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12.9

New goods and services keep cutrent customers coming back for more and draw new customers into the market. Broad product assortments also help to diversify the firm's portfolio, thus lowering its overali risk and enhancing its value. This activity is important becduse athough new to the world product carry significant risk. they heve vemendous potenfial because they offer something that nos never before been avaliable: In this example, a fictional computer accessories company called Eiectrocompt develops a new product to enhance users' experience with the Apple iPhone. The goal of this activity is to recognize which specific actions take place at each step of the new-product development process First, read about Electrocompr's plans to develop a new product to enhance individuals' experience with the Apple iPhone: Then, click and drag each action to the corresponding step in the product development process. With hundreds of milions of Apple iPhones sold to date. ElectroCompt was eager to create an innovative accessory that would appeal to iPhone users. A team of marketers and engineers created a list of potential products that could meet users' needs and introduce something unique to the marketplace. This team presented three ideas to a group of iphone enthusiasts at MorethanLikes, a social media firm whose employees rely on iphones to do their jobs. MoreThanLikes employees work on the go, snapping soclally relevant images and videos. accessing and updating their social media websites in real time while on the road. Because of this working Afestyie, it is essential that MoreThanLikes employees have tellable charging devices on hand at all times. Of the three product ideas that ElectroCompt presented, all voted most in fovor of the protective sleeve whith a battery-operated charger buit into it-but it needed to be slim, lightweight, and inexpensive. Electrocompt took this feedback and created an online questionnaire soliciting opinions about style, size, and price preferences for a recharger sleeve, they distributed this survey to a wider group of known iPhone users. The encouraging results of the survey ilned up with the opinions of the users at MoreThanl thes. This motivated Electrocompt to build two dozen streamilined; lightwelght; fow-cost. sleeves called "GoChargers," which they then asked the employees at MoreThanLikes to use for one week. They also pilot tested the product with a group local college students. Everyone loved the GoCharger. ElectroCompt took the feedoack from both group? of trial users and incorporated it into the next set of sleeves they produced. They then shipped the GoCharger to "olg box" stores acriss the country, where it sold well One year later. Electro Compt released a second version with a cooling system to orevent the battery from overheating Sales for the second version were even higher than those of the first. Drag each example to the corresponding siep in the new-product development process: Drag each example to the corresponding step in the new-product development process