Four Pleasure Analysis

Mike is a 33 year old Civil Engineer living in Singapore.

Mike has a passion for photography since his high school days.
Being a Civil Engineer working for SBS trains, the opportunity to practice photography has become part of his job.

Due to the late night shifts, Mike gets certain days off. With his free time, Mike goes for short trips as he loves to travel and take pictures. He loves the nature and prefers taking landscape shots. Mike is middle built with tan complexion.

Ever since he got engaged, he became more health or rather shape conscious. Thus, Mike goes for occasional runs or jogs when he has the time to prevent an unsightly tummy especially for his wedding shots.

Mike’s social circle involves working professional with almost half in Engineering fields and the other half in varied occupations such as Army officers, executives in public sector and a few entrepreneurs. Mike enjoys social hang outs especially during weekends but has since cut down when he got attached.

Four pleasure analysis of Mike;

Physio- pleasure: Maintaining a healthy built without a tummy and a slight tan

Socio- pleasure: Maintaining social contact with his friends while improving the relationship with his fiancee. Needs recognition or a sense of belonging among friends.

Psycho- pleasure: Sense of achievement from mastering certain gadgets, application and technique especially those in photography. Not trend setting but must be acceptably sleek, stylish, quality and/or practical. Self confidence from protraying a good image such as being sleek, neat and clean.

Ideo- pleasure: Believes in himself and being down to earth. Being filial to his parents.

Specifications of product;

Practical
- Bluetooth (easy connectivity)
- Wlan (easy connectivity)
- removable memory card preferably 2 Gb
- organiser (to organise his schedule)
- e-mail and internet accessibility (to check his mails)

Affective
- large screen (necessary especially for taking photos)
- 3.2 megapixel camera (his interest in photography and a certain quality)
- Carl Zeiss lens (his interest in photography and a certain quality)
- music player that can play MP3 and AAC formats (in his line, they prefer using Mac system)
- sleek but not loud
- weight around 160g (too light in weight feels filmsy for Mike who's used to rather solid cameras)

Mike already has a mobile phone and it's common for people in his social circle to own at least 2 phones. He needs one that is stylish and potrays himself.
Suggested phone in my opinion.

Image taken from www.nokia.com.sg

This phone is sleek and stylish and would be somthing different from what Mike already have.

The ability to twist the screen allows for easy photo taking and the slide show function allows him and his friends to view his photos easily.

Carl Zeiss lens is what attracted Mike at first since it's the first time the lens was incorporated into a mobile phone in Singapore market.

Being into photography, Mike have long wanted to try a little video taking as well. However, perhaps the back of the phone could be leather to have an extra touch. The price range is comfortable for Mike as well.