What is driving engagement ahead of Mobile World Congress 2015?
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Transcript of What is driving engagement ahead of Mobile World Congress 2015?
Mobile World Congress 2015
Page 2©
Argus Insights, Inc. Confidential: Do Not DistributePage 2© 2015 Argus Insights, Inc. Confidential: Do Not Distribute
Experience Analytics
Promise• Speed of Social Media Analytics• Similar Depth of Primary
Research• Lack of design bias• Shown to reflect purchase
behaviorChallenge• Does not fully replace primary
research
Quality market intelligence required to drive growth
Social Media Analytics
Promise• Rapid capture of consumer
sentiment• Viewed as unbiasedChallenge• Hard to pull wheat from chaff• Expensive to monitor and
respond• Difficult to find leverage points
Traditional Primary Research
Promise• Trusted Source of Consumer
Insights• Can be tailored to fit Challenge• Slow to deploy and analyze• Beset by design bias• Difficult to find leverage points
Page 3© 2015 Argus Insights, Inc. Confidential: Do Not Distribute Page 3© 2015 Argus Insights, Inc. Confidential: Do Not Distribute
(Really) Brief Intro to Argus Insights
COLLEC
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Argus Insights Beat Wall Street Estimates for Q2 2013 iPhone Sales
Copyright© 2013 Argus Insights, Inc.
Consensus
Morgan Stanley
Argus InsightsApple’s Actual Q2
• Mobile Phones• Home Automation• Consumer Electronics• Wearables• Appliances, Large and Small• Consumer Services• CPG and more!
Page 4© 2015 Argus Insights, Inc. Confidential: Do Not Distribute Page 4© 2015 Argus Insights, Inc. Confidential: Do Not Distribute
Does Listening to Consumers Actually Work?
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Chinese iPhone Consumer Buzz
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US, UK, CA iPhone Consumer Buzz
iPhone 4
iPhone 4S
iPhone 5
iPhone 5C
iPhone 5S
Apple Guides Towards Lower Revenue for Q1
Apple’s Q1 Breaks Sales Records
GloballyArgus Insights knew Q1 was going
to be huge
APPL jumps 14% within days
Page 5©
Argus Insights, Inc. Confidential: Do Not DistributePage 5© 2015 Argus Insights, Inc. Confidential: Do Not Distribute
Argus Insights Proprietary Metrics Are Proven Predictors of Consumer Demand
23-Feb-13 23-Mar-13 23-Apr-13 23-May-13 23-Jun-13 23-Jul-13 23-Aug-13 23-Sep-13 23-Oct-13 23-Nov-13
Mapping Handset Consumer Buzz Metrics to Actual Handset Sales
Actual Sales/Returns for Specific Handset
Predicted Sales Using Argus Metrics from 8 weeks prior
Eight Weeks PredictingAdjusted R2 = 87.8%p-value = 4.547E-22
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Social conversation is growing as MWC approaches
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People are talking about MWC Worldwide, with conversation concentrated in Europe & the US
Category Focus
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Not Surprisingly, Consumer Products Grab More Attention than Infrastructure
LG grabs attention with 4 new mid-range
handsets
LG’s new Urbane Watch driving most of the
Wearables Buzz
Automotive driving less attention
than at CES
Sony’s new Tablets Eclipse even Smartphones announcements
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5G and LTE drive most of Infrastructure Discussion, NFV ahead of SDN
Huawei’s Release of 4.5G Concept sparked attention
Partnership between Samsung and SK
Telecom also drove lift
Promotion of Huawei LTE Smartband launch
at MWC 2015
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Consumer Device Launches and “Leaks” Dominate MWC Social Media
Sony Tablet Leak drives juicy buzz
Gaming and IOT get lift ahead of MWC
LG and Huawei Wearable Launches
Global Brand Focus
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LG has the most mindshare ahead of MWC as people discuss the much anticipated stylish new smartwatch
Chatter about LG’s stylish G Watch Urbane
Lenovo announced the Vibe Shot, a camera focused smartphone
Anticipation of HTC’s upcoming One M9 and M9 Plus smartphones
ZTE saw two spikes due to bots retweeting their MWC Invitation video
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Brand Mentions Lenovo introduced a camera focused smartphone with powerful 16 megapixel camera with BSI sensor, LED flash triple tone and sensor image stabilization
HTC takes a play from Apple’s book as they plan to introduce the One M9 & larger M9 Plus
LG builds anticipation for stylish G Watch Urbane with teasers & launches 4 new lower end smartphones
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Smartphone Leaks and Launches Veer Away From Flagship Phones
LG’s Budget Phones Excite MWC watchers
Linux handsets being launched are getting
some attention
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Brocade is grabbing the most attention of Infrastructure Providers involved in SDN/NFV conversation as their tweets are vastly retweeted
Brocade grabs attention with their promotion of the NewIP & their cloud
securing Vyatta vRouter
Brocade is building MWC excitement with a #tbt to
their MWC 2014 conversation with Intel
HP is drumming up attention by initiating NFV conversation with
partners about MWC
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Demos and Partners Dominate NFV Discussions Ahead of MWC
Brocade has great amplification but little engagement with others
HP’s strong partner strategy apparent in high engagement
on MWC NFV demos
Mavenir and Nokia(thanks to Light Reading) have buzz
separate from partner networks
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Infrastructure Provider Mentions
Brocade played on nostalgia by posting at #tbt (Throwback Thursday) to last year’s MWC
Brocade is promoting the roles the IBM Cloud Orchestrator and Brocade Vyatta vRouter play in providing a better cloud environment.
HP & WindRiver discuss advancements in NFV to be extrapolated upon at MWC
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Huawei’s tease of a 4G enabled LTE smartwatch drove LTE conversation & talk of Nokia’s working 5G radio equipment generated buzz
Huawei’s tease of a 4G enabled LTE smartwatch drove LTE conversation
Talk of Ericsson’s working 5G radio equipment & Nokia’s focus on future 5G tech generated buzz
Samsung & SK Telecom will present advancements in 5G mobile
internet at MWC
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Tech Trends MentionsNokia’s MWC Press Release mentions a focus on the future 5G technologies for applications & LTE for machine-to-machine communications
Huawei teases the reveal of an LTE enabled smartwatch at MWC
Ericsson is rethinking the design of mobile networks with a focus on 5G and radio technology
Samsung & SK Telecom will present 5G Technology at MWC
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Consumer Device Launches and “Leaks” Dominate MWC Social Media
Sony Tablet Leak drives juicy buzz
Gaming and IOT get lift ahead of MWC
Kazam, a British manufacturer, plans to introduce a slew of Windows &
Android phones and tablets
LG teased the introduction of their new stylish smartwatch,
the LG Watch Urbane
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Product Category MentionsTalk of Apps for connected cars is surfacing as people anticipate new technology at MWC
Early praise for LG’s recently unveiled smartwatch-the LG Watch Urbane
British manufacturer Kazam is taking advantage of MWC exposure to launch several Windows & Android devices from tablets to smartphones
Hype is building around speakers who will talk about the future of IoT at MWC
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Brands are taking to social media to raise awareness about what they will reveal at MWC
Kyocera is partnering with SunPartner to debut
it’s solar charging smartphone prototype
People anticipate SKTelecom & Samsung’s 3D Beamforming and
TMobile & Nokia LTE capacity demos
Rumors of an ultra secure tablet from Blackphone makers SGP Technologies
excite paranoid tech users
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Prototype, Demo & POC MentionsSGP makes the privacy centric Blackphone, andrumors of their development of a secure tablet to be demonstrated at MWC is driving interest
Kyocera is receiving attention for their prototype of a solar charging smartphone
Samsung & SK Telecom will team up to demonstrate advances in 5G and 3D Beamforming
Several brands are tweeting out what people can expect to seem them
demonstrating at their booths at MWC
Page 25© 2015 Argus Insights, Inc. Confidential: Do Not Distribute Page 25© 2015 Argus Insights, Inc. Confidential: Do Not Distribute
Popular content shared leading up to MWC demonstrates interest in Brocade’s NFV play, and LG & Lenovo’s new products
Popular Links DescriptionTotal Shares
http://www.mobileworldcongress.com/twitter/ Mobile World Congress Homepage 844
https://technology.ihs.com/521319IHS MWC Specific Webpage, detailing what the noteworthy things the company will have at the show 672
https://amp.twimg.com/v/75246a8d-8ed7-41b7-8aa2-0ada596fad36 Brocade's 'New IP' video 563
http://www.marketingdirecto.com/actualidad/tendencias/la-gamificacion-conquistara-el-mwc15/
Disscussion about how Gamification can and should be used to promote MWC 507
http://www.unlimit-tech.com/blog/?p=138367 Article about LG's 4 new smartphones 488
http://techcrunch.com/2015/02/12/join-us-in-barcelona-during-mwc/?ncid=rss TechCrunch promotion of MWC 463
http://www.antaranews.com/berita/480328/lg-siap-ungkap-smartwatch-terbarunya-di-mwc Article about LG's new Watch Urbane stylish smartwatch 447
http://www.unlimit-tech.com/blog/?p=138300 Article about Lenovo smartphones to be displayed at MWC 419
http://techno.okezone.com/read/2015/02/13/57/1105233/mwc-2015-google-bawa-50-komponen-ponsel-modular
Article about the 50 modular components Google will bring to MWC 349
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Several companies took to youtube & Facebook to share pre MWC videos, and tech blogs shared product related content
Popular Domains Total Shares
cbnco.biz 5435
www.youtube.com 2627
www.mobileworldcongress.com 2413
vbusacareers.com 1942
www.facebook.com 1854
www.unlimit-tech.com 1504
news.google.com 1222
mp.weixin.qq.com 1022
www.xatakamovil.com 930
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Argus Insights, Inc. Confidential: Do Not DistributePage 27© 2015 Argus Insights, Inc. Confidential: Do Not Distribute
Key Takeaways
• Style points are driving interest in LG’s newest smartwatch, the LG Watch Urbane as it is already gaining praise for its sleek design and high quality materials
• While there is intrigue surrounding flagship phones to be revealed (Samsung Galaxy S6, HTC One M9) brands like Lenovo, LG & Kyocera are gaining mindshare by introducing various mid-low range smartphones
• Brocade is monopolizing Infrastructure related mindshare with significant engagement on NFV related Tweets
• Focused use devices are gaining attention, as people are curious about ultra secure tablets and solar charging smartphone prototypes
Please contact us if you’d like to know more!
http://www.argusinsights.com Twitter: @argusinsights1-877-992-7487 [email protected]