October 21, 2007

Ops Mngt Lesson 4 Exercise

The Apple iPhone

This blog entry will analyse the new apple iPhone which is the first entry of apple into the mobile world, dominated now by companies like Nokia, Motorola or Samsung.

Apple iPhone

Apple tries to do with the iPhone what they did with the iPod, putting a lot of technology and top level design into a device. The iPhone is truly a high tech device with a sleek interface, high quality music and video features, and innovative design. It's equipped with a touch screen, Internet connection and lots of software features

In order to analyse the device, I will complete the quality function deployment matrix (QFD).

The QFD Matrix for the iPhone

The QFD matrix above, shows the key points, which brings customer preferred characteristics along with technical specifications.

QFD iPhone

The matrix shows in a visual way the relation between customer valuable features of the iPhone and the technical features that this device has. It can be seen that there exist many strong relationships between customer requirements and the technical specifications which is good, although it comes with a price, many of the high tech and nice features of the iPhone make the device very expensive (the iPhone costs more than 700€). Also the battery life is limited. in example the 8Gbs of memory increases the power requirements and reduces the time the phone can operate unpluged, given that the battery cannot be big because every piece has to be small (thin) in order to fulfil the design requirements.

But the iPhone is really a piece of high tech, as en example the device it has some advanced and cool features such a motion sensor, that automatically adjust the display orientation when you flip the iPhone on its side while using the music and video players and the Internet browser. Also, a proximity sensor turns off the display automatically when you lift the iPhone to your ear for a conversation.

Sumarising, the QFD shows clearly that this is a High tech device with no competition in the market in terms of technology, design or advanced features, but at a cost of reduced battery life and very high price.


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