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REPORT FOR ECO-FONE

Date: December 30, 2019

Report for Eco-Fone 2019

Introduction

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1. Analysis of Issues for Eco-Fone Smartphones

1.1 An Overview of the Mobile phone market in the UK

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According to the research delivered by Deloitte, almost half of United Kingdom population
can work and around 96% of them are currently working. The study shows that over 16
million of employees are using their smartphones in business related purposes. The most
frequent areas of usage were labelled under emailing (44%), voice calling (34%) and calendar
management (23%). Beside the easier to use applications, previously mentioned, the research
shows the fact that a considerable percentage of employees are using other apps daily, for
example WhatsApp.

Furthermore, the study reveals that business correlated smartphone applications are poorly
employed, the percentage being of roughly 5%. However, this is not caused by not needing to
use apps for submitting business interconnected information, quite the opposite, the
employees make usage of computers and tablets more, even if the smartphones come in
more convenient. The research also exposes that there is a considerable number of
employees for which the usage of smartphones is necessary, since their work is not office
based. The importance consists in receiving and transmitting information in due time.

Comparing the results delivered by Deloitte, with those presented by Mintel, (2019) on the
report concerning the regularly running of the mobile apps can be observe a similarity
between these two researches. It appears that users aged over 16 years, are daily utilizing
working related software in a smaller percentage than other apps related to social and
personal activities.

Observing all the above-mentioned findings should be considered the fact that smart devices,
such as smartphones are useful for almost every activity field regardless of the business
nature. However, employees do not value them as they should.

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Figure 1 Eco-Fone Smartphones USAGE OF SMARTPHONES 2016-2017

1.2 Forecasting the UK Adult Smartphone use

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Table 1 - UK Adult Smartphone use in the period Table 2 - UK Adult Smartphone use in the period
2012-2019 - LINEAR trendline 2012-2019 – Polynomial trendline
UK Adult Smartphone use
UK Adult Smartphone use
in the period 2012-2019 in the period 2012-2019

Year Percentage Year Percentage

2012 52.00 2012 52.00
2013 62.00 2013 62.00
2014 70.00 2014 70.00
2015 76.00 2015 76.00
2016 81.00 2016 81.00
2017 85.00 2017 85.00
2018 93.80 2018 86.80
2019 100.31 2019 87.31

Figure 2 -UK Adult Smartphone use in the period Figure 3 - UK Adult Smartphone use in the period
2012-2019 - LINEAR trendline 2012-2019 – Polynomial trendline

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In order to detect and estimate the trends and perform forecast analysis can be employed several
statistical methods. Bryhn et al (2011) have shown the importance of using the linear trend analysis of
as a forecasting technique in numerous technical domains. However, Snedecor (1956) had been
argued that though the linear trendline analysis is suitable for several requests, it could be easily
observed that there are certain situations in which the linear forecasting method cannot be used.
Furthermore the author underlined the fact that for making a good estimate regarding nonlinear
variables the polynomial trendline.

Considering the above theories and the findings according Table 1 can be easily observed that the
forecast for 2018 and 2019, achieved by using the linear forecast are non-realistic. If using this method
of estimation, the results for 2019 are overcoming the 100%. Compared to this situation the
polynomial trendline is showing (see Table 2) a more realistic forecast for 2019 (87.31%).

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1.3 Smartphones - A potential market for older customers

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According to BBC (2019) article the usage and sales of the smartphones amongst the elderly
has seen a great increment in the last five years. Older people usually start using a
smartphone, because they have received one from their children. The article shows that the
growing process has as cause the usage of software dedicated to daily activities such as
checking social media, paying parking tickets or order taxis. About 20% of the users are
checking their social media profiles within 15 minutes after they woke up. Furthermore, the
big screens and louder speakers are very attractive for the 55 to 75 demographics group.

Moreover, in what concerns the ownership age range 55 to 75, Deloitte (2019) underlines the
fact that the smartphone market has doubled between 2013 and 2019 from 40% to 80%.
When it comes to the types of
activities preferred in the usage
of the intelligent phones, most
of the respondents have stated
that the social media apps are
the most accessed, but certain
owners also consider important
the online banking software.

Considering the two researches

it can be easily understood the
reasons for which the Figure 4 Deloitte (2019) - Smartphone usage among age range 55 to 75
popularity of this smart devices
has boomed in the past years. Nevertheless, should be considered also the fact that the
improved technologies and research have been meaning to develop new intelligent devices
with better opportunities for all age groups, but especially for the most challenging, age 55+.

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1.4 Feasibility of Expanding business to Kingston using Pros and Cons table

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Table 3 Pros and Cons - Feasibility of Expanding

Should we expand our business to Kingston?

Pros Score/10 Cons Score/10

Grater profit 9 Higher logistic costs 7
Sales increment 9 Contractual obligation o leasing a commercial space 8
Brand awareness 10 Financial risk increment 8
Enlarging the customer base 9 Loss of control 7
Creating new jobs 8 Higher costs to cover the salaries 8
Obtaining higher discounts from the suppliers 8 Low quality of delivering to customers 9
Increasing the business partnership opportunities 8 Possible issues on employing proper staff 8
Total Pros 61 Total Cons 55
Average Pros 8.71 Average Cons 7.86

According to Forbes, (2019) a business plan should consider 5 aspects during the expansion process,
meaning financial investment, carefully analyse the internal human and material resources, cautiously
evaluate your competitors’ strategies, reflect upon the economies of scale and business readiness.
Furthermore Achtenhagen, Naldi and Melin (2010) the analyse should be carried on the relationship
between the procedures utilized frequently by a business with the intention of expanding (employees’
number increment, growth in both sales and profit, measuring the financial performance by
calculating the Return on Equity [ROE] and Return on Assets [ROA]).

Considering the established steps, concepts and the studies carried with regards to the profitability in
expanding a business, Eco-Fone should envisage the growth of business by creating a new market in
Kingston. Moreover, through the critically analysis of the pros and cons revealed in the above table
the expansion appears to attainable. In the expansion process of the business, not only the sales and
therefore the profit will raise, but also the discounts obtained from the suppliers will improve. Eco-
Fone should also consider the social aspect of expansion, reflected in creating new workplaces and the
brand awareness, mirrored in enlarging the customer base. Considering the presented results, the
growth of Eco-Fone business seems feasible.

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1.5 Costs of a New Building

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Table 4 - Monthly cost of a 15-year repayment mortgage

Annual Rate 7%
Number Of Payments 180
Loan Amount £350,000.00

Monthly Payment £3,145.90

Total Amount Payable £566,262.38

Vermez (2017) described PMT Excel financial function as the periodic payment for a loan.
Furthermore, Bruseva (2015) has shown that PMT answers the question regarding the periodic
amount to be paid in order to be able to repay the amount of money borrowed. According to
Contextures Inc. (2013), for being able to calculate the PMT should be considered the following data:
annual rate, which will be divided by 12, the total number of payments to be made, the amount that
will be borrowed, the amount remained to be compensated at the completion of the period, which if
it is omitted Excel will consider it as being "0", the time of the period when the payment is made (1
for the beginning and 0 for the end of the period).

According to all the above information, Table 4 shows the calculation of the monthly payment as being
£3,145.90, amount obtained following the formula shown in Appendix 5 – Task 5. Monthly cost of a
15-year repayment mortgage.

Figure 5 - Mortgage lenders in the UK

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1.6 Testing the Possible Difference in Net Takings in the Two Shops

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1.7 Customer Satisfaction

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Table 5 - Customer satisfaction questionnaire results

ID Q1 Q2 Q3a Q3b Q3c Q3d Q4 Q5 Q6

001 1 3 2 3 4 3 2 3 5
002 4 2 4 3 2 1 4 3 2
003 1 4 2 3 2 4 2 3 5
004 3 4 1 2 4 2 1 2 5
005 2 4 2 3 4 1 2 3 4
…
096 4 2 1 2 4 4 1 2 4
097 5 3 2 2 1 2 2 2 5
098 4 2 1 2 4 3 5 2 4
099 1 1 3 4 4 3 3 4 4
100 5 5 1 2 5 3 1 2 2
101 4 4 1 2 4 3 1 2 4
102 2 2 3 4 4 3 3 4 4
103 2 4 1 2 2 3 1 2 2

AVERAGE 2.95 2.89 1.98 2.50 3.25 2.51 2.51 2.52 3.71

STANDARD
1.48 0.95 0.84 0.87 1.25 1.07 1.19 0.92 1.15
DEVIATION

MODE 4 3 2 2 4 3 2 2 4

MEDIAN 3 3 2 2 4 3 2 2 4

Standard deviation represents a significant tool in measuring the dispersion of data towards the
average mean results. If the standard deviation is sub-unitary, then the outcomes are closer to the
calculated average. However, a value higher than 1 of the standard deviation, will show a grated
dispersion towards the mean value (BBC, 2019). In order to analyse the numerical data presented in
the above table should be used the mean/average and the standard deviation. Nevertheless, for the
amounts calculated it is significant to express the entire number of remarks on which these are
grounded. Numerical accuracy must be reliable throughout and statistic tools, for instance means and
standard deviations, comparing with the raw data, should not have more than one decimal for
efficiently analyse the obtained values (Dixon and Massey, 1951).
According to the above-mentioned theories and the results obtained on applying the customer
satisfaction questionnaire, can be easily seen the fact that the most reliable results are at question 3a
expressing the customers satisfaction level in terms of the support received from the employees. The
results are showing that clients are fair satisfied, which in fact cannot be considered as an
overwhelming feedback, therefore the department should consider improving actions.
On the same basis of theory and data outcome the less reliable result appears to be at the first
question measuring the time interval between the last purchase of a product or service and the
questionnaire moment. At this question the average response appears to be the 3 rd response choice
(between 3 and 6 months), although the most common answer was as shown in the table the 4 th one
(between 6 months and 1 year).

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1.8 Quality Procedures

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1.9 Conclusions & Important Findings

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body text wordcount, excluding diagrams/captions, etc approx. 2000 words

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2. References
Prepare a list of 10-15 references in Harvard format

Text – references do NOT count to the word count

Achtenhagen, L., Naldi, L. and Melin, L., 2010. “Business growth”—Do practitioners and scholars really
talk about the same thing? Entrepreneurship theory and practice, 34(2), pp.289-316.

BBC, (2019) Comparing data sets using statistics. Available at:

https://www.bbc.co.uk/bitesize/guides/z94297h/revision/4 (Accessed: 15 November 2019).

BBC, (2019) Smartphone sales boom with over-55s. Available at:

https://www.bbc.co.uk/news/technology-41319684 (Accessed: 01 November 2019).

Bruseva, M. N. (2015). Basic Financial Calculations Using Information Systems for Solving Business
Tasks. Innovations, 3(1), 36-39.

Bryhn, A. C., & Dimberg, P. H. (2011). An operational definition of a statistically meaningful trend. PLoS
One, 6(4), e19241.

Deloitte, L., (2017) State of the smart. Consumer and business usage patterns. Global Mobile
Consumer Survey 2017: The UK cut. Available at:
https://www.deloitte.co.uk/mobileuk2017/assets/img/download/global-mobile-consumer-survey-
2017_uk-cut.pdf (Accessed: 26 October 2019).

Deloitte, L., (2019) Mobile Consumer Survey 2019. Plateauing at the peak. The state of the
smartphone. Available at:
https://www2.deloitte.com/content/dam/Deloitte/uk/Documents/technology-media-
telecommunications/deloitte-uk-plateauing-at-the-peak-the-state-of-the-smartphone.pdf (Accessed:
01 November 2019).

Dixon, W.J. and Massey Jr, F.J., (1951). Introduction to statistical analysis.

Forbes, (2019) 5 Things To Consider When Preparing For Expansion. Available at:
https://www.forbes.com/sites/theyec/2018/06/14/5-things-to-consider-when-preparing-for-
expansion/#7e37f00060f9 (Accessed: 30 October 2019).

How to Calculate Loan Payments with Excel PMT Function (2013) YouTube video, added by
Contextures Inc. (Online). Available at https://www.youtube.com/watch?v=WzofplrjidU (Accessed: 21
November 2019).

Lawrence, K. D., Klimberg, R. K., & Lawrence, S. M. (2009). Fundamentals of forecasting using excel.
Industrial Press Inc.

Mintel, (2019) Mobile Device Apps - UK - October 2019. Available at:

https://academic.mintel.com/display/983116/?highlight (Accessed: 28 October 2019).

Snedecor, G. W. (1956). Statistical methods applied to experiments in agriculture and biology.

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Vermez, E. (2017) An Introduction to Analysing Business Data & Information: A Problem-solving

Approach. London: Algana. Chapter 10.

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3. Appendices

Additional text/additional data/excel working – appendices do NOT count to the word count

Appendix 1 – Task 1. An Overview of the Mobile phone market in the UK

Table 6 USAGE OF SMARTPHONES 2016-2017

Eco-Fone Smartphones USAGE OF SMARTPHONES 2016-2017

2016 2017
EMAIL 41% 37%
ACCESING THE COMPANY INTRANET 6% 6%
MAKING STANDARD CALLS 33% 32%
MANAGING MY TIME / WORKLOAD 8% 6%

Figure 6: Frequency of app usage, by category, July 2019

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Appendix 2 – Task 2.

Table 7 -UK Adult Smartphone use in the period 2012-2019 - LINEAR trendline - - showing
formulas

UK Adult Smartphone use in the period 2012-2019

Year Percentage
2012 52
2013 62
2014 70
2015 76
2016 81
2017 85
2018 =(6.514286*A10)-13052.028571
2019 =(6.514286*A11)-13052.028571

Table 8 - UK Adult Smartphone use in the period 2012-2019 – Polynomial trendline - - showing
formulas

UK Adult Smartphone use in the period 2012-2019

Year Percentage
2012 52
2013 62
2014 70
2015 76
2016 81
2017 85
2018 =(-0.75*A26^2)+3028.264286*A26-3056707.528571
2019 =(-0.75*A27^2)+3028.264286*A27-3056707.528571

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Appendix 3 – Task 3. Smartphone usage among age range 55 to 75.

Table 9 Smartphone usage among age range 55-75

Smartphone usage among

age range 55 to 75

Year Percentage
2013 40%
2014 50%
2015 57%
2016 65%
2017 71%
2018 77%
2019 80%

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Appendix 4 – Task 4. Feasibility of Expanding business to Kingston using Pros and Cons table

Table 10 Pros and Cons - Feasibility of Expanding - showing formulas

Should we expand our business to Kingston?

Pros Score/10 Cons Score/10

Grater profit 9 Higher logistic costs 7
Sales increment 9 Contractual obligation o leasing a commercial space 8
Brand awareness 10 Financial risk increment 8
Enlarging the customer base 9 Loss of control 7
Creating new jobs 8 Higher costs to cover the salaries 8
Obtaining higher discounts from the suppliers 8 Low quality of delivering to customers 9
Increasing the business partnership opportunities 8 Possible issues on employing proper staff 8
Total Pros =SUM(B3:B9) Total Cons =SUM(D3:D9)
Average Pros =AVERAGE(B3:B9) Average Cons =AVERAGE(D3:D9)

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Appendix 5 – Task 5. Monthly cost of a 15-year repayment mortgage

Table 11 - PMT calculation- showing formulas

Annual Rate 0.07
Number Of Payments =15*12
Loan Amount 350000

Monthly Payment =-PMT(B1/12,B2,B3,1)

Total Amount Payable =B5*B2

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Appendix 7 – Task 7. Questionnaire - Customer Satisfaction

Figure 7 - figure T7a - Questionnaire

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Table 12 Customer satisfaction questionnaire results - showing formulas

ID Q1 Q2 Q3a Q3b Q3c Q3d Q4 Q5 Q6

001 1 3 2 3 4 3 2 3 5
002 4 2 4 3 2 1 4 3 2
003 1 4 2 3 2 4 2 3 5
004 3 4 1 2 4 2 1 2 5
005 2 4 2 3 4 1 2 3 4
…
096 4 2 1 2 4 4 1 2 4
097 5 3 2 2 1 2 2 2 5
098 4 2 1 2 4 3 5 2 4
099 1 1 3 4 4 3 3 4 4
100 5 5 1 2 5 3 1 2 2
101 4 4 1 2 4 3 1 2 4
102 2 2 3 4 4 3 3 4 4
103 2 4 1 2 2 3 1 2 2

AVERAGE
=AVERAGE(C12:C115) =AVERAGE(D12:D115) =AVERAGE(E12:E115) =AVERAGE(F12:F115) =AVERAGE(G12:G115) =AVERAGE(H12:H115) =AVERAGE(I12:I115) =AVERAGE(J12:J115) =AVERAGE(K12:K115)

STANDARD DEVIATION
=STDEV.S(C12:C115) =STDEV.S(D12:D115) =STDEV.S(E12:E115) =STDEV.S(F12:F115) =STDEV.S(G12:G115) =STDEV.S(H12:H115) =STDEV.S(I12:I115) =STDEV.S(J12:J115) =STDEV.S(K12:K115)

MODE
=MODE(C12:C115) =MODE(D12:D115) =MODE(E12:E115) =MODE(F12:F115) =MODE(G12:G115) =MODE(H12:H115) =MODE(I12:I115) =MODE(J12:J115) =MODE(K12:K115)

MEDIAN
=MEDIAN(C12:C115) =MEDIAN(D12:D115) =MEDIAN(E12:E115) =MEDIAN(F12:F115) =MEDIAN(G12:G115) =MEDIAN(H12:H115) =MEDIAN(I12:I115) =MEDIAN(J12:J115) =MEDIAN(K12:K115)