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Contents
Welcome to the future. .................................................................................................................................................... 2
Core competencies ........................................................................................................................................................ 2
Key Features of SO+ .......................................................................................................................................................... 3
Our Insights........................................................................................................................................................................... 5
Secondary Market Research for SO+ ......................................................................................................................... 5
Part One- Macro-environment Indicators .......................................................................................................... 6
Conclusion on General Trend of the Market ................................................................................................ 8
Part Two Industry Specific Market Analysis .................................................................................................. 9
U.S. Industry of Computer Stores ...................................................................................................................... 9
U.S. Industry of Mobile Phones .......................................................................................................................... 9
Conclusion on Industry-specific Analysis .................................................................................................. 10
Primary Research Planning ........................................................................................................................................ 11
SO+ Online Survey Report ...................................................................................................................................... 11
Focus Group research............................................................................................................................................... 13
Marketing Goals, Timing, and Strategies .............................................................................................................. 14
Marketing Campaigns ............................................................................................................................................... 14
Safe to Save Program ....................................................................................................................................... 14
SO+ Celebrity Endorsement Program .......................................................................................................... 15
4Ps .......................................................................................................................................................................................... 16
SWOT .................................................................................................................................................................................... 17
Government body............................................................................................................................................................ 20
COST ...................................................................................................................................................................................... 21
Appendix ............................................................................................................................................................................. 22
Primary Research ....................................................................................................................................................... 22
Focus Group .................................................................................................................................................................. 29
Art Work and Posters ............................................................................................................................................... 31
Works Cited ....................................................................................................................................................................... 32

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Welcome to the future.
As one of the subsidiaries of Apple Inc., SO+ extends the mission of our parent company to
make a contribution to the world by making tools for the mind that advance humankind. Our
mission is to create tools to inspire and enhance human nature of communication between
children and parents. We aim to provide better communication between children and parents
in order to make sure that children are kept away from danger: from safe to save.
Childhood is a golden age to learn, discover, and have fun. However, it is also full of danger.
After interviewing with different parents, they all expressed serious concerns about the safety
of their children in everyday life. Therefore, we proudly introduced SO+, a wrist-phone
specifically designed for children; it is simple for children to use, and allow parents to call, text,
and even track their childrens location at anytime. With SO+, parents can let their children
explore their little universe safely while keeping connection with them anytime, anywhere.
However, we did not stop just right there. In order to fulfil our mission: from safe to save, we
will donate one dollar to the National Centre of Missing and Exploited Children upon each
purchases of SO+. Through this simple action, we hope to bring our message to the society; we
aim to save more children from danger.
Core competencies
Safer, Better, Smarter.
The core competency of SO+ is to provide devices that are simpler, smarter, and safer. We aim
to make this world a more secure and fun place for children to explore without risks.




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Key Features of SO+

CALL
With SIRI for kids calls, parents can pre-program up to 3 phone numbers that their child can
call with specific voice recognition phrases. Children than can just say the key phrases and call
without touching any buttons.

TEXT
With Speech-to-Text technology, children just need to speak the contents to SO+; SO+ would
automatically transform the speech into text messages and send the messages to their parents
seamlessly.
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LOCATE
With GPS technology, parents can always see the precise location of their children on the map
of their iPhone, iPad, and computers.

MAYDAY
There is a red MAYDAY button on SO+. In the event of an emergency, children can press the
MAYDAY button for 5 seconds; then SO+ would automatically send a push message with his
current location and set up a voice connection between the child and his parents. Parents can
then decide whether to call 911 or not.
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DANGERZONE
Parents can set up a virtual radius as a DangerZone around a certain area. When children get
inside the area, SO+ would automatically send a push notification to parents.
Our Insights
Besides keeping children safe, we also want SO+ to help children learning in a better way.
Therefore, we are now reaching out to a number of Children Learning companies, such as Leap
Frog and JumpStart, to develop learning applications for SO+. This update will be avaliable
through a free update kit wirelessly by 2015. Parents can then purchase suitable learning
applications and music on our redesigned App Store for kids.
Secondary Market Research for SO+
SO+ can be viewed as a simplified smart phone specifically designed for children. Its features
include integrated GPS locator and automated alert messages that can be triggered and sent to
parents when the children is engaged in potentially dangerous situations.
In this secondary market research, we will first look at the macro-environment of the U.S.
economy since the depression in 2008, then analyze our market strategy based on a full market
report of the U.S. mobile phone market from MarketLine Industry Profile and a brief view on
the market environment of computer stores in the U.S.
SO+ is a product that closely focuses on consumers with young children. At the same time, we
have clearly realized that it is not a product that is essential to our consumers daily lives.
Therefore, it is considered more of a luxury. Since the depression in 2008, a large portion of
consumers in this country have delayed their consumption and reduced spending on luxury.
Therefore, it is essential for us to understand whether this trend of delaying spending will
continue in the coming year so that we can figure out the best pricing and brand-positioning
strategies for our product.
The study of market report on U.S. mobile phone market gives us a more close view on the
environment of our target market. We look at the mobile phone market because our product
serves similar functions to a simplified version of smart phone. We will also briefly look discuss
the market environment of computer stores in the U.S., which includes Best Buy Co. Inc and
Apple Computer Inc. because these companies will most likely become our retailers.
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Part One- Macro-environment Indicators

Per capita Disposable Income:
Estimated Value in 2013: $32,897
2008-2013 Compound Growth: -0.2%
Forecast Value for 2018: $37,249
2013-2018 Compound Growth: 2.5%
(According to IBIS World)

One of the most important indicators in retail and technology-related industry is per capita
disposable income, which determines the capability of an individual consumer to afford goods
or services.
According to IBIS World Business Environment Profiles, per capita disposable income showed
positive increase in 2010 due to the resurging profit and stabilizing stock markets after the
recession. However, unrelenting unemployment, depressing housing market, and public debt
pressured growth in per capita disposable income. Consequently, growth in disposable
incomes weakened to 0.6% and 0.8% in 2011 and 2012, respectively. In 2013, per capita
disposable income is expected to increase 0.3% to $32,897.
IBIS World expects economic indicators that a greater number of Americans returning to work
will combine with improved housing and stock values to make consumers willing to spend on
purchases delayed during the recession. Per capita disposable income will show continuous
increase but at slower annualized rate compared to the five years to 2006.
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Consumer Confidence Index:
Estimated Value in 2013: 68.7 Index value
2008-2013 Compound Growth: 3.5%
Forecast Value for 2018: 88.6 Index value
2013-2018 Compound Growth: 5.2%

Consumer confidence index is used to measure the degree of optimism on the state of the
economy that consumers are expressing through their activities of savings and spending
(Wikipedia). According to IBIS World, CCI has been increasing steadily since 2009. However,
the estimated 2013 average will remain at a level commonly associated with recessions due to
the high unemployment, US public debt, and the turmoil in Europe.
Over the five years to 2018, IBIS World expects consumer confidence to recover in stride with
the economy and employment. Returning to work and regaining a steady income will make
individuals considerably more positive about future prospects and thus amiable to large
purchases. Unfortunately, the depth and magnitude of the downturn will mean that this
recovery will take place slowly. In 2018, the CCI will still be well below 2007s average of
103.4.




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Household Earning More than $100,000:
Estimated Value in 2013: 21.9%
2008-2013 Growth: 2.0 percentage points
Forecast Value for 2018: 23.4%
2013-2018 Growth: 1.5 percentage points
According to IBIS World Business Environment Profile, this index represents the
percentage of US households whose income totals at least $100,000 annually. The reason that
we have included this index into our analysis is that SO+ is considered a luxury (by which we
mean a product that is non-essential to daily lives) and will be targeted to consumer with
decent level of income. Understanding the percentage of high-income households can bring
insight about our target consumer groups.
Since from 2009, the economy returned to growth, causing the number of high-earning
households to experience slight growth. Although slow economic growth has hampered growth
in the number of high-earning households, the percentage of high-earning households
exceeded prerecession levels in 2012 as the unemployment rate continued to fall. Further
growth will result in the percentage of households earning over $100,000 to rise to 21.9% of
the population in 2013 (IBISWorld).
Conclusion on General Trend of the Market
The U.S. market is recovering from the recession in 2009 at a steady pace. However,
domestic debt problems and lingering unemployment along with European crisis pose
challenge to future economic growth within the country. As indicated by per capita disposable
income, CCI, and percentage of high-earning population, it is clear that the market environment
will show slow but relatively stable increase over the next five to eight years. As people become
more optimistic about the market, their expectation on future income will rise, which will in
turn lead to increased spending on leisure and luxury products such as SO+ during the next
several years.

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Part Two Industry Specific Market Analysis
U.S. Industry of Computer Stores
We first look into the market environment for computer stores in the U.S., for which is the
location where our product is most likely to be sold. By computer stores, we mean the
industry that includes operators that that mainly retail desktops, notebook computers and
software, as well as accessories like printers, scanners and keyboards (As defined by IBIS
World). The three major competitors in the markets are Best Buy Co. Inc. (with a market share
of 35.4%), Apple Computer Inc. (47.1%), and Frys Electronics Inc. (10.8%).
Majority of the market has suffered setbacks during the depression since 2008. However, the
market has stabilized and most of the players are showing positive performance since 2010.
Although a general slowdown in the increase of revenue between 2012-13 is visible, we expect
the situation to turn more favorable in the near future because of the positive economic
indicators we have identified from the above.
U.S. Industry of Mobile Phones
The focus of our industry-specific market research lays on the market report researched by
MarketLine. This report is attached to our research, and the key points will be analyzed here.
The U.S. mobile phone market value and market volume show relatively large increase in 2009,
followed by slowdown and stabilization in 2010 and 2011. This trend is consistent with our
analysis of the macro-economic trend from the above. According to the report, we have reasons
to expect an increase of 11.9% from 2011 to 2016, and the compound annual growth rate of
the market is expected to be 2.3%.
The U.S. mobile phone market is characterized by its relatively high level of rivalry, weak threat
of substitutes and weak threat from new entrants. Buyer power and supplier power are
moderate.
Although the market is dominated by several major buyers (by which we refer to service
provider and retailer of the product), their buyer power is limited by constantly replacement of
product and forward integration of manufacturers like Apple Inc.. As a manufacturer, the
moderate buyer power is beneficial to us, for we can choose the highest bidder to maximize
profit.
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The supplier power is characterized by high level of importance of quality and player
dispensability. Suppliers gain power from their highly specialized materials that are built
specifically for manufacturers and few others can compete against. The quality of their
material prevents manufacturers from switching to other competitors. However, in the market,
supplier power is lower than expected because of the scale of manufacturers. Therefore, we
believe it is better for us to brand under one of the larger corporations; otherwise, we will be
forced to face a very strong supplier power.
The threat of new entrant is weak due to the large amount of investment required for
technological research and the heavy competition between the major rivalries in the market.
Therefore, we believe that generalizing the function of our product will only put us into a more
direct position to confront challenges from major players in the field. The best strategy for us is
to focus on a very specialized niche of the market, such as locating and contacting with children
using a low price but reliable device. It is better to brand under a larger company because of
the large amount of research investment.
The threat of substitute in our market is relative weak because the closest substitute is laptops,
which is a product with totally different consumer group from ours.
The degree of rivalry is strong in the market. Major manufacturers include Samsung, Apple, LG,
HTC, and Nokia. These companies are capable of compiling large amount of resources, and
therefore it is not our best strategy to compete against them on an open battlefield. We believe
that our niche is special enough to differentiate our product from the general smart phone
market and avoid direct confrontation against the major brands.
Conclusion on Industry-specific Analysis
Because of the characteristics of the mobile market, we believe that it is in our best interest to
brand under a larger company. We will need sufficient funds for technological research and
advertising. Also, branding under a large company helps us to reduce the supplier power and
buyer power so that we can maximize our profit. The strong degree of rivalry indicates that we
need to differentiate our product enough so that we can avoid competition from the general
smart phone or mobile phone market. It is also important for us to settle on a low-price
strategy so that fewer competitors will be present in our field.
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Primary Research Planning
Our Secondary Research Team has determined whether our hypothesized market exists and
the best strategy to pursue that market. However, secondary research is only a theoretical
analysis. Therefore, we have designed a primary market research in order to measure a more
accurate market demand, forecast sales number, and emphasis of the special features that
customers love.
Our primary research is an online survey hosted by Google; this allows us to analyze our data
quickly. The target interviewers for our primary research are the new generation parents,
aging anywhere under 50 years old, who have or will have kids in the future. We aim to have
300 responses from the online survey. We separated our survey into 3 parts: general market
potential, pricing, and product fine-tuning. Additionally, we have also conducted a focus group,
in which we find consumers and discuss the details of our product design, features, packaging,
and pricing.
SO+ Online Survey Report
In November 2013, we published an online survey to analyze the public views towards the use
of technological communication devices for children. The online survey tries to collection
information on five key ideas: the appropriate age for children to have their own phones, the
most important reason for children to have their own phone, important mobile features that
should be included in SO+, concerns of the parents for children to have their own phone, and
the consumer conception on the idea of having a wrist-phone. We successfully received 75
valid responses from consumers aging from 15 to 55 years old. Amongst them, 85% of them
had or planned to have kids.

Firstly, according to our response, the appropriate age for children to have their own phones is
around 8 to 9 years old. Secondly, the main reasons for adults to have a phone is for
emergencies/safety, convenience, and communication with family and friends. 40% of our
respondents believe that family communication is the important reason. While over 70% of
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respondents agreed that the most important reason for children to have their own phone is for
emergencies and safety purposes. One interesting figure we would like to point out is that none
of the respondents thought that learning was an important reason for children to have their
own phone. Moreover, while most respondents thought that Internet access is the most
important feature to them, Internet access and applications were not an important supplement
for childrens phone.
Thirdly, there are mainly three
reasons parents believe that children
should not have their own phone: too
easy to lose, too complicated to use,
too difficult to monitor usage. Many
parents from our responses are
actually really worried that their
children will be addicted to the applications and games on their phones; additionally, they are
worried that it will be a distraction and encourage anti-social behaviours. Lastly, over 93% of
our respondents were interested in having a device, like SO+, for children and agreed the
concept of building a wrist-phone specifically for children was attractive. While over 97% of
the parents thought that safety for children is one of the biggest concerns for them on family
outings in public places, over 92% and 97% agreed that they would feel more secure when
they know where exactly their children are located and when their children can contact them
anytime whenever in need. As for the pricing, 25% of the respondents were planning to spend
$200 on communication devices for children, and 20% of them were planning to spend $300.
Besides that, over 45% of them would consider buying a low-end smart phone as the first
phone for children. As for the
important features on SO+, over 51%
of parents would like to add learning
apps function, and 33% of them
would like to add the music player
function on the wrist-phone for
children.
Base on this online survey, we
should aim to make a reliable and
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trust-guaranteed wrist-phone communication device for children which is able to call, text, and
track; through parents smart phones. Also, we would include some professional selected
children music and learning applications which are available for purchase in the Apple App
Store. In terms of pricing, we were able to see a huge demand, ranging from $200 to $300.
Hence, we aimed to set our price starting from $199 to increase the market share of our
devices. Since SO+ would mainly target on emergency use, our reliability would be one of our
most important guarantees. For that reason, we are going to push our product quality to the
highest industrial level and all our devices would be made in the US. Also, we would provide a
24/7 customer service and a special Apple Care plan for SO+ products line.
Focus Group research
The focus group was very productive and useful. The parents in the focus group showed
great interest in SO+, and thought our smart watch was worth buying. Parents value the safety
of the children really high, hence they will be willing to buy SO+ at a relatively high price. In
addition to the positive market reaction, the information generated from the focus group is as
follow:
First of all, since the parents value the safety of the children, they think the price of SO+
is reasonable, ranging from $200 to $250.
Secondly, the parents gave useful suggestions and ideas about what SO+ should look
like to attract children. They said that SO+ should have different options of colours, perhaps
even corporate with cartoon companies to make different cartoon themed smart watches.
Thirdly, they expect high performance from SO+ since its function is vital in emergency
situations. Thus, they anticipate SO+ to have strong signal, long battery life, waterproof and
indistinguishable.
Lastly, SO+ is designed for the safety of children. Parents told us that they wish that
advertisements are posted in selected places only. They suggested places, like kindergarten,
nursery school, primary school, childcare centre, prenatal education centre and some
trustworthy toy stores.

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Marketing Goals, Timing, and Strategies
SO+ will target on children, aging from 2 to 12 years old. We aim to sell SO+ worldwide. As a
department under Apple, we share the same product line, thus the quality of SO+ is guaranteed.
Additionally, an environmental report will be included to demonstrate the sustainability in our
production.
Since SO+ is made specifically for children, our advertisement and campaigns will launch
during the summer break. Summer is the time when children have their breaks, but parents are
still busy and may not have time to take care of them. By putting the introduction of SO+ in the
summer, we will catch more attention at the time when the demand of care and security will be
greater
Marketing Campaigns
Safe to Save Program




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SO+ Celebrity Endorsement Program
In order to raise the presence of SO+ in the mass media, we are going hire David Beckham as
our SO+ ambassador. His family would be the first star family using SO+ technology.
Consumers are proven to follow the trends of celebrities, and embrace in their own lives the
products that those they covet and admire use; a celebrity seen with your brand allows you a
presence that can have impact on your sales, and definitely increase consumer recognition of
your brand. We would shipped four special edition SO+ to his kids and two limited edition
iPhone 5S to David and his wife as our warm Christmas gift. Here is the letter enclosed with our
gifts.
Dear David Beckham,
Thank you for accepting our offering of being SO+ ambassador. Here is one of our warmest
Christmas gift to you, SO+, worlds most advanced wrist-phone for children. It is easy to use
and parents can track, call, text their kids through their own smartphones. With SIRI for kids
calls, parents can pre-program up to 3 phone numbers that your child can call with specific
voice recognition wordings. Your child can just say the name of the number and call (without
touching any buttons). With GPS technology, parents can always see the precise location of
their kids on the map. Moreover, parents can set up a virtual radius as a DangerZone around a
certain area. When your kids get inside it, SO+ would automatically send a push notification to
parents. Last benefit is a red MAYDAY button on SO+. In any emergency, your child can press
the MAYDAY button for 5 seconds; then SO+ would automatically send a push message with his
current location and start recording the sound around the child. You can then decide whether
call 911 or not. We hope you like our warmest Christmas gift to you can your family. Merry
Christmas.
Yours sincerely,
SO+



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4Ps
Data from our primary and secondary research suggests that there is a demand for a high-end
and good-looking smart phone designed for children. To be considered high-end, it must also
be high quality and durable. Parents will buy it as they have brought securities for their
children. Hence, SO+ will be 100% reliable. On the other hand, SO+ will be designed to be cute
and colourful to attract children. This will also make us indifferent from other smart watches.
According to our primary research, people will be willing to pay up to $1000 to this product,
which suggests that safety is the first priority for children. Looking at our competitors, we find
that high-quality smart watches are priced at from $100 to $300. Therefore, in order to be
price-competitive, SO+ will be set at a price just under $200, which is at $199USD per unit.
As to the placement, SO+ will be sold in a safe and secure way. SO+ will be sold in selected,
reliable stores and advertisements will be limited as well. We believe criminals may take
advantage or know of SO+; hence, we will catch less attention. According to our principle, we
should do our promotion and advertisement in places where kids often go; for example,
schools, kindergarten, zoo and so forth.










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SWOT
In order to differentiate SO+ from competitors, a SWOT analysis is used to analyze SO+.
The table below is our SWOT analysis of our product, as well as our brand.
STRENGTH
No direct competitors



As shown in the competitive mapping, SO+ has no direct
competitors. SO+ primarily offers children safety, and
other competitors do not provide this. At $199USD per
unit, SO+ will expand Apple into a new market of children
safety and become one of the first in the industry to utilize
advanced technology to provide children safety.

Mission: Create tools to
inspire and enhance human
nature of communication
between children and
parent
Our mission is unique in the market. In this technology
era, communication is key to almost anything. For parents,
the most important thing is their child and building a good
relationship with them requires a good communication.
SO+ will provide the way of communication and our first
step in doing so is to provide safety.
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WEAKNESSES
Lack of knowledge of
market demand
SO+ smart watch, is a new product in the market and
although we have done research, it is still uncertain how
well the market will react.
OPPORTUNITY
Future of technology is to
be worn
The introduction of smart phones was a revolutionary
because it brought internet access and complicated data
processing outside of the computer. The next wave of
technology is wearing technology. As of our previous
product, the iPod Nano, a new trend of wearing it has been
created. SO+ will continue this culture.
More children are exposed
to technology earlier than
ever.
In todays world, children are exposed to technology at a
much younger age. Their mindset has grown around using
smart devices and handling our SO+ is going to be easy.
SO+ finds itself perfectly placed between excessive and no
technology at all. Parents will be satisfied by the simplicity
and lack of functionality, whilst children will find it
awesome and cool to call from their watches.
A new brand, a new start SO+ is entering a new market and we have the
opportunity to expand Apple into a new market.





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THREAT
Stalking or over-
protection
SO+ is a tool that allows parents to locate their children.
To some extent, this is caring, but if used unjustly or
overly, it can easily turn to stalking or over-protection.
This may turn into concerns and criticisms of our product,
which in turn, will affect our brand image.
To solve this problem, we will provide classes to educate
parents how to monitor their children appropriately. This
will not solve the entire problem, but it sure will make
parents more aware.
Reliability Most of the parents told us that reliability is a huge
concern. Apple have always provided products with
the best quality, as well as the industrys most thoughtful
customer services.
With apple care plus, customers can call us anytime, have
free hardware replacement, and software support for 1-
year. This ensures our reliability to our customers.










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Government body
The most important government body that SO+ needs to work with is the U.S. Law
Enforcement since the Mayday function on the watch is actually the calling the police
function. This means that for every watch we sell, we will provide the user account of SO+ for
the U.S. Law Enforcement to have the police corporate with SO+ for the emergency use.
However, for the sake of consumer privacy, the account information that is available to U.S.
Law Enforcement will only be the information for Mayday function. The account information
for Siri will not be provided for U.S Law Enforcement. SO+ protected personal conversations
through end-to-end encryption over Siri and So+ will not store Siri requests or location data in
an identifiable form, just like other Apple products.
Our company, Apple, believes that our customers have a right to understand how their
personal information is handled, considers it our responsibility to provide them with the best
privacy protections available and Our business does not depend on collecting personal data.
We have no interest in amassing personal information about our customers.
Apple and SO+ are committed to the privacy and the greatest benefit of the consumers.













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COST
According Business Insider, the profit margin of electronic equipment manufacturers is around
13.6%. Therefore, we estimate the cost of SO+ to be $170, which gives us 15% margin.

Figure 1 - Ro, S. (2012, Aug 16). Here Are The Profit Margins For Every Sector In The S&P 500.
Retrieved from Business Insider: http://www.businessinsider.com/sector-profit-
margins-sp-500-2012-8

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Appendix

Primary Research
1. How old are you?
Average: 17 years old
1
st
standard deviation: 15-25 years old
2
nd
standard deviation: 10-30 years old

2. Do you have or plan to have children?
Freq %

Yes 24 32%
No, but plan to have 40 53%
No, and not plan to have 11 15%

3. What are their ages?
Average: 8 years old
1
st
standard deviation: 5-12 years old
2
nd
standard deviation: 4-16 years old
4. At what age do you think it is appropriate for children to have their own phones?
Average: 8 years old
1
st
standard deviation: 6-15 years old
2
nd
standard deviation: 4-17 years old




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5. What are key reasons for YOU to have a phone? (Check all that apply)
Freq %

For emergencies/safety 53 21%
Convenience
(reach me anytime/use
anywhere)
57 22%
Keep in touch with family and
friends
53 21%
Get information quickly 38 15%
For entertainments (apps, music) 34 13%
For learning purposes 20 8%
Other 2 1%
6. What is the most important reason for YOU to have a phone?
Freq %

For emergencies/safety 17 24%
Convenience
(reach me anytime/use
anywhere)
17 24%
Keep in touch with family and
friends
26 36%
Get information quickly 8 11%
For entertainments (apps, music) 3 4%
For learning purposes 0 0%
Other 1 1%
7. What is the most important reason for CHILDREN to have their own phone?
Freq %

For emergencies/safety 51 71%
Convenience
(reach me anytime/use
anywhere)
3 4%
Keep in touch with family and
friends
15 21%
For entertainments (apps, music) 3 4%
For learning purposes 0 0%


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8. Which of the following mobile features is the most important to YOU?
Freq %

Voice calls 18 25%
Text messaging 13 18%
GPS locator 4 6%
Easy to use 5 7%
Easy to carry 1 1%
Internet access 21 29%
Music 1 1%
Video 0 0%
Apps 7 10%
Real-time alerts 2 3%
Other 0 0%

9. Which of the following mobile features DO NOT belong on a CHILD's phone?
(Check all that apply)
Freq %
Voice calls 4 3%

Text messaging 5 3%
GPS locator 6 4%
Easy to use 4 3%
Easy to carry 4 3%
Internet access 36 24%
Music 10 7%
Video 31 21%
Apps 37 25%
Real-time alerts 8 5%
Other 4 3%

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10. Are there reasons children should not have their own phone?
Freq

Distraction(from class or
make them more anti-
social) 12
Time consuming 8
Inappropriate use 5
Addicted 7
Too complicated to use
(not mature enough) 8
Easy to lose 5
Harmful to health 4
Other 5
yes - but no reason
provided 3
no - but no reason
provided 4
no reply 14


Please rate the state went below:
SO+ is a wrist-watch specially designed for kids. It is easy to use and parents can track, call, text
their kids through their own smart phones.
I would be interested in having a device like SO+ for my kids
Freq %

1
(strongly
disagree)
1 1%
2 4 5%
3
(OK)
19 26%
4 22 30%
5
(strongly
agree)
28 38%



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I always want to keep connected with my children
Freq %

1
(strongly
disagree)
2 3%
2 3 4%
3
(OK)
10 14%
4 27 36%
5
(strongly
agree)
32 43%
Safety of children is a big concern for me on family outings in public places
Freq %

1
(strongly
disagree)
2 3%
2 0 0%
3
(OK)
4 5%
4 23 31%
5
(strongly
agree)
45 61%
I feel more secure when I know where my kids are exactly located
Freq %

1
(strongly
disagree)
3 4%
2 3 4%
3
(OK)
15 20%
4 16 22%
5
(strongly
agree)
37 50%

Page | 27


I feel more secure when my kids can call me anytime they need to
Freq %

1
(strongly
disagree)
2 3%
2 1 1%
3
(OK)
5 7%
4 24 33%
5
(strongly
agree)
40 56%
I feel WORRY-LESS when I can call, text, and know the location of my children anytime
Freq %

1
(strongly
disagree)
2 3%
2 3 4%
3
(OK)
15 21%
4 21 29%
5
(strongly
agree)
31 43%

As the first phone for children, which of the followings would you consider buying?
Freq %

High-end smart phones 5 7%
Low-end smart phones 34 47%
Cell phones with camera 13 18%
Cell phones without
camera
6 8%
Cell phones with only
call function
14 19%


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How much are you planning to spend on communication devices for children?
Price
Range
Freq %

1 ($100) 10 14%
2 17 24%
3 14 19%
4 11 15%
5 ($500) 3 4%
6 2 3%
7 5 7%
8 1 1%
9 5 7%
10
($1000)
4 6%

Besides CALL, LOCATE, DANGERZONE, and MAYDAY, which extra feature would you add
to your child's phone?

Freq %

Music Player 24 32%
Games 5 7%
Video Player 2 3%
Learning
Apps
40 53%
Other 5 7%





Page | 29


Focus Group
On Nov 23rd, I went to a brunch place in Pittsford town of Rochester to conduct focus
group for So+. There were five parents in total in the focus group. I will name them David,
Sarah, Vincent, Julie and Wallis for anonymous purpose. All of them have kids from 3 years old
to 10 years old. It was a short focus group because two of the parents also brought their kids.
However, the discussion was really productive and extremely helpful to our product- So+ Kid
Watch. In the following, I will write up the topics and questions in the focus group and the
parents fruitful responses (I will only write down the useful information from the response)
after I carefully described our products.
Question 1: So, what do you think about the product?
J: I like it! It is for my kids safety and I dont want them to start to use phones early.
V: Right, I got lost once in my childhood. It was scary and horrible. I dont want my kids
to have that experience. I think I will buy it if it really comes out. Technology, I wish I had the
watch when I was young.
W, S and D agreed that they liked the product and they would buy the watch if it existed.
Question 2: Since you all are willing to buy the watch if it exists, how much do you think it is
reasonable for you?
W: I think around 250 bucks sounds reasonable. But if the price is slightly higher, I am
fine with that. You know, its for the kids. And its for the safety of the kid.
V: For me. Under 200 bucks is reasonable.
S: Yeah, 200- 250 bucks sounds really reasonable. It has more than a single function.
J&D: Around 200 sounds good.
Question 3: What do you think your kids would like the watch be like?
D: My boy loves Mickey Mouse! All he wants is everything with Mickey Mouse on it!
S: Maybe you can cooperate the Disney or other cartoon companies like Sanrio to make
some crossover theme designs.
J: Being colourful is really important. You know, we can have more than an option.
Chloe, my girl, hates brown colour.
V: Also, dont make it highly distinguishable. I dont want the potential criminals notice
that my kid is wearing a security watch. They will surely take it off, shut it down, or destroy it!
The watch will lose its meaning by that
Everybody else agreed that V put up a good point.


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Question 4: Now we come across a new problem since you dont want the product to be highly
distinguished. How can we advertise the watch then?
D: Dont make the advertisement available to everybody. Like, dont put it on TV.
Question: We are currently thinking about putting it on kids TV channel and Youtube. It
seems that it doesnt work now. Then how?
J: You can try to work with some institutions like primary schools, kindergartens,
childcare centres or even prenatal education institutes. You have a good product for kids. I
dont think parents will bother being informed from these institutions. Also, try toy stores!
Everybody else agreed.
Question 5: What do you think is the most important to our watch?
S: I think it should have a strong signal. I dont want to lose contact with my kid since I
buy him this watch.
D: You know the watch is not used often. I mean the emergency function. So, I expect it
to be high quality, which means it must be useful in urgent situations.
J: Yea, just like what S said. Signal is important, also the battery.
W: You know the kids like to play around. Make the watch waterproof might make the
watch more attractive.
The main points of the focus group have been made above. The whole focus group was
relaxing and the parents seem to like our product a lot. The useful information for our team to
extract is:
The market reaction is good for SO+.
The SO+ should be colourful and should corporate with Cartoon companies to make the watch
more attractive for kid.
The watch should be indistinguishable on design and advertisement.
The watch should be waterproof have strong signal and long battery life.
The price is reasonable around $200.






Page | 31


Art Work and Posters



Page | 32


Works Cited
(n.d.). Retrieved from IBISWorld: http://clients1.ibisworld.com/
MarketLine. (2012). Mobile Phones in the United States. MarketLine Industry Profile.
Ro, S. (2012, Aug 16). Here Are The Profit Margins For Every Sector In The S&P 500. Retrieved
from Business Insider: http://www.businessinsider.com/sector-profit-margins-sp-500-
2012-8
Song, A. (2013, Nov 5). Apple details government information requests for first time. Retrieved
from Reuters: http://www.reuters.com/article/2013/11/05/us-apple-security-report-
idUSBRE9A41BT20131105