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Social Media Report

For Nokia Lumia 920 – Nov 2012 to Jan 11, 2013

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Serendio

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No part of this document can be copied, circulated or reproduced in any manner without the prior written

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© 2013 All rights reserved.

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Table of Contents

1. Purpose of the report

2. Target Audience

3. Executive Highlights

4. Methodology used in the report

5. Definitions of terms used in the report

6. Definitions of Features analyzed in this report

7. Share of Voice

8. Feature Importance and Volume of Mentions

9. Most Mentioned Feature Drill-down

10. Summary

11. About Us

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1. Purpose of the report: The premise of this report is the learning we get from social media about Nokia Lumia 920 – about the social media share of voice, the user sentiments towards the features for Nokia Lumia 920 and its competition, and anything else we can learn. 1.1 The purpose of this report is to answer the following questions:

Which sites contribute to the chatter around Nokia Lumia 920, and how much does each of them contribute?

Which features of a Windows 8 smartphone are users interested in?

How are the user sentiments for different features of Nokia Lumia 920?

How do the features of Nokia Lumia 920 compare with that of HTC Windows 8X?

Where on social media should you concentrate to know users’ perception on specific features of Windows 8 smartphones?

To answer these questions, we dug through 75,000 conversations on the web for the period between November 2012 and January 11, 2013. What we found is a large amount of interesting information all the way from model specific discussions to feature specific conversations. You can use this report to gauge how your brand and your competition is doing in terms of online reputation. You can use it as a measurement of your PR activity and a source for leverage-able marketing messages.

2. Target Audience:

If you are involved in the Smartphones industry, either directly or indirectly, this report will

give you better insights not just into your brand and model, but also into your competition.

2.1 Here are some specific job titles that may benefit from this report and how they may

benefit:

Marketing Consultants & Researchers - The data and the resulting conclusion is helpful to

many of your customers in the Smartphones ecosystem.

Advertising Executives – This report provides data on how different social media contribute

to different types of discussions. This would help in budget allocation and measuring

effectiveness of advertising campaigns.

Marketing Executives - This report provides deep insights into how your product and

features are viewed by your customers and prospects.

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Product Managers - This report gives insights into how your features fare against that of

your competition, and gives you learning that can be applied to your existing product/

future products.

Senior Executives - This report gives you a quick glance at how your product is faring against

your competitors’ products, as perceived by a large number of your customers and

prospects, expressing their opinions in social media.

3. Executive Highlights of this Report:

3.1 Data collection:

Data collected for : Windows 8 Smartphones – Nokia Lumia 920 and HTC Windows Phone 8X, in particular

Data harvesting period : November 2012 to January 11, 2013

3.2 Key findings:

Top 5 sources of data twitter, forums.xda-developer, howardforums, wireless.att and amazon

Top 5 most discussed features of Windows 8 smartphones

Operating System, Design, Display, Screen, Built-In Apps

Top 5 most discussed features of Nokia Lumia 920

Design, Screen, Operating System, Camera and Display

Top 3 features of Nokia Lumia 920 (Highest positive mentions)

Operating system, Wireless Charger, Connectivity (NFC)

Where is Nokia Lumia 920 doing better than HTC Windows 8X?

Design and Screen

The actual posts shown in this report represent a small sample. In the normal monthly or

weekly reports statements are grouped into “thematic buckets” and addressed according to

frequency.

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4. Methodology used in this report: Serendio technology developed over 20 man-years unearths critical customer sentiments and feedback embedded in millions of online conversations occurring over the social landscape. Serendio technology converts free form textual content into structured contextual information that can be analyzed using any of the standard industry database access tools.

Data flow through the Serendio Engine

4.1 Customer Sentiment Analysis:

Armed with the output of the language processing, matched against the taxonomy of the

domain, Serendio uses patent-pending, deep and high-accuracy sentiment analysis to

determine customer sentiment. Built-in machine learning capability allows the sentiment

analysis engine to be tweaked and tuned over time and increase accuracy and

dependability. As domain-specific concepts and nuances are stored in the engine it provides

highly accurate and actionable sentiments. For example, our engine can deduce that display

is more important than battery life, to smartphone users, in a smartphone.

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5. Definitions of terms used in this report:

Share of Voice:

Share of Voice focuses on the mentions in social media. If there are total of 1M posts (after

removing spam) for smartphones and a brand X has 100,000 posts, then brand X will have a

share of voice of 10% amongst all smartphones.

6. Definitions of Features analyzed in this report:

Feature What falls under it

Operating-System Google, Symbian, Microsoft, IOS

Design Finish, Slick, Soft Touch backing, Slide

Display Display Colors, Display Type, Display Resolution

Screen Touch Screen, Screen Size

Built-In Apps Calendar, Excel, Word, Antivirus, Games & etc..

Camera Megapixel, Dual Cameras, Lens

Battery Removable battery, Rechargeable, Extendable battery

Connectivity GPS, NFC, Hotspot, Infrared

Hardware Processor, Firmware, Graphic Processor

Charger Car charger, Wireless Charger

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7. Share of Voice:

7.1 Whose voice is the loudest on social media, among smartphone operating systems?

This chart gives the Share of Voice between the latest versions of Android, iOS, Windows

and Blackberry operating systems, in social media. This will give the readers of this report a

bigger picture about the Smartphone ecosystem.

Android has the largest Share of Voice among all smartphone operating systems on social

media, between November 2012 and January 11, 2013. Google Nexus 4, the new Jelly Bean

smartphone was released on December 2012. This could be one of the reasons for the large

volume of conversations on Android Jelly Bean.

iOS 6 is #2, and Windows 8 is #3 with 35.12% and 10.09% conversations. The charts from

chart 7.3 onwards, in this report, take a closer look at this 10.09% of conversations on

smartphones in social media.

Android Jelly Bean 51.35%

Apple IOS 6

35.12%

Windows 8 10.09%

Blackberry 3.34%

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7.2 Share of Voice war between the popular models, across operating systems

We analyzed the share of voice between the most popular models in each operating system,

to understand how things look between operating systems. Samsung Galaxy SIII, the Jelly

Bean smartphone has the highest share of voice. This is no surprise given Android has the

highest share of voice among all operating systems.

Apple iPhone 5 has 35.89% Share of Voice and Nokia Lumia 920 has 16.49% Share of Voice.

This is in line with the observation from chart 7.1.

Samsung Galaxy SIII

47.62%

Nokia Lumia 920 16.49%

Apple iPhone 5 35.89%

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7.3 Where is the Buzz on Nokia Lumia 920 and HTC Windows 8X in Social Media?

In this chart, we take a closer look at 2 Windows 8 smartphones - Nokia Lumia 920, and HTC

Windows Phone 8X.

Twitter is where a whole lot of conversation on Windows 8 smartphones, like Nokia Lumia

920 and HTC Windows 8X, happen. We see that 74.70% conversations on Nokia Lumia 920

and HTC Windows 8X happen on twitter, and that’s a lot!

We’re not surprised to see developer forums like forum.xda-developers and howardforums

on #2 and #3 by share of voice. It is interesting to note that while conversations on Nokia

Lumia 920 and HTC Windows 8X are high on twitter and developer forums, we do not see

much conversation on review sites.

Another interesting observation is that twitter is the only social networking site on this list

of Top 10 sources of conversation.

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00%

Forums.Wireless.Att

Phonearena

Cnet

Cellphoneforums

Reviews.Bestbuy

Wireless.att

Amazon

Howardforums

Forum.Xda-Developers

Twitter

0.13%

0.15%

0.36%

0.59%

0.64%

2.05%

2.38%

4.68%

14.33%

74.70%

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7.4 How do Consumers Perceive the Windows 8 Smartphones?

Again, we compare Nokia Lumia 920 and HTC Windows Phone 8X. We took all the

conversations around these 2 models and analyzed them to see the sentiments around each

model. It is clear that the volume of conversations with a positive sentiment is higher

(36.96%) for Nokia Lumia 920, than for HTC Windows Phone 8X (22.91%).

An interesting trend we see here is that there are more neutral conversations than positive

or negative for both models. Could this be a result of the high volume of tweets Windows 8

smartphones, with users focusing on tweeting a status update about the phone they are

using?

0% 20% 40% 60% 80% 100%

HTC Windows Phone 8X

Nokia Lumia 920

22.91%

36.96%

15.98%

10.75%

61.11%

52.28%

Positive Negative Neutral

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8. Feature Importance and Volume of Mentions

8.1 Which features are important to buyers?

Operating System and Design seem to be the most popular features among users of Nokia

Lumia 920 and HTC Windows Phone 8X. It’s an understandable trend that there are more

conversations around Windows OS, when people are discussing the Nokia Lumia 920 and

HTC Windows Phone 8X.

Design, display and the screen are other areas of discussion. We see that battery and

camera of these smartphones do not trigger much conversation on social media.

The other features that make up 29% of the conversation here are Application, Email,

Weight, Accessories, Size, Weight, Reliability, Real Time Messaging, Memory, Material,

Keypad, Radio, and Price. What would be interesting is to study if the most discussed

features on social media are the actual parameters for evaluation when a customer buys a

Windows 8 smartphone or a smartphone, for that matter!

Operating-System 16%

Design 11%

Display 8%

Screen 6%

Built-In Apps 6%

Camera 6%

Battery 6%

Connectivity 5%

Hardware 4%

Charger 3%

Others 29%

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8.2 Top 10 Features of Nokia Lumia 920 – based on volume of conversations

(And also how it compares to competition)

Here we see the Top 10 features of Nokia Lumia 920 by Share of Voice, compared with that

of HTC Windows 8X. Most of the Nokia Lumia 920 conversations on social media are around

its design. The other top features according to Share of Voice are Screen (which includes the

screen size and the touch feature), Operating System, Camera and Display. For the purpose

of this study, Display includes the display colors, type and resolution.

The Top 10 features of HTC Windows 8X show a different trend. Connectivity (which

includes GPS, NFC, Hotspot, Infrared) and Hardware are the #2 and #3 here. However, these

are not in the Top 5 features by Share of Voice for Nokia Lumia 920.

We see that the screen, battery and camera of Nokia Lumia 920 are more popular than that

of HTC Windows 8X. Similarly, the OS, connectivity, built-in apps and call quality of HTC

Windows 8X generate more buzz than Nokia Lumia 920 does. To understand the reasons

behind such differences, we would need to do a deeper analysis of the user sentiments and

also taking a look at sample verbatim from social media.

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8.3 How does the sentiment vary for different Features of Nokia Lumia 920?

This bar graph shows the sentiments for each of the Top 10 features of Nokia Lumia 920.

Operating System has the highest volume of positive conversations, and it’s an encouraging

trend. The other 2 features that have high volume of positive conversation are Wireless

Charger, Connectivity (NFC).

The green portion of the bars indicated positive sentiment and red portion of the bars

indicate negative sentiment.

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Operating-System

Design

Charger

Screen

Battery

Nokia Maps

Camera

Connectivity

Hardware

Display

Call Quality

Built-In Apps

Service Provider

Weight

Size

13.50%

5.53%

13.76%

4.02%

2.77%

3.62%

5.14%

6.34%

4.55%

2.28%

3.16%

2.52%

1.79%

3.75%

3.53%

2.07%

1.09%

4.64%

0.98%

0.80%

1.43%

1.93%

1.16%

0.95%

1.20%

0.77%

0.59%

1.16%

2.59%

2.39%

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8.3.1 Sample Positive Verbatims for Nokia Lumia 920

Source Sample Positive Verbatims

twitter.com fantastic display, intuitive operating system, modern design

reviews.cnet.com best in class camera, customizable interface, excellent location services, brilliant display, office integration

wireless.att built rugged, fast process, live tiles are unique

twitter.com This phone was forged in the heaven

wireless.att If only Nokia made this phone for Android too, it would give Samsung, a run for its money and beat them, as their phones are so flimsy and plasticky, unlike this phone which is like a rugged weatherproof laptop from Panasonic ! NokiA has a winner here."

8.3.2 Sample Negative Verbatims for Nokia Lumia 920

Source Negative Verbatims

reviews.cnet.com My complaints: Phone is @#$%ing huge. In vibration mode it can shake the furniture it is resting

phonearena.com At&t plans are not competitively priced, so you might pay less for the phone but you will feel it in your service contract

wireless.att Not easy to hold the phone while trying to shoot the camera phone. i kept hitting the Bing button. the phone is shiny and slippery.

reviews.cnet.com My only complaints have to do with the AT&T network, wish it would have been available on Verizon

amazon.com A bit on the large and heavy side, smaller app ecosystem then Apple and Android, Only available on At&t in the US, no micro SD card, no removable battery

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9. Most Mentioned Feature - drill-down

9.1 Where is the Buzz around Nokia Lumia 920’s ‘weight’?

We decided to dive deep into the conversations around Nokia Lumia’s weight, as this has

gained significant attention. User opinions about the weight range from one end to another.

The phone’s weight seems to give it a solid feel, matches the size and design, and it gives

users a feel that it’s not a cheap phone.

Most conversations around the weight of Nokia Lumia 920 are from Twitter. A mix of review

sites and forums make up the other sources.

Twitter 76.20%

Wireless.att 7.92%

Forum.Xda-Developers

6.19% Amazon 5.74%

Howardforums 1.68%

Reviews.Bestbuy 0.79%

Cnet 0.79% Phonearena

0.35%

Cellphoneforums 0.25%

Wirelessforums 0.10%

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9.2 What are the sentiments around Nokia Lumia 920’s ‘weight’?

It looks like conversations around the weight of Nokia Lumia 920 follow the same trend as

the other Smartphones conversations. There are more neutral conversations than positive

or negative. We see that 58% of the conversations around Lumia 920’s weight are neutral,

32% have a positive sentiment and 10% have a negative sentiment.

9.2.1 Some sample Negative Verbatims for ‘weight’

Source Sample Negative Verbatims

reviews.cnet.com Weight - this brick, I mean phone, tips the scales at a cool 185 grams, compared to the 133 gram Galaxy S3 or 140 gram iPhone 4S. When asked why it weighed so much, the salesman told me it was because the phone is made from the same composite as is astronaut helmets.

wireless.att This phone is way to heavy

wireless.att weight-it feels premium but could be lighter.

wireless.att Just a tad on the heavy side

wireless.att weight are a bit much

Positive 32%

Negative 10%

Neutral 58%

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9.3 How does Nokia Lumia 920 fare against HTC Windows 8X in its weight?

We thought it would be interesting to compare the sentiments around weight between

Nokia Lumia 920 and HTC Windows 8X. Of the conversations around weight for Lumia 920,

we see that 32% have a positive sentiment, as opposed to the 24% for HTC Windows 8X.

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10. Summary:

The report concludes that measurements derived from analyzing the content of social

media sites can be of value to a wide range of departments within a corporate.

From this report, it is clear that Nokia Lumia 920 is a winner in terms of Share of Voice. The

design, screen and weight are an important topic of conversation, and it is also noteworthy

that there are more positive conversations than negative, as we drill down to specific

features. It is also clear that the volume of conversations with a positive sentiment is higher

(36.96%) for Nokia Lumia 920, than it is for its competition, HTC Windows Phone 8X

(22.91%).

It looks like Nokia Lumia 920 is winning in the current generation of Windows smartphones!

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About Us

The name Serendio is derived from the expression Serendipitous Discovery. Unearthing the

not-so-obvious and seemingly unrelated from unstructured content is a hallmark of our

technology and our name merely reinforces that.

Serendio's Customer Experience Analytics (CxA) harvests qualitative, unstructured

conversations from a wide range of sources, including the social web, emails and all forms

of customer records. Using a combination of Natural Language Processing (NLP) and

proprietary linguistic techniques, CxA produces highly accurate and actionable insights

about customer thinking. These insights are delivered in multiple modes including a SaaS

portal and through APIs to ensure the easiest possible integration with other applications.

Specialties:

Text Analytics, Customer Experience Analytics, Social Media Analytics, Market Research

Website:

www.serendio.com

Headquarters

4677 Old Ironsides Drive

Suite 450

Santa Clara, CA 95054 United States