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Instituto Politecnico Nacional T E S INSTITUTO POLITECNICO NACIONAL ESCUELA SUPERIOR DE INGENIERÍA MECÁNICA Y ELÉCTRICA Unidad Profesional “ADOLFO LÓPEZ MATEOS” SECCIÓN DE ESTUDIOS DE POSGRADO E INVESTIGACIÓN PROGRAMA DE POSGRADO EN INGENIERÍA DE SISTEMAS Maestría en Ciencias en Ingeniería de Sistemas. DISEÑO INTEGRAL DE UNA INTERFAZ APLICADA A UNA ESTRATEGIA COMERCIAL DE VENTA DE COMPUTADORAS PORTÁTILES. T E S I S QUE PARA OBTENER EL GRADO DE: MAESTRO EN CIENCIAS EN INGENIERÍA DE SISTEMAS P R E S E N T A: ARACELI VÁZQUEZ ALMERAYA DIRECTOR DE TESIS: M. en C. ERNESTO MERCADO RAMÍREZ MEXICO, D.F. NOVIEMBRE 2010 1 2 3 TESIS: DISEÑO INTEGRAL DE UNA INTERFAZ APLICADA A UNA ESTRATEGIA COMERCIAL DE VENTA DE COMPUTADORAS PORTÁTILES. RESUMEN El corporativo de Hp en México trabaja con diferentes empresas llamadas contractors para la subcontratación de personal o servicios. El departamento de Ventas de equipo de computo (laptops) de esta empresa año con año realiza estrategias comerciales llamadas activaciones en el punto de venta pero para este año necesita encontrar una estrategia de venta poco común y siendo marca líder en el mercado tiene que ser innovadora, creativa y debe desarrollar una estrategia que consista en presentar diferentes dinámicas en las cadenas de retail donde se comercializan los equipos de computo portátiles (laptops) donde el posible cliente pueda interactuar con los equipos y al mismo tiempo se divierta conociéndolos. Para poder resolver este problema surgió la idea de crear un “algo”, llamase accesorio novedoso, creativo y que llamara mucho la atención y por tanto tenía que ser muy genérico para dirigirse a individuos de todas las edades que solo cubrieran dos requisitos que les gustaran los videojuegos y las computadoras. Aquí se encuentra la participación de la presente tesis: Desarrollar el dispositivo que es una interfaz electrónica que se adapta a una laptop para jugar en una aplicación de música. Se creó bajo un enfoque sistémico identificando todos los elementos con los cuales podía y debía relacionarse para poder ofrecerle a HP lo que necesitaba: “Una activación en el piso de venta” Se espera que la presente investigación con el desarrollo de este dispositivo contribuya a realizar la activación que impulsará las ventas de computadoras portátiles esta temporada Decembrina. 4 INTEGRAL DESIGN INTERFACE APPLIED TO A COMMERCIAL STRATEGY OF SALE OF PORTABLE COMPUTERS. ABSTRACT The Hp's corporate one at Mexico is employed with different companies so called contractors for the subcontracting of personnel or services. The sales department of equipment of calculation (laptops) of this company year with year realizes commercial strategies called activations in the point of sale but for this year it needs to find a strategy of slightly common sale and being a leading brand on the market it has to be innovative, creative and must develop a strategy that consists of presenting different dynamics in the chains of retail where there are commercialized the portable equipments of calculation (laptops) where the possible client could interact with the equipments and at the same time it amuses itself knowing them. To be able to solve this problem there arose the idea of creating "something", it was calling new, creative accessory and that was calling very much the attention and therefore it had to be very generic to go to individuals of all the ages who alone were covering two requirements that they liked the video games and the computers. Here one finds the participation of the present thesis: To develop the device that is an electronic interface that one adapts to a laptop to play in an application of music. It was created under a systemic approach identifying all the elements with which it could and had to be related to be able to offer him HP what he needed: " An activation in the floor of sale " It hopes that the present investigation with the development of this device helps to realize the activation that will stimulate the sales of portable computers this Holidays. 5 ÍNDICE Portada. 1 Carta de Revisión de Tesis Sip 14 2 Carta de Cesión de Derechos. 3 Resumen. 4 Abstract. 5 Índice general. 6 Índice de figuras. 8 Índice de tablas. 9 Introducción. 10 Presentación del proyecto de tesis. 11 Marco Metodológico para el desarrollo de la tesis. 13 Presentación del documento de tesis. 16 Objetivos de proyecto de tesis. 17 Objetivo general. 17 Objetivos específicos. 17 Capitulo 1.- Fundamentos y contexto de la investigación. Marco conceptual y Marco contextual. 18 1.1 Antecedentes y contexto en el cual se desarrolla la tesis. 18 1.1.1 Número de PC´s en hogares por país. 19 1.1.2 Mercado de los Videojuegos. 29 1.1.3 Hábitos y costumbres de la población mexicana en la 30 industria de los videojuegos. 1.2 Modelo Cibernético. 33 1.3 Pirámide Conceptual. 41 1.3.1 Breve descripción de los conceptos empleados en la tesis. 42 1.4 Pensamiento sistémico. 45 1.5 Importancia social en la creación de la interfaz. 48 1.6 Justificación del proyecto de tesis. 50 1.7 FOODAF (fortalezas, oportunidades, objetivos, amenazas y 51 focalización). Capitulo 2.-Marco teórico y Metodológico. 2.1 Marco Teórico. 53 2.2 Diseño de experimentos. 57 2.2.1 ¿Qué es la Interfaz Hp Contest? 57 2.3 Hipótesis 58 2.4 Conocimiento del Medio Ambiente Global. 59 2.5 Conocimiento del Medio Ambiente particular donde se 60 implementará la interfaz. 6 2.6 Software Hp Contest como plataforma de juego. 61 Capitulo 3.- Aplicación del método. 3.1 ¿Qué papel desempeña un teclado en el desarrollo de la 62 interfaz? 3.2 Etapas en las que se encuentra dividida la interfaz. 63 3.3 Construcción de la Interfaz. 66 3.4 ¿Por qué desarrollar la interfaz para una laptop? 68 3.5 Diseño y Presentación de la interfaz. 69 3.6 Comercialización, canales de distribución y promoción. 70 3.7 Estudio de Caso 71 Glosario de términos y definiciones. 74 CONCLUSIONES 75 BIBLIOGRAFÍA 78 REFERENCIAS DE LA WEB 79 ANEXOS: 1) Historia de Hewlett Packard 80 2) Computadoras y Videojuegos 82 3) “Hogares con equipamiento de tecnología de 86 información y comunicaciones por tipo de equipo, 2006 a 2009.” 7 INDICE DE FIGURAS PAGINA Capitulo 1.- Fundamentos y contexto de la investigación. Figura 1.1 Porcentaje de computadoras en los hogares 20 mexicanos. Figura 1.2 Porcentaje de mujeres / hombres con computadora 21 en México. Figura 1.3 Porcentaje de edades de los usuarios con uso de 22 computadora. Figura 1.4 Porcentajes de la edad de los usuarios en internet. 23 Figura 1.5 Porcentajes de la edad de los usuarios en internet. 23 Figura 1.6 Perfil de internautas que usan juegos on line. 24 Figura 1.7 Nivel de escolaridad de los internautas. 25 Figura 1.8 Lugar en donde los usuarios hacen uso de una 26 computadora. Figura 1.9 Uso que se le da a la computadora y al internet. 27 Figura 1.10 ¿Para que usa la población la computadora? 28 Figura 1.11 Segmento de Ejecución 34 Figura 1.12 Segmento de Control 34 Figura 1.13 Segmento de Planeación 35 Figura 1.14 Segmento de Normalización 36 Figura 1.15 Segmento de Coordinación 37 Figura 1.16 Segmento de Dirección 38 Figura 1.17 Pirámide Conceptual. Autor: Araceli Vázquez 41 Figura 1.18 Análisis FOODAF 51 8 INDICE DE TABLAS PAGINA Tabla 1 Marco Metodológico. 15 Capitulo 1.- Fundamentos y contexto de la investigación. Tabla 1.1 Número de PC´s en hogares por países. 19 Tabla1.2 Estadísticas de la población mexicana que cuenta 21 con una computadora personal. Tabla 1.3 Mercado de los Videojuegos. 29 Tabla 1.4 Hábitos y Costumbres de la población en la industria 30 de los videojuegos. Tabla 1.5 Cuanto gastan los mexicanos en videojuegos. 31 Tabla 1.6 Popularidad de las consolas en los usuarios 32 mexicanos. Tabla 1.7 Metodología de Configuración para la aplicación 40 del Modelo Cibernético. Tabla 1.8 Características de un mecanismo Homeostático 47 9 INTRODUCCION Evolución, tecnología, eficiencia, información. Son conceptos que parecieran estar de moda pero se han convertido en una necesidad urgente más que en un mero artilugio pasajero cuando hablamos de tecnologías de información relacionadas a cómputo, ya que como seres sociales que somos tenemos la necesidad de comunicarnos y relacionarnos haciendo uso de lo que la tecnología va ofreciéndonos . Hoy en día es imprescindible para ser competentes en casi cualquier mercado, área laboral y hasta en nuestra vida social, tener y saber utilizar un equipo de cómputo, ya que se ha convertido en un acelerador de respuestas, una de las formas más eficientes de comunicación legalmente reconocida, el más preciado archivo de experiencias fotográficas ó de video. Un compañero excepcional para el entretenimiento y más, un compañero que día a día encuentra más formas de facilitarnos la vida. De forma sorprendente hemos visto crecer en un 50% los usuarios de computadoras en los últimos 4 años, pasando de 4, 700,000 a 7, 100,000 hogares con computadora, dándonos este último número el 25% de la población mexicana. Sin embargo, este crecimiento y porcentaje de penetración son muy lejanos a países desarrollados como Estados Unidos, donde la penetración de usuarios de equipo de cómputo rebasa el 80% y más del 50% de los hogares que hacen uso del mismo hoy en día se encuentran comprando su tercera computadora ó en proceso de actualización por nueva tecnología, haciéndolos por mucho uno de los países más eficientes y con las mejores herramientas para dar respuestas efectivas y expeditas a cualquier necesidad actual en cualquier ámbito relacionado No obstante a nuestra comparativamente reducida penetración al mundo de la informática, el crecimiento en la venta de consolas de videojuegos ó acceso a la tecnología celular es hasta 3 veces mayor.
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