Over a year, more than 100 smartphones were released in the market, but the mid-tier smartphones never communicated enough to the consumers due to the lack of marketing budget and plan. With similar designs and features, mid-tier smartphones only have value-for-money benefits, thus the main consumers were teenagers who can’t afford higher priced flagship models. Korean smartphone market is well known for the most fierce smartphone market and the client's brand is the second most selling smartphone maker.

We undertook the research to find out the actual usage of folio type cover, and it showed that folio cover appealed more to the older consumers who use mostly flagship smartphones. Mid-tier phones were mostly sold to younger age group, whose main usage is texting. For them, folio cover was considered elderly and boring. Therefore, we decided to scratch out the initial guideline and design a new product with hard type PVC cover for the first in the smartphone business.