Mobile Phones Developer

Mobile Phones New Product Development Simulation

Today’s mobile phone markets are dynamic and fast moving. Technology advances constantly - this year’s hot product is next year’s standard, this year’s leader is often next year ́s follower. Constant innovation is an essential feature of these markets for successful companies.

“We eat our own children, and we do it faster and faster ... That's how we keep our lead. You need to design for immediate obsolescence”    Andy Grove, Intel Corp

This innovative simulation features a number of key marketing concepts, including targeted market segmentation, phases in new product design, development and introduction, time to market, rapid product life cycles, designing for obsolescence in high technology markets, understanding cannibalization, planning for profitable market development and many more issues.

Our simulated mobile phone market consist of 3 major groupings of consumers, each having a finite number of members, and having a finite limit on the amount of money they are prepared to spend on mobile phones. You will need to understand the dynamics of these consumer groups, what their preferences are, and what they are looking for as they plan to buy one or more mobile phones. How do you capture as much of the available spend as possible, while still making a profit? Understanding the preferences of these groups and the universal parameters will help you design products to meet their needs. The better you do this the higher your market penetration and market share will be.

As new technology features become available for inclusion in new phones, so discerning phone buyers in the early adoption segment will migrate their preferences towards these. They will tend to abandon previous preferences, and later stage adopters will see these early phones as more acceptable options. Additionally, there will be a downwards price drift as a consequence of this migration process. Previously high priced, premium standard phones become more mainstream and can be offered at lower prices in the market.

Learning points in this simulation

This simulation helps you, your students or manager learners understand how business operates in the real world. Some of the issues you will cover are:

  • Managing a high quality new product development team, achieving high performance standards and outstanding financial results
  • Understanding product attributes, designing and matching to targeted customer segments.
  • Finance – Corporate Finance, Debt and Equity Financing, Credit Quality and Rating, Coverage Ratios, Corporate Valuations, EPS and PE values, Cost of Capital, WACC, Economic Value, NPV, Shareholder Value and Value Added concepts.
  • Economics – Dynamic Supply and Demand, Cost ratios and cost curves, Economies of Scale and Scope, MEPS, Experience and Cost curves,
  • Accounting – Income Statements /P&L statements, Balance Sheets, Cash Flow Statements, Corporate Performance Ratios, Budgeting and Planning, ROI, ROS, ROCE, EBITDA and other profitability ratios.
  • Strategic Marketing – product launch / relaunch / withdrawal, marketing budgets, product portfolios and profitability, Product Life Cycles and impacts on firm profitability.
  • Team Building – working with other teams in this simulations builds understanding of team dynamics and collaboration, as well as self-knowledge and self-awareness

How is this simulation used ?

  • The mobile phone simulation is an ideal vehicle to build discussions and learning in basic to intermediate level marketing programs, in universities or in corporate learning environments.
  • Several universities have used this to illustrate the links between original design stage and a profitable product launch.
  • In Corporate Management Training programs – for product/design-based industries, where time to market, cannibalization and continuous new product launch cycles, and long-run return on development investment are key elements of the profit formula.
  • A fun, simulated learning environment, which builds excitement and competitive activity.

    In executive development programs, and in university classes:
  • In one- to five-day events which focus on marketing issues, focused on new product development and launch issues
  • To build confidence in marketing issues, Business Acumen programs, young manager / new hire event
  • For specific seminar-long classes in many subjects, dealing with all aspects of business, or a specialized subject program. A focus on New Product Development and Launch concepts will be key in getting the best out of this simulation
  • In competitive team-building events, such as a special prize event, a motivational tournament between different departments, offices or campuses. An unlimited number of participants are possible.


The Single Player version, where you can log on 24/7 from anywhere in the world, and compete against our pre-programmed virtual competitors. the Single User version is used for:

  • Personal, private study
  • Pre-course or post course assignments in business courses
  • Team based projects
  • Compete against our pre-programmed players

What's in our Single User Package:
  • 2 complete simulation runs, running to your schedule (subject to time limit)
  • Free User Guide for this simulation, with information on:
  • Complete Operating Instructions for this simulation
  • Financial and Business Glossary with common terms and definitions
  • Discussions about the economic, financial and marketing theories which are embedded in our simulation models

The MMultiPlayer version, where a number of teams or individuals compete in real time against each other, for a predefined period, with the event controlled by an instructor. Normally used for :

  • Management Training Seminars in companies
  • Individual Simulation-based lectures in colleges
  • Complete semester-long programs in colleges
  • Inter-office or inter-campus competitions and tournaments

What's in our Multiplayer Package:
  • MultiPlayer simulation access, with 5 to 50 user connections, and the ability to run a multi user/team simulation event using this model.
  • Access to our proprietary Learning Center system, including management features - start, run, stop the simulation event, review scores, view individual or team performances.
  • Free instructor briefing slides, including an introduction and sign-on instructions, theoretical concepts, operating instructions
  • Free User Guide for this simulation, with information on:
  • Complete Operating Instructions for this simulation
  • Financial and Business Glossary with common terms and definitions
  • Discussions about the economic, financial and marketing theories which are embedded in our simulation models

Click to go to InstructorZone


We are currently not able to provide individual users with access to our simulations, or deliver smaller scale simulation exercises for schools on an economic basis.

IndustryMaasters supplies corporations, large training companies and business schools across the world with world-beating business simulations to build leadership and management capabilities.