Purpose of the Research
This market research aims to identify the trends in the factors or elements that affect the market for the red iPhone cover product and the higher education environment. This paper focuses on teen and adult consumers and aims to identify iPhone trends in the following areas: politics, economy, society, technology, legislation, and environment.
With the findings of the research, this paper hopes to establish the relevance and marketability of red iPhone covers from JoinRed and enable the company to come up with an effective strategy to market this product.
Research Methodology
This paper uses the Internet as the main tool for research. It analyzes the trends in iPhones, particularly the political, economic, social, technological, legal, and environmental trends, by looking at studies conducted and survey statistics.
Research Findings
Below are the research findings in each of the areas analyzed.
Political Trends
More and more politicians are building their online presence to reach more people and to spread their influence in a faster and more efficient way. As an example, online communities gather millions of fans in a short amount of time (McLaughlin 2006). Politicians also widely use Web 2.0 sites and blogs to communicate to their followers (McLaughlin 2006).
iPhones make access to such information easier and faster, making it possible for politicians and government agencies to get their messages across in real time.
As further evidence of the widespread use of online and mobile media, the following table shows the results of a survey that determined how voters in the November 2008 elections obtained information:
Table 1. Data from 2008 Post Election Survey). Did you happen to get any news or information about the November elections from the following online sources? [Base ‘online political users’ n=1186]
Economic Trends
Despite the economic downturns being experienced nowadays, smartphone sales continue to rise. As compiled by Brownlow (2011), there was a 72.1% increase in smartphone sales from 2009 to 2010 and it is expected that the sales of smartphones will continue to rise from 420 million in 2011 to 1 billion in 2016. It is also expected that smartphones will become the highest-selling consumer electronic device in 2011.
Almost half of the male populace in the US who own a mobile phone also own a smartphone and this is expected to become true of the general American populace by 2015. Gartner reported in June 2011 that Apple gets the largest share of the market (Brownlow) and this is affirmed by a Morgan Stanley research that estimated smartphone sales to exceed PC sales in 2012.
Social Trends
Adding to the popularity of smartphones and other mobile devices is the rise in popularity of social networking sites. People always want to feel connected and the smartphones and mobile devices allow them to do that. “47% of adults use social networking sites” and 73% of teens and young adults are a member of at least one social network” (Anon., Social Networking Statistics 2011). Users spend an average of 55 minutes on Facebook everyday and Twitter posts 500 million tweets everyday (Anon., Social Networking Statistics 2011).
Figure 2 SNS Statistics: Registered Users
Source: Vincenzo Cosenza 2011 cited in Qualman, 2011
Technological Trends
Aside from the increasing number of features and enhancements in the emerging iPhone models, there has also been an increase in the development and sales of iPhone and other mobile applications.
According to Mobile Entertainment (2010), “53% of US mobile developers are building iOS apps” and “25% of games developers are now making mobile games”, an increase from the 12% that was surveyed in 2009.
There is also an 84% satisfaction rating among App Store users compared to the 81% satisfaction rating among Android Market users and 56% among Blackberry App World users.
Source: The Nielsen Company 2009 cited in Mobile Entertainment, 2010
Mobile Entertainment (2010) also found that iOS users have an average of 37 applications on their devices, compared to 22 for Android users and 10 for BlackBerry users. iPhone users download 60 applications per year (Mobile Entertainment).
Source: The Nielsen Company 2009 cited in Mobile Entertainment, 2010
Legal Trends
With the ease of information access afforded by the Internet and made even easier by the use of smartphones and mobile devices come the high risk of exposing private and personal information to people with malicious intents.
The top three cyber crimes (in terms monetary losses) are the following: “financial fraud ($21.1 million); viruses/worms/trojans ($8.4 million); and system penetration by outsiders ($6.8 million)” (Anon., Cyber Crime Statistics 2011).
In the effort to address these issues, the governments of different countries have been forming laws and plans to fight against cyber crimes. INTERPOL and Europol have established an action plan to collaboratively combat transnational crimes, including cybercrimes (Anon., INTERPOL and Europol Agree Joint Initiatives to Enhance Global Response Against Transnational Crime 2011). Countries such as Bahrain (Anon., Tough New Laws on Ways to Combat Cybercrime 2011) and Australia (Keenan 2011) have also started introducing bills and guidelines to serve as protection against cyber crimes.
An emerging trend in the technology of smartphones and mobile devices is ‘mobile sensing’, also referred to as ‘urban sensing’ or ‘participatory urbanism’ (Anon., Environmental Monitoring with Mobile Phones, n.d.). This refers to the use of mobile devices not only as phones but also as measurement tools. This refers to the technology of using mobile devices for collecting and tracking environmental trends (Anon., Environmental Monitoring with Mobile Phones, n.d.).
With 3.5 billion people carrying mobile devices, it is possible with mobile sensing technology to attach a sensory device to the phone, which enables the collection of dynamic information about environmental trends such as urban traffic patterns and ambient air quality.
The three product categories where the red iPhone cover can belong in are Accessories, Containers, and Gadgets. Accessories because iPhone covers are iPhone accessories and can be categorized with other mobile phone accessories. It can also be placed under the Container category as it performs the function of a container, that is, it serves to hold or contain an iPhone. In addition, it makes sense to place them under Gadgets as the iPhone cover is used as a protective covering for the iPhone, which is a gadget. It is also specifically designed to fit the gadget – in this case, the iPhone -- and to ensure that the use of the iPhone cover does not degrade the user’s experience when using the gadget.
Two brands that can be associated with the Accessories category are Case-Mate (Anon., Customer Reviews 2011) and SwitchEasy (Bradbury, 2009). Brands that can be associated with the Containers category are AmazonBasics (Amazon, 2011a) and Belkin (Amazon, 2011b). And brands that can be associated with the Gadgets category are iPhone and iPod.
The product red iPhone cover from JoinRed will belong to the category of Accessories. This is most suitable because an iPhone cover is an accessory for the iPhone and it can be placed in the same classification as other cellphone and smartphone covers or cases, which serve the same purpose as the former – that is, to protect the gadget and to provide aesthetics at the same time.
The core product is the red iPhone cover, which s used for protecting the iPhone from scratches and dirt.
On the Actual Product level, the brand name can be used to denote youth, innovation, quality, reliability, and others. Advertisement campaigns can also be launched to disseminate information about the product’s quality and features and what makes it better than other brands. Good packaging is also essential to promote the product’s aesthetics, which is one of the main bases of choice for consumers who purchase iPhone covers. In addition, special offers can be employed to give early buyers added benefit. Such offers can include discounts for a limited time, buy-one-take-one, and others.
On the Augmented Product level, free shipment and delivery may be offered to online purchasers as well as a limited-time warranty to assure purchasers of replacement for damaged goods, especially for online purchases. Since JoinRed is a company that actively supports AIDS prevention and research, consumers may also feel a sense of altruism in patronizing the company’s products.
The red iPhone cover of JoinRed is a fashionable way to protect the iPhone. It is perfectly shaped for the iPhone and is made of quality materials. With the red iPhone cover from JoinRed, the iPhone will be protected from scratches, dirt, and stains.
With iPhone use being very predominant among teens and adults alike, its protection is imperative to maintain its functionality and ensure its longevity.
References
Amazon. (2011a) AmazonBasics Universal Travel Case for Small Electronics and Accessories (Black). [online] Available at: http://www.amazon.com/AmazonBasics-Universal-Travel-Electronics-Accessories/dp/
B002VPE1QG/ref=sr_1_cc_1?s=apparel&ie=UTF8&qid=1322903331&sr=1-1-catcorr> [Accessed 3 December 2011]
Amazon. (2011b). Belkin DualFit Armband for iPod touch 4th Gen (Black). [online] Available at: <http://www.amazon.com/Belkin-DualFit-Armband-touch-Black/dp/B0042X93BI/ ref=pd_cp_e_1> [Accessed 3 December 2011]
Bradbury, T. (2009). iPhone Case Review: SwitchEasy Colors. [online] Available at: <http://www.iPhonefreak.com/2009/08/iPhone-case-review-switcheasy-colors.html> [Accessed 3 December 2011]
Brownlow, M., 2011. Smartphone Statistics and Market Share. [online] Available at:
<http://www.email-marketing-reports.com/wireless-mobile/smartphone-statistics.htm> [Accessed 9 November 2011]
Customer Reviews. 2011. [online] Available at: <http://www.case-mate.com/product-review-index.aspx> [Accessed 3 December 2011]
Cyber Crime Statistics. 2011. [online] Available at: <http://www.computer-forensics-recruiter.com/home/cyber_crime_statistics.html> [Accessed 9 November 2011]
Environmental Monitoring with Mobile Phones (Ghana).Wireless Technology for Social Change: Trends in Mobile Use by NGOs. [online] Available at: <http://www.globalproblems-Globalsolutions-files.org/unf_website/PDF/vodafone//tech_social_change/ Environmental_Conservation_case3.pdf> [Accessed 9 November 2011]
Euler, T, 2009. Online Media Usage for Political Campaigning. [online] Available at: <http://www.slideshare.net/ThomasEuler/online-media-usage-for-political-campaigning> [Accessed 9 November 2011]
INTERPOL and Europol Agree Joint Initiatives to Enhance Global Response Against Transnational Crime 2011. [online] Available at: <http://interpolnoticeremoval.com/tag/cyber-crime/> [Accessed 9 November 2011]
Keenan, M., 2011. House Debates. [online] Available at: <http://www.openaustralia.org/debates/?id=2011-08-23.153.1&m=275> [Accessed 9 November 2011]
McLaughlin, C., 2006. Hot New Political Trends. [online] Available at: <http://www.visionarylead.org/articles/new_pol_trends.htm> [Accessed 9 November 2011]
Mobile Entertainment, 2010. 157 App Stats You Should Know About. [online] Available at: <http://www.slideshare.net/stuartdredge/157-mobile-app-stats-you-should-know-about> [Accessed 9 November 2011]
Qualman, E, 2011. Social Network Users Statistics. [online] Available at: <http://www.socialnomics.net/2011/08/16/social-network-users-statistics/> [Accessed 9 November 2011]
Social Networking Statistics, 2011. [online] Available at: <http://www.graphicsms.com/blog/877-social-networking-statistics-2010/> [Accessed 9 November 2011]
Tough new laws on way to combat cybercrime. 2011. Gulf Daily News, [online] Available at: <http://www.gulf-daily-news.com/NewsDetails.aspx?storyid=316348> [Accessed 9 November 2011]
