AWS Community Day CPH - Three problems of Terraform
Tablets Market - Research presented at CTIA iPad and Tablets Conf. - Dr. Phil Hendrix immr 20101006
1. If We Build it, Will They Come?
TM
Findings from TAUT
(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
2. Acknowledgements
Paradigm Sample
v 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
3. 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
4. iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
Dr. Phil Hendrix
5. iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
Dr. Phil Hendrix
6. iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
Dr. Phil Hendrix
7. iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
Dr. Phil Hendrix
8. TAUT Research Program
v Monthly Survey – Online (15 minutes)
v Stratified Random Sample of Mobile Users (n=400)
v Smart Phone and Feature Phone Users
TAUT Measures
Ø Device Profile Ø Device Usage Ø User Profile
Tablets
Ø 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
9. n Most Consumers Unfamiliar with Tablets
Awareness of Tablets
Never heard of Tablets 6%
Heard of, but know little about 36% 75%
Somewhat familiar 33%
Very familiar 19%
Actually own a tablet 5%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Q: How familiar are you with Tablets? immr TAUT Survey | Oct. 2010
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
Dr. Phil Hendrix
10. n Over Half Interested in Purchasing a Tablet
Interest in Purchasing a Tablet
Purchase Tablet for yourself 26% 22% } 48%
Purchase Tablet for spouse 18% 14% } 32%
}
Very Interested
Purchase Tablet for child 10% 10% 20% Somewhat Interested
0% 10% 20% 30% 40% 50% 60%
Q: Overall, how interested are you in purchasing a Tablet for yourself? For your Spouse? For your child(ren)? immr TAUT Survey | Oct. 2010
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
Dr. Phil Hendrix
11. n Tablet Benefits Have Wide Appeal
Appeal of Tablet Benefits
Durability - scratch-resistant screen 55 24
Screen size >> viewing websites, books 44 31
Instant-On - no "booting up" 46 27
Battery life - 6-10 hrs continuous usage 45 26
Fits into backpack, briefcase or purse 41 28
Can be held without getting tired 35 29
Can be placed in tight spaces 32 30
One-hand operation 25 26 Very Appealing
Access to Apps in App Stores 25 21 Somewhat
0 10 20 30 40 50 60 70 80 90
Q: Compared to mobile phones and laptop PCs, Tablets offer a number of potential benefits. Rate the appeal to you immr TAUT Survey |
personally of each benefit using a 1-5 scale ("Not Very Appealing" to "Very Appealing") Oct. 2010
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
Dr. Phil Hendrix
12. n Top Anticipated Uses of Tablets
Percentage Rating Activity as “1 of top 5” Tablet Uses
Access social networking sites 70%
E-mail (check, read and send) 63%
Look up information (movie times, weather, etc.) 56%
Search on Search Engine 52%
Look up directions or a map 48%
Visit other websites on the Internet 47%
Read news stories 46%
Read e-books 42%
Check bank, credit card, other financial account 42%
Play games 38%
Play music 29%
Note: Slide updated 10/7/2010 0% 10% 20% 30% 40% 50% 60% 70% 80%
Q: Think about the places, times and situations in which you might use a Tablet. From the list below, immr TAUT Survey |
select and rank order the top 5 activities for which you would be most likely to use the Tablet. Oct. 2010
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
Dr. Phil Hendrix
13. n Price Thresholds for Tablets
Prices Consumers Expect, Willing to Pay for Tablets
$100 $200 $300 $400 $500 $600 $700 $800 $900
So Inexpensive Would $131
Question Quality
p
Such a Good Value Would $200
Definitely Buy
p
Starting to Get Expensive, $344
but Would Still Consider
p
So Expensive Would Not
$498
Even Consider
p
$100 $200 $300 $400 $500 $600 $700 $800 $900
Q: At what price would you consider a Tablet ... a) to be so inexpensive that you would question its quality and
immr TAUT Survey
believability? b) to be such a good value that you would definitely buy it? c) start getting expensive, but would
Oct. 2010
still be worth considering? d) so expensive that you would NOT even consider buying it?.
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
Dr. Phil Hendrix
14. n Preferred Brands for Tablets
Rate Brands for Tablets
Apple 69 13
Dell 43 28
Microsoft 39 30
HP 37 34
Sony 29 41
Samsung 20 40
LG 20 43
HTC 19 19
RIM Blackberry 16 34
Acer 16 20
Toshiba 15 32
Motorola 14 35
ASUS 12 18
Ideal
Lenovo 11 18
Nokia 8 27 Close to Ideal
Sony Ericcson 6 30
0 10 20 30 40 50 60 70 80 90
Q: Suppose you were shopping for a Tablet. Of the brands listed below, identify your ideal brand(s) for a Tablet - immr TAUT Survey |
the one(s) you most prefer; other brands that are close to your ideal, but not quite as preferred. Oct. 2010
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
Dr. Phil Hendrix
15. Other Findings
v 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
18. Thank You!
For More Information
Dr. Phil Hendrix
phil.hendrix@immr.org
www.immr.org
Twitter: phil_hendrix
Slideshare: pehendrix
+1 (770) 612-1488
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
Dr. Phil Hendrix
19. About immr
Sweet Spot New-to-Market (NTM) Œ We help companies understand and capitalize on the crucial, vexing question –
Products, Services and “how can we identify, anticipate, and predict what customers will value and buy?”
Business Models even when they have yet to experience it.
Focus ICT (Information, • We work primarily with companies leveraging new technologies and business
Communications, and models and can (usually) translate products described in arcane, technical terms
Technology); Healthcare and jargon into realistic concepts.
and Insurance
Markets Consumer and B2B Ž 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 (typcially
mini-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, ” We work closely with clients to (i) leverage their capabilities, (ii) adapt as new
client-focused learning, issues, and imperatives emerge; and (iii) help them succeed.
Value-add Perspectives, Insights, • As researchers with a “consultant’s perspective,” we believe that understanding and
and Recommendations 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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20. Dr. Phil Hendrix – Bio
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
Dr. Phil Hendrix weak market signals and help clients innovate successfully.
Director, immr Phil has led significant engagements with numerous startups (such as Company.com) and multiple
www.immr.org business units of Fortune 100 clients in telecommunications (AT&T, Verizon, Sprint, Sony Ericsson,
+1 (770) 612-1488 and others), financial services (American Express), transportation (UPS), insurance (Allstate, United
phil.hendrix@immr.org 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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21. Experience
Selected Clients with Whom We’ve Worked
Products, Services and Issues Examined
General Network/Operators Devices/OEMs Services/Apps
§ Market Segmentation § Bundling § Smart phones § Innovation and new
§ Market sizing § Plans and pricing § MIDs (Mobile Internet product development
§ Competitive Positioning § Wi-fi/Hot spots Devices) § Mobile Apps (wide range)
§ Branding § Customer Service/ § Channel strategy § MVoIP (Mobile VoIP)
§ Product configuration Self-Service § Promotional strategy § Location-based Services
§ Customer Retention § Unified Messaging
§ Web Interface § Speech Recognition
(functionality/usability)
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22. Recent Publications
Excerpts available at www.slideshare.net/pehendrix Copies available at http://pro.gigaom.com/
9 Permission granted to cite, copy and distribute with attribution
23. Participation in Recent and Upcoming Conferences
Workshop – Monetization Apps vs. Web: The Fight For
Models for Location, The Futurea
Augmented Reality and Sept. 30, 2010 – San Francisco
Context Servicesa
April 28, 2010 – San Francisco
Dealing With The Data If we build it, will they
Tsunami: The Big Data Panela come? Consumer Demand
June 23–24, 2010 – San Francisco and Preferences for Tablets in
the iPad Erac
Oct. 5, 2010 – San Francisco
The Futures of Location-based WCA Presents: What’s Hot
Servicesa about LBS?a
The Future of Geo-loco Oct. 8, 2010 – San Francisco
Investmenta
July 21, 2010 – San Francisco
Build Sustainable LBS Local at the Bleeding Edge +
Business Models for 2011 and Making Money with Location-
Beyonda Based Servicesa,b
Sept. 14 – 15, 2010 – San Jose Nov. 3, 2010 – New York
Trends and Numbers - Where Wireless Technology Forum –
is It All Goingb Visions for 2011b
Sept. 29-30, 2010 – New York Nov. 18, 2010 - Atlanta
a b c
Moderated session/panel Participating on Panel Presenting
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