Problem 7-03 Newfonia, Inc. Competitors' Product Information Operating Battery Opr. Costs Company Price Wt. (oz.) Size (In.) Features Program life (hrs) (Batt./Prg/) Oldphonia 575 4 4.8 x 3.2 15 BranchOS 50 High Simphonia 195 7.5 5.1 x 3.3 9 Hardmark* 12 Low Colliefonia 450 8.8 5.3 x 3.3 12 Easyware** 25 Moderately high Note: BranchOS@ is one of the most recognized operating software programs for smartphones. *New unproven software, unique to Simphonia *Well-received proprietary software, used on many smartphones for several years 6 Consumer Panel Ratings Attribute Oldphonia Simphonia Colliefonia 8 Initial cost 3 9 Reliability 0 Ease of use 1 Features A WA W W W . 2 Operating cost 3 Weight 14 Size 15 16 35 36 Prob. 7-03Instructions Newfonia Inc. is working on a design for a new smart phone. Marketing staff conducted extensive surveys and focus groups with potential customers to determine the characteristics that the customer wants and expects in a smart phone. Newfonia's studies have identified the most important customer expectations as: . Initial cost . Reliability . Ease of use . Features . Operating costs . Compactness Part 1 Develop a set of technical requirements to incorporate into the design of a House of Quality relationship matrix to assess how well your requirements address these expectations. Refine your design as necessary, based upon the initial assessment. (15 marks) Part 2 Newfonia faces three major competitors in this market: Oldphonia, Simphonia and Colliefonia. It found that potential consumers placed the highest importance on the reliability (measured by such things as freedom from operating system crashes and battery life), followed by compactness (weight/bulkiness), followed by flexibility (features, ease of use, and the type of program modules available). The operating costs was only occasionally noted as an important attribute in the survey. Studies of their products yielded the information in the spreadsheet given. Results of the consumer panel ratings for these competitors are also shown in that spreadsheet. Using this information, modify and extend your house of quality and develop a deployment plan for the new smart phone. On what attributes should the company focus its marketing efforts? (15 marks)