic is Application, specially negative evaluations, such as why third-party applications are unable, etc. Table 2
Windows phone 7 n=21 % 1 4.76 1 4.76 1 4.76 0.00 1 4.76 1 4.76 3 14.29 0.00 2 9.52 1 4.76 2 9.52 6 28.57 1 4.76 1 5 2 2 4.76 23.81 9.52 9.52
Attributes Processor Display Camera Prod uct Hard ware Battery Operating system Soft ware Style Applications
Evaluation Positive evaluation Negative evaluation Positive evaluation Negative evaluation Positive evaluation Negative evaluation Positive evaluation Negative evaluation Positive evaluation Negative evaluation Positive evaluation Negative evaluation Positive evaluation
Negative evaluation General positive evaluation General negative evaluation Positive evaluation price Negative evaluation Positive evaluation channel Negative evaluation
*n=21 is the total number of comments
Concentrating on the new application is, may be, the best choice for Microsoft. And we also found some interesting comments, within the blog, that can be a good idea for new application. There are two examples, below:
“I'm just wondering with WP7, how does the login system work. For example, I have one hotmail account for my Xbox LIVE account, then I use my gmail account for email and another email address for facebook/twitter etc. Would I be able to sign into each and them all work in sync or is it only one account on the phone at a time?”
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“I like the idea of the new wp7 although I have yet to use one... but my question is why dont they make a touchable version of windows7 and add a phone to it... that way you actually have full control of your device and not controlled by what they give you.”
Blogs from Mongolian websites Map of HTC HTC desire Figure 3
2.functions In Mongolia,negative 14. disagree
12.negative comments
21.dis agree
5.disagr ee
3.price comment
??? Desire review
4.Positve comments
17.Agr ee
19.agree
18.comment on how to use
1.negative comment of channel 6. agree
20.Disagree
16.agre e
22.agree
15.agre e
7.agree
13.agre e
11.agree
10.agre e
9.agree
8. agree
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Table 3
Produ ct
Hardware
Software Style
price channel
Evaluation Positive evaluation Processor Negative evaluation Positive evaluation Display Negative evaluation Positive evaluation Camera Negative evaluation Positive evaluation Battery Negative evaluation Positive evaluation Operating system Negative evaluation Positive evaluation Applications Negative evaluation Positive evaluation Negative evaluation General positive evaluation General negative evaluation Positive evaluation Negative evaluation Positive evaluation Negative evaluation
Attributes
n=22
HTC desire % 4.55 36.36 4.55 9.09 45.45
1
8 1 2 10
Map of HTC Mobiado CPT002,Aston Martin Figure 4
27.commen t price 24. agree 23.com pare I phone 5 15.negat ive commen t battery 1.Positv e comme nts on design 16.Agree 28Agree
20.ag ree 11.D isag ree 12.ag ree 9.Di sagr ee 13 . Disa gree 8.agre e
Aston 19.posi martin tive review comme nt 7.positive gloves comment on display 17.agre e 18.agre e 21. agree 22.disa gree 26.agre e
2.Ag ree
3.disagree
4.Disagree
14 . Disa gree
5.disgree
16.agre e 25.disa gree
10.ag ree
6.agree
Table 4
Blogs Analysis
Mobiado CPM002 Aston Martin n=28 % 7 25.00 5 17.86 3 10.71 5 17.86 4 14.29 1 3.57 2 7.14 1 3.57 -
15
Prod uct
Evaluation Positive evaluation Processor Negative evaluation Positive evaluation Display Negative evaluation Positive evaluation Camera Negative evaluation Positive evaluation Hard ware Battery Negative evaluation Positive evaluation Operating system Negative evaluation Positive evaluation Soft ware Applications Negative evaluation Positive evaluation Styl e Negative evaluation General positive evaluation General negative evaluation Positive evaluation price Negative evaluation Positive evaluation channel Negative evaluation
Attributes
Map of HTC Blackberry Empathy Figure 5
10.cpu 1.positive comment on display Blackberr 13.positi y ve empathy comment review on desing 4.positive comment on ring 3.Positve comments 2.Agree 19Agree
14.agre e
5.Agre e
6.agree
12 agree
9.agr ee
7.agree
8.Disagree
15.agr ee
18 .Disag ree
20 .agre e
11.agree
21.disagre e
19.disa gree
17.agree
11.agree
16.agree
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Prod uct
Evaluation Positive evaluation Processor Negative evaluation Positive evaluation Display Negative evaluation Positive evaluation Camera Negative evaluation Positive evaluation Hard ware Battery Negative evaluation Positive evaluation Operating system Negative evaluation Positive evaluation Soft ware Applications Negative evaluation Positive evaluation Styl e Negative evaluation General positive evaluation General negative evaluation Positive evaluation price Negative evaluation Positive evaluation channel Negative evaluation
Attributes
Blackberry Empathy n=21 % 1 4.76 3 14.29 2 9.52 13 61.90 4 19.05 -
Table 5
Summary of the discussions for Mongolian blogs
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Because of lack of information about smart phones, Mongolian customers, blog readers usually ask general questions or express their desire to buy that smart phone. For Mongolian blogs this is general background of discussions. And there are no discussions about attributes or component of smart phones are likely to occur. A lot of comments of these blogs are discussing about sales channels (45.4%), general positive information 36%, price (10%). In this case the blogger is one of the Mongolian biggest telecommunication operator company that distributes HTC smart phones for Mongolian market. For this map most of the comments discussed about channel. Because there is some kind of limitation to buy this phone.
Smart phone called CTP002 would be a smart phone that’s designed by Aston Martin, which used to bring a touch of elegance. The phone itself will carry theAndroid operating system.Uniquely CTP002 phone will be presentwith a touch of transparent or translucent design, with two titanium materials on the right and left. While the screen using the glass for capacitive touch screen. Most of the comments of this blog are discussing about display (42%), style (32%), general information (10%), battery (10%). The customers' main idea is how to charge the battery and how to make all sections by crystal. So all customers want is to buy this phone with car. For some readers maybe this smart phone is very weak.
A new Blackberry Empathy concept phone has been designed by the participants at the Art Center College of Design. According to RIM, the sponsor of the project, the contacts are put forth graphically and each of them have an avatar which is bounded by two vibrant colored rings. The inner ring highlights the contact’s previous emotional state while the outer one depicts their present state. Most of the comments of this blog are discussing about display (14%), general information especially about ring (80 %), style (10%), processor (4%). The blog readers' main point is about phone’s ring. They want to know how to make it work, and
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what is the benefit for the owner.
Conclusion From or analysis, we concluded that applications for smart phone (Windows Phone 7
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example) and the battery (from HTC Thunderbolt example) of smart phones are the biggest source of critics, in our case, and also can be the greatest opportunity to increase their market share. Therefore, these weaknesses should be the center of ideation process. According to our instruction we have to propose only one final idea, so we decided to focus on the battery problem, which is popular among not only HTC smart phones, but also most of the competitors in the market.
1. From the blog discussion we also noticed that heavy use of a smart phone such
as watching Ustream video, video calling through skype, etc. requires longer battery life.
2. Nobody wants to plug in an additional portable device to support her/his
battery during the normal use, but it is different when customers are watching videos. They will not, we believe, hesitate to plug an additional portable device, if it supports and prolongs the battery life, or improves audio quality during the video (movies, youtube, etc.) or video calling. Our final idea is to produce one kind of portable device for smart phones that supports the battery life and audio quality during the heavy use (video calling, etc.). This product’s features are convenient to keep in your pocket, re-chargeable along with your phone for future use when it needed, and of course portable, you don’t have to use it under normal use (messaging, etc.).
doc_887049214.odt
This doc file is my midterm paper on New preoduct management. I analyzed some comments on New product web sites such as engadget. If you want to download, you are welcome.
Blogs Analysis
1
Blogs Analysis: New Ideas For Smart phones Altan-Uya and Gantuul Professor Christine Chou New Product Development April 26, 2011
Blogs Analysis
2
Abstract
The goal of this paper is:
(1) to analyze selected smart phone blogs and illustrate what are the most important (most
discussed) attributes of smart phone for early adopters on the web, in other words lead users, or customers;
(2) to search for ready-made new ideas for smart phone within the blog discussion. The
importance of illustrating most discussed attributes of a smart phone is to define on which attributes (battery life, CPU, camera, OS, etc.) we should focus on and (conduct) pursue our ideation process. If we find some ready-made new ideas, all we have to do is to examine those ideas, whether they can be good ideas for us in the current situation, or not.
Blogs Analysis
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Outline
I.Background A.Choosing blog postings B.Choosing readers’ comments I.Blogs Analysis A.Overview of original blogs postings B.Mapping the blogs I.Conclusion (final idea) II.Appendix III.Preference
Blogs Analysis
4
Choosing blog postings The study of Conelia Droge and two others (2010) revealed that some blogs are much more influential than others and, thus, that selectivity in terms of the blogs chosen for scrutiny (or possibly participation) is necessary. But selection criteria can be difficult to specify: There is no standard way to measure blog ‘‘popularity,’’ even after blogs have been sorted by topic of interest or by target market. Consequently, the criteria depends on the purpose of study, and personal judgment. In order to choose the right blog, we decided to set some criteria, which will, we believe, lead us to the right choice. In this paper we will follow three rules to select blogs. Rule 1: Consider the blog’s popularity. There are differences between high ranking blogs and low ranking blogs. Engadget.com (which we have chosen to analyze) had 36592 subscribers as of 2006 and over 12 million pages view per month as of 2011 (). More people get involved in a discussion, more likely new ideas will arise. At least you can figure out what is the common concern among customers about a certain issue. And it is worth to focus on, or analyze further. Rule 2: Use the most up-to-date information for your blogs analysis. For example, if you analyze some blogs posted in 2003, you may come up with a new product idea which had already evolved into end-product in 2008. This is not the result that we want. We want a new product idea, which is valuable today. Therefore we tried to use the most up-to-date information. Rule 3: Find blogs that have the same topic, or the closest topic to your research. Apple sues Samsung for 'copying' the iPhone and iPad (engadget.com, April 18, 2011), for example, is the hottest topic of the smart phone market, and there are over 4600 comments, but it is not the closest topic for us. It doesn’t tell us about
Blogs Analysis
5
customer problems, or new ideas for smart phones. So, we found that the new product reviews and previews are the closest to our goal. For example, T-Mobile G2x review. Based on the three above-mentioned rules, we chose five blogs from engadget.com. All five blogs we chose deal with new product reviews. These five blog postings are namely: (1) (1) HTC Thunderbolt and Windows Phone 7 reviews from Engadget.com, and HTC Desire, Mobiado CPTOO2, and Blackberry Empathy reviews from Mongolian websites. The reason we are focusing only on the new product reviews is for analyzing the attributes of smart phones.
Choosing readers’ comments The number of readers’ comments measure “attributes” of the original posting. The average number of reader’s comments of our chosen blogs postings was nine hundred, which means those reviews were attractive enough to gather hundreds of people and make them discuss and argue about the product features, functions, benefits, and many more. Although, we believe, we have chosen the best blog postings, the readers’ comments within the blogs were not the closest to our purpose and many of them were worthless and too noisy. Another problem is there are thousands of readers’ comments, most of which are useless to our purpose, and it made difficulty to map the blogs. So we also decided to choose readers’ comments regarding our purpose. Since most of our blog postings are older than a month, we don’t have to worry about the time of readers’ comment. In other words, “ adequacy of the two-week window”, or “adequacy of three days’ worth of readers’ comments” (Conelia Droge, 2010) are not of our concern. We have a sufficient number of readers’ comments, already. A new feature of engadget.com that helped us to choose readers’ comment was the rating of comments. It means that readers can up-rank the good comments, and down-rank the bad ones as well, while they are reading the customers’ comments. Rating is important
Blogs Analysis
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because one comment that has 200 ratings is worth of 201 comments that have no rating at all. Unfortunately, it is common that some comments criticizing the quality of original blog postings, which is useless for us, tend to be ranked higher. If we find such ones among the high-ranked comments, we simply delete them and move to the next high-ranked comment. Finally we chose the twenty best ranked comments, (those) that are highly related to our topic, from one blog posting. Totally, we selected five hundred readers’ comments.
Blogs Analysis
7
Overview of blog postings The more the blogger said in terms of the details, the less readers commented (ConeliaDroge, 2010). As you may notice, all five blogs that we chose deal with reviews of the new released smart phones. All of five reviews explain new products in detail. They mention: Product 1. Brand and company name, and what version it is. 2. Overall appearance (Style):
What it is made of, height, width, weight, and sometimes compare its size to older version or potential competitors. 3. Hardware: • • Battery: (for example, battery life under normal use)
Camera capacity: (for example, 8 megapixels, etc.) They usually show the recorded videos, or photos taken by that phone.
•
Display: (for example, display resolution, touch screen, and ease of navigation, etc.)
•
Processor: (for example, 800 MHz, etc.) They always mention RAM (for example, 512 MB), CPU, memory, and sometimes they make some possible comparisons with old versions, or potential competitors.
•
Others: (for example, 4G, etc.) They also mention special hardware features of the product, if there is any .
1. Software:
Blogs Analysis
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• •
Operating system: (for example, iOS, Android, etc.) Applications: (for example, Quick Office, etc.) Specially social networking applications: (skype, youtube, or facebook)
Price As I said these five new product reviews explain everything in detail, especially features. And three of them talked about product price, or related expenses, in case you buy those smart phones. But there were no comments or discussion regarding price on engadget.com, but there was discussion on price, whether is it reasonable, or not. Channel Two reviews from engadget.com did not discus about channels, or related links to the online store or retailers. I am not sure that AT&T logo on the phone reveals some channel information, or not. But three reviews from Mongolian sites did mention channel a lot, and related readers’ comments were also about channels. Promotion Bulk of the readers’ comments focus on quality of the bloggers review and criticize the reviewer (or blogger). For example, why he didn’t mention this disadvantage on the apple’s phones, or why you always mention only advantages of iphone, does apple pay you? It is clear that reviewers are somehow biased. But is highly doubtful to say that this review is a part of promotion of a proper company, or brand. The similarity of the contents of original blog postings enables us to compare readers’ comments horizontally within these blogs, later in this paper.
Mapping the blogs
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The purpose of mapping the blog discussion is to understand the process of discussion, and illustrate the topic that people are interested most. The general trend of commenting behavior of blog readers is: the higher the ranking of a comment, the more the discussions occur. As we mentioned earlier, there are thousands of readers’ comments on some blogs, and it makes it difficulty to draw a map and to illustrate what are the most discussed topics, or attributes. The numbered (twenty) comments of the first two maps are chosen, according to its ranking, from thousands of comments. We believe it can be the best representation of the rest of discussion. Below are five maps of the blogs and accompanying summaries of discussions.
Map of HTC Thunderbolt review
Figure 1
18. Agree
9. Positive comment
10. Positive comment
8. Agree
11. Agree
7. Disagree
2. Negative compariso n on CPU 16. Positive comparison
HTC Thunder bolt review
1.Negative comment on battery 20. Negative comment on design 21. Disagree
4. Agree 5. Disagre e
12. Agree
19. Agree
13. Agree
14. Agree
15. Agree
22. Disagree
*In this map, comments that respond to other comments are not direct responses, but can be indirect responses. (Because it is a collection of high-ranking comments) *Source: http://engadget.com
Blogs Analysis
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Summary of the discussion The contents and the topic of a discussion among readers are highly dependent on the information provided by original posting (what the blogger said), and special features of a particular product. For HTC Thunderbolt, the majority of comments have to do with evaluation of the processor (CPU), and battery life. You can see it from the table below: Table 1
Prod uct
Evaluation Positive evaluation Processor Negative evaluation Positive evaluation Display Negative evaluation Positive evaluation Camera Negative evaluation Positive evaluation Hard ware Battery Negative evaluation Positive evaluation Operating system Negative evaluation Positive evaluation Soft ware Applications Negative evaluation Positive evaluation Style Negative evaluation General positive evaluation General negative evaluation Positive evaluation price Negative evaluation Positive evaluation channel Negative evaluation
Attributes
HTC Thunderbolt n=22 % 10 45.45 1 4.55 1 4.55 3 13.64 2 9.09 5 22.73 1 4.55 1 4.55 1 4.55 1 4.55 5 22.73 2 9.09 1 4.55 -
*n=21 is the total number of comments Either the original posting, or readers’ comments used comparisons a lot. In the table above, the positive evaluation refers to both positive comparisons and evaluations without comparisons. The same way, the negative evaluations are explained. Most of the 45,5% positive evaluations of the processor was about its speed comparing to potential competitors, and about almost 800 mb RAM, however some readers criticize it as being a single-core processor in the so called dual-core age. A lot of of readers (22.73%) were complaining about battery life, followed by 13.6% of
Blogs Analysis
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readers that were satisfied with the 8 megapixels camera, and so on. From the discussion, we would like to draw a simple conclusion that the greatest weakness of the HTC Thunderbolt is its battery, and it should be the field of ideation process not only for us, but also for the HTC’s new product team.
Map of Windows Phone 7 review
Figure 2
20. positive comment on Battery
15. Disagree
18. Disagree
19. positive comment
11. negative comment
8. Agree
2. Negative comment on application
Windows Phone 7
1. Positive comment on OS
3. Agree
9. Agree 7. negative comment 6. Positive comment
4. Agree
12. Agree
5. Disagree
13. Disagree
14. Agree
10. Agree
17. Agree
16. Agree
*Source: http://engadget.com *In this map, comments that respond to other comments are not direct responses, but can be indirect responses. (Because it is a collection of high-ranking comments) Summary of the discussion The background of the discussion for Windows Phone 7 is very identical to HTC
Blogs Analysis
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Thunderbolt, or any other Engadget.com smart phone review. But you can see, from the table 2, the differences are in the discussion topics. The topic is Application, specially negative evaluations, such as why third-party applications are unable, etc. Table 2
Windows phone 7 n=21 % 1 4.76 1 4.76 1 4.76 0.00 1 4.76 1 4.76 3 14.29 0.00 2 9.52 1 4.76 2 9.52 6 28.57 1 4.76 1 5 2 2 4.76 23.81 9.52 9.52
Attributes Processor Display Camera Prod uct Hard ware Battery Operating system Soft ware Style Applications
Evaluation Positive evaluation Negative evaluation Positive evaluation Negative evaluation Positive evaluation Negative evaluation Positive evaluation Negative evaluation Positive evaluation Negative evaluation Positive evaluation Negative evaluation Positive evaluation
Negative evaluation General positive evaluation General negative evaluation Positive evaluation price Negative evaluation Positive evaluation channel Negative evaluation
*n=21 is the total number of comments
Concentrating on the new application is, may be, the best choice for Microsoft. And we also found some interesting comments, within the blog, that can be a good idea for new application. There are two examples, below:
“I'm just wondering with WP7, how does the login system work. For example, I have one hotmail account for my Xbox LIVE account, then I use my gmail account for email and another email address for facebook/twitter etc. Would I be able to sign into each and them all work in sync or is it only one account on the phone at a time?”
Blogs Analysis
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“I like the idea of the new wp7 although I have yet to use one... but my question is why dont they make a touchable version of windows7 and add a phone to it... that way you actually have full control of your device and not controlled by what they give you.”
Blogs from Mongolian websites Map of HTC HTC desire Figure 3
2.functions In Mongolia,negative 14. disagree
12.negative comments
21.dis agree
5.disagr ee
3.price comment
??? Desire review
4.Positve comments
17.Agr ee
19.agree
18.comment on how to use
1.negative comment of channel 6. agree
20.Disagree
16.agre e
22.agree
15.agre e
7.agree
13.agre e
11.agree
10.agre e
9.agree
8. agree
Blogs Analysis
14
Table 3
Produ ct
Hardware
Software Style
price channel
Evaluation Positive evaluation Processor Negative evaluation Positive evaluation Display Negative evaluation Positive evaluation Camera Negative evaluation Positive evaluation Battery Negative evaluation Positive evaluation Operating system Negative evaluation Positive evaluation Applications Negative evaluation Positive evaluation Negative evaluation General positive evaluation General negative evaluation Positive evaluation Negative evaluation Positive evaluation Negative evaluation
Attributes
n=22
HTC desire % 4.55 36.36 4.55 9.09 45.45
1
8 1 2 10
Map of HTC Mobiado CPT002,Aston Martin Figure 4
27.commen t price 24. agree 23.com pare I phone 5 15.negat ive commen t battery 1.Positv e comme nts on design 16.Agree 28Agree
20.ag ree 11.D isag ree 12.ag ree 9.Di sagr ee 13 . Disa gree 8.agre e
Aston 19.posi martin tive review comme nt 7.positive gloves comment on display 17.agre e 18.agre e 21. agree 22.disa gree 26.agre e
2.Ag ree
3.disagree
4.Disagree
14 . Disa gree
5.disgree
16.agre e 25.disa gree
10.ag ree
6.agree
Table 4
Blogs Analysis
Mobiado CPM002 Aston Martin n=28 % 7 25.00 5 17.86 3 10.71 5 17.86 4 14.29 1 3.57 2 7.14 1 3.57 -
15
Prod uct
Evaluation Positive evaluation Processor Negative evaluation Positive evaluation Display Negative evaluation Positive evaluation Camera Negative evaluation Positive evaluation Hard ware Battery Negative evaluation Positive evaluation Operating system Negative evaluation Positive evaluation Soft ware Applications Negative evaluation Positive evaluation Styl e Negative evaluation General positive evaluation General negative evaluation Positive evaluation price Negative evaluation Positive evaluation channel Negative evaluation
Attributes
Map of HTC Blackberry Empathy Figure 5
10.cpu 1.positive comment on display Blackberr 13.positi y ve empathy comment review on desing 4.positive comment on ring 3.Positve comments 2.Agree 19Agree
14.agre e
5.Agre e
6.agree
12 agree
9.agr ee
7.agree
8.Disagree
15.agr ee
18 .Disag ree
20 .agre e
11.agree
21.disagre e
19.disa gree
17.agree
11.agree
16.agree
Blogs Analysis
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Prod uct
Evaluation Positive evaluation Processor Negative evaluation Positive evaluation Display Negative evaluation Positive evaluation Camera Negative evaluation Positive evaluation Hard ware Battery Negative evaluation Positive evaluation Operating system Negative evaluation Positive evaluation Soft ware Applications Negative evaluation Positive evaluation Styl e Negative evaluation General positive evaluation General negative evaluation Positive evaluation price Negative evaluation Positive evaluation channel Negative evaluation
Attributes
Blackberry Empathy n=21 % 1 4.76 3 14.29 2 9.52 13 61.90 4 19.05 -
Table 5
Summary of the discussions for Mongolian blogs
Blogs Analysis
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Because of lack of information about smart phones, Mongolian customers, blog readers usually ask general questions or express their desire to buy that smart phone. For Mongolian blogs this is general background of discussions. And there are no discussions about attributes or component of smart phones are likely to occur. A lot of comments of these blogs are discussing about sales channels (45.4%), general positive information 36%, price (10%). In this case the blogger is one of the Mongolian biggest telecommunication operator company that distributes HTC smart phones for Mongolian market. For this map most of the comments discussed about channel. Because there is some kind of limitation to buy this phone.
Smart phone called CTP002 would be a smart phone that’s designed by Aston Martin, which used to bring a touch of elegance. The phone itself will carry theAndroid operating system.Uniquely CTP002 phone will be presentwith a touch of transparent or translucent design, with two titanium materials on the right and left. While the screen using the glass for capacitive touch screen. Most of the comments of this blog are discussing about display (42%), style (32%), general information (10%), battery (10%). The customers' main idea is how to charge the battery and how to make all sections by crystal. So all customers want is to buy this phone with car. For some readers maybe this smart phone is very weak.
A new Blackberry Empathy concept phone has been designed by the participants at the Art Center College of Design. According to RIM, the sponsor of the project, the contacts are put forth graphically and each of them have an avatar which is bounded by two vibrant colored rings. The inner ring highlights the contact’s previous emotional state while the outer one depicts their present state. Most of the comments of this blog are discussing about display (14%), general information especially about ring (80 %), style (10%), processor (4%). The blog readers' main point is about phone’s ring. They want to know how to make it work, and
Blogs Analysis
18
what is the benefit for the owner.
Conclusion From or analysis, we concluded that applications for smart phone (Windows Phone 7
Blogs Analysis
19
example) and the battery (from HTC Thunderbolt example) of smart phones are the biggest source of critics, in our case, and also can be the greatest opportunity to increase their market share. Therefore, these weaknesses should be the center of ideation process. According to our instruction we have to propose only one final idea, so we decided to focus on the battery problem, which is popular among not only HTC smart phones, but also most of the competitors in the market.
1. From the blog discussion we also noticed that heavy use of a smart phone such
as watching Ustream video, video calling through skype, etc. requires longer battery life.
2. Nobody wants to plug in an additional portable device to support her/his
battery during the normal use, but it is different when customers are watching videos. They will not, we believe, hesitate to plug an additional portable device, if it supports and prolongs the battery life, or improves audio quality during the video (movies, youtube, etc.) or video calling. Our final idea is to produce one kind of portable device for smart phones that supports the battery life and audio quality during the heavy use (video calling, etc.). This product’s features are convenient to keep in your pocket, re-chargeable along with your phone for future use when it needed, and of course portable, you don’t have to use it under normal use (messaging, etc.).
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