Argus snapshots for d3

Brand can destroy or resurrect the experience

Tales from

RIM’s Uncanny Valley

© 2012 Argus Insights, Inc. Confidential: Do Not Distribute

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Experience Landscape

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TouchPad and iPad, summer of love and hate


Worst Launch and Best Recovery of 2011

Nokia vs. Apple


Nokia reenters the US market with two brand stories

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Beta Test CampaignAmazing Everyday Campaign

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News of data access bug did little to dampen campaign

• Though the response to the data services bug was significant, the impact was short lived

• Nokia’s response dampened concerns quickly

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Amazing Everyday Campaign

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“Beta Test” shows up four times (4X) more than “amazing everyday” in customer reviews for Lumia smartphones

7 Apr 2012 – “you will never feel having same phone everyday because it is amazing everyday”

Vs.

12 Apr 2012 – “ For people who wants to stick with iPhones and Androids - 'So long beta testers!’”18 Apr 2012 – “super smartphone does everything including RUNS MS Office! The beta test is over.”25 Apr 2012 – “Those new TV ads are right -- every other phone looks and feels like it was a beta test after you use one of these.”24 May 2012 – “Great speeds both on 4G and on my wireless. Glad the mobile phone beta test is over!”

Not only does the Beta Test campaign show up more but the impact is still resonating with consumers well after the launch


What about the launch? Turns out Siri was right!

• Analysis of verified customer responses shows Lumia 900 to be the highest rated Smartphone in North America

• Other Lumia launches did well but the 900 made both a bigger splash and has staying power

*Size of bubble is buzz volume, height of bubble is market delight


Lumia 900 launch bests every iPhone launch since 3G

• When compared to most all other iPhone launches, the Lumia 900 comes out on top• Delight is amplified when customer expectations are met or exceeded, meaning that the

brand story and product experience align• “Beta Test” not only drove increased awareness but set customer expectations perfectly for

product release*Size of bubble is buzz volume, height of bubble is market delight, as measured days from product release

Argus snapshots for d3

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