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Tuesday, August 28, 2007 7:38:10 PM
See this website for more information on the Kano Model - http://www.isixsigma.com/library/content/c060123a.asp
After discussing the subject, we broke out into 4 teams. The facilitator asked us to do a Kano Model for a cell phone. It was quite interesting how some teams were significantly impacted by the origin of their team members. For example, one team had an attendee from India and another from the U.K. Their list of features that would delight the customer was much more advanced than another team that was made up of primarily attendees from the United States with age well over 40. For example, the team with the attendees from Asia and U.K. included mobile ticketing and mobile coupons on their list of "exciters and delighters". Text messaging for them was a "threshold / basic must have", while the over 40 U.S. team didn't even list text messaging or other more advanced features as a delighter.
My point is this little exercise was just further evidence to me that the U.S. market probably is not ready for Neom's technology yet, while Asia and Europe are.
I am not stating anything that we haven't all said before. Look at DiamondTech's post today and you will see that even in Japan mobile advertising is still not big dollars today - a mere $328 million vs. over $1 billion projected by 2011. It's just further evidence that we are "still early to the dinner table".
ss9173
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