Design for Reality: Alloy Unveil Mobile Handset Concepts

Design for Reality Alloy Unveil Mobile Handset Concepts
Alloy, an industrial design consultancy with a leading track record in communications design and PMN, the independent mobile market intelligence firm, have announced the results of an extensive research and product design collaboration at the World Handset Forum in San Diego, 8 - 9 December 2004.

With the handset industry facing a growing challenge to differentiate and maintain the perceived value of its products, Alloy and PMN believe there is a need to challenge existing thinking in mobile phone design. Alloy's concept models demonstrate an alternative approach to the product design of mobiles, driven by a deep understanding of real user lifestyles and requirements.

Future success in the rapidly maturing mobile handset industry will be driven by a philosophy of market segmentation based on user attitudes. This requires an unprecedented depth of insight into each segment and an ability to convert this into designs that fit so well into life that users feel their handset has been designed for them personally.

Building on their market insight, PMN identified 4 consumer profiles poorly served by existing offerings in the mobile handset market. These individuals and small samples of people who matched the profiles were at the heart of the design process, with Alloy conducting intensive and detailed 1-to-1 conversations