AIKON Project
Project Member
Director
Product Manager
Hardware Engineer
Software Engineer
Sales Manager
LuZhaoYu
ZhangKai
SuHan
XuYuChao
ShuaiFan
Financial report
1000
in millions $US
500
0
-500
-1000
-1500
-2000
Net profit
13Q1 13Q2 13Q3 13Q4 14Q1 14Q2 14Q3 14Q4
499
-521
-94
-140
-1223 -1700 -1270
1600%
1400%
1200%
1000%
800%
600%
400%
200%
0%
-200%
-400%
-600%
270
Qoq
-204.4 -82.00 1389.4 -12.60 39.00% -25.30 -121.3
Yoy
-345.1 226.30 1251.1 879.40
Specs
Operating system Symbian
CPU Qualcomm APQ8064 Snapdragon S4 Quad Core Krait @ 1.50GHz
GPU Imagination Technologies PowerVR SGX543 graphics processing unit
M7 motion coprocessor
2GB RAM Random Access Memory
32GB of internal storage
Weight of 127g (grams)
Display 5.0 inches Resistive touchscreen 1920-by-1080-pixel resolution at 440 ppi
（pixels per inch）
Connectivity 4G（LTE） 802.11a/b/g/n/ac Wi-Fi Bluetooth 4.0 NFC
Battery 1810mAh
Talk time: Up to 14 hours on 4G
Project script
Product Manager：okay everyone，meeting begin. Today, we hold the meeting to
discuss the present situation of our company and plan to develop a new product.
Here is some files(send to everyone),read it(15s).Well，director will say something
about our project.
Director: first of all，I must restate our company financial condition of the previous
fiscal year，it is so pity that Our company's market share decreased year over year,
Consecutive losses in three quarters. look at the report（Point the ppt），In the first
three quarters, the total loss was about 4 billion.
Others: What a pity/awful/terrible….
Director: In order to solve this situation, we plan to produce a novel mobile phone
into market. According to survey，the impression of our cellphone is pretty good due
to the accumulation and brand over years. So we believe that an ’innovative
cellphone will gain a larger share of the market.
Product Manager：Any requirements？about cost、budget、Commissioning date？
Director: well，first we should talk about the market positioning of our products，You
guys prefer the high-end market or low-end market？
Software engineer：I think we should launch a high-end product. I have two main
points to say. For one thing, high end products stand for good quality, better
after-sale service, and longer lifespan compared with low-end products. For another,
the living standard of the citizens have been improving in the last decade, more and
more people can afford a high-end product and they prefer a better goods though it
cost more than they would spend on a low-end product.
Sales Manager: I can’t agree more，In my opinion, high-end mobile phones can give
us more benefits. Nowadays, citizens are getting rich. In old days they may not willing
to buy a mobile phone with high price, but this situation has completely reversed
right now. I believe customers would much prefer to buy high-end cellphones which
will makes them feeling, uh...like noble.
Hardware Engineer: No，I do not agree. Now the renewal speed of mobile phone is
faster and faster. People use the mobile phone in less than 2 years, then will buy a
new one. Most people think of buying high-end phone isn't a good idea. Compared
to the high-end phone, now the low-end phone is more welcome by people, not only
the price of the low-end accepted by the public, but also the performance can meet
the needs of people. In the terms of company, after the profit is low, the low-end
phone is benefit to enter and occupy the market as soon as possible, so we can start
from low-end phone, then set foot in the high-end phone field again.
Director: Let me see…just focus on low–end market，Small profits and quick returns，
so we have to control the price no more than 200 dollars，and more important，we
must be completed within six months.
Product Manager: well, I have gotten a new design of our next generation product.
Just like this.
Product Manager: According to the requirements and the basis of the previous
generation of products, I conceive some details about the new cellphone. The new
cellphone will be comprehensive upgraded, such as
Operating system Symbian
CPU Qualcomm APQ8064 Snapdragon S4 Quad Core Krait @ 1.50GHz
GPU Imagination Technologies PowerVR SGX543 graphics processing unit
M7 motion coprocessor
2GB RAM Random Access Memory
32GB of internal storage
Weight of 127g (grams)
Display 5.0 inches Resistive touchscreen 1920-by-1080-pixel resolution at 440 ppi
（pixels per inch）
Connectivity
4G（LTE） 802.11a/b/g/n/ac Wi-Fi
Battery 1810mAh
Bluetooth 4.0 NFC
Talk time: Up to 14 hours on 4G
Okay, Any suggestions？ (Look at software engineer)
Software Engineer: I think the details that product manager figured out is basically
acceptable. It’s a big change for the new product, and as the heart of digital
equipment, the software section also need a breakthrough.
Product Manager：That’s right, no change no survive. (Finger point to SF)
Software Engineer: So, in order to make the new product be more competitive in the
cellphone market I suggest that we should use the Android operating system instead
of the Symbian system. Symbian is out of date compared with the Android which is
more smoothly in operation, developed, stable, open source, good compatibility.
Sales Manager: yeah, I must say amounts of clients complained that our current
system, Symbian, doesn't have a good-looking user interface. In the latest clients’
survey, 87% informants unsatisfied with our system, and more than half of them
suggested that we should throw away Symbian. As Xu mentioned android which
obviously has a better user interface is more acceptable by customer. According to
the information earned from sales market, I believe android system will raise our
sales and pull us out of this predicament.
Software Engineer: Lessons learned from the past can guide one in the future, it is
because of the Symbian operating system that Nokia lost its market to final bankrupt.
Director: Not bad and using the Android system will not increase our costs.
Product Manager：Indeed，Android system would be more appropriate. And what’s
your idea? (to hardware engineer)
Hardware Engineer: About the display，I think the capacitive touchscreen would be
better. Instead of the resistive touchscreen，the new technology can provides the
same or even better technical data. In general, the capacitive touchscreen could
provide high accuracy and high Touch sensitivity. With innovations that deliver higher
contrast, more accurate color at wider viewing angles, full sRGB color standard,
incredible brightness and white balance.
Software Engineer: What’s more, I think using capacitive touchscreen will be a good
choice，Based on the Android system, capacitive screen can support multi touch
gesture that familiar to using, would bring a better user experience.
Director：That sounds nice, and how much per piece of the capacitive touchscreen is?
Hardware Engineer: About 75 dollars per piece, 50% more than the resistive screen.
Director：What? The total cost will increase by 15 percent. No, it’s too expensive to
adopt it.
Product Manager: Sorry sir. But I think now we should pay more attention to
performance, rather than cost. We need to improve our mobile phone’s performance
to occupy the market, and then slowly to consider about cutting cost.
Sales Manager：Yes, there is another defect reflected by customers is regarding to the
terrible operability of the resistive touchscreen. In addition, our primary opponents
have already abandoned resistive touchscreen and used capacitive touchscreen
instead, and that is a serious reason we fell behind other companies. I think it is
high-time for us to step forward in spite of the cost, or we will be sifted out by the
market.
Director：Well，I compromise. Maybe you guys are right.
Product Manager: Deal. Anything more? (look at sale manager)
Sales Manager： Being the sales manager for the past decade, I think there are some
virtues we should keep up. For instance, it is generally accepted that our productions
are the stoutest ones in the market. I have met a customer who said his cellphone
fell off the floor and fissured the tile. However, there are issues to be solved. Many
customers suggested us to enhance our signal strength, they said our signal is not
stable enough. What is more, I have heard a lot complaints concerning our
production's stand-by time, I think we should do something to improve this situation.
Software Engineer: Maybe we can also design some software to improve the signal.
Hardware Engineer: OH, that’s what I will say, the new product will adopt the
distributed antenna to improve the signal to noise ratio. And, we will use the new
technology based on silicon to increase the battery capacity, the battery capacity will
be doubled. Since this technology is matured, so it will increase the cost of 2 dollars.
Director：It’s no problem. Just do it，remember，We were one of the best cellphone
companies in the world, and we once had the most popular production as well.
Surely we are facing an acid test right now, but under our efforts we will beat it.
Product Manager： That’s all, Thanks for your contributions. We can finish here.