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a pilot field study tries to understand the half/illiterates in China about their mobile phone usage and insights from field interviews included.
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ConfidentialRev PA1 2008-6-13 1
Illiterates Illiterates Exploration Exploration
Study in BeijingStudy in BeijingMay, 2008May, 2008
Beijing Experience LabBeijing Experience Lab
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What’s illiterate?What’s illiterate?
Definition?Definition?
Less than 1500 Chinese charactersLess than 1500 Chinese characters
About 100 millionAbout 100 million
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The first stepThe first step
Went to talk to themWent to talk to them 7 interviews7 interviews
Get to know how they used Get to know how they used mobile phonemobile phone
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ContentContent
General findings General findings
3 segments identified3 segments identified Segment profileSegment profile Specific findings for this segmentSpecific findings for this segment Insight for designInsight for design
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General FindingsGeneral Findings
Half-illiteratesHalf-illiterates
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1. Low Literacy Level1. Low Literacy Level
2. Less willingness to explore2. Less willingness to explore
3. High Cost Awareness3. High Cost Awareness
4. Low Branding Awareness4. Low Branding Awareness
5. Poor understanding of icons5. Poor understanding of icons
6. Strong need of help6. Strong need of help
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1. Low Literacy Level1. Low Literacy Level
Less schooling education (3-5 years Less schooling education (3-5 years schooling in this study)schooling in this study)
More difficulties in writing than More difficulties in writing than readingreading
Slow reading speedSlow reading speed
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Basically they Basically they can read a lot of can read a lot of texts in the texts in the mobile phone, mobile phone, but they can but they can write a little. write a little.
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2. Less willingness to 2. Less willingness to exploreexplore
Less willingness to explore the Less willingness to explore the phonephone
Strong need of help from others Strong need of help from others
Never change the default settingsNever change the default settings
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3. High Cost Awareness3. High Cost Awareness
10-20RMB per month10-20RMB per month Add prefix e.g.12593 for cost savingAdd prefix e.g.12593 for cost saving More calls than messagingMore calls than messaging
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4. Low Branding 4. Low Branding AwarenessAwareness
Basically they didn’t know Sony Basically they didn’t know Sony EricssonEricsson
Nokia was heard to be the best Nokia was heard to be the best brand.brand.
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5. Poor understanding of 5. Poor understanding of iconsicons
Only the icons Only the icons similar with real similar with real artifacts make artifacts make sense.sense.
A lot of icons in A lot of icons in the mobile the mobile phone were phone were meaningless to meaningless to themthem
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6. Strong need of help6. Strong need of help
Help on creating contactsHelp on creating contacts
Help on advanced featuresHelp on advanced features change some settings, E.g. adjust the change some settings, E.g. adjust the
backlight durationbacklight duration Transfer mp3, video, pictures etc.Transfer mp3, video, pictures etc.
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3 Segments 3 Segments IdentifiedIdentified
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1.Young 1.Young illiterates with illiterates with
exposure to exposure to technologytechnologyMost malesMost males
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杨彦涛杨彦涛
22 years old, Henan
4 years of schooling
Underground garage maintainer
谢道高谢道高
37 years old, Anhui
3 years of schooling
Vegetable market
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Specific findings for this Specific findings for this SegmentSegment
More experiences in using mobile More experiences in using mobile phonephone The 3rd mobile phone they have ownedThe 3rd mobile phone they have owned
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Familiar with Navigation, soft key Familiar with Navigation, soft key etc.etc. Basically they Basically they
understood the understood the soft keys and soft keys and red/green keys red/green keys well, just not well, just not very sure.very sure.
Try and error Try and error was an was an important way important way of learning for of learning for them.them.
Specific findings for this Specific findings for this SegmentSegment
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Willing to explore more non-text-Willing to explore more non-text-based features, e.g. MMS, MP3, based features, e.g. MMS, MP3, photo capture etc.photo capture etc.
Photo ID About 40
songs in storage card
Gif wallpaper
Specific findings for this Specific findings for this SegmentSegment
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2.Young illiterate 2.Young illiterate with less with less
exposure to exposure to technologytechnologyMost femalesMost females
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刘静娟刘静娟30 years old, Hebei
5 years of schooling
Farmer, housekeeper
张忠霞张忠霞34 years old, Henan
5 years of schooling
Lifter operator
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Specific findings for this Specific findings for this SegmentSegment
They have some basic phone They have some basic phone experienceexperience
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Local brand: CECTLocal brand: CECT Worn-out second Worn-out second
phone inherited from phone inherited from her husbandher husband
Ring tone brokenRing tone broken
Samsung colorful Samsung colorful screenscreen
An old phone An old phone inherited from her inherited from her friendfriend
Alarm didn’t workAlarm didn’t work
Specific findings for this Specific findings for this SegmentSegment
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Managed to send text message is Managed to send text message is possiblepossible Although sometimes it takes half an Although sometimes it takes half an
hour to compose a text messagehour to compose a text message
Specific findings for this Specific findings for this SegmentSegment
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3.middle-aged 3.middle-aged (40+) illiterates (40+) illiterates
with less exposure with less exposure to technologyto technologyMixed genderMixed gender
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高矿宝高矿宝49 years old, Gansu
4 years of schooling
Construction worker
梁瑞芬梁瑞芬45 years old, Henan
5 years of schooling
Lifter operator
闫来良
39 years old, Henan
5 years of schooling
Construction worker
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Specific findings for this Specific findings for this SegmentSegment
Basically no experience of mobile Basically no experience of mobile phonephone 5-way Navigation model didn’t work5-way Navigation model didn’t work
Up and down key tended to be pressed more Up and down key tended to be pressed more oftenoften
Separation of highlight and select didn’t Separation of highlight and select didn’t workwork
Soft key didn’t work Soft key didn’t work
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More rote learningMore rote learning
Specific findings for this Specific findings for this SegmentSegment
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RecapRecap Common findingsCommon findings
1. Low Literacy Level1. Low Literacy Level 2. Less willingness to explore2. Less willingness to explore 3. High Cost Awareness3. High Cost Awareness 4. Low Branding Awareness4. Low Branding Awareness 5. Poor understanding of icons5. Poor understanding of icons
3 segments3 segments Young illiterates with exposure to technologyYoung illiterates with exposure to technology Young illiterates with less exposure to Young illiterates with less exposure to
technologytechnology Middle aged illiterates with less exposure to Middle aged illiterates with less exposure to
technologytechnology
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More neededMore needed
Go to the rural areaGo to the rural area Intermittent powerIntermittent power Intermittent connectivityIntermittent connectivity Variable population densityVariable population density
Do more interviewsDo more interviews
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ThanksThanks