Samsung Mobile Project

A design analyst giving a presentation to the project members

Korean and Japanese college students from various fields teamed up to analyze feedback and conduct assessments on previously released/soon to be released Samsung mobile phones.  Participants worked in teams and exchanged perspectives based on their own experience and areas of expertise.  One of the phones we worked on was the Armani Phone, which, as its name suggests, was developed in partnership with Armani.  In order to improve its branding as not just an electronic device but a fashion item, and appeal to its customer base more effectively, we suggested that it be featured in a fashion show. 

I believe that the mobile phone designers should focus on a phone's potential effect on human culture and behavior, instead of mere hardware or software.  While many companies focused on how to cram more functions into an MP3 player, Apple's iPod dominated the world market by removing superfluous functions and providing easy access to music downloads.  This is an example that shows how integrating science, technology, and culture can have great effects on society.