Woo+k+Focus+Group+Report

Woo k

To: Proximity Mobile Networking Team From: Kyung Woo Date: March 30, 2010 Subject: Focus Group Report


 * Here is my report on a focus group I ran with four Gen-Y 4 males and 1 female on their opinions and insights into mobile devices. I found that these specific Gen-Y users chose their devices based on their individual desires. All individuals, excluding 4 males, stated that price was not an big issue when deciphering what phone to purchase. the 5 students who currently have At&t I-Phone, because they nomally showed that they are satisfied with their provider.

Rationale** U.S. users of smart phones typically buy a subsidized handset from a particular cell phone provider. Consequently they must consider trade-offs between handset features and the price and quality of the cell network. The purpose of our focus groups is to determine what factors influence these decisions, and whether they are driven primarily by the choice of handset or the provider network. We also want to determine the extent to which Gen-Y uses apps. This information will let us better advise Proximity clients about which handsets and networks are most attractive to Gen-Y users.

The focus group session was held in my workplace and church on Sunday, March 21. I conducted this session 6 P.M. with 5 Gen-Y students who cowoker and church member. All 5 students who attend Towson University and UMBC.
 * Setting and Participants**
 * Henry Lee, 19, UMBC. Freshman classical vocal major, AT&T carrier;
 * banny Kim, 19, Towson Univ. Music jazz dance major, AT&T carrier;
 * ning hwo, 20, Towson Univ. sophomore Acconting major, Verizon carrier;
 * Yang woo Jung, 20, Towson Univ. sophomore pree-business major, AT&T carrier;
 * Jasson, 19, UMBC. Freshman international business major, AT&T carrier.


 * Session Topics**

__Reason for buying a particular handset__
 * The majority of the group had purchased their current handset because of its popularity and functionality. Four of the five participants were I-Phone users. Henry transfered LG verizon to I-phone and he said “ The I-phone have a better operating system than Windows Mobile and easy interface” hwo, the only participant currently without a I-phone, purchased the Motorola Droid because of “its features and applications which are far superior to the i-phone .”

__The cell provider's influence your decision__ Four of participants belong to the same mobile network, AT&T. Banny and Yang, who are friend, have been on AT & T family plan since their first mobile devices and have always been pleased with their reception and customer service. ** Ning who, only uses Verizon, uses many funtions and calling a lot.He strongly satisfied with detachable battery needed.

__Features and applications used__ The use of applications was favored by all five participants. The most common applications used by all members were the internet browser, email viewer,Visual Voice-mail and listening MP3 player application. For the I-phone users, they all favored the use of I-phone’s trademark Operation system, Safari. The users found it enabled them to communicate with friends much faster than text messaging and check the e-mail. Ning, the one non I-phone user, said he loves the Motorola Droid because he can customize practically anything he wants and is “not limited to Verizon’s strict constraints.”

__Satisfaction with mobile device and improvements__ All users were satisfied with their devices but are aware of some disadvantages. The druid users expressed a need for Wi-Fi to be incorporated. He also would like to see a device that supports flash. “ I want to be able to stream any video online and not have to download a YouTube app” Ning needed by their parents and are aware that Verizon’s plans are relatively more expensive than other providers. When asked if being self reliant would influence their choice of mobile provider, Brian suggested he would switch to T-Mobile because they offer less expensive plans for individuals. The most other participants mentions that I-phone payments plans are too expansive for the students, they utmost are satisfied their device performance and features, however, monthly payment as almost $100 dollars(U.S.) include WI-FI, is not confortable for the student. Moreover, t

This session revealed that my participants:
 * Finding

· Are satisfied with their mobile devices and provider; · View possible improvements for future models of their devices; · Would consider changing mobile providers if they had to pay their own bills.

With all participants being on AT&T’s network, this focus group gave me a very targeted analysis of mobile users on a specific network. It may prove useful to compare these results to the results of our other sessions where the participants used networks other than AT&T’s. This will give us an opportunity to see what influenced other cellular users to chose their current network. **