1. Windows Phone 8 “Beautifully designed, uniquely yours.” Pulak Mittal, James Lee, Sue Lim, Barbara Kim, Ran Geng, Jessica Chen

2. Social Professionals Age: post-college (25-30) Needs: convenience, speed, social integration Characteristics: success oriented, strong desire to stay connected, work-life balance, price sensitive Are they?

3. Self Loving Hipsters Age: college and young adults(18-23) Needs: customizability, phone to be a reflection of self, desire to share experiences Characteristics: does not conform to the mainstream, looking for the next big thing, individualistic

4. Positioning: Social Professionals Strategic Corporation Partnership Opportunities with corporations switching out of black berries and with corporations switching to the new Windows 8 platform Social professionals consider purchasing windows phone and perceive it as good as android Windows phone can facilitate and help social connection within the corporation Introduce apps like the “Wallet” which keeps all reward cards, coup and credit cards in one convenient place

5. Positioning: Social Professionals Business Corner Appeal to young professionals through pitching the Business Corner (parallel to Kids Corner) This allows multiple home pages to separate work-life from personal-life related tiles for better organization Takes the best of both worlds (no need to have a Blackberry and a personal phone) and retains connectivity for the young professional Windows Phone does not want to be perceived as a business only phone– emphasize that it can be catered to the consumer’s different life stages Other customizable corners available?

6. Positioning: Self Loving Hipsters Cool Functionalities Further push customizable live tiles to this group– this group values phones as a form of self expression Push on cool camera features like Nokia city lens and filters Emphasize SkyDrive and the convenience of uploading their individualized experiences to social media Pitch that xBox Music has a global catalog of 30 million songs and features Smart DJ playlists based on the music they love.

7. Positioning: Both Segments hulu Be on popular shows: Modern Family, Family Guy, Gossip Girl (for Business people) Be on trendy shows: Project Runway, new shows-pilots, retro shows (Tom and Jerry, Teenage Mutant Ninja Turtles) Further segment by functionality– “which ad experience would you prefer” I think you need to explain this better o have a better name Feature celebrity icons: social professional (Harvey Spectre), self loving hipsters (Adam Levine, Pentatonix) Create interactive ads: allow users to play around with Windows8 interface within the ad because data shows trying the phone increase favorability Create a more relatable storylineswhich continue throughout the show at every ad

8. Messaging: Social Professionals Janet is a young professional trying to develop her career. She is in meetings all day and has her Windows phone switched to business tiles only Janet stays at work until 11PM working. She does not answer non-business related texts and does not have time for her personal life With Windows Phone, Janet can have a work AND a personal life “room” (home page) to cater to her need to be a social connector while still maintaining professionalism She can call “best friend” and talk to her mom who is vacationing in Europe and maintain what is important in her personal life (maintain balance)

9. Messaging: Self Loving Hipsters Steve loves music. He often attends free concerts at the park and has a taste for all things indie (not a big fan of apple) He looks for an alternative phone from the Android. He chooses the Windows phone because it has high customizability. He fills his live tiles with things he uses and cares about most At the park concert, he and his friends want to take pictures they can Instagram. The WP will allow him to take consecutive shots and replace “I wasn’t ready” parts of the picture He can sync everything that he has recorded on his through SkyDrive and automatically post onto Instagram and Facebook for his friends who couldn’t make it to the concert

10. Thank you!

11. Appendix Qualitative Questions S.W.O.T. Analysis Quantitative Research Perceptual Map Secondary Research Ethnography Psychographic Analysis Correlation Analysis Chi-squared Analysis ANOVA Tests

12. Interviews – Qualitative Questions 1. What made you purchase this phone? / Why did you switch to this phone? 2. How much do you know about other smart phones / Why do you think your phone is better or different? 3. Can you show me some of your favorite features of the phone? 4. What is your primary purpose for your phone? 5. Take me through your day of how you interact / use your phone. 6. What features do you want in your next phone? / How would you improve this phone? Are there any key missing features? ---- show Windows Phone ----- 7. Has your perception changed about Windows phone? 8. What are some features of Windows phone that is interesting to you? 9. Would these features make you interested in purchasing this phone and why? 10. Would you be interested in purchasing this phone in the future? (after your contract is expired or when you need to change the phone) 11. If you saw someone with a Windows phone, what perception do you have about the person?

13. Class Qualtrics 87.6% MBA students were persuaded by friends or families when buying a new phone. 72% of undergraduate students were persuaded by friends or families when buying a new phone.

14. Interviews – Qualitative Results Summarized herehere

15. S.W.O.T. Analysis Strengths:  Compatible with other MS products  MS office 97% Market Share  User familiarity with MS products  Large amount of financial resources to sustain growth  Large customer base from X-Box Live Weaknesses:  Inability to market innovative products successfully  Rigid development parameters for 3 rd party developers  Still developing the app market Opportunities:  Large, nearly untapped Mobile Gaming Market  Existing Zune and previous Windows Mobile customers  High growth potential for business phone users  Super Bowl Ads Threats:  Bad reputation in smartphone market  Nintendo’s push into the Mobile Gaming market  Constant innovation from other OS models (iPhone & Android)  Conflicts with Google

16. Quantitative Research (MBA data)

18. How likely you would recommend your current phone to a friend or colleague? Average: 7.76/10

19. Quantitative Research (Survey data)

20. Quantitative Research There was plenty of interesting data in the quantitative research initially collected – MBA data and class survey data However, the implications of the data were rather bleak –Low purchase intention of Windows Phone OS –Low impression/favorability –Fairly low level of recommendation to friends And post-questionnaire survey data indicated that recommendation from friends/family is (one of) the most important requirements to switch to Windows Phone OS Some of our qualitative survey findings were more interesting for targeting and positioning strategies In order to get a better understanding of some of the factors we were interested in learning more about, we conducted our own Qualtrics survey (sample size 143)

21. Quantitative Research Overall distribution of our Qualtrics data

22. Quantitative Research Overall distribution of our Qualtrics data

23. Quantitative Research Overall distribution of our Qualtrics data

24. Quantitative Research Majority of these users had IPhones but the distribution of Apple users increased with the complementary products (ipad, ipod, mac).

25. Quantitative Research As seen in the previous slides, doing our own survey, and distributing it to our friends had one key drawback: –Skewed sample set! Thus though our research (explained on following slides) gave us much more interesting conclusions, we must take it with a grain of salt due to the homogeneity of our survey takers

26. Quantitative Research These respondents ranked Office Integration as the most important attribute of the phone. However, we wanted to research more into what their primary attributes are.

27. Quantitative Research Most important attributes of the Phone

28. Quantitative Research Second most important attributes of the Phone

29. Quantitative Research Third most important attributes of the Phone

30. Quantitative Research The main reason users switched phones was the termination of contract

31. Quantitative Research Our data says that 77% of our surveyors have heard of Windows Phone before.

32. Quantitative Research The overall perception of the Windows Phone

33. Quantitative Research Insight 1: Windows Phone has a multi-dimensional perception - “businessy”, fun, creative and tech savvy

34. Quantitative Research Interestingly, people who have not heard of the Windows Phone before have a perception that the phone is more Business Oriented. People who have heard of the Windows Phone have the perception that the phone is more Fun and Creative

35. Quantitative Research Insight 2: Non-smartphone, blackberry and android users are less loyal than iOS users to their original operating system

36. Quantitative Research Insight 3: Demonstrating the phone plays a significant role in driving consumers’ purchasing behavior Based on t-test and ANOVA analysis attached in appendix

37. Quantitative Research Insight 4: Techies are a main source of WOM influencers

38. Qualtrics for Perceptual Maps Data based on 146 respondents regardless of their current OS Consumers are asked to select their ratings for the speed, camera resolution, applications and convenience of all four OS’s

39. Perceptual Map The perceptual attributes are linear, making it a necessity to improve the consumers’ perceptions for all attributes Speed, convenience and camera resolution are under-perceived

40. With the low price advantage, Windows Phone has a higher marginal benefit to increase the perceptual attributes (e.g. speed, camera resolution) Windows phone has a disadvantage on the ACTUAL quality and quantity of applications Perceptual Map

41. Qualtrics Questions for Perceptual Maps

42. Additional Perceptual Maps

43. Secondary Research We conducted secondary research into the positioning of the competitors in the entire market Android –Advertisements are largely positioned as anti-Apple. –Wide range of devices, aiming at the entire smartphone market (diversity in price, feature set, etc), but no consistent branding of the OS. Blackberry –Catered to business needs. Seamless email synchronization, with a strong sense of professionalism and efficiency –Once a staple for business professionals. Now losing relevance, declining market share

44. Secondary Research Apple –Quality over price – lifestyle product for wealthy people –Positioned as a fashion statement –High degree of “control” over the experience from Apple Feature Phones –Market share largely based on price –No particular marketing positioning across non-“smart” phones –High degree of simplicity – targeted towards the older segment of the market

45. Ethnography We simulated the experience of a customer walking into mobile carrier stores with various consumer mindsets

46. Ethnography Consumer specifically interested in Windows Phone –Sales people only talk about “integration”, but don’t demonstrate –If interest in WP is indicated, sales people don’t push further and introduce more cool features to induce customer to BUY it –Don’t show people that they can edit Microsoft files, camera resolution, choices of colors –AT&T Features shown/mentioned: Live tiles, People, Nokia City Lens, offline map, sync with Windows 8 –Verizon Features shown/mentioned: Live tiles, People, integration with skydrive and Windows 8 Sales person reiterated that Windows Phone application market is not developed enough

47. Ethnography Consumer looking for any type of smart phone –Sales people are biased to what phone they like –Despite WP being a relatively new phone, sales people tend to push for more popular phones like Android or the iPhone –Don’t necessarily highlight the best qualities of the phone –AT&T Salesperson noted that WP was her favorite smartphone, but took her repeated probing for her to actually start talking about the Windows Phone. Salesperson specifically said that she would recommend “iPhone for beginners of smart phones” –Verizon Only briefly mentioned the Windows Phone before quickly switching to the Android phone. When asked favorite phone type: sales person answered Android phone. Spent the majority of the time explaining the variety of different Android phones.

48. Through Psychographic Analysis of class interview data, we determined 3 factors The 3 factors are the following: Psychographic Analysis

49. In order to confirm our hypothesis, we ran Psychographic Analysis on our own qualtrics, we determined 4 factors The 4 factors are the following:

50. Correlation Analysis We ran Correlation Analysis of the factors and users’ attitudes

51. Correlation Analysis However, the Correlation Analysis of the Qualtrics survey contradicted our hypothesis

52. Chi-Squared Analysis on Consideration (Consider Purchasing)

53. T-Tests on Purchase Intention

54. ANOVA on Purchase Consideration