Keys To Success For New Mobile Devices, Dr. Phil Hendrix, immr, Sept. 2010
Tablets Market - Research presented at CTIA iPad and Tablets Conf. - Dr. Phil Hendrix immr 20101006
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Transcript of Tablets Market - Research presented at CTIA iPad and Tablets Conf. - Dr. Phil Hendrix immr 20101006
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
Dr. Phil Hendrix
If We Build it, Will They Come?Findings from TAUTTM
(Tablet Adoption and Usage Tracking)
October 6, 2010
Dr. Phil Hendrix, immr/GigaOm Pro
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
Dr. Phil Hendrix
Acknowledgements
Paradigm Samplev Innovative global sample company
v Specializing in mobile, hard-to-reach audiences
v Offer MobilePulseTM (real-time data collection capability)
v Sima Vasa, CEO/Steve Dodge, VP
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
Dr. Phil Hendrix
Agenda
v What Drives Adoption of New Mobile Devices?
v immr’s TAUTTM Research Program(Tablet Adoption and Usage Tracking)
v Selected Findings – TAUT Research Oct. 2010
v Implications for OEMs, Operators, Developers
v Forthcoming TAUT Research – Q4
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
Dr. Phil Hendrix
TAUT Research Programv Monthly Survey – Online (15 minutes)v Stratified Random Sample of Mobile Users (n=400)v Smart Phone and Feature Phone Users
TAUT MeasuresØ Device Profile Ø Device Usage Ø User Profile
TabletsØ Awareness Ø Exposure Ø Benefit Appeal
Ø Expected Uses Ø Purchase Intent Ø Time Frame
Ø Feature Preference Ø Brand Preference Ø Price Elasticity
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
Dr. Phil Hendrix
n Most Consumers Unfamiliar with TabletsAwareness of Tablets
Q: How familiar are you with Tablets? immr TAUT Survey | Oct. 2010
5%
19%
33%
36%
6%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Actually own a tablet
Very familiar
Somewhat familiar
Heard of, but know little about
Never heard of Tablets
75%
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
Dr. Phil Hendrix
n Over Half Interested in Purchasing a TabletInterest in Purchasing a Tablet
Q: Overall, how interested are you in purchasing a Tablet for yourself? For your Spouse? For your child(ren)? immr TAUT Survey | Oct. 2010
10%
18%
26%
10%
14%
22%
0% 10% 20% 30% 40% 50% 60%
Purchase Tablet for child
Purchase Tablet for spouse
Purchase Tablet for yourself
Very Interested
Somewhat Interested
48%}
32%}
20%}
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
Dr. Phil Hendrix
n Tablet Benefits Have Wide AppealAppeal of Tablet Benefits
Q: Compared to mobile phones and laptop PCs, Tablets offer a number of potential benefits. Rate the appeal to you personally of each benefit using a 1-5 scale ("Not Very Appealing" to "Very Appealing")
immr TAUT Survey | Oct. 2010
25
25
32
35
41
45
46
44
55
21
26
30
29
28
26
27
31
24
0 10 20 30 40 50 60 70 80 90
Access to Apps in App Stores
One-hand operation
Can be placed in tight spaces
Can be held without getting tired
Fits into backpack, briefcase or purse
Battery life - 6-10 hrs continuous usage
Instant-On - no "booting up"
Screen size >> viewing websites, books
Durability - scratch-resistant screen
Very Appealing
Somewhat
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
Dr. Phil Hendrix
n Top Anticipated Uses of TabletsPercentage Rating Activity as “1 of top 5” Tablet Uses
Q: Think about the places, times and situations in which you might use a Tablet. From the list below, select and rank order the top 5 activities for which you would be most likely to use the Tablet.
immr TAUT Survey | Oct. 2010
29%
38%
42%
42%
46%
47%
48%
52%
56%
63%
70%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Play music
Play games
Check bank, credit card, other financial account
Read e-books
Read news stories
Visit other websites on the Internet
Look up directions or a map
Search on Search Engine
Look up information (movie times, weather, etc.)
E-mail (check, read and send)
Access social networking sites
Note: Slide updated 10/7/2010
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
Dr. Phil Hendrix
n Price Thresholds for TabletsPrices Consumers Expect, Willing to Pay for Tablets
Q: At what price would you consider a Tablet ... a) to be so inexpensive that you would question its quality and believability? b) to be such a good value that you would definitely buy it? c) start getting expensive, but would still be worth considering? d) so expensive that you would NOT even consider buying it?.
immr TAUT Survey Oct. 2010
p
p
p
p$100 $200 $300 $400 $500 $600 $700 $800 $900
$100 $200 $300 $400 $500 $600 $700 $800 $900
So Inexpensive Would Question Quality
Such a Good Value Would Definitely Buy
Starting to Get Expensive, but Would Still Consider
So Expensive Would Not Even Consider
$131
$200
$344
$498
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
Dr. Phil Hendrix
n Preferred Brands for TabletsRate Brands for Tablets
68111214151616
192020
293739
4369
3027
1818
3532
2034
1943
4041
3430
2813
0 10 20 30 40 50 60 70 80 90
Sony EriccsonNokia
LenovoASUS
MotorolaToshiba
AcerRIM Blackberry
HTCLG
SamsungSony
HPMicrosoft
DellApple
Ideal
Close to Ideal
Q: Suppose you were shopping for a Tablet. Of the brands listed below, identify your ideal brand(s) for a Tablet -the one(s) you most prefer; other brands that are close to your ideal, but not quite as preferred.
immr TAUT Survey | Oct. 2010
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
Dr. Phil Hendrix
Other Findingsv Consumers’ Preferences for Tablet Form Factors,
Features and Connectivity (3G vs. Wi-Fi)
v Propensity to Purchase with/without MNO Contract
v Operating System (OS) Preferences
v Where Consumers Are Apt to Buy
v Time Frame for Purchasing
v Market Opportunities Û Features x Price x Brand
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
Dr. Phil Hendrix
n Features Examined in TAUT Choice Modeling
Feature Feature Levels1Keyboard On-screen keyboard Physical keyboard
2Screen Size 5" 7" 10"
3Screen Type Capacitive Resistive
4Screen Resolution 800 x 480 1024 x 768 1280 x 720
5CPU (speed) 600MHz 1Ghz 1.66Ghz
6RAM (MB) 256MB 512MB 1GB
7Storage Type Hard Disk Drive Flash
8Storage Size 2GB 4GB 16GB 32GB
9MicroSD Slot - Capacity None 4GB 16GB 32GB
10USB Slots None One
10Connectivity Wi-fi 3G + Wi-fi
11Webcam (megapixel) None 1.3Mp
12Camera (for photos) None 3.2Mp 5.0Mp 8.0Mp
13GPS Not included Included Yes
14Adobe Flash Support Not included Included
15Battery Life (hrs. - video playback) 4 hrs. 6 hrs. 8 hrs. 10 hrs.
16Can be used as a Phone Not available Phone ready
17USB Slots None One © immr TAUT Survey | Oct. 2010
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
Dr. Phil Hendrix
n Illustrative Tablet Offers ExaminedTablet Study - Illustrative Choice Set – M of M
Features Model1Connectivity Wi-fi2Brand/Operatingn System HP/ webOS3Keyboard Physical4CPU (speed) 1Ghz5RAM (MB) 512MB6Storage Type HDD7Storage Size 4GB8MicroSD Slot - Capacity 4GB9Screen Size 10"
10Screen Type Capacitive11Screen Resolution 1024 x 76812Webcam None13Camera (for photos) None14GPS Yes15Adobe Flash Support No16Battery Life 6 hrs.17Can Be Used as a Phone No18USB Slots One19Price (without contract) $47520Price (with contract) $150
Tablet Study - Illustrative Choice Set - 1 of MFeatures Model
1Connectivity 3G + Wi-fi2Brand/Operatingn System Samsung/Android3Keyboard Virtual On-screen4CPU (speed) 1.66Ghz5RAM 1GB6Storage Type Flash7Storage Size 4GB8MicroSD Slot - Capacity 2GB9Screen Size 7"
10Screen Type Capacitive11Screen Resolution 1280 x 72012Webcam Yes13Camera (for photos) None14GPS No15Adobe Flash Support No16Battery Life 6 hrs.17Can Be Used as a Phone No18USB Slots One19Price (without contract) $47520Price (with contract) $150
Likelihood of Purchasing:1Definitely Would Not ¡2Highly Unlikely ¡3Probably Would Not ¡450/50 ¡5Probably Would ¡6Highly Likely ¡7Definitly Would ¡
© immr TAUT Survey | Oct. 2010
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
Dr. Phil Hendrix
Thank You!
For More Information
Dr. Phil [email protected]: phil_hendrixSlideshare: pehendrix+1 (770) 612-1488
5 Permission granted to cite, copy and distribute with attribution
About immrSweet Spot New-to-Market (NTM)
Products, Services and Business Models
� We help companies understand and capitalize on the crucial, vexing question –“how can we identify, anticipate, and predict what customers will value and buy?” even when they have yet to experience it.
Focus ICT (Information, Communications, and Technology); Healthcare and Insurance
� We work primarily with companies leveraging new technologies and business models and can (usually) translate products described in arcane, technical terms and jargon into realistic concepts.
Markets Consumer and B2B � We conduct research in consumer as well as B2B markets.
Experience Our Clients � We work with both market leaders and emerging companies, typically on an on-going basis. This allows us to understand their business and contribute more fully.
Issues We Address � While our focus is on innovation and marketing, we often address closely related issues (e.g., segmentation, positioning/branding, customer retention, etc.)
Project Scope � Our projects vary in scope from small, exploratory research to large, multiple-phase projects that combine qualitative, quantitative, and market trials.
Methodologies Qualitative � Although qualitative research is by nature subjective, clients find our approach, style, and results highly effective. While we do traditional focus grous (typciallymini-groups), in most of our projects we conduct highly revealing, in-depth, individual (IDI) interviews.
Quantitative � We employ a combination of rigorous quantitative research tools developed for and uniquely well-suited to new-to-market and new-to-customer products, services, and business models
Delivery Collaborative, client-focused
� We work closely with clients to (i) leverage their capabilities, (ii) adapt as new learning, issues, and imperatives emerge; and (iii) help them succeed.
Value-add Perspectives, Insights, and Recommendations
� As researchers with a “consultant’s perspective,” we believe that understanding and anticipating prospective buyers’ behavior are key to successful innovation. In addition to the research findings, we add significant value by contributing insights, ideas, and recommendations and facilitating dialogue with client teams.
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Dr. Phil Hendrix – Bio
Dr. Phil HendrixDirector, immrwww.immr.org+1 (770) [email protected]
Dr. Phil Hendrix is the founder and director of immr, a research and consulting firm focused on “very new” product and market opportunities, and an analyst with GigaOm Pro. He specializes in helping organizations identify, verify, and capitalize on opportunities for products that are new-to-customers and very often new-to-market. Dr. Hendrix has developed perspectives and research-based tools to uncover customers’ unmet needs, reveal hurdles slowing adoption, trigger interest and accelerate purchase, and determine features and pricing to maximize market penetration. He has extensive experience adapting and applying research approaches, both qualitative and quantitative, to amplify weak market signals and help clients innovate successfully.
Phil has led significant engagements with numerous startups (such as Company.com) and multiple business units of Fortune 100 clients in telecommunications (AT&T, Verizon, Sprint, Sony Ericsson, and others), financial services (American Express), transportation (UPS), insurance (Allstate, United Healthcare), healthcare (Meridian Health, US Oncology), and others. He has worked closely with senior management and client project teams on issues ranging from “traditional marketing” (segmentation, positioning, branding) to innovation, user experience, and customer retention. Over the course of his career, Phil has helped clients conceive and successfully launch dozens of new products, businesses, and brands. He has extensive experience in B2C and B2B (SMB) markets. He is also a frequent speaker at industry and academic conferences.
Phil brings a unique combination of academic rigor, strategic perspective, and hands-on experience to his work. Before founding immr, Phil was a partner with DiamondCluster (strategy and technology consultancy), founder and head of IMS (Integrated Measurement Systems), and a principal with Mercer Management Consulting. He has held faculty and research positions at Emory University and the University of Michigan, where he taught courses in research design and analysis, buyer behavior, and marketing strategy, and the Survey Research Center at U. of Michigan. After receiving his PhD in marketing from the University of Michigan, Dr. Hendrix completed post-doctoral studies in applied statistics and mathematical psychology.
Overview and excerpts from Phil’s recent publications are available at Slideshare (www.slideshare/pehendrix), with additional information available at www.immr.org and GigaOm Pro.
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Experience
Selected Clients with Whom We’ve Worked
Products, Services and Issues Examined
General Network/Operators Devices/OEMs Services/Apps
§ Market Segmentation§ Market sizing§ Competitive Positioning§ Branding§ Product configuration
§ Bundling§ Plans and pricing§ Wi-fi/Hot spots§ Customer Service/
Self-Service§ Customer Retention§ Web Interface
(functionality/usability)
§ Smart phones§ MIDs (Mobile Internet
Devices)§ Channel strategy§ Promotional strategy
§ Innovation and new product development
§ Mobile Apps (wide range)§ MVoIP (Mobile VoIP)§ Location-based Services§ Unified Messaging§ Speech Recognition
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Recent PublicationsExcerpts available at www.slideshare.net/pehendrix Copies available at http://pro.gigaom.com/
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Participation in Recent and Upcoming ConferencesWorkshop – Monetization Models for Location, Augmented Reality and Context Servicesa
April 28, 2010 – San Francisco
Apps vs. Web: The Fight For The Futurea
Sept. 30, 2010 – San Francisco
Dealing With The Data Tsunami: The Big Data PanelaJune 23–24, 2010 – San Francisco
If we build it, will they come? Consumer Demand and Preferences for Tablets in the iPad Erac
Oct. 5, 2010 – San Francisco
The Futures of Location-based Servicesa
The Future of Geo-loco Investmenta
July 21, 2010 – San Francisco
WCA Presents: What’s Hot about LBS?a
Oct. 8, 2010 – San Francisco
Build Sustainable LBS Business Models for 2011 and Beyonda
Sept. 14 – 15, 2010 – San Jose
Local at the Bleeding Edge + Making Money with Location-Based Servicesa,b
Nov. 3, 2010 – New York
Trends and Numbers - Where is It All Goingb
Sept. 29-30, 2010 – New York
Wireless Technology Forum –Visions for 2011b
Nov. 18, 2010 - Atlanta
aModerated session/panel bParticipating on Panel cPresenting