JS1 Pocket Tablet

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Assignment 1 Report
For: RMIT: Introduction to Information Technology: Virginia King
By: James Stanley S3571438
Due: 25/10/2015

The JS1 Pocket Tablet
Combining Technology to Improve Portability

Source: salesforce
The JS1 Pocket Tablet

1

Table of Contents
Executive Summary

3

Introduction:

4

Limits of report:

5

Terms:

5

The JS1 Pocket Tablet :

6

Findings:

9

Global Sales:

9

Display Size:

10

Desired Features:

11

Smartphone v Tablet (use):

12

Portability:

15

Competition:

16

Conclusion:

17

Recommendations:

18

References:

19

The JS1 Pocket Tablet

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Executive Summary
Research of current trends looked at use, preference of features, limitations and
competition of technology devices. This substantiated the demand, commercial viability
and need for the JS1 Pocket Tablet. Surveys and information from reports, books and
leading online technology websites was analysed and will be referred to in this document.
The JS1 Pocket Tablet is the merging of the Tablet and the Smartphone, The point of
difference being the use of three foldable screens as opposed to a fixed screen seen in
Phablets (Phone + Tablets). The JS1 Pocket Tablet concept device gives the benefits of
both devices in a portable solution.

The JS1 Pocket Tablet

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Introduction
Digital mobility and connectivity grows more important every day. We know consumers
keep their mobile devices nearby, check them frequently, and occasionally use multiple
devices at once (etmc.2014). In 2015 Eighty percent (80%) of internet user have a
smartphone making them a mainstream device. Tablets are close to 50% with internet users
reporting having one personally. The Tablets continued rates of growth will be a key metric
to watch in the face of the ever-improving smartphones, especially in the “phablet” space,
in the year ahead ( globalwebindex.2015).
Identifying and understanding consumer electronic device behaviour is key to development
of new technology(Han et al. 2004). This report shows the comparison of electronic devices
(smartphones, tablets) to see how each is used and the differences between them. Reports
are analyzed to show preferences of features desired by consumers in mobile devices. The
limitations and areas of use of digital devices currently on the market reinforce the need for
improvements in design for new products.
A new concept product based of research findings has been created that combines the
benefits of both smartphone and the tablet device. This new product is called
The JS1 pocket Tablet and the description including features will be shown ahead in this
report.
The JS1 Pocket Tablet

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Limits of Report
The JS1 Pocket Tablet is a concept device and specifics in regard to hardware layout,
dimensions and hinging system has not been addressed here. The manufacture, marketing
and distribution of the product are not in the scope of this report. The information and data
collected is based on the American and global markets in general.
The main purpose of report is to prove the demand and benefits for such a device.

Terms
Tablets

- A Tablet computer, commonly shortened to Tablet, is a mobile computer with a
touch screen display, circuitry and battery in a single device. They are typically
larger than Smartphone at 7 inches (18 cm) +, measured diagonally.

Phablet

- A Phablet is a class of a mobile device designed to combine the form of a
smartphone and a Tablet. Phones with screens larger than 5.2 inches are called
"Phablets".

Smartphone - is a mobile phone with the features of a computer operating system which
combines the functionality of both devices. They are measured in diagonal
inches starting from 2.45 inches.
The JS1 Pocket Tablet

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JS1 Pocket Tablet
The JS1 Pocket Tablet when folded displays the single screen.
The dimensions- 138.1 x 67 x 20.6 mm (5.44 x 2.64 x 0.81 in).
This size allows for all current smartphone characteristics
such as portability (carried in pocket), easy viewing and one
hand operation. The JS1Pocket Tablet has a 4.7in touch-screen
comparable to the iphone 6.All features are equal to the
current smartphones of today.

1.) JS1 Pocket Tablet
Folded (Closed)

2.) JS1 Pocket Tablet
Unfolded (Open)
Dimensions unfolded138.1 x 201 x 6.9 mm (5.44 x 7.92 x 0.27 in).
The JS1 Pocket Tablet

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The JS1 Pocket Tablet display extends to 7.7inch
when unfolded giving the look, feel and
functionality of a Tablet. The device body is
minimized on internal screen edges to give the feel
of a single screen. This foldable screen is best
suited to Microsoft windows operating systems to
take advantage of the extend screen technology
found in windows desktop operating systems.

4.) Example of Page Display
across screens

3.) JS1 Pocket Tablet 3D
The JS1 Pocket Tablet

7

The JS1Pocket Tablet is compact with dimensions of 20.6mm (0.81 inches) folded. The
larger case area will allow the internal electronic and circuit board to be spread over the
three screens. The compactness is a feature that is required to keep the device portable and
similar to smartphones already on the market. The screens can be individually turned off to
save on battery power.

0.81 in

5.) Closed Side Section

6.) Closed End Section

0.27 in

7). JS1 Pocket Tablet
End Section (part open)
The JS1 Pocket Tablet

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Findings
Global Sales
In the finding and statistics we see screen size has increased rapidly in recent years due to
competition between device manufacturing companies as well as the introduction of the
touch screen. The demand also fuelled by consumers desire to watch media and shop online.
The improved functionality has seen an explosion in sales in 2013. Phablets made a
significant jump, up by 100 percent from the previous quarter, and up 620 percent
compared to the same quarter in 2012. (Curtis 2013).
Globally unit sales of smartphones with larger screens (5”+) grew 180 percent in 2014.
GfK forecasts this to be the largest segment in 2015(Walsh.2015).

Smartphones
Total global units
Primary Source: GfK

Units Sold (in millions)
Q4 2013
Q4 2014
% Change
292.0
346.5
19%

Sales Value (in billion USD)
Q4 2013
Q4 2014
% Change
95.3
114.8
20%

The JS1 Pocket Tablet

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Display Size
Since 2007 when apple launched the iphone with its multi touch-screen display the
beginning of a manufacturer war started with increase screen size. Smartphones rapidly
grew from a 3.5 inch displays to current sizes trending at 5.5 inches.
One of the big reasons for this is
consumer preferences and behavior.
Consumers are using devices
differently than they did three to eight
years ago, when the growth began.
Device users are viewing a lot more
content, and demanding bigger and
better displays on which to do it.
Some 41 million people in the
United States watch video on their
smartphones with gaming and
shopping also popular on larger display devices (wired.2013).

Source.IHS

It took five years for the average screen size to get from 3" to 4", but only two more to get to
the current average of 5". In the last two years, we see an astonishing trend towards 4.5"
and bigger screens. Smartphones with 4.5" screens or more were ~10% two years ago, now
they represent ~80% of all new models.
The JS1 Pocket Tablet

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Desired features
The most important design features are: the physical appearance, size and menu
organisation, which together account for 42% of the total user's overall satisfaction.
Kim & Sundar state that “Recent polls on smartphone adoption and usage reveal that the
screen size of smartphones has steadily grown from 2008 to the present, and nearly onethird of smartphones sold in 2012 had a screen size larger than 4.5 inches. Screen size is
now regarded as a key choice factor among smartphones, equally as important as brand
reputation, price, and operating system”(2014.p466).

Source. Alex Barredo@Somospostpc
The JS1 Pocket Tablet

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Smartphone v Tablet (use)
Email and text messaging are the most often
performed activities on smartphones with
91% of users checking email and 90% texting
at least once a day. The most common
activities on tablets are email (69%) and
searching for information online (70%).
Tablets are used in the home more frequently
than smartphones for activities such as
watching videos or movies (40%) and
reading (57%).Tablet usage increased in
the evening and weekend compared to
smartphones with overall average use of 3.1
hours per day compared to smartphones
3.3 hours. Tablet users are more inclined to
purchase while shopping online compared to
smartphones users. Smartphones were used
more for product comparison. Tablets and
smartphone used together at least once a day
accounted for 41% of owners overall
(salesforce.2014).
Source.Salesforce

The JS1 Pocket Tablet

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The tables below show comparison of page views, products added to cart and conversion
rate (completed sales).The Traditional (desktop, Laptop) devices clearly dominates in all
area for ecommerce over all. The Tablet statistics also show that consumers view, add to
cart and buy more products and services online compared to smartphones.

Source.monetate

The differences are due to factors such as ease of use, time of use, screen size and optimized
websites for the devices. Websites are not delivering content optimally on mobile devices,
54% of survey respondents say mobile-optimized websites don’t give enough information.

The JS1 Pocket Tablet

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Source.monetate

Source.monetate

The JS1 Pocket Tablet

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Portability

The smartphone is more portable than a
tablet and as the power and size of
smartphones has increased the slowing
of tablet sales has occurred. A 10.7-inch
tablet tends to be too large and heavy for
easy travel, size and/or weight are
reasons why devices are left behind.
There's great value in high portability
and this has given rise to the explosion of
phablet sales recently. As smartphone
manufacturers continue to turn out more
and more phablets, this has a negative
effect on tablet sales(Forrester.2015).
The general consensus by critic and
specialists is that size over 7 inches for
a device reduces its ease of portability.

The JS1 Pocket Tablet

15

Competition
There is much competition within concept phone design and the major players come from all
areas e.g. manufacturers such as Samsung, Apple and Nokia to name a few. Software
companies, Tech designers and futurists all have looked to what the future may hold in
regards to device design. There are many patents and designs created to have the edge on
the competition and to push technology further. The JS1 Pocket Tablet is one of many
concept folding devices on the market as portability is a common theme among some future
designs. Products such as Microsoft’s Courier and the Lunark by Allen Ospina are very
similar and as of writing Samsung has released a concept folding Phone for early 2016.
Microsoft Courier

Source.Author

Lunark

Source.Author

Samsung

JS1 Pocket Laptop

Source.Author

Source.Author

The JS1 Pocket tablet has a point of difference as it uses all readily available technology
that exists today. The feasibility and viability give the product its advantage as there are no
untested materials or undiscovered technical problems that may arise.
The JS1 Pocket Tablet is unique using the three screen array which has not been created
even in concept yet making it new and distinctly Individual.
The JS1 Pocket Tablet

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Conclusion
The results of the findings show that sales in smartphones are continuing to be strong with
large screen Phablet sales booming. The Tablet market has seen a leveling off in sales due
to this. The JS1 Pocket Tablet would help create new sales and share in the smartphone,
Phablet and Tablet sales markets.
The display size is shown to be are feature desired among users and portability an important
physical factor in usability. The flexibility of the JS1 Pocket Tablet will appeal to all three
sectors of the market above as the folding screen covers all preferred usage styles.
The differences in use between Tablets and smartphones including websites visited and
online sales would become more evenly distributed. The JS1 Pocket Tablet would increase
online sales as a result of merging the two devices. The viewing of websites would be the
same as displayed on desktops and tablets giving full functionality.
The competition in the area of folding concept phone devices is increasing. This reinforces
the need for such a device as the limitation of portability is a problem seen by many in the
Industry. The competitive advantage of the JS1 Pocket Tablet is the use of already existing
technology and the three screen array. This device is unique and functional and would not
have the bugs or design problems as some futuristic concept devices may confront.

The JS1 Pocket Tablet

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Recommendations
The JS1 Pocket Laptop is a concept device that needs to be developed to take advantage of
the gap in the market of portability. The competition in the industry means first to market
would have the competitive advantage and therefore developing this device quickly is
recommended. This product would benefit with partnering with large phone companies
and large electronics producing companies. Further design layout and prototypes need to be
made with cost analysis. Testing and surveying interest in markets and demographics would
give further important information. The support of a large and penetrating advertising
campaign would insure the future success of this product.

The JS1 Pocket Tablet

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References
Anon, etmc-2014mobilebehaviorreport.pdf. Available at:
http://www.exacttarget.com/sites/exacttarget/files/deliverables/etmc-2014mobilebehaviorreport.pdf [Accessed
September 16, 2015a].
Anon, 80% of internet users own a smartphone. Avialable at:
https://www.globalwebindex.net/blog/80-of-internet-users-own-a-smartphone [Accessed September 9, 2015b].
Anon, Smartphone Screen Sizes Keep On Growing — But Not for Much Longer | WIRED. Available at:
http://www.wired.com/2013/04/why-big-smartphone-screens/ [Accessed September 9, 2015c].
Curtis, S., 2013. ―Phablets‖ overtake tablets and laptops in Asia. The Daily Telegraph. Available at:
http://www.telegraph.co.uk/technology/news/10281036/Phablets-overtake-tablets-and-laptops-in-Asia.html
[Accessed September 10, 2015].
Han, S.H. et al., 2004. Identifying mobile phone design features critical to user satisfaction. Human Factors and
Ergonomics In Manufacturing, 14(1), pp.15–29.
Kim, K.J. & Sundar, S.S., 2014. Does screen size matter for smartphones? Utilitarian and hedonic effects of screen
size on smartphone adoption. Cyberpsychology, behavior and social networking, 17(7), pp.466–73. Available at:
http://www.pubmedcentral.nih.gov/articlerender.fcgi?artid=4080862&tool=pmcentrez&rendertype=abstract
[Accessed September 20, 2015].
Ling, C., Hwang, W. & Salvendy, G., 2007. A survey of what customers want in a cell phone design. Behaviour &
Information Technology, 26(2), pp.149–163. Available at:
http://www.tandfonline.com.ezproxy.lib.rmit.edu.au/doi/full/10.1080/01449290500128214 [Accessed September
9, 2015].

The JS1 Pocket Tablet

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