As the rapid development of technology in recent years, the electronic consumer market is more and more complicated. A new product or model not only represents a renewed or improved design but also symbolizes a change in consumers’ preference structure. Traditionally, Quality Function Deployment (QFD) uses data about importance and customer’s satisfaction with different requirements to identify the attributes that should be incorporated or improved in a product. As customers tend to rate basic requirements with high importance, the traditional QFD method tends to give higher priority to these requirements to the detriment of innovative ones. The Kano Model allows the identification of exciting requirements, usually associated with innovations. Then, the integration of the Kano Model in the QFD can allow innovative requirements to receive the necessary attention in the product’s development process.
It has been indicated that the growth and competition of smart phone market is increased rapidly, smart phone has become one of the most desired electronics for consumers. Our research would like to know what services or functions of smart phone are necessary for consumers. Integrating the Kano Model and QFD for designing a new model of smart phone, and following issues will be addressed in our research:
1. Understand the importance of each quality dimension of smart phone from the views of consumers.
2. The competition analysis between ASUS, HTC, and Gigabyte in smart phone market.
3. Categorize each quality dimension of smart phone into Kano Model.
4. Applying QFD to collect voice of customer (VOC), and to examine the existing product design and recommend the new product development.

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