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Expected Fineness over Time StudyStakeholder: HQA2009.8 by UX lab, Beijing

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Research Questions

• How people perceive the phone’s “Fineness”? E.g. how people define “90% new”, “80% new” etc?

• What’s people’s acceptable abrasion over time for daily phone usage? Any rules between the “perceived fineness” and using time?

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Method

• Select 12 phones with different abrasion level:• 8 normal phones (used as daily phones)• 4 abrasion test phones (made by tumbling abrasion)

• Recruit users who tend to have high expectations on phone’s abrasion over time via online questionnairehttp://www.oqss.com/oqss25/survey/UserData/U1131/S3359.aspx

• Have users rate the phones on perceived fineness (from 1-10), and estimate how long it has been used based on own experience.• For Detailed test protocol refers to:

http://metadoc.sonyericsson.net/login_link.asp?doc=1/1523-LXE1100261&rev=latest• Discuss with users about their adjustment criteria, and double check if the time

estimated is what their basic expectation for phone’s abrasion over time• Build predictive equation between perceived fineness and expected using time

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Respondents Profile

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Respondent’s Phone usage

• 17/19 users are satisfied with their phones so far

• Protection measures:

• Sticking film (贴膜 ) is widely seen in the respondents (7/8 within 15 months)• It’s a simple and cheap way to protect the screen

• Protective casing or silicon case (保护套 )• Seen in the first 3 months• Inconvenient

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6 months

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10 months

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About 12-15 months

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About 12-15 months

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About 12-15 months

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About 12-15 months

• Low end Nokia phone• Male usage

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1.5 year

• Low end Nokia phone

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2 years

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2.5 year

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3 years

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Perceived Fineness

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Description表面基本看不出任何磨损，划痕，基本全新， 9成新以上

9.3

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Description仔细查看，能看到手机表面有轻微花痕，或者边角轻微磨损，但不明显8.5成新以上

8.98.6

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Description手机表面比较明显的花痕或者小的划痕，键盘无明显磨损或者划痕， 8-8.5成

8.2 8.3 8.5

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Description屏幕及手机外表（包括边角部位）划痕或者磨损明显，但整体外观依旧保持较好， 7成

7.1 7.5

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Description键盘，屏幕或者边角磨损，掉漆等较为严重，或者手机表面有明显的刻痕，磨损，掉漆等， 6成

6.5 6.76.1

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Description屏幕大面积进灰，键盘或手机表面磨损明显，字迹、 logo等因磨损至模糊不清

5.1

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Acceptable Using time (month)

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Phone Lower Bound Upper Bound 5% Trimmed Mean Median Fineness

A 1.6 4.6 2.8 2.0 9.3 M 2.8 5.9 4.2 4.0 8.9 O 3.7 6.8 5.1 6.0 8.6 E 5.3 8.7 6.9 6.0 8.5N 4.7 10.7 7.2 6.0 8.3 G 5.2 10.2 7.1 6.0 8.2 P 7.1 13.8 10.1 10.0 7.5 I 9.0 15.8 12.2 12.0 7.1 C 12.0 19.1 15.3 14.0 6.7 B 11.0 19.0 14.3 12.0 6.5L 14.7 22.0 18.2 18.0 6.1 F 18.9 25.0 22.2 24.0 5.1

Acceptable Fineness Over Time

0 3 6 9 12 15 18 21 24 5

6

7

8

9

10

f(x) = − 0.191201937395052 x + 10.1394882508967f(x) = − 0.243779868350842 x + 9.51563228804345f(x) = − 0.21330251035665 x + 9.79581365626073

Acceptable in normal caseLinear (Acceptable in normal case)lower expectationLinear (lower expectation)higher expectation

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Conclusions: Predictive Acceptable Fineness over Months (1-24)

• For Normal cases:

Acceptable Fineness = 9.8 - 0.2 x Monthe.g. for 6 months, the expected fineness is 8.6, which means 86% new

• For Higher expectation cases (e.g. high end phones):

Acceptable Fineness = 10.1 - 0.2 x Monthe.g. for 6 months, the expected fineness is 8.9, which means 89% new

• For lower expectation cases (e.g. low end phones):

Acceptable Fineness = 9.5 - 0.24 x Monthe.g. for 6 months, the expected fineness is 8.1, which means 81% new

Full data analysis refers to: http://metadoc.sonyericsson.net/login_link.asp?doc=2/1597-LXE1100261&rev=latest

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Influence Factors of Expected Fineness over Time

Consider the following influence factors when you use the ‘predictive equation’

• Color and material• Price• User segment• Usage behavior

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THANKSContact: John, Chen