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  Planning Product

Title : Planning Product

 

Table

1. Foreword

1.1 Scope

1.2 Process

 

2. Planning for Line up

2.1 Market Research

2.2 Technical Research

2.3 Concept

2.4 Product Strategy

2.5 Line up

 

3. Planning for Single Product

3.1 Operator Spec

3.2 Detail Spec

3.3 Product Planning Document

3.4 UI plan

3.5 Manual

 

4. Management with SMS(Spec, M/C, Schedule)

4.1 Specification

4.2 Material Cost to Revenue

4.3 Scheduling

 

5. Management for Dept

5.1 Design

5.2 Mechanical

5.3 Hardware

5.4 Software

5.5 Test

5.6 Certification

5.7 Production

 

6. Conclusion

*  References

 

Prologue

In Korea, People are watching the TV with cellphone from 4 years ago. Now people who use cellphone have video telephony phone. Its surprising for another country people. Korea market is leading world cellphone market. They show everything in cellphone.

So why can they lead the cellphone market? Design? R&D? What do you think about that? Whats factor? The answer is the planning department. We have regular process when we make mobile device. Plan -> Design -> Mechanical -> Hardware -> Software -> Test Certifications. Product Planning Team have three factor in process. One is marketing. Two is Research & development. Threee is management for all R&D process. We call this Product management, PM.

We are going to talk about product planning. There is no solution without plan. Its very important, maybe most important things for cellphone R&D. We are talking about how to research market, how to make planning sheet, how to manage R&D researcher, sales person, etc.  No matter what we wanna make, the result phone is going to be as good as we are trying. Its not supposed to be easy. So if you want to learn to plan cellphone. You should be trying to do your best and studying everything for cellphone.

Finally, I want to say how bill gates think about korea cellphone market. This is what he said. If I had to pick one market thats the most amazing, Id say South Korea. Once you get a 79-percent penetration, what that does to how people think about consuming video and socialization and buying and selling, you can sort of get a glimpse of th future by looking at how theos trends have come together in Sounth Korea.

Are you ready?

 

 

 

 

1. Foreword

In order to make cellphone, also mobile device, TV, Settop box and PDAs All kind of devices, We should have knowledge of design, hardware and software. If we have no idea about any kind of software, We can not make cellphone. Nobody say how more important for us  to make device between hardware and software. I dont even say that this is not important. If we need software solution. We can buy solution. If we need to buy hardware machine. We can buy it. But If we need to plan cellphone. We can not buy it. Because Plannin is not a thing. The only way we can get a idea for plan is to hire planner. So There is no way to talk about planning without worker who is working in planning department. Thats why we dont find out book that is written about product planning.

Mobile device is not a stand alone Device like game terminal. We have to connect to CDMA or GSM network to use the cellphone. So mobile device company have idea about network and device. But its not a System integration Software solution. Its hardware and system dependent solution. So If we plan cellphone, We have to know all kind of software, hardware and network. Somebody said product planner is going to be a smart. I dont think it. Because everybody is trying to know how to work in their field. We are trying to do as good as they are. We back to plan.

Product planning is most important part we have. Because when we make cellphone. We are going to pay for Five million dollars to make one model. If we dont understand cellphone we are going to make. We will fail to make it. We are gonna make it. Whatever we want to do. Start is very very important. You are good person to make well. You have to get it in your mind.

 

 

1.1 Scope

1.1.1 User Friendly Function

  What kind of Question do you ask first to salesman in the electric store when you buy cellphone? Somebody is interested in design, somebody is interested in price. Both of them is what we are interested in first. Whats next? Thats going to be a function in cellphone. What kind of display in this cellphone? What about camera? What about sound? Do you have mp3 phone? Which is best choice for me? This is what customers thinking about. I would like to talk about function. Because Funtion of cellphone is very complicated. General Users dont understand how to use this kind of functions. Flankly speaking, Users are using 20% of cellphones all function. However We would make all kind of functions. Because Making cellphone is a Schematic of cellphone. There is no functions we cant use.

 

1.1.2 Specifications

  We have two kinds of specifications form. For the first time we should make a concept for cellphone we will make. We research market share, competitive products with another company, and we are going to find niche in the market. But nobody know what product is going to be a best seller. We are going to find out best concept we can do.

Concep à Rough Spec à Detail Spec à User Menutree à Scenario

Also we can make expression another word. Concept à Rough Function à Detail Funtion à User Menutree à Scenario. But Its different between spec and function. Function is what to make product. Spec is how to make product. Its little bit similliar and different.

I will show you what specicfication is below. Im gonna show about fifteen function in a product with three products. We can make different by using table sheet. For example, SCh-330 has 2 million pixels camera, but SPH-W2700 has 1.3 milillon pixels camera. So We can know W330 is prior to W2700 with camera. But We cant tell you we should pay for more money to buy W330 than W2700. Because products price is nothing to do with fuction.

You can find out what specification is in product if you see the below line. OK now Im talking about function everybody know. I mean Ill talk about user spec. That is going to be what customer wants, understands when we talk about cellphone. Ill talk about brief spec user can understand essily. Ill talk about more detail function and Specification after this chapter.

 


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Model

SCH-W330

SPH-W2700

SPH-W2900

Picture

Band

Chipset

Form Factor

Slide

Folder

Slide

Dimension

102.5*50*12.9

102.5*52.3*11.9

97.8*47.7*15.7

Weight

82

94.3

89.6

Display

2.22", 262K
TFT LCD

2.3", 262K
TFT LCD

2.0", 262K
TFT LCD

Camera

200, CMOS

130, CMOS

130, CMOS

Memory

Compact Flash

Compact Flash

GPS

NO

NO

NO

Connectivity

Bluetooth

Bluetooth

Bluetooth

Network

HSDPA 7.2Mbps

HSDPA 1.8Mbps

HSDPA 1.8Mbps

Multimedia

64Poly, MP3

64Poly, MP3

64Poly, MP3

Browser

YES

YES

YES

VM

Message

MMS, E-mail

MMS, Show Internet

MMS, Show Internet

Cool Features

Market

Domestic

Domestic

Domestic

Company

Anycall

Anycall

Anycall

Retail Price

ó

Anycall.com

Anycall.com

Anycall.com

 Somebody talk to me Is there a camera in your phone. How much mega pixels lens do you have? Im talking about functions in the cellphone. When we want to buy cellphone, We see the design and ask how much the cellphone is. Next we ask what kind of function there is. Also We are gonna ask more detail function about cellphone. There are a lot of function in the cellphone. We call this convergence product. It means One Device have a all kind of function. For example, High quality display, If we divide type of Display, There are CSTN, TFT, OLED we can say. They are more highly quality on the right way. Also The product price is higher.

 Also, Camera is a similar to display, When we buy cellphone, We are very interested in camera in cellphone. Because we can take a picture without camera device. Its gonna be enough to take a high quality picture with camera phone. Camera pixels is as good as digital cemera pixels. We dont have to carry digital camera when we are going out another place. No matter when we are going to take a picture, No matter where we are in, Dont worry about it. We can take a picture with cellphone camera and The quality is as good as digital camera. Thats why we think cameara is most important function when we buy cellphone.

Ok! Ill explain the list of functions we, enduser could know

Form factor is type of Cellphone shpe, There are folder, slide, bar and another shape.

Display is what we can see, when we want to work cellphone, there are a lot of menus in the display. We can call, We can set the function, we can see my pictures with display. There are Black and White, 4gray (4 colors), CSTN, TFT, OLED. And etc and we can say the other function like 4,096 colors, 65 thousant colors, 25.6 million colors. Theare are colors on the display. The more pixels is the higer quality.

Camera is something to take a picture everybody know. But this is special camera in cellphone. Its very interesting for people to use cellphone instead of digital camera. Because Its very easy to use cellphone camera. We can bring it in my pocket. And Everytime we can use this. Like Digital camera has all kind of mega pixels, cellphone camera is the same thing. Camera pixels is composed of 1.3 megapixels, 2 megapixels, 5 megapixels and up to 10 megapixels. Which is what make possible for people to feel with digital camera.

Memory is where we can memorize something in cellphone, like phonebook list, messages, photos. As you know, the more capacity memory is the more useful when we use this function. Nowadays, Camera phone has high quality camera and various function we can use. There is a motion picture. So We need more capacity to store motion pictures.

GPS is a way of find someplace with satellite. When we drive, if we want to find someplace. we could use this function. GPS type are consist of two. One is from satellite, two is  triangle method without satellite. When we triangle method, We need three point of mobile station. So. This is not enough to find road. We call this is software base, Basically If we want exact way to find wherever we go. We should buy cellphone with Hardware based on GPS

Connectivity is something to connect phone to phone, phone to PC. When we want to store phonbook list, picuture to PC. We can use this function. If you connect to PC to phone. You can use data cable, and you can use wireless like IrDA, Bluetooth. Up to date Cellphone support Bluetooth. So We can use this Bluetooth to transfer date from phone to PC, PC to Phone, Phone to Phone. Im talking about near connectivity technologies.

Network is the road to conncet to transfer data. When we are talking about network spec, We are talking about speed to transfer data with wireless network. So there are a lot of network type. Also I was talking about Bluetooth. That was  a kind of network. But Im talking about CDMA,GSM network. We have to make distribution between GSM and CDMA.

GSM data network have developed from GPRS à EDGE à HSDPA à HSUPA, CDMA data network have developed from CDMA 1x à EvDO à Rev.A à Rev B. So when we can use this speed of data is the time we download bell, piture and searching the web on the phone.  

  Multimedia means music, sound, movie. We can record motion picture like movie with camera phone. After taking picture, we should play motion with phone. We also can play music with phone. But that phone is suppored with playing mp3. So we play music, movie, We gonna find out the file name like jpg, avi, mp3. Those are the standard format musi,moive for digital. So If we want to play that kinds of music, movies, We also have supported phone to play.

Browser is mobile Internet like web on the PC. When we take a information from web, we can use cellphone browser, but the display is very small, we can not get information like PC web. There are limitations to use internet freely. That was payment, display, network speed. That kinds of factor make me not to use internet with phone. Just Text information is the best content we use. But Nowadays The background is better, So more people are using internet on the phone.

VM is abbreviation fo Virtual Machine. Virtual Machine is middleware. We know Hareware, Software. Core software is OS, But we use the software, We should make attention of Hardware and OS, but If There is Virtual machine(middleware) on the phone. We can use applications regardless of Hardware, OS. I think this is a difficult for you to understand middleware. I want you to know what middleware is. Virtual Machine type are Java, BREW. Those are used by cellphone like small system. If you want to download game with cellphone and play game on the cellphone. You should use Java or BREW, Because those are standard requirement spec from Operator. We can see mobile game, mobile sing machine, mobile messenger. OK! Ill explain more easily. If you connect to web with cellphone and get the information, Just seeing, that is internet. And If you find out game when you search the web, and If you download the game and play in the phone. You are using VM. Compare between Browser and Virtual Machine.

Message is the way of messaging between people. The common way is SMS(short message service). You can see SMSà EMSà MMSà E-mailà Messenger. Each part needs some kind of function to make it. So If you want to port SMS in the phone. You can use SMS technology. If you want to apply MMS(Multimedia message Service), You can know mms technology and apply it. Also the same as EMS,E-mail, Messenger. So When you buy your phone, you should know what kind of message function in this phone.

I was talking about form factor, display, camera, memory,GPS, Connectivity, Network, Multimedia, Browser, VM, Message. Those 11 factors are basic function when we talk about cellphone. If you are enduser, Some part is not understood, But dont worry about it. Someday, You can talk about every part of functions in the cellphone.

Im gonna talk about more detail functions next chapter. Spec is very important for planner to understand, because Spec is planning product.

 

 

1.1.3 Cellular System

There are two type of device of the world. One is Network Dependent Device, The other is Network Independent divice. Network Dependent divice means There is no the connected system device to device or station to device. For example, We dont have to connect with network when we use mpeg4 player device and mp3 device. We can play avi files on the device without network, internet. We call this is embedded system. We can put our files in a memory or hard disk and use the inner system and play files.

But when we drive in a car. We use the navigation system. Navigation system is independent with GPS. But We dont neet to have a certification from somebody when we use the GPS signal. Because this is general system everybody can use without certifications. However, When we make navigation device, We should to use GPS receiver chip, which make us pay for royalty to use GPS. Its gonna very simple to use Its easy for Reseacher to develop GPS. We dont have to worry about developing navigation device. We are only focoused on Device, when we develop navigation device.

Its a very similliar between cellphone and navigation device, but very very different for us to develop cellphone. Because cellphone should be connected with operator system. Which make phone call system. Whenever we carry the cellphone. We are always connected cell system. And Everytime Our phone is ready to receive incoming call.

And we can download icon, picture, also movie. We can use anything in the phone with network. As you know. Its going to be very difficult for Research to develop cellphone becuae they have to make various system. And programming all kind of network spec. Also operator requires what they want to use their system. They want people to pay for more and more. So People use big data like movie and game.

There are a lot of cellphone system. If we chose two systems, One is GSM(Global Systme for mobile communications), the other is CDMA(Code division multiple access). GSM is about 80% share of mobile market of the world, 15% is CDMA system. So We can say global mobile system is GSM. But Korea, USA, South America, Japan, china have CDMA system. Specially south Korea lead CDMA mobile system. They always make mobile application as first in the world like mobile streaming, EvDo system. All kind of latest system. Its very surprised for world people. If you want to see future mobile market, You have to go to the korea market.

 

 

1.2 Process for Cellphone R&D

If we know product planning, We should know all process of cellphone R&D. Planner have to make product very well, So planner have to know part process of R&D, like Hardware, software, mechanical part. If I have a brief for R&D process, see as shown below

plan1.jpg

 

 

 

 

 

2. Planning for Line up

2.1 Market Research

2.2 Technical Research

2.3 Concept

2.4 Product Strategy

2.5 Line up

 

3. Planning for Single Product

3.1 Operator Spec

3.2 Detail Spec

3.3 Product Planning Document

3.4 UI plan

3.5 Manual

 

4. Management with SMS(Spec, M/C, Schedule)

4.1 Specification

4.2 Material Cost to Revenue

4.3 Scheduling

 

5. Management for Dept

5.1 Design

5.2 Mechanical

5.3 Hardware

5.4 Software

5.5 Test

5.6 Certification

5.7 Production

 

6. Conclusion

*  References