Samsung Anycall, tops in marketability
Marketing Insight, Inc (www.mktinsight.co.kr, CEO: Kim, Jin-Kook), a consumer research company that has been conducting a large scale consumer study on telecommunications every six months, asked 16,115 purchasers of mobile phones (who made the purchase between March-September 2006) how satisfied they were with their phones and converted their responses into a 1,000-point scale in the 4th study (September 2006)
As a result, the average ‘Overall Satisfaction’ score of the mobile phone was 658 which is well below than that of vehicle (768). It means that mobile phones do not meet the consumers’ expectation. Looking at the ‘Overall Satisfaction’ by manufacturer, Anycall topped with a score of 687, followed by SKY (685), Motorola (659), Ever (641), and Cyon (621). Curitel took the bottom with the score of 600.
Comparing the score of third (March, 2006) and fourth wave (September, 2006) by manufacturer, Anycall ranked the top in both waves. Sky and Motorola continuously took the second and the third ranks. The marketability of Anycall, Motorola, and Cyon dropped in fourth wave. In case of Cyon, its marketability score dropped most significantly (-25). On the other hand, the marketability of SKY rose the most (+10) and is in hot pursuit of No. 1 Anycall.
SKY’s rise in marketability was probably thanks to IM-S110K AND IM-S110 model, and Cyon’s fall was probably due to SB130, LG-SD910, LG-SB120 model.
The marketability evaluation of mobile phone consists of four categories; ‘Design’ (exterior, size/weight, LCD/button, etc), ‘Performance’ (sending and receiving, call quality, camera performance, etc), ‘Function’ (variety of function, how easy to use, additional function, etc), and ‘Quality’ (solidity, no trivial problems, etc), and calculated with the maximum score 1000.
Looking at the marketability score by category, Motorola ranked the top in ‘Design’ (77.2), SKY topped in ‘Performance’ and ‘Function’ with the score of 66.9 and 69.9 while Anycall topped in ‘quality’(69.9). On the other hand, Curitel ranked the bottom in ‘Design’, ‘Performance’, and ‘Quality’, and Motorola ranked the bottom in ‘Function’. [Table1]. It seems that there are big difference between manufacturer in ‘Design’, and ‘Quality’. The evaluation showed that Motorola’s Design and Anycall’s quality have competitive edges.
Which model specifically has the most superior marketability?
Anycall’s S-DMB phone SCH-B500 (798 points) and SCH-B490 (785 points) ranked the top and the second in marketability, followed by SKY’S ultra slim phone IM-S100K/S110, and Anycall’s SPH-V9850. 7 Anycall mobile phones and three Sky phones were included in TOP 10 model while none of Cyon’s mobile phones were listed. (In third wave, 8 Anycall, 1 Cyon, and 1 SKY models were listed.). This explains why Anycall and SKY are highly competitive.
Looking at the marketability of 10 models by category, Anycall’s SCH-B490 ranked the top in ‘Design’ (83.5) and ‘Function’ (80.4), and SCH-B500 topped in ‘Performance’ (76.0) and SPH-V9850 topped in ‘Quality’ (77.6). In other words, Anycall ranked the top in every category which means Anycall has an absolute competitive edge in product planning and design.
Even though, Anycall’s marketability is still the number one, there is a narrow gap with SKY in the second position. In addition, Cyon, which has the second highest market share, took the bottom ranking along with Curitel in this study as its marketability plummeted.
Can Anycall keep its leading position from closely following SKY, a highly evaluated brand with the latest technologies and functions like DMB?
It will be also interesting to see how much Cyon’s new model Black Label 2 Shine, with its emphasis on design, can contribute to the success of the brand.
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2006년 11월 30일 08:36
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2006년 11월 23일 08:32