CATE LESOURD, LIZZY BALLARD, CHRISTIAN POWELL, SARAH DEIKE, SAMHITA TANKALA
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TABLE OF CONTENTS
Introduction……………………………………………………………………………………………………..3-4
Industry/Category Analysis……………………………………………………………………………….5-9
Competitor Analysis……………………………………………………………………………….……..10-14
Customer Analysis…………………………………………………………………………………….…..15-18
SWOT Analysis……………………………………………………………………………………………...19-28
Conclusion…………………………………………………………………………………………………………29
Group Member Contributions. …………………………………………………………………………...29
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Introduction
The ChargeCard is a USB cable that is small and thin enough to fit in a wallet, purse
or pocket. Our product is the thinnest and most compact charging cable for
Androids and iPhones. Noah Dentzel, a graduate from Dartmouth College, and Adam
Miller, a graduate from Pratt Institute, created the product.1 Dentzel and Miller’s
goal for the product was to create something that charged your iPhones and
Androids with the additional benefit of portability and convenience as a priority.2
With the ChargeCard embodying the shape of a business card, the product not only
becomes portable but fits into the lifestyle of men and women working in the
business world. The ChargeCard is only three times the thickness of a credit card.
Without the inconvenience of wires of a normal charger, the ChargeCard fits
accessibly into your wallets, pocket or purse. Our product reached its funding goal
of $50,000 on August 27, 2012. Today, our product has surpassed that amount to
$161,897.1
Mission Statement
“Our quest was simple: a charging cable for your iPhone portable enough for you to
always have it on you. Being ultra-portable, however, wasn't enough; it needed to fit
into your life. So we designed ChargeCard in the shape of a business card, and at
only three times the thickness of a credit card. With this form factor, the ChargeCard
fits naturally into your wallet, purse or pocket. It's there when you need it, and out
of your way when you don't.”1
How To Use The ChargeCard
The iPhone connector sticks out on one end while the USB piece folds out, reaching
the USB port. The USB piece that folds out is made out of flexible rubber to make the
1 Dentzel, Noah, and Adam Miller. "Kickstarter." Kickstarter. N.p., n.d. Web. 19 Oct. 2012.
<http://www.kickstarter.com/projects/nomad/chargecard-for-iphone>. 2 "ChargeCard for IPhone Android by Noah Dentzel – Adam Miller." DZGN. N.p., n.d. Web. 10 Oct. 2012. <http://www.dzgn.co/tag/chargecard-for-iphone-android-by-noah-dentzel-adam-miller/>.
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ChargeCard easier to bend and adapt to the location of the actual USB port. The
person using the ChargeCard would first attach the USB piece to the USB port and
then attach the iPhone to the iPhone connector placed on the opposite end. The USB
port acts as the power source for your iPhone and charges it. For the Android, the
only difference is that instead of an iPhone connector, a micro USB is provided.3
Business Strategy
“We have proven the concept, refined the design, and finalized our production plans
while establishing manufacturing partners. Because of the great initial cost of
cutting the molds and dies, we need your help to move through to production. We
will use all Kickstarter funds to move ChargeCard into production and get yours
packaged and shipped right to your door.”1
3 Coldewey, Devin. "ChargeCard: An IPhone USB Connector That Fits in Your Wallet." GadgetBox. N.p., n.d. Web. 17 Oct. 2012. <http://www.nbcnews.com/technology/gadgetbox/chargecard-iphone-usb-connector-fits-your-wallet-899486>.
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Industry/Category Analysis
Mobile Phones Industry Profile
A MarketLine industry profile of the mobile phones industry predicts that in 2016,
the United States market will have a value of $11.9 billion, and a volume of 132.2
million units. A small number of large and familiar companies such as Samsung and
Apple dominate the market and competition is ever intensifying. Two segments of
buyers make up the market: retail outlets such as Wal-Mart and mobile network
operators. In the US mobile phones industry, Smartphone sales have far surpassed
the sales of feature phones. The rise of Smartphone usage has resulted in several
key players entering the market, such as Research in Motion and Apple Inc. The
likelihood of entering the market as a new entity is low, and the threat of new
entrants is weak because barriers to entry such as: cost of new technology and
production facilities, restrictions related to health and human safety, and
environmental issues, and intellectual property rights.4
4 "Mobile Phones Industry Profile: United States." Mobile Phones Industry Profile: United States (2012): 1-33. Business Source Complete. Web. 23 Oct. 2012. http://content.ebscohost.com/pdf27_28/pdf/2012/XO2/01Sep12/82481528.pdf?T=P&P=AN&K=82481528&S=R&D=bth&EbscoContent=dGJyMNLr40SeqLE4zdnyOLCmr0qep7ZSsq%2B4Sa%2BWxWXS&ContentCustomer=dGJyMPGsr0y1p7BRuePfgeyx4Ivn
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Trends within the Mobile Phone Industry
As the popularity of the Smartphone increases and more technological
progress takes place, buyers in the mobile phones industry are required
“to stock the latest innovative products in order to meet end-user
demand.” This gives some market players such as Apple an advantage as
they “are capable of forward integration by conducting their own retail
operations.”4
The introduction of Smartphones has created a new competitive aspect
within the market. This has especially benefitted those using Apple and
Android operating systems (including Sony, Samsung, LG, and HTC).4
Because of the introduction of Smartphones, mobile phone manufactures’
distribution has decreased for companies such as Motorola and Nokia.4
Growth in Smartphone Industry & Smart Accessories Usage
Tech Trader magazine author Nick Broughall writes, “The speed at which the
Smartphone industry is advancing is breathtaking. Considering that it was only six
years ago that the Smartphone was an awkward, clunky product for business
executives, the fact that svelte touchscreen devices now dominate the market is a
testament to the strength of the industry.”5 Broughall accurately describes the
monumental growth rate of the Smartphone industry that has occurred within
recent years.
Wireless Smartphone Strategies service announced recently “the number of
smartphones in use worldwide surpassed the 1 billion unit mark for the first time
ever in the third quarter of 2012.”6
Smartphone industry retailers and manufacturers increasingly rely on sales from
Smartphone accessories to increase revenue. Strategy analysts at Business Wire say,
5Broughall, Nick. "Above Average." Tech Trader. 2012: 14-16. Print. 6 "Wireless Device Strategies." Worldwide Smartphone Population Tops 1 Billion in Q3 2012. N.p., n.d. Web. 23 Oct. 2012. http://blogs.strategyanalytics.com/WDS/post/2012/10/17/Worldwide-Smartphone-Population-Tops-1-Billion-in-Q3-2012.aspx.
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“Smart accessories provide a great way for OEMs, operators and retailers to make
additional gains in the market.”7 According to Paul Brown, a director in the Strategy
Analytics User Experience Practice, “Accessories that provide additional value to
devices and a better user experience can help to improve levels of satisfaction and
brand loyalty, as well as provide additional revenue sources.”7
ABI Research claims smart accessories do not represent an industry segment,
although some might argue differently.8 Regardless of whether smart accessories
represent a separate category or should be blanketed under the Smartphone
industry, smart accessories have proved to be a significant source of revenue for
retailers OEMs and operators of Smartphones. In fact, ABI researchers say
“Smartphones will drive $20 billion in aftermarket accessory revenues in 2012.8
Additionally, ABI predicts Smartphone accessories revenues will grow to $38 billion
by 2017.8
Trends
“Feature phone consumers will spend an average of $28.17 on
accessories per device, while smartphone owners will spend $56.18 on
accessories per device. The difference in spending is driven by a
combination of consumers spending more per accessory and purchasing
more accessories for smartphones as compared to feature phone
owners.”9
Smartphone industry retailers and manufacturers increasingly rely on
sales from Smartphone accessories to increase revenue. Strategy analysts
at Business Wire say, “Smart accessories provide a great way for OEMs,
operators and retailers to make additional gains in the market.”7
7 "Strategy Analytics: Smartphone User Experience Enhanced by Smart Accessories." Business Wire. May 21 2012. ABI/INFORM Complete. Web. 22 Oct. 2012. http://search.proquest.com/docview/1014710455?accountid=10730 8 “ABI Research: Smartphone Accessories Revenue to Increase to $38 Billion by 2017." Health & Beauty Close - Up (2012)ABI/INFORM Complete. Web. 22 Oct. 2012. http://search.proquest.com/docview/927764083?accountid=10730 9 “ABI Research: Smartphone Accessories Revenue to Increase to $38 Billion by 2017." Health & Beauty Close - Up (2012)ABI/INFORM Complete. Web. 22 Oct. 2012. http://search.proquest.com/docview/927764083?accountid=10730
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Retailers/carriers are missing out on revenue opportunities because
consumers are increasingly choosing to buy their accessories after the
initial purchase of the Smartphone.10 “Nearly half of all consumers who
bought their phones in-store attached an accessory at the time of
purchase. Among those mobile phone buyers who bought accessories
within the first six months after the original phone transaction, four out
of five reported visiting a different retailer from their mobile phone seller
to make these aftermarket accessory purchases.”10
Major Distributers/Retailers in the Smart Accessories Category
Apple seems to be the company currently dominating the Smartphone accessories
industry. Executive director at The NPD Group, Ross Rubin said, “Nearly all
categories of Smartphone accessories increased from Q2 2011 through Q1 2012,
mostly thanks to Apple's unprecedented success with the iPhone 4 and iPhone 4S.”10
Rubin found Apple consumers to be stronger purchasers of accessories than
Android users. He attributed this to the greater selection of Apple-compatible
accessories available within the industry and also because people usually spend
more for their iPhones and are therefore willing to invest more in protecting and
accessorizing them.11 Following Apple’s lead in the accessory market, Blackberry
and Samsung are increasingly gaining consumers who desire accessories to
compliment their Smartphones.12 In addition, Sony Mobile managing director John
Featherstone says Sony is working hard to become a major player in the
Smartphone industry. 5
10 "The NPD Group: Mobile Phone Cases Lead 32 Percent Increase in Mobile Phone Accessories Sales." Online Press Releases by Industry. N.p., 21 Aug. 2012. Web. 24 Oct. 2012. <https://www.npd.com/wps/portal/npd/us/news/press-releases/pr_120821/!ut/p/c5/04_SB8K8xLLM9MSSzPy8xBz9CP0os3g3b1NTS98QY0P3UCMTA08v5xCPYH8_Q_dgI_1I_Shz3PLG-gXZgYoAKmkS3g!! 11 Johnston, Lisa. "Apple Drives Smartphone Accessories Market." TWICE 27.10 (2012): 33-. ABI/INFORM Complete; ProQuest Research Library. Web. 22 Oct. 2012. http://search.proquest.com/docview/970427368/139F04C6AA261C3E91A/1?accountid=10730 12 "Smartphone Boom Drives Accessory Demand." Gulf News. Apr 07 2012. ABI/INFORM Complete. Web. 22 Oct. 2012. http://search.proquest.com/docview/1018774007?accountid=10730
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The NPD Group says online retailers such as Amazon and eBay are increasingly
emerging as players in the Smartphone accessories market because of “consumer’s
focus on lower prices and wide product assortment.”10 They also say “It is
imperative that mobile-phone retailers capitalize on the initial phone transaction, in
order to keep more accessory buying within their doors.”10
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Competitor Analysis
iSun
The iSun charger is made by ICP Global
Technologies and is a competitor to the
Charge Card because it also has interesting
and innovative capabilities compared to the
regular iPhone wall charger. This charger uses solar energy to charge the phones
through sunlight. The way that it works is that it opens up and has little solar panels
on the charger area. There is then a wire that connects to the phone, and when one
puts the charger on the window or directly in the sunlight, it charges. 13
Strengths
The iSun charger has some pros to it, including the fact that it is nice when the
power goes out, or for a day at the beach or outside with friends. ICP Global
Technologies has also created a branch of the iSun charger called the iSun Sport that
is for extreme outdoor use, and has increased weather resistance to protect it. 14
Weaknesses
However, there are also cons to this charger. One of the cons is that it is quite
expensive compared to other chargers. According to the iSun website, these
chargers are being sold around $80, which is much more expensive than the
ChargeCard. They also have a slow charge time, showing that one-hour of charge
approximately equaled 10-15 minutes of talk time. Some of the more obvious cons
are that the phones cannot charge in the sunlight when it is overcast outside or it is
nighttime and there is no sunlight outside. 13
13 Mitchell, Julie. "Investor's Business Daily." Investor's Business Daily. (2002): n. page. Web. 24 Oct. 2012. http://search.proquest.com/docview/1027124336/139840932CD126B6291/1?accountid=10730. 14 Group, Darnell. "ICP Global Debuts iSun and iSunSport Solar Chargers." PowerPulse.Net. N.p.. Web. 3 Oct 2012.
<http://www.powerpulse.net/story.php?storyID=4914>.
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Competition
The iSun charger is competition to the ChargeCard because it also has new ideas and
ways to charge a phone that the average wall chargers do not have. Although the
iSun is convenient when there is no power source around, the ChargeCard is still
much less expensive, and ultimately more reliable in ensuring a good battery charge.
The ChargeCard is also much more convenient and easy to use than the iSun
because of its portability. It is for these reasons that we believe our customers will
still choose the ChargeCard when given the opportunity to decide between the two.
Free Charge
The Free Charge charger made by Motorola was
another competitor that we saw for the
ChargeCard. This charger is very different from
the iSun, but it is similar in that it gives
innovative and new ways to charge phones. The
Free Charge works by turning a hand crank that
is attached to the phone and can fold in for more convenience to the consumer. 15
Strengths
The main pro for the Free Charge is that it can be charged anywhere, at anytime
because it only needs to be hand cranked. The charger is also relatively light,
weighing only 350 g. 16
Weaknesses
Just like with the iSun charger, there are cons that we feel will once again prove that
the ChargeCard is the better purchase between the two chargers. The Free Charge is
15 Chin, Spencer. "EBN." EBN. (2002): n. page. Web. 24 Oct. 2012.
<http://search.proquest.com/docview/228327135/139840CEDC8474D69CD/1?accountid=10730>. 16 Bennett, Jonathan. "Motorola FreeCharge." ZDNet. N.p., n.d. Web. 2 Oct 2012. <http://www.zdnet.com/motorola-
freecharge-3010001609/>.
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also very expensive, and is also priced at $80.15 There has also been shown to have a
slower charge than the ChargeCard or even the regular wall charger, and it would
take approximately 35 minutes of constant cranking to fully charge the phone. Not
only does it require a person’s energy to crank the handle, but it was also found to
be noisy when the cranking was occurring. 16
Competition
The Free Charge charger was a competitor to the ChargeCard because has the
accessibility to work wherever, when the ChargeCard does not since it requires a
USB port. However, we believe the ChargeCard would be preferred in our target
market because the normal businessman is on the go, and they would not take the
time to manually crank the charger. We believe that the new technology and sleek
shape and form of the ChargeCard will also add to benefits associated with it, and
will in turn be preferred by our target consumers.
ChargePod
A company called CallPod makes the
ChargePod. This charger is very different from
the other competitive chargers because it
doesn’t have any sort of unique or innovative
charging capabilities in terms of how they
charge, but it has a big capability in the
amount that it charges. The ChargePod has a
center battery charger that can be plugged
into the wall or car outlet, and has 6 cords
coming out from the center battery so it can charge 6 different gadgets at the same
time.17
17 Chin, Spencer. "EBN." EBN. (2002): n. page. Web. 24 Oct. 2012.
<http://search.proquest.com/docview/228327135/139840CEDC8474D69CD/1?accountid=10730>.
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Strengths
One of the main and obvious pros that the ChargePod offers is the fact that it can
charge up to 6 devices at once. In addition, the ChargePod is also accessible and
works with over 3,000 devices. 18
Weaknesses
Although the many device plug-ins are nice to have, many people have complained
about how bulky the middle battery is, and that the tips that get plugged into the
adapters tend to get loose and then are inconsistent in their charging. 17
Competition
This device is competition to the ChargeCard because even though it still has the
annoying wires and the bulky battery, it is able to charge many more items than the
ChargeCard could at once. This would be a big problem for the ChargeCard because
the average businessman or woman usually has a lot of different technological
devices that need charging simultaneously. These items could be anything from
their phone, to their iPad, pager, iPod, etc. Since our target market is the
businessman, the ChargePod may be found to be more convenient for them in that
way, but we still feel like because the battery is so bulky and big, the card size that
easily slips into their wallet or brief case will win them over.
iPhone 4/4s Apple Charger
According to customer reviews on Amazon, the regular iPhone 4/4s is very easily
broken, which is why we also believe consumers will buy the ChargeCard because it
is so sturdy and all in one piece. The generic iPhone charger that one would receive
from the Apple store comes in two parts: the cord with an USB plug-in, and the wall
plug in that also attaches to the wall. Even though the generic charger comes with an
18 "Chargepod." Callpod- mobile necessities. N.p.. Web. 2 Oct 2012. <http://callpod.com/products/chargepod>.
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USB option, the ChargeCard would not have
tangled wires to deal with, and it is so much more
portable and convenient than the generic
charger.
Customer Reviews
“Fell apart after just a few days and stopped
working!”. This review also said that there were
146 other reviewers.
“I bent down to unplug it and it came apart.”
Amazon customer reviewers only gave the
generic charger 2.5 stars out of 5. Our hope,
based on our survey, is that our customers not only find the ChargeCard more
reliable and sturdy, but also find our product better in every way possible. 19
19 "Customer Reviews." USB Wall Adapter Charger with USB to Dock Connector cable compatible with ALL iPhone 3 3G 3GS 4 4S.
N.p.. Web. 1 Oct 2012. <http://www.amazon.com/Adapter-Charger-Connector-compatible-iPhone/dp/B003ZA4KLW/ref=sr_1_2?ie=UTF8&qid=1351128123&sr=8-2&keywords=iphone charger>.
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Customer Analysis
In terms of costumer analysis, this section describes (1) characteristics of customers
expected to by the ChargeCard and (2) concerns of iPhone accessories by third party
companies.
Customer Characteristics
According to research done by comScore, “the highest percent of iPhone users are
adults in their 20’s typically male”20. ChargeCard is targeted towards the educated “man
on the go” with a career typically in the business field. We conducted a survey of 20
people and asked them first if they owned an iPhone and 83.3% of the sample
population responded that they did. We gathered that the mean age of our sample
population, which was 29, and this data perfectly represented the highest percent of the
iPhone demographic. 21 This is strength because according to the World Bank, “by 2015,
47% of the world's population will be under 25”22, and by marketing towards
Generation Y a large portion of the population.
Generation Y has been proven to be the most educated generation in American history
and the most tech-savvy.23 This generation has found multiple ways to constantly
connect with family and friends through various mediums such as e-mail, social media
networks, text messaging, and other sources. “Gen Y is typically confident, ambitious,
20 "5 Years Later: A Look Back at the Rise of the IPhone (comScore Voices)." 5 Years Later: A Look Back at the Rise of the IPhone
(comScore Voices). N.p., n.d. Web. 22 Oct. 2012. <http://blog.comscore.com/2012/06/5_years_later_a_look_back_at_the_rise_of_the_iphone.html>.
21 SurveyMonkey. N.p., n.d. Web. 22 Oct. 2012.
<http://www.surveymonkey.com/MySurvey_Responses.aspx?sm=rLB77gn1OD/9oK2UH3gaTkPNKX9z5ZJOFR6VNFZ8O4adRyIiL71YhKJSobCn1sCQ>. 22 "World Bank Group: Partnerships in Development." World Bank Group: Partnerships in Development. N.p., n.d. Web. 22 Oct. 2012. <http://www.worldbank.org/progress/reducing_poverty.html>. 23 "Gen Y: Your Work BFF?" BusinessNewsDaily.com. N.p., n.d. Web. 22 Oct. 2012. <http://www.businessnewsdaily.com/2434-gen-
work.html>.
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achievement-oriented, and attention-craving.”24 With these behaviors, this generation is
easily prone to recent trends. Businessmen and college students almost feel obligated
to keep up with their peers to avoid embarrassment.
Gen-Y businessmen making buying decisions for their iPhone are guided by technology
blogs and their peers. While business “man on the go” is the primary target audience of
the ChargeCard, college students represent a good portion of the segment of
Generation Y and the product will appeal to them. With the price of the ChargeCard at
$24.99, this demographic will be able to afford the product easily and be rather satisfied
with the price. By targeting business specialists, we can appeal to their work life by
combining tools that they use every day including computers, smartphones, and wallets.
Concerns of the third party accessories
Generation Y has grown with the evolution of technology and built loyalty and
trustworthy relationships with specific name brands. Customers may stay away from the
24 "Generation Y." About.com Legal Careers. N.p., n.d. Web. 22 Oct. 2012.
<http://legalcareers.about.com/od/practicetips/a/GenerationY.htm>.
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lesser-known product but there are a few factors that change their opinion such as
family, friends, and environment.
Although ChargeCard does not have a big name
manufacture behind it, it has been proven in a
sample population that people feel comfortable
about it.25 On their Kickstarter page they successfully
exceed their target goal with 5,428 backers pledging
a total of $161,897 with a mean pledge of $30 per
person.26 This successfully proved that the
ChargeCard would be successful at market
penetration in a marketing strategy.
“In order to build trust with the Gen Y market you must meet 4 criteria, they are:
You must have quality products, in both workmanship and features.
You must be real. Authenticity is important to Generation Y.
You must have a social purpose. 1 in 3 say that they look for brands that have
a positive impact on the world.
You must have integrity. Your business must be moral and stand for
something greater than just profits.”27
A big influencer on third party accessories is the press and the media coverage on the
product. ChargeCard has been featured on PCWorld, TechCrunch, Wired, MSNBC, CNN,
25 SurveyMonkey. N.p., n.d. Web. 22 Oct. 2012.
<http://www.surveymonkey.com/MySurvey_Responses.aspx?sm=rLB77gn1OD/9oK2UH3gaTkPNKX9z5ZJOFR6VNFZ8O4adRyIiL71YhKJSobCn1sCQ>. 26 Dentzel, Noah, and Adam Miller. "Kickstarter." Kickstarter. N.p., n.d. Web. 19 Oct. 2012.
<http://www.kickstarter.com/projects/nomad/chargecard-for-iphone>. 27 "Gen Y - Harnessing The Power of the Loyalty Generation." Social Media News, Strategy, Tools, and Techniques. N.p., n.d. Web.
22 Oct. 2012. <http://socialmediatoday.com/davidjohnson4/563490/gen-y-harnessing-power-loyalty-generation>.
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Mashable, and many smaller consumer blogs. By targeting well-known and credible
mediums, we could gain the customers loyalty that many well-known brands possess.
“The simplicity and foresight of the design might be its most attractive features. One
less bulky accessory sitting at the bottom of the backpack is cause for celebration alone,
but the thought that went into this charger is extremely impressive.”28
28 "Kickstarter." Kickstarter. N.p., n.d. Web. 22 Oct. 2012. <http://www.kickstarter.com/projects/nomad/chargecard-for-iphone>.
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SWOT Analysis: Strengths
Saves Energy
According to the American Council for an Energy-Efficient Economy, “American
homes use almost 25% of the energy consumed in the United States. About 80% of
that energy is used in single-family homes, 15% in multi-family homes (such as
apartments and condos), and 5% in mobile homes.”29 For decades now, energy
conservation has been an engaging topic of research amongst Americans. According
to Sarah Darby, an employee of the Environmental Change Institute, University of
Oxford, environment policies that are directed towards reducing energy use “has
failed so far to recognize adequately the crucial link between our (generalized)
sense of our environment and our (specific) daily needs and actions.”30 People do
not realize it but by leaving cellphone chargers plugged in, they are using “phantom”
power.31 One may not see it, but the power used from leaving chargers plugged in
adds up in the end. It not only hurts America’s goal to conserve energy but it
becomes costly as well.
29 "Residential Sector: Homes & Appliances." ACEEE. N.p., n.d. Web. 17 Oct. 2012. <http://aceee.org/portal/residential>. 30 Darby, Sarah. "Making It Obvious: Designing Feedback into Energy Consumption." N.p., n.d. Web. 17 Oct. 2012. <http://sedc-coalition.eu/wp-content/uploads/2011/06/Darby-Designing-Feedback-into-Energy-Consumption-Oct-2001.pdf>. 31Whitman, Howard. "ENERGY SAVING DO'S AND DON'TS FOR YOUR GADGETS." N.p., n.d. Web. 15 Oct. 2012. <http://search.proquest.com/docview/237250314/139F75EBC47ECF1076/19?accountid=10730>.
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The ChargeCard makes it easy to conserve energy. This is because ChargeCards do
not require at outlet and plugs into a USB port instead. This is a strength because
with concerns about energy consumption being an issue, the ChargeCard is an
energy efficient product.
Feeds toward the needs of Generation Y: Fits into Wallet
Americans are leading such busy lives. According to Tim Kreider, an blog writer for
the New York Times and author of “We Learn Nothing”, people’s automatic response
to “how are you doing” has become “busy.” Krieder stresses that people are busy
“because of their own ambition or drive or anxety, because they’re addicted to
busyness and dread what they might have to face in its absense.”33 According to a
CNN article, generation Y “likes quick, casual and socially-tinged meetings.”34
Because work life for generation Y is huge part, their personal and private lives start
32 "Standby Power." : Data. N.p., n.d. Web. 15 Oct. 2012. <http://standby.lbl.gov/summary-table.html>. 33 Kreider, Tim. "The Busy Trap." Opinionator. N.p., n.d. Web. 17 Oct. 2012. <http://opinionator.blogs.nytimes.com/2012/06/30/the-busy-trap/>. 34 Gargiulo, Susanne, and Read Policy on Special Reports. "'Generation Y' Set to Transform Office Life - CNN.com." CNN. Cable News Network, 21 Aug. 2012. Web. 16 Oct. 2012. <http://edition.cnn.com/2012/08/20/business/generation-y-global-office-culture/index.html>.
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to blend. An example of this would be people working at Google and Facebook
offices in California. The future generation of America enjoy being busy and being at
work. The ChargeCard fits in with the fast paced lives people are living. It is shaped
in a business card so it fits into peoples’ wallets, purses and pockets easily.35
Americans need something portable especially with the way Generation Y works. It
is a strength because it is exactly what Americans need with the busy lives they are
living.
The ChargeCard’s body is made from durable ABS plastic and its foldout USB arm is
made of a flexible thermoplastic elastomer 1
According to Go Polymers, ABS plastic is and “easily machined, tough, low cost rigid
thermoplastic plastic with high impact strength, ideal for turning, drilling, milling,
sawng, die-cutting, shearing.”36 This material provides toughness, stability a
temperature range, chemical resistence and more. This material makes the body of
the ChargeCard stronger and less breakable. Now for the foldouut USB arm, it is
made of a flexible thermoplastic elastomer. The stand-out properties of this material
are hardness, flexibility, lower service temperatire limits, compression set and
tensile set.37 This material makes the product stronger because it is less likely to
tear or break.
35 Flacy, Mike. "ChargeCard Is a Slim IPhone USB Charger That Fits in a Wallet." Digital Trends. N.p., n.d. Web. 16 Oct. 2012. <http://www.digitaltrends.com/apple/chargecard-is-a-slim-iphone-usb-charger-that-fits-in-a-wallet/>. 36 "ABS Plastics (Acrylonitrile - Butadiene - Styrene)." ABS Plastic. N.p., n.d. Web. 24 Oct. 2012. <http://www.gopolymers.com/plastic-types/abs-plastic.html>. 37 "Jump to Site Navigation." Understanding TPEs. N.p., n.d. Web. 15 Oct. 2012. <http://www.rtpcompany.com/products/elastomer/understanding.htm>.
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Works on iPhones and Androids
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The growth of smartphones is increasing tremendously in the United States.
According to Time Business, this growth is centered and powered mainly by the
accomplishments of Apple’s iPhone and Google’s Android. According to a new Pew
servey, this is “the first time, smartphones now outnumber more basic mobile
phones. The Pew survey also indicated that “overall adoption levels are at 60% or
more within several cohorts, such as college graduates, 18-35 year olds and those
with an annual household income of $75,000 or more.”10 Conveniently, the
ChargeCard works on iPhones and Andriods. With the growth of these phones and
range of people getting them, it is a strength that our product caters to people with
these two smartphones.
38 "Nearly 50% of Americans Own Smartphones; Android, IPhone Dominate." TIME.com. N.p., n.d. Web. 14 Oct. 2012. <http://business.time.com/2012/03/01/nearly-50-of-americans-own-smartphones-android-iphone-dominate/>.
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SWOT Analysis: Weaknesses
Has not created one that will be compatible with the iPhone 5
39
The latest iPhone 5 has a replacement charger set up called the “lightning” dock.
According to Digital Trends, the iPhone 5 costs the same as as the iPhone 4S did
when it first came out but with the new replacement charger, it is going to cost
more. Previously, the 30-pin USB cable and adapter came with the iPhone. But now,
for the lightning dock connector cable, people are required to buy the iPhone 5 and
its charger separately. 11According to the creators of the ChargeCard, they plan to
move forward and “develop for the future connector”. This is a weakness because
the lightning dock is more expensive, and creating a new ChargeCard for the iPhone
5 is going to be more costly.
Pricey: People receive free chargers when buying iPhones
39 Couts, Andrew. Digital Trends. N.p., n.d. Web. 15 Oct. 2012. <http://www.digitaltrends.com/mobile/apple-jacks-up-iphone-5-replacement-charger-price/>.
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When we surveyed people we asked “What do you not lke about the ChargeCard?”,
most people said that it was a pricy. People said they got chargers for free when
they originally bought their iPhones and are content using those.40 The ChargeCard
costs $24.99.
Still need a USB port for it to work
USB ports are not always readily available. In the survey we conducted, one person
said they did not like “the fact that we need to have a computer to use it on the go”.12
In an office it would be easy to find a computer with a USB port to plug the
ChargeCard in. When traveling, not everyone carries a laptop with them. And also,
not all cars have a USB port. Only being able to use it with a USB port available limits
the customer.
40SurveyMonkey. N.p., n.d. Web. 22 Oct. 2012. <http://www.surveymonkey.com/MySurvey_Responses.aspx?sm=rLB77gn1OD/9oK2UH3gaTkPNKX9z5ZJOFR6VNFZ8O4adRyIiL71YhKJSobCn1sCQ>.
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SWOT Analysis: Opportunities
Huge industry growth of owning smartphones
The cell phone industry is continuously growing and thus serves as an opportunity
for the ChargeCard and other cell phone accessories in the market.
Apple released its first iPhone five years ago, which was an important milestone
both for Apple and the entire mobile industry. The release of the iPhone has
drastically impacted the mobile industry, allowing for exponential growth in the
smartphone market and changing the entire digital landscape in only a matter of a
few years.41
“In July 2007, barely 9 million Americans owned a smartphone – representing just 4
percent of the entire mobile market. Today nearly 110 million Americans own a
smartphone and by the end of the year smartphone owners will become the new
mobile majority in the U.S.”42, as seen in the figure above.
41 "5 Years Later: A Look Back at the Rise of the IPhone (comScore Voices)." 5 Years Later: A Look Back at the Rise of the IPhone
(comScore Voices). N.p., n.d. Web. 22 Oct. 2012. <http://blog.comscore.com/2012/06/5_years_later_a_look_back_at_the_rise_of_the_iphone.html>.
42 "5 Years Later: A Look Back at the Rise of the IPhone (comScore Voices)." 5 Years Later: A Look Back at the Rise of the IPhone
(comScore Voices). N.p., n.d. Web. 22 Oct. 2012. <http://blog.comscore.com/2012/06/5_years_later_a_look_back_at_the_rise_of_the_iphone.html>.
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Rise of the iPhone
There has also been a large increase in the amount of iPhone owners. Throughout
the past five years, Apple has introduced five different versions of the iPhone and
has expanded to include carriers such as AT&T, Verizon and Sprint. 42, The fact that
Apple opened up their product to a variety of cell phone carriers enabled the market
to expand quickly to a variety of customers.
“A
more detailed look at the iPhone ecosystem by device generation found that nearly
3 in every 4 iPhone owners currently uses the iPhone 4 or iPhone 4S, with the
iPhone 4 accounting for the largest overall share at nearly 40 percent of iOS
smartphones in May 2012. The original iPhone released on June 29, 2007 now
accounts for just 2 percent of current iOS smartphone owners, with new generations
of the device making the original virtually obsolete.”42
Mobile Industry Growth
“The mobile industry is enjoying a remarkable moment in business history…Mobile
is where some of the world's most innovative and entrepreneurially rewarding
companies are being created…Considering the steady growth of mobile in even the
poorest parts of the world, it's fair to say that everyone, everywhere will soon be a
mobile customer.”43
43 "Knowledge@Wharton Managing Technology Research Article." How Forces That Drive the Mobile Industry's Growth Also Threaten Its Future. N.p., n.d. Web. 20 Oct. 2012. <http://knowledge.wharton.upenn.edu/article.cfm?articleid=3031>.
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SWOT Analysis: Threats
Competition of similar products
Unfortunately, there are many competitive products that act as a threat to the
potential growth of this product. There are a variety of products that could act as
competition in this industry, such as the universal cell phone charger, a charger that
can charge multiple devices, a solar-powered charger and other portable chargers.44
45 These products threaten the success of our product because they could take away
potential customers of our target market.
This heavy competition could take away market opportunity from purchasing our
product, thus explaining how the overall competition for this market poses as a
threat to our product. Generation Y, our target market, tends to be looking for the
new innovation and what’s trending in the technological sector. Because of this, our
product has to offer unique qualities that make it stand out against its competitors.
44 Maas, Nancy. "Universal Cell Phone Charger -- What A Concept." Wireless Design & Development 17.3 (2009): 6. Business Source Complete. Web. 20 Oct. 2012. http://web.ebscohost.com/bsi/pdfviewer/pdfviewer?sid=07341988-d0b5-4c3e-852c-013de39cabd0%40sessionmgr110&vid=2&hid=111
45 Mitchell, Julie. "Investor's Business Daily." Investor's Business Daily. (2002): n. page. Web. 24 Oct. 2012. http://search.proquest.com/docview/1027124336/139840932CD126B6291/1?accountid=10730.
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Customers who already own the iPhone charger
In addition, a potential threat is that whoever purchases an iPhone receives an
Apple charger that includes a USB cable connector and wall-charger.
“This USB 2.0 cable connects your iPhone,
iPad or iPod — directly or through a Dock
— to your computer's USB port for
efficient syncing and charging or to the
Apple USB Power Adapter for convenient
charging from a wall outlet.”46
Because this is provided with a purchase of an iPhone, this may take away from
consumers who are looking for a different type of charger but don’t want to commit
to change or who want to save money. The Apple iPhone charger contains a USB
port as well, which could pose as a dangerous threat in leading to a lack of interest
or a feeling of apathy in possible customers since they already own a charger. With
this in mind, it would be important to highlight the portability and
46 "Apple 30-pin to USB Cable." - Apple Store (U.S.). N.p., n.d. Web. 18 Oct. 2012.
<http://store.apple.com/us/product/MA591G/B/apple-30-pin-to-usb-cable?fnode=45>.
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Conclusion
Despite our product’s weaknesses and the industry’s potential threats, we believe
that our product serves as a portable, easy-to-use and convenient phone charger for
the businessman or woman on the go.
Group Member Contributions
Lizzy Ballard: Lizzy did preliminary research for the initial product and all sections of
the report, wrote the industry/category analysis section, and edited the final version of
the report.
Sarah Deike: Sarah did research and wrote the competitor analysis, gathered visuals,
created the survey and helped find survey participants in our target market.
Christian Santos-Powell: Christian designed the title page, wrote the customer
analysis, summarized our target market demographics based on research, and helped
gather participants for the survey.
Cate LeSourd: Cate researched and wrote the opportunities and threats section of the
SWOT analysis, compiled all of the information into the PowerPoint, and edited and
put together the final version of the report.
Samhita Tankala: Samhita did research, wrote the introduction and strength and
weaknesses section of the SWOT analysis, and helped with survey question creation
and distribution of the survey.