Anycall’s exterior, Curitel’s battery/charger have a lot of problems

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2006-11-30 08:36

Seoul--(뉴스와이어)--It is recorded that two thirds of the initial quality problems come from ‘Exterior’, ‘Battery/Charger’, and ‘Camera function/performance’.

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, surveyed 16,115 handset users who purchased a handset in the last six months. The study recorded the number of problems consumers experienced.

The problems consumers experienced in three major categories are shown by brand. The number of ‘Exterior’ problems was the highest with a score of 174.2 PPH (Problems Per Hundred), followed by ‘Battery/Charger’ (123.2 PPH) and ‘Camera function/performance’ (82.4 PPH).

These three categories took 68.4% of total number of problems with the percentage of 31.4%, 22.2%, and 14.8% each.

Comparing the initial quality of each category by brand, Ever’s ‘Exterior’, Motorola’s ‘Battery/Charger’, and Anycall’s ‘Camera function/performance’ were the BIC (Best in Class). On the other hand, Anycall’s ‘Exterior, Curiterl’s ‘Battery/Charger’ and SKY’s ‘Camera function/performance’ were the WIC (Worst in Class). From the ‘Exterior’ problems by brand which consumers most often experienced, Ever showed the least number of problems with the score of 138.0 PPH, followed by Curitel (147.0), and Cyon (153.2). Anycall recorded the most number of problems with the score of 196.2 PPH.

The competitiveness index score (the number of problems of each brand / the industrial average) was calculated in order to see the ‘Exterior’ competitiveness throughout the four surveys. First of all, Anycall’s inferiority in ‘Exterior’ seems obvious. Anycall’s ‘Exterior’ was the WIC in 1st, 3rd, and 4th waves except 2nd wave which means Anycall should put priority in improving ‘Exterior’ of its handsets. Considering its ‘Exterior’ has getting worsen since the 2nd wave, it is quite worrisome.

Meanwhile, Ever’s improvement is noticeable. Ever had stayed in the middle group as it took 3rd, 3rd and 4th rank in 1st, 2nd, and 3rd wave. In the fourth wave, however, it took the top rank with the index score of 79.2%. This comes from EV-K150 which showed an excellent exterior with the score of 74.1 PPH which is lower than the market average, 100.1 PPH and it lower the overall number of ‘Exterior’ problems of Ever. On the other hand, Motorola who took the top with the score of 82.6% in the third wave thanks to the RAZR (MS500) recorded 107.4% in the fourth wave and it dropped to the fifth rank where it was in the 1st and 2nd wave. As Motorola released color RAZR phones with pink and lime colors, consumers experienced a lot of problems such as ‘color/coating falls off’ (36.6 PPH), and ‘severe scratch on the phones (27.1 PPH)’. This seems to be a reason of Motorola’s fall.

Motorola, however, took the top in the initial quality competitiveness index of ‘Battery/Charger’ with the score of 92.7%. The second and third rank were taken by Anycall (96.9%) and Ever(97.6%). Except previous three Brands, SKY (104.0%), Cyon (104.4%), and Curitel (106.1%) recorded lower score than the average which showed 3 strong and 3 weak brands.

During four times of surveys, Motorola ranked the top for four consecutive times while Curitel ranked the bottom for the four consecutive times. However, Curitel’s competitiveness index score has improved around 10%p in the third wave while that of the top 3 brands in the third wave (Motorola, Ever, SKY in order) has fallen 10%p on average in the fourth wave. To sum up, the widening gap between the top and bottom groups has narrowed down. The score gap in ‘Battery/Charger’ category by brand has widened to 35.2%p in the third wave, but greatly narrowe d down to 13.4%p in the fourth wave.

Anycall and Cyon showed the most stable results among six brands. In other words, Anycall have kept showing better quality than market average and Cyon have kept showing the opposite. It is just significant that the score gap between Anycall and Cyon has widened from 3.5%p to 7.5%p.

From the ‘Camera function/performance’ by brand, Anycall showed overwhelming superiority with the score of 86.4%, followed by Curitel (102.6%), Ever(102.9%), Cyon(106.3%), and Motorola(107.7%) with the slight margin. SKY even recorded 20%p lower than the fifth rank Motorola with the score of 128.1%. We can say that there are 1 strong, 4 middle and 1 weak groups in ‘Camera function/performance’ problem.

‘Camera function/performance’ category recorded the most widening gap between brands in the fourth wave. The score gap between the top Anycall and the bottom SKY was 41.7%. In case of Anycall, it showed the most stable and competitive results as it took the first or second rank in every surveys. Meanwhile, Motorola took the top in the second and third wave wining over Anycall, but it has dramatically fallen to the fifth rank in the fourth wave with the lower score (107.7%) than the market average.

Likewise, SKY has fallen to WIC sine the third wave and showed 20.4%p of score difference with the fifth rank. The reason seems to come from the inferior initial quality of IM-8500L(119.7 PPH) and IM-5100(119.1PPH).

As we look through the overall results, we could find that the initial quality of handsets doesn’t look stable. Because, the lifespan of handset are getting shorter and new models are released more often. Therefore, a specific model which has sold well could change the total competitiveness of the brand. In this regard, brands are required to put more effort to evaluate before they roll out a new high-tech handset.

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