Newfonia, Inc. faces three major competitors in the smart phone market: Oldphonia, Simphonia, and Colliefonia. It found that potential consumers placed the highest importance (importance = 5) on reliability (measured by such things as freedom from operating system crashes and battery life), followed by compactness (importance = 4) (weight/bulkiness), followed by flexibility (importance = 3) (features, ease of use, and types of program modules available). The operating cost (importance = 2) was only occasionally noted as an important attribute in the surveys. Studies of their products, along with consumer panel ratings for the competitors are provided below.

Complete the following:

1. Using the information provided, complete a House of Quality. (Use the House of Quality template provided within this lesson)

2. Develop a deployment plan for the new smartphone; i.e., on what attributes should the company focus its marketing efforts? Base your response on customer importance ratings and benchmarking the competition.

Note: The Customer Requirements are provided in the consumer panel ratings section under attributes. Competitors product information provides assistance in developing the Functional Requirements (or technical requirements) linked to customer requirements.

newfonia Inc.

Competitors product Information

company price wt(oz) size (in) features operating program battery life (hrs) opr. costs (batt/prg/)

oldphoia 575 4 4.8 * 3..2 15 branchos 50 high

simphonia 195 7.5 5.1 * 3..3 9 Hardmark* 12 low colliefonia 450 8.8 5.3 * 3..3 12 Easyware** 25 moderately high

Note: branchos is of the most recognized operating software programs for smartphone. * new unproven software, unique to simphonia . ** well -recieved proprietary software used on many smartphones for several years.

Consumer panel ratings

attribute oldphonia simphonia colliefonia

intial cost 3 5 4

reliability 5 2 3 ease of use 4 1 3

features 4 2 3

operating cost 5 3 4

weight 5 3 3

size 4 4 4