DesignBusinessInnovation

Daniella Valente Professor Klinkowstein

Selected Business Article:

Apple to offer 5.5-inch iphone 6: Will it steal iPadmini sales?

Article

Daniella Valente ProfessorKlinkowstein

Daniella Valente Professor Klinkowstein

Picture

Apple allows third-parties designers to obtain specifications about the IPhone.

Daniella Valente Professor Klinkowstein

Summary

Iphone 6 is 3x the retina display (2208 x 1242 resolution or 461 pixels per inch)

Daniella Valente Professor Klinkowstein

Summary

Will this new product

actually get the company’smargins up & profits through the roof?

Daniella Valente Professor Klinkowstein

Summary

Setting / Activity for Ethnographic Observation”

You may see students around campus with many different Apple devices.

Daniella Valente Professor Klinkowstein

Daniella Valente Professor Klinkowstein

Ethnographic Research, Student using their phone to communicate with others.

Daniella Valente Professor Klinkowstein

Ethnographic Research, Student using their phone to communicate with others

Daniella Valente Professor Klinkowstein

Ethnographic Research, Student using their phones

Daniella Valente Professor Klinkowstein

Ethnographic Research, Student using their ipad to do school work.

Daniella Valente Professor Klinkowstein

Ethnographic Research, Student using their ipad connect with social media.

Daniella Valente Professor Klinkowstein

Ethnographic Research, Student using their ipad to do school work.

Daniella Valente Professor Klinkowstein

Ethnographic Research, Student using their phone play games.

Ethnographic Research Observations

• Students used their devices for emailing, texting, gaming and keeping up with social media.

Daniella Valente Professor Klinkowstein

• Students constantly complain about having low battery.

Daniella Valente Professor Klinkowstein

Ethnographic Research Observations

• Students needed a larger screen when trying to do work with the devices.

Daniella Valente Professor Klinkowstein

Ethnographic Research Observations

• When students were communicating through social media, they had no problem using a smaller screen.

Daniella Valente Professor Klinkowstein

Ethnographic Research Observations

• Each student remained focused on their devices while there were conversations going on around them.

Daniella Valente Professor Klinkowstein

Ethnographic Research Observations

Ethnographic Research Findings

• Students want something with a longer battery life and a larger screen.

Daniella Valente Professor Klinkowstein

Examples

–Apple: Think different

–Verizon: Can you hear me now?

–Toshiba: Take Toshiba, Take the World.

Daniella Valente Professor Klinkowstein

Tagline Study:Tagline Research

• iPhone 6 Case Tagline:

– Power & Reassurance means Everything

Daniella Valente Professor Klinkowstein

Tagline Study:New Tagline

Daniella Valente Professor Klinkowstein

Tagline Study:Raw Background Images

Daniella Valente Professor Klinkowstein

Tagline Study:Blurred Background Images

Daniella Valente Professor Klinkowstein

Tagline Study:Image and Tagline Study