SONY NW HD5 MP3 PLAYER MARKET ANALYSIS

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SONY NW HD5 MP3 PLAYER MARKET ANALYSIS

• Mohammad Islam
• Arafat Salih Aydiner
• Information Retrieval Fall 2005
• 12/07/2005
• New Jersey Institute of Technology

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OBJECTIVES

• MP3 History
• Problem Statement
• Problem Description
• Utilized Tools
• Analysis Steps
• Text Mining Analysis
• Recommendations

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MP3 History

• Original name is MPEG Audio Layer 3
• Invented in the late 1980s by the Fraunhofer
  Institute in Germany.
• Quality audio became transferable in the late
  1990s
• Sony invented Walkman 1979
• Around 1995 MP3 era has started

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Problem Statement

• Portable audio market was shifted from digital
  era that MP3 players became popular. Sony was
  famous for Walkman product. After digital
  portable audio players started popping up, Sony
  lost its market to other companies, like Apple
  Macintosh iPod, Creative, and iRiver America

VS.
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Problem Description

• Market Research using Text Mining
• What are the reasons Sony lost the market share?
• Design Issues
• Functional Issues
• Comparison with other competitors.
• Comparison was done between these products
• Sony NW HD5 iPod 20GB 4th Gen. Creative Zen
  Sleek iRiver H10

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Utilized Tools

• Spiders R US
• - Developed by Artificial Intelligent Lab,
  Department of Info. Sys. Arizona
• - Free toolkit to provide tools for different
  types of functions ( spidering, indexing,
  searching)
• - It is used for spidering to facilitate the
  collection of reviews from various websites.
• Text Analyst
• - Text analyst helps you quickly summarize,
  efficiently navigate, and categorize the
  documents hierarchical
• - The software has limitations, and it wasnt
  beneficial for the text analysis.
• - The software only highlights the text, it
  doesnt have analysis part.
• - We didnt use it

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Utilized Tools

• Convert Doc
• - Document Conversion Tool
• - Converts different formats to each other.
• - Due to limited version we didnt use it.
• Web2Text
• - HTML to ASCII converter.
• - Keeps the URL visible
• - Due to limitation and an error we abandon.

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Utilized Tools

• HtmlAsText
• - Converts HTML files to simple text documents.
• - Removes tags and scripts from the document.
• - We used this simple freeware utility to
  convert our documents.
• WordStat
• - Text analysis software to study textual
  information such as responses open ended
  questions, interviews, title, journals, articles,
  etc
• - It has categorization option by using
  dictionary approach.
• - It has exclusion list, word stemming
• - Relationships between words or categories as
  well as document similarity may be identified
  using hierarchical clustering and analysis.
• - We used this tool to analyze our documents.

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Utilized Tools

• SimStat
• - Statistical analysis program.
• - Scripting language and automated statistical
  analysis.
• - Apply context analysis and text mining
  features.
• - We used this software to start analyzing our
  documents.

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Steps for Analysis

• We analyzed the problem statement and chose our
  user review resources.
• www.amazon.com
• www.cnet.com
• www.pricegrabber.com
• www.eopinions.com
• http//shopping.yahoo.com/
• 2. We collected almost 200 HTML user review
  documents for each company s product. Spider R
  Us was used.
• 3. The collected documents were converted to
  Text file by using HtmlAsText.
• 4. We normalized the documents by manually and
  Windows OS search options. The number of
  documents reduced to
• Sony NW HD5 60
• Creative Zen Sleek 40
• iPod 20 GB 4th Generation 97
• iRiver America H10 44

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Steps for Analysis

• Each documents were renamed according to their
  product review.
• Document were converted to Database by using
  WordStat.
• Database were opened by using SimStat.
• Context Analysis was chosen to make the analysis
  and Text documents were chosen as a dependent
  variable.
• WordStat was automatically fired up
• We created the categories according to the common
  vocabulary that we had form user reviews.
• We included excluded words and word stemming.
• We run the analysis

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Steps for Analysis
DESIGN BOXY (1) BRICK (1) POOR_DESIGN
(1) STYLISH (1) FEATURES BOOKMARKS_SUPPORT
(1) CLICK_BUTTON (1) COLOR (1) G_SENSOR
(1) LARGE_DISPLAY (1) MASSIVE_STORAGE
(1) MONO_SCREEN (1) PICTURE_DISPLAY
(1) SHOCK_PROTECTION (1) SKIP-FREE (1) USB
(1) TOUCH_PAD (1)
MP3_PLAYERS SOFTWARE CONFUSING (1) CRASH
(1) CLUNKY (1) POOR (1) BATTERY_LIFE LONG
(1) SHORT (1) PRICE CHEAP (1)
COSTS_LESS (1) INEXPENSIVE (1) PRICEY
(1) EXPENSIVE (1)
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Text Mining Analysis

• We used frequency tables, cross tab diagrams, and
  Keyword In Context to analyze our documents.
• In the frequency tables we considered TF.IDF
  value to come up with the results.
• Cross tab is used to compare the number of
  occurrence for each terms by using its graphical
  representation.
• We used Keyword In Context to analyze the
  terms that showed an anomaly.

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Text Mining Analysis

• General Comparison Results
• Sony NW-HD5 player has, such as high price, poor
  software, low battery life compared to its
  competitors, thicker size, mono-chromatic screen,
  data transfer is slow and design is not very
  stylish.

Price- Cheap
Battery Life Long
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Text Mining Analysis
File Transfer Slow
Software- Poor
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Recommendations

• SonicStage Software needs to be upgraded or
  redeveloped to increase it reliability and
  performance. Data transfer will also improve once
  the software evolves.
• Mono-Chromatic screen need to be changed with a
  color screen.
• Style the product need to be redesigned so that
  it look more stylish and it must consider it
  competitor so that the consumers style can be
  captured.
• Battery life need to be improved and if its
  necessary there should be a joint collaboration
  with the battery companies.
• The price must be reasonable and must be set
  while keeping mind the number features offered
  compared to it competitors. If needed the price
  should be reduced to make it more attractive to
  the consumer.
• The product size must be reduced so that can be
  easily carried by the user.

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Thanks
QUESTIONS ?