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New Product Development Project Final Presentation. Deng Xiao Ling Dzalbo Vladimir Gerosa Francesca Halas Denis Invernizzi Alberto. Kaya Giz e m Kwabena Adjei Laube Michał Percuoco Carla Scaramella Adriano. World Stars T ea m. I ntroduction. Company: Apple - PowerPoint PPT Presentation
Citation preview
New Product Development
Project Final Presentation
iNews 2
World Stars Team
ه Deng Xiao Lingه Dzalbo Vladimirه Gerosa Francescaه Halas Denisه Invernizzi Alberto
ه Kaya Gizemه Kwabena Adjeiه Laube Michałه Percuoco Carlaه Scaramella
Adriano
iNews 3
Introduction
• Company: Apple
• Industry: Consumer Electronics
• Targeted business: News Distribution
• Product:
• Product description: Modern News Distribution System
iNews 4
Apple Company Analysis - SWOT
• Best period in company’s history• Roaring sales, revenue, profit, market share &
publicityStrengths Weaknesses
Reputation (Apple culture)Customer loyaltyInnovativenessProduct (design, technology, component integration)Visionary ManagementMarket share (iPod, iTunes)Cash reservesEffective marketing strategies
Product compatibilityMarket share (computer systems)Limited product range with comparison to competitors (gaming consoles, PDAs)
Opportunities Threats
Synergies on the consumer electronics marketImmaturity and development of the consumer electronic market: home digital hubsNews market: in the process of great changes
Direct competition on the consumer electronic marketSupplier competition in the music market
iNews 5
Apple Strategy - NPD
• Company’s success requires action• Great chance – Digital entertainment hubs
ه Microsoft: Windows XP Media Center & X·Box 360
ه Sony: Playstation 3
• Apple & Digital hubsه Front Rowه Mac Mini- Lack of hub elements (gaming console, PDA)
ه New chance for hubs – iNews – News Delivering
Trends in Consumer Electronics
Digitization of life Integration of multiple functions into single devices Portability Miniaturization
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News Market – Value Chain
iNews 7
News Distribution Market Analysis
• Importance of WWWه News Portals (Google)ه Online newspapersه RSS Feeds (CNN, AFP)
• Companies looking for new ideas
Potential Market vs Innovativeness
0
0,2
0,4
0,6
0,8
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0 0,2 0,4 0,6 0,8 1
Potential Market
Inn
ova
tive
nes
s/E
ffic
ien
cy
TV
Radio
Newspaper
Online Newpaper
New Portals
RSS
• Domination of great news agencies• Margers and acquisitions – Global news corporations• High degree of vertical integration• High entry barriers in traditional distribution channels• Lower barriers in new technologies (internet)
iNews 8
User needs analysis
• People WANT news: growing demand (and supply) for news
• People want THEIR news: the need to customization and filtering of information to fight the overwhelming amounts of data
• People want REAL news: growing difficulty with finding a trustful source of information, necessity to get acquainted with opposing views
• People want news WHEN they want: relatively shrinking amount of time that can be devoted to obtaining information
iNews 9
Detailed concept description
• iNews – News delivering system allowing users to receive content from prescribed sources, like newspapers, radio or TV
• Two tier systemه iNews Serviceه iNews Interface Device
iNews 10
iNews – The Service
• iNews platform – iNews Software• All content types
ه Text (Newspapers) , Audio (Radio) , Video (TV)
• Content customization (subscription)ه Source / Category / Topic / Author
Full Corriere della Sera plus cycling and ski news from Gazzetta dello Sport
Financial information from Wall Street Journal, Financial Times CNN World News plus BBC UK Market Summary (TV) Scientific news from New York Times plus all columns by Umberto
Eco News selection from New York Times, Daily News and New York Post
• Target: Supply all major information sources
iNews 11
iNews Software
Subscribing
Synchronizing
Reading
Listening
Watching
iNews 12
iNews – The Device
• Device – Variety of possibilities• Maximum compatibility
ه ePaperه Apple-branded iPaperه iNews Software – PCs, iBooks, etc.ه iPod (with text-to-speech converters)ه PDA (Palm)ه Mac Mini (e.g. with TV)
• Great enhancement of the home digital entertainment hub
iNews 13
iNews – Use Scenarios
• Syncronize your ePaper while preparing to go to work in the morning. While commuting on the train or subway, read the Washington Post, The London Times and La Republica. No paper wasted.
• Synchronize your iPod with iNews and go for exercise while you listen to all today’s sports news and gossips.
• Business trip to Malaysia. Instead of spending long time in an internet café to get all news from markets and the fresh La Stampa, synchronize your notebook or ePaper and read the news in a moment of spare time.
• Company press reviews sent to the employee iNews accounts(e.g. before they leave for work, so they can read the review on the ePapers or listen on the iPods while commuting)
• A selection of your favorite morning TV program modules, e.g. morning talk, general news, market news, local weather (skipping parts e.g. traffic information, as you never commute). All that delivered to the iNews account and then received by the MacMini connected to your TV.
iNews 14
iNews – Value Chain Positioning
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Business Model
• iNews – News Marketplace• Simple customer-supplier relations
ه Apple: free content hostingه Suppliers: free content offering
• Apple revenue – percentage of content sales• No alliances• No content
filtering
iNews 16
Segmentation - Targeting
• Segmentation Variables
• Target Segments- Students- Businessmen- Apple users
• Positioning
iNews
Potential Market vs Innovativeness
0
0,2
0,4
0,6
0,8
1
0 0,2 0,4 0,6 0,8 1
Potential Market
Inn
ova
tive
nes
s/E
ffic
ien
cy
TV
Radio
Newspaper
Online Newpaper
New Portals
RSS
iNews 17
Brand
• Considerations:- Customers to associate iTunes with iNews- Representing Apple culture
iNews 18
Marketing Mix: Promotion Policy
Advertising
Promotion Tools
Public RelationshipsSponsorship
Information to ConveyApple is the very company who devotes itself in improving the
life quality of human being.Apple emphasizes on
impartiality by stressing property rights. Forms and Languages
Free trials (with Apple product purchase)
Free software and accessories for long-period iNews
subscribersFree subscribtion to selected
content for entry-level students of selected
universitiesFree trials for Apple users
Sales Promotion
Information to ConveyExistence of iNews service
Typical characteristics of the service
Convenience and Customization
Necessary part of digital lifestyleForms and Languages
For ManagersAirline Magazines
Lifestyle MagazinesBusiness Magazines
News Channels on TVFor Students
MTV Channel on TVLifestyle Magazines
For Apple UsersWebsite Ads on Apple’s
Website
Communication ObjectivesBrand awareness
Reognition of the service
Forms and LanguagesParticipation in industry
conferneces.Active sponsorship of
conferences in new fileds.Free iNews for top students.
Fund for student scholarships.
Communication ObjectivesBuild up nice company image.
Enhance brand awareness.Gain recognition of public
communities.
Information to ConveyGood chance to try the
excellent service at expenses less than normal.
Communication ObjectvesInduce buying actions
Enhance brand awarenessGain recognition
Promotion objective: Gaining 50% brand recall in targeted segments
iNews 19
iNews 21
Marketing Mix: Placement Policy
• Internet – iNews website and software
• Future: terminals at airports, news agents, supermarkets
iNews 22
Marketing Mix: Pricing Policy
• Article-basedه Single articles purchasedه Price variables: content source, type, length, etc.ه Discounts: Full Newspaper, Single Category ه Price levels: competetive to traditional sources
• Subscription-basedه Periodic subscription to a specified content sourceه Competetive to traditional sources, comparable to online
subscriptions
• Discounts for enabling advertisements
iNews 23
Project planTASK NAME TIME COST
Negotiations with suppliers FROM DAY 1 TO DAY 205 150 K€System architecture
Specifications
Hardware
Software
Website
System integration and testing
FROM DAY 1 TO DAY 182 1200 K€
iNews device interface architecture
Third side company negotiations
iPod upgrading
FrontRow upgrading
FROM DAY 31 TO DAY 57 150 K€
Technical test FROM DAY 260 TO 290 100 K€Test marketing FROM DAY 291 TO 330 250 K€Launch
Website launch
Promotion efforts
Launch tracking
FROM DAY 331 TO 460 1200 K€
iNews – The New(s) Revolution
Thank you for attention.
Give us your questions please!