Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
By Paninee Putwanphen
1
8/10/2010
Yikes, the
iPad is
killing our
The market’s growing
Kindle Where are we and
and we’re seeing intense
what do we want to
competition
do ?
We need a model to
identify our current
positioning and find
opportunities in the
market
2
8/10/2010
Answers:
Where are the gaps in the market?
"Where are we?" and "Where do we want to be?"
How do we differentiate?
Interpret
Evaluate opportunities and reposition
3
8/10/2010
Annual Sm.
Income Annual Adopter Facebook Screen Portable Color MultiMedia Applicati Web Preference Usage/
Names Range Gender Income Age Stage Usage Size Device Importance Capabilities on Usage Browsing Price Scale Importance
Susan A F $ 150 65 2.1 1.1 3.6 3.8 3.1 2.1 0.4 2.3 3.9 4.5-5 High
Kiki A F $ 150 60 2.7 1.3 3.2 3.5 2.3 3.4 1.7 2.8 4.3 3.5-4.4 High Medium
Mike A M $ 150 65 3.4 1.5 4.9 2.4 2.6 3.1 2 4.2 3.8 2.5-3.4 Medium
Bill A M $ 120 70 0.5 1.1 4.2 3.3 2.1 2.4 1.3 3.2 3.6 1.6-2.4 Low Medium
JG A M $ 100 70 5 4.7 3.4 4.9 4.3 4.5 3.9 4.8 2.5 0-1.5 Low
Phil A M $ 100 48 4.6 4.1 3.6 4.7 4.7 5 4.8 5 2.2
Henry B M $ 90 40 3.1 2.5 1.2 3.7 4.1 5 4.4 4.3 2.2 Adopter Status
Jackson B M $ 90 35 4.1 3.7 4.9 2.3 4.5 4.4 4.3 4.2 0.8 4.5 - 5 Innovator
Jason B M $ 80 30 4.9 4.8 3.1 4.1 4.5 4.8 4.7 4.9 2.2 3.5 - 4.4 Early Adopters
Russell B M $ 80 60 3.5 1.1 3.5 2.1 3.2 2.3 3.5 3.7 4.8 2.5 - 3.4 Early Majority
Pat B F $ 75 52 2.6 2.3 3.2 4.1 3.3 2.3 1.5 4.3 3.6 1.6-2.4 Late Majority
Judy B F $ 70 35 2.2 2.5 3.1 3.4 2.1 2.4 2.7 3.2 4.1 0-1.5 Laggards
Alex C M $ 60 45 3.5 2.1 4.5 2.2 3.2 4.1 2.1 3.5 3.8
Kate C F $ 60 40 2.3 2 3.7 4.6 2.1 2.3 2.6 2.8 4.3 Annual Income Range
Kasey C F $ 60 55 4 3.7 4.7 2.3 4.7 3.4 4.8 4.5 2.3 A $100K+
Phyllis C F $ 60 40 2 2.5 2.2 4.3 3.2 4.3 2.7 3.4 3.8 B $99-70K
Louise C F $ 60 80 1 0.5 4.3 2.1 1.4 1.8 1.1 1.6 4.5 C $69-60K
Jason M C M $ 60 32 3.4 2.1 4.7 3.1 3.7 2.4 3.5 3.8 4.7 D $59-50K
Linda D F $ 55 45 2.1 1.5 3.4 4.9 3.3 2.3 0.7 0.8 4.6 E $49-40K
George D M $ 55 47 4.1 1.3 3.6 2.4 2.3 3.6 2.5 2.8 4.7 F $39-30K
Brad D M $ 50 57 4.7 4.9 3.1 3.8 4.3 4.4 3.6 2.6 3.5 G $29-20K
Danny E M $ 45 58 2.1 0.5 2.1 2.2 2.3 2.3 3.1 2.3 5
Robert E M $ 40 55 2.5 2.5 3.1 3.4 3.1 3.5 3.2 3.4 4.9
Marilyn E F $ 40 55 2.6 2.1 2.8 4.6 2.7 2.9 1.2 2.4 4.6
Tommy E M $ 40 60 2.5 0.5 3.1 3.5 3.6 2.5 3.7 3.5 4.3
Lyn E F $ 40 43 1.1 1.1 2.1 3.7 3.8 3.9 3.2 3.8 4.9
Maureen F F $ 35 54 0.5 1.1 3.1 3.2 2.8 2.1 2.1 2.4 4.4
Bridget F F $ 30 28 4.6 3.8 3.1 4.2 4.5 4.1 4.6 5 2.1
Michael F M $ 30 58 2.7 2.1 3.4 4.1 5 4.3 2.6 3.5 3.7
Mari F F $ 30 47 2.5 2.6 4.2 2.3 3.2 3.4 2.1 3.2 4.2
Sue G F $ 24 21 4.5 4.9 4.2 2.3 4.9 3.9 2.9 3.6 4.7
Alexander G M $ 20 18 3.2 3.7 4.1 1.7 3.2 2.1 2.7 4.6 4.8
Harrison G M $ 20 16 3.5 2.1 2.1 4.7 4.5 2.3 2.7 3.7 3.5
4
8/10/2010
12.0 Que
iPad Que 3G
KindleDX
10.0
Low price with bigger screen ?
iPad 3G
Entourage
8.0
eSlick iRex iLiad
Sony 505 Nook
6.0
Kindle 2Alex
4.0 Sony 300
High price with smaller screen ?
NO
2.0
0.0
$0.00 $100.00 $200.00 $300.00 $400.00 $500.00 $600.00 $700.00 $800.00 $900.00
5
8/10/2010
Que-3G
$800
$700 Que-WiFi
iPad 3G
$600
$400 KindleDX
Alex
$300 Nook
Sony PRS-505 Kindle
eSlick
$200
$0
0 200000 400000 600000 800000 1000000 1200000 1400000
6
8/10/2010
$900.00
Que 3G
$800.00
Que
$700.00 iPad
$600.00 Entourage
iPad
$500.00 iRex iLiad Kindle DX
$400.00
Sony 505
$300.00
alex Nook
eSlick
$200.00 Kindle 2 Us only Connection
Sony 300 Global Connection
$100.00
Wifi+Btooth
4 F
G C B
Adopter Status C B E B
F
B
0 1 2 3 4 5
F C C G
C
2
E
D A
A D
A F E A B
C E E
7
8/10/2010
C
F
B F
B
4 D A
B E
E A
B
A
E
C
F
3
Screen Size
D A
F
G
0 1 2 E 3 4 C 5
B C
C B
2
G
Adopter Status
E
vs. Price
E E
5 G B
Price
C D G
D E
C
F
C E A
F
B
A
C 4 A C
F
A B
G D
Adopter Status A
C
0 1 2 3 B 4 A B 5
F
1 B
8
8/10/2010
9
8/10/2010
10