Blackberry Torch vs Apple iPhone 4 - Battle for Customer Perception

www.amplifiedanalytics.com Word of Mouth (WOM) Analysis Customers’ perception RIM Blackberry Torch 9800 vs Apple iPhone 4-32GB Source Data:  Social Media - customer generated content found on Amazon.com, WirelessAT&T.com, Cnet.com, Newegg.com and other such sites. Methodology:  Only customer’s generated content is analyzed. Consumers’ opinions, without ownership reference, are not part of this analysis. The customer generated content is located, authenticated, de-duped and aggregated for the analysis  The content of the customer reviews is processed by Opinion Miner© software to tag attributes of the discussed products.  The sentiments associated with tagged attributes are quantified for subsequent comparison.  The findings are organized to facilitate discovery of customer insights that help to understand why customers selected to purchase this product or passed it up for a competitor. ©Amplified Analytics Inc. 415-742-2580 206 Water Street, Pt. Richmond, CA 94801 info@amplifiedanalytics.com

www.amplifiedanalytics.com Summary  Customers of BB Torch are more satisfied with its Reliability (1.39). It exceeded their expectations by 39%. The customers of the iPhone 4 are universally disappointed with their reliability experiences (0.91).  Apple iPhone 4 Battery life (1.17) exceeded expectations of its customers by 17%, while the Torch Battery life (1.07) exceeded expectations of its customers only by 7%.  86% of BB Torch customers, who commented on Operating System, have expressed disappointment attributing “freeze” experiences, “software bugs” and “broken software features to the OS.  Keyboard of the BB Torch exceeded their customers’ expectations (1.19) as they commented about “intuitive”, “easy to use” and “easy to learn” experiences. While the iPhone does not have a physical keyboard, a small number customer reviews (2%) rated its absence as a negative experience (0.94).  Customer Support is the weakest point of iPhone 4 customer experiences (0.61) that is reported by 31% of reviewers. The Torch customers experienced Support above their expectations (1.10).  The size of the BB Torch drew some very negative comments from its customers as 9% of the reviewers described it as “bulky”.  Customer Satisfaction Index (aggregate) indicates that the most Torch customers are delighted with their decision (1.43), while the iPhone customers are slightly disappointed (.98) with theirs. ©Amplified Analytics Inc. 415-742-2580 206 Water Street, Pt. Richmond, CA 94801 info@amplifiedanalytics.com

www.amplifiedanalytics.com Product Attributes Dashboard BlackBerry Torch iPhone 4 Score Opinions Score Opinions Negative Positive Negative Positive Reliability 1.39 32% 68% 0.91 58% 42% Battery Life 1.07 44% 56% 1.17 32% 68% Camera & Video 1.62 1% 99% 1.36 0% 100% Usability 1.65 10% 90% 1.68 11% 89% Keyboard 1.19 15% 85% 0.94 57% 43% Games experience 1.79 0% 100% 1.58 13% 88% Screen quality 1.10 36% 64% 1.44 3% 97% Touch Screen 1.25 16% 84% 1.32 14% 86% Freeze 0.58 97% 3% 2.00 0% 100% Bulky 0.46 100% 0% 1.31 22% 78% Browser 1.22 24% 76% 1.20 60% 40% Customer Support 1.10 38% 63% 0.61 83% 17% OS & Software 0.84 86% 14% 1.17 32% 68% Antenna 1.00 50% 50% 0.66 96% 4% Reception quality 1.00 50% 50% 0.91 64% 36% CSI 1.43 0.98 ©Amplified Analytics Inc. 415-742-2580 206 Water Street, Pt. Richmond, CA 94801 info@amplifiedanalytics.com

www.amplifiedanalytics.com Product Attributes Chart Reception quality OS & Software Browser Freeze iPhone 4 Score Screen quality BlackBerry Torch Score Keyboard Camera & Video Reliability 0.00 0.50 1.00 1.50 2.00 2.50 This analysis is produced using Opinion Miner© software. Analysis Methodology: For this presentation we aggregated sentiments from a statistically representative subset of consumer generated reviews as of November, 2010 published on multiple popular public sites. The complete data set of competitive products, services and brands selected by Amplified Analytics’ customers would be collected, monitored for updates, processed and analyzed for a paid engagement. Source Data is accessible by request at info@amplifiedanalytics.com. ©Amplified Analytics Inc. 415-742-2580 206 Water Street, Pt. Richmond, CA 94801 info@amplifiedanalytics.com

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Blackberry Torch vs Apple iPhone 4 - Battle for Customer Perception

by Amplified Analytics on Nov 18, 2010

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Blackberry Torch vs Apple iPhone 4 - Battle for Customer Perception — Presentation Transcript