Knowledge ring

What is the dependency, influence and differences between innovative companys archetypes and their targets archetypes in the tablet market? Maikel Knippels Mike Leander Katherina s Petkova Mitzi Lagerweij Bob van Wezenbeek 2001820 2037709 2078497 2081704 2078497

Foreword
This report is written in order for Avans Hogeschool s-Hertogenbosch by the fourth year students of the minor innovation & creativity. The main context of the research is based on innovation. The meaning of the assignment is to come up with a research about innovation as an subject. This report is written for the people who are interested in innovation, consumer behaviour, archetypes and the tablet market. We want to refer to chapter 2 when it comes to general information about the tablet market. In chapter 3 and 5 you can find the information about the chosen companies and their innovations. When you are interested in archetypes we recommend chapter 4. We want to show our gratefulness to Kees van Caam who helped us structuring the research. Besides the lectures of Kees we also want to thank the people who were involved with the interviews. s-Hertogenbosch, 11 October 2013 M. Knippels M. Leander K. Petkova M. Lagerweij B.A.J. van Wezenbeek

Summary
This article is about influence , dependency and difference in archetypes. We started to research and gather insights into five big innovated companies that everyone knows. The essence of the chapter was to gather a bird eye view of their brand image. So could their approach as expected they were all different although their product look the same there is a different in users approach and user experience. Were own companies think he may decide it a others do the total opposite and gives more option to the consumer. All those things are really in common with their brand values and beliefs, its really buried in the companys. Next we started to the consumer behavior part research and focused on archetypes. In our research we explained the archetypes and gave the company consumer identity and image all an archetype. So we could compare them and found out how the influence flow works. With the particular information we were able to make assumptions and find out how the dependences between the companies and their groups work in practice. Also we wanted to know if the archetypes are playing a big role and if there are particular archetypes more influencing. Finally we could draw conclusion on how companies are managing to keep their customers loyal to the brand.

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Table of contents
Foreword 02 Summary 02 Chapter 1: Introduction 05 Chapter 2: Ins and outs of a tablet 06 2.1 What actually is a tablet? 06 2.2 Which companies offer these devices? 06 Chapter 3: Insights and timelines 07 3.1 Apple 07 3.1.1: Brand definition 07 3.1.2: Culture 08 3.1.3: Strategy 09 3.1.4: Sales and Future 09 3.1.5: Timeline of Apple 09 3.1.6: Conclusion and Discussion 10 3.2 Google 10 3.2.1: Brand definition 10 3.2.2: Culture 11 3.2.3: Strategy 12 3.2.4: Sales and Future 13 3.2.5: Timeline of Google 14 3.2.6: Conclusion and Discussion 14 3.3 Microsoft 15 3.3.1: Brand definition 15 3.3.2: Culture 16 3.3.3: Strategy 17 3.3.4: Sales and Future 17 3.3.5: Timeline of Microsoft 18 3.3.6: Conclusion & Discussion 18 3.4 Sony 19 3.4.1: Brand definition 19 3.4.2: Culture 19 3.4.3: Strategy 20 3.4.4: Sales and Future 22 3.4.5 Conclusion & Discussion 23 3.5 Samsung 24 3.5.1: Brand definition 24 3.5.2: Culture 24 3.5.3: Strategy 25 3.5.4: Sales and Future 26 3.5.5: Conclusion and Discussion 27

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Chapter 4: The most usable archetypes

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Chapter 5: Company based archetypes 31 5.1 Apple 31 5.1.1 Archetype based on our research (image) 31 5.1.2 Archetype based on identity 31 5.1.3 Archetype based on the consumers 31 5.1.4 Conclusion 32 5.2 Googles Archetype 32 5.2.1 Archetype based on our research (image) 32 5.2.2 Archetype based on identity 32 5.2.3 Archetype based on the consumers 32 5.2.4 Conclusion 33 5.3 Microsofts archetype 33 5.3.1 Archetype based on our research (image) 33 5.3.2 Archetype based on identity 33 5.3.3 Archetype based on the consumers 33 5.3.4 Conclusion 34 5.3 Samsungs Archetype 34 5.4.1 Archetype based on our research (image) 34 5.4.2 Archetype based on identity 34 5.4.3 Archetype based on the consumers 34 5.4.4 Conclusion 35 5.5 Archetype of Sony 35 5.5.2 Archetype based on identity 35 5.5.3 Consumer archetype 35 5.5.4 Conclusion 36 Chapter 6: Switching costs 36 6.1 Apple 36 6.2 Google 36 6.3 Microsoft 37 6.4 Sony and Samsung 37 Chapter 7: Conclusion and discussion 37 Resources 39 Extra pages 43

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Chapter 1: Introduction
The University Avans s-Hertogenbosch challenged us to brainstorm about innovation. What is innovation? All thoughts has been discussed and it became clear we, the project group, would like to know how the consumer market can be influenced by innovations developed by the biggest tablet market competitors at this moment. We are talking about Google, Microsoft, Apple, Samsung and Sony. The main question of our research is: What is the dependency, influence and differences between innovative companys archetypes and their targets archetypes in the tablet market? The main motivation to start this research is the curiosity to innovations but also how companies influence the customer by introducing their new products. Nowadays innovations are used as an extending of our body, Marshall McLuhan came with the famous quote the medium is the message. It means that innovations defines us, we cannot live without them. Innovation changes will always influence men kind. We want to find out what kind of effects innovations have had so far in Europe and what kind of tendency is arising. This study could lead us to further scientific purposes.The main purpose of our research plan is to a get better detailed picture of the meaning and influence of every innovation process for each company and its target group. This study will embrace our understanding of the whole process and provide us with information needed for every company willing to expand its brand to the consumer market.

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Chapter 2: Ins and outs of a tablet

In this chapter we wanted to formulated our frame, we had chosen to focus our topic within the frame the tablet market from 5 innovated companies. This chapter describes our demarcate for the companies and the tablets. We all know the classic computer, the one that most of us work on every day. In 2000 Microsoft introduced the first tablet ever. The Tablet PC was designed to function like a portable writing instrument. It included handwriting recognition as well as the capability of storing handwritten words and annotation as images and the rest is history. Windows tablets have come and gone and Androids and iPads became more dominant.

In the mid-2000s, the Scribbler was one of the first Tablet PCs that docked with a keyboard

The first tablet PCdesigned to emulate a paper tablet.

Nowadays more than four in then (42%) Dutch households owns at least one tablet, this means that around tree million Dutch households own a tablet device(!). The report Dutch Tablet users 2013 was based on a survey around 6600 consumers aged 12-80 during the second quarter of 2013. They survey found that 19% of all the consumers is planning to buy a tablet within the next six months. When they conducted this research six months ago, 17% said he would buy a tablet within the next six months whereas 9% actually bought one. When it comes to using, the most popular activities are surfing on the Internet and gaming. Consumers use their tabled over nine and a half hours a week on average. Tablets owners are most often male and have a gross family income high than consumers who do not use a tablet.

2.1 What actually is a tablet?

a general-purpose computer contained in a single panel. Its distinguishing characteristic is the use of a touch screen as the input device. Fingers operate modern tablets, and a stylus is an option, whereas earlier tables required a stylus. In 2000, Microsoft introduced the first Windows tablet Tablets take their primary input from their touch screen, there is no keyboard and mouse. You simply tap the screen to make choices and enter text. Tablets connect to the Internet using Wi-Fi or 3g technologies. The primary function of a tablet is for consuming media such as eBooks, movies, music , playing games, browsing the internet and retrieving e-mail. Tables typically use Smartphone operating systems.

2.2 Which companies offer these devices?

There are 57 companies that offer tablets at the moment such as, Apple Inc. Dell, Incl. Samsung, Lenovo etc. Most companies offer their tablets with their own h hardware but use software from other big professionals in the market. Apple is the only player in the market that owns the soft- and hardware devices. This information is further explained in next chapters. Apples iPad is the most popular tablet in the Dutch market, but Samsung is gaining market share fast. Research shows that consumers decide to buy an Apple, Samsung or Microsoft tablet because of the image of the brand. To answer the questions how do innovations influence consumers within the tablet market? Narrowed the research down and decided to look into the biggest players in the market.

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Apple After years of limited success with tablets in April 2010 Apples iPad created a tablet revolution. The iPad has a similar interface to the popular iPod touch and iPhone, but the screen enables it to replace the laptop for many purposes. The iPad is designed for web browsing, e-book reading and entertainment. In March 2012, the thinner, faster iPad 2 version came out which enabled users to video calling and so on. These innovations will be explained in chapter (PCmag). Samsung - Android Google organized a tabled operating system called Android. Based on Linux and Java, users download applications for Googles Play Store, the Amazons App store. Like windows computers, android hardware is made by different manufactures. Like Android, windows vendors can add their own set of apps to their phones as well as different interface. In contrast to Apple, everything that apple owns is only made by Apple. Microsoft Windows Microsoft offers operation systems, which they run on different devices. Microsoft sells its own Windows tables but In addition to vendors such as Dell, Samsung and HP. A windows 8 tablet runs all the applications that run on a Windows XP, Vista, Windows 7 or Windows 8 computer. Microsoft is known for its software, the company has also been successful with the Xbox, mice and keyboards. (PCmag)

Chapter 3: Insights and timelines

Chapter 3 is our biggest chapter, in this chapter we researched the image of the innovated companies. We gatherer insights in the following topics: Their mission, vision, culture, sales, company strategy and future to wander this unknown sub question . Also this research is diverted into an archetype for each company in a later stage, chapter 4 what is essential for answering the main question.

3.1 Apple
3.1.1: Brand definition
What is apple Apple Inc. (formerly Apple Computer, Inc.) is an American multinational corporation that designs and sells consumer electronics, computer software and personal computers. It was established on April 1, 1976 by Steve Jobs, Steve Wozniak and Ronald Wayne. Apple is leading amongst several highly competitive markets, including the computer industry with its Macintosh computers, the consumer electronics industry with the iPod, the smart phone market with the Apple iPhone, and presently, the tablet market with the Apple iPad. (Jadeja, 2012). As of July 2011, Apple has 364 retail stores in thirteen countries as well as the online Apple Store and iTunes Store. It is the largest publicly-traded corporation in the world by market capitalization with an estimated value of US$626 billion as of September 2012. Apples branding strategy focuses mainly on emotions. It centres on a persons lifestyle, imagination, his passion, hopes, dreams and aspiration, and lastly empowering the people through technology. (Jadeja, 2012) (Kaewjieranai, 2011)

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Mission statement Apple recognizes that by integrating awareness of the environment, health and safety management practices into all aspects of our business; we can offer technology innovative products and services while conserving and enhancing resources for future generations. (Odintsova, 2010)

3.1.2: Culture
Apples Corporate culture Apples ruthless corporate culture is just one piece of a mystery that virtually every business executive in the world would to understand. The culture of Apple was based on a ideal that self-motivated individuals will work harder if they do not have a boss micromanaging every action. (Jadeja, 2012). Organizational structure The organizational structure of Apple was almost non-existent and focused on placing decision making in the hands of people in the field. The company is like a tech version of heaven factory, an confusing but delightful place that produces wonderful items they cant get enough of. But Apple is also a brutal and unforgiving place, where accountability is strictly enforced, decisions are swift, and communication is articulated clearly from the top. There is never any confusion as to who is responsible for what. How Apple likes to call it DRI, or Directly Responsible Individual. (Jadeja, 2012). How is the innovation culture? Innovation is deeply embedded in Apples culture. The boldness, ambition, belief there arent limits, a desire to make the very best products in the world. Its the strongest ever. Its in the DNA of the company. If you look at some essentials, theres no formula. If there was a formula, a lot of companies would have bought their ability to innovate. Some essentials are skills and leadership, Cook said. Apple has skills in software, in hardware and in services. It has the ability on all three of these spheres to innovate like crazy and really cause magic. (Dilger, 2013)

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 3.1.3: Strategy
The business strategy of Apple Inc. is releasing just few but high anticipated high-end products. In the time of Steve Jobs Apples strategy was to develop and sell brand new, innovative products of which blended art and technology in order to provide a simple and streamlines user experience; the business strategy skyrocketed Apple to the forefront making Apple a force to be reckoned. Apple was able to gain a large following beyond its success. They continued to innovate. The strategy was to use a long development cycle that produced at least one large innovation each cycle. The release these products usually in a yearly selling period, while still marketing the earlier models at cheaper prices. (Mourdoukoutas & Travlos, 2012)

3.1.4: Sales and Future

MacRumors.com announced the revenue of Apple Inc. The total net sales of the iPad is $47.000 million in the 1st quarter of 2012. With an average sale of $650 per iPad this makes a total sale of 72.307.692 iPads around the world. The total tablet market has a turnover of $12,7 billion in the 3th quarter of 2013. Apples turnover is $6,3 billion in this market, which is 49,6% of the total tablet market. (MacRumors, 2012) (Poort, 2013) Apple Inc. Revenue by Quarter (MacRumors, 2012)

3.1.5: Timeline of Apple

According to the timeline above Apple started working on tablets in the year 2003. The announced they are thinking of a new portable product, which I think is the first iPad. In August 2009 the development of the iPad was nearly finished. The first rumours of the screen sizes are valid. The first iPad arrived on the market January 27 2010. Since then there are 5 types of iPads; 1st to the 4th generation and the iPad Mini. (FastCompany, 2010)

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 3.1.6: Conclusion and Discussion

Apple Inc. (formerly Apple Computer, Inc.) is an American multinational corporation that designs and sells consumer electronics, computer software and personal computers. It has, as of July 2011, 364 retail stores in thirteen countries. The estimated value of their market capitalization is $626 billion as of September 2012. The culture of Apple Inc. was based on an ideal that self-motivated individuals will work harder is they do not have a boss micromanaging every action. Accountability is strictly enforced, decisions are swift, and communication is articulated clearly from the top. In the time of Steve Jobs Apples strategy was to develop and sell brand new, innovative products of which blended art and technology in order to provide a simple and streamlines user experience; the business strategy skyrocketed Apple to the forefront making Apple a force to be reckoned. The total net sales of the iPad is $47.000 million in the 1st quarter of 2012. With an average selling price Apple Inc. sold 72.307.692 iPads around the world. The total tablet market has a turnover of $12,7 billion in the 3th quarter of 2013. Apple Inc. has a market share of 49,6% in the tablet market.

3.2 Google
Over the years Google has become much more than a search engine. Google is present in everyones lives through mail, maps and even recently through the futuristic Google Glass. Android is an operating system developed by Google. The company is giving it away to companies who manufacture phones and hardware that are interested in using it for no cost. Google has development android its an operating system that is open source and used by many manufactures. It has a lot of influence on the tablet and smartphone market and has 1.3 million activations a day. (Smith, 2012) Google dont make the hardware only software, so to have a good glance on android we decided not only to look at Google as company but also Sony and Samsung. More information can be found in the extra pages (the vision of android);

3.2.1: Brand definition

What is Google? Google is founded by Larry page and Sergey Brin in 1997. Google was and is by start and basic a search engine that also provides a range of other products. Google has grown from the perfect search engine (Google, 2013) to a more technology bases company. Google has now various products like Chrome, Gmail, Analytics, Earth, Plus, Drive and of course Android. They want to create a more easy experience, so your search can be faster. Every service in Google is connected its even on Android in that way you can share your contacts, mail or favourites between your pc client and mobile. What is the mission of Google? Google has a simple mission statement Googles mission is to organize the worlds information and make it universally accessible and useful. (Google, 2013) What is the vision of Google? Google visions is to organize the worlds information and make it universally accessible and useful. (Enochakabobby, 2008) So all the information has to be accessible all over the world with every device you can think of. When Google was a few years old they have made a list of 10 subjects that they follow as their philosophy. Those are: . More information can be found in the extra pages (10 Vision rules in detail);

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What is the brand image of Google? Google can thank her success and images by the founders personal inspirations and less on market research. Market research became handy for innovation, but Google has gain their success by trials and error. Google never used ads to promote their brand. The brand is built by viral; marketing and public relations. Ironic because their revenue is all about ads. But mostly Google has to thank his image to their employees, internal marketing everyone worker was recruiter with Google vision in mind. Thus creating the brand intern, so the brand is promoted better external (Derrick Daye, 2008).

3.2.2: Culture
The culture within Google Google culture is defined by the people and not by the executives, they favours employees with an ability instead of experience. (Google, 2013) They have an open culture everyone can share their ideas and options therefore Google has a horizontal communication structure although their corporate is a regular one. (Morrow, 2009) Their even designed their offices and cafs to engage interaction.

Googles culture is a unique one, this is because how they treat their employees. Their employees have access to a lot of facilities like restaurants, gyms, laundry massage rooms. Barbers, carwashes, dry cleaning and more. (Morrow, 2009) (Boises, 2013) Google has 6 ways that defines their culture. 1. Work as a Family, 2. A Culture of Learning, 3. Innovate for Big Impact (purpose), 4. Spirited Teamwork, 5. Agile Thinking and 6. A Caring Culture. How is the innovation culture? The innovation culture from Google is hard to describe because everyone is part of this. Like we described earlier Google is investing a lot in their creative atmosphere. Also Google have ideation free time were employees has one workday do initiate and complete creative new projects. On that day they drop their normal work activities and start on their free time project. At Google creative innovated projects get their own story for example the project speed of dreams from Astro Teller. Hey came up with this quote When we come up against things we cant forecast we assume that if we cant imagine it, it isnt possible.. This defines their innovation culture, anything is possible. (Google, 2013)

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 3.2.3: Strategy
What is the business strategy/plan of Google? Google strategy is simple, they just sell ads. With android OS Google gained a lot of more advertising space and gained a lot of revenue. But that isnt enough Google just recently started to sell hardware. If we look at Samsung their income is much higher just because they sell the hardware and Google want to join in that market too. (Bloomberg)

Google strategy values. (Google, 2013) Googles nexus program With nexus Google has entered the hardware market, they mainly did this because of three reasons. First their advertising model revenue stream was under attack by new competitors like Bing and Baidu but also amazon and Facebook started with some search options. (Marketline, 2013) Second the web has gone mobile, mobile devices usages and popularity keeps expanding. And there revenue stream had a lack of diversity. So Google had Android therefore by creating also their own hardware they gained more control and revenue options. (Marketline, 2013) Google entered the smartphone and tablet markets by his Nexus program. With the nexus program the launch a device with the latest android update and up to date software. Google picks out a manufacture that than release a Nexus branded smartphone or tablet. The Nexus program also makes the collaboration stronger with her partners. (Marketline, 2013) Google has released many nexus devices, but Google has lately taken a side path. Normally nexus was released with a new android system update without an any skin. This is called a pure android experience and many people want customize their phone to get this. Instead of releasing a new nexus 7 tablet, Google decided to sell a Samsung Galaxy S4 without the Samsung skin on it. (Lynch, 2013) These are called Google experience devices. The Nexus are devices that are very cheap the latest nexus 4 had a release price of $299-349. Also a nexus has the newest hard and software and they get every update first. So a Nexus does wonders in the current economy. According to Bredan Lynch (Lynch, 2013) the ecosystem need a new Nexus, when the economy was in a downstate Google made a new nexus device so consumers could get a top device for less money. The Google experience are part of a different strategy. But there is some good news Google didnt drop the Nexus program (Lloyd C. , 2013) and they are still persuading the Nexus philosophy. Also by buying Motorola Google want to have more influence on the hardware.

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 3.2.4: Sales and Future

Googles android device activation in July 2012, Data from: Statista (2012)

Googles Android Tablet Market Share over couple of years, Data from: Statista (2012)

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 3.2.5: Timeline of Google

Timeline of Google (Wikipedia nexus)

3.2.6: Conclusion and Discussion

Googles is a company that learns by trial and error. Everything they do is open and creative, the work area is one of the most creative environments of all companies in the world. Therefore Google inspires a lot of their employees they engage into new ideas and believe in it until proven it dont work out. This approach is very modern, new and they are trying to be the fun company. Google knows that their current advertising model is not a golden wheel. Because they are now a market leader with advertising they can invest in a lot of projects and buy other companies/ projects. They are looking at their competitors with android, they are slowly influencing the hardware market with the Nexus program too instead of only software. Google is innovating in a wider product offerings and experiences. Googles strategy with its Nexus devices has been to, somewhat indirectly, enter the smartphone and tablet markets by forming partnerships with key manufacturers in order to release high-end devices designed for Internet consumption. This top strategy for diversification along with friendly work environment and favourable atmosphere allow Google to expand their influence on the market. Operating in numerous segments enables the company to gain more market share and furthermore reinforces the brands position as one of the best in the world.

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3.3 Microsoft
3.3.1: Brand definition
What is Microsoft? Microsoft is a corporation that manufactures, develops, licenses and supports a broad assortment of products and services related to computing. It has been started by Bill Gates and Paul Allen in 1975. Microsoft is the number 1 software maker in the world and besides that, Microsoft is also one of the worlds valuable companies. (Wikipedia, Microsoft) Microsoft is working and developing within different markets. They are busy within the PC operating systems, producing software for desktops and servers, the video game industry, digital services, mobile phones and tablets. What is the mission of Microsoft? An important characteristic of Microsoft is the accessibility. This characteristic is used in their mission. The mission of Microsoft is: At Microsoft, our mission and values are to help people and businesses throughout the world to realize their full potential. We consider our mission statement a promise to our customers. We deliver on that promise by striving to create technology that is accessible to everyoneof all ages and abilities. Microsoft leads the industry in accessibility innovation and in building products that are safer and easier to use. (Microsoft, Microsoft Accessibility, 2013) Accessibility is an important characteristic of the Microsoft company. Within the accessibility there are three elaborations. Accessibility options, assistive technology products and interoperability. The accessibility let you personalize the computer, provides essential computer access and let it function correctly. What is the vision of Microsoft? The future vision of Microsoft is an interesting and progressive vision. This vision imagines and answer the question: How will people get things done at work, at home and on the go? within a timeline of 5-10 years. (Microsoft, Future vision, 2013) By creating a video of imaging the future, Microsoft creates a whole new and connected environment where accessibility is the number one mission. Our vision is to create innovative technology that is accessible to everyone and that adapts to each persons needs. Accessible technology eliminates barriers for people with disabilities and it enables individuals to take full advantage of their capabilities.Bill Gates, Chairman, Microsoft Corporation (Microsoft, Microsoft Accessibility, 2013) What is the image of Microsoft? I see the image of Microsoft as the values they have. There is an enumeration that shows there values. As a company, and as individuals, we value integrity, honesty, openness, personal excellence, constructive self-criticism, continual self-improvement, and mutual respect. We are committed to our customers and partners and have a passion for technology. We take on big challenges, and pride ourselves on seeing them through. We hold ourselves accountable to our customers, shareholders, partners, and employees by honouring our commitments, providing results, and striving for the highest quality. (Microsoft, Microsoft values, 2013) The most interesting values that are related to the research is the openness, constructive self-criticism, mutual respect, honouring commitment to the customers and partners and the most important one, have a passion for technology. It is important to have a view of the most valuable values of the company. With these values we can make clear that they are honest to the outside and based their quality on the feedback of the customers and partners. They are enhancing their ability to listen to them.

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 3.3.2: Culture
The culture within Microsoft Microsoft is focusing on creating accessible technology for all users. They are trying to create products that makes it easier to personalize the needs and preferences. It is, in my opinion, an open information company that is sharing their pursuits and creating new ideas by listening to the customers and partners from all around the world. How is the working culture within Microsoft? Microsoft has made an exclusive site to show how the working environment of their employees looks like. The employees describes the work culture as, fast paces, challenging and a whole lot of fun. (Microsoft, Working culture, 2013) In different reviews employees are saying it is a great working space, very playful environment and a lot of technology, The average score is a 4 star out of 5 according to indeed.com. (Indeed, 2013) The employees are always in a environment where they collaborate, finding and sharing new ideas and working on the new products that will impact billions of people around the world. There are working 99.139 employees at this moment at the worldwide Microsoft company. How is the innovation culture? In this fast changing world the ability to change is a priority for all the companies in the world. Looking to the Microsoft company they have made an own innovation centre to stimulate and improve the innovation within the company. Microsoft started the Microsoft Innovation Centre, well known as MIC. Microsoft created the MIC to generate new ideas in this fast growing and changing world. Why do they set up this MIC according to their website? As knowledge and innovation become the primary catalysts for economic growth, the Microsoft Innovation Centres can play a vital role in generating powerful new ideas through training, education and knowledge transfer (Microsoft, About the Microsoft Innovation Centre, 2013) Well everybody can see that, looking to the launch of the new software and products, Microsoft is an Innovative company who wants to create an accessible range of products for every user. They are encouraging the innovation by: Encouraging accessible development. Microsoft provides several tools, guidance and technology to produce accessible software. (Microsoft, Microsoft Accessibility, 2013) Reducing accessibility development complexity. Microsoft corporate with the Accessibility Interoperability Alliance (AIA) to encourage their innovation with the use of platforms and devices. They try to reduce development complexity and cost by using this platforms. (Microsoft, Microsoft Accessibility, 2013) Engaging in research and development. Microsoft tries to create accessible R&D projects. They are doing this by large-scale nationwide studies, targeted usability studies and one-on-one interviews. We integrate accessibility into planning, design, research, development, testing and documentation. (Microsoft, Microsoft Accessibility, 2013) Evolving the accessibility platform for developers. We updated our accessibility foundation with support for industry standards. By supporting standards from the Web Accessibility Initiative (WAI), Accessible Rich Internet Applications (ARIA), HTML5, and XAML, it is easier for developers to create they right software. (Microsoft, Microsoft Accessibility, 2013) Cloud computing and accessibility. the key to accessing cloud services is accessible devices and applications that provide full access to the data and information available in the cloud. Microsoft is investing in built-in accessibility offerings in Microsoft-powered devices and applications (Microsoft, Microsoft Accessibility, 2013) Looking to the environment that Microsoft has created, the MIC, we can see that they are very busy with innovation. There are 100 MIC opened already spread all over the world. Zooming into their innovation concepts they improve their innovations by the received feedback of their partners and customers. The most important feature they want to maintain is the accessibility of their products and working environment to get the most out of their company.

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3.3.3: Strategy
What is the tablets business strategy/plan of Microsoft? Microsoft does not have a particular business strategy when it comes to tablets. The business strategy aligns to the subject accessible but has sharpened at the 11th of June 2013 by CEO Steve Ballmer. Their strategy is: Going forward, our strategy will focus on creating a family of devices and services for individuals and businesses that empower people around the globe at home, at work and on the go, for the activities they value most. Together, we have created great products and great success, but we all want more. That means a strategy to deliver a family of devices and services that best enable people for the activities they value most and the enterprise extensions and services that are most valuable to business. A new structure to bring these to market faster. Stronger centralized services so we can be more efficient and effective. Priority focus areas, short and long term. New characteristics of how we work together. In other words, better execution and innovation through strategy and goal and discipline and engineering coherence One Microsoft all the time. (Ballmer, 2013) This sharpened strategy plan has some keys they have to implement within the company to create and work out this new strategy. They have to be nimble, communicative, collaborative, decisive and motivated. The strategy mentioned the fact that the devices they build has to be accessible. This means that the device has to be suitable for every user. Their strategic approach to accessibility is: 1) Continuing the developing of innovative and accessible ideas. 2) Making the device easier to see, hear and use. 3) Promoting innovation of accessibility in the development community and working with industry organizations to encourage the innovation. 4) Building collaborative relationships with a wide range of technology. (Microsoft, Microsoft Accessibility, 2013) Why did they choose for this strategy? Microsoft did not reached their milestone with the introduction of the surface tablet. (Lloyd, 2013) Looking to the fast changing market, Microsoft has to come up with new ideas, new models, new products and new strategy to get to a higher revenue of their innovative accessible devices.

3.3.4: Sales and Future

Sales figures over time? There is no information about the tablet sales. The only information that is on the internet is that Microsoft not reached their expectations about the sales of the tablet. There is an summary about the income statements of the year 2009 till 2012. Windows portion of Microsoft revenue (Lloyd, 2013)

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3.3.5: Timeline of Microsoft

Microsoft was one of the first companies who was trying to introduce the tablet. It was named as the tablet PC and was introduced by Bill Gates in 2002. The introduction of the tablet PC has been failed because of the heavy weight, the specific software features and the less existing applications. In 2006 Microsoft introduces windows vista for the tablet PC. Six years later Microsoft introduces the Windows surface tablet, what is in 2012. This tablet is not really failed but the sales of the tablet is not what Microsoft expected. In 2013 they come up with a new version of the surface tablet. It is a much better tablet with a lot of improved specifications.

History of tablets (Wikipedia, History of tablets)

3.3.6: Conclusion & Discussion

Microsoft has a potential to become a leader of innovation in not only the computer market but also in a broad scale of different kind of electronic markets. By develop their own software and hardware they are a big player on the electronic market. The problem that Microsoft experience is the growth of other competitors within this market. They did not reach their goal when it comes to the sales of the tablets. By changing their strategy, Microsoft is trying to make their products and devices more innovative and attractive to develop accessible products for all kind of users. According to the vision of Microsoft, they are focusing on the accessibility of each device what makes this the main priority within the Microsoft. It is their mission to provide an accessible environment for all kind of users. Especially for uses with disabilities in their daily life. To reach this goal Microsoft collaborate with a broad scale of organizations to improve the awareness of the importance of accessibility to the needed technology for the users. Microsoft is using their partners and customers to develop and improve their products and services.

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3.4 Sony
3.4.1: Brand definition
What is Sony Sony is one of the worlds most famous and renowned manufacturers of various types of technology and media. In the past few decades Sony have adopted a new global localization policy which aims to develop and improve the companys business activities overall. The goal is to create new compelling lifestyles for customers and emphasize on regional characteristics. (Sony)

Mission statement Sony is committed to developing a wide range of innovative products and multimedia services that challenge the way consumers access and enjoy digital entertainment. By ensuring synergy between businesses within the organization, Sony is constantly striving to create exciting new worlds of entertainment that can be experienced on a variety of different products. (Sony) Vision and Image To create exciting new digital entertainment experiences for consumers by bringing together cutting-edge products with latest generation content and services. Sonys vision as a company is to strive and create products that improve peoples lives. This vision is represented through the companys CSR policy. For instance, Sony is active in aiding local communities in terms of education and natural disasters. Moreover, the company is running their manufacturing process and technological advances with respect to preserving the environment. Last but not least, Sony pays close attention to the arts and culture as a part of their corporal social responsibility. (Sony)

3.4.2: Culture
Sonys culture has been establishes by the companys founder Masaru Ibuka and it is solely based on openmindedness, freedom and innovation. For example Sony UK are using the approach Worksmart in order for their employees to have a healthy balance between their work and personal life. Individual working styles and hours are specifically tailored to suit individual employees needs, thus leading to a winning outcome for both the employer and employee. This approach is aided with prolonged absences from work if needed, during which the company takes care of their employees as if they are working. (Sony)

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Organizational structure

Organizational structure. (Sony) Innovation culture Although Sony, with their flexible R&D department, differs from the others, the company is still Japanese in its essence. Life-time employment with statuses instead of bonuses is present. Strong seniority system is also an important part of the companys structure taking the shape of mentoring and apprenticeship; two things which are very typical for Japanese culture. In addition, emphasis on human resource management and collective vision is clearly present in the companys mission statement (Sony, 2013).

3.4.3: Strategy
Sony Corporate Strategy Meeting FY2013 In April 2012 the new management team undertook a few changes for the sake of rapidly transforming the company. The achievements that resulted from the aforementioned changes were as follows: Sony Group Key Achievements in FY12 & Sony Group FY13 Key Strategies These achievements resulted in the company being able to succeed with its goals set for FY12 which were returning net income to the stockholders for profit. Turning the electronics business profitable again is an issue that Sony will seek to resolve within this fiscal year (FY13). During FY13, with respect to the electronics business, the company is still implementing the main changes implemented in April 2012 whilst paying close attention to the current business environment. Concerning entertainment and financial services, Sony aims to increase profits and to overall reinforce the financial foundations of the Sony Group. (Sony, 2013)

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Mobile Business The forecasts for the mobile business are looking healthy and market growth is expected and Sony will aim to capitalize on growth and increase profits. The company aims to step up on delivering desirable products to customers who adopt Sony trends and to further elevate the Sony mobile experience. Moreover, Sony aim to build on the success of the Xperia Z with new competitive products that relate to the Xperia. When it comes to personal computers Sony are adopting a strategy that prioritizes improving of profits over expansion of sales in order to achieve net profit for FY13. (Sony, 2013) Why did they choose for Android instead of Windows Due to unsatisfactory Windows performances (mainly the premature launch of Windows 8), Sony have chosen to go and compete with an Android OS. (Gohring, 2013)

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 3.4.4: Sales and Future

Sales of tablets in the years 2010-2016 on the operating system (in millions). (Statista, 2013)

Operating segments on sales of Sonys fiscal year 2012/2013. (Statista, 2013) Over the past few years there was a small drop in Sonys turnover. This could be due to different economic factors and aspects. In spite of that, the second table provides us with information that Sony owes its biggest profit namely to the Mobile Products & Communications segment. This leads to the conclusion that they are a successful strategy.

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3.4.5 Conclusion & Discussion

Forecast for sales of tablet worldwide in the years 2010 to 2014 (in billions of U.S. dollars) (Statista, 2013)

Forecast for sales of tablet worldwide in the years 2010 to 2014 (in billions of U.S. dollars) (Statista, 2013)

The graphics show a growing tendency in using tablets with every single year. Thus, the consumer market is increasing as well providing new market shares. The forecast is explicit, the iOS and Android are going to be the big players on the market. Following its innovative strategy Sony has good chances to consolidate its position and to become the main competitor of Apple providing Android system.

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3.5 Samsung
3.5.1: Brand definition
What is Samsung? Samsung is a 70 years old Korean company that innovates In advanced technology, semiconductors, skyscrapers plant construction, petrochemicals, fashion, medicine, finance, hotels, and more. Samsung electronics is their flagship branch and leads in the global market with electronics and digital media. Samsung is a big player in the tablet market for their latest tablet innovations and have a lot of consumer influence they use mostly android an operating system from Google for their products. What is the mission of the Samsung? Samsung devotes their human and technological recourses to create superior products and services, thereby contributing to a better goal. Samsungs philosophy is almost the same as her mission will devote our talent and technology to create superior product and services, thereby contributing to a better global society. (Tan, 2013) What is the vision of the Samsung? Samsungs vision for the year 2020 is; commitment to inspire it communities by leveraging with three key words; New technology, Innovated Product and creative solutions. Also its important for Samsung to promote these values. To not only the industry but also to their partners and employees. Samsung want to reach an estimate of $400 billion in revenue and wants to become one of the worlds top five brands by 2020. Samsung is going for a creative approach in new markets (like health medicine and biotechnology) and looking for new segments. For the management they come up with a strategy that involves creativity partnership and talent. Just like their motto Inspire the World, Create the Future. They want to be the world leader is semiconductors and innovations. (Samsung) What is the brand image of Samsung? According Samsung geeks, among has undergo a radial brand image change. Before that Samsung had clean blue business image. (Dom, 2012) It might have been a bit boring and was in total contrast of Googles image, which is more playful. Their new image is more colourful, your full and more creative. (Dom, 2012) They changed their image brand around 2012. See this example at the launch of galaxy note 2. Samsung magic and color into their events.

3.5.2: Culture
In 1993 the CEO of Samsung wanted that the company even grow faster and wasnt satisfied how the work culture was. So he gave a three day speech to his hundreds of executives about his vision and about the future of Samsung. In the evening the people got breaks to sleep. This speech is now known as the Frankfurt Declaration of 1993. A fun detail is that this speech was so in influential and important that they bought the furniture from that hotel in Germany. (Yarrow, 2013) Change everything except for your family is a famous quote from that speech. (Samsung, 2006) Samsung has several important business principles.

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For their culture Samsung has made a code of culture. In this code of conduct Samsung describe their cultural workflow in 5 principles; 1. 2. 3. 4. 5. We comply with laws and ethical standards. We maintain a clean organizational culture. We respect customers, shareholders and employees We care for the environment, health and safety. We are socially responsible corporate citizen.

In Samsungs Global Code of Conduct (Samsung, 2006) you can find more information about their cultural workflow. Number of affiliates, in which countries do they serve, where exactly they are number one provider or producer? Samsung has 36 affiliates in 6 branches, Electronics Industries, Machinery & Heavy Industries, Chemical Industries, Financial Services, Other Affiliated Companies, Affiliated Organizations. You can find the affiliates here: http://www. samsung.com/ca/aboutsamsung/corporateprofile/affiliatedcompanies.html. Samsung is globally active they release their phones, tablets and other innovations in 79 counties (global Samsung tomorrow. The android market share is growing and growing by the end of 2012 they had a market share of 60+%. (Singh, 2012) According to android authority (Stenger, 2013) Samsung has the highest density of android devices in: United states, Great Britain, Germanys, India, France, Spain and Australia. How is the innovation culture? Samsung is striving for an eco-friendly products and workspace. Because she is a leader in innovated products they are focusing on greening their management, products workplaces, communities, processes and culture. Samsung is a dedicated to Planet first and they want to create new value though eco-innovation. Planet first is a commitment, mindset and approach that they and the employees believe in. Every time a innovated product is made they need to consider first if its planet First worthy. Their innovation culture is all about creating eco-friendly products and work in an eco- friendly environment. (Samsung, Samsung environment)

3.5.3: Strategy
What is the strategy of Samsung? Samsung always tries to be first with their innovations without losing any quality. So worlds first was always a big part of Samsung strategy. They came up first with CMDA, digital TV, a watch phone and mp3phone (global Samsung tomorrow). The name Samsung means actually 3 stars in Korean, the founder believed that stars are the most powerful. Also around 90 % of their products are produced in their own factories to ensure the quality (Samsung Tomorrow, 2013) and is a rank 6th brand. Samsung have a specific way to innovate its called six sigma system. Six sigma is a business philosophy that put the employees in a costumers viewpoint therefore improving the innovation

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as a process. (Samsung DI, 2013) Samsung wants to focus their value chain into business, home, mobile and office (quality, 2002) six sigma helps to achieve this goal, those four directions know the costumers best himself. Thats where the six sigma strategy comes in. Samsung is changing his image with the six sigma strategy, from cheaper looking products to quality.

Six sigma helps to make companies working faster reduce, get better results from design and R & D. Also sigma looks at the work everymen from companies in this case the eco-friendly workspace came out of it. Samsung has created a better morale, strong proactive support, more acceptance and implementation, linkage with all innovative activities and a better evaluation (implementations, 16). This part is about the mobile phone/tablet strategy from the last couple of years. Samsung main strategy is to influence at products, process and people (Gobart, 2013) also called the 3Ps of Samsung. Samsung has his own dorm near Gumi facility for her employees. That has dining rooms, libraries, fitness centre and coffee bars. Once the chairman lee he set on 150,000 on fire he said it was poor quality and he will do it again of it happens again. Same happened with back items from the galaxy s3 100,000 looked different then the demo and they were replaced. (Gobart, 2013) Every employee at Samsung perfectly executes their silent leader Lee Kun vision, this visions Is also placed on video and sound. New employees get a vision explained by those videos so the sound and the voice come from the chairmans or by you get a book this is called a militaristic company. (Bloomberg, Whats in Samsungs Secret Sauce, 2013) Why did Samsung choose for ANDROID? (not for apple, windows). One of Samsung main reason to begin with android was that it is open source and could mould it to Samsungs own taste. Samsung is always a stubborn company that wants to try new innovations and use their own vision. On Googles android they had a good basis and they tried that. Later when android grow Samsung still stick to it. Why not, every android uses from a different brand can switch without losing their basis user interface knowledge and its free along with the updates.

3.5.4: Sales and Future

Samsungs yearly earnings press release. (Samsung, 2013)

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 3.5.5: Conclusion and Discussion

Samsung is trying to be a creative company, in their vision, mission and philosophy they want to be innovated. They are a very successful innovated company but we are not sure about the creativity. This is why Samsungs missions seem open strong one but their strategy tells different. This is because every employee follows the chairmans Lee Kun-hee vision. They call them their silent leader, but exactly when a new employee is trained the vision is explained by Lee himself. Not in person but by videos voice and books. In contrast with Google where everything is about creativity and sharing thoughts Google is really transparent and has an innovative workspace and rules. Well Samsung is more closed. But there are some similarities, Samsung is creating a living area near some of their buildings and Google is creating a more living area in their office. We believe Samsung has a lot of innovations only they are not really creative. Samsung has really good view about how the strategy, mission and vision. Lately Samsung is at least trying to be more creative with their new innovations and events. Also they have a lot of innovation in greening the process. Its something that Samsungs is really proud of. Samsung may best described as a company that is really closed off at first sight. But has really a lot to give and to care for her consumers and planet (seeing more than meets the eye).

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Chapter 4: The twelve most common archetypes

In this chapter we started to research the subject consumer behavior. We decided to focus on the twelve most commons archetypes and investigate and explain them. After that we placed them into a graphic so we could see how innovative and creative the archetypes are. We researched this part because its an essential piece to understand our choice for archetypes and as the reader you need to understand the archetypes for the conclusion. Archetypes makes our research more understandable, direct, more fun and adjective to read. 1. The innocent Free to be you and me The innocent believes that life does not need to be hard. You are free to be yourself and live out the best values right here, right now. Innocent brands are Disney and McDonalds. Their core desire is to experience paradise and to be happy. His biggest fear is to do something wrong or bad that will provoke with punishment. Their strategy is doing things right and they are always faithful and optimistic. Innocent brands promise to rescue you from an imperfect word. Even these days the innocent is associated with simple pleasures, basic values, and wholesomeness that make it the meaning of choice for natural products, soap, breakfast foods and other domestic products. 2. The Explorer Dont fence me in The explorer is driven by a sense of not quite belonging. They suffer from an underlying dissatisfaction and restlessness, as if they are constantly seeking something better. This archetype helps with the task of finding oneself. At the more everyday level, the explorer looks for products and services that advance the journey of self-discovery The explorer had the desire to find out who she is and through exploring the world. She wants to experience a better and more fulfilling life. She wants to escape from boredom. She is knows and the seeker, wanderer and individualist. 3. Sage The truth will set you free. The core desire is to find the truth. Sages motto is to use intelligence and analysis to understand the world. They have their own way of finding paradise.Their faith in the capacity of humankind to learn and grown in ways that allow us the create a better world. The most obvious example is a teacher, detective or any expert sharing knowledge.. Think of people like Albert Einstein and Oprah Winfrey. The Sage is associated with clear thinking but may lack in charisma and social graces.Their core desire is to discover the truth; they will use their intelligence and analysis to understand the world. They have a great fear of being ignored.. They seek information and knowledge to become a self-reflective and understand thinking processes. Their strongest point is wisdom and intelligence. Sage brands may provide information, as The New York Times and Consumer reports. They help consumers to make smarter decisions. Motivation: Leaving a Thumbprint on the world. 4. The Hero Where theres a will, theres a way. John F. Kennedy was a Hero president, running on his bravery in the military and challenging us to send an expedition to the moon because it is there. The heros desire is to prove ones worth trough courageous and difficult action. He wants to prove ones worth through courageous act his biggest fair is to be weak and show his vulnerability. He is known for being the warrior, rescuer or a superhero. Distinctive Hero brands include the marines, Nike, the National Organization of the Women, Red Cross and most video games. Heros pride themselves on discipline, focus and an ability to make tough choices. They are protectors of those they see as innocent, fragile or unable to help him- or herself. 5. The Outlaw Rules are meant to be broken. The outlaw has a strong rebellious nature, finding their identity outside the current social structure are to deeper, truer vales than most people. He is not afraid to not go with the norm and is not afraid to rub people the wrong way. He displays a confident attitude. He is always rebelling against something; his main goal is to destroy what is not working for the outlaw or the society. He is lonely and seeks for his identity. The outlaw feels helpless and seeks the experience of power, even if only in the ability to shock or defy others. Example of an Outlaw is Harley-Davidson and Apple think different.

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6. The magician It can happen Most basic to the Magician is the desire to search out the fundamental laws of how things work and to apply these principles to getting things done. The most typical applications of magical lore are to heal the mind, heart and body. The magicians core desire is knowledge of the fundamental laws of how the world or universe woks. They want to make dreams come true. Their biggest gift is finding win-win outcomes. Chanel No. 5 and Polaroid and other instant cameras promise magical experiences. The Magician is also the archetype of choice of new Age seminars Motivation: No man (or Woman) is an Island 7. The Regular Guy/Gal All men and woman are created equal The regular Guy/Girls is evident in Country-Western music, folk music, neighbourhood festivals and carnivals and situation comedies about the foibles of everyday people. When the Regular Guy / Gal archetype is active in an individual, the person may dress in working-class or otherwise ordinary clothes, speaks in colloquial ways, and be put off by elitism in any form. The core desire is to connection with other and to belong and fit in. Their fears is to stand out, they are realistic and can show a great deal of empathy. They are known as the good old boy, Everyman the realist. The Regular Guy/Gal brand wants to differentiate themselves in a positive way from a higher priced or more elitist brand. Their function is something used commonly in everyday life, with pricing that is moderate to low. 8.The Lover I only have eyes for you Lover brands are common in the cosmetics, jewellery, fashion and travel industries. Any brand that implicitly promises beauty and sexual appeal is a Lover brand. The Lover archetype governs all sorts of human love, from parental love, to friendship, to spiritual love, but it is most important to romantic love. Her core desire is intimacy, experience and sensual pleasure. Her goal is to be in a relationship with someone. Although its her biggest fear to be alone, a wallflower or being unwanted. Her main strategy is to become more physically and emotionally attractive. Because of her desire to please others it is her biggest risk to lose identity. The lover is knows as a partner, friend and a team builder. Think of brands like hallmark cards, Victoria Secret and Chanel. The Lover archetype in organizations results in beautiful surroundings and attention to the feeling dimension of work life. The Lover wants a deeper kind of connection one that is intimate, genuine, and personal. 9. The Jester If I cant dance, I dont want to be part of your revolution The Jester Archetype believes that she lives only once. She has the desire to live in the moment and have a great time while lighten up the world. She does this while playing, making jokes and being funny. Her biggest weakness in this case can be that she is losing time. She is known as the fool or comedian. The Jester helps people having a good time, price moderating low and produces by a company with a fun-loving, freewheeling organizational culture. Motivation: Providing structure in the world. 10. The Caregiver - Love your neighbour as yourself She is moved by compression, generosity and protects and cares for others. Automatically this can result in people taking advantage of her. A typical caregiver is associated with the nurse, the old-fashioned country doctor, the neighbourhood cop, teacher, saint or parent. The caregiver is a good identity for brands which consumers service provide the competitive advantage. That provides support to families or are associated with nurturance and that help people care for themselves. 11. The Creator If it can be imagined, it can be created. She believes that is you can imagine it, it can be done. She will create things of enduring value. She is seen in the artist, the writer, the innovator and the entrepreneur. The Creator brands are not about fitting in but about selfexpression. Her goal is to create a culture and express her own vision. The only weakness can be that because of her perfectionism it can lead to bad solutions.

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12. Ruler I have everything under control The Ruler takes control of situations, especially when they seems to be getting out of hand. Think of the king, the queen, the corporate CEO, the president of a country. The biggest fear of the archetype the Ruler is chaos and being overthrown. The biggest talents of a ruler are responsibility and leadership. Its a role model, a boss or a leader. (extravert) think of people like Winston Churchill and Margaret Tatcher. The Ruler archetypes likes hierarchical organizations because in them. you know where you stand. Many Ruler brands and ads appeal to the desire we all have to be successful and important. Innovation is the process of translating an idea or invention into a good or service that creates value or for which customers are willing to pay Creativity is seeing what everyone else has seen, and thinking what no one else has thought

The hero and the Outlaw, Building Extraordinary Brands Through the Power of Archetypes (Margaret Mark, 2001)

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Chapter 5: Company based archetypes

Now in chapter 5 it was finally time to gather some new insights and bring the chapter 3 and 4 together. So this chapter is a follow up, at first for the five companies that we researched we defined tree archetypes and put them in our triangle model. The tree archetypes is based on our research from chapter 3 (the image), then we looked what for archetype the internet thinks a company is (the identity). And finally the consumer archetype, we defined this archetype just by talking to the users. With the model we can compare the 3 archetype for a every company and gather new insights and results.

5.1 Apple
5.1.1 Archetype based on our research (image)
The strategy of Apple inc. states to develop and sell brand new, innovative products of which blended art and technology in order to provide a simple and streamlines user experience. They focus on creating new products and make customers have a great experience. This is their vision and they live by it. The user experience is very important for Apple and they like to make things happen for the consumers. For this all there can be only one archetype; the Magician.

5.1.2 Archetype based on identity

According the article using archetypes to build strong brands Apple is a Creator on the surface, but they dug deeper. The core story of Apple has always been the Rebel. They want to challenge the status quo and change it. It was always clear to Apple that they need to walk a different path than the crowd. For example the logo, it shows an apple with a bite out of it. This bite is the first rebellion act, Eve eating the apple in the Garden of Eden. Apple is a Rebel.

5.1.3 Archetype based on the consumers

The customers of Apple are lifestyle and trend focused. They like to have a good social status and are individualists. Their career is very important and they like new technology. The early adopters take a risk by stepping into a new product. By trying new things some tension grow, the Apple users like this. In the Motivaction model the users are opwaarts mobielen or translated upwardly mobile. Apples users seek out for new experiences and escape boredom, they want a more fulfilling life. An Apple user is known for being a brand loyal user. The typical Apple user is seen as a younger, curious, early adopter that likes a certain lifestyle. They are open for innovations and have on average an higher income. They value what other people think of them and are more focussed on design than other users. their archetype is The Explorer

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 5.1.4 Conclusion
It is interesting to see that the research showed Apple as a Magician, that brand that make things happen and develop a vision and lives by it, and the brand identity is a Rebel. Rebel are known for breaking the rules and create revolutions. On the outside this can be correct, but internal Apple is not a forgiving company when rules are broken. The consumers like to experience new things and enjoy their freedom. This suits the image as a Magician as he likes to make dreams come true. Even the Rebel has connections to the Explorer. His desire is to make a revolution and revolution means something new; the experience for the consumers. (Golden) All archetypes combines Apple is self-centred company who values freedom. (Poissy Design, 2012)

5.2 Google
5.2.1 Archetype based on our research (image)
Over the years Google has become much more than a search engine. They are evolving from the perfect engine to a more technology bases company. They to this by iteration in other words they keep trying to add new products and technology. But still everything they innovate is by origin a search. They enormous knowledge and use that to create the worlds informative and universally accessible experience; everything is connected. Thats why we say that the Google archetype is explorer and they even entered the hardware market with the nexus program (1.3 Googles strategy);

5.2.2 Archetype based on identity

Well Googles identity archetype is a little harder to establish because according our sources Google is a mix of two archetypes; the sage and the innocent. According to Zoyo Branding Google is an explorer because they are intellectual, if you need to an answer Google has the wisdom to answer it as the perfect search engine. But Cynsthia Forstmann (Forstmann, c,, 2012) from Allergory Studios states that Google is the innocent because Google dont believe in being evil and believes in human interaction.

5.2.3 Archetype based on the consumers

The Google consumer is known as a consumer of all ages, who is like a friend to the brand. He likes to be free, stable, to share and is always seeking for more. The Google user is open for innovations but at the same time values the stability that Google supplies. The Google consumer is the explorer archetype.

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 5.2.4 Conclusion
Interesting is that the archetype from Googles image and her consumers are the same. The users and Google are constantly switching between new experiences. For example Google trys a lot of services and the consumers tries a lot of hardware brands, applications and learn the user interface. If we look at the innovation and creativity archetype model we see that the explorer are quite innovative and creative. It has to do with Googles new style, explorers follows other explorers but Google has also an identity and that one is the Sage. Its quite logic because the sage gives directions and the wisdom. An explorer is influenced by that, he or she needs a direction to be affective.

5.3 Microsofts archetype

5.3.1 Archetype based on our research (image)
In a research to the logos and slogans Microsoft uses through the years there are some interesting features showing up. Looking to the slogans and advertising of Microsoft there are some changes what makes it hard to relate the company to an archetype. Through the years Microsoft has changes their slogans and logo. For example the first slogan was: Where do you want to go today? what makes them kind of an explorer. In our opinion they are trying to find what the customer is doing in his daily life. The second slogan was your potential our passion what makes them, according to their strategy of accessibility, the care giver. Microsoft is trying to create an accessible product line targeting to all lifestyles. The final slogan was Be whats next this is the characteristic of an creator. They want to develop new products to be in front of the other competitors. The general archetype that is chosen is the care giver. Why is this the general archetype of Microsoft according to the research and based on their strategy? Now a days Microsoft its strategy is based on the accessibility of their product lines. Accessibility is a characteristic that make the use of their products easy and usable for all of the lifestyles within the market. Besides the aim on accessibility their innovations are based on the reviews and feedback of customers and cooperating companies. What they want to achieve is to make their products funnier and easier to use for every user. This makes them a care giver.

5.3.2 Archetype based on identity

Microsoft has pointed out as a Ruler according to the book Hero and Outlaw. (Mark, 2001) The ruler wants to create a prosperous and successful company or community. The main point of view of a ruler is that you can better avoid chaos and directly take control over the situation. Based on the book this archetype is hard to connect with Microsoft. The ruler archetype is based on the specific place within the market according to the year 2002. Why is Microsoft designated as the ruler archetype? According to the first slogan of Microsoft, mentioned in the paragraph above, we give them the archetype the explorer. If you think further then the slogan, mission and vision, we can assume that Microsoft is trying to get in the consumers life. They want to provide accessible software to make it easier get your electronic pursuit structured. Microsoft is trying to get everything in control instead of creating chaos.

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 5.3.3 Archetype based on the consumers

The Microsoft consumer is known for his tradition and an average income. The users are many family or company orientated. The consumer belongs to late majority, does not like to switch, is satisfied if it works and does not explore for further options. The consumer archetype is described as the innocent archetype.

5.3.4 Conclusion
Microsoft archetypes are based on identity, research and the consumer. Looking to their identity Microsoft is mend to be the ruler according to the book. (Mark, 2001) If the information about their marketing position, strategy and vision & mission is compared, there can made a conclusion that Microsoft is more changing to the caregiver archetype. Especially the accessibility of their products is an important change in their strategy. The consumer archetype, the innocent, is based on field research and assumptions. The innocent is an archetype that needs structure and tradition. Imagine Microsoft as a caregiver that take care and structure in the daily life of the consumers. Think about the caregiver that gives care to the innocent.

5.4 Samsungs Archetype

5.4.1 Archetype based on our research (image)
In our opinion Samsung has as archetype the caregiver this is because Samsung cares about their consumers and wants to deliver quality. They have initiatives like planet first and their chairman destroys products that are below the standard of Samsung (1.3 Samsungs culture);. Also Samsung is a fast innovator followers but less creative.

5.4.2 Archetype based on identity

Samsung is according Forbes the archetype the visionary (Stephen Wunker, 2007) aka the magician. Because they are more a side-line viewer and they innovate on their own way (culture). They have a bottom-up idea generation and that is Samsung having one leader that sets trails but only shows up when necessary.

5.4.3 Archetype based on the consumers

Samsung consumers are known as the regular guy of all ages who likes to explore new things and belongs to the early majority in the adopters curve. The Samsung consumer likes the normality and the customisation of the brand. This consumer is known for being picky, wants to have a choice, follows and overall has an average income. The Samsung consumer is the regular guy archetype.

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 5.4.4 Conclusion
Samsungs three archetypes are all totally different we found out that the caregiver, the magician and the regular have some influence on each other. As first Samsung really cares about their consumers but we can conclude that the regular guy is drawn to caregivers. Also with Samsungs has the identity the magician they want be creative and less doll and trying to their image with colourful events and new products based on. As we can see in the innovation model the magician is very creative comparing to caregiver.

5.5 Archetype of Sony

5.5.1 Archetype based on our research
Sony is a company that strives to improve peoples lives by providing them with new and exciting experiences through their products. Sony is about change, its about challenging already existent preconceptions and raising the bar. Put simply, Sony is about change. Consequently, it can be concluded that Sony as a brand representing the archetype Magician. Sony carries the banner of change and diversity in their own unique way. Sony rises up to the challenge of change and overcome it, to make it happen. Developing a vision and living through it is specific to the Magician and Sony has done just that through their mission statement and the products they develop and release new experiences through change.

5.5.2 Archetype based on identity

According to our sources Sony belongs to the archetype Creator. Sony strives to create exciting new worlds of entertainment that can be experienced on a variety of different products. As a real creator Sony aims to realize their vision and to establish things of enduring value. To do this requires using the minds greatest tool -- the imagination (Mamchur, C., 2013).

5.5.3 Archetype based on the consumers

Sony is a company that has a wide range of products - games, cameras, mobile phones, TVs etc. Thus, they are aiming at a really broad target audience. People from almost any age could purchase a Sony product. It is a down to earth company who acknowledges the equality between people. Never the less, Sony do not overlook the fact that people are unique and have demands. That is why Sony strive to be innovative in all the products they manufacture and as stated in their mission statement to enrich peoples lives through new experiences. All things considered, it can be concluded that Sonys (as a corporate brand) target audience relates to the Regular Guy/Gal archetype. The Regular archetype are people who seek quality and safety, they want something good, something useful; people of rational choices. People relating to this particular archetype do not have any desires to stand out of the crowd nor to be looked down upon. A typical Sony user is a realist, younger of age, has an average income and mainly belongs to the social climbers group. They value the quality that Sony is known for and therefore it safety. They like to be the normal guy and dont care so much what other people think.

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 5.5.4 Conclusion
We defined the Sony consumer as a regular guy, but based on our research Sonys image is a magician. In our model the Sony consumers (Regular guy) are less innovative and creative. Therefore they are seeking someone who can amaze them and the magician fits that role perfectly. A creator is their identity and helps also with this role. The creator is more innovative based and Sonys wants to be more like that but their image(magician) misses that.

Chapter 6: Switching costs

In Chapter 6 we going to explain how great the switching cost for every company is. Why do consumers stick and can they change to their competitors , is it archetype based on function bases? So we get a better insight in the power of adjuncts.

6.1 Apple
Changing from Apple to another brand will cost the consumer some effort. Goldman Sachs analyst Bill Shope did research on this matter and calculated that it will cost approximately $80 to change from Apple to another brand. Those costs do not include cost of lost apps and movies that will not transfer. Apps bought in the Appstore will not always transfer to another operating system. 13% of apps are not able to be transferred. All purchases on iTunes are also a loss to the consumer. (Street Insider, 2013).

6.2 Google
Using android has some great benefits those are: 1) Synching applications between devices (universal). Application like mail, calendar, Gmail, drive and maps. Most of those apps you already using on a other device so on android its even more a universal experience 2) Less paid apps, most apps you paid for on other systems are free on android. 3) Google Now superiority 4) Customization of android user interface Those strengths will keep android users for leaving and get more users to switch from their eco systems to androids eco system. But Google has also a lot of those apps in other operating systems like iOS, this has a double sided effect. Potential users are already familiar with the applications from Google, but also takes away the need to change his/her software. The longer you are in an eco-system the harder is to get out. Simple because you have might have invested in the apps and interface (Michael Fisher, 2012). Android has a unique strategy because they are the OS in multiple brands. Users can change their brand and value (hardware) and still using android without losing their contacts, applications and process.

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 6.3 Microsoft
Microsoft is based on accessibility as already been said in the previous texts. It is made for everyone in one environment, what makes it easier for the consumer to switch. With one account Microsoft provides access to other software and devices what makes it more accessible and attractive to make use of the Microsoft software. For example Microsoft office Word is a software program that is used by a lot of people. Switching from Microsoft to Google in this example is not hard because Google drive and Google docs stands in relation to Microsoft office. The other way around works exactly the same. Comparing to Apple, Apple uses closed software that is not connected with the software of Google and Microsoft. Up to now there is no software yet that provides access to save you Microsoft Word document into the iCloud.

6.4 Sony and Samsung

Sony and Samsung are providing a great variety of products that on themselves are actually replaceable. The companies are not using strategies as Apple namely creating additional products that could work only with products from the same brand. Sonys and Samsungs innovations are open and adaptive to other brand devices. So how are they keeping their customers and how they manage to improve the customer experience? Actually the answer is very simple. They provide their consumers great value, good service and a positive experience. Thats why their customer groups are stuck to the brands and wont switch it that easily.

Chapter 7: Conclusion and discussion

To answer the question What is the dependency, influence and differences between innovative companys archetypes and their target archetypes? we looked at all possible angles. To start off with we have seen is that the biggest players in the market all have a different approach for bringing their products to the tablet market. Apple is the only company that offers their devices with soft- as well as hardware owned by apple. Google on the other hand is an open source, they offer their operating software to other hardware companies as Samsung and Sony and last but not least Microsoft produces soft- as well as hardware but also sells licenses for their software to other companies as Nokia, Samsung or HTC. Next we looked at how innovative the companies actually are. Apple has by far been the most innovating company on the market, not only did they brought innovations to the devices itself but also to their software. Google entered the market by his nexus program; they mainly innovate with their software programs. Microsoft was the first company that brought a tablet to the market, although they had some ups and downs they innovated their devices over time. Their core innovations are mainly software based on programs as Windows XP, Vista, Windows 7 and Windows 8. So far we had an insight what the companies and their innovations are about, next we looked at the archetypes. To answer the questions What are the dependency, influence and differences between innovative companys archetypes and their target archetypes? we looked at the Archetype based of the company, the archetype based on identity of the company and finally the archetype based on the companys consumer. Apples archetype is a magician (6) a company that is very innovative and creative and its consumer is the explorer who is always searching for something better. Apple as a company and Apples consumers are a perfect fit. Apple is very innovating and creative and its consumers are always seeking for more and is open to all innovations. It does show that the explorer (consumer) is not as creative as the company itself but since the explorer is always seeking he is open for it. Microsoft is a caregiver (10) and the consumer is the innocent (1). The innocent is known for wanting to be free, to be yourself and live out the best values. They are very open to innovations and open for creativity. On the other hand, the caregiver is moved by compression, generosity and protects and cares for others. The caregiver is very creative but not as innovating. This is interesting to see because it shows that the Microsoft consumers are open for more innovations. Google as a company is the explorer (2) who is as innovative as creative. The consumer archetype of Google is also the explore, therefore this company makes a perfect fit with its customers.

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Samsungs archetype is the caregiver (10) whereas the Samsungs consumers are the regular guy(7). Samsung is known for being a following brand; therefore its the least innovative and creative of all archetypes. The consumers on the other hand are slightly more open to innovations. Therefore it might be smart for Samsung to be more innovative and creative with their tablet devices. Sony is known for being the Magician,(6) Sony is about change. Sonys consumers archetype on the other hand is the Regular Guy who seeks for quality and safety(7). Sony is very innovating as a company but its consumers are looking for the safety that Sony has the offer, they are not even half as open for innovations as Sony brings to the market. The research shows that it isnt easy to switch to another company as soon as you are a user of one of the companies that offer tablet devices. Apple is the hardest to switch from since apples applications are not able to use on any other devices, therefore the switching costs are high. Google on the other hand, made its applications so that you can use it on any device, therefore people are less likely to switch. Sony & Samsung offer their customers great value but it is very easy to switch. By offering your customers the best you simple hope that they will be loyal. To finalize the rapport, the three biggest tablet players in the market are made by very innovative companies. Our research shows that companies offer what their target group asks for to meet the demand. Apples & Googles archetypes and their consumers archetypes is a great match. Microsofts customers are more open to innovations than Microsoft is actually offering them. Samsungs consumers are more open to the innovations and creativeness than the company is actually offering them and last, Sonys consumers are not even half as open for innovations as the company offers them. To answer the main questions, the dependency, influence and difference between innovative companys archetypes and their target archetypes depends on the company. But one thing is for sure, Apple, Google and Microsoft are not the biggest players on the tablet market for multiple reasons. Every company has his own archetype follows. We can conclude that a specific consumer archetype are influenced and following by totally different archetypes. Bu as an exception of Google users they a an explorer and they follow themselves (explorers). But like everyone else the need some guidance. As researched explorers also follows magicians and sages. The rest a more driven to follow a more different archetype to our surprise.

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Resources
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Indeed. (2013). Indeed Microsoft. Consulted on September 23, 2013, van http://www.indeed.com/cmp/Microsoft/ reviews Jadeja, R. (2012, November 16). Apple inc. (corporate culture). Consulted on September 18, 2013, van Slideshare.net: http://www.slideshare.net/Raviraj-Jadeja/apple-inc-corporate-culture Kaewjieranai, N. (2011, June 14). Apples brand personality. Consulted on September 18, 2013, van Slideshare.net: http://www.slideshare.net/tim3flies/apples-brand-personality Karch, M. (sd). Social Tools. Consulted on September 22, 2013, van http://google.about.com/od/ socialtoolsfromgoogle/p/android_what_is.htm Lloyd, C. (2013). Google: Were not stopping the Nexus program. Consulted on September 23, 2013, van Slashgear. com: http://www.slashgear.com/google-were-not-stopping-the-nexus-program-30284278/ Lloyd, C. (2013, Augustus 13). Surface sales left out Microsoft milestones. Consulted on September 23, 2013, van http://www.digitaltrends.com/computing/microsoft-surface-sales/ Lynch, B. (2013). Googles Nexus Program: Shifts and Future Challange. Consulted on September 23, 2013, van Appstorm.net: http://android.appstorm.net/general/opinion/googles-nexus-program-shifts-and-future-challenges/ MacRumors. (2012). Apple Inc. Revenue by Quarter. Consulted on September 29, 2013, van MacRumors.com: http:// www.ictworks.org/sites/default/files/uploaded_pics/2011/apple-ict-sales.jpg Mark, M. (2001). The hero and the outlaw. United states of America: Mcgraw Hill. Marketline. (2013). The Nexus Program. Consulted on September 24, 2013, van Marketline. Microsoft. (2013). About the Microsoft Innovation Centre. Consulted on September 23, 2013, van http://www. microsoft.com/mic/mic-about.aspx Microsoft. (2013). Future vision. Consulted on september 21, 2013, van http://www.microsoft.com/office/vision/ Microsoft. (2013). Microsoft Accessibility. Retrieved september 21, 2013, from http://www.microsoft.com/enable/ microsoft/mission.aspx Microsoft. (2013). Microsoft values. Consulted on September 21, 2013, van http://www.microsoft.com/about/en/us/ default.aspx Microsoft. (2013). Working culture. Consulted on September 23, 2013, van http://www.microsoft.com/en-in/msidc/ life-at-msidc/work-culture.aspx Morrow, B. (2009). Leadership & Culture at Google Inc. Consulted on September 20, 2013, van benmorrow.info: http://benmorrow.info/blog/leadership-culture-at-google-inc Mourdoukoutas, P., & Travlos, D. (2012). Apple Business Strategy Under Steve Jobs. Consulted on September 29, 2013, van psu.edu: http://faculty.ist.psu.edu/bagby/432F12/T11/apple-business-strategy-under-steve-jobs.html Muir, N. (sd). For senior difference between tablet and laptop. Consulted on 10 2, 2013, van http://www.dummies. com/how-to/content/for-seniors-difference-between-laptops-and-tablets.html Odintsova, Y. (2010, April 28). Apples Brand and Identity. Consulted on September 18, 2013, van Slideshare.net: http://www.slideshare.net/katodin/apples-brand-and-identity PCmag. (sd). Definition of: iPad. Consulted on October 2, 2013, van pcmag.com: http://www.pcmag.com/encyclopedia/ term/61359/ipad PCmag. (sd). Definition of: Surface tablet. Consulted on October 2, 2013, van pcmag.com: http://www.pcmag.com/ encyclopedia/term/64605/surface-tablet

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Poissy Design. (2012, October 30). Branding Archetypes. Consulted on October 10, 2013, van Poissydesign.com: http://www.poissydesign.com/branding-archetypes/ Poort, F. (2013, September 29). Android-tablets meer verkocht dan iPad. Consulted on September 29, 2013, van Nutech.nl: http://nutech.nl/mobiel/3588016/android-tablets-meer-verkocht-dan-ipad.html quality, A. s. (2002). amsung Uses Six Sigma To Change Its Image. Consulted on September 16, 2013, van http://www. juran.com/elifeline/elifefiles/Articles/Samsung%20Uses%20Six%20Sigma%20to%20Change%20Its%20Image.pdf Ritson, M. (sd). What the Google. Consulted on September 17, 2013, van http://www.brandingstrategyinsider. com/2008/09/what-the-google.html#.UlGYY1Bzmi1 Samsung. (2006). Global code of conduct. Consulted on September 16, 2013, van Samsung.com: http://www. samsung.com/us/aboutsamsung/corporateprofile/download/sec_global_codeofconduct.pdf Samsung. (2013). Samsung Earnings Release. Consulted on September 16, 2013, van samsung.com: http://www. samsung.com/us/aboutsamsung/investor_relations/financial_information/earning_releases.html Samsung DI. (2013). About SDI Innovation. Consulted on September 16, 2013, van samsungsdi.com: http://www. samsungsdi.com/intro/c_4_1.jsp Samsung. (sd). Samsung environment. Consulted on September 16, 2013, van http://www.samsung.com/ca/ aboutsamsung/citizenship/environment.html Samsung Tomorrow. (2013). 20 Things You Didnt Know about Samsung. Consulted on September 16, 2013, van samsungtomorrow.com: http://global.samsungtomorrow.com/?p=24212 Samsung. (sd). Vision and mission. Consulted on September 16, 2013, van http://www.samsung.com/us/ aboutsamsung/corporateprofile/visionmission.html Singh, S. (2012). Smartphone Market Share Trends By Country: Android Dominant, iPhone Gains, Windows Phone Slipt Further. Consulted on September 17, 2013, van tech-thought.net: http://www.tech-thoughts.net/2012/12/ smartphone-market-share-trends-by-country.html#.Uj9TaYbIaFl Smith, M. (2012, September 5). Googles Eric Schmidt: 1.3 million Android activations a day, 480 million devices worldwide. Consulted on September 19, 2013, van engadget.com: http://www.engadget.com/2012/09/05/googleceo-1-3-million-android-activations-a-day/ Sony. (2013, May 22). Sony Corporate Strategy Meeting FY2013. Consulted on September 19, 2013, van Sony.net: http://www.sony.net/SonyInfo/News/Press/201305/13-065E/ Sony. (sd). Company Profile. Consulted on September 23, 2013, van sony-europe.com: http://www.sony-europe.com/ article/id/1178278971157 Sony. (sd). Organisation. Consulted on September 23, 2013, van Sony.net: http://www.sony.net/SonyInfo/ CorporateInfo/Data/organization.html Sony. (sd). Our Working Culture. Consulted on September 23, 2013, van Sony.net: http://www.sony.co.uk/hub/careers/ why-sony/ourworkingculture Stampler, L. (2013, May 21). Most valuable brands. Consulted on September 22, 2013, van http://www. businessinsider.com/the-20-most-valuable-brands-in-the-world-2013-5?op=1#ixzz2fpmMbtTd Statista. (2012, September). Sales of tablets worldwide in the years 2010-2016 on the operating system. Consulted on September 25, 2013, van statista.com: http://de.statista.com/statistik/daten/studie/220401/umfrage/prognosezum-absatz-von-media-tablets-weltweit/ Statista. (2013, Mai). Forecast for sales of tablet worldwide in the years 2010 to 2014 (in billions of U.S. dollars).

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Consulted on September 20, 2013, van Statista.com: http://de.statista.com/statistik/daten/studie/253303/umfrage/ weltweiter-absatz-von-media-tablets/ Statista. (2013, July). Operating segments on sales of Sonys fiscal year 2012. Consulted on September 22, 2013, van Statista.com: http://de.statista.com/statistik/daten/studie/222300/umfrage/anteil-der-geschaeftsbereiche-amumsatz-von-sony/ Statista. (2013, Mai). Sonys worldwide turnover in the financial year 2007/08 to 2012/13. Consulted on September 23, 2013, van Statista.com: http://de.statista.com/statistik/daten/studie/222289/umfrage/gesamtumsatz-von-sonyseit-2008/ Stenger, M. (2013, April 10). Android device popularity across the worl. Consulted on September 16, 2013, van http:// www.androidauthority.com/worldwide-android-device-popularity-188512/ Street Insider. (2013, June 19). Switching From Apple (AAPL) iPhone to Samsung Galaxy S4 Costs $78.85 and Headache. Consulted on Octobre 10, 2013, van StreetInsider.com: http://www.streetinsider.com/Analyst+Comments/ Switching+From+Apple+(AAPL)+iPhone+to+Samsung+Galaxy+S4+Costs+$78.85+and+Headache/8432818.html Tan, J. (2013, January 25). Prezi Samsung. Consulted on September 16, 2013, van http://prezi.com/cs7qjtm482z1/ samsung/ Wikipedia. (2013, Oktober 3). iPad. Consulted on September 29, 2013, van Wikipedia.org: http://en.wikipedia.org/ wiki/IPad#Timeline Wikipedia. (sd). Google Nexus. Consulted on September 23, 2013, van Wikipedia.org: http://en.wikipedia.org/wiki/ Google_Nexus Wikipedia. (sd). History of tablets. Consulted on September 23, 2013, van http://en.wikipedia.org/wiki/History_of_ tablet_computers Wikipedia. (sd). Microsoft. Consulted on September 21, 2013, van http://en.wikipedia.org/wiki/Microsoft Yarrow, J. (2013). This bizarre story about a three day speech in a german hotel explains samsungs culture. Consulted on September 15, 2013, van businessinsider.com: http://www.businessinsider.com/how-samsung-became-thebiggest-electronics-company-in-the-world-2013-3

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Extra pages
Google
The vision of android Over the years Google has become much more than a search engine. Google is present in everyones lives through mail, maps and even recently through the futuristic Google Glass. Android is an operating system developed by Google. The company is giving it away to companies who manufacture phones and hardware that are interested in using it for no cost. Open Handset Alliance: The Open Handset Alliance is a group formed by Google that includes hard and software manufacturers and telecommunication companies. Android Market: Android is an open-end operating system as Google do not monitor its development and applications in the sense that everybody is free to download the software development kit and create their own applications. The apps can be downloaded from the Android Market and the payment is made through Google Checkout. Service Providers: Unlike the only-iPhone-usable AT&T in the USA, Android is an open platform, which means that a lot of carriers can offer devices that use Android. Data Plan: A phone with Android demands a data plan in addition to the voice plan. If you lack a data plan you wont be able to activate your Android phone. Different networks in the US offer different plans. Google Services: Naturally, because it is a Google product, Android comes with pre-installed services such as Gmail, Google Maps etc. However, this can be modified and carriers are able to make changes to those default settings. Touchscreen: Not having a touch screen is possible whilst using Android is possible but not very convenient as the OS supports touch screen. Furthermore, almost all of the control is done via the touchscreen so it basically becomes a must. Keyboard: Android was initially requiring an external keyboard but newer versions all have an on-screen keyboard. This makes it possible to use models such as the Verizon Droid 2 that have physical keyboard or the HTC EVO that is based solely on the touch screen. The Bottom Line: Overall, Android is a fun platforms aimed at both consumers and developers. Unlike the iPhone that comes with restricted hardware and software, Android is an operating system with an open end. Naturally, there are both pros and cons to this openness. Different versions of Android may provide very customized and unique experience, but that means also less users per types of Android. Furthermore, it also means that supporting for the developers and people who work on the OS is going to be hindered. Updating Android phones would also suffer, as each upgrade must be fitted for the specific hardware and interface of each type of device. Apart from those issues, Android is a strong platform that garnishes a great number of the best phones and tablets currently available on the market. What is Googles vision of Android? Enchant me Beauty is more than skin deep. Android apps are sleek and aesthetically pleasing on multiple levels. Transitions are fast and clear; layout and typography are crisp and meaningful. App icons are works of art in their own right. Just like a well-made tool, your app should strive to combine beauty, simplicity and purpose to create a magical experience that is effortless and powerful. Simplify my life Android apps make life easier and are easy to understand. When people use your app for the first time, they should intuitively grasp the most important features. The design work doesnt stop at the first use, though. Android apps remove ongoing chores like file management and syncing. Simple tasks never require complex procedures, and complex tasks are tailored to the human hand and mind. People of all ages and cultures feel firmly in control, and are never overwhelmed by too many choices or irrelevant flash.

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Make me amazing Its not enough to make an app that is easy to use. Android apps empower people to try new things and to use apps in inventive new ways. Android lets people combine applications into new workflows through multitasking, notifications, and sharing across apps. At the same time, your app should feel personal, giving people access to superb technology with clarity and grace.

Googles 10 Vision rules in detail

1) Focus on the user and all else will follow. Google have always focused heavily on user experience, every innovation, change or design is made for their target audience or better defined you. Google thinks that every innovation should and can be used without any frustration. Its best to do one thing really, really well. Google believes that you should do one thing really well, and according to them they are really good in solving searchproblems. This is little more extended than that, because their other products and services are result of these solved search problems therefore creating applications like Gmail and maps. But their iteration circle doesnt end they keep using their best aspects to create a better overall experience. Fast is better than slow. Googles values time and with that in mine they trying to create the fattest experience possible for you. If they innovate new product they always keep this in mind too. Democracy on the web works

2)

3) 4)

Google believes in democracy, Google developed an algorithm has analyses sites with a specific rule set. These rules are defined by Google and his community. So that the ranking system is fair, there is also a advertising system. The advertising have his own kind of spacing and is still grades bases on Googles ranking system. 5) You dont need to be at your desk to need an answer. Well Google means by this, that their service can be used everywhere and on a lot of devices. They want to expand the devices where you can Google on like Google glasses. They keep innovate in new products and services to Google (search) on. You can make money without doing evil. Google makes money with an advertising model. But they have strict rules according showing these advertising. The advertising on Google is always immediate clear that it is an advertisement. They have a specific area on the page for that, also there are no pop ups and there are not flashy. Theres always more information out there. Even after indexed the HTML page, the search engine keeps looking for more information and changes. They even try to add information from other pages if it connects. The need for information crosses all borders. Same as the title, Google want everything to be global and accessible by everyone. They serve now over more than 60 countries and offer their interfaces in more than 130 languages. They are also proud of their translation tool so the users can gather from different languages.

6)

7) 8)

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9)

You can be serious without a suit. The founders think that work should be challenging and fun. Google has no formal dress code and believe that people are more creative when they can be themselves. Also Google invest in a creative and original workspace and even have a slide in their headquarters. Great just isnt good enough. Google is never happen they keep continue innovate and iterate their products in unexpected ways. Even their products are great they always can get better. Like the spellcheck that is something an engineer came up with during an iteration.

10)

Source from: http://www.google.nl/about/company/philosophy/

Planning
WEEK 1 26-8-2013 to 30-8-2013 - Introduction about the knowledge ring and the assignments for this minor - Meet the group and brainstorm about Innovation topic WEEK 2 2-9-2013 to 6-9-2013 - Make a research plan. This plan is going to be discussed in the classroom. The deadline of this assignment is the 6th September 2013 - Choose the right sub questions - Recover the research plan after the revision. WEEK 3 9-9-2013 to 13-9-2013 - Recover the research plan after the revision - Divide the task within the group about the several sub questions - Elaborate the sub questions - Discus the information with the project group WEEK 4 16-9-2013 to 20-9-2013 - Elaborate the sub questions - Discus the information with the project group WEEK 5 23-9-2013 to 27-9-2013 - All the sub questions has been elaborated - It is possible to answer the main question in a conclusion - Discus the conclusion with the project group WEEK 6 30-9-2013 to 4-10-2013 - There is a revision of the final research document - Recover the final research document ( if needed ) WEEK 7 - There is a final revision of the final research document - The deadline of the assignment is reached 26-aug 2-sep 9-sep 16-sep 23-sep 30-sep 4-okt Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 1 Introduction Meet the group Brainstorm about Innovation Week 2 Make a research plan Choose the right sub questions Recover the researchplan (If needed)

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Week 3 Divide the tasks within the group Elaborate the sub questions Discus the information Week 4 Elaborate the sub questions Discus the information Week 5 All the sub questions has been elaborated Answer the main question Discus the conclusion Week 6 Provide a revision Recover the final research ( if needed) Week 7 Provide the final revision Hand in the assignment

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Brainstorms consumer achertypes

these brainstorms are based on our interviews, chats and assumptions, we used the outcome for our archetype research.

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