UH A P A A COVER MADE IN UH IN CHINA IT IT WON'T BE I GUESS SO EXPENSIVE I THINK YEAH BUT THERE ARE ALSO DESIGN COST I DON'T THINK WHEN YOU HAVE A REMOTE CONTROL DO YOU CHANGE THE COVER MAYBE I WI I WON'T BUT MAYBE I THINK TRENDY PEOPLE OR LIKE CHILDREN WHERE YOU CAN PAINT ON IT AND UH THE THE CHILDREN THINK OH THIS IS MY REMOTE CONTROL UH I MADE A PICTURE ON IT UH YEAH SO OKAY AND THE OTHER PEOPLE WHAT DO YOU THINK ABOUT IT YEAH IT'S A GOOD IDEA BUT IF IF IT YEAH I DON'T I'M NOT SURE IF IT WILL MAKE PROFIT ENOUGH TO UH BUT IT'S UH YEAH IT'S UH ORIGINAL IDEA YES IT IS BUT I DON'T THINK WE HAVE TO DO IT NO YOU'RE THE PROJECT MANAGER YES THAT'S IT OKAY THANK YOU SO NOW THE USER INTERFACE DESIGNER THAT'S ME UH COME ON AH YEAH YES WELL UH UH I SHALL GIVE A SHORT TALK ABOUT THE THE TECHNICAL FUNCTION DESIGN UM I THOUGHT THE THE THE TECHNICAL FUNCTION DESIGN WAS UH TO UH FOR A REMOTE CONTROL TO TO TO HAVE SOME INFLUENCE ON THE T. V. SET UH BOTH AUDIO AND VIDE VIDEO UH IN A CORDLESS WAY NO CORDS ATTACHED AND UH WELL IT ALL BY PUSHING A BUTTON ON THE REMOTE THAT WAS FROM MY OWN EXPERIENCE AND UH AND UH THE PREVIOUS MEETING UH I FIND SOME UH SOME INTERESTING QUOTES ON THE WEB UH WELL THE SAME IDEA HERE UH MESSAGE TO THE TELEVISION AND UH AND AND AND WELL BASIC UH OPERATIONS LIKE ON AND OFF AND UH SWITCHING CHANNELS AND UH AND MAYBE UH TELETEXT OR SOMETHING LIKE THAT UH WELL THESE ARE TWO UH REMOTES AND THAT'S OUR UH OUR DILEMMA I THINK UH WE JUST HEARD FROM THE INDUSTRIAL DESIGNER HOW UH DIFFICULT IT IS BUT UH SHALL WE MAKE A BASIC REMOTE CONTROL UH JUST UH SWAPPING CHANNELS AND VOLUME AND UH POWER BUTTON AND WELL NOTHING MUCH MORE OR UH UH MORE FUNCTIONS ON THE REMOTE UH MAYBE MORE DEVICES YOU CAN INFLUENCE UH A RADIO OR A V A VIDEO RECORDER UH V. C. R. YEAH WELL THAT'S OUR DILEMMA UM ANY IDEAS ABOUT THAT BASIC OR MULTIFUNCTIONAL WE'LL GOT BACK ON THAT LATER OKAY YEAH YEAH WELL THE THAT WAS JUST ON MY MIND SO UH I DIDN'T KNOW WHAT UH WHAT WAY WE WOULD GO MM YEAH WELL THAT WAS MY UH FUNCTIONAL UH TALK 'KAY 'KAY THANK YOU THEN IT'S YOUR TURN THE MARKETING EXPERT UH UM M YEAH UM YEAH OKAY THIS BIT TOO FAR SO SO I'M UH GONNA HAVE A PRESENTATION ABOUT UM THE MARKET ABOUT UM YEAH WHAT PEOPLE THINK UH WE DID A USABILITY LAB TEST WITH A HUNDRED PERSONS AND WE LOOKED AT UH SEVERAL UM THINGS UH AMONG THEM DESIGN UH D D HOW D DID THEY LIKE THE USE OF IT UH WHAT FRUSTRATIONS THEY HAD WHILE USING REMOTE CONTROLS UH WELL WHAT WHAT WILL BE OUR MARKET AND UH WE ASKED THEM IF WE HAD SOME NEW FEATU FEATURES IF UM THAT WOULD BE A GOOD IDEA OR NOT WELL OUR FINDINGS UH OUR USERS THEY DISLIKED THE LOOK AND FEEL OF CURRENT REMOTE CONTROLS UM UH THEY ESPECIALLY FOUND FOUND THEM VERY UGLY AND UM TH THEY ALSO FOUND THEM HARD TO TO LEARN HOW TO USE IT UH WELL THEY ALSO ZAP A LOT SO UH ZAPPING UH SHOULD BE VERY EASY AND UH FIFTY PERCENT OF THE USERS ONLY USE TEN PERCENT OF THE BUTTONS SO A LOT OF UNUSED BUTTONS THERE IS MORE FINDINGS UH ON THE BUTTONS WHICH UH BUTTONS FIND USERS UH VERY IMPORTANT AND WHICH WHICH NOT AND HOW MUCH WOULD THEY USE THEM WELL UH THE MOST USED BUTTON IS THE CHANNEL SELECTION AND UH WE ASKED THEM HOW UH RELEVANT THEY THINK UH THE BUTTONS ARE THE POWER VOLUME AND CHANNEL SELECTIONS ARE VERY RELEVANT UH TELETEXT IS UH LESS RELEVANT BUT ALSO IMPORTANT UH NOT IMPORTANT THEY FOUND THE AUDIO UH THAT'S NOT THE VOLUME BUT UH SPECIFIC THE THE PITCH OR THE LEFT OR RIGHT UH THE SCREEN AND THE BRIGHTNESS AND UH CHANNEL SETTINGS UH TH AND THEY ALSO ARE NOT USED VERY OFTEN THEN WE HAVE A FEW UM GRAPHS ABOUT THE MARKET UH HERE WE CAN SEE WHAT THE MARKET SHARE IS OF UH SEVERAL GROUPS UM AS YOU CAN SEE MOST USERS ARE UH BETWEEN THIRTY SIX AND FORTY FIVE UM THE THE THE YOUNGER GROUP BETWEEN SIXTEEN AND TWENTY FIVE IS NOT VERY BIG AND TO COME BACK ON THE THE SWAPPING UH THINGS UH I DON'T THINK UH I I THINK THE YOUNGER WILL BE MOST INTEREST IN IT BUT UH THEY ARE NOT A VERY BIG GROUP UM IN THE WE ASKED THEM UH HOW WOULD YOU LIKE A S A NEW FEATURE IF YOU HAVE AN L. C. D. ON THE REMOTE CONTROL WHAT WOULD YOU THINK OF IT NOW YOU CAN CLEARLY SEE YOUNG USERS SAY I WILL THAT WOULD VERY NICE AND OLDER USER THINK UH THEY WILL BE SCARED OF CHANGE I THINK AND THEY WON'T LIKE IT AND ANOTHER THING HOW WOULD YOU LIKE TO HAVE A SPEECH RECOGNITION ON IT WELL HERE WE SEE THE SAME YOUNG USERS UH THINK THAT'S AN INTERESTING IDEA AND OLD USERS NOT UH WELL WE UH FOUND OUT THAT THERE ARE TWO SEVERAL MARKETS AT WHICH WE CAN AIM UH THE FIRST ARE THE YOUNGER THE AGE BETWEEN SIXTEEN AND FORTY FIVE UH THEY ARE HIGHLY INTERESTED IN THE FEATURES AS YOU CAN SEE UH HERE AND UM THEY ARE MORE CRITICAL ON THEIR MONEY SPENDING UH THE SECOND GROUP IS THE OLDER GROUP AGED BETWEEN FORTY SIX AND SIXTY FIVE THEY ARE LESS INTERESTED IN UH NEW FEATURES BUT UH THEY SPEND THEIR MONEY MORE EASILY NOW IF WE LOOK BACK AT THIS GRAPH WE CAN SEE THAT AMONG THE FIRST GROUP IS ABOUT UM SIXTY PERCENT AND THE SECOND GROUP ABOUT FORTY PERCENT SO THE THE FIRST GROUP IS BIGGER WELL THEN I COME TO MY UH PERSONAL PREFERENCES UH YEAH THE FIRST QUESTION IS UH ALSO WE HAVE TO ASK IS AT THE WHICH MARKET DO WE AIM AT UH OF COURSE N UH SAYING WE AIM AT THE YOUNG GROUP DOESN'T SAY THAT OLD PEOPLE WON'T BUY IT BUT LESS OF THEM WILL BUY IT UM WELL I UH OKAY WHAT I THOUGHT UM EVEN YOUNG PEOPLE SAY IT'S HARD TO USE REMOTE CONTROL SO IF YOU MAKE A REMOTE CONTROL THAT IS UH VERY EASY TO USE THAT'S ESPECIALLY AIMED AT THIS GROUP EVEN UH THE YOUNG GROUP WILL ALSO BE MORE INTERESTED AND UM WE CAN MAKE SPECIAL FEATURES BUT UH I THINK IT LOOKS NICE IN THE FIRST TIME BUT WHEN USE IT UH I DON'T KNOW WHAT'S UH GOOD THING OF SPEECH RECOGNITION MM-HMM UM WELL TH UH THAT'S MY SECOND POINT UH LESS IMPORTANT FUNCTIONS SHOULD BE DISCARDED FROM THE REMOTE CONTROL IT'S ABOUT DISCUSSION WE HAD EARLIER UM