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Appendix 1 Checklist for focus groups
Introduction
Explanation research-situation, presence of minute maker, devices, anonymity Questions of participants
Introduction participant (age, family situation, daily occupation, leisure interests
Knowledge of i-mode
Since when does one have an i-mode subscription (and handset); in which way What are the motivations to buy this subscription and device
In what way did one receive information about i-mode (check: store, media, friends, etc.)
In what way would one describe i-mode; what are the possibilities
What does one know about the costs to use i-mode and how this is constructed (check: KB/content). Does one know his bundle-size (250KB, 1MB, 2MB, 5MB); why has one chosen this bundle; has one switched between bundles; if yes, why; what would be a reason to switch
How many subscriptions to services does one have
To what extent does one follow developments/new services on i-mode; if yes, how (by means of brochures, mailings, the Internet, media-advertisement, etc.; if no, why
Use of i-mode
Has one read the welcome package after purchase; why yes or no; to what extent has one used the instruction manual; why yes or no
Which are the most important moments to use i-mode (where, when); in what situations (example. waiting for the bus, train, at home); why in these situations; has one habits in use (example waking up, looking for a weather forecast); does one use i- mode alone or together with others; explanation
To what extent has use increased, decreased or stabilized after purchase; explanation Which content does one use; why these, what steps does one make when subscribing
to a service; does one have subscriptions to specific services; if yes, why and which content (news, weather, etc.); how often does one use what content; if no, why not Does one download ringtones; if yes, does one use all credits; what happens if one
finishes all credits before the end of the month
For which reason would one use (more) content; explanation Which services does one miss; what would one prefer to use more
Does one know unofficial content; does one use these sites; if yes, why and in what way; if no, why not
In case: one uses the train after a night of going out. To what extent would one consider using i-mode for looking up schedules
In case: one is bored; would one use i-mode to kill some time
To what extent does one send mail via i-mode; if yes, why (fun, pleasure, efficiency);
what kind of mails (private, business, short or long ones); if no, why not Does one forward private/business mail to i-mode
For what reasons does one use the mail-application more; explanation
Valuation of i-mode
To what extent is one satisfied with i-mode; why yes or no
How does one like the possibilities (Internet-application, mail-application) i-mode offers; how would one typify these possibilities (check: innovations, handy, logical to have)
Which values has i-mode (relevance, way of expression, substitution of newspaper or computer)
To what extent does i-mode match expectations; why yes or no; what were the most remarkable issues after purchase, both positive and negative
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How does one perceive the usability of i-mode; explanation
How would one value the number of i-mode sites, the contents and usability; does one miss sites; if yes, which; in which situations would one like to use these
How does one like the mail-application; to what extent is this one user-friendly; what are points of improvement
How does one value the costs; how does one perceive the split into voice and data cost
Do the assets outweigh the cost
To what extent is one willing to spend more for extra services (per month)
III
Communication-manifestations
In which way would one like to be informed about current news and new developments on i-mode
To what extent does one know media-advertising of i-mode (check: new i-mode commercial); if so, which; how does one like these advertisings; how would one describe the atmosphere
To what extent do these advertisement fit i-mode; to what extent do they motivate to use more; why yes or no
Which associations does one have of i-mode (spontaneous)
Fill in the brandvalue&fit: give scores to the given values that are related to i-mode To what extent is one acquainted with V-live! and t-zones
Does one know the advertisement of V-live!; if yes, which; how does one judge these advertisement; what does the atmosphere look like; to what extent do these
contribute to more usage; why yes or no
Does one know the advertisement of t-zones; if yes, which; how does one judge these advertisement; what does the atmosphere look like; to what extent do these
contribute to more usage; why yes or no
How does one see i-mode in comparison to V-live! and t-zones; when different, what differences
To what extent do the advertisements of V-live! and t-zone stimulate to use i-mode;
why yes or no; in what way
When one knows services that are available on V-live! will one look for these on i- mode
i-mode and environment
To what extent do friends/acquaintances/family have i-mode; if yes, to what extent does one talk about i-mode; in what way; does one have a community-like feeling (like with gaming)
To what extent has this influenced the purchase of i-mode To what extent has this influenced the usage of i-mode
Future of i-mode
To what extent is one in general interested in new developments in relation to telecommunication; does one feel the need or urge to be the first one with new gadgets
How does one see the future of i-mode
How does one like the idea that more handsets are provided by suppliers; does one consider to buy a new device in those cases; why yes or no; will this influence the usage
Does one believe that i-mode will be found on every phone in the future When the economy is going down, does one use less i-mode
Consider that the economy is performing really poorly; how would one deal with i- mode in relation to making (mobile) phone calls
Evaluation
Taken everything in concern; does one see i-mode as a must or a nice extra What are points of improvement; what can KPN do to stimulate usage (without
considering the cost)
To what extent does i-mode have a positive effect on KPN Mobile; why yes or no Questions of KPN
Thank participants and close the meeting
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Appendix 2 Focus groups participants
Lights users (50-500 KB); group 1; 21st August 2003; 17:30-19:30; Utrecht; the Netherlands Gender Age Profession i-mode usage Activation-date
Female 26 Archivist 74 KB 23-March-03
Female 21 Commercial employee 290 KB 23-July-02 Female 36 Independent entrepreneur 445 KB 24-July-02 Female 26 Graphical designer 287 KB 4-February-03
Male 46 Administrator 398 KB 20-August-02
Male 31 Administrator 179 KB 17-January-03
Heavy users (500 KB plus); group 2; 21st August 2003; 19:45-21:45; Utrecht; the Netherlands Gender Age Profession i-mode usage Activation-date Male 47 Technician in theater 2197 KB 24-March-03 Male 25 Student Management 833 KB 8-July-02
Female 20 Nursery 1127 KB 18-October-02
Female 23 Accountant 692 KB 13-Feb-03
Male 66 Retired 1399 KB 29-March-03
Non show-ups
Gender Age Profession i-mode usage Activation-date Male 56 Psycho therapist 269 KB 4-February-03 Male 56 ICT consultant 296 KB 3-December-02 Male 54 Unfit for work 742 KB 29-October-02
Male 41 Courier 13105 KB 17-July-02
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Appendix 3 Findings of focus group of light users
Knowledge of i-mode
Users purchased i-mode in different ways:
o Via SNT-phone call (by phone, in a passive way) o At Primafoon outlet
o With a reduction coupon via Internet Reasons to buy:
o Use of a lot of prepaid-cards; subscription cheaper; added value of searching and finding information; fun
o With KPN user bought quality; i-mode was interesting gadget o To mail with sisters; need for new phone
o Easiness of purchase by being sold via fixed telephone
o Choose KPN as it had no long term to quit the subscription; i-mode was new and interesting
Description of i-mode:
o The Internet on telephone
o Disappointment that it does not work as the Internet o A pity that it is limited
Gain information on i-mode
o Use of the Internet to compare all providers o Primafoon as a channel
o Via SNT-phone call, in passive way
o Via sales person in store, very enthusiastic information o Brochure from Belcompany
o Salesperson with not-enthusiastic story; still persistent to buy o Overall: disappointment of not being able to browse the Internet Cost to use i-mode:
o From 2 euros per month to 10 euros for 1 MB; rather uncertain and doubtful information; not really a clue
o Not too expensive Bundle type:
o 1 MB? Smallest one?
Structure of bundle:
o Fixed price until one uses more KB; then extra cost o Checks on bill how much is used, not on i-mode When a larger bundle?
o When it is easier to access the portal o When it is faster
o When knowledge grows on all possibilities When use more KB?
o When it is more Internet-like o When it is possible to 'surf-around' o Not; lot is possible, but it is too limited o Longer mails than 1000 characters o Make it easier to type input
o Make it easier overall New services:
o Most do not know o Very limited information o One checks info on i-news Information need: how to provide?
o By mail: but i-news is very limited o By postal mail
o For new customers: tricks and tips
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o Mail on computer o Not by phone
How many sites can be found?
o No idea
o Some have received extensive content brochure, but have not studied it o 200 or more, besides unofficial content
Phone type:
o Three persons have a Nec 22i, two have a Nec 21i, and one has a Toshiba 21i.
Last two types result in little satisfaction, of which the persons with the Nec 21i mainly complain about the battery and the Toshiba user complains about the overall poor device, resulting in no longer using i-mode
Use of i-mode
Welcome package
o All have seen it, most have read it o Nice looking package
When to use i-mode and what information?
o When waiting for tram or bus: content is Spits o On the job: Volkskrant, every morning
o Traffic news, before driving car to job: ANWB traffic info o At home: checking phone numbers
o Mail: at different moments
o At many times, due to hot weather: weather forecast o Differs: a lot to discover
o Differs: not one service at one moment o Difficult to point out exactly
Use: alone or with others?
o Alone
o Rude to use when others are around
o For social purposes: to find train schedules or a restaurant for a friend when going out or when being of help
o Pathetic to do when other are around Development of use?
o As i-mode is limited, a decrease in use has taken place o In first weeks a lot of trial takes place
o When trial is unsuccessful, this will lead to frustration o In total i-mode is seen as very limited
o Decrease for this user group takes place o Use is limited by blocking problems
o Sending pictures did not work; disappointment o Problems with the handset lead to less use o Device stops working
o Bad battery lowers use Which services are subscribed to?
o Volkskrant o TMF ringtones
o ANWB Traffic information o Ringtone
o Never had one
o After promotional period quit service
o Use of free services as telefoongids and OV9292
o Quitting service is difficult, as subscription is automatically continued o When one is asked to pay 2 euros, this is seen as a pity
o It is seen as unnecessary to pay 2 euros for a service, when one has already paid for the bundle. Not understood
o When 2 euros are paid, only 5 ringtones are acquired
o Yamaha: has a free ringtone every month; no subscription is taken
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o Users are scared to forget about the subscription and to have to pay for the next month
o Users have no more than 2 subscriptions when they have some; most not willing to subscribe
Unofficial portal o Hardly known
o When a normal url is typed, this lead to an error o Not known
Mail use
o Most have tried sending mail, not always successful o Nice option to receive mail abroad
o Nice option when longer messages can be received o Mostly used for private purposes
o One person did not know that it was possible to send mail to all possible mail- addresses
o Mail is seen as cheaper than SMS o Most receive mail, few send
Opinion about i-mode What is missing?
o Search engine, for internet use and to view pages o Few ideas rise
What is offered o Information
o Direct access: always and everywhere o Mail
o Irritating when mail is stopped after 1000 characters Cost versus revenues
o Subscription fee is a bummer; cost increase rapidly after use; failures frustrate;
satisfaction appears when taken action leads to result o Seen as a game, which is not so expensive
o Expensive, but when a mail is received from the USA, satisfaction appears; fee for services is not paid
o Cost exceed revenues: device is really poor
Media and communication and competition
What is seen and associated (commercials):
o Making pictures
o Swimming pool commercial o At the hairdresser’s
Atmosphere:
o Young o Fun
o Not serious o Fast o Dutch o To play o Normal
i-mode is not perceived as being the same in real life as seen in the commercials All persons know T-zones and V-ive!
V-live:
o English
o Penguin-commercial (is KPN's Hi!) o Camera
o Expensive (because of device price) o For young people: making pictures o Same as i-mode
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o Different: i-mode is more informing o Negative association
T-zones:
o Does not say a lot o Rolling Stones
o Massive: what will you start?
o Not a clear view of t-zones o Business-like
o Try to be trendy, do not succeed
T-zones and V-live are seen as more of the same o Few differences
o Vodafone has more games o Vodafone is more trend setting o Vodafone is a follower
o Vodafone has poor quality pictures o T-zones follows Vodafone
New choice: choose i-mode for the second time?
o Yes, with a different, better device (battery, speed) o Yes, with total Internet functionalities
o Yes, as V-live is nothing more but taking pictures, and sending these around is difficult and expensive. Then chose for i-mode without the possibility of taking pictures
o Yes, due to KPN (KPN is seen as good), t-zones is young and trendy (also interesting), Ben (does not exist anymore!) is cheaper, but has poor network coverage
o Yes, loyal to KPN
o Yes, but with the cheapest subscription; other services as V-live are useless o No, V-live; but only nice when more people use it; is more international; trend
setting; i-mode gives a feeling of governmental company; more possibilities for V-live; more sites
What to do to use more i-mode?
o Communicate new services; little knowledge is available o Do not use the 2 euro subscription fee
o Provide more insights into the basic possibilities, explain more o Demonstrate how it works e.g. in the store
o Free helpdesk is already good o Provide better device
o Make the things one sees in a commercial work (pizza delivery) o TV-commercials have a positive effect on usage to some extent
i-mode and environment
Do they know other persons with i-mode o Differs from no, to 1 or 2
o Do not talk about it
o In the beginning, when one person saw a nice item, a call was made to another person who also had i-mode. Now, the other person wants to get rid of i-mode due to no satisfaction
i-mode made one user popular, due to novelty
Future of i-mode
The future of i-mode?
o More devices would be positive
o 300 euros is too much to pay for a device; rather free device with two year subscription than one year with 99 euros
o New device with camera for 99 euros? Yes!
o i-mode will soon have more users o In the future all phones will have i-mode
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Effect of poor economy?
o No influence on usage o Fewer phone calls
o Be careful not to exceed bundle
Evaluation
i-mode: a nice extra or a must?
o Extra for all What to improve?
o Usability (for example mail function)
o Search engine (finding services in an easier way) o More advertising
o Accessibility (difficult to use)
o Speed to use services (takes a long time to load page) o Make surfing possible (like on the internet)
o Offer more services Is i-mode positive for KPN?
o Does not shine on KPN
o Shows improving and going forward of KPN o KPN is reliable and solid, so i-mode is the same o V-live is temporary
How to be informed about i-mode?
o Specific information about device and for interests of person o About device promotions
o By means of content brochure o More often information
o Mail newsletter via computer o Lost brochure with paper recycling
o Easily finding more information, so make it generic
o Explain how to find information on film plus purchasing tickets o Take user by the hand
o Explain all possibilities
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Appendix 4 Findings of focus group of heavy users
Knowledge of i-mode Reasons-to-buy:
o Needed mobile phone for on the road, bought this one not for i-mode but because of the device; started using after purchase. Brother already had i- mode, but this had no influence
o Saw i-mode in the store, nice promotion to try it for three months, had no expectations, but did not yet need a new phone
o Likes new devices
o Did an internship at KPN, had an interest in new devices, was already confronted with i-mode by means of a friend
Description of i-mode:
o Always online o Pay per use o Use everywhere o User friendly o Limited surfing
o Finding something fast and easily o A lot of big companies on the portal Services that can be used:
o Train information o Weather forecast o Phonebook o Music (ringtones) o E-mail
o Traveling
o Online shops (flowers, presents, cds) o Photoplay (like in the pub)
o Restaurantgids o Cinema
o Rooie Oortjes (erotic)
This was not known before purchase Bundle type:
o No idea
o 12,50 euros per month
o Not too much, not too small bundle o 8 euros, but needs more
Check use:
o No, most do not paid attention o One person checks it on i-mode Phone type:
o All have the Nec 22i, the newer and better phone than prior ones
Use of i-mode
Welcome package:
o Not so well known, 30 euros for free use o Manual to use phone
o Helpdesk was very good o No KPN information
o No specific i-mode information
Try and play: some users find out by trial and error, use of i-mode is quite simple, so it will not be necessary to read brochures
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One participant quit using i-mode and switched to Orange, Share: the device was very poor, had bad network coverage, the connection was often quit; used telefoongids and cinema-information; it is all possible, but works poorly New services:
o No information received on new services o Books at Primafoon outlet
o Read the content brochure partly, then threw it away o One user looks at new services via i-news
When to use i-mode and what information?
o In the train, when one is bored to kill some time; mainly new ringtones o When one is bored or is lying awake; listening to the radio and searching for
the ringtone
o When one is bored: just looking around for different services o Many moments, mainly for mail: to receive and send o Uses travel information, but mainly at home
o Most receive mail, send less: it can be done more easily on a computer (able to tell more)
o One user sends email on from computer to phone, to read it; this user writes an answer when she is at home again: always an answer to friends within one hour
o Some others say they often use their computers and believe it is expensive to receive all mail on the phone
o At work: mailing instead of MSN-chatting What does the ideal site look like?
o Spits: free, fast, fresh o Lastminute.nl
o No idea
Use: alone or with others?
o Mostly alone
o Finding train schedule for friends Development of use?
o More use since purchase
o Extra opportunity to find information o Use stayed the same
o Some have the feeling that there is more than the current used services What services are subscribed to?
o No subscriptions
o One user has two ringtone subscriptions and one for screensavers; uses also travel information and telefoongids; ringtones are used every week
o One user had 7 subscriptions, but has now only ringtones and takes on when needed
o One user has weather and sport subscriptions Usability:
o Does not know the memory functions of saving pages
o User-unfriendly due to the fact that only one service at a time can be used o Easy-to-use mail-functionalities
o The link with the Internet when using i-mode is clear, functionalities work in rather same way
o 'Just try and you will find' Unofficial portal
o One user has his own site, but uses hardly it o No idea on how many sites can be found Mail use
o Satisfaction
o E-mail not always easily forwarded o New device (Nec 22i) improved a lot
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Opinion about i-mode
New device is nice with second display
One user says to go to other provider when this is interesting Satisfaction: nice new gadget
MSN is missed on the portal and is seen as a reason to go to another provider What to improve:
o Speed
o Quality of device, does not always work properly o Services, depending on relevant situation
o There are enough services
o 'Startpagina' is not seen as something essential Cost
o Making calls and sending SMS is more expensive, exact cost not known o More calling and SMS-ing, i-mode not used everyday
o 2 euros per service is seen as expensive o Subscription fee is a pity
o When service is found on Internet for free, why pay for it on i-mode?
o For ringtones not expensive
o When paying for customizing device, this is not a problem (ringtones, screensavers)
o For Internet information: no way o When it is personalized: yes
o Added value in relation to Internet often not clear
o Subscription leads to obligations: your attached to these services, with the risk of forgetting
o More promotional periods needed
o More demos, to see what the service offers Cost versus revenues
o Worth its cost: yes Use:
o Fun: sometimes o Essential: no
o Handy in some cases: yes
Media and communication and competition How to be informed on i-mode
o Not by means of newsletter: not relevant, too much information on small screen, not complete information
o Brochures are preferred
o Internet (link to i-mode.nl is made) o Information with bill
o Normal mail with links and description is preferred What is seen and associated:
o Commercial at hairdresser is remembered o Beach
o Barry White
o Bathtub (Hi, not i-mode!)
o Ordering a pizza does not impress
o Sending pictures can only be done to same type of phone Atmosphere:
o Fast o New o Cool o Get it!
o 'Zwitserleven gevoel' (good feeling) Fit atmosphere with i-mode?
XIII
o No fit at all
o Youngsters will not like the service o Not suitable for youngsters
o Target group consists of 15-year old persons
o i-mode is seen as follower in relation to Vodafone with its camera o Sending pictures too expensive for youngsters
Competitors:
o Share, O2, T-mobile V-live:
o Good commercials o Camera phone o Trendy
o What will you start (T-zones!!!) o Celebrities (Beckham)
o Vodafone is everywhere: formula 1, soccer, television T-zones:
o Pillow fight o Frisbee
o No impression, no associations o Follower
V-live compared to i-mode:
o Vodafone is new
o i-mode commercial not realistic: never had pizza delivered in car, celebrity in supermarket (V-live) more realistic
o Vodafone professional o No idea
Influence commercials on use:
o No influence
Differences between operators?
o Probably, no idea
o Provider not interesting: quickest connection for best price is main issue o i-mode is bigger
i-mode and environment
Not talking to others about i-mode
Friends like ringtones, but believe it is too expensive Ringtones acquire attention
Future of i-mode
Keep discovering new services Need to follow changes Make it easier to use
All devices will have i-mode in the future Effect of poor economy?
o Some influence, use less o No influence
Evaluation
i-mode: a nice extra or a must?
o Extra for all o Luxurious product o Nice, handy Is i-mode positive for KPN?
o Good product o Link with quality When use less?
o Expectation not fulfilled
XIV
o Unclear what i-mode is
o Not a substitution to Internet, an extra complementary product o No overview of cost
