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Windows Phone

By: Olivia, Trevor, Mike, JQ, and Lauren

Background information
Multinational tech corporation
specialized in products, software, and
game development.
Founded in 1975
Developed the Windows Operating
System, Bing, and Zune Music Player

Problems with Microsoft


Microsoft has failed to keep up the the
every changing technology market.
Intense pressure from iOS and Andriod,
both of which are established and
dominant.
Claims 3.5% of the mobile market

Problems with the Windows Phone


Lack differentiation between Apple IOS
and Android OS
Little incentive to upgrade
Underdeveloped apps

Purpose of Research
To discover why Microsoft Windows Phone
sales are not competitive with leading
brands in the smartphone market.

Focus Group Report


Conducted Sunday April 26th
8 participants
Majority of participants were college
students
All participants were familiar with
technology and owned smartphones

Qualitative Research
Extreme brand loyalty to Apple
o
o
o

I got my first iPhone at first because everyone


else did and thats what I knew how to use best.
iPhone is pretty simplistic. A grandpa can use
it. A child can use it.
I am currently using the iPhone 5 C. I like the
sleek slim design and the frequent iOS updates.

Qualitative Research
Lack of compatible operating system on
Windows Phone
o

Windows is written in C Sharp and Android is


written in Java. Many of the newest apps that are
being developed arent released on Windows
Phones.
The Windows Phone is like an old pair of velcro
shoes.

Qualitative Research
Switching to competing smartphone is
unlikely
o

I like the iPhone because it links so well with


my other devices. I think that would make it
really hard for me to switch to another form of
technology.
I would switch to another brand besides iPhone
only if the iPhone wasnt available anymore.

Qualitative Research
People Who Use Android/Windows
Phones Focus on Customization & Tech
o My boyfriend had a Windows Phone
and literally bought four of them even
after they kept breaking. He was so
loyal to using a Windows Phone.

Qualitative Research
Apps are a Driving Factor in Using
Smartphone
o I would literally be nowhere without
Google Maps.
o Snapchat and Instagram are my
favorite apps.

Survey Report
Conducted 125 paper surveys
Asked people on the street, friends and
family, coworkers etc.
More in depth questions about the
Microsoft Phone

Quantitative Research
Gained insight on why surveyors didn't
like the Microsoft phone
Asked people who had or used to have a
Microsoft Phone the survey questions

Analysis

Hardly any Apps available


Hard to Sync music and other devices
Hard to Update
The phone did have good camera quality

Most respondents in survey agreed this was a


positive attribute to the phone

Likes

Dislikes

Interests in Purchasing

$$

Purchase Time

Repeat Purchase

Camera Quality

High Storage

Easy to Use

Durability

Sleek Design

100 Points

Appendix

Usage

Technology

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Appendix

Cited Sources
Clark, Jeff. "Challenges Facing Microsoft." The Data Center Journal.
N.p., 10 Sept. 2010. Web. 09 June 2015.
Huddleston, Tom. "Microsofts Profits Dip despite Strong Cloud,
Phone sales." Fortune. Fortune Magazine, 26 Jan. 2015. Web. 09 June
2015.
Hughes, Adrian Kingsley. "Five Challenges Facing Microsoft in 2015 3 Page 3 | ZDNet." ZDNet. ZDNet, 15 Dec. 2014. Web. 09 June
2015.
Rettinger, Jonathan. "Microsoft's 4 Biggest Problems." The Huffington
Post. TheHuffingtonPost.com, 10 Oct. 2014. Web. 09 June 2015.
Rivlin, Gary. "The Problem with Microsoft..." Fortune Magazine. Fortune,
29 Mar. 2011. Web. 09 June 2015.

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