I. Problem Definition
Cell phones have fast become common place and rarely do you find a person without one. In June of 2002 ?62% of Americans owned a cell phone, up from 55% in 2000.' (Fetto 2002) As competition increases among phone manufacturers, they continue to add options in hopes to increase their market share. A phone is no longer a phone as manufacturers add features like cameras and video. Even something as simple as the ring tone is becoming ornate as you download your favorite songs to create a personalized ring. But what features of the future will find success and more importantly, as these features increase the cost of the phone, what will people be willing to pay for these new features?
The technology lifecycle shows us that there are different segments of the buying public each adapting to new technologies at a different time and price. ?Industry observers say the market for mobile entertainment in the United States, which lags behind much of Asia and Europe, is about to take off because of technological innovations, an increase in the quality and quantity of content, and customers who are slowly becoming aware of features available on their phones.' (Kim 2005) The future of revenue for cell phone makers will derive from being able to satisfy a new market of tech savvy consumers who are interested in specific high tech features. As a product manufacturer investing in these new features, marketing to the correct segment at the correct price can mean the difference between success and failure. ?Some analysts believe the growth in mobile entertainment will be fueled, in part, by content providers putting more sophisticated applications -- everything from GPS navigation tools to streaming DJ beats -- on handsets.' (Kim 2005)
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