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Product innovation and management

Product innovation and management

his is a group assignment so i m take part in Q1

just write about Q1 so no introduction and conclusion are require

i will upload what we found. use that as a guide to write

you need to write the trend of each product segments
� Telecommunication services
� Phone devices
� Accessories

but in the end i would like to choose phone since it is the most potential

Markets � what does the competitive landscape for your product look like?

  • What are the main Product market segments
  • Who are the major competitors and what are their products
  • What are the trends in the types of products being developed and launched

Please note that you will NOT be coming up with a new product idea. This assignment is about
understanding the consumer, key influencing trends and creating the basis for ideation in
the front end of innovation

PLEASE read the instruction and follow the Marking Rubric


Product innovation and management

Product and target market

In this report, we have three classes of products for review: telecommunication services,
phone devices, and accessories. Each of these broad product categories has its own
characteristics and individual trends within each age group and target market. The target
demographic for these products is the baby boomers age group. The baby boomers demographic
refer to the people born between the years 1945 and 1960. This is a ready target market for such
products since they have the disposable income to afford such commodities, they are present in
social media, tech savvy, make purchases to improve their lives, they buy goods for both
themselves and others, and are responsive to hipster advertising approaches (Patel, 2017) . As
such they are a perfect market for the products of choice and can conveniently respond to
marketing and make purchases.

Markets – what does the competitive landscape for your product look like?

Main product segments

The main product segments for this analysis are telecommunications services, phone
devices, and phone accessories. For further analysis, however, the focus of this report shall be the
phone devices. The main reason for this selection is that the telephone devices as a product have
the greatest potential for growth in the target market of baby boomers (Deloitte Touche Tohmatsu
Australia Ltd, 2014) . In this regard, therefore, the expected growth, as well as the habits and

characteristics of the baby boomers present a great combination for the product of telephone

The target market for the chosen product (telephone devices), is baby boomers. It is
among the most attractive consumer segments for the choice product of telephone devices. The
demographics of the chosen market allow for the potential consumers to purchase the products
often. For instance, baby boomers are known to love technology and they will invest in the
products repeatedly (Deloitte Touche Tohmatsu Australia Ltd, 2014, p. 6) . Additionally, the baby
boomers will invest in not only themselves, but also others. The main beneficiaries of their
investments are the generations X, Y, and Z, who are mainly their children and grandchildren
through gifting of mobile phones (Patel, 2017; Deloitte Touche Tohmatsu Australia Ltd, 2014, p.
7) .

The trend in the telephone market in Australia has been one depicting a dwindling use of
feature phones and telephone booths. The decline of such telephone devices has, however,
resulted in the sharp increase in the uptake of smartphones (Market Line Advantage, 2017) . Such
trends have led to spectacular growth records, where the value of the mobile industry was at
$3,405.9 million in 2016. However, after the explosive growth over the past few years, the
industry is expected to grow at a decreasing rate. Industry estimates place the growth rate at –
1.9% for 2021 (Market Line Advantage, 2017) . However, customer desires and expectations that
directly target the baby boomers could shift this trend. A growth of features and innovations that
the baby boomers find helpful could offshoot the expected decline in growth trend in a different

Major competitors and their products

Within the mobile smartphone and other related devices segment, there is a notion of an
increased competition. However, trends and market data show that there are four major
competitors in the mobile devices industry: Apple, Sony, Microsoft, and Samsung (Market Line
Advantage, 2017) . However, for the target market of baby boomers, they are more inclined
towards the use of Samsung products as opposed to the preference for Apple phones as in the
case for the millennials (Deloitte Touche Tohmatsu Australia Ltd, 2014) .

Trends in the types of products being developed and launched

Over the years, trends in the mobile devices industry are coming together to prove a
unified theme for the mobile devices in the industry. For the most part, for example, there is an
increase in the screen size as well as the processing power and memory capacity of the mobile
devices. As such, there is an increase in the efficiency of such devices across the market.

(Deloitte Touche Tohmatsu Australia Ltd, 2014)


Deloitte Touche Tohmatsu Australia Ltd. (2014). Mobile Consumer Survey 2014: The Australian
Cut – Revolution and Evolution.

Last Name, F. M. (Year). Article Title. Journal Title, Pages From – To.
Last Name, F. M. (Year). Book Title. City Name: Publisher Name.
Market Line Advantage. (2017, March 28). Australia – Mobile Phones. \
Patel, N. (2017, April 26). Forget Millennials. 7 Reasons Why Baby Boomers Are the Ideal
Target Market.


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