Solving the Sock Drawer Problem: How Are We Failing Wearables Consumers?

Solving the Sock Drawer Problem:
How are we Failing Wearables Consumers?
Wearables Techcon 2015
Dr. John Feland, CEO

Page 2© 2015 Argus Insights, Inc. Confidential: Do Not Distribute
First, A Bit Of A Framework For Today’s Discussion
Buying Learning Using Succeeding
ConsumerPerceptionsoftheExperience
Elation of
Anticipation
Habit
Forming
Sock
Drawer
Long (or Short)
Drive to Mastery
Euphoria of
Achievement

Share of mind leads share of marketShare of mind leads share of market

© 2015 Argus Insights, Inc. Confidential: Do Not Distribute Page 4© 2015 Argus Insights, Inc. Confidential: Do Not Distribute
(Really) Brief Intro to Argus Insights
COLLECT REPORTANALYZE TAKE ACTION

Amazon Fire Phone: Failure to Launch
July 25
Fire Phone
Launched
July 28
Argus Insights Blog
Predicts Failure
Sep 8
Amazon Drops Price to 99
cents, GreenPeace strikes
Aug 26
Amazon only sells 35k in
first 25 days

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 Predicting
Adjusted R2 = 87.8%
p-value = 4.547E-22
HandsetUnitSales/Returns

Measuring the Gap Between
Promise and Reality
• Installation and Set up
still an issue across
multiple brands
• FitBit’s early adoption
was limited by learning
curve issues
• Now one of the best
performing brands in
hearts of consumers

Usage of Watches Does Not
Differ Much from Fitness Bands
• Outdoor Usage
Mentioned More Than
Any Location
• Bathroom (shower)
second most discussed
• Consumers need
products that fit their
lifestyle, not the
opposite

Usage of Watches Does Not
Differ Much from Fitness Bands
• Outdoor Usage
Mentioned More Than
Any Location
• Bathroom (shower)
second most discussed
• Consumers need
products that fit their
lifestyle, not the
opposite
“It's not great for using during exercise if you want to see your HR at a glance because the
display reverts back to the time after about 30 seconds, so you have to swipe the screen
whenever you want to see the data And if your hands are sweaty or wet the swiping doesn't
always work”
“Apparently you can't wear it properly fitted get it wet in any way becuase it causes
bad chaffing/rash The touchscreen is overly sensitve at times Taking a shower
causes the screen to think I'm swiping through the screens The up/down swipe is
diifcult to execute at tiems overly sensitive”
“ For example, when the device is wet, the swiping on the oled touchscreen does not
work easily (need dry screen fingers), so best to have the 'activity' screen up going before
hopping in the water, or a towel handy poolside”
“While waterproof, the touch screen responds to contact with water As a result, it is not
unusual to have your settings completely reconfigured after showering, washing dishes,
swimming a few laps, etc Pretty annoying “

Wearables have a Usability Problem, that Can Be Solved

Wearables have a Usability Problem, that Can Be Solved
“Reading texts on the watch is difficult frustrating as well, since the swipe up motion doesn't
always work, it only shows about 160 characters It should be able to show more”
“Ironically this is also that screen that I would need to swipe 11 times to do a factory reset as it
does not respond to touch I can't even do a factory reset”
“Later that day, I received another long text automatically attempted to swipe It swiped back
forth without any issue, later however, I received another long text spent 5+minutes getting the
thing to swipe ”
“Apparently you can't wear it properly fitted get it wet in any way becuase it causes bad
chaffing/rash The touchscreen is overly sensitve at times Taking a shower causes the screen to
think I'm swiping through the screens The up/down swipe is diifcult to execute at tiems overly
sensitive other times”

Round is In For SmartWatches
• Round Watches Match
Consumer Expectations More
than Square
• LG and Moto continue to be
perceived as better devices
• Huawei’s new smartwatch
launched at MWC was the
most discussed wearable at
Barcelona

Designed to Disrupt? Lessons from the FitBit Surge
Alerting
GPS
Texting
Touchscreen
Screen
Apps
Battery Life
Gesture Recognition
Battery Charging
Access
Percentage of Fitbit Surge Users Mentioning Particular Aspects of Users Experience

What will Apple’s Journey Be?
Buying Learning Using Succeeding
ConsumerPerceptionsoftheExperience
Elation of
Anticipation
Habit
Forming
Sock
Drawer
Long (or Short)
Drive to Mastery
Euphoria of
Achievement

Apple Stole the Wearables Show in September 2014
Buzz over Apple
exceeded all other major
brands combined
FitBit was a trailing
second place
Samsung and Pebble
operation below the
noise floor

Apple’s Spring Forward Event Attracted Less Attention than Six Months Ago
Apple came out strong
but in a more
competitive market
FitBit has a clear
hold on mindshare
Pebble Time grabs
almost as much
mindshare as Apple
Samsung still below
the noise floor

Consumers Hold Their Breath For A Few Weeks When Apple Watch First Announced
Apple Watch
Announced

Holiday 2014 Drove Significant Wearables Adoption That Continues Today
Apple Watch
Announced

Fitbit And Jawbone Had To Biggest Holiday Gains, Samsung Wanes
FitBit
Garmin
Jawbone
Samsung
MOTOMisfit
Pebble
LG
Apple?

At the end of the rainbow…

Questions?
http://www.argusinsights.com Twitter: @argusinsights
1-877-992-7487 sales@argusinsights.com
Sign up for a free Wearables newsletter at
http://argusinsights.com/wtc2015

Solving the Sock Drawer Problem: How Are We Failing Wearables Consumers?

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Solving the Sock Drawer Problem: How Are We Failing Wearables Consumers?