do consumers want high performance displays?
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TRANSCRIPT
Do Consumers Want a New 4(01)K Display?
Page 2© 2013 Argus Insights, Inc. Confidential: Do Not Distribute
“Apple is unlikely to make much of an impact on this market … the iPhone won’t make a long term mark on the industry”Matthew Lynn - Bloomberg
“The iPhone will not substantially alter the fundamental structure or challenges of the mobile industry”Charles Golvin – Forrester Research
“The iPhone is a niche product”Olli-Pekka Kallasvuo – Nokia CEO in April 2008
Page 3© 2013 Argus Insights, Inc. Confidential: Do Not Distribute
“If you can not measure it, you can not improve it.”Lord Kelvin
Page 4© 2012 Argus Insights, Inc. Confidential: Do Not Distribute
Measuring the Gap Between Brand Promise and Consumer Reality
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Consumer Review Derived Demand Metrics Are Effective Leading Indicators
• Delight and Buzz are affective leading indicators of consumer demand
• Traditional sales forecasts are based on what consumers bought, Argus Insights metrics track what consumer enjoyed
• Has been used to find disruptive products and brands• Efficacy tested across Smartphones, Tablets, Automobiles,
Televisions and more
Jan-
1-20
11
Feb-
1-20
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-1-2
011
Apr-1
-201
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-1-2
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-201
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-201
1
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-201
1
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-201
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1
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1-20
12
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1-20
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-1-2
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-1-2
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1-20
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3 $-
$500,000,000
$1,000,000,000
$1,500,000,000
$2,000,000,000
$2,500,000,000
$3,000,000,000
$3,500,000,000
$4,000,000,000
$4,500,000,000
Comparing NPD Actual Sales to Argus Insights Predictions
$ NPD Sold Actual
Predicted Using Argus Insights Metrics
Worl
dW
ide M
onth
ly S
ale
s
Adjusted R2 of 72.4% and a p-value of 0.0017
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Others predict based on what consumers bought, Argus Insights predicts based on what consumers love
Qtr1 Qtr2 Qtr3 Qtr4 Qtr1 Qtr2 Qtr3 Qtr4 Qtr1 Qtr22011 2011 2011 2011 2012 2012 2012 2012 2013 2013
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7000
0
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Argus Insights Beat Wall Street Estimates for Q2 2013 iPhone Sales
Apple iPhone 4 Apple iPhone 4S Apple iPhone 5Apple iPhone 3GS Apple iPhone 3G Apple iPhoneQuarterly iPhone Sales
Bu
zz V
olu
me
fo
r iP
ho
ne
Mo
de
ls
Mil
lio
ns o
f iP
ho
ne
s;
Bil
lio
ns o
f d
oll
ars
in
Re
ve
nu
e
Copyright© 2013 Argus Insights, Inc.
Consensus Estimate
Morgan Stan-ley Estimate
Argus InsightsEstimate Based on So-cial Metrics
Apple’s Actual Q2 iPhone Unit Vol-ume
High Performance Displays
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Consumers First Introduction to High Performance Displays…
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Results of iPhone 5S and 5C launch
AKA “We miss Steve!”
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14 19 24 29 340
0.10.20.30.40.50.60.70.80.9
1
168.00
App
le
14 19 24 29 340
0.10.20.30.40.50.60.70.80.9
1
371.00
Sam
sung
Samsung and Apple Consumers Held Their Breath Before the iPhone Launch
Week Number
Week Number
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14 19 24 29 340
0.20.40.60.8
1 144.00
HTC
14 19 24 29 340
0.20.40.60.8
1
98.00
LG
14 19 24 29 340
0.5
1
55.00
Nok
ia
14 19 24 29 340
0.20.40.60.8
157.00
Mot
orol
a Other Handset Customers Barely Skipped A Beat
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Less surprises equals less buzz
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iPhone 5S and 5C Are Slow To Accelerate
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Lowest iPhone Demand at Launch In A Long Time
What’s so Ultra About 4K?
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Remember When?
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But at CES 2013, 4K was the New 3D TV
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How is 4K Adoption By Consumers Looking?
0 1 2 3 4 5 6 7 8 9 10 110
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Comparison Across Display Products
1080p 2160p (4K) IPS
Calendar Month 2013Rep
ort
ed
Con
sum
er
Delig
ht
Levels
(-
1 t
o 1
)
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4K Early Adopters Are Few But Delighted
0 1 2 3 4 5 6 7 8 9 10 110
0.2
0.4
0.6
0.8
1
1.2
4K Televisions Are Delighting Consumers
2160p (4K)
Calendar Month 2013
Rep
ort
ed
Con
sum
er
Delig
ht
Levels
(-1
to
1)
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Overall Perceptions of HPD User Experience
Product Passion
Price / Value
Usability
Style/Design
Movies
Sony
Display/Screen/Graphics
Size/Weight
Picture/Video Quality
Functionality
Reliability
Speed/Performance
Features
Sound Quality
Phone Support
Home
Samsung
Gaming
Best Buy
News/Weather/Sports
-20% 0% 20% 40% 60%
4K Televisions
Neg % Pos %
Product Passion
Price / Value
Usability
Style/Design
Movies
Sony
Display/Screen/Graphics
Size/Weight
Picture/Video Quality
Functionality
Reliability
Speed/Performance
Features
Sound Quality
Phone Support
Home
Samsung
Gaming
Best Buy
News/Weather/Sports
-20% 0% 20% 40% 60%
HD TV (1080p)
Neg % Pos %
Product Passion
Price / Value
Usability
Style/Design
Movies
Sony
Display/Screen/Graphics
Size/Weight
Picture/Video Quality
Functionality
Reliability
Speed/Performance
Features
Sound Quality
Phone Support
Home
Samsung
Gaming
Best Buy
News/Weather/Sports
-20% 0% 20% 40% 60%
IPS Monitors
Neg % Pos %
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How Usage Differs Across Displays
Movies
Home
Gaming
News/Weather/Sports
Web Surfing
Significant Other
Family
Sit
Friends
Bedroom
Outside
School
-2% 3% 8% 13%
4K Televisions
Neg % Pos %
Movies
Home
Gaming
News/Weather/Sports
Web Surfing
Significant Other
Family
Sit
Friends
Bedroom
Outside
School
-4% 1% 6% 11% 16%
HD TV (1080p)
Neg % Pos %
Movies
Home
Gaming
News/Weather/Sports
Web Surfing
Significant Other
Family
Sit
Friends
Bedroom
Outside
School
-2% 3% 8% 13%
IPS Monitors
Neg % Pos %
Please contact us if you’d like to know more!
http://www.argusinsights.com Twitter: @argusinsights1-877-992-7487 [email protected]