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ASSIGNMENT TECHNOLOGY PARK MALAYSIA INNOVATION MANAGEMENT AND NEW PRODUCT DEVELOPMENT UC3F HAND OUT DATE: 8th AUGUST 2020 HAND IN DATE: 22th OCTOBER 2020 WEIGHTAGE: INSTRUCTIONS TO CANDIDATES: 1 Submit your assignment at the administrative counter 2 Students are advised to underpin their answers wit...

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ASSIGNMENT TECHNOLOGY PARK MALAYSIA BM050-3-3-IMNPD INNOVATION MANAGEMENT AND NEW PRODUCT DEVELOPMENT UC3F HAND OUT DATE: 8th AUGUST 2020 HAND IN DATE: 22th OCTOBER 2020 WEIGHTAGE: 60% INSTRUCTIONS TO CANDIDATES: 1

Submit your assignment at the administrative counter

2

Students are advised to underpin their answers with the use of references (cited using the Harvard Name System of Referencing)

3

Late submission will be awarded zero (0) unless Extenuating Circumstances (EC) are upheld

4

Cases of plagiarism will be penalized

5

The assignment should be bound in an appropriate style (comb bound or stapled).

6

Where the assignment should be submitted in both hardcopy and softcopy, the softcopy of the written assignment and source code (where appropriate) should be on a CD in an envelope / CD cover and attached to the hardcopy.

7

You must obtain 50% overall to pass this module.

MARKING CRITERIA & MARKS ALLOCATION

No

Criteria

Marks Allocation

1

Originality & Innovativeness

20

2

Application of Levitt’s concept

20

3

Product Platform Justification

15

4

Product competitive strategy

20

5

Application of Ansoff’s growth matrix

20

6

Reference

5

Total

100

EXECUTIVE SUMMARY Huawei will develop a product that provides the customer with new and innovative features as a whole. Huawei will also justify its features and how it can help customer address certain challenges as well as providing them with great benefits when they purchase the product. Huawei will also reason its uniqueness as compared to its competitors’ smartphone. Furthermore, Huawei will also perform research and analysis on the proposed products in the U.S and E.U market (inclusive of the U.K as well). Huawei will also analyse the core benefits of the proposed smartphone, its actual product in order to entice customers, as well as its augmented product in order to gain a competitive advantage over its competitors. Huawei will also ensure platforming its proposed product to help capture the wider market share by enticing customers from a different demographic background. Huawei will also evaluate its competitive strategies in order to market its competitive advantage and appropriate position them in the minds of the customer in order to persuade customers to choose their proposed product over its competitors. Huawei will also utilise a specific growth quadrant in order to analyse its product marketing risks and help expand its business over a period of time.

TABLE OF CONTENTS 1

INTRODUCTION..............................................................................................................1

2

THE NEWNESS OF THE NEW PRODUCT....................................................................2

3

4

2.1

THUNDERBOLT 3.....................................................................................................2

2.2

NVMe STORAGE.......................................................................................................3

2.3

MULTI-TOUCH STYLUS..........................................................................................4

JUSTIFY INNOVATION OF NEW PRODUCT................................................................4 3.1

PROBLEM ADDRESS AND BENEFITS..................................................................4

3.2

UNIQUENESS............................................................................................................7

3.3

COMMERCIAL VIABILITY.....................................................................................7

LEVITT’S IDEA IN PRODUCT DEVELOPMENT.........................................................9 4.1

CORE BENEFIT.........................................................................................................9

4.2

ACTUAL PRODUCT...............................................................................................10

4.3

AUGMENTED PRODUCT......................................................................................11

5

PLATFORM OPTION USED TO DEVELOP NEW PRODUCT...................................13

6

COMPETITIVE STARTEGY..........................................................................................15

7

6.1

DIFFERENTIATION................................................................................................15

6.2

POSITIONING..........................................................................................................17

ANSOFF’S GROWTH MATRIX.....................................................................................18 7.1

CHOSEN QUADRANT: MARKET DEVELOPMENT..........................................20

8

CONCLUSION.................................................................................................................21

9

REFERENCES.................................................................................................................22

1 INTRODUCTION Huawei is a Chinese multinational networking as well as the largest telecommunication equipment manufacturer in the world, overtaking Swedish competitor Ericsson back in 2012 and most recently placing 72nd among 500 of the top cooperation in the world as of early 2018. It is located in Shenzhen, Guangdong, China and is currently behind Samsung as the largest mobile phone manufacturer in the world [ CITATION Paw17 \l 1033 ]. The current chief executive officer (C.E.O) of Huawei, Ren Zhengfei, founded the company back in 1987 and started of manufacturing switches mobile phones. The company eventually turned their business focus towards manufacturing communication devices and networks for the masses. It has since exponentially grown over the years and they currently have over 76,000 researches working on innovating the current means of telecommunication. It was recently reported that Huawei has decided to invest over 13.8 billion USD in research and development to ensure that their innovative product is able to provide them with a leading edge in a very competitive market [ CITATION The14 \l 1033 ]. The current market share of mobile phones largely comprises of China, the United States, and Europe. Although China does hold the majority of the market share, the United States, however, has the most influence and profit to be made. The Europe market shares part of its influences from both China and the United States. Although for the longest time Samsung has been dominating the smartphone market, China’s Huawei has been enjoying its fair share of growth as well. Huawei has now been reported to have a higher market share compared to Apple, as shown in figure 1, because of its exponential growth as well as Apple seasonality of newly release smartphones [ CITATION Vla18 \l 1033 ]. It’s an amazing feat accomplished by Huawei to overtake tech-giants like Apple in a very fierce and competitive market. There is a big chance that Apple might overtake Huawei once their latest iteration of their smart-phones is release in late September. However, Huawei does keep its credit on managing to successfully maintain a linear growth throughout the years. Thus, it will only be a matter of time before the rapidly growing alternative of China’s Huawei smartphones become a more primary as well as premium choices in the eyes of the consumer in the United States and Europe market.

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Figure 1: Market dominance of Huawei [ CITATION Vla18 \l 1033 ]

2 THE NEWNESS OF THE NEW PRODUCT The development of the new Huawei product will be focused on both the software and hardware aspect of a mobile device. Many mobile devices that are currently manufactured are making small but rapid improvements based on the last iteration of the product. The hardware and software capabilities have been refined multiple times that it has nearly reached its limit which in hindsight, will force developers to start re-innovating the capabilities and usability of their mobile devices. Henceforth, the new iteration of the Huawei line will introduce these three new capabilities in order to re-innovate the capabilities of a mobile device.  The first ever introduction of Thunderbolt 3  Internal storages that support NVMe drivers  A touch-sensitive sketch pen that is writable in any surface

2.1 THUNDERBOLT 3 The development of Thunderbolt 3 has long been successfully created by Intel back in 2011. It offers many great capabilities such as multiple inter-connectivity, improves bandwidth capabilities, higher throughput capabilities and much more [ CITATION Jas16 \l 1033 ]. This technology has long been implemented in bigger computing devices such as desktop computers and laptops. Since the performance limitation of peripherals was almost erased with the introduction of Thunderbolt 3, there has not been a single manufactured mobile device that utilises this innovative technological breakthrough as of yet.

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Most manufacture mobile devices use either the standard micro-USB connector or the USBType C connector. Although the introduction of USB-Type C has brought a significant more advantage as compared to the now traditional micro-USB standard, the Thunderbolt-3 protocol has a slightly more refine advantage as compared to the USB-Type C standard. Improvements are clearly visible in the performance and durability aspect [ CITATION Ste16 \l 1033 ]. As more and more mobile phone manufacture improves the computational performance of their mobile devices, Huawei can take this opportunity to be the first to provide consumers with a new physical connector and protocol standard that will enable high-end powerful mobile devices to effortlessly be connected to desktop capable peripherals that utilise plenty of bandwidth and performance.

2.2 NVMe STORAGE The introduction of Non-volatile memory host controller interface specification (NVMe) is mostly seen in various form factors such as solid-state drives (SSD), PCI express extension cards, and M.2 cards. It is a logical interface that provides users with a logical interface that utilises low latency of data transmission combined with internal parallel reads of storage devices. This allows hardware expansion devices such as SSDs to capitalise on the opportunity of high throughputs of read and write speed of storage devices in order to increase the efficiency of data flow [ CITATION Qiu151 \l 1033 ]. The majority of desktops computers and laptops have taken advantage of such logical interface in order to push the performance capability of their devices since eliminates the limitation shown in more traditional logical protocols such as the Serial AT Attachment (SATA) interface. Although the majority of desktop computers and laptops have implemented it as a capable storage interface connectivity, current manufactured mobile devices still utilise a storage interface module known as the Universal Flash Storage (UFS) [ CITATION Ora10 \l 1033 ]. Although it has shown to have a significant improvement in speed and full-duplex data transmission as compared to traditional microSD cards and UHS-2 cards, it is still significantly behind in its performance as compared to NVMe drivers [ CITATION Qiu151 \l 1033 ]. Most flagships mobile devices that are currently in the market use UFS cards since the introduction of NVMe drivers is still non-existent in mobile devices. Huawei can take this opportunity to improve the speed of their storage devices in their new flagship phones by being the first mobile manufacturer to bring this innovative technology to the mobile scene.

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2.3 MULTI-TOUCH STYLUS The introduction of a stylus pen enables users to interact with the screen of their mobile devices using a small pen-shaped device. This allows the users to provide a more accurate input for drawing or selection making the pressure sensitivity of the pen is focused into a small area which allows the user with a better precision of interactivity with their mobile devices. Although the stylus pen has been implemented in various flagship mobile devices, most notably is the Samsung Note series, the pressure sensitivity of the stylus pen must make contact with the screen of the mobile device in order for the mobile device to register the input [ CITATION Gar09 \l 1033 ]. Thus, limiting the area of contact to only the surface area of the mobile device. With the introduction of a multi-purpose stylus pen, the operation of will not directly interact with the screen of the mobile device. However, the registration of pressure will be monitored by the sensors from the tip of the stylus pen rather than the surface area of the screen. Therefore, since the sensitivity is measured from the stylus itself, this opens a wider opportunity for inputs to be written indirectly from the user such as from the surface of a table or a projected presentation slide. This reverse operation still has not been implemented by any mobile device manufacturer and thus provides Huawei with an opportunity to reinvent the functionality of the stylus pen.

3 JUSTIFY INNOVATION OF NEW PRODUCT 3.1 PROBLEM ADDRESS AND BENEFITS The new Huawei smartphone will be known as the “Huawei Abstract VX 1”, will not only be able to address the more common challenges of any other regular smartphone, but it also seeks to improve on the efficiency of daily productivity tasks. As current projects increase in size and complexity, the amount of data and information needed to be transferred around also increases in size. With traditional communication medium and protocols found in most mobile devices these days, the performance capability regarding data transmission is slowly starting to reach its bottleneck limit. Stagnating its growth in data efficiency and speed since it is limited by its hardware. With the introduction of innovative features such as the Thunderbolt 3 protocol and NVMe storage, consumer’s data can be stored and transmitted across in a faster and more efficient method. The Thunderbolt 3 seeks to add extra benefits to the more ubiquitous standard of the USB Type-C standard. For example, as shown in figure 2, Thunderbolt 3 quadruple the Page | 4

speed of data connection which can allow users to export complex project files onto their mobile devices at a much faster rate [ CITATION Jas16 \l 1033 ]. Furthermore, the versatility of Thunderbolt 3 in the Huawei Abstract V1 X” will allow the user to be interconnected to various hardware connectivity as shown in figure 3 [ CITATION Jas16 \l 1033 ].

Figure 2: Comparison on connection speed on the various protocols [ CITATION Jas16 \l 1033 ]

Figure 3: Versatility of thunderbolt 3 [ CITATION Jas16 \l 1033 ] However, before the transmission of data can take place from the mobile devices, it has to be retrieved from its storage beforehand. Even with the introduction of UFS 2 cards replacing eMMC storages on premium flagships for better performance, it is still below par compared to the capabilities of NVMe storages. As shown in figure 4 and figure 5, the differences in sequential and 4K read and write speed is enormous [ CITATION Siv14 \l 1033 ]. Therefore, Page | 5

with the opportunity to handle large data files, the NVMe controller will help alleviate any possible bottleneck suffered by the mobile devices since each new iteration of premium flagships places its emphasis on making more powerful and efficient SoC (system on a chip) [ CITATION Qiu15 \l 1033 ]. Thus, the management of large files with the Huawei Abstract V1 X much more efficient and faster than any other premium flagships currently on the market. Additionally, with the introduction of a multi-touch stylus pen that is able to interact with any surfaces, consumers will not have to bring forth their mobile laptops around since the phones’ capabilities is now on par with premium laptops as well when performing productive tasks such as presenting large company data sets, etc.

Figure 4: Performance comparison of traditional eMMC and UFS 2.0

Figure 5: Performance speed of NVMe interface

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3.2 UNIQUENESS The Huawei Abstract VX 1 is a unique phone in a technical perspective since many of its new features are focused on increasing the productivity level of consumers while aiming to reduce the amount of effort needed to achieve the same level of productivity that they accomplish with other competitor flagships. With the introduction of Thunderbolt 3 and NVMe storage, the proposed smartphone manages to achieve unprecedented levels of performance regarding data transmission rate since it brings forth existing technology from its desktop counterpart and re-innovate the standards set by mobile phones manufacturer. Since drivers and documentation of these features already exist, the integration of these new features can be made seamless by Huawei. Furthermore, with its multi-touch stylus pen that uniquely re-engineers its operation by allowing the sensitivity to be detected by the pen itself instead of its screen, it is now unbounded by the surface area of their mobile screen. Thus, allowing productivity tasks to be conducted without boundaries such as interacting with their presentation slides on various type of surfaces such as the presentation screen or its table itself. Therefore, its uniqueness can be seen by bridging the performance gap between mobile phones and bigger and more powerful desktop computer with added versatility with the multi-touch stylus pen.

3.3 COMMERCIAL VIABILITY There is an exponential growth of smartphone users in the global market currently. Many of its development trends on the latest iteration can be seen on a statistical level. A research conducted by [ CITATION Dan13 \l 1033 ] suggest that the United States’ internal market is depended on the availability of their resources to achieve productivity leadership among other well-established market. This in-return primarily contributed to the US dominance when based on income per capita to its market as shown in figure 5. Therefore, it can be said that the US market is dependent of resources that enables consumer to become more productive in order to channel their efforts towards building a dominant market of it own. Thus, with the introduction of the Huawei Abstract VX 1, the commercial viability in the US market will is very likely since its consumers generally gravitate towards products that increases one’s productivity level. Its subtle cosmetic appearance as compared to more premium design choices by Samsung and Apple can be greatly overlooked with its ability to perform productive tasks. Furthermore, instant gratification of premium design wears off whereas efficiency in performance can never not get used too. Moreover, its commercial viability in the European market (inclusive of the U.K as well) will likely follow suit if the Page | 7

product does well in the US. This can be seen when the ‘Engagement Omnichannel Promise’ between the US and EU regarded its consumers to be very similar with the same set of expectations [ CITATION Jim18 \l 1033 ].

Figure 6: US dominance based on income per capita [ CITATION Dan13 \l 1033 ]

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4 LEVITT’S IDEA IN PRODUCT DEVELOPMENT A product is able to offer more than just a service. It can also be a continuous effect resulted from the product in the marketplace such as customer attention, acquiring new c...