1. MARKET RESEARCH 01.11.2010 Pasi Saukkonen Andrea Sarvia

2. Background – ADP A mobile schooling timetable for students ” The first mobile schooling timetable in the mass markets that students can download easily and access everywhere”

3. Research questions What is the macroenviroment we are operating? Is there demand for our product within university students? How much would students pay for our application?

4. Approach Macroenvironmental analysis Qualitative research User (customer) queries Distributed via social medias Conclusions with graphs Analyzed with GoogleDocs and statistical methods

5. MACROENVIRONMETAL CHANGE – Possibilities and Threats PoliticalEconomicalSocial Technologica l Ecologic OPPORTUNITY Students as customers and developres  states/towns/ institutions iniatives Our consepts universality Unlimited global markets Trend sensitive customers Lack of centralized schooling tt Less common timetables More difficult for students to master their time ”One have others want” phenomenon The future role of the mobile phone Universal supportive end-devices (Nokia phones) People move, data transfers THREAT No political barries Confined to Nokia First-mover Little recources Customers paiyng capacity Students abided by old habits Big diffusion threshold Too little supportive end-devices (in Fin.) Reluctance to adapt new tech.

6. COMPETITION ENVIRONMENT - THREATS AND OPPURTUNITIES CUSTOMERSCURRENT COMPETITORS POSSIBLE NEW ENTRANTS SUB-SUPPLIERS OPPURTUNITYGlobal Young and adaptive Prone to marketing Universal needs Cheap price Huge market Chance to sell our app to schools Low competition intensity (iTable) Not as effective user-experiences Only individual applications (no communal features) New things in big org. Do happen slowly First movers Cheap price Current ambition to compete relatively low Have not yet discovered the potential (the need) Become a leader in this market Optimal supply chain  From web directly to customer No external costs Ease of use Ads THREATStingy Unwilling to pay Passive without push (marketing) Student could find our app unuseful before try it Highly expertised and financed Huge resources Easy to copy and utilize the existing user base (big Corp.) Aggressive if succesfull Big Corp. Could make a better app and advertise it better Downloaded from OVI-store  Limited to Nokia phones (and certain models)

7. Analyzing Markets – findings 1/3 The use of mobile devices among young people has grown significantly Mobile phone’s purposes of use are to grow in the future Young people are apt to these changes

8. Questionnaire What kind of a mobile phone you have? Model? (leave empty if you don't know) Do you think that it would be useful to have an application in your mobile that would let you view and modify your school timetable in real-time? Would you download this application for 1 € or 2 € ?

9. Findings 2/3 85 responses of which 51% Nokia phones

10. Findings 3/3 Usefulness 79% Willing to pay 39%

11. Significance Cluster sample – each cluster representative of the population. Cost effective but needs larger sample to acquire the same level of precision Coverage, Nonresponse, sample and measurement errors

12. Significance Closeness to unknown population parameter can be estimated calculating the confidence interval Stated in terms of level of confidence Level of confidence: 95% Formula Population parameter (intrest to our product) with 95% certainty lies in between the (73%, 84%) Correspondingly the willingness to pay (1€ or 2€) with 95% certainty in between (29%, 49%)

13. Benefits of our research Convincing results for our case company  They started to believe in our product Good – even not perfect – price indicator There is actual demand for our product in the markets

14. Learning experience Showed the usefullness of internet distributed queries (cheap and effective) Social medias excellent channel to distribute queries However, surveys confidentality must be argued Statistical methods useful in analyzing Case companies find market researches and figures important