Describes keys to success for new mobile devices. Links to immr research on mobile devices.

1. Keys to Success for
Innovative New Mobile Devices
– Perspectives from immr
September 2010
Dr. Phil Hendrix
Founder and Director, immr and GigaOm Pro Analyst
www.immr.org
1 (770) 612-1488
phil.hendrix@immr.org
1 Permission granted to cite, copy and distribute with attribution - Dr. Phil Hendrix - immr - www.immr.org

2. Getting the Product Right – at the Right Time – is Challenging
Failure, Losses
Exuberant Type 1 Error:
Overly Optimistic Projections
– Market Doesn’t Materialize
Expected/
Projected Realistic
Demand
Missed
Opportunity
Modest
Type 2 Error:
Overly Pessimistic View
– Market Takes Off
Few Slow to Sales “Take Off,”
Buy Ramp Up Viral Demand
Actual Demand
2 Permission granted to cite, copy and distribute with attribution - Dr. Phil Hendrix - immr - www.immr.org

3. Companies and Customers Add to the Challenges…
For Companies Ü Expectations often unrealistically high within client team, among executives
Introducing New-to-
Market Products Ü Considerable speculation, even hype, among industry analysts and observers
Ü Significant investments, big bets, and reputation often at stake
Ü Launch and results closely watched within the company and in the press
For Customers of Ü For “really new” products, understanding, even classifying, difficult
New-to-Market
Products Ü Information about very new products is often fragmented and conflicting
Ü Understanding the features and benefits, comparing options can be onerous
Ü Initially, availability may be limited, requiring extra effort to purchase
Ü Being an “early adopter” can be risky
Ü Customers expect prices to drop over time Ü more costly to buy early
“Marketing often exaggerates the likely growth for a "Unlocking [the potential] is proving more difficult
technology or service - adoption typically takes longer.” than early entrants might have thought."
John Carey, CITI Joe Laszlo, Jupiter Research
"Predictions are hard, especially when they are about the future." Yogi Berra
3 Permission granted to cite, copy and distribute with attribution - Dr. Phil Hendrix - immr - www.immr.org

4. Mobile Internet Devices – Blending, Converging, Competing
Consumer
Electronics
Mp3 players
iPod
SIP Phones
PNDs
Kindle “The iPhone does all the things
“Predictions are hard, especially
when they are about the future.” a netbook lets you do.”
Yogi Berra, n.d. ebook Readers Steve Jobs, 10/22/2008
iTouch
UMPCs
Feature Phones
Tablet PCs
Super Phones
iPhone
Smartbooks
Netbooks
Smart Phones
Cell Phones Notebooks
Wireless Computing
“In the future, all computers will communicate and all communication
devices will compute.” Paul Otellini, Intel, 4/19/2002
Sources: Adapted from In-Stat/Texas Instruments Presentation, Mobile Internet Devices – Market Overview Dr. Phil Hendrix, immr
4 Permission granted to cite, copy and distribute with attribution - Dr. Phil Hendrix - immr - www.immr.org

5. Keys to Success for Innovative New Mobile Devices
• Drive development of • Instant on
apps optimized for device • Embedded 3G, Wi-fi
Create
• App store(s) for devices Enable • Affordable 3G
• Make social media part of Compelling
Seamless • Flexible pricing
the DNA New User (subscription, use)
• Create compelling Mobility • Cloud-based services
advertising/branding
Experiences
(cross-platform)
• Optimize for one or more • Mitigate data
apps for which device Create excitement for Make new products restrictions
uniquely well-suited
new products indispensable
Key Hit the
Grow the Minimize Sweet Spot
Cultivate ,
category
Drivers cannnibalization on “3P’s”
Nurture the
Ecosystem of Success • Price
• Performance
• Portability
• Cross-platform interoperability
(smartphone – PCs) • Precise targeting
• Optimized for use
• Care for security, privacy Trigger a “virtuous cycle,” cases
• Bundle key services (photo avoid the vicious cycle • Clear differentiation,
sharing, etc.) positioning
• Connect to “Connected
homes,” vehicles ý Commodity pricing
• Promote peripherals, ý Feature creep
ancillary services Avoid
ý Overlapping subcategories
• Create a retail experience Product-centric ý Confusing end-users
• Embrace emerging platforms Traps ý Under/over-shooting on
(LBS; AR; etc.) performance
ý Avoid “buyer remorse” Dr. Phil Hendrix, immr
5 Permission granted to cite, copy and distribute with attribution - Dr. Phil Hendrix - immr - www.immr.org

6. immr Research on New Mobile Devices
Here are links to forthcoming and recent immr research on Mobile Devices:
v If we build it, will they come? Consumer Demand and Preferences for Tablets
in the iPad Era, to be presented at the iPad and Tablet Conference, Oct. 6, 2010,
San Francisco. http://www.ipadandtablets.com/index.php (for more information,
contact Dr. Phil Hendrix at immr)
This presentation summarizes the results of market research examining consumers’ preferences and propensities
to buy tablets. Using Choice Modeling, we examine a wide range of Tablet features and configurations, showing (i)
which features are “must haves,”(ii) appeal and demand for various configurations, (iii) price elasticity and other
important insights. We also discuss the implications for OEMs hoping to capitalize on this phenomenon and
emulate the iPad’s success.
v The M in MIDs Stands for Mobile, immr Thought Leader Survey on Mobile
Internet Devices, 2008 (study co-sponsored by GigaOm, GSMA and InMobile).
Download at http://www.immr.org/1/immr_mids_summary.pdf
v Consumers’ Perspectives on Mobile Internet Devices, excerpts from Qualitative
Research. View excerpts at http://www.immr.org/1/MIDs/MIDs.htm
6 Permission granted to cite, copy and distribute with attribution - Dr. Phil Hendrix - immr - www.immr.org

7. 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.
7 Permission granted to cite, copy and distribute with attribution - Dr. Phil Hendrix - immr - www.immr.org

8. We Help Clients Verify and Capitalize on Market Opportunities
Uncover
Customer
Needs,
Competitive
Vulnerabilities
What market opportunities exist?
Verify Market
What Data Which Size Market
adjustments market Opportunity,
Assumptions,
Validate
are needed Insights opportunities Prioritize
to achieve should we
Execution,
success? Experience pursue?
Target
ROMI† Segment(s)
What is the winning
product/marketing strategy?
Determine
Optimal
Features,
Pricing,
†Return-on-Marketing Investment
Positioning
8 Permission granted to cite, copy and distribute with attribution - Dr. Phil Hendrix - immr - www.immr.org

9. 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.
9 Permission granted to cite, copy and distribute with attribution - Dr. Phil Hendrix - immr - www.immr.org

10. 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)
10 Permission granted to cite, copy and distribute with attribution - Dr. Phil Hendrix - immr - www.immr.org

11. Recent Publications
Excerpts available at www.slideshare.net/pehendrix Copies available at http://pro.gigaom.com/
11 Permission granted to cite, copy and distribute with attribution - Dr. Phil Hendrix - immr - www.immr.org