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Creativity and Innovation Assignment

Creativity and innovation


BM006-3-2-CRI

Individual Assignment

Student Name: ZAED DERHEM YAHYA

TP024890.

LEACTURER NAME: VERONICA JOY S SULAIMAN

Tutorials Lecturer Name: MUHAMMAD BIN MAJID Intake: UC2F1203IT(NC)

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Creativity and Innovation Assignment


Total number of pages= 37 Total number of words=3,965 Total number of word without words in table of contents, cover pages, diagrams, charts, tables, captions, citations and references =2, 200

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Creativity and Innovation Assignment

The Technological cap


Technological multifunction cap

Proposed by Zaed Derhem TP024890

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Creativity and Innovation Assignment


Table of Contents
1. 2. 3. Executive Summary............................................................................................................ 6 Problem Statement .............................................................................................................. 7 Competitor Analysis ........................................................................................................... 8 iCap MP3 Player .................................................................................................................... 8 Muti -function Cap Camera/Hat DVR/Cap Hidden Camera ................................................. 9 4. 5. Objective Statement .......................................................................................................... 10 Idea Generation................................................................................................................. 11 5.1. Mind Mapping ........................................................................................................... 11 Opening ..................................................................................................................... 11 Illustration ................................................................................................................. 13 Combination .............................................................................................................. 14 Evaluation.................................................................................................................. 14 5.2. Attribute Listing ........................................................................................................ 15 Opening ..................................................................................................................... 15 Illustration ................................................................................................................. 16 Combination .............................................................................................................. 17 Evaluation.................................................................................................................. 17 5.3. CONCEPT FAN ........................................................................................................ 18 Opening ..................................................................................................................... 18 Combination .............................................................................................................. 20 Evaluation.................................................................................................................. 20 5.4. SCAMPER: ............................................................................................................... 21 Opening ..................................................................................................................... 21 Illustration ................................................................................................................. 22 Combination .............................................................................................................. 23 Evaluation.................................................................................................................. 23 6. 7. Idea Summary ................................................................................................................... 24 Product description ........................................................................................................... 25 Opening ......................................................................................................................... 25 Features ......................................................................................................................... 29 Function ........................................................................................................................ 29 Frequency of usage ....................................................................................................... 30
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Creativity and Innovation Assignment


Price .............................................................................................................................. 30 Technologies used ......................................................................................................... 30 8. 9. Market Identification ........................................................................................................ 31 IDEA EVALUATION ...................................................................................................... 32 9.1. Force Field Analysis.................................................................................................. 32 Opening ..................................................................................................................... 32 Illustration ................................................................................................................. 32 Recommendations for minimizing restricting factors ............................................... 33 Recommendations for maximizing supporting factors ............................................. 33 Conclusion................................................................................................................. 34 9.2. Plus Minus Analysis .................................................................................................. 35 Opening ..................................................................................................................... 35 Illustration ................................................................................................................. 35 Over all analysis of PMA .......................................................................................... 35 10. 11. 12. Conclusion .................................................................................................................... 36 References ..................................................................................................................... 37 Appendix ....................................................................................................................... 38 Survey with Miss JULI .......................................................................................... 38

12.1.

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Creativity and Innovation Assignment


1. Executive Summary
This is a proposal of presenting a multifunction technological cap into the market that will be produced marketed within 5 years from now. As it name mentioned, it has incorporated many technologies to perform their functions at a cap. It is used to, wireless intercom communication between two caps, capture photos and video, listen to music, pick up and reject phone calls to collect all commonly used devices or technology by one single cap. This product will target market including physically disabled people to easily use the various functions of cap, athletes, student, traveller, driver to pick up and reject phones calls while driving since it is against law, police man and security yard to use the wireless intercom communication function, and normal people using the incorporated technologies (wireless intercom communication, DVR, MP3 Player, Bluetooth ect..). The technological cap has existing competitors (iCap Mp3 Player, and Muti -function Cap Camera/Hat DVR/Cap Hidden Camera) who are producing similar products but, the TMC has more and enhanced functions which do not exist in the market. This proposal has used four idea generations to generate ideas from the proposed product. Those ideas including Mind mapping, Attribute listing, SCAMPER, and concept fun. In addition, the proposed product use idea evaluations such as Force Field Analysis and Plus Minas Analysis are used to evaluate the proposed product demand in the market.

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Creativity and Innovation Assignment


2. Problem Statement
The proposed cap will replace many undesired activities such picking up the phone while running or driving, carrying a camera, MP3 player, intercommunication, capture photos using traditional way and being used for capturing video at night (lighting feature)with nice design and use one while carrying other.

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3. Competitor Analysis
iCap MP3 Player

Company
CES 2009

Target Market Athletes, Business people, travelers, drivers, student, and PRICE RM 30 $10 UNIQUENESS
Figure 1

clip for attaching the MP3 player to your own cap or elsewhere. 1GB storage

A micro SD card slot for expansion


FM tuner and built-in speakers (with surround sound).

iCap MP3 Player, [online image ],

LIMITATIONS
Batteries last only for a couple of days.

available at:
http://www.insidedgw.com/page/83/

Heavy weight of the Mp3 player and very big size of the Mp3 player

[Accessed 26th may 2011]

Expensive price Technology

Mp3 player technology .

Table 1

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Creativity and Innovation Assignment


Muti -function Cap Camera/Hat DVR/Cap Hidden Camera Company

Somax
Target Market Sport people, travelers, kids who worker, drivers. PRICE RM 100 UNIQUENESS The cap is made of brushed cotton of high quality Digital video, mp3 player, remote control The internal sweatband for the purpose of absorbs sweat and saves from being dripped.
Figure 1

Warranty for 1 year The cap has multiple designs suit all situations

Available at :
86050820-

LIMITATIONS
The price is so expensive. It is not waterproof

http://somaxchina.en.alibaba.com/product/3

209690423/Muti_function_Cap_Camera_H at_DVR_Cap_Hidden_Camera.html

Use huge amount of battery .


Very expensive

[Accessed

26th

may 2011] Technology


Digital video technology Bluetooth technology Mp3 player technology Remote control technology Page 9

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4. Objective Statement
To design a technological multifunction cap that contains wireless intercom technology for intercommunication, Bluetooth for picking up phone calls, camera to take photos and capturing video and MP3 player to listen to music.

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Creativity and Innovation Assignment

5. Idea Generation

5.1.Mind Mapping

Opening

Mind mapping is a technique of constructing a diagram to represent, ideas related and arranged to a central idea. These ideas are linked via lines to its major idea or fact (central key word or idea) providing understandable visualization of an idea, or thought of information. Mind mapping was developed by the UK reasercher Tony Buzan in 1972.

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Creativity and Innovation Assignment

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Creativity and Innovation Assignment


Illustration

Figure 3

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Combination

1. Trips + tourist + snapback + use Camera +black 2. Driving + motorbike driver+ so around + pick up phone call + red 3. Home + physically disable people + plastic + remote control+ long time battery 4. Exercising + athletes + white + listen to music + light weight

Evaluation

Mind mapping is useful technique help a person thinking or visualisation to come up with the best idea generation. From the above, the first combination is seen as the best idea. It give you unique imagination to derive ideas through having branches having values and each branch has sub branch to get deeper values of value to be clear. In other hand, mind mapping technique is not acceptable to be hand drawn. It is recommended and preferred to use software to draw the map. In addition, it looks confusing and is not understandable as anyone has a look to it.

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5.2.Attribute Listing Opening Attribute listing is technique to generate ideas, whereby takes an available product, break it into many parts, identifies the different methods of accomplishing every part, and recombine these to come up with new forms of the product. Attribute listing technique introduced by Robert Platt in 1930s. It is often used by a Research and Development department of a company who are always engaged on producing creative and innovative products.

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Creativity and Innovation Assignment


Illustration technology DVR color blue Material Plastic Rubber Users Athletes drivers Shape sizes

Features Durable Multipurpos e Portable

So around small Snapback medium

MP3 Player Black

Bluetooth

Green

Polyuretha ne

student

Flat cap

large

Confortable

Remote

Chrome

cotton

Children

Baseball cap

X large

and suitable control for head Life-long battery trendy design Lighting night Wireless intercom Wireless intercom at Earphone red Glass Physically disabled people Table 3 Pink Silver White silk Detective people Tourist

Hard cap

Square

Female shapes

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Creativity and Innovation Assignment


Combination 1. confortable and suitable for head + earphone + baseball cap children + plastic+

small 2. lighting at night + DVR + white + hard cap detective people+ medium 3. trendy design + MP3 player + pink + female shapes + cotton +small 4. portable + remote control + physically disabled people + red +large

Evaluation The best combination form above is the second one. Attribute listing aims to specify the best specifications or features from all angles of the product to achieve the spanning of different features can de elicited from the product itself in order to generate new ideas that are related to the product. In contrast to mind mapping, it is used in cases of out of ideas that a developer faces, but mind mapping is used to utilise of visualisation and imagination it gives in early stages of development to derive ideas.

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5.3.CONCEPT FAN

Opening The Concept Fan is a way of finding different approaches to a problem when you have rejected all obvious solutions. It develops the principle of 'taking one step back' to get a broader perspective. (SUNDAY. 2009). By this technique, the designer is able to list the right approach associated with the main concept and the idea of the desired product. The use of listing approach as follows:

These four sections on the product above are used to draw obvious guidelines for the approach which has been used to list all ideas which are related to their concept and all concepts to their Direction as well as all directions to their purpose.

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Creativity and Innovation Assignment


illustration

Purpose

Directions

Concepts

Ideas

bluetooth Technology MP3 player


DVR

Combine camera, MP3 player, bluetooth& wireless intercom on one cap Computib ility
Create a cap that has a technological multifunction s

remote control wireless intercom


)Recieve, dail ,deny calls

remote controll for all functions Hard matrieal Durable Make it suitable to be used everywher e Long lasting battery

Light weight Portable differnt shapes

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Creativity and Innovation Assignment

Combination 1. MP3 player + durable + long life battery + light weight 2. DVR + portable+ light weight+ control for all functions 3. Remote control + receive, dial, deny calls + different shapes + make it suitable to be used every where 4. Wireless Intercom +remote control portable+ light weight

Evaluation The third combination is the best combinations that are elicited. Concept fun is a helpful technique by branching out different element and possibilities to get more detailed results. It also helps in setting a complete path into the outcomes by having a reserve direction when the first one is obtained. The powerful full point that concept fan provide is having different interlinked paths and branches between the problems and the solutions for them.

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5.4.SCAMPER: Opening SCAMPER is one of the most popular techniques of idea generation techniques. SCAMPER is a productive and versatile method to come up with an innovative idea for any product. It uses and analysis the idea from different seven angles and perspectives as shown below

S C A M P E R

SUBSTITUTE COMBINE ADAPT MAXIMISE OR MINIMISE PUT TO OTHER USE ELIMINATE REARRANGE OR REVERSE Table 4

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Creativity and Innovation Assignment


Illustration Substitute the usage of the wireless intercom communication devices, traditional Camera, Mp3 player, wireless intercom devices and earphones Substitute the control of traditional Camera, Bluetooth activation and MP3 player manually by having remote control for all functions that the cap has Combine: Combine DVR, wireless intercom devices, MP3 Player, earphone and Bluetooth to provide a technological multifunction cap Adapt: Combine between the use of cap a and phone Adapt to any computer devices to transfer video tracks by having USB port or slot. Modify: Modify the contains of the cap according to the need as a removable features such as taking the plastic chassis by screws Put in another use: Put in the use of detection for the security operations to communicate using the wireless intercom function, capture video without the awareness of the intended person Use to risky and disabled events such as picking up the phone while driving or riding a bicycle Eliminate: Eliminate using one device on the same time video recorder, mp3 player and earphone wireless intercom devices. Reverse: Eliminate changing the batteries every time. Reverse the use of the memory by transfer the filled size of the memory to external storage by the USB slot. Reverse the use of manual use by having remote control Table 5

Substitute:

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Combination 1. Substitute the usage of the wireless intercom communication devices traditional Camera, Mp3 player, wireless intercom devices and earphones 2. Use to risky and disabled situations such as picking up the phone while driving and riding bicycle and running. 3. Adapt to any computer devices to use weather to transfer video tracks by having USB port or slot. Evaluation SCAMPER Technique offers various paths to be analysed and thought in order to get the above ideas, but it is limited to a few sides only to be generated. In contrast to attribute listing SCAMPER is more flexible because it lays various question of the product to get ideas, but attribute listing is more in providing different or alternative ideas.

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6. Idea Summary
Idea generation is seen as collection of creative techniques which are used to generate, obtain, and derive new ideas which are related to the development of the desired product. Four idea generations have been used to develop and feature the technological multifunction Cap Mind Mapping, Concept Fan, Attribute Listing, and SCAMPER. 1. Exercising + athletes + white + listen to music + light weight 2. Remote control + receive, dial, deny calls + different shapes + make it suitable to be used every where 3. DVR + portable+ light weight+ control for all functions 4. Substitute the usage of ,wireless intercom communication devices traditional camera, MP3 player and earphones As stated above, the four ideas are combined together from every used technique of idea generation techniques which were used to form the technological multifunction cap product. However the result is having great chance to be used.
Idea Generation Mind Mapping Advantage Generates a lot of new ideas Disadvantage Consume much time to be

implemented

Attribute Listing

Enable more ideas be generated in Some obtained ideas are useless each attribute and cannot be implemented

Concept Fan

it show a clear flow of problems to There may be more unrelated solutions problems and solutions

SCAMPER

It gives and offer more specific and Some of the guidelines will be suitable benefit and guidelines related for every aspect

using questions

Table 6

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7. Product description
Opening

The technological multifunction cap is a combination of wireless intercom communication function, DVR, MP3 player, Bluetooth, and earphones technologies functioning by using remote control technology incorporated in to a cap in order to provide the need of todays world users for the mentioned technologies. It is also has rechargeable battery that can last for 10 hours if fully charged

Figure: the internal design of the technological multifunction cap

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Figure: Cap to Cap wireless communication between three riders by Bluetooth system

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Creativity and Innovation Assignment

Figure 4: the plastic chassis labeled to the cap from inside

Figure 5: remote control design of TMC

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Figure 6: the external design TMC

Figure 7: the behind of the external of the TMC

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Features features Description Video Resolution: 640x480, Photo Resolution: 1280X960, Photo Format: JPG, and Video Format

DVR

Mp3 player Battery Memory Card Slot Bluetooth Remote control Manual control

Music format MP3 2 AA 5 V (volts) Lithium Ion rechargeable battery support /1GB/2GB/4GB/8GB/16GB Frequency: 2.402-2.480GHz

* Buttons/Connectivity/Indicators: Power ON/OFF/ Microphone

Earphones Lamps Wireless intercom It allow simultaneous communication between two or more riders with up to 500 meters Table 7 The unique features which distinguish the TMC from the competitors (Muti -function Cap Camera/Hat DVR/Cap Hidden Camera and iCap MP3 Player) are wireless intercom communication capability up to 500 meter with different riders lighting, remote control for all function unlike the remote control for Muti -function Cap Camera/Hat DVR/Cap Hidden Camera only for DVR Function as you can see in figure 4, manual control, DVR, mp3 player, Bluetooth and earphones. Furthermore, earphone and lamps labelled to the cap make excellent features that can light at night to use it as a normal light or to use it while using DVR to enable night mode of the camera as a flash camera. Function

The TMC has various functions. It includes simultaneously communication up to 500 meters with other cap or riders, taking photos, capturing video, listening to music, picking up phones calls, and lighting at night, unlike the competitors caps

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Frequency of usage

The technological multifunction cap can be frequently used at any time including daily since its user (drivers, students, police man, and athletes) and its functions used almost daily by the targeted market and users. Price The price 400RM

The product name Technological Cap

Muti -function Cap Camera/Hat DVR/Cap 250 RM Hidden Camera iCap Mp3 Plyer Table 8 RM 30 $10

Technologies used

1. Wireless intercom function using Full-duplex communication technology: to provide cap to cap intercom communication among two or three cap within a range of Full Duplex Communication by using Bluetooth system. This technology is not included in both of competitors (Muti -function Cap Camera/Hat DVR/Cap Hidden Camera, and iCap Mp3 Plyer). 2. Digital Camera technology: to have lens in front of the cap providing features of capturing video and photos as well. 3. Bluetooth technology: to allow the different devices in the cap to communicate with each other without cables such as cell phones with earphone, wireless intercom communication and play music using MP3 player. 4. Mp3 player technology: music format in to listen to music 5. Headphone and microphone technology: in order to speak and listen.

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8. Market Identification
Wireless intercom communication devices, MP3 player, headphones, camera, and Bluetooth. Furthermore, also fashionable clothes is too comes into account such as a cap. The technological multifunction cap incorporated all that devices inside one cap to target the market and be supplied to the market creatively meeting their demands. The target market will be involved for both male and females since caps are designed to different gender. The technological multifunction cap also is targeted for specific ages on the market segment. It is designed to fit age groups. These age groups encompass from10 to 15, 15 to 20 20 to 30 and 30 and older. It depends on the size of the person not the ages. Actually, there are three different sizes of small, medium, and large for comfortable and convenient addressing. So, a customer can pick the suitable size for his/her head. The TMC is designed and targeted to be used by all classes of people. There are no restrictions or specific gender to use it particularly, for people who are physically disabled. Furthermore, the price of the product is affordable mainly by the middle and upper class people. There are no limitations for this product such as geographic market segment or others. The product is designed for all kinds of people, irrespective of their origin, nationality, religious who has the capability to offer it.

Age Gender Occupation Power price

10 70 years old (from young kids to old people) Both male and female .athletes, drivers, physically disabled people, detective police people, tourist, student and anyone. Middle and Upper calss Table 9

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9. IDEA EVALUATION
9.1.Force Field Analysis Opening It was developed by Kurt Lewin. It is aiming to check and perform the feasibility of adopting idea implementation by identifying the supporting and restricting factors within the implementation of the product concept. It is performed by assigning the supporting and restricting factors and sums them to get the total. Then, based on that recommendations are given to minimize the restriction and maximize the supporting.

Illustration

Restricting factors
Unaffordable Price Heavy weight A lot of technologies used User friendly Huge using of battery for all the technologies Total

Score
-3 -2 -3

Score
+3

Supportin g factors

Technological Multifunction Cap

+3 +4

Multi Designs multifunction Comfortable to wear

-4

+4

-3

+3

High Quality

-15 Net Total +2

+17

Total

Table 10: FIF Diagram before recommendation for improvement

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Recommendations for minimizing restricting factors As shown above in figure, there are several restricting factors restricting the proposed products. For example, hug using of battery for all technologies incorporated in to TMC product. However, in order to minimize these restricting factors, it is recommended to implement solar energy resources as it stated in the survey to have constant reenergized battery to use the different technologies (DVR, MP3 Player, Bluetooth, earphones) of the cap, so the restricting factor score will range from (-3) to (-1). Other restricting factors are unaffordable price and being users friendly products. However, to minimize it, it is recommended to design user friendly remote control which can easily control all function of the technologies and add manual controlling to it so it can be user friendly more and provide user manual explaining the different part and how to use of the products, so the restricting factor score of user friendly will range from (-4) to (-2). In addition to that, unaffordable price restricting factors can be minimized by offering discounts Recommendations for maximizing supporting factors

For the supporting factors of the proposed products to be maximized, it is recommended to include high quality design of the technologies incorporated to provide reliable and durable product so, the score of this factor will range from (+3)to (5+). Furthermore, multi designs supporting factors can be maximized by having different designs of cap such as female, male, and different kind of caps design, so the supporting factor will be maximized from(+3) to (+4).

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Restricting factors
Unaffordable Price Heavy weight A lot of technologies used User friendly Huge using of battery for all the technologies Total

Score
-3 -2 -3

Score
+3

Supportin g factors
Weight Multi Designs Multifunction Comfortable to wear

Technological Multifunction Cap

+4 +4

-2

+4

-1

+5

Quality

-11 Net Total +9

+20

Total

Table 11: FIF Diagram after recommendation for improvement Conclusion As shown above tables there are restricting and supporting factors for the proposed product the first table illustrating the scores of the restricting and supporting factors before the recommendations for the improvement (minimizing restricting factors and maximizing the supporting factors) is +2. Then recommendation for the improvement (minimizing restricting factors and maximizing the supporting factors) of the proposed product has been provided which range the score of proposed product to has high chance to be successfully implemented which +9 score.

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9.2.Plus Minus Analysis Opening PMI is a fundamental decision making tool while encounter a situation of a difficult decision look at an idea from more than one viewpoint. It was develop by Dr. Edward de Bono. It is done by simply drawn table contain headed up by three columns plus for positive effect, minus for negative effect and interesting for extended implication of taking the decision. plus
Has more technological functions (+5) Designed with high level of quality (+3) Multiple designs and multiple gender designs(+3) Eliminate the carrying of more than one devices (+4) Rechargeable battery stand for 4 hours (+2)

Illustration Minus
Uses a lot of technologies (-3) Somehow expensive price(-2) Difficulties on the designing phases (-2) Somehow heavy weight (-3) Use much power due to many technologies (-3)

Interesting
Offer very common used technologies (+2) Affordable price for middle people (-1) Providing designs for both genders multiple designs of the cap (+4) Provide portability for different and frequently used devices (+5) Power consumption (-2)

+17

-13

+8 Total = +12

Table 12: plus Minus and Interesting Over all analysis of PMA The above table contains the essential attributes which may raise advantages, disadvantages while introducing the TMC it is seen the TMC has many attributes that can be as advantage given a high chance to the product to be implemented and there disadvantage, and interesting which may raise issues to introducing and designing the TMC. The entire attribute is more strong advantage for the implementation of the product scoring total of plus twelve resulting in a high successful chance to be implemented

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10. Conclusion

The technological cap is a modern technology appliance. It is technological multifunction products with many functions that are designed to meet the needs of people in todays progressive world. It has solved many issues such as carrying wireless intercom devices other devices and has functions such picking up phone while driving or running increasing the TMC to be effective and efficient. There has provided comprehensive details about the different aspects of the proposed product by using various techniques. However, at last but not least, the TMC achieved the aims which were proposed to be designed. So, the TMC is a completely new product to the market and has great chance to be applied within five years from now.

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11. References
http://www.emeraldinsight.com/learning/study_skills/skills/mind_maps.htm. [Accessed.

1. Emerald. (Unknown data of publish). Mind Map. [Online]. Available from:

10/6/2012]. 2. beadLinks.com (Unknown data of publish). The Element of Creativity: Attribute Listing Method. [Online]. Available for: http://beadlinks.com/creativity/13894.php. [Accessed. 3/6/2012]. 3. Somax. (Unknown data of publish). Muti -function Cap Camera/Hat DVR/Cap Hidden Camera. [Online]. Available from:
http://somaxchina.en.alibaba.com/product/386050820209690423/Muti_function_Cap_Camera_Hat_DVR_Cap_Hidden_Camera.html. [Accessed.

12/5/2012]. 4. Unknown author. (10 January 1998). Plus/Minus/interesting. [Online]. Available from: http://homepages.ihug.co.nz/~peter/p/PMI.HTM. [Accessed. 13/5/2012]. 5. Paul Sloane. (Feb 26, 2010). SCAMPER - a Powerful Innovation Method for Products or Services. [Online]. Available from: http://voices.yahoo.com/scamper-powerfulinnovation-method-5547331.html. [Accessed. 10/5/2012].

6. SUNDAY, (OCTOBER 25, 2009). Concept Fan:Widening the Search for Solutions. [Online]. Available from:
http://conceptualtoolstechniques.blogspot.com/2009/10/concept-fanwidening-searchfor.html. [Accessed. 9/5/2012].

7.

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12. Appendix
12.1. Survey with Miss JULI

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