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
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.


4
With the comprehensive planning in our marketing strategies, it is believed that
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 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.

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

7
(Reference1) The advanced technology of the mobile phone has created skyrocketed
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 law
2
(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 TID
3
and
SME
4
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

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
TID
4
SME

8
Information On Regulated Electronic Products) (Reference3), on electronic products
are set up to protect our society. Accordingly, inspection, repair and maintenance of
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 report
5
(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 peoples 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).

Age 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,
peoples 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.



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

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
Psychological
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 prize
11
by the Media & TNS. Also, our
brand is reputable for making light products. ACUE is not only light but also
portable, it suits todays 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

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

14
We can develop 4 concepts for ACUE:
Concept 1: A moderately priced headphone massager.
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.


15
5 Marketing mix 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
SONYs trendy design
Environmentally friendly packaging (recycle paper box)

High quality turbo
Augmented
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)

16
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 SONYs 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 massagers 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.

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

17
SONY products over $2000, a half-price discount on ACUE will be offered. A 20%
discount will also be offered during Festivals
12
.

For the promotional pricing, by registering as My SONY (premium) members,
warranty policy will follow the existing policy of SONY
13
. 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
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

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
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 website
2
.

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)

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

19
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 Sonys 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 []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 [] (3)
(reference 5) which is on the peak of the head by shiatsu [].
Once it is massaged, all the arteries will be smoothed and felt
relaxed.
Giving a comfortable massage with the aching muscles on the
neck.
Enjoy customers favorite music with relaxation
Means of
operation
Connections of an electric wire to the plug-in of smartphones
headphone port

23
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

24


Photo source:
(1)http://us.cdn2.123rf.com/168nwm/seannel/seannel0510/seannel051000261/258456-business-woman-i
n-formal-black-suit-with-headphones-on-her-head--copy-space.jpg

(2)http://www.istockphoto.com/file_thumbview_approve/4710605/2/istockphoto_4710605-headphones-a
round-neck.jpg

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

25
7.2 SWOT analysis (Strengths, Weaknesses, Opportunities, Threat)
Strengths
Brand: SONY is the most established brand both in Hong Kong and Worldwide.
Customer loyalty: Customer has confidence to use SONYs 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

26
opportunities
Generate Trend: life style trend can be generated to use headphone-liked massager
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; $1200

27
Competitors 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.
heat features; built-in soul music; power
input by 4 AAA size cells
OTO e-Halo Wireless remote; air pressure massage;
vibration massage; targeted therapy
through acupressure points; power input by
charging
$1680

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_rep
ort/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_rep
ort/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_rep
ort/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) Lams 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)
RoHS

RoHS


RoHS

47

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

48
certain basic accessories.
http://www.customs.gov.hk/en/consumer_protection/trade_desc/electronic/

(Reference 4)



2004-03-05

-
()-

- -
695 (62.6%)

(28.9%)(33.2%)
(62.2%)
(30.9%)
(57.1%) (
)(66.5%)(56.3%)
(49.5%)

()-

-()
(FM92.6-94.4) (http://www.rthk.org.hk)

49


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





Apple iPadSamsung Galaxy Tab

IT

i
i

C


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

iPhone iPad

iPhone iPad

50

iPhone



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

Reference 5

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

51
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.htm
l
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


52
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


53
8 Bibliography
1. Kotler ,P., Armstrong,G., Principles Of Marketing , 14
th
edition , Prentice
Hall

2. Michael J. Baker Strathclyde Business School, The Marketing Manual,
British Library Cataloguing in Publication Data