Pda

SYNOPSIS

Purpose of the Report

The purpose of this report is twofold: to recognize the need for basic, easy to use functioning personal digital assistants (PDA's) in today's market and to bring these concerns to the attention of consumers in an effort to position the personal digital assistant(PDA) through a revolutionized market. The purpose is based on the following key areas of discussion:

(1.) The assessment of SWOT analysis on personal digital assistants (PDA's), (2.) The assessment of the 7-step process utilized when solving the "PalmPilot" case study, (3.) Survey results from the personal digital assistant (PDA) questionnaire, (4.) Analyzing the new product process that the "PalmPilot" went through.

Although the survey revealed a limited experience among its respondents with personal digital assistants (PDA's), it is not an accurate representation of the current statistics regarding the use and features of a personal digital assistant (PDA). However, the survey did indicate a considerable willingness of the respondents who use personal digital assistants (PDA's). Our interviews with customer service representatives at local electronic stores provide a professional sales view of the personal digital assistant (PDA) as a whole. The viewpoints expressed by the interviewees are supported further by secondary research in the form of information obtained from magazines, websites, and newspaper articles.

Based on the research conducted for this report it is fair to say that, at the time, personal digital assistants (PDA's) appear to be changing the way everyday people and work professionals organize their day. Since previous personal digital assistants (PDA's) before the late 1990's have been too big in size, contained too many features and too many buttons, the personal digital assistant (PDA) has intimidated consumers with their technology and updated user behaviors. Nevertheless, Palm Computing Inc. has revolutionized this product and its market for the late 1990's and its years to come.

Summary of Primary Recommendations

A number of proactive recommendations are made to heighten consumer behaviors and attitudes toward personal digital assistants (PDA's). This new product is rapidly expanding the technologically advanced work and leisure world. Included in these recommendations is (1.) creating a mobile service with two-way paging and text messaging, (2.) creating a money management feature /function, (3.) allowing wireless connectivity for on-line banking, (4.) creating trendy and fashionable accessories for the personal digital assistant (PDA), (5.) using the PDA as a promotional item for PC and Software companies.

Palm Computing Inc. 6

Palm Computing Inc.: Reshaping the PDA Industry

Introduction

By examining and following the new product process, Palm Computing Inc. was able to take a failing pre-existing product, the personal digital assistant, and capture a massive market share. Jeff Hawkins, Donna Dubinsky, and Ed Colligan gave the personal digital assistant (PDA) a new life and meaning. They introduced the personal digital assistant (PDA) at a smaller, sleeker, and at less costly proportions in which the "PalmPilot" was born.

In today's technologically advanced work and leisure world, post-it notes and grocery lists are obsolete and time consuming. Personal digital assistants (PDA's) are changing the way everyday people and work professionals organize their day. These personal digital assistants (PDA's) are a friendly resource tool, which the consumer must identify and create new behaviors for use.

The creators of this revolutionary assistant believed "the reason why early hand-held computers failed were because they had too many features, making them too big, too slow, too heavy, and too expensive," explains Andrea Butter, Vice President of marketing for Palm (Berkowitz p.292). When put to the challenge by investors, Palm Computing managers, Jeff Hawkins, Donna Dubinsky and Ed Colligan were ready to re-create a personal digital assistant (PDA) market with the new product process.

This report will begin by explaining what a personal digital assistant (PDA) is and how they work and operate. Background information will provide insight into the uses of a personal digital assistant (PDA) and for what applications they are used. It is also an examination of why other personal digital assistant (PDA) companies were unable to provide consumers with a user-friendly personal digital assistant (PDA), and the difference in the PalmPilot compared to other personal digital assistants (PDA).

We have generated our conclusions through primary research methods such as, face-to-face interviews with customer service representatives, public surveys, and an email interview conducted with Palm Computing. This research is accompanied by secondary research gathered through websites, magazines, newspapers, and books. This report analyzes the strengths and opportunities in the new product process that was responsible for the PalmPilot capturing "70 percent of its market share by 1998" (Berkowitz p.292). We then use our findings to analyze and interpret the threats and weaknesses that plagued development, market testing, and commercialization of the PalmPilot.

Palm Computing Inc. 7

In reviewing our public surveys, we found that there is a potential market for personal digital assistants (PDA's). Taking into consideration that this case study is from 1997, we also have many recommendations regarding product quality and accessibility to consumers.

Background of the Personal Digital Assistant (PDA)

The PDA stands for personal digital assistant. The first personal digital assistant (PDA) was introduced by John Sculley of Apple Computers in 1993. A typical personal digital assistant (PDA) performs on its own operating system, similar to that of a personal computer. To enter information in a personal digital assistant (PDA) you must use a stylus pen to write and also choose items by touch on the screen or the keyboard. Most personal digital assistants (PDA's) also come with a rechargeable lithium battery. The first revolutionary personal digital assistant (PDA) was named the "Newton" and it was predicted that it "...would become ubiquitous tools that would hold telephone numbers, keep your calendar, store notes, plus send and receive data wirelessly (www.)."