Work Report - emin sinani

Transcription

Assignment Product Platforms & Roadmapping
13-10-2009
Assignments week 1, 2, 3, 4, 5
Groupmembers:
Emin Sinani
Bernadette Bijkerk
Josje Wijnen
Rens van Deurssen
(We didn’t subscribe whether someone did certain assignments in this document because we often made
something individual and then we discussed and remade it together.)
Block 1 Assignment A, Walkman
1. How many versions Sony brought out of the walkman
Sony brought out 18 versions of the walkman in total. It started at the 1st of July 1979. In every
stage of the walkman there were different versions, I will only show the first one.
1. Cassette-based walkman
Name first one: Sony Walkman SRF 35-W
Characteristics: first personal stereo, portable music device, you need cassettes to play music.
No recording possible.
Year: 1979
2. New Cassette Walkman
Name: WM-1
Characteristics: Much lighter than the previous one, he supported metal tape and featured antirolling mechanism. More attention to design and sound quality.
Year: 1981
3. New Cassette Walkman 2
Name: WM-20
Characteristics: this model featured one AA battery, a pinch roller and the cassette was placed
horizontally for the first time, size is approximately the size of a cassette,
Year: 1983
4. CD Walkman/Discman
Name: Sony discman D-50
Characteristics: portable music device, It plays CDs.
Year: 1984
5. Walkman
Name: WM-101
Characteristics: first walkman to add a rechargeable battery in it. This one reduced battery costs
and had a weight of 200g.
Year: 1985
6. Video Walkman
Name: Sony GV-8 Video Walkman
Characteristics: portable music device, It played Video 8 format tape cassettes.
Year: 1989
7. DAT Walkman
Name: TCD-D3
Characteristics: used DAT-cassettes & lightweight
Year: 1990
8. Scoopman
Name: NT-1
Characteristics: featured digital micro-recorder using ultracompact tapes.
Year: 1992
Name: MZ-1
Characteristics: First mini-disc recorder. Functions: recording, playback, numeric keypad, antiskip technology.
Year: 1992
9. MD walkman 2
Name: MZ-E50
Characteristics: smallest and lightest walkman.
Year: 1996
10. CD walkman
Name: D-E01
Characteristics: featured a skip-free playback mechanism.
Year: 1999
Name: NW-MS7
Characteristics: a memory stick walkman.
Year: 1999
11. MiniDisc Walkman
Name: Sony Minidisc MZ-N1
Characteristics: This walkman plays Minidiscs: miniaturized CDs. Featured high-speed transfer
music data from PC to Walkman.
Year: 2001
12. Walkman
Name: NW-MS70D
Characteristics: featured Duo memory stick, 256MB flash.
Year: 2003
13. Network Walkman
Name: Sony Walkman NW-HD1
Characteristics: featured 30 hours of playing music. He incorporates the G-Sensor and had an
anti-shock damper.
Year: 2004
Name: Sony MZ-NH1
Characteristics: high density recording. Featured extended sound recording and playback.
Year: 2004
14. Walkman Aseries
Name: NW-A3000
Characteristics: Adapts to individual wishes of user. This is the first Sony walkman which
supported MP3 files.
Year: 2005
15. DAB Walkman
Name: Sony Walkman XDR-M1
Characteristics: he could receive Digital Audio Broadcast
Year: 2005
16. ATRAC HDD Walkman
Name: Sony Walkman NW-HD3
Characteristics: This is a hard disk based walkman.
Year: 2006
17. Walkman Video MP3 player
Name: Sony NW-A800
Characteristics: MP3 player combined with video.
Year: 2008
18. Walkman Phones (Sony Ericsson)
Name: Sony Ericsson W900i
Characteristics: MP3 integrated in mobile phones under the brand name Sony Ericsson
Year: 2008
Source:
http://en.wikipedia.org/wiki/Walkman
http://www.sony.net/SonyInfo/CorporateInfo/History/sonyhistory-e.html
http://www.walkmancentral.com/list/walkman
2.
How many competitors & market share Sony had?
1970-1990
During 1970-1974 Sony began to lose significant market share. Companies like Toshiba and JVC
improved the technologies of Sony.
Sony got some real competitors in the early ‘80s. Companies like Sears, JC Penny and Radio
Shack produced stereos. Also another audio company came up with a personal stereo which
even featured television audio reception. Sony improved sound quality and reduced the size of
the headphones. The WM-2 model was really successful which helped Sony in their market
share.
Up from 1983 the walkman became a hype and the purchase increased. The market share was
good this time. From 1985 Sony had a cooperation with Panasonic which included many
improvements; sound quality and thinnest version of Walkman.
1990-2004
Untill 1992 Sony increased 38,5% of the US market share. Colombia Pictures had 20% of the US
at that moment. Together they had the majority of the market. Later it became Sony Pictures
Entertainment.
Sony introduced the MiniDisc in 1993. The audio compression MP3 was more widely used. But
Sony had his own compression under the ATRAC brand. It was hard to promote his own
compression and software. Even in 2004 Sony brought a Network Walkman on the market
which didn’t support MP3. This was a really mistake. Soon from 1999 other brands like iPod
(Apple) had the market share with MP3 players.
After losing a big market Sony tried to make a new Walkman start by launching new mobile
phones with MP3 function (brand Sony Ericsson).
Sources:
http://www.buzzle.com/articles/timeline-and-history-of-the-walkman.html
www.Wikipedia.org
http://www.volkskrant.nl/archief_gratis/article818381.ece/Mister_Walkman_werd_symbool_J
apans_wonder
www.answers.com
3.
Development over time
1. Sony Walkman TPS-L2 - 1979
Price/unit: 33,000 yen 1A
Size: 135 x 90 x 30 mm 1B
Weight: 400g 1B (ex batt & tape)
Play time: ?
Media carrier/format: Compact Cassette 1B
Power: 2 x AA1B
1A. http://technabob.com/blog/2007/02/08/a-brief-history-of-portable-media-players/
1B. http://www.dustygizmos.com/photos3.htm
2. Sony discman D-50 -1984
Size: ? approximately the size of four CD cases 2B
Weight: 590g 2B
Play time: ?
Media carrier/format: CD
Power: BP-4 rechargeable battery 2C
2A. http://en.wikipedia.org/wiki/Discman
2B. http://www.sony.net/SonyInfo/CorporateInfo/History/sonyhistory-e.html
2C. http://www.hometoys.com/htinews/dec06/articles/russo/classic07.htm
3. Sony GV-8 Video Walkman - 1989
Price/unit: ￥118,200 (approximately US$820 using the historical exchange rate). 3A
Size: 127 x 203 x 63.5 mm 3B
Weight: 1134g 3B
Play time: 45 - 60 min3B
Media carrier/format: Video 8 format tape cassettes
3A. http://www.boco.com.tw/en/News/B20070704000012.aspx
3B. http://en.wikipedia.org/wiki/Walkman
4. Sony Minidisc MZ-N10 - 1993-2002
Size: 83.8×18.9×74.3mm 4A (width × interior taking × height).
Weight: 84g (battery included) 4A
Play time: 24 hours 4B
Media carrier/format: ATRAC DSP TYPE S codec 4B, Minidisc (MD)
Power: built-in lithium-ion battery 4B
4A. http://www.minidisc.org/translations/AVwatch_MZ-N10.htm
4B. http://en.wikipedia.org/wiki/Walkman
5. Sony Walkman NW-MS70D - 1999
Price/unit: approximately 45,000 yen 5E
Size: 36.4 x 48.5 x 18 mm 5D
Weight: 54g 5A
Play time: approximately 28 hours of playback in standard mode 5C
Media carrier/format: Plays MP3, WMA, WAV, ATRAC3, and ATRAC3plus media formats 5A
Memory: 256 MB flash memory(11 CDs) 5B
5A. http://www.amazon.com/Sony-NWMS70D-NW-MS70D-Network-Walkman/dp/techdata/B00008W7LR/ref=de_a_smtd
5B. http://www.sony.net/SonyInfo/CorporateInfo/History/sonyhistory-e.html
5C. http://business.rediff.com/slide-show/2009/jul/01/slide-show-1-sony-walkman-is-30.htm
5D. http://www.sony.net/Products/SC-HP/cx_news/vol33/pdf/sideview.pdf
5E. http://www.japaninc.com/gw116
6. Sony Walkman NW-HD3 - 2005-2006
Price/unit: About 42,000 yen 6B
Size: 90 x 15 x 62 mm 6C
Weight: 130g 6C
Play time: 30 hour battery life 6A
Media carrier/format: plays back both ATRAC3plus and MP3 files
Power: Charge by USB 6B Built-in lithium battery- rechargeable 6C
Memory: 20GB HDD = 13,000 tracks (900CDs) 6A
6A
WAV, WMA 6C
6A. http://www.dexigner.com/design_news/469.html
6B. http://www.techjapan.com/Article725.html
6C. http://www.amazon.co.uk/Sony-Network-Walkman-NW-HD3-Digital/dp/B00076SHVQ
7. Sony NW-A1000 6GB MP3 Player - 2007
Price/unit: 22,800 yen 7C
Size: 55 x 18.7 x 88.1 mm 7B
Weight: 109g7A
Play time: 20 hours 7B
Media carrier/format: ATRAC3plus, MP3, ATRAC3 7A
Power: battery rechargeable via AC adaptor and USB connection 7B
Memory: 6GB 7A
7A. http://www.amazon.co.uk/Sony-Walkman-NW-A1000-Digitaldisplay/dp/B000BKVJPE/ref=sr_1_104?ie=UTF8&s=electronics&qid=1252998333&sr=1-104
7B. http://www.amazon.co.uk/Sony-NWA1000V-GB-HDDWalkman/dp/B000BBQQR4/ref=sr_1_126?ie=UTF8&s=electronics&qid=1252998492&sr=1-126
7C. http://pgb2000.tripod.com/nwa1000.htm
8. Sony NW-A800 -2008
Price/unit: 33,000 yen (8GB) 8C
Size: 44 x 9 x 88 mm 8B
Weight: 53g 8B
Play time: 30 hours music or 8 hours video 8A
Media carrier/format: ATRAC files 8A Windows Media Audio, MP3 and WAV files to ATRAC 8B
MPEG4 H.264/AVC encoded files (video) 8B
Memory: 2-4-8 GB 8A
8A. http://www.slipperybrick.com/2007/03/sony-launches-video-walkman/
8B. http://www.boco.com.tw/en/News/B20070704000012.aspx
8C. http://dri2.ops.net/portelligent/techalert/20071Q/CA070313.aspx
9. Sony Ericsson W900i - 2008
Price/unit: ?
Size: 109×24×49 mm 9B
Weight: 148 g 9B
Play time: 30 hours9B
Media carrier/format: MP3, AAC or AAC+, MIDI, WAV and XMF Apple QuickTime Player (videos)
9A
MPEG4 (videos) 9B
9A. http://www.ameinfo.com/76151.html
9B. http://en.wikipedia.org/wiki/Sony_Ericsson_W900i
Figure 1 (Source: http://www.sony.net/SonyInfo/News/Press_Archive/199907/99-059/)
Block 1 Assignment B, Walkman
1. Listing of Functions (most important)
1979
-
Fitment of a stereo tape head
Removal of recording button and speaker
Hotline function: mute to talk
Double volume control: 2 controllers controlled both channels
Multiple headphones
1981
-
All keys released when lid opened
Hotline on headphone
Simple stereo volume control: 1 controller controlled both channels
Attention to Design / Color / Styling
Plastic Belt Holder
1982
- Record
1983
1984
-
Pressed Metal Case
Smaller
Logic buttons
Remote
Auto-reverse
Dolby B noise reduction
Led for tape direction and battery indicator
Hold Functions
Play all kinds of cassettes
Splash proof
1986
- AM/FM Tuner
- A five band graphic equalizer
1987
- Solar charging
- Rechargeable batteries
1988
- (Solar) Alarm Clock
- Radio Presets
- Mega Bass: Bass Control
1990
- My First Sony: child version
- Loudspeaker
- Volume limiter
1995
- AMS: Automatic music search
- Logic controlled
1996
- Very long battery life
2. Development of Selling points over time & Listing of Functions (advanced)
TPS-L2 (1979)
Function / property
Personal Stereo Cassette
player:
- Fitment of a stereo
tape head
- Removal of recording
button and speaker
Hotline function
Qualifier / Winner /
Diversifier
Winner
Qualifier / Winner
Description
The TPS-L2 was the first
commercially available
personal stereo cassette
player. For the next 20 years,
such machines became the
essential accessory for
serious and casual listeners
alike, and changed the way
that music was listened to
and enjoyed.
Turned volume down, so you
could talk to people other
people without pausing.
Note: It was the first
Walkman, so it can’t be
compared.
WM-2 (1981)
Function / property
Smaller
Diversifier
Qualifier / Winner
Control keys in the front
Qualifier / Diversifier
All keys released when lid
was opened
Hotline moved to the
headphone
Stereo volume control
Qualifier
Qualifier
Qualifier
Design / Attention to detail + Winner
(battery in the cassette
compartment didn’t spoil
the outer design)
Plastic holder with a belt clip Winner
Description
Smaller, but not so much
smaller than the previous
one.
It made the device even
smaller, but was not seen as
immediately better.
Not an option which you see
as winner for the user.
Not such an interesting
change.
No more channels, easier for
some people.
It did not look like a tape
recorder anymore; it has its
unique look.
WM-1 (1981)
Function / property
Simpler
WM-3 (1981)
Function / property
The talk-line button, now
silver and matching the tape
transport keys in finish,
latched down.
Chrome buttons, chrome
labels, case restyled to make
cassette more visible.
WM-F2 (1982)
Function / property
Record, either from the
radio or from an external
microphone, turntable or
another Walkman.
LED indicator
Volume control had become
a thumbwheel, like the
tuning control, along the top
of the machine
Diversifier
Diversifier
Description
Diversifier
Diversifier / Qualifier
Description
It made it cheaper. But some
people could have wanted
more advanced functions.
No immediate interruption,
but it can be discussed.
Diversifier
Equal performance
Diversifier
Qualifier
Description
Diversifier
To show when an FM stereo
broadcast was being
received, along with one to
show that the battery was in
usable condition
Diversifier
Performance
WM-R2 (1982)
Function / property
Stereo recording capability
had been added.
Multi-directional stereo
microphone unit
Diversifier
Qualifier
Description
Diversifier
Styled to look like a
separable high-quality
microphone unit, but it was
actually an integral part of
the machine
Giving superior results to the
simpler DC systems that
were in use by some
manufacturers at the time
Saved time and power
AC bias was employed, to
save space and power
Qualifier
Permanent magnet to erase
the tape during recording.
WM-4 (1983)
Function / property
Diversifier
Smaller
WM-5 (1983)
Function / property
Outer casework was made
from pressed metal rather
than moulded plastic
WM-7 (1983)
Function / property
Electronic “logic” tape
transport keys
Remote control
3 motors
Auto-reverse
Dolby B noise reduction
Hold function
Led for tape direction and
battery indicator
Performance
Diversifier
Qualifier
Description
Diversifier
Diversifier
Description
Not so much smaller
Equal performance
Diversifier
Diversifier
Description
Diversifier
Diversifier
Qualifier
Qualifier
Winner
Qualifier
Selective motivation to buy
Equal performance
Usability
Performance
Usability
Usability
Equal performance
WM-F5 (1984)
Function / property
Splash proof
Rugged and impact-resistant
plastic
In-ear phones
WM-F10 (1983)
Function / property
“Varicap” tuning
Dolby switch was given an
extra function as a control
for the sensitivity of the
radio (local/DX)
WM-F20 (1984)
Function / property
Mono and stereo reception
instead of local/DX
sensitivity when the radio
was in use
WM-10/WM-20 (1984)
Function / property
Smallest
Only power when
headphones are connected
Diversifier
Diversifier
Diversifier
Description
Diversifier
Selective motivation to buy
Diversifier
Diversifier
Description
Qualifier
Diversifier
Qualifier
Diversifier
Diversifier
Qualifier
First sports walkman
Special diode performed the
tuning function when a
suitable voltage was applied
to it
Performance
Description
Performance
Description
Equal performance, selective
motivation to buy
Saved battery power
WM-6 (1984)
Function / property
Outer casework was made
from pressed metal rather
than moulded plastic .
WM-22 (1984)
Function / property
Relatively cheap + High
sound quality
WM-DD (1984)
Function / property
Increase in speed stability
WM-DD2 (1984)
Function / property
Dolby B NR
WM-F65 (1985)
Function / property
Digital preset tuning
Display could also show a
clock and an alarm could be
set.
Capable of keeping the
computer memory intact for
about 10 minutes, plenty of
time to fit new batteries.
Diversifier
Diversifier
Description
Diversifier
Winner
Description
Diversifier
Qualifier/Winner
Diversifier
Qualifier
Diversifier
Qualifier
Diversifier
Qualifier
Equal performance
Budget version with good
sound.
Description
For the serious listeners
essential.
Description
Performance
Description
Ten stations to be stored
from either the AM or the
FM bands
“Double wet layer” capacitor
behaved like a small
rechargeable battery which
drew power from the main
batteries when they were in
good condition.
WM-W800 (1985)
Function / property
Twin tape decks
WM-F73 (1986)
Function / property
Radio offered an extra “TV”
band. This covered VHF
channels only.
WM-75 (1986)
Function / property
Splash resistant
WM-34 (1986)
Function / property
Dolby B NR
WM-35 (1986)
Function / property
It could float (sport)
WM-55 (1986)
Function / property
Vivid pink
A radio unit in the shape of a
cassette was included, to
play AM / FM.
Diversifier
Qualifier
Description
Diversifier
Diversifier
Description
Diversifier
Diversifier
Description
Diversifier
Qualifier
Ability to copy a cassette
without the use of external
equipment
Not very interesting. Same
performance.
Description
Performance
Diversifier
Diversifier
Description
Diversifier
Diversifier
Qualifier
Description
Equal performance
Just another color
A serious extra
WM-60 (1986)
Function / property
A five band graphic equaliser
Dual headphone sockets
Diversifier
Diversifier
Diversifier
WM-DD100 "Boodo Khan" (1987)
Function / property
Diversifier
Switchable loudness circuit
Qualifier
Oversize headphones
WM-36 (1987)
Function / property
Appearance of an upmarket
model.
A five band graphic equaliser
Dolby B NR
WM-38 (1987)
Function / property
Qualifier
Description
Equal performance
Not been seen in a while
Description
Boosted the extremes of the
audio frequency range to
give a more lifelike sound at
low listening levels
Full toned, and most
importantly, loud
Diversifier
Diversifier
Equal performance
Diversifier
Qualifier
Equal performance
Performance
Diversifier
Diversifier
Description
This “designer styled” model
looked sleek and modern
with its smooth edges, pastel
colours and flowing curves.
Each colour of Walkman was Diversifier
matched with a specially coordinated pair of
headphones.
Description
Equal performance
Equal performance
WM-51 (1987)
Function / property
The headphones were
permanently attached and
could be rewound and
stored in the machine using
a large winding wheel at the
rear.
Auto reverse
Rechargeable battery
WM-102 (1987)
Function / property
The styling of this walkman
was geared to make the
machine as small as was
possible, so thin pressed
metal was used extensively.
A fashionable appearance
was created by the use of
bright details in blue and
polished chrome.
WM-F107 (1987)
Function / property
Solar powered rechargable
battery
WM-B52 (1988)
Function / property
Built-in solar alarm clock
Diversifier
Diversifier
Description
Qualifier
Qualifier
Performance
Usability
Diversifier
Diversifier
Description
Diversifier
Winner
Description
Diversifier
Qualifier
Description
Not such an serious option
to make it a qualifier.
Design change, with same
functionality.
The battery could be
recharged by the sun
A new option, but not easy
to use. Also the alarm was
not too loud and the battery
could only be replaced by
Sony.
WM-F64 (1988)
Function / property
It offered three pre-set
stations on the FM band,
controlled by mechanical
sliders
WM-B39 (1988)
Function / property
Mega bass loudness system,
with bass and treble
controls.
WM-BF22 (1988)
Function / property
AM/FM sterio radio
WM-BF28 (1988)
Function / property
Rechargeable battery, which
could be brought apart and
used in another model.
(+charger)
WM-BF67 (1988)
Function / property
A mechanical indicator to
show which direction the
tape would record.
Diversifier
Qualifier
Description
Diversifier
Qualifier
Description
Diversifier
Qualifier
Description
Diversifier
Qualifier
Diversifier
Qualifier
Record Slide Button
Qualifier
Interference Suppressor
Switch, avoiding recording
whistles and noises
Qualifier
System was mechanical in
nature, the settings were
retained even without
battery power.
Could be seen as an essential
option for some people.
But it was done by the
competition already.
Description
Maybe cheaper at the end at
the end, but not a major
selling point.
Description
Usability, but not such an
breakthrough addition.
But not enough usability
improvement.
WM-503 (1989)
Function / property
“Mega bass” loudness
system with 3 options (
norm/mid/max)
WM-F605 (1989)
Function / property
Up to seven stations could
be stored
A CR2016 coin cell, capable
of powering the memory for
months
WM-3000 (1990)
Function / property
Child Version (My First
Sony):
- Bright Colors
- Smooth Edges
- Battery could not be
detached (Safety)
Volume Limiter
WM-3060 (1990)
Function / property
Loudspeaker with bright
sound
Diversifier
Qualifier
Description
Diversifier
Qualifier
Description
Diversifier
The machine could even be
stored with the main battery
removed without losing any
settings.
Diversifier
Qualifier
Description
A new option
Sony was not the first one
with a child version of the
cassette player, but this
model was far more
advanced than competitor’s.
Winner
Saver for the ears.
Diversifier
Qualifier
Description
An option which was
removed to create the
walkman at first.
Competition also had these
ones.
WM-EX618 (1995)
Function / property
Logic controlled
Diversifier
Qualifier
AMS (automatic music
search)
Qualifier
Volume limiter
Diversifier
WM-EX5 (1996)
Function / property
Diversifier
Diversifier
The cassette door opened
along its “short” side and the
cassette was posted in
lengthways
Remote control
Diversifier
25 times the playback speed Qualifier
under servo control
Belt tension automatically
Qualifier
adjusted
WM-EX652 (1997)
Function / property
Unusually long battery life of
38 hours.
Diversifier
Qualifier
Description
Functions could be
sequenced automatically by
electronics rather than
manually by the use
Skip forwards or backwards
one track at a time
“repeat” mode
“blank skip” mode
Description
Different than normal
Now it got 62 hour battery
life
Description
Belt tension depending on
the torque requirement.
3. Concept Description
Personal Audio
A portable device to listen to quality sound/music, especially for when not at home.
Walkman
A portable cassette device to listen to your favorite quality sound/music, when going walking or
cycling.
4. End User Desire
Recording your favorite audio on a cassette to play on the place you wanted in high quality.
Other people would not have to know which music you liked or was listening to.
Listening with 2 people together to each other’s favorite music.
Listening for a relatively long time.
References
http://www.walkmancentral.com/
http://www.nostatech.nl/Sony/sony020.html
http://www.pocketcalculatorshow.com/walkman/walkman-db.html
http://www.stefanundeva.de/links/sony/
http://www.sony.net/Fun/design/history/index.html
Block 2 End user / Channel / Competitor Know How
Value Ladders
The colors in the figures at the next page indicate the similarities between the different
walkmans in 1981 and 1987.
We made value ladders for two moments in time
We chose the times 1981 and 1987. We investigated the four best sold brands of both years
and derived the emotional benefits for a product of each brand. This results in a pair of four
products in 1981 and another pair of four in 1987 to compare.
For 1981 in order of best sold we have: Sony, Panasonic, Aiwa and Sanyo, from which we
investigated the Sony WM-2, the Panasonic RQ J20x, the Aiwa SC-J1, Sanyo M5550. For 1987:
Sony, Panasonic, Aiwa and Toshiba, for which we made value ladders from the Sony WM-DD3,
the Panasonic RX-SA87, the Aiwa HSJ-350, and the Toshiba KT-4087.
Do emotional benefits change over time?
When looking at the different value ladders of the different years the bigger lines are the same.
The same emotional benefits of 1981 are found in 1987 and vice versa. However, when taking a
closer look one can see that in 1981 the walkmans have more specific focuses (e.g. one on
primarily sound quality, the other mainly focused on the outer appearance), whereas in 1987
the walkmans include a broader variety of functions, resulting in more emotional benefits
within one product.
Do different brands address same values?
Not for 1981, different brands all have a different focus, therefore together cover all emotional
benefits necessary for the different target groups. Yes for 1987, the different brands address
the same values since the walkmans include a broader variety of functions. Some brands use
different functions, resulting in same values (e.g. Auto shutoff or Auto-reverse both have
Usability as a value).
Identify the market driver for different periods
For 1981 we think that the compactness or decrease in size of the walkman is the main market
driver. Remarkable is that in 1987 the walkmans of the different brands all focus on battery life,
a focus which cannot be found in 1981. However, we think that the main market driver for 1987
is making things automatic (e.g. auto-reverse), “less worries” is a reoccurring term within
emotional benefits of different brands.
 Cassette Walkman 1981
Dual headphone jack
mix
Multiple user
possibility
I share
Voice over
music
I socialize
Sociability
All metal
chassis
Pitch control
Tone
switch
Talkline mute
Values
Values
Emotional
Emotional
Benefits
Benefits
Functional
Functional
Benefits
Benefits
Functions
Functions
Sanyo M5550
Less effort
I express myself
Identity
AMSS
Adjustable
tone
Quick music
search
I have less
worries
Financial Benefit
Usability
Small
Last longer
Portability
I’m mobile
Mobility
Reliability
Functions
Functions
Record
FM tuner
Wireless audio
headphones
Functional
Functional
Benefits
Benefits
Save audio
Diversity
Mobility
Emotional
Emotional
Benefits
Benefits
I express myself
I feel free
I have less
worries
Values
Values
Aiwa CS-J1
Identity
Choice
Freedom of
movement
Usability
Reliability
Coloured
versions
Light
Small
Robust
Light weight
Compact
Last
longer
Functional
Functional
Benefits
Benefits
Aestetical
Stylized
Emotional
Emotional
Benefits
Benefits
Streamlined
I have style
I’m mobile
Values
Values
Functions
Functions
Sony WM-2
Status
Mobility
Functional
Functional
Benefits
Benefits
Noise reduction
Sound quality
Emotional
Emotional
Benefits
Benefits
Good sound quality
I enjoy /
I’m satisfied
Values
Values
Functions
Functions
Panasonis RQ J20X
Quality
High volume
Sound volume
I have less
worries
Financial
benefit
Usability
 Cassette walkman 1987
DD capstan servo
Quartz locked motor
Emotional
Emotional
Benefits
Benefits
Sound quality
I enjoy /
I am satisfied
Quality
Compatible
Compact Chassis
Lasts longer
I feel free
Choice
Auto shut-off
Pressed Metal
All tapes
Dolby B NR
Values
Values
Functional
Functional
Benefits
Benefits
Functions
Functions
SONY WM-DD3
Portable
I am mobile
Mobility
Battery Life
Automatic
I have less wories
Usability
Reliability
Financial benefit
Functions
Functions
Microphone
Functional
Functional
Benefits
Benefits
Save audio
Emotional
Emotional
Benefits
Benefits
I keep good memories
Values
Values
Aiwa HSJ-350
Nostalgy
Direct Recording
Automatic
I express myself
Identity
Auto-Reverse
Less effort
I have fun
Creativity
Auto shut-off
Battery Life
I have less worries
Usability
Financial benefit
Functions
Functions
Dolby NR
Auto-reverse
Functional
Functional
Benefits
Benefits
Sound quality
Automatic
Emotional
Emotional
Benefits
Benefits
I enjoy /
I am satisfied
I have less wories
Values
Values
Panasonic RX-SA87
Quality
Entertainment
Equalizer
Less effort
1 FM Preset
Visual Info
I am cool
Usability
Status
HF FM/AM tuner
Auto-Reverse
Automatic
Emotional
Emotional
Benefits
Benefits
Diversity
I feel free
I express myself
Values
Values
Functional
Functional
Benefits
Benefits
Functions
Functions
Toshiba KT-4087
Choice
Identity
Auto shut-off
Less effort
Feather touch buttons
Battery Life
I have less worries
Usability
Financial benefit
In the next figure you see a house of quality of the Sony WM-DD3 of 1987. This walkman has
many positive points. After this house of Q you see another house of quality of the walkman of
1981.
Block 3 Technology assessment
This week we had to find the modules of an old nostalgic radio. Next you see our technology
tree:
This week we had to find the modules of an old nostalgic radio.
Next you see our technology tree of the Philips d8060:
This radio had no room for extra functions; no modules could be taken out without decrease in
functions. E.g. there was one fully printed circuit board on which several functions were put
together. This product leaves little space for improvement, so it is probably a product at its top.
It is is developed completely and is at the end of a product line.
The LED light
The advantages of LED light
Advantages
Efficiency
Color
Size
On/Off time
Cycling
Dimming
Cool light
Slow failure
Lifetime
Shock resistance
Focus
Toxicity
Disadvantages
High initial price
Temperature dependence
Voltage sensitivity
Light quality
Area light source
Blue Hazard
Blue pollution
RGB LED’s do contain all primary color wavelengths 1
Normal “white” LEDs are cheaper than RGB LEDs, but especially emit blue color wavelengths.
This could causes blue pollution. When this ‘white’ light is reflected by an object the color of
the object is more blue than in normal sun light.
The newest LED light for illumination is a 40-watt light bulb 2. A 40-watt bulb isn’t enough for
lighting a room though. 60, 70 or 100 watt is normal in a room, but the development isn’t that
far yet.
1
http://en.wikipedia.org/wiki/Light-emitting_diode
2
http://bits.blogs.nytimes.com/2009/05/06/coming-soon-a-40-watt-led-light-bulb
INDUSTRY DYNAMICS AND LED APPLICATIONS
The development of power LEDs is very important for the use of LEDs for illumination 3.
Just like Moore’s law also the development of LED technology has a law, the Haitz’s law, that
predicts the lumen output development 4.
Haitz’s law
3
http://www.osram.com/osram_com/Professionals/Opto_Semiconductors_&_LED/Everything_about_L
ED85033/History_of_LED/index.html
http://www.fotonicaevenement.nl/fileadmin/user_upload/downloads/presentaties/presentaties2009/Egbert_Lend
erink.pdf
4
First the LED’s weren’t bright enough to provide light for anything other than them. They could
be used only for displays. More colors came and the light became brighter, making it useful for
signaling. Only with the power LED the light could be used as functional and decorative lighting.
Market sizes of all LED’s
Just like Moore’s law also the development of LED technology has a law, the Haitz’s law, that
predicts the lumen output development 5.
Future
http://www.fotonicaevenement.nl/fileadmin/user_upload/downloads/presentaties/presentaties2009/Egbert_Lend
erink.pdf
5
Future of LED 6
LED Bulbs Could Light Homes In Less Than Three Years 7
Development in the coming 2 years from now:
The overall development of the LED technology will increase. When I think about how the LED
will be applied in the future I think LED will replace all normal light bulbs.
Technology
The light output will increase; the LED will increase its light intensity. OLEDs will come up and
develop in TV’s. Maybe they can be used in other applications in the future.
Furthermore high power LEDs will be used for house holding purposes for example. LEDs
become brighter and use less power. The new technology of making gaps in the LEDs will also
increase. Nowadays this technology production is too expensive. But finally the LEDs will give
more light.
6
7
http://www.necel.com/leddriver/en/index.html
http://www.metaefficient.com/leds/led-bulbs-could-light-homes-in-less-than-threeyears.html
Production
The production of the LEDs will only increase in de coming 2 years. More factories which make
these lights will develop. Finally the production becomes cheaper by mass production. Maybe
that’s even in 5 years.
Applications
In the coming 2 years there will be several developments in applications.
In this figure you see that more signs and displays applications will develop like video displays
for example:
But also portable devices will include the LED technology. In my opinion the automotive
industry will grow more and more after 2012.
In general the following areas will have more LEDs applications: Outdoor, area lighting, portable
and indoor.
Other examples of new or updated applications of LEDs are:
-
LEDs in freezer (don’t become warm or hot)
Shoplighting
Restaurant, companies, bars (more decorative lighting)
In car applications
Whole householding appliances
Mobile phones (longer standby times for example)
TV (more OLED TV’s will be produced and reduce their prices)
Block 4 Product spec / Modularity
We have chosen a previous project of one of our team members:
The Connected Sketchbook
Concept description
A sketchbook with integrated storage and a program (virtual version of the book) which when
connected to the computer allows the user to connect digital files to physical pages (through
page recognition).
Product Specification
1. System behaviour
Desired:
• Storage
• Responsive Browsing
• Automatic Synchronisation
Unavoidable:
• Wear & Tear
• Tag Collision
• Weight
• Heat
2. Needed supplies & means
• PC (with minimum system requirements)
• USB port
3. External conditions & regulations
• Humidity
• Distortion by magnetic field
• Distortion by metal
• Shocks/vibration
• Weight (on the product)
Value Ladder
Page recognition
Automatic
Won’t break
down/little
tearwear
Store data
Use on all
computers
Pages
Add digital files
to your notes
Emotional
Emotional
Benefits
Benefits
Easy
navigation
Hard Cover
I’m in control
I have less
worries
I’m mobile
Values
Values
Functional
Functional
Benefits
Benefits
Functions
Functions
Connected Sketchbook
Usability
Durability
Mobility
Files together
with notes
I work efficiently
Drawing
I am Creative
Identity
Proposal for modularity
Cover
The cover is a separate module which will be used as cover. This will be used a module which
can be used for another version if needed. It includes connectors for the pages.
Case
The case should be a module, with the fittings for the other modules, so it can be replaced or
reused as a part in a new model.
Bundles of pages with tags
Because there probably will be models which will have less/more pages. The pages should be in
a bundle of the amount which the thinnest book will have.
Power / Signal transformer (Hard Disk) +Power / Signal transformer (RFID)
These modules will control translate the RFID data/ power, and Hard Disk data/power. They will
be separate so if you only change one module (for example the hard disk), you only need to
change one transformer.
RFID reader
There are different RFID readers available with different ranges and different amount of tags
which it can read at once. Therefore the RFID should be a part which can be replaced or reused
in another model.
Hard Disk The hard disk should be a separate module, so it can be used in next models or be
easily be replicable for more/less storage. It should be replaceable with a Flash Drive.
USB connector
Since USB is developing, it is good to leave the USB connector as a separate module, so it can
be replaced with a more advanced one in next versions.
Software + User interface
The software should be created in such a manner that it will read out the amount of pages, so it
can be used in different models. The software structure could be build out different classes so it
will be easily adaptable for new versions with different functions.
By creating some kind of library for the buttons and graphics used in the interface, it will be
possible to reuse these in a new design for a new version or update.
Sketchbook Black-box model
Control
- Browsing pages
- Sending
- Retrieving
- Interface
Input
Norms
- Processing speed
- Hard Disk speed
- Interface usability
Output
Desired
Desired
- Power
- Data
- User
- RFID tags
- Storage
- Connectivity with computer
- Responsive Browsing
- Hard Disk
- Software
- RFID Reader
- Signal Transformer
- USB
Unavoidable
- Automatic Synchronisation
Unavoidable
- Shock / Movement
- Pressure
- Temperature
- Magnetic Field
- Humidity
- Heat
- Weight
- Tag Collision
- Wear & Tear
- Noise
Means
Supplies
- USB Connection
- Power
- Data Transfer
Architecture
Signal Transformer (Internal Bus)
Storage
RFID
Reader
Application
Software
Pages + Tags
External
Communication
&
Power
User I/O
Housing
Block 5 Roadmaps & Platforms
This assignment is about making the whole roadmap for our own product: The Sketchbook. We
first made the concept clear, then we adapted our value ladders,
Concept Connected Sketchbook:
Imagine a hard disk which looks like a sketchbook. You connect it to the computer, but instead
of using explorer to browse your files, it uses a program showing a virtual book. Instead of using
folders, files can be stored on the virtual pages. One can now browse through files by flipping
the pages of the harddisk, the virtual pages will flip along.
-
-
A Sketchbook with a storage space, a new way of browsing your digital files (TV slogan).
Old Value ladder:
Page recognition
Automatic
Won’t break
down/little
tearwear
Store data
Use on all
computers
Pages
Add digital files
to your notes
Emotional
Emotional
Benefits
Benefits
Easy
navigation
Hard Cover
I’m in control
I have less
worries
I’m mobile
Values
Values
Functional
Functional
Benefits
Benefits
Functions
Functions
Usability
Durability
Mobility
Files together
with notes
I work efficiently
Drawing
I am Creative
Identity
New Value Ladders:
Values
Values
Emotional
Emotional
Benefits
Benefits
Functional
Functional
Benefits
Benefits
Functions
Functions
Usb plug
Storage space
Connect to
computer
Store data on
portable device
SW - VirtiBook
Access
files
I’m mobile
I’m in control
Mobility
Usability
Use on all
computers
Files together
with notes
I work efficiently
Page recognition
Pages of
Sketchbook
Haptic
navigation
Record things
done, seen and
imagined
I am Creative
Identity
Values
Values
Emotional
Emotional
Benefits
Benefits
Functional
Functional
Benefits
Benefits
Functions
Functions
Hard disk
Usb plug
Connect to
computer
Storage space
Store data on
portable device
SW –
Connection to
Explorer
Access
files
I’m mobile
I’m in control
Mobility
Usability
Use on all
computers
When comparing the Connected Sketchbook to a regular Hard Disk (see graphs above) a big
part of the functions overlap. However, the concept has a clear added value from 1) The
sketchbook, 2) The way of browsing files. The graphs above show how the unique functions of
the concept add to the values Mobility and Usability.
Recommended market for product introduction
Market of the harddisk: storage spaces.
Functions: Functional Benefits - Connected Sketchbook
-
(Flash drive) Storage space: Store data (files)
USB plug: connect to computer, to access files
(SW) VirtiBook: open, move(store) files
-
(RFID) Page recognition: Haptic Navigation
Pages: Haptic Navigation, record things done, seen or imagined.
Functions: Functional Benefits - Harddisk
-
(Harddisk) Storage space: Store data (files)
USB plug: connect to computer, to access files
(SW) (Communicates with) Explorer: open, move (store) files
-
Harddisk casing - no use
Future version:
>>Technical Improvement of separate modules
1. Replace harddisk by flashdrive
• Decreases weight and “mobility limitations”
• Increases memory space
• Decreases size needed for hardware (makes design more compact)
• “that can withstand more abuse than a hard drive”
2. “Better” RFID reader
• Increases reading speed = smoother page recognition
• Decreases weight
3. Go from USB 2.0 to USB 3.0 (SuperSpeed usb)
• De nieuwe aansluiting is tot wel tien keer sneller.
• De gebruikte computer moet uiteraard ook over usb 3.0-aansluitingen moet beschikken, om
van de hogere doorvoersnelheden te kunnen profiteren. Daarom levert Buffalo een speciale
usb 3.0-controller mee, die kan worden ingebouwd in pc’s.
http://www.nu.nl/plugged/2097740/buffalo-levert-eerste-harddisks-met-usb30.html
4. GUI
• Allow personalisation of the view-mode (to enable prof. presentations)
Product family
Future Improvements of the Sketchbook/Croquis
Flash drive instead of hard disk
- Portable
- Noise reduction
Different sizes and colors
- Broadening the market
Thinner version in combination with flash drive
- Broadening the market
Faster USB connection (3.0)
- Faster file transfer
Improving Software
- Conference mode to exchange each other’s files
- Presentation mode
COMPETITORS
Harddisk
USB stick
House of Quality Sketchbook / Croquis
Harddisk = weak point
Fast data = strong point
Quality of technology = strong point (strong user requirement)
Sketchbook compared with USB
User requirements:
Conclusion HOQ:
Weak
Strong
Roadmap
Technology
Roadmap
Function (& Feature) Roadmap
Product
Roadmap
Consumer
Insight
Roadmap
Identity
Croquis
Designer
First (Q2 2010)
Cover
Mobility
Usability
Croquis
Designer
Thin (Q2 2011)
Croquis
Designer
Fast (Q2 2012)
Croquis
Designer
Accurate
(Q2 2013)
Cover
Cover
Cover
RFID Reader
RFID Reader
Transformer (RFID)
Hard Disk
Transformer (RFID)
Flash Drive
Transformer (HDD)
Flash Drive
Tr (FD)
Tr (FD)
USB
USB
Software / UI
Software
128 GB Flash Drive
USB 3.0
More Responsive
RFID Reader
Source: http://arstechnica.com/hardware/guides/2009/08/super-speed-a-brief-history-of-usb-30.ars/2
Source: http://www.manifest-tech.com/ce_products/flash_revolution.htm#Flash%20Storage
Software
Module Suppliers
•
•
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•
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•
For our company and product Croquis it is more cost efficient to by almost all
modules from other companies. The work we Croquis does, is programming the
software, printing tags on paper and assembling the modules into one product.
Considerations when choosing suppliers:
Pricing
The right specifications of the modules
Improvements of modules available at the same supplier
There are many more considerations, we didn’t recon with in this task though.
http://www.globalsources.com/gsol/I/USB-connector/p/sm/1009058479.htm
Module: USB connector
Brand name:
Simula
Description:
Applications: desktop PCs, peripherals, keyboards, mice, digital
consumer Electronics, and telephony ISDN and PBX devices
Designed to meet USB 2.0 specifications
http://www.globalsources.com/gsol/I/USB-cable/p/sm/1014767349.htm
Module: USB cable
Brand name:
WIRETEK
Description:
WU3AE USB Cable.
Transfer speed up to 480Mbps
Fully forward and backward compatible with current USB systems and peripherals
Working with existing cables and connectors
http://www.globalsources.com/gsol/I/Hard-drive/p/sm/1021529329.htm
Module: Hard disk
Brand name:
CXC (China)
Description:
Mass storage protocol
Application system: Microsoft Windows 2000/XP/Vista
Interface: USB 2.0
Size: 2.5 inches
Write speed: 20Mbps
Read speed 30Mbps
Capacity: 120, 160, 250, 320, 500GB
Speed: 5400 r/minute
Cache: 8MB
Color: silver
Storage temperature: －20 to 55℃
Module:
Software
•
•
•
•
•
•
Brand name:
Description:
•
•
•
Description:
RFID 125KHz reader module
Low cost RFID proximity module
With external antenna and internal antenna
•
•
•
•
•
•
•
•
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•
Croquis (own company)
We as designers can make our own software that is usertested.
http://www.globalsources.com/gsol/I/Access-control/p/sm/1003178163.htm
Module: RFID reader
Brand name:
Sunbest (Taiwan)
Module: RFID tags
Brand name:
Croquis
Description:
Thin RFID tags that can be printed on paper
http://www.globalsources.com/gsol/I/RFID-tag/p/sm/1002253851.htm
Module: RFID tags
Brand name:
Sunbest (China)
Description:
Size: diameter 18mm
Thickness: 1.5mm
Reading distance: 60mm
Based on GK4001 chip, with EM9917 reader
Operating temperature: -40 to 70 degrees Celsius
Storage temperature: -40 to 80 degrees Celsius
Material: PVC
Water resistance: yes
http://www.alibaba.com/product-gs/260311273/note_book_paper.html
Module:
Note book paper
Brand name:
Guangzhou Juntai paper.co Ltd. (China)
Future developments
•
•
•
•
•
•
http://www.globalsources.com/gsol/I/CompactFlash-card/p/sm/1018453663.htm
Module: Flash disk
Brand Name:
Super Talent
Description:
Capacity: 8 GB
Mount type: horizontal
Sequential read rate: 80 MB/s (max)
•
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Sequential write rate: 40 MB/s (max)
Access time: 0.1 ms
Track to track seek: 0.1 ms
Bus Tx speed: 16.7 MB/s
Environmental:
Shock: 10G, 3 axis
Vibration: 1G, each axis
Storage temperature: -55°C ~ +80°C
(Endurance) MTBF: >1,000,000 hours
Write/erase: 10,000 cycles
Read: unlimited
Power supply: 5Vcc ± 10%
Dimensions: 49.5 x 31mm
http://www.globalsources.com/gsol/I/USB-cable/p/sm/1015109348.htm
Module: USB 3.0 cable
Brand name:
WIRETEK
Description:
Compatible with USB rev3.0/2.0/1.1
For connecting computer or notebook to HD-DVD/big mobiles memory gold-plated copper
contacts minimize data loss
Foiled and braided shield complies with fully rated cable specifications Impedance
matches twisted pair construction helps to minimize cross talk, super high- speed,
and error-free transmission
http://www.ganebrothers.com
Module: Cover
Brand name:
Gane Brothers & Lane, Inc
Description:
Croquis designs the cover and Gane Brothers & Lane Inc.
Gane supplies materials to a wide variety of industries including packaging, diecutting, printing, bookbinding, looseleaf, P.O.P and more.
Supply chain of Sketchbook
Supply chain
User interface
testing
Cover design
Programming
Installation
Gane
Module
Brothers &
ordering
Lane
CXC
Harddisk
Guangzh
ou Juntai
paper.co
Notebook
Pages
Gane
Brothers
& Lane,
Inc
Cover
Simula
USB
connector
Wiretek
USB
cable
Sunbest
RFID
reader
Suppliers
Modules
Tag printing
Assembly
Inline testing
Distribution
Storage
Sale
Technology Tree Sketchbook
Product Functions
Storage
- Storing digital files
USB
RFID
-
Exchanging digital files
Page recognition
Pages
- Browsing digital
folders
- Sketching
Software
- Linking files to pages
- Storing / Exchanging
files
Manufacturing Technologies
Supporting Technologies
Creating Cover
Cover design
Assembly
- Hand
- Automatic
User interface design
Programming
Consumer testing
- Portability
- Interface
- Usability
Soldering
Inline testing & tuning
System architecture knowhow
Production Factory
Warehouse
Consumer marketing
Architecture scheme Sketchbook
Computer
USER INTERFACE
USER
interaction
Data & Power
Casing
USB
Data
Data
interaction
Hard Disk
Signal
Transformer
Data
Power
HARD DISK
Software
RFID
Power
Power
Signal
Transformer
Power
Data
RFID
Data
TAG
Black-box model of HardDisk
Control
- Storing / Sending
Input
Norms
Output
- Hard Disk speed
- USB speed
Desired
Desired
- Data
- Storage
- Hard Disk
Unavoidable
Unavoidable
- Heat
- Weight
- Noise
- Shock / Movement
- Temperature
- Magnetic Field
- Humidity
Means
Supplies
- USB
- Power
Black-box model Signal Transformer
Control
- Sending / Retrieving
Data
Input
Norms
- USB speed
- Hard disk speed
- RFID speed
Output
Desired
Desired
- Hard Disk data
- RFID tag data
- USB data
- Quick transformed signals
- Transforming to right format
- Signal Transformer
Unavoidable
Unavoidable
Means
Supplies
- USB
- Power
Black-box model USB
Control
Norms
Data
- USB speed
- Computer Processing
- Hard disk Speed
Input
Output
Desired
Desired
- Data
- Power
- Fast Sending / Retrieving
- Providing power
- USB
Unavoidable
Unavoidable
- Slowdowns
- Temperature
- Humidity
Means
Supplies
- Computer
- Power
Black-box model RFID
Control
- Sending Data
Norms
Input
- USB speed
- RFID Response
Output
Desired
Desired
- Tags
- Responsive Browsing
- RFID
Unavoidable
Unavoidable
Wear and tear
- Temperature
- Magnetic Field
- Humidity
Means
Supplies
- USB
- Power
Black-box model Software
Control
Norms
Data
Input
- USB speed
- Hard disk speed
- RFID speed
- Processor speed
Output
Desired
Desired
- User
- Data
- Usable Interface
- Software
Unavoidable
Unavoidable
- Computer memory usage
- User Errors
Means
Supplies
- Computer
- Processing Power

Work Report - emin sinani

Transcription

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