Description of Product Design Product description Multi Touch keypad and Mouse (hereinafter, MTPM) is a newly designed gadget. This is characterized by tightly combining several functions of a traditional mouse, keypad, and numeric pad. The new gadget communicates with a desktop or notebook through the wireless USB connection, providing enhanced ease of use and convenience. For instance, the combination of the keyboard and numeric pad allows users to entry number without moving to the main keyboard on a computer.
The gadget provides more of an industry standard people have used in. Since both two finger and three finger functionalities are supported in a device, users can choose a convenient operation in each situation. They are also allowed to operate same functions with a touch pad, such as tapping, magnifying, rotating, zooming in/out, and scrolling. And with the three finger functions they can move between windows, page up or down, and open My Computer. Market A mouse is a durable consumer’s good used frequently every day. So a simple functionality is emphasized for the daily use.
The mouse is not a high-integrated device such as a computer or chip, but customers selection for the mouse quite vary in technology development and interface types: mechanical mouse, optical mouse, RS-232C, PS/2 Port, and USB Interface. The mouse is not a seasonal product, but it can be affected by a trend. These days, customers are getting desire a human sensory mouse in terms of appearances and sense of use. In particular, the gamers have created their own unique markets by requiring faster and more convenient mice ergonomically.
In summary, customer selection for a mouse differs in many situations: purpose, purchasing power, personality, technical knowledge, and habit. Some trends in the market are considered. The mouse has faced serious competition from touch and sensor technologies. Many laptop users are relying on the touchpad integrated into the device. The sale of desktop PCs has also declined, and these are usually operated with a mouse. And the sales volume of the wireless mice has been increasing every year. In the sense, MTPM are expected to make a dent in the pad-oriented wireless mouse market.
MTPM enters a niche market with the strengths of functionalities such as ease of use and convenience. The delight of customers in human sense will be a market driver. Customers tend to evaluate sensory and learning matches in the middle of purchasing. MTPM concentrates on the next values to get a high rating in the market: 1. Ease of learning and use intuitively 2. Wireless User interface for mobility 3. Designed Ergonomically. For market targets, Innovator and Early Adopter are main segments for MTPM. Innovators are often the initial group to use a new product and provide early acceptance into the market place.
Also, Early Adopters do not hesitate to bring real money to the table when they appreciate the value of electronic products. MTPM is a new launching product and is highly innovated product in a design and technology. MTPM will concentrate on it marketing and the related production in the specific segments, by providing a competitive price. Mission The company will become the worldwide leader in computer mice with high quality and an ergonomically designed gadget. MTPM sets its mission on how to innovate and craft a mouse in light of a human experience. Providing users with better experiences, such as more omfortable, more fun, more convenient, and more delightful, is the primary concern of company insights of the product. We believe better convenience and ease of use will help users to raise efficiencies in their job. Operations Strategy 1. Product Demand According to Logitech’s sale report in 2010, the company recorded the cumulative sales in units at 100 million in terms of the wireless mice. Considering the facts that history of the wireless mice is ten years and Logitech takes account of 10 ~ 15% in the mouse market, the yearly sales volume of the wireless mouse is assumed at least 200 millions in units in the world.
A new product is not merely influenced by a general demand curve. Identifying our strengths in a technology and design and defining targets to innovators and early adopters is essential to estimate a product demand. MTPM’s market share in units is estimated at 1% in the first year and 10% in five years. Thus, the production volume in the first year will be estimated 2 millions in units. Our product demand is forecasted based on the figures, considering external environmental factors, such as inflation and economic growth. 2. Core Competency
Basically, the core competency of MTPM is a high technology and a design in connection to a human sense. Improvements in Speed, Ease of Use, and Size are our R&D targets for competition. However, the market conditions easily changes in many aspects: 1) prices are becoming sensitive more and more, 2) high technology has allows us more to expand the market share, 3) customers are less tolerant if product availability does not meet their expectations, and 4) a large number of mice with a new technology have been introducing in the market at a rapid rate.
Thus, for MTPM, we consider core competencies in diverse situations such as costs, quality, availability, environmental factors, etc. For instance, setting modular standardization in production enables MTPM to increase the value in competitiveness I terms of costs, quality assurance, and availability. Fewer active parts are designed through Simplification and Standardization can also improve effectiveness in availably and quality as well as enhancing product robustness. 3. Cost The modular standardization supports to reduce total cost of ownership (TCO).
The three major components are tactically executed: Capital Cost, Operating Cost, and Energy Cost: 1. The capital cost ranges from the product planning/design to the production. 2. To reduce the costs, right infrastructure size is significant, and modular architecture enables us to simplify every step in manufacturing. 3. The operating cost is about operating staff, training, maintenance, and repairs. 4. The energy cost is a bill of using electricity utilities. Those costs are estimated and assessed to realize the reduction of total costs. 4. Quality
To improve the product quality and reliability, the proofing faults methodology is applied to the product design and the manufacturing process. The mistake-proofing is to prevent or eliminate the possibility of errors in the product or process by controlling. And simple inspection and affordable expenses are considered at each successive operation. The six principles are implemented: Elimination, Replacement, Prevention, Facilitation, Detection, and Mitigation. 1. Elimination is realized by eliminating the possibility of errors. Redesigning the product or process is executed for the tasks or parts which are no longer necessary. . Replacement is a process to improve consistency by substituting a more reliable process. 3. Prevention is to protect the product or process from making a mistake. 4. Facilitation is to make work easier by employing techniques or combining steps 5. Detection is to identify an error before the next step is performed and quickly correct the fault. 6. Mitigation involves minimizing some impacts from error occurrences. 5. Availability Minimizing the number of active parts and processes through standardization affects increasing operational efficiency in the supply chain and decreasing inventories.
On the other hand, the modular standardization and simplification gives fast flexibility in customizing for the market requirements. Availability is the essential component of MTPM production. The ability to respond quickly to changing customers needs is critical to success, making agility another important component. The modular standardization will increase high availability by increasing reliability of equipment, making faster mean time to recover (MTTR) and decreasing human errors. And the mass production based on the standardized modular components is suitable for a greater volume in the future. 6.
Environmental Performance Efficient environmental performance should be consistent with the expectation of employees and shareholders. Everyone in the community has a responsibility for minimizing an impact to the environment and improving an environmental performance. To realize the performance, the MTPM design abides by several principles: 1. Environmental management is applied to the production. 2. Risk management strategies are implemented. 3. Legal obligations are identified and respected. 4. Environmental harmful materials are excluded in production. 5. Environmental performance is periodically measured and improved.