Table of Contents

1 Executive summary 3

2 Summary description of the organization - SONY 5

3 Macro-environment Analysis 6

3.1 Demographic environment 6

3.2 Economic Environment 6

3.3 Technological Environment 6

3.4 Natural environment 7

3.5 Political environment 7

3.6 Cultural environment 8

4 Segmentation, targeting and position 9

4.1 Segmenting 9

4.2 Targeting 10

4.3 Customer behavioural patterns 11

4.3.1 Cultural 11

4.3.2 Social 11

4.3.3 Personal 12

4.3.4 Psychological 13

4.4 Positioning statement 13

4.4.1 Product idea 13

4.4.2 Product concept 13

4.4.3 Product image 14

5 Marketing mix strategies 15

5.1 Product 15

5.2 Pricing 16

5.3 Promotion 17

5.4 Place 18

6 Conclusion 20

7 Appendix 21

7.1 Product specification 21

7.2 SWOT Analysis 25

7.3 Concept Testing 28

7.4 Figures 29

8 Reference 45

8.1 Information Reference 45

8.2 Website Reference 51

2

9 Bibliography 53

3

1 Executive Summary

SONY has been promising customers with our brand message ‘make.believe ‘, which

is to turn creative ideas into reality. With regard to our brand spirit, SONY is now

going to launch a newly designed headphone massager, ACUE.

ACUE serves as a portable massager that is combined with headphone, which aims

to soothe the tiredness caused by intense use of smartphone at the same time with

music enjoyment. It mainly targeted those health-conscious smartphone users.

Not only do we inspire customers with advanced and innovative electronics products,

we also do best in delivering satisfaction to them. Our product will be available in the

4 SONY stores, 37 authorized retail shops as well as SONY Online store to ensure

customers can easily get access to it.

In consideration of introduction stage of product life cycle, the price will first be set at

$999 for ACUE and reduced it to $799 when a newer model in our product line

‘Rhythm’ is launched. Besides, different promotional pricing strategy will be adopted

to stimulate sales.

Last but not least, for the promotion of ACUE, we will be posting advertisements in

form of print, outdoor and internet. Several sales promotions will also be used to

encourage purchase. In order to obtain publicity, emphasis has also been put on public

relations. Besides, a contest that held through Facebook will be our highlight

promotion.

With the comprehensive planning in our marketing strategies, it is believed that

4

ACUE, as a pioneer of our new health-product line ‘RHYTHM’, will be widely

welcomed as well as building profitable customers relationship successfully and

continuously.

5

2 Summary description of the organization - SONY

After establishment on May 7, 1946 in Tokyo, SONY set up comprehensive branches in

many other cities, including Hong Kong. It is a well-known innovative organization, it

creates many products which are always welcome by the users. SONY has changed its

Chinese trade name in Hong Kong to 索尼香港 starting from 1 April 2009.

SONY is a large-scale enterprise representing a business combination of electronic

products, computers, mobile phones, games, movies and music production. SONY

aims to fully leverage uniqueness in aggressively carrying out our convergence strategy

in order to bring emotionally touch and excite to customers. (Website12)

6

3 Macroenvironments

3.1 Demographic environment

The post-60s to 80s are equipped with high purchasing power as most of them fall in

the working force and they contributed much to the private consumption expenditure.

With a low fertility rate 1 (website1), households are having small family size with

small number of children. The parents are therefore willing to spend on their only child

and the post-90s to 00s, and the tech-happy young generation (Figure 1) can afford to

buy digital devices, this group is looking for innovative and smart design. The post-

90s and 00s are tech-savvy, in which they can easily learn how to use our new product.

3.2 Economic Environment

Hong Kong has a high standard of living, with an estimated of $45,600 GDP per

capita –in 2010, showing residents have high consumption expenditure with strong

purchasing power. (website3)

Due to the economic downturn, (website7) citizens are looking for more benefits by

paying a lower cost, we aim to serve our customers with greater added value with

fair price under the concept of value marketing.

3.3 Technological Environment

In 2011, an estimated of 35% among all mobile phones users are using smartphones.

(Reference1) The advanced technology of the mobile phone has created skyrocketed

1 Birth rate 7.49 births/1,000 population (2011 est.) (ref.3a)

7

sales for legendary companies, like Apple, Samsung and HTC.

Customers can make use of their smartphones to operate ACUE – it is operated by

simply plugging the device into the port of smartphones, and controlled through an

application which is available on Apps store or Android.

This technology can greatly decrease our cost as a physical remote control is not

required, making our new product more practical and affordable.

3.4 Natural environment

In this few decades, awareness on environmental protection of general public has

increased. There is a law2 (Reference2) (website10) requires producers of electrical

products to make environmentally friendly package design and go through Life-Cycle

Assessment (LCA) of the environmental impacts.

In HK, there is a "China RoHS Compliance Support Programme” funded by TID3 and

SME4 to acknowledge local producers and manufacturers about RoHS and to keep pace

with China. However, it may raise our development time and production cost of our

products.

3.5 Political environment

Laws and government regulations, such as Trade Descriptions Order (Provision Of

Information On Regulated Electronic Products) (Reference3), on electronic products

are set up to protect our society. Accordingly, inspection, repair and maintenance of

2 The law: According to the Restriction of the use of certain Hazardous Substances (RoHS) in electrical and electronic equipment in China (Reference2)(website10)3 TID4 SME

8

products have to be available in more than one place. As a result, we have to provide

sufficient customer service centers for customers to approach when defects of ACUE

are found.

3.6 Cultural environment

Nowadays, secondary cultural values place an important influence on society. In

Hong Kong, under observation in environment around us like MTR and news report,

there are upsurges of people who are indulged with smartphones. But smartphones also

lead to many health problems.

According to a news report5 (Reference4), people nowadays have high awareness on

health. Due to the cult-like trend of smartphone users and the related health

problems, ACUE is designated to satisfy needs of customers.

5 According to a survey conducted in the news report (Reference4), about two-third of interviewees showed ‘concern’ or ‘very concern’ on their health.

9

4 Segmentation, Targeting, Positioning

4.1 Segmentation

People with muscular fatigue are the main targeted customers in massager industry.

We divide the large market into smaller ones by these people’s income, age and

loyalty status.

Demographic Segmentation

Income Segmenting

Customers with different incomes will set different budget on health care expense. The

market can be segmented into the upper class (income>$30,000/month), middle class

($15,000<income<$30,000) and lower class (income<$15,000) (website11).

Ag e Segmenting

Customers at different ages will have different levels of purchasing intension towards

health care products. The market can be segmented into two main age groups, which

are teenagers and adults.

Behavioural Segmentation

Loyalty Segmenting

As there are other brands offering health products of similar aims in the market,

people’s purchase decisions may be affected loyalty status towards brands. The

market can be segmented into two groups which are My SONY members and non-

members.

10

4.2 Targeting

As a fashionable and innovative brand, we are targeting the middle class with fast pace

lifestyle, enjoy using smartphones for multi-tasking and prestige and want to use

massage device for relaxation. We are also targeting the My SONY members who

have higher level of loyalty.

11

4.3 Consumer behavioral patterns

4.3.1 Cultural

It is more common for people to use electronic appliances due to the technology

advancement, the retail sales value of electrical goods has increased 6 (Figure 2).

Moreover, people nowadays are more health conscious. These two reasons reveal why

they are now more willing to invest in health care electronic products, like ACUE,

that help to ease aches and prevent the deterioration of health from fatigues.

People in the same social class exhibit similar buying behaviour. For instance, the

middle class, who is the relatively affluent group with good academic background,

always wants nice and fashionable things.

4.3.2 Social

Consumers’ behavior is always affected by many small groups.

Peers and colleagues of an individual are examples of the membership groups. Their

positive reviews of ACUE will very likely influence that individual to buy our

products. The person may simply go with the tide and buy the goods in trend.

Bloggers and artists are examples of opinion leaders, we will be inviting them to try

out and help promoting ACUE, and this will exert certain influences on customers.

Family member is also a social factor that affects buyers’ behavior. Buying roles are

6 According to the Census and Statistics Department, the retail sales value of electrical goods has increased from $2,352 million in October 2010 to $24,604 million in September 2011 (Figure 2)

12

changing throughout years. There is an increasing trend for women to have

technology purchases and children to participate in a family purchase decision. 7

(Figure 3). Considering these factors, providing ACUE with multicolour and

including entertaining element, which is the music function, can surely boost its

sales.

4.3.3 Personal

Nowadays, technology changes with each passing day. ACUE will be provided with

different colours and made by different materials to attract different age groups and

different occupation groups. Labour wages have been increasing in general 8 (Figure

4). Moreover, the unemployment rate has also decreased 9 (Figure 5).

Hong Kong is a bustling city, aspiring after new electronic products and better brand

names are common for people nowadays. Both the average consumption prices and

value index of total retail sales increased 10 (Figure 6), which show people are willing to

spend more on consumer products.

Personality also reflects their buying behavior. Many people put great emphasis on

enjoyments and they are willing to pay a premium for products and services with

higher quality.

Psychological

7 According to a survey by the Nielsen Company, a family spends an average of HK$3,000 on each child per month, in which entertainments cover the third highest among all expense items (Figure 3)

8 wages increase by 8% in March 2011 compared with the same month in the year before (Figure 4)

9 Unemployment rate decreased from 2.4% in September 2009 to 1.7% in September 2011 (Figure 5)

10 According to Census and Statistics Department, the average consumption prices in Hong Kong increased by 2.4% in 2010 comparing with that in 2009. In addition, the value index of total retail sales from September 2008 to September 2011 has also increased from 80 to 120 (Figure 6)

13

According to the Maslow Hierarchy of Needs, ACUE can bring our customers

physiological and safety needs. When people suffer pain from the prolong works

using computers, it enables them to seek instant relief and ease their pain. Moreover,

ACUE has an infrared function that helps customers to enhance their blood

circulation and metabolism. 

SONY has a good image and is awarded a prize11 by the Media & TNS. Also, our

brand is reputable for making light products. ACUE is not only light but also

portable, it suits today’s society as people prefer products that are handy. Moreover,

ACUE is innovative and intriguing as it is operated by smartphones.

4.4 Positioning statement

To health-conscious smartphone users who love innovative and multitasking

electronics products, ACUE is the all-embracing massager that provides you

simultaneously a pampering head massage and high-quality music enjoyment

wherever you are.

4.4.1 Product idea

SONY is going to launch a brand new headphone-liked massager which can soothe

tiredness caused by heavy use of smartphone.

4.4.2 Product Concept

We can develop 4 concepts for ACUE:

Concept 1: A moderately priced headphone massager.

11 The prize named “one of the Asia-Pacific's Top 1000 Brands”

14

Concept 2: A health-oriented massager with an affordable price to health-conscious

smartphone users.

Concept 3: A multitasking (massage+ music) massage device which is convenience for

the fast life pace HK citizens and music lovers.

Concept 4: A portable massage device with innovative design appeal to those fashion

lovers.

Among the 4 concepts, concept 2 will be chosen.

(For more details in Concept Testing, please refer to Appendix 7.3)

4.4.3 Product image

Customers can perceive ACUE as a health enhancing, convenience as well as user-

friendly music head-massage device which enables them to multitask.

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5 Marketing m ix strategies

5.1 Product

Core

benefit

Enhancing health, relieving tension by music and massaging as to

improve blood circulation.

Actual

product

Having shiatsu to press on the acupuncture point of the head (An

application in smartphone will be launched; it includes detailed

acupuncture massage benefit and health information)

a portable device control by customers’ smartphones

SONY’s trendy design

Environmentally friendly packaging (recycle paper box)

16

High quality turbo

Augmente

d product

Installation service of the application on smartphone

one-year warranty

After-sale service through customer service centre

(please also refer to the product specification in appendix 7.1)

Our massager is a shopping product, it requires shopping effort for comparisons and

we have selective distribution in different outlets, we focus on advertising and personal

selling.

The SONY’s new massager differentiates itself by having connections with

smartphones and music hearing features, as a precedent for producing a product with

this combination, it also provides trendy design and user-friendly control platform.

For branding, we have a brand new massager’s product line for SONY named

RHYTHM and ACUE as our product name. We are consistent in giving light and

innovative products.

The company is under stretching for product line decisions, we are creating a new

line of electronic health care products in SONY.

5.2 Pricing

We will use market-skimming as our new product pricing strategy – the price of this

product will be first set at $999, when a newer model is launched the older one will be

charged at $799.

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For the price-adjustment strategy, we will use the segmented and promotional

pricing.

Under the segmented pricing, we will further use the customer-segment and time

based pricing - in the first three months after launching ACUE, customers buy other

SONY products over $2000, a half-price discount on ACUE will be offered. A 20%

discount will also be offered during Festivals12.

For the promotional pricing, by registering as My SONY (premium) members,

warranty policy will follow the existing policy of SONY13. If they are not My SONY

members, customers can pay for the warranty extension by applying in our online

system Purchase Extended Warranty (Figure 7).

5.3 Promotion

For advertising, we will be posting advertisements in the webpage of SONY,

magazines and billboards (Figure 8). Also, pamphlets will be distributed to customers

in retail stores and booths.

For direct marketing, not only will we sell ACUE in retail stores, they will also be sold

in booths we set up in few shopping malls. Moreover, we will be sending emails to

My SONY members to update them with the news of this product.

For sales promotion, point-of-purchase (POP) displays will be used – in some retail

shops, there will be POP soft signage such as window displays and floor decals of our

12 Christmas, Chinese New Year and Easter

13 Customers can enjoy an additional 3-month extended warranty, which is free of charge, on top of the 1-year warranty.

18

product, and also other POP displays like counter cards which are stand up displays on

counters.

A contest will be held – after trying out ACUE in our retail shops, people can post

photos of them wearing ACUE on Facebook (Figure 9). The first fifty people with

most “Likes” can win the competition with the headphone as the prize.

We will encourage the purchase of our product through the contractual cooperation with

Groupon (Figure 10), which is a collective buying website2.

For public relations, we will be doing sponsorships such as sponsoring artists

through the provision of ACUE. This will be a means of promotion since many people

will blindly follow and buy what the artists use. In addition, bloggers will also be

sponsored, hence blogs and YouTube (Figure 11) also serve as the platform for

promotion.

The promotion mix strategy used is pull strategy, which is to build up consumer

demand for this new product through advertising and consumer promotions.

5.4 Place

SONY, which is a large scale company and a reputable brand, practices multichannel

distribution system with 4 SONY stores in the bustling areas - Causeway Bay, Tsim

Sha Tsui, Mongkok and Sha Tin, and it also has 37 authorized dealers distributed in

different areas in Hong Kong (Figure 12)

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Customers can contact us through our hotline or visit our Customer Service Centres for

any repairs & warranty enquiries (Figure 13).

SONY distributes its products and services in an indirect channel, that is, Channel 2 in

the Consumer marketing channels:

Moreover, the SONY Online Store provides customers the full product catalogue

with detailed product features, the price of different products and the ordering

privilege. SONY also tells customers the nearest retail store through the internet in

order to help customers to buy the SONY products as fast as possible.

20

6 Conclusion

With the ability to turn ideas into reality and Sony’s history, ACUE will provide a

unique, intimate delectation to the world. The brand personality of Sony is fully shown

by the power of creativity and the belief that everything imagined by the customers can

come true. ACUE will perform different functions, mainly massaging to all customers

and they will definitely lie in a cosy situation when using ACUE. We believe that

ACUE can gain profits to Sony and will become popular in Hong Kong.

21

7 Appendix

7.1 Product Specification

Name of the

product line

RHYTHM

(to emphasize the rhythm and intensity of massager by our

whole product line which can provide relaxation)

Name of the

product

ACUE

(the massager mainly focuses on the massage on acupuncture

point and ACUE is the short form of that)

Product type Massage device with music hearing function

Appearance and

price

Material: Plastic (colour: red, blue, yellow, purple, white, black)

$999

Leather (colour: brown, black) $1,199

Ear-piece design Over-the-head

Voltage 220 V / 50 Hz

Power 100 W

Electric Current 5.0 A

Warranty Term 1 Year

Mass 0.5 kg

Use on parts of

body

Flexible Headphone, close and comfortable contact with the

22

head (1)or neck (2)

Function:

Massage System

Focuses on the acupuncture point [穴道]of the head and

infrared function as to relief tension and improve blood

circulation

It can massage the most important acupuncture point of the vital

arteries called [百會] (3)

(reference 5) which is on the peak of the head by shiatsu [指壓].

Once it is massaged, all the arteries will be smoothed and felt

relaxed.

Giving a comfortable massage with the aching muscles on the

23

neck.

Enjoy customers’ favorite music with relaxation

Means of

operation

Connections of an electric wire to the plug-in of smartphones’

headphone port

control through an application of smartphones

(The application is available on the Apps Store by Apple,

Android Market by Google, and Samsung Apps by Samsung)

(can select through a simple interface on smartphones,

can choose different programmes for both head and neck with

different

1. intensity

2. massage duration

3. frequency of the movement of the device)

The application provides information of health hazard in using

smartphones, acupuncture massage benefit, operating

instructions.

The application is free of charge to download and act as a

platform to attract our potential customers

Target group Smartphone users

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Photo source:

(1)http://us.cdn2.123rf.com/168nwm/seannel/seannel0510/seannel051000261/258456-business-woman-

in-formal-black-suit-with-headphones-on-her-head--copy-space.jpg

(2)http://www.istockphoto.com/file_thumbview_approve/4710605/2/istockphoto_4710605-headphones-

around-neck.jpg

(3) http://www.21nx.com/c/am/xue/baihui.html

25

7.2 SWOT analysis (Strengths, Weaknesses, O pportunities, Threat)

Strengths

Brand: SONY is the most established brand both in Hong Kong and Worldwide.

Customer loyalty: Customer has confidence to use SONY’s product.

Innovation: ACUE is an innovative product that market does not have the same idea.

R&D: Strong research and development team to generate innovative products.

Capabilities: SONY is definitely capable to develop newly designed products with

built-in light soft music capabilities.

Quality: SONY has established high quality product line before.

Design: SONY has strong design matches with customer need.

High technology: connect to use with smartphone with Apps.

Pricing: affordable for target customer.

Place: Existing extensive distribution networks for selling newly created products.

On-line resources: share of existing SONY Online store in promotion using internet.

Weaknesses

PLC: short product life cycle for electronic product.

Headphone-like: massager with headphone cannot be worn for long time.

Business segment: staff cannot wear our product in working place in which it cannot

expand to business segment.

No database: There is no existing user and database for using this new product.

Opportunities

Health conscious: people aware more of health conscious will create business

opportunities

Generate Trend: life style trend can be generated to use headphone-liked massager

26

Gain premium: premium can be gained for newly created product

Product development: strong research and development team of SONY can develop

better product after initial launch.

Internet sales: internet sales can be expanded to sell around Asia countries outside

Hong Kong.

Export to China: product may export to sell in great China market from Hong Kong.

Threats

Strong competition: strong competitors like Osim and German Pool will enter this

market segment and join the competition very soon.

Decreasing prices: once competitors produce similar product, price will be decreased.

Environmental concern: electronics product will generate more electronics garbage.

Competitor Model Feature Price

OSIM uCrown PRO OS-3510 air pressure massage; vibration massage;

heat features; built-in soul music; power

input by 4 AAA size cells

$1200

OTO e-Halo Wireless remote; air pressure massage;

vibration massage; targeted therapy

through acupressure points; power input by

charging

$1680

27

Competitor’s current information

Source of competitors’ information

http://www.dcfever.com/trading/view.php?itemID=474875

http://www.osim.com.tw/product/ucrown.html

http://www.oto.com.hk/hk/tchinese/product.cfm?productid=631E70F6-1A64-6F37-E457B855985AB1D

Conversion strategies

Convert from weakness to strength

In order to convert our weakness to strength, SONY possessed strong research and

development team to generate better massager product and faster than competitors after

our initial launch of ACUE although facing short product life cycle.

Convert from threat to opportunity

SONY has the ability to convert its threat to opportunity by means of returning

electronics garbage product and recycling to use in future.

28

7.3 Concept Testng

A questionnaire is designed and will be sent to members of “The SONY”, who have

made purchase on Sony Ericsson smartphone, according to the contact information in

our database.

Concept: A health-promoting, user friendly and versatile headphone massager that

can be carried to anywhere together with customers’ smartphone. This up-to-date

design provides a cutting-edge performance for customers. It is the first headphone

massager being introduced to the existing market and it is priced at $999 and $1,199.

Questions for ACUE Concept Test:

1. Do you know the concept of ACUE?

2. What do you think you can benefit from the use of ACUE?

3. What do you think are the advantages of ACUE over other head massager device

that existing in the market?

4. What do you think about the price of ACUE?(EXPENSIVE/MODERATE/CHEAP)

5. What improvement in the design as well as function would you suggest?

6. Would you buy ACUE when it is launched?(YES/PROBABLY/NO)

29

7.4 Figures

Figure 1

Nielson, Hong Kong

http://hk.nielsen.com/news/20110127.shtml

According to Nielsen Media Index, text messaging tends to be the key mobile phone

activity for youths in Hong Kong.  As many as 59 percent of Hong Kong youth use

their mobile phones for text messaging  followed by listening to music (45%) and

taking photos (42%). There are signs of a significant opportunity for the mobile

platform to enhance the usage of the mobile phone for browsing, downloads, email and

video when comparing to the adult population and other markets.

30

Figure 2

Report on Monthly Survey of Retail Sales, Issue of September 2011, Release Date:

1.11.2011, Census and Statistics Department

http://www.censtatd.gov.hk/products_and_services/products/publications/

statistical_report/commerce_and_industry/index_tc_cd_B1080003_dt_latest.jsp

31

Figure 3

Release Date: August 19 2009

http://hk.nielsen.com/news/20090819.shtml

32

Figure 4

Wage and payroll statistics for June 2011, Release: 26.9.2011

http://www.censtatd.gov.hk/hong_kong_statistics/

key_economic_and_social_indicators/index.jsp#labour

33

Figure 5

Hong Kong Economic Trends, 2011 Issue No.21, release date 15.11.2011, Census and Statistics

Department

http://www.censtatd.gov.hk/products_and_services/products/publications/

statistical_report/general_statistical_digest/index_tc_cd_B1010001_dt_latest.jsp

34

Figure 6

Report on Monthly Survey of Retail Sales, Issue of September 2011, Release Date:

1.11.2011, Census and Statistics Department

http://www.censtatd.gov.hk/products_and_services/products/publications/

statistical_report/commerce_and_industry/index_tc_cd_B1080003_dt_latest.jsp

35

Figure 7

36

Figure 8

37

Figure 9

38

Figure 10

39

Figure 11

Figure 12

Store Address

Hong Kong

1) SONY Store

16/F, East Point Centre, 555 Hennessy Road, Causeway Bay

40

T 28820101

Kowloon

2) SONY Store

9/F,

Wai Fung Plaza, 664 Nathan Road, Mongkok, Kowloon.

T 28820101

3) SONY Store

Shop 309, Level 3,

Ocean Centre, 5 Canton Road, Habour City, Tsim Sha Tsui, Kln.

41

T 28820101

New Territories

4) SONY Store

Shop No.615, 6/F,

New Town Plaza, Phase 1, Shatin

42

Authorized Dealers

1) 2C Company Limited

2) AV Life Limited

3) Advance Multimedia Company Limited

4) Auto Extra Shop

5) Broadway Photo Supply Limited

6) Cheung Mao Kee Electrical Company Limited

7) Chung Yuen Electrical Company Limited

8) Delon Photo & Hi-Fi Centre Limited

9) Digi Company

10) Digital Computer

11) Fortress

12) Foto Nice

13) Future Auto Accessories & Audio Company

14) Gome Home Appliances (HK) Limited

15) Hong Kong Best Denki Company Limited

16) Hong Kong Suning Citicall Appliance Limited

17) JUSCO

18) Jinlong Electrical Supermarket Limited

43

19) Kam Lung Hong Trading Company

20) Ko Io (International) Group Company Limited

21) Lam’s Car Stereo

22) Life Electric Limited

23) Lua Da Prata

24) New Taohan Department Store

25) Nuance-Watson (HK) Limited

26) PC Micro System

27) SOIN

28) Sky Best (Hong Kong) Limited

29) Standard Audio & Photo Supplies Limited

30) Sunlight Car Stereo Company Limited

31) Sunny Trading Company

32) Tai Peng Radio & Electrical Company Limited

33) Tung Yuen Electrical Company Limited

34) Universal Audio & Video Centre

35) Win K. Electronics Company

36) Wing Shing Photo Supplies Company Limited

37) A3 Holdings Limited

44

Figure 13

45

8 Reference

8.1 Information Reference

(reference 1)

Google Survey of Mobile Internet and Market Trends For Hong Kong and Asia

Pacific - StartupsHK

http://blog.startupshk.com/google-survey-of-mobile-internet-and-market-t

Some interesting data from Google and mobile users for HK that we wanted to share!

1. This is the first global smartphone user survey to compare user habits in 30 markets

●     At the beginning of this year, Google partnered with Ipsos Research to conduct a global research

survey of smartphone usage, which covered thirty markets around the world (including 11 in the Asia

Pacific region) and gathered over 30,000 sample responses.

●     This survey is the largest of its kind and covers the largest number of smartphone users surveyed at

any one time using the same standards and methodologies to explore the user habits of smartphone

consumers around the world.

●     This is the first survey in history to compare the user habits of smartphone users in different markets.

●     In the near future, we will post the results of this survey online for the benefit of developers,

government, R&D professionals, smartphone sellers as well as anyone who is interested in this valuable

data, helping them better understand how smartphones are being used.

●     This survey was conducted between March and July 2011 in 30 different markets.

2. Survey Data Shows: clear and rapid growth among smartphone users in Hong Kong

●     Currently, 35% of all mobile phone users in Hong Kong use smartphones and, of these, 63% are

first-time smartphone owners.

3. Smartphone users in Hong Kong use their devices anywhere, anytime

●     Hong Kong smartphone users use their phones mostly at home and at work with 63% and 56% using

their devices at these respective locations over the period of seven days. This is counter to the assumption

that most people use their smartphones ‘on-the-go’ (55% in Hong Kong).

●     While using their smartphones, people in Hong Kong also use other multimedia apps and functions.

Among others, they mostly listen to music (54%), read newspapers or magazines (46%), watch television

programs (41%), use the Internet on other Internet enabled devices (32%), read books (27%), watch

movies (26%) or play video games (19%).

4. Smartphone touches every aspect of our daily lives today (search, video, social…)

46

●     Smartphones have become a must-have accessory in Hong Kong and users use their smartphones

most frequently to search, watch and share video clips or visit social networking sites.

●     About 56% of smartphone users use their mobile phones to search every day, a number that is close

to the percentage of people who search on PCs (81%).

●     29% of users watch or share video clips.

●     Smartphone users in Hong Kong love sharing information on social networking sites. 57% visit

social networking sites on their smartphones; 41% of users visit social networking sites every day, a

number that is very close to the percentage of people who visit social networking sites on PCs (43%).

5. Enormous mobile opportunities for advertisers, businesses, and developers in Hong Kong

 ●     In Hong Kong, 26% smartphone users indicated that they notice mobile ads all the time or most of

the time; 78% of users have previously noticed mobile ads on their smartphones.

●     Out of the 78% users who have noticed mobile ads, 47% of users said that they notice mobile ads

mostly while they are on search engines via their phones. Another 40% and 22% said that they had seen

them in apps or while on video websites respectively.

●     37% of Hong Kong smartphone users have intentionally used their smartphones to compare or learn

about products.

●     22% of Hong Kong smartphone users said that they changed their mind about purchasing a product

as a result of information they gathered using their smartphones.

(Reference 2)

TID SME Development Fund Project "China RoHS" Compliance Support

Programme

(Chinese Only)

協助電子電器業中小企符合《中國 RoHS》的支援計劃

 

香港電器製造業協會及香港生產力促進局已獲香港特別行政區政府工業貿易署中小企業發展支援基金撥款資

助，推行一項為符合《電子信息產品污染控制 管理辦法》（業界常稱為《中國 RoHS》）要求的全方位支援

計劃。此計劃由香港電器製造業協會負責，並由香港生產力促進局及深圳市華測檢測技術有限公司協 助推

行。

本計劃旨在協助中小企業透徹理解《中國 RoHS》的要求，鞏固他們對符合路徑及方法的知識，並汲取最新

發展及要求的資訊。

我們將會舉辦一系列的研討會、工作坊及考察團等活動，並設立熱線為業界解答疑問。我們會定期於網上刊

載最新資訊，更會編制及派發指南，讓企業緊貼法規的發展，以便作好應對工作。

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http://www.gmn.hkpc.org/en_quicklink.asp?id=10

(reference 3)

Regulated Electronic Products

The Trade Descriptions (Provision of Information on Regulated Electronic

Products) Order, Chapter 362O, Laws of Hong Kong imposes requirements on

the sale of the following five types of popular electronic products:

o digital audio player;

o digital camcorder;

o digital camera;

o mobile phone; and

o portable multimedia player.

A retailer of any of the regulated electronic products shall issue to a buyer at the

time of supply, an invoice or receipt and retain a copy of that invoice/receipt for

not less than 3 years from the date of issue; and the invoice or receipt shall

contain:

o the full name and address of the supplier;

o the price of the product;

o the date of supply;

o the brand name of the product;

o the model number of the product (if any);

o details of after-sale service of the product whether it is free of charge or

not available, place and period of availability and identity of provider;

o the place of manufacture of the product, or, if such information is not

known to the retailer, a statement to that effect; and

o the features and specifications of the products as prescribed in the

Schedule to the Trade Descriptions (Provision of Information on

Regulated Electronic Products) Order, Chapter 362O, Laws of Hong

Kong.

A retailer selling the regulated electronic products is also prohibited from:

o making false representation regarding after-sale service and warranty for

the goods; and

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o giving misleading price indication for the goods that does not include

certain basic accessories.

http://www.customs.gov.hk/en/consumer_protection/trade_desc/electronic/

(Reference 4)

港台嶺大聯合進行調查展示香港人的健康態度

發稿日期：2004-03-05

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嘉兒、黃宗澤亦有出席發佈會，以切身經驗談談調查結 果。

「精靈一點-香港人健康態度調查」發佈會的精彩過程已於昨日(三月五日)在香港電台第一台(FM92.6-94.4)及香港電台網上廣播站 (http://www.rthk.org.hk)直播。「精靈一點」由邵國華、葉韻怡及李思維主持，逢星期一至五下午一時至三時，在香港電台第一台及港 台網頁同步直播。節目亦存載於港台網頁，歡迎網民隨時重溫。

http://www.rthk.org.hk/press/chi/20040305_66_119795.html

玩平板電腦 「頭耷耷」易偏頭痛

專家建議市民每玩數分鐘電子產品，應該停一停及做頸部運動。Apple iPad、Samsung Galaxy Tab 等平板電腦風行，令一眾沉迷的本港上班族，經常不自覺長時間「頭耷耷」工作及玩遊戲，疑引致近期偏頭痛求診個案趨增。有 IT 人士每日逾半時間用電腦及平板電腦，因而引發偏頭痛，半夜更經常痛醒，需要求診。

頭頸常前傾 拉扯頸部傷肌肉

港大內科學系腦內科教授張德輝解釋，平板電腦用家的頭頸經常長時間向前傾，令頸部肌肉維持向前拉扯的狀態，引致肌肉抽緊、疲累之餘，游離出的乳酸亦有機會引致偏頭痛。

香港執業脊醫 協會主席陳允灝指出，「i 產品」導致頭痛跟頸膊痛也有關，亦即是頸源性頭痛。他解釋，用「i 產品」輕者頸痛，進一步會伸延到膊痛。由於血液是經頸供應上腦，當頸關節卡著，血液循環會受影響，血液上腦受阻，或會出現頭痛、頭暈或作悶的反應。

陳指，以往最常見求診的是腰痛，如傷風感冒般普遍；但今日頸膊痛已超越腰痛。使用平板的姿勢不正確，更有機會引致椎間盤凸出。骨科專科醫生高拔萃解釋，頸及腰椎都有正常弧度，「頸及腰椎微微向後傾，即呈倒 C形狀，而烏低身時椎骨正常弧度會呈相反方向，長期烏低會令弧度調轉，增加椎間盤消耗、凸出及退化。」

http://www.hksilicon.com/kb/articles/28064

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長玩 iPhone 及 iPad 易眼矇手痛

iPhone 及 iPad 掀起輕觸式智能手機及平板電腦熱潮，隨處可見一眾用家埋首在螢幕上左掃右劃。有物理治療師警告，長時間以不當姿勢使用智能手機或平板電腦，可致眼、頸及手 部慢性勞損，導致「眼矇手痛」，亦可引發腕管綜合症及腱鞘炎，手指麻痹不能伸直，建議每隔半小時便應稍事休息及做伸展運動，雙眼與螢幕亦應保持適當距離。

不少人使用智能手機的姿勢不正確，如長時間低頭會令頸部勞損，導致肩頸痠痛，「個 頭本身有十幾磅重，平時靠條頸同膊頭支撐，長時間耷低頭會令肌肉扯緊同勞損。」若拿着 iPhone 時手腕不自然屈曲或不斷重複某些動作，亦可致「腕管綜合 症」，令手腕疼痛及水腫，神經線受壓及發炎，令拇指、食指及中指麻痹，嚴重者可痛至無法入睡，頸痛亦可導致慢性頭痛。

http://hkappleiphone.blogspot.com/2010/09/iphone-ipad.html

Reference 5

百会穴－头部穴道图解http://www.21nx.com/c/am/xue/baihui.html

取穴方法：定位此穴道时要让患者采用正坐的姿势，百会穴位于人体头部，头顶正中心，可以通过两耳角直上连线中点，来简易取此穴。（或以两眉头中间向上一横指起，直到后发际正中点。）主治疾病： 此穴的主治疾病为：头痛、头重脚轻、痔疮、高血压、低血压、宿醉、目眩失眠、焦躁等。此穴为人体督脉经络上的重要穴道之一，是治疗多种疾病的首选穴，医学研究价值很高。

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8.2 Website reference

Website1

Hong Kong Demographics Profile 2011

http://www.indexmundi.com/hong_kong/demographics_profile.html

Website2

How Cell Phones are Changing Our Society

http://www.buzzle.com/articles/how-cell-phones-are-changing-our-society.html

Website3

GDP - per capita (PPP) 2011 country ranks, By Rank

http://www.photius.com/rankings/economy/gdp_per_capita_2011_0.html

Website4

GDP - purchasing power parity 2011 country ranks, By Rank

http://www.photius.com/rankings/economy/

gdp_purchasing_power_parity_2011_0.html

Website5

CIA - The World Factbook

https://www.cia.gov/library/publications/the-world-factbook/geos/hk.html

Website6

hong_kong_white_paper_.pdf

http://www.visitscandinavia.org/PageFiles/6450/hong_kong_white_paper_.pdf

Website7

Hong Kong Economy 2011, CIA World Factbook

http://www.theodora.com/wfbcurrent/hong_kong/hong_kong_economy.html

Website8

domestic.pdf

http://www.hkeconomy.gov.hk/en/pdf/domestic.pdf

Website9

SONY Hong Kong - Corporate Cruise

http://www.SONY.com.hk/aboutSONY/html/eng/profile/makedotbelieve.html

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Website10

http://www.gmn.hkpc.org/images/cti_env.pdf

Website11

http://hk.knowledge.yahoo.com/question/question?qid=7008071503407

Website12

http://www.sony.com.hk/aboutsony/html/eng/profile/index.html

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8 Bibliography

1. Kotler ,P., Armstrong,G., ‘Principles Of Marketing’ , 14th edition , Prentice

Hall

2. Michael J. Baker Strathclyde Business School, ‘The Marketing Manual’,

British Library Cataloguing in Publication Data

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