Global Female Mobile
Client : Samsung Electronics
This project began to understand female mobilephone users’ lifestyle to identify their latent needs and preferred style, inorder to develop a mobile phone concept. We met with a variety of femaleconsumers from various countries and conducted interviews to find out abouttheir lifestyle, interests, mobile phone behaviors and preferred style. Theresearch and analysis revealed that there existed a common preference and needsthat transcended cultural differences. Based on the findings, Crevate coulddevelop a female phone concept that uniquely defines the attributes offemininity Media Network Developing various service model between media anddevice Client : LG Electronics Service models optimized for diverse mediacontents is becoming significantly important. LG Electronics and Crevate beganthis project exploring new possible service ideas based on existing networkingamong different devices. More specifically, the project aimed to develop medianetworking business model for current digital devices. We began withapproaching the situational context where diverse media are used. Understandingthe context surrounding the environment and the process of how consumerscreated and received contents was very important in pinpointing their needs. Wecategorized online contents that are increasing in pervasiveness in three keywords,and explored new methods of efficiently providing original media and new formsof media. Based on these research findings, we generated ideas to develop waysto provide diverse type of media networking and visualized them as userscenarios. Mobile SNS Validation of new mobile service concept andextracting user persona ‘Who are around me right now?’ ‘What do thosepeople listen to and watch?’ ‘How could I have some interesting time aroundhere?’ Consumers are increasingly demanding contextualized information andmethods of interactive communication with people around them. To realize theseneeds, Samsung Electronics developed a new SNS concept that connected people,providing information according to various consumer contexts. But there was aneed to validate the specific contexts they used the service, and confirm the detailsthey purposed to satisfy. To answer these questions, we used a variety ofmethodologies. To begin, we asked the consumers to fill in Wish Diary, a diaryto keep for a week while they carried out given missions. The game element of‘mission’ allowed the consumers to write the diary naturally as if they wereplaying, so that we could identify the needs related to the service and validateeach features. Also, we received ideas that could improve the service conceptsfrom the consumers. Photographing their daily lives showed their significantmoments, and the contexts the consumers thought important. At Open InnovationPlay, the consumers and facilitators derived ideas to refine the concept andformed user persona for the service. Based on these research and analysisprocess, we could identify the strengths and weaknesses of the service andredefined the service concept from service re-structuring. Future technology Ideas for future network to develop technologyroadmap There is increasing interest on the networkingbetween various products. The main issue so far has been focused on how toconnect the devices (how to automate and manage the connection) and thecontents on the connection (how to share the contents). Then, what should bethe core benefit and value of network under the circumstances with so manydevices, convergence among the devices, infinite number of contents andnetworking of everything? To find the answer for this question, we firstfocused on the three main areas of networking and derived six themes. Based onthese research, we generated ideas for product concepts that enables a varietyof forms of networking. After filtering the ideas with agreed criteria, wefinally chose 10 main concepts and conducted consumer research on the newnessand usefulness. The top three concepts were then developed on specific featurelevel and delivered with user scenarios. Mobile Segmentation Consumer segmentation from mobile phone usagepatterns and lifestyle.
Mobile phone will be the product with the shortestreplacement cycle from rapid changing consumer needs. This project began withthinking about the differentiating points of a new mobile phone product. Whatexactly do consumers feel ‘new’? Before that, do consumers really wantsomething new? To answer these questions we needed to delve into their latentneeds. We started from the premise that segmenting consumers based on theirlatent needs and finding opportunities for each type would best satisfy them.Firstly, we studied the meaning of mobile phones in each time period andinterpreted the significance of the paradigm changes. Consumer segmentation isusually done via quantitative research. But this approach is difficult tocapture the complex and multi-faceted consumer needs. Therefore Crevate appliedqualitative research methods to categorize people based on their lifestyle andlatent needs. The consumer research covered a variety of age group, fromteenagers to people in their 50’s. We set three contexts around mobile phonesand analyzed their needs and everyday lifestyle. Through Creative Workshop wecould roughly categorize mobile consumers and linked their needs and mobilephone device. Through additional analysis and synthesis, we segmented theconsumers in 4 groups based on the benefits they expected from mobile phones.Finally we defined the services and functions suitable for each segment toexplore new opportunities. |