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Motorolas Droid 2
Product ManagersDilemma
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Case Introduction
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Motorola Droid Success Sto
Oct 2009
Motorola launched Droid Smartphone
Dec 2009
Motorolas net income increased by whooping ~99%launch of Droid Smartphone
eb 20!0
ollowing the success of Droid" Motorola started worDroid 2 launch
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Customer Concerns
$o omplaint
&udio
Display
Software eatures
Side #eys '(olume)amera*
Main +eypad
,urn on)o-
0% 20% .0% /0% 0%
Tops reasons for Customer Returns of Motorolas Droid Smartphone
1ased on the internalndings of (eri3on
team" customers aredissatised with the
camera button and thatleads to return of
product
or botand Molaunchirepresestrategdown5
6t becomore nremo7ecustomdisatismight a
sales o
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Camera Button Issue
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Product Dierentiation
!eatures!orm
Slimmer slee" phone#ith smoother"eypad
$ot as %ig as iPhone& %ut %ig enough fora decent smartphone
&()"ey slide)do#nhard#are *+,RT-./ertical andhori0ontal on)screen"ey%oards
13 inches display
St
4 56 7uad coreprocessor8 &9 ; 9(els ( ppipi;el density?
Corning gorilla glassfor protection
@do%e !lash and
6TMA %ro#sers
( MP primary camera#ith auto focus
Slee" "eypad #ithtouch screen8 multitouch and *+,RT-"ey%oard a/aila%le
Polishedion of itspredece
Sturdy %function
Slightly rounded
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Customer)alue 6ierarchy
ore 1enet8 ,o tal# to p
1asic roduct8
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Product Design
roduct design is the totality of features
a-ect how a product loo#s" feels" and funto a consumer
Motorola Droids camera button acts as abarrier which a-ects the 7alue to the cust
Designing features li#e multi:touch screen;
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Product Managers Dilemm
+eep the urrent Design
Modify the physical camerabutton
>emo7e the buttonaltogether
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*uestions To @ns#er
Mar"etDynamics
Camera Button
Importance ofmechanical %uttonas a dierentiator
Conse7uences ofdelay
TecConsid
@lternaSolutio
Implicaremo/i%utton
@dditioresourc
ImpactSchedu
ser trialfeed%ac" on thecamera %utton
Droid 2 camera%utton /s Droid4
Internalusa%ility data
a%out amechanicalcamera /ssoft#are %utton
6o# to impro/ethe tactile feelof pressing thecamera %utton
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Customer alue Proposition
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ser Trial !eed%ac"
1ased on (eri3ons feedbac# from the end users" Driods abutton has a critical issue that need a correcti7e action in D
Driods amera button has a big si3e and its tactile feel is n
Some end users may prefer ihones approach" incorporatisoftware only button on the display instead of a mechanica
1utton design change reEuest by (eri3on was supported byusability testing data and subscriber beha7ior #nowledge
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Mar"et Dynamics
rom 2009 to 20!0" &ndroids share grew fro
to .2% and the increase in the processor spwhich Droid 2 o-ers could get Motorola in a competiti7e position with &pples ihone
>umours of launching ihone . by &pple is aissue that is ma#ing Motorola to accelerate launch of Droid 2
,hey aim to shrin# the product de7elopment
cycle for Droid 2 from !0 months to / month
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Decision
6ndustrial
Design
,eam
ustomer
Support
,eam
&ccountManager
Supplyhain
ngineering
,eam
Mar#eting
,eam
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Customer Support Team
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CSTM,R SPPRT T,@M
Minutes of the meeting held with (eri3on
Signicance of the issue
(eri3ons eBpectations
ustomer supports recommendation
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Industrial Design Team
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,ngineering Team
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1 Camera %uttons a/aila%le in the mar"eta? Soft#are %utton ecommendations by engineering team
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Supply ChainEManufacturin
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@ccount Manager
@ t M
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@ccount Managers commen
6mpact on droid 2 7olume and sales
,he a7erage selling price)unit will down by 20 %
,he initial shipping 7olume will go down by !0 %
>e7enue hence will go down by 8 ~!: 0?I0?9J0?2 I!00 J2 %
6mpact on long term relationship
(eri3on might brea# their bond with Motorola
Motorola henceforth might lose a lot of re7enue
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Recommendations
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Feeping the current design ros 8
$o delay in launch $o eBtra e-ort by industrial design team and the
engineering team
ons8
>elationship with (eri3on may be ad7ersely e-ecte
Kose on the mar#et share due to dissatised users >e7enue would decrease by approBimately 2%
$egati7ely impact co:mar#eting budget
Modifying the camera %utton to impro/e its tactile feel
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Modifying the camera %utton to impro/e its tactile feel
ros 8
nd users satisfaction would increase
ons 8
Kaunching Schedule impact G a slip in launch
ost 6mpact due to design change
%utton
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%uttonin fa/or of a soft#are only %u
ros 8
>emo7al of mechanical button that is acting asdisatiser would increase the chances of purch
Bpected 6ncrease in >e7enue due to strong cocharacteristics for the tech G sa77y smartphone
ons 8
Slip in launch date May negati7ely impact the collaborati7e en7iro
among the teams
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