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Suomalainen kansanlaulu.

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Äänitetty: [25.8.1927, New York].

Apple, Nokia and RIM – Rivalry and Co-operation between Three Mobile Phone Corporations

The purpose of this paper is to gather enough evidence to speculate the future of Nokia, Rim and Apple. The thesis goes over the history, current events and business model of each company. This paper includes differences between the companies and co-operation and rivalry, such as patent infringement cases. The study is limited to smartphones and their future. The result of this study is that Apple will continue its steady increase in market share, while Nokia will first decrease and after the launch of the Windows Phone it will rise again. RIM‟s result has not been as good as in past years and it has lost market share. The decrease of share price may lead to acquisition by a company interested in RIM technology.

Bränditarinat yrityksen brändistrategiassa

Markkinoiden nopeat muutokset ja hektinen kilpailuympäristö aiheuttavat monia haasteita nykypäivän yrityksille. On keskityttävä asiakkaiden tarpeiden parempaan tunnistamiseen ja tämän pohjalta kilpailuedun luomiseen. Brändi on vahva ase, jolla yritykset pyrkivät erottautumaan muista kilpailijoista. Yritys ei voi rakentaa kunnioitettavaa brändiä yhdessä yössä, vaan se on pitkän aikavälin tuotos. Yhtenäisen brändin rakentaminen on haaste, jonka monet yritykset kohtaavat. Bränditarinat ovat uusi ja vähän tutkittuna ilmiönä, jonka pohjalta yritykset voivat rakentaa brändin, esimerkiksi tarinan ja sen henkilöiden ympärille, muodostaen kokonaisuuden, joka ilmenee kaikessa yrityksen markkinoinnissa ja viestinnässä. Näin ollen yritys pystyy luomaan itselleen erottuvan ja tunnistettavan imagon, johon kuluttajat haluavat samaistua. Tutkimuksen tarkoituksena on analyysin kautta hahmottaa ja kehittää case-yrityksen brändistrategiaa ja -tarinoita, jotta kuluttajille voidaan viestiä yhtenäinen ja selkeä kuva yrityksen brändistä. Tutkimuksen case-yrityksenä toimii Saimaan Juomatehdas.

Integrating user experience into early phases of software development

The value and benefits of user experience (UX) are widely recognized in the modern world and UX is seen as an integral part of many fields. This dissertation integrates UX and understanding end users with the early phases of software development. The concept of UX is still unclear, as witnessed by more than twenty-five definitions and ongoing argument about its different aspects and attributes. This missing consensus forms a problem in creating a link between UX and software development: How to take the UX of end users into account when it is unclear for software developers what UX stands for the end users. Furthermore, currently known methods to estimate, evaluate and analyse UX during software development are biased in favor of the phases where something concrete and tangible already exists. It would be beneficial to further elaborate on UX in the beginning phases of software development. Theoretical knowledge from the fields of UX and software development is presented and linked with surveyed and analysed UX attribute information from end users and UX professionals. Composing the surveys around the identified 21 UX attributes is described and the results are analysed in conjunction with end user demographics. Finally the utilization of the gained results is explained with a proof of concept utility, the Wizard of UX, which demonstrates how UX can be integrated into early phases of software development. The process of designing, prototyping and testing this utility is an integral part of this dissertation. The analyses show statistically significant dependencies between appreciation towards UX attributes and surveyed end user demographics. In addition, tests conducted by software developers and industrial UX designer both indicate the benefits and necessity of the prototyped Wizard of UX utility. According to the conducted tests, this utility meets the requirements set for it: It provides a way for software developers to raise their know-how of UX and a possibility to consider the UX of end users with statistical user profiles during the early phases of software development. This dissertation produces new and relevant information for the UX and software development communities by demonstrating that it is possible to integrate UX as a part of the early phases of software development.

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