Use Case Assessment StudyResearch by W5
Digital Living Network Alliance
Link to full report
DLNA Confidential
Confidential2
Key Insights
Consumers are accustomed to media content being isolated on their devices and not easily shared throughout a home network
Mainstream Purchasers have not considered media sharing solutions because they are unsure of the relevance to their life.
Early Adopters have considered media sharing solutions but have been cautious in implementing these homespun solutions because they assume there are too many barriers to a simple, easy to use home network configuration for sharing content.
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Key Insights: Use Cases
Top Tier Use Cases – Most Appealing and Relevant• Take Your Music and Podcasts with You In Your Car• Watch DVR Recordings Anywhere In Your Home• Remote Access to Your Home Network
Bottom Tier Use Cases – Least Appealing and Relevant• Show Your On-the-Fly Video• Easy Printing• A Multimedia Slideshow In Your Living Room
Consumers find use cases that are new, uncommon, and applicable on a daily basis to be the most appealing and relevant uses of DLNA certified technology. Appealing features and functionality include remote access, simpler access to online content, central storage of media files, and eliminating cluttered wires and cables.
Consumers are generally uninterested in use cases that represent only minor improvements to current connectivity processes. Wireless connectivity replacing wired connections – as in these Bottom Tier Use Cases – are seen as beneficial, but not ultimately a driver of DLNA certified product purchases. Consumers are also uninterested in viewing photos on their television.
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Validation of Qualitative LearningLarger scale and statistically reliable quantitative research validates the appeal and relevance of the top tier use cases, and the use case All of Your Music, All of the Time.
The quantitative research also confirms the low resonance of two use cases identified as bottom tier in the qualitative research. However, Easy Printing is not actually among the lowest rated use cases, potentially due to its similar appeal, relevance, and real world application ratings among consumers of all three types: Early Adopters, Mainstream, and Mass Consumers.
Watch DVR Recordings Anywhere in your HomeRemote Access to your Home Network
Take your Music and Podcasts with you in the CarAll of your Music, All of the Time
Easy PrintingProgram your DVR from Anywhere in your Home
Play a Purchased and Downloaded Movie from any TV
Movies from a Digital Media ServerSharing and Storing Pictures
Enjoy your Music, Photos, and Video when you’re On-the-GoA Multimedia Slideshow in your Living Room
Show your On-the-Fly VideoTier
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Key Insights: Use Cases
Relevance Ease of Use
Benefits Drawbacks
Take Your Music and Podcasts with you in the Car
Use Case C9:
Appealing and relevant to consumer needs
A superior solution to CDs or using adaptors for portable music devices
Would be used frequently
Consumers imagine an automatic syncing function once the car is in range of the home network
Elimination of adaptors improves car audio experience
Little relevance for some European consumers
Uncertainty over home network coverage reaching the car for easy syncing
Simplicity of automatic syncing
Eliminates adaptors for portable music devices
“I am in my car all of the time and the only way I can do this now is to connect my iPod to the car stereo.”
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Key Insights: Use Cases
Relevance Ease of Use
Benefits Drawbacks
Watch DVR Recordings Anywhere in your Home
Use Case C6:
A familiar problem that is often solved by cable service providers
Appealing if it represents a cost benefit over cable server provider solutions
Expect the same TV viewing experience on each of the sets in the home: ability to watch, record, and view saved programs
Already available as a service from cable provider
Possibly eliminates service cost
Assumption of simplicity in set up
“I love it. The only reason that I don’t have DVR in my bedroom is because it’s too expensive. I would like to be able to watch something different from my roommate in my room.”
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Key Insights: Use Cases
Relevance Ease of Use
Benefits Drawbacks
Remote Access to your Home Network
Use Case F2:
Very relevant and appealing; consumers see many scenarios when this DLNA functionality would be useful
Envision productivity benefits in addition to media
Possibly reliant on others’ devices and networks to take full advantage of this solution
Unfamiliar use
Potential security and performance issues
True mobile access to home media content
Flexibility of constant access
Simplicity of never having to upload or plan media to take on a mobile device
“I could actually use this for work. Rather than lugging my laptop with me to do a presentation, if I could reach a presentation that I have stored on my laptop with my Blackberry or my phone, I could present it to my clients. It would be useful for me.”
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Conclusions and Recommendations
1. Focus on Relevance and Actionability
Encourage consumers to extend their home network by communicating options for device interoperability that are relevant to their current and aspiring computing and entertainment habits.
Generate interest in DLNA by promoting product usage scenarios that showcase the potential of the program.
• Consumers are intrigued by DLNA use cases that appear to be an evolution in how they currently use technology.
• Encourage consumers to network their homes with DLNA certified technology by promoting usages that are new and unexpected.
The Use Cases that resonate with consumers are found to be both relevant and actionable (consumers would like to do the things described in the scenarios; they would actually use such a setup). These qualities define consumer perception of the appeal of these use cases.
The specific use cases that are identified as most appealing and relevant all pose new or enhanced functionality to existing technology operations and are perceived to increase interoperability between computing and electronics devices.
A. Resonant Use Cases
2. Create Excitement
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Conclusions and Recommendations
3. Extend the Home Network
Extend consumers’ perception of their home network with usages of DLNA certified products that allow for greater mobility and remote access to content. Prioritize remote access uses of DLNA certified technology.
Focus product development and DLNA communications on capabilities that do more than offer solutions for things consumers can do already.
The use cases that consumers find most intriguing all involve flexibility: through remote control of programming and setup, through increased mobility in watching DVR and listening to music throughout the home, and even taking networked content away from the home with ease.
The use cases that consumers identify as most resonant also present scenarios that may be applied frequently or even regularly. These scenarios enable new ways of setting up for music listening and television/video watching.
B. Flexibility and Frequency
4. Transcend the Mundane
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Conclusions and Recommendations
5. Foster the Early Adopters
Encourage Early Adopters to become DLNA brand mavens; they will be quick to adopt technology with this certification and are likely to spread the word and promote the benefits of the program.
Strive to migrate consumers to become Early Adopters of DLNA certified products. Educating consumers to the benefits of the program, and the sincerity of member cooperation towards these standards will increase their willingness to purchase products with the certification.
Despite the rigid construct of the aggregate consumer sample, comprised of a predetermined mix of Early Adopters, Mainstream, and Mass Consumers, few meaningful differences in response between these groups exist, particularly between Mainstream and Mass Consumers.
While Early Adopters represent an important sub-set of the DLNA consumer target, with increased product ownership and usage, and often higher interest in the use cases, differences between Mainstream Consumers and Mass Consumers are less distinct.
C. Early Adopters and the Rest
6. Migrate “the Rest”
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Additional Recommendations
7. Inform ConsumersProvide consumers with the information they need to maximize use of their home network, beyond functionality into flexibility. Inform consumers about the full functionality of the technology they purchase, the connectivity options that are already available, and how they can benefit in the short term from DLNA solutions.
8. Build a Trusted Overarching BrandLeverage the brand reputation of member companies and increased promotion of DLNA certification to bolster consumer trust in DLNA as an industry-wide standard. Communicate the commitment of member companies to DLNA and to interoperability in general. Communicate a shared goal of easy to use media and content sharing features that are capable of transforming how consumers approach technology in their home.
9. Be Sensitive to Cultural Variation and PerspectivesThough perceptions of the DLNA use cases do not differ dramatically across regions tested in the qualitative and quantitative research, study the usage and behavioral data of consumers in each region to understand, for example, the low impact of the suggested scenarios in the tech-savvy Japanese market, and the differences in entertainment behaviors among US, European, and Japanese consumers.
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DLNA Use Cases
Mobile Upload
Friends want to share
photos on the go. One
friend uploads a photo on
his friend’s phone via the
home network.
Mobile Controller
In the living room, we can
use our phone to browse
photos or music on our
NAS or PC. Using the
phone as a controller, we
can then push the image
to the TV or music to our
audio system.
Mobile Controller
In the living room, we can
use our phone to browse
photos or music on our
NAS or PC. Using the
phone as a controller, we
can then push the image
to the TV or music to our
audio system.
Camera to TV During a home party you
can choose which images
from your camera to show
on the living room TV.
Camera will push image
to the TV.
NAS to TV While in the living room
you can pull video stored
on your NAS, computer
or phone to watch on
your TV.
Windows 7 to AV SystemDuring a party you push
music from your laptop to
your AV system.
TabletOn the couch you can use
your tablet to play music
on your AV system.
Tablet On the couch you can use
your tablet to push an
image to show on your
television.
Windows 7 to TabletYou want to take some
photos on your trip to
show grandma. You can
download pictures from
your Win7 laptop to your
mobile or tablet to take on
the go..
Wireless PrintingA person wants to print a
picture at home for a
guest. Takes the camera,
snaps a photo and prints
to local printer wirelessly.
You just bought a new DLNA
Certified TV and you would like to
use it to enjoy photos, music and
videos from your notebook, but
your laptop is not DLNA Certified.
DLNA has launched software
certification that will allow your
notebook to work as a DLNA
Certified device!
NEW! DLNA Certified Software
You pull your car into
your garage, it downloads
music from your home
NAS, you play it back in
the car.
Automotive
Protected StreamingYou can view a latest
blockbuster movie on the
television in your
bedroom that is stored on
your set top box in your
living room.
Controlled content streaming; locked/ unlocked dynamically
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