Pdas Function as Mobile Personal

PDAs function as mobile personal computers for most users; therefore the key feature that users demand is an adaptable and consistently updated operating system. Support services for operating platforms is provided by key competitors such as Microsoft provide custom operating system designs for specific PDA needs as well as updates and patches released on a monthly basis. Buyers want support services to provide them with installation and upgrading help as they evolve their PDA needs. The Microsoft Treo for instance has support services specifically for explaining how to add additional memory, change operating systems, and how to download specific software. Such hotlines are essential for customers to update the usability of their PDAs over a long period. Furthermore, buyers want protective warranty programs especially for "ultra durable" PDA models. Psion, Amida, CLIE and other brands offer no hassle hardware repairs for all PDAs, allowing buyers worry free mobile use of their PDAs. Another important service is the provision of helpful software packages and updates. Most buyers are unwilling to locate specific software and download via the internet, thus most buyers prefer to have product specific software packages that include everything that they are looking for. The Sony CLIE for instance, offers a full range of software packages for different sectors of their consumer base such as "organization tools," "road-warrior software," and "business on the go" packages. By making it easier for buyers to use their PDAs for multiple functions, Sonic can gain customer trust and continued customer loyalty. Other services that attract customer retention are the provision of hardware accessories such as external Bluetooth connectors, GPS external drivers, external memory, etc. By providing a variety of such accessories, customers have the ability to upgrade their existing PDA without having to purchase new ones. It also provides more versatility for the product and allows users more control than traditional PDA offerings on the market.

Traditional post sale service arrangements providing a repair center in which users can send their PDAs for repair or replacement. However, recently companies such as Psion and Fujitsu has begun offering "at home repair services," which allows users to upload their PDA's internal data over the internet and self-repair software issues over the internet. They also offer overnight shipping of new parts to expedite the repair process. The first step is to create a support call center with experienced product service managers. Creating a standard operating procedure for common problems and making this documentation available over the internet would be extremely helpful. Setting up a repair center is also an inevitable step where repair specialists can quickly fix or replace broken parts. Creating relationships with either USPS or other delivery networks is important to streamline the delivery and repair experience for users. The most important step is to create a no hassle repair experience for buyers by creating an easy to understand and user friendly process to guide buyers to repair their PDAs. HP IPAQ which has one of the highest customer service ratings have created a multitiered customer service and repair system that allows users to bring their PDAs to HP stores and electronic retailers such as Radio Shack to perform on the spot repairs. Additionally I-PAQ allows users to send their broken PDAs to one of three regionally located repair centers and guarantees one week repair services and delivery. The most important step is to create a strong communication network that provides a myriad of options for buyers which allows customers to determine on their own which method for repairs and replacements they should take.

Pricing for PDAs are extremely competitive, but the price sensitivity of customers depends on the specific sector that Sonic wishes to target. High end Blackberry products and PDAs for businessmen can run at a very high cost with some PDAs selling at 900 dollars and above. However, low end users who use PDAs for daily personal organization and data management are extremely sensitive to price. Low end PDAs such as those manufactured by Psion can run as low as 150 dollars. Therefore price sensitivity works in conjunction with product quality and brand recognition. Demand is elastic at the low quality end with most producers competing over price and margins are relatively low, on the high quality end demand is usually inelastic, but market penetration is much harder because users demand a high end product that they trust will not break down or malfunction. Therefore brand name products usually occupy the high end PDAs. The implication for the Sonic 1000 is that its pricing must be extremely competitive based upon its overall product quality. If a very strong customer support system can be effectively created and managed along with a very durable product, then pricing could be set a relatively high level. However, since this market is already well saturated, competition in each level of product quality and price range will be extremely intense, it is necessary to select a price sector and a quality level and then carefully evaluate the margins of the product.