EVER has the fewest initial quality problems

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2006-11-23 08:32

Seoul--(뉴스와이어)--In initial quality, Ever ranked the top for the first time, whereas Motorola which took the lead for the last six month has fallen.

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 telecommunication every six month, surveyed 16,115 buyers of mobile phones within the last six months (between March and September in 2006).

According to the study, the number of initial quality problems consumers experienced on average for every 100 handsets (PPH: Problems Per Hundred) was 555 PPH. In other words, one consumer reported an average of 5.6 problems.

When looking at the number of initial quality problems by brand, Ever has the least number of problems with the score of 503 PPH. Cyon(536 PPH) and Motorola (537 PPH) took the second and the third ranks by a slight margin, followed by Curitel with the score of 537 PPH. On the other hand, As Anycall (571 PPH) and SKY (586 PPH ) recorded poor initial quality, they lower the whole market average.

Ever took the lead showing a huge gap with the second place, Cyon (-33 PPH) and the bottom rank, SKY (-83 PPH).

When looking at the changes in competition index of initial quality problems for the last four surveys (average 100, a lower score is better) which divides the number of initial quality problems by the industrial average,

Ever, Cyon, Motorola and Curitel were lower than the industrial average, while SKY and Anycall were higher.

In the top ranks, Ever was the only brand which has steadily improved its competition index of initial quality through four waves. Ever took the fourth rank in the first wave, the second rank in the third wave, and finally it ranked the top in this fourth wave with 90.6% of problems of the industrial average. Considering Ever’s handset is not high-end and up-to-date, its initial quality has more advantage than its competitors. However, it is obvious that Ever’s customer experienced the least number of problems.

Motorola showed the most significant change. Motorola made a parade of its superiority in quality in the second and third waves thanks to the stable quality of RAZR(MS500). In the fourth wave, however, Motorola fell to the third rank with a dramatic decline in competition index because the recently released Z (MS600) showed more problems than RAZR with a score of 549 PPH.

Anycall showed signs of decline as well. Anycall shocked us with the worst initial quality in the first wave and has climbed up to the middle group in the second waves. However, it fell again in the third and fourth wave with more numbers of problems than the industrial average. Anycall’s poor records is related to deep-seated problems with their phones’ exteriors and the high-end DMB phones, SCH-B500 (746 PPH), and SCH-B250 (703 PPH).

Curitel comes after Ever in improving initial quality while Cyon and SKY showed no big differences.

The survey on handset initial quality was assessed in 8 categories and 97 items including ‘Exterior’, ‘Button control’, ‘Display’, ‘Power’, ‘Battery/Charger’, ‘Ring/Vibration’, ‘Camera function/Performance’, and ‘Additional function’. According to the survey, the most number of customers experienced ‘Display’ problem (174.2 PPH) as it accounts for 31.4% of the whole problems, followed by ‘Battery/Charger’ problem (123.2 PPH) with 22.2%.

When looking at the BIC and WIC by category, we can easily find the strong and weak point of each brand.

Motorola was BIC in four categories including ‘Button control’, ‘Battery/Charger’, ‘Ring/Vibration’, and ‘Additional function’. Even though Motorola recorded the most number of BIC, it didn’t win over Ever which recorded good marks evenly in all categories. Ever was BIC in ‘Exterior’, Cyon was in ‘Display’ and Anycall was BIC in ‘Camera function/Performance’.

On the other hand, Curitel was WIC in ‘Battery/Charger’, and ‘Ring/Vibration’. Anycall was WIC in ‘Exterior, and ‘Button controls’ while SKY was WIC in ‘Display, ‘Camera function/Performance’ and ‘Additional function’.

Anycall recorded the most number of problems in its ‘Exterior’ and ‘Button controls’ in first and third wave. [Refer to Telecom Report No. 36]. This result shows from where Anycall has to improve its initial quality competitiveness.

Marketing Insight Inc. (Formerly F-inside) has conducted research studies and consultancy services specializing in telecommunications, automobiles, electronic appliances, and government elections. Its main duties include measuring Consumer Perceived Quality (CPQ) and product planning. It has also conducted the periodic large-scale syndicated study in the fields of telecommunications and automobiles.

This Telecom Report is the result of a large-scale syndicated survey on telecommunication services and handsets with a sample size of over 100,000 and which has been conducted twice a year (in March and September) since 2005. All the rights over the content, results, and analysis concerning this study are reserved to Marketing Insight, Inc. No portion of the content may be used for commercial purposes by any means without a written notice from Marketing Insight Inc.

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