- Jamie loves the outdoors. He likes to go cable-skiing with his friends on some weekends. He managed to persuade them to wakeboarding at Punggol once before. – Appreciation pleasure
- He used to play soccer for his secondary school and junior college.
- He doesn’t mind working a sweat on his treadmill in his room at home – Appreciation pleasure
- But no matter what he does each day, he never forgets to do at least 50 push-ups before going to bed each night – Need pleasure
Socio-pleasure
- Jamie has a group of closely bonded friends with whom he hangs out with regularly – Need pleasure
- He is able to work them (clients or colleagues) to a comfortable level before discussing whatever needs to be settled
- They all also have relatively well-paying jobs now, except for Joe, who resigned from his most recent job as an engineer at a local software company after some complications arose that might implicate his career. Jamie finds no qualms in helping Joe through this rough patch, supporting him both financially (if Joe ever needs) and morally.
Psycho-pleasure
- After work and in his free time, Jamie likes to head down to pubs and chill with his friends or colleagues. – Appreciation pleasure
- He especially likes the pubs that have live jazz bands. – Appreciation pleasure
- His music preference also stretch to lounge and a bit of bossanova. He is beginning to listen to Oliva Ong more these days. – Appreciation pleasure
- Other than music, Jamie also rears bettas, Japanese fighting fish. He buys them from a local breeder and takes very good care of them. His bettas are all produced by selective breeding. Before he goes to work and when he comes home each day, he loves to look at the brilliant colours of the fishes' fins.
- He tries to have a short weekend getaway to Bintan with his friends to sip cocktails and just soak in the sun – Appreciation pleasure
Ideo-pleasure
- Despite his busy schedule, Jamie tries to go home at least 2 - 3 times a week in order that he'll be able to eat dinner with his parents. His only sibling, a brother, is 10 years younger than him and is currently serving his National Service. Therefore his parents are often alone in their Bukit Timah bungalow along Sixth Avenue. He tries to spend more time with them.
- When playing with stocks, Jamie does not like to take too much of a risk and always plays safe. – Need pleasure
In summary:
I propose that Jamie would use a handphone that is very functional i.e. behavioural, yet it has to be reflective as well. Upon first look, it might appear cool and does not seem have too many features to it – just like its owner. However, interacting more with the product will lead the user on a journey of wild discovery of dynamism and practicality.
This mobile phone will have depth in its reflections of its user. We might say that Jamie is in fast lane, with his highly competitive work environment in an advertising firm and his elite family background with his equally-elite friends. This phone will have to reflect the “aristocracy” of his lifestyle and job and how he handles both.
In terms of functionality, Jamie requires a handphone that allow him to stay connected no matter where he is – in East Coast cable-skiing or suntanning in Bintan. As the advertising industry is very demanding, Jamie needs a device that will allow him to respond to clients’ whims and fancies at any time possible. He requires work-on-the-go capabilities.
As he also has a band of friends whom he loves to hang out and chill with, Jamie does not lack in the social aspect of his life. Therefore, a phone that allows him to take good quality photographs will create avenues of capturing enjoyable moments with his friends. Jamie also loves music, so a phone with an MP3 player feature installed will be ideal.
With that, I introduce the closest phone to ideal for Jamie:
Samsung G800
There are some basic specifications that this phone and all other phones have in common so i shall not include them here. However, I will pick some specifications out to elaborate on them:
3G network: HSDPA 2100
Size: 101 x 51.1 x 18.8 mm
Weight: 134 g
Display type: 256K colors
Display size: 240 x 320 pixels, 2.4 inches
Ringtones: Polyphonic (64 channels), MP3 - customisable as well.
Phonebook memory: 1000 entries
Memory (Card slot): microSD (TransFlash), 160 MB internal memory
GPRS: Class 10 (4+1/3+2 slots), 32 - 48 kbps
Bluetooth: Yes
USB: Yes
Messaging: SMS, MMS, Email
Browser: WAP 2.0/xHTML, HTML, RSS reader
Camera: 5 MP, 2560х1920 pixels, autofocus, video, xenon flash, 3x optical zoom
- Java MIDP 2.0
- MP3/AAC/AAC+/e-AAC+/WMA player
- Stereo FM radio
- Face Detection
- T9
- Bluetooth printing
- Document viewer (Word, Excel, Power Point, PDF)
- Built-in handsfree
- Voice memo
- TV out
Talktime: Up to 3h 20min
Fulfilling Jamie's Appreciation pleasure:
The Samsung G800 is 3G enabled and is relatively light for its features/components. The phone comes in Titan Grey and this colour exudes an air of masculinity and strength. It also expresses strength and coolness.
The phone also has an music player and this delivers music right to his doorstep at the most convenient time and method, thus appeasing his love for music.
Having a 5 Mega Pixels camera in the phone also brings to mind the appreciation Jamie would have for a device to capture his fun with his friends when he goes out.
Fulfilling Jamie's Need pleasure:
The amount of memory space (it is possible to buy extra memory too) will also provide space for Jamie to store all his information and data.
The phone has document viewer features too and this allows Jamie to work on-the-go. The WAP-enabling allows him to check his email whenever, wherever. The battery life also enables talk time to go up to 3 odd hours. This definitely serves him right in his job where he has to continually link up with clients and deal with their satisfaction.
Additionally, the phonebook allows up to 1000 entries. This will surely aid in Jamie's vast social networking and contacts he'll have to keep of clients, friends and acquaintances who might come in handy one day.
Basically, this phone is not what you see is what you get. One glance and it doesn't show much. But it arouses your curiousity. Then upon interaction, you're addicted. Much like the owner.
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