Dell Mobile Trends - CES 2010


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This is a summaryy of a Dell-commissioned report regarding mobile trends in the tech industry.

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Dell Mobile Trends - CES 2010

  1. 1. Mobile Trends ResearchCES 2010<br />
  2. 2. Mobile Trends Objectives<br />2<br />3<br />Determine opportunities and barriers for Dell to enter the Smartphone space<br />Understand general attitudes and interest in the Smartphone category<br />Assess baseline perceptions of current technology companies as well as Smartphone companies<br />1<br />2<br />
  3. 3. Survey Flow<br /><ul><li>Respondents were exposed to the following questions:</li></ul>Baseline Measures of<br />Smartphone Brands<br />Smartphone Category Perceptions<br />Smartphone Feature Usage<br />Personalization and Future Use<br />Smartphone Pain Points<br />3<br />
  4. 4. Executive Summary <br />Overview<br /><ul><li>Network coverage and price are important Smartphone purchase drivers.
  5. 5. In addition, the mobile carrier is an important purchase influencer for the majority of respondents, even more important than the brand of the Smartphone.
  6. 6. Consumers demand robust voice, text messaging, e-mail, and contacts features from their Smartphones; the basics are vital.
  7. 7. In the future, respondents are most interested in connecting to the web, and would connect more if it were easier.
  8. 8. Respondents place a higher importance on personalizing software features than personalizing the appearance of the Smartphone choosing functional over design.
  9. 9. The biggest pain points for Smartphones are boot time and customer service.</li></ul>4<br />
  10. 10. Executive Summary Marketplace Opportunities<br />51%<br />76%<br />Would consider a new device made by a well known technology brand<br />Wish there were more choices/options for Smartphones<br />86%<br />Would consider purchasing a Smartphone from a highly regarded technology company as an alternative to the iPhone<br />77%<br />Are open to purchasing a Smartphone from a highly regarded technology company that has not produced Smartphones in the past<br />87%<br />Would consider purchasing a Smartphone from a highly regarded technology company as an alternative to the Blackberry<br />82%<br />Could never leave their home without their Smartphone; They do not feel complete without it<br />72%<br />Strongly prefer to have constant access to the web, e-mail accounts, and contacts even when they are away from home<br />Asked of all, n=1503<br />
  11. 11. Device Sentiment<br />6<br />On Device Options and Variety…<br /><ul><li>Half of consumers wish there were more Smartphones available, which poses an opportunity for Dell.
  12. 12. In the saturated Smartphone market, quality is tables stakes. To compete in this category Dell needs to prove it makes high quality Smartphones.</li></ul>Current Feature Usage…<br /><ul><li>Users currently use their Smartphone the most for voice, followed by text messaging and maintaining contacts.
  13. 13. Those under 35 cite using all features more often than those who are over 35, most notably on camera/video camera, entertainment, maps and social media/networking.
  14. 14. Owners would use web browsing and E-mail more if they were easier to use, these are the top 2 “complicated” features, followed by maintaining contacts, text messaging and using maps.</li></ul>On Smartphone Attachment…<br /><ul><li>Smartphone owners have strong attachments to their phones ; ~8 in 10 could never leave home without one.
  15. 15. Owners also strongly prefer to be constantly connected, through web access, email accounts, and contacts; Voice features on their Smartphones are not enough.</li></li></ul><li>Carrier Sentiment<br />7<br />Importance of Mobile Carrier…<br /><ul><li>The mobile carrier is very important to consumers when deciding on a Smartphone and is often more important than the brand of the phone itself.</li></ul>Universal Wireless Plan…<br /><ul><li>About 3 in 4 would be willing to switch carrier plans to have one contract/plan for all mobility devices.</li></ul>Universal Data Plan…<br /><ul><li>Consumers, but Early Adopters especially, are interested in purchasing a data plan with multiple SIM cards for wireless service across several devices.</li></li></ul><li>Brand Loyalty<br />8<br />On New Device Consideration and Openness…<br /><ul><li>Over three quarters of respondents are open to purchasing technology, and more specifically Smartphones, from new market entrants.
  16. 16. This presents a prime opportunity for Dell to showcase its new offering.</li></ul>On Purchasing an iPhone or BlackBerry Alternative…<br /><ul><li>Nearly ninety percent of the consumers polled are open to purchasing Smartphone alternatives beyond the iPhone or BlackBerry.</li></ul>On Things that Influence Their Purchase Intent…<br /><ul><li>Over 7 in 10 cite network coverage as the most important consideration when evaluating a Smartphone to purchase, followed by price and then the mobile carrier.
  17. 17. For iPhone owners, having the newest technology available, unique and cutting edge applications, access to rich application stores and stylish designs are very important.
  18. 18. For BlackBerry owners, productivity is very important.</li></li></ul><li>Purchase Influencers<br />9<br />When evaluating a Smartphone to purchase, how important are the following in influencing that decision? <br />Showing “Very Important”<br />
  19. 19. Top Pain Points<br />10<br /><ul><li>Boot time and customer service are the biggest pain points for Smartphone owners. Improving on these pain points would be an opportunity for an emerging Smartphone provider, like Dell.</li></ul>Boot time<br />1<br />42%<br />34%<br />2<br />Customer Service<br />23%<br />3<br />Price<br />21%<br />Screen Size<br />4<br />21%<br />21%<br /> Applications<br />5<br />17%<br />7<br />Battery Life<br />6<br />12%<br />8<br />8%<br />9<br />Thinking about the features you have on your Smartphone, what are the features you like most and least? Please rank the following features in order of least preference, where “1” is the feature you like most and “9” is the feature you like least; Showing “least liked” + “2nd least liked” feature, Ranked by Top Pain Points; Asked among owners, n= 620<br />
  20. 20. APPENDIX & BACK-UP<br />11<br />
  21. 21. Methodology<br />Penn, Schoen, Berland conducted a total of 1503 interviews between December 8, 2009 and December 15, 2009, among the following audiences:<br />12<br />
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