Table 2.1: Survey Results Attributes / Brands RIM BlackBerry Palm Treo Motorola Q Nokia 9300 Sidekick3...

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Table 2.1: Survey Results Attributes / Brands RIM BlackBerry Palm Treo Motorola Q Nokia 9300 Sidekick3 Sony Ericsson 700p Pearl M600i Instant messaging availability 7.2 5.1 5.3 6.7 7.2 1.5 Display size 6.5 6.5 7.4 6.4 7.2 7.3 Voice/call quality 5.6 8.0 4.8 7.8 6.3 8.0 Comfortable to call 7.4 6.9 6.1 4.2 3.1 5.2 User friendliness Media quality Camera quality Compact Product image 66 6.6 7.2 7.3 4.1 4.0 6.0 6.1 7.0 6.9 5.9 6.4 7.8 5.7 6.2 6.6 0.5 4.2 1.3 6.9 5.7 6.7 4.5 3.6 5.1 5.9 5.4 4.9 5.0 4.0 4.1 Brand image 8.6 8.5 7.2 6.5 3.0 4.5 High prestige Value for money Average user rating (CNET) CNET Editor's rating Segment I 7.2 6.9 6.8 5.5 1.2 4.0 Segment II Segment III 687855 6.0 5.4 4.2 4.6 5.3 4.0 8.0 7.5 6.2 7.3 6.3 6.4 7.3 7.7 8.0 6.3 7.3 7.7 8.4 7.0 7.9 6.2 2.9 5.4 5.5 4.5 3.1 7.2 3.4 3.6 5.6 4.3 4.7 4.4 7.0 4.4 Table 2.2: Description of Three Target Consumer Segments Segment I Segment size 42% Age group 25-45 Education Predominant employment College graduate, post-graduate Business professionals Characteristics of Executives and employment managers Segment II Segment III 33% 25% 30-50 18-25 graduate Business Professional, post- professionals Professionals (e.g., doctors, lawyers, High school, college graduate A Students, white- collar, entry-level jobs Students, various jobs researchers) Existing Blackberry 75% 60% 20% users Persons per household 2.5 3.8 142 Percentage women 31% 22% 47% Percentage married 43% 73% 18% Read business 85% 68% 23% magazines Read technology 43% 31% 58% magazines Read entertainment 37% 23% 73% magazines Watch business news 84% 72% 27% Watch sitcoms 34% 46% 77% Have travelled abroad 72% 45% 26% Frequent flyer 87% 45% 3% program member Own an American 58% 32% 40% Express card Own investment funds (24% 35% 12% Table 2.3: Smartphone Specifications RIM Palm Treo Motorola Nokia Treo Sony BlackBerry 700p Q 9300 Sidekick 3 Ericsson Pearl M600i Price (Average) Weight (oz.) Size (inches) $275 $475 $209 $300 3.2 6.4 43 5.9 $300 7 $400 4 4.2 x 2 x 0.5 4.4 x 2.3 x 0.9 4.57 X 5.2 x 2.1 2.4 x 0.9 x 4.2 x 2.2 x 2.52%- 0.47 x 0.9 5.1 0.6 Display size (pixels) 240 x 260 240 x 240 320 x 240 640 x 240 x 160 240 x 320 200 Bluetooth Bands v2.0 Quad Dual 1.2 Dual 1.2 1.2 Tri Tri A2DP Tri Connectivity Office applications Editing for office applications QWERTY keypad EDGE 3G/EV-DO 3G/EV-DO EDGE EDGE UMTS Yes Yes Yes Yes Yes Yes No Yes Yes No No No Short Full Full Full Full Short Internal memory 64 MB 60 MB 60 MB 80 MB 64 MB Memory expansion Talk time (hours)" Standby time days GPS system Camera specifications microSD SD/MMC Mini SD MMC miniSD 60 MB microSD 3.5 4.5 4 7 4.5 7.5 15 12 4 8 3 14 Extendable No No No No No 1.3 1.3 1.3 N/A 1.3 N/A megapixel megapixel megapixel megapixel Media player Yes Yes Yes Yes Yes Yes Music player Yes, all formats Yes, all formats Yes, all Yes, Yes, only Yes, all formats limited MP3 formats formats Video recording No No Yes No No No Figure 2.1: Positioning Map Positioning Map CNET Editor's rating Display size Media quality User friendliness Motorola Q Sony Ericsson M600i Compact Comfortable to call Camera quality Palm Treo 700p Segment I High prestige 1 (44.8%) Brand image Segment 111 Volcall quality Sidekick3 Value for money RIM BlackBerry Pearl Product image Instant messaging availability Average user rating (CNET) Nokia 9300 Segment II Market Share II (29.5%) Table 2.1: Survey Results Attributes / Brands RIM BlackBerry Palm Treo Motorola Q Nokia 9300 Sidekick3 Sony Ericsson 700p Pearl M600i Instant messaging availability 7.2 5.1 5.3 6.7 7.2 1.5 Display size 6.5 6.5 7.4 6.4 7.2 7.3 Voice/call quality 5.6 8.0 4.8 7.8 6.3 8.0 Comfortable to call 7.4 6.9 6.1 4.2 3.1 5.2 User friendliness Media quality Camera quality Compact Product image 66 6.6 7.2 7.3 4.1 4.0 6.0 6.1 7.0 6.9 5.9 6.4 7.8 5.7 6.2 6.6 0.5 4.2 1.3 6.9 5.7 6.7 4.5 3.6 5.1 5.9 5.4 4.9 5.0 4.0 4.1 Brand image 8.6 8.5 7.2 6.5 3.0 4.5 High prestige Value for money Average user rating (CNET) CNET Editor's rating Segment I 7.2 6.9 6.8 5.5 1.2 4.0 Segment II Segment III 687855 6.0 5.4 4.2 4.6 5.3 4.0 8.0 7.5 6.2 7.3 6.3 6.4 7.3 7.7 8.0 6.3 7.3 7.7 8.4 7.0 7.9 6.2 2.9 5.4 5.5 4.5 3.1 7.2 3.4 3.6 5.6 4.3 4.7 4.4 7.0 4.4 Table 2.2: Description of Three Target Consumer Segments Segment I Segment size 42% Age group 25-45 Education Predominant employment College graduate, post-graduate Business professionals Characteristics of Executives and employment managers Segment II Segment III 33% 25% 30-50 18-25 graduate Business Professional, post- professionals Professionals (e.g., doctors, lawyers, High school, college graduate A Students, white- collar, entry-level jobs Students, various jobs researchers) Existing Blackberry 75% 60% 20% users Persons per household 2.5 3.8 142 Percentage women 31% 22% 47% Percentage married 43% 73% 18% Read business 85% 68% 23% magazines Read technology 43% 31% 58% magazines Read entertainment 37% 23% 73% magazines Watch business news 84% 72% 27% Watch sitcoms 34% 46% 77% Have travelled abroad 72% 45% 26% Frequent flyer 87% 45% 3% program member Own an American 58% 32% 40% Express card Own investment funds (24% 35% 12% Table 2.3: Smartphone Specifications RIM Palm Treo Motorola Nokia Treo Sony BlackBerry 700p Q 9300 Sidekick 3 Ericsson Pearl M600i Price (Average) Weight (oz.) Size (inches) $275 $475 $209 $300 3.2 6.4 43 5.9 $300 7 $400 4 4.2 x 2 x 0.5 4.4 x 2.3 x 0.9 4.57 X 5.2 x 2.1 2.4 x 0.9 x 4.2 x 2.2 x 2.52%- 0.47 x 0.9 5.1 0.6 Display size (pixels) 240 x 260 240 x 240 320 x 240 640 x 240 x 160 240 x 320 200 Bluetooth Bands v2.0 Quad Dual 1.2 Dual 1.2 1.2 Tri Tri A2DP Tri Connectivity Office applications Editing for office applications QWERTY keypad EDGE 3G/EV-DO 3G/EV-DO EDGE EDGE UMTS Yes Yes Yes Yes Yes Yes No Yes Yes No No No Short Full Full Full Full Short Internal memory 64 MB 60 MB 60 MB 80 MB 64 MB Memory expansion Talk time (hours)" Standby time days GPS system Camera specifications microSD SD/MMC Mini SD MMC miniSD 60 MB microSD 3.5 4.5 4 7 4.5 7.5 15 12 4 8 3 14 Extendable No No No No No 1.3 1.3 1.3 N/A 1.3 N/A megapixel megapixel megapixel megapixel Media player Yes Yes Yes Yes Yes Yes Music player Yes, all formats Yes, all formats Yes, all Yes, Yes, only Yes, all formats limited MP3 formats formats Video recording No No Yes No No No Figure 2.1: Positioning Map Positioning Map CNET Editor's rating Display size Media quality User friendliness Motorola Q Sony Ericsson M600i Compact Comfortable to call Camera quality Palm Treo 700p Segment I High prestige 1 (44.8%) Brand image Segment 111 Volcall quality Sidekick3 Value for money RIM BlackBerry Pearl Product image Instant messaging availability Average user rating (CNET) Nokia 9300 Segment II Market Share II (29.5%)