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Part of the key findings, analysis and Recommendation

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1. Part II: Cognitive and usage of smartphone 2.2.1 Popularity of brand of smartphone in CityU Figure 2.2.1: Brand of smartphone Of those 562 smartphone users, 258 respondents (46%) are using Apple’s smart phone which is nearly half of the respondents. The following brand names are Samsung and HTC which have 109 respondents (19%) and 59 respondents (10%) respectively. (Figure 2.2.1)
2. 2.2.7 Importance of smartphone function Functions   Average  importance  score  of  all   users(  Full  marks  =  10  )   Smartphone  Fluency/  Speed  operation   Average  Score   “Easy  to  operate”   8.07   Appearance  (design,  colour,  sensitivity   7.96   Battery  durability   7.84   Diverse  application   7.76   Screen   7.70   Price   7.67   Brand   7.41   Qaulity  of  communication   7.23   Operation  system   7.21   Audio  and  video  entertaiment/qaulity   7.09   Support  messure   7.01   Weight   6.98   Recording  function   6.81   Memory  capacity   6.80   After-­‐sales  service   6.75   Ati-­‐theft  feature   6.49   Wireless  charging   5.27   Voice  navigation  system   4.75   Multiple  Sim  cards  slots   4.33   One  phone  two  operations  system   4.16   Finger  print     4.06   Variant  can  be  flexion   3.95   3D  projection   3.85   Table 2.2.7: Importance of smartphone function According to the 562 smartphone users’ rating, the average importance score of “smartphone Fluency/ Speed operation” and “Easy to operate” are 8.07 and7.96 out of scale 10,which are the top one and two between the functions; Moreover, “Appearance (design, colour, sensitivity)” and “Battery durability” are 7.84 and 7.76 which are ranked three and four. On the other hand, 3D projection got the lowest average score with 3.85. (Table 2.2.7)
3. 3.1.1 Relationship between male and female in choosing the brand of smartphone Figure 3.1.1: Relationship between Brand and Gender According to Chi-squared test, given that α = 0.05, p-value = 0.181 > α.Since  p-value = 0.181 > α,  do  not  reject  H0 .There  is  no  relationship  between  gender  and  brand  of   smartphone.  In  other  words,  gender  and  brand  of  smartphone  are  independent  with   each  other.   From the above figure, it reveals that most female and male are using Apple smartphones. Apple is the market leader in CityU students’ smartphone market. (Figure 3.1.1)
4. 5. Recommendation After collecting and analysing information from 586 smart product users, 4 recommendations are suggested to smartphone companies and 3 recommendations for tablets companies for smart products’ improvement. And we would like to sincerely ask all smart products manufactures to consider deeply in our recommendation. As a result, the smart product manufacturers can allocate a correct resource in the areas of their products, which their customers would like to improve. And by doing this, the difference between the expectation of smart products from university students and the manufacturer can minimize perception of them. - A. Smartphone 1. Investing more resources in improving the product design & make it be user- friendly Based on our table 2.2.3 “The user’s satisfaction’s part of smartphone” in findings, it clearly reflects that most of the smartphone users in CityU are satisfied in the appearance (58.9% of 562 students), easy to opearte (42.35% of 562 students), brand (42.35% of 562 students), screen(37.19% of 562 students), diveres application (33.63% of 562 students) of their smartphone. As smart product manufacturers who focus the short and long term development, we suggest them to keep investing and put more resources to improve the product design and make it be more user-friendly. For instance, it is highly suggested that the producer can add different features(Asian feactures, South-America feature…etc) in their smartphone and make it be stylish by providing different accessories on the phone. Moreover, like Apple, extending their app store and finding the superior screen resolution are also good suggestions to maintain and expand existing market. By doing this, the strenght’s of the products can be maintained and manufactors can crap the market of university student in Hong Kong. 2. Develop rechargeable accessories, changeable battery and increase the battery durability & consider market lower-price product According to our table 2.2.4 “The user’s dissatisfaction’s part of smartphone” in findings, it expressly viewed that the majority of the smartphone users in CityU were disatisfied in the battery durability (50.18% of 562 students) and price (28.29% of 562 students) of their smartphone. In order to survive in the smartphone market which supply is hugely more than demand, it is essential for smart product companies to keep finding ways to eliminate the weakness of their products to persuade the customer to buy their product. Therefore, we strongly suggest the smartphone producers to think about the problem of bttery durability and price. Develop rechargeable accessories, changeable battery and increase the battery durability were prime examples for them to consider. It is because WIFI/3G/4G is predicted to be more popular in the world.More and more consumers need stronger batteries to prevent offline. On the other hand, as the global 5. Recommendation
5. economy of all over the world is bad, the producer should take regard to this external factor and release some low-price products. 3. Having enhancement in camera, music, games, email-checking functions of the phones With reference to Chart 2.2.6 “The distribution of user’s time which had spent in the smartphone” and Chart 2.2.7 “The weighted common activities for user to do in using smartphone” in findings, it helps us to find that not only the users use smart phone for communication purpose but also use smartphone as a help tooler to have entertainment. And the time for non-call time is appoximately equal to the call time. In respect to this phonemeno, smartphone manufacturer are recommended that they should add more value in camera, music, games, email-checking functions to make the product be customer-oriented and alerting the resources, which have put in the less-important function. That is making the right product to the customer. 4. Redefine the mission and objectives of the R&D department & have more innovation in the product operation area In the table 2.2.8 “The importance rating of their smart phone function rated by users” in findings, we could see that the most important smartphone functions of the smartphone user’s are “Fluency” and “Easy to operate” by averaging the total scores of the users. It implied that the smartphone manufacturer should redefine the mission and objectives of the R&D department & have more innovation in the product operation area. For example, reform and attract more tablents enginneer to their companies, innovated faster CPU for their company and analysing how to have the best performance in duel core phone. Therefore, the companies strategic policy can be targeteoriented and shows the companies have a good understanding to their Hong Kong customers.