Think Different: The Decade of Apple

Think Different: The Decade of AppleHow Apple Changed the Rules of Consumer Electronics Marketing

Today’s Presenters
Chris Collins, Director, Technology & Entertainment at Compete
Alyssa Maine, Marketing Coordinator, Marketing at Compete

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About Compete
Who We Are
Who We Work With
The fastest-growing digital measurement company in the US
The leading provider of market research and competitive intelligence, based on billions of online, mobile and survey inputs from millions of consumers
Part of WPP and Kantar Media; partner relationships provide a holistic view of consumer behavior, attitudes and preferences

Today’s Agenda
The Decade of Apple
Marketing Mastery
Brand Awareness
Brand Engagement
Product Consideration
Online & Offline Conversion
Looking Ahead

The Decade of Apple

2001
2003
2005
2007
2009
2011
$7.75
$10.36
$53.61
$153.47
$185.33
$412.14
Source: Yahoo Finance; average stock price for September of 2001-2009, closing price on September 14 2011
A Decade of Apple: Products & Profits

Brand Awareness

MythApple doesn’t spend a lot on marketing
RealityApple spends a lot on marketing -over $3 billion in the last five years
(They just spend it really well)
Source: Apple 10-K Filings; Compete Estimates

Big Ad $ = Great Brand Awareness (Part 1)
Website Traffic, By Unique Visitor
January 2008 – August 2011

Big Ad $ = Great Brand Awareness (Part 2)
Mobile Website Traffic, By Unique VisitorJune 2011
Source: Groundtruth

Brand Engagement

But Awareness ≠ Engagement
$100+ millionAd Campaign
6+ millionUnique Visitors to DroidDoes.comin Q4 2009
~2 million
“Click & Bounce”
Unique Visitors

Brand Engagement is Emotional

Emotional Engagement = 2M Shoppers / Month
Website Traffic Demographics
August 2011
Total Visitors
35.4 million
@ 49% Female:
17.4 million
@ 43% Female:
15.2 million
Net “Unaddressed” Female Shoppers:
2.2 million
57%
51%
49%
43%

Product Consideration

Product Portfolio
The collection of products and services that make up a company

Portfolio Rationalization -> Product Consideration
Phone Interest (L - bar) and # of Models (R - dot), By Brand
June 2008 and April 2011
April 2011
June 2008

Online & Offline Conversion

Apple Excels at Converting Product Consideration
Online Purchase Funnel Fallout
August 2011
iPhone (n= 288K Engaged Shoppers)
Fascinate (n= 21K Engaged Shoppers)

Looking Ahead

Near Term: Strong Demand for Sprint iPhone 4S
CellPhone Owners Waiting For Specific Device
Q3 2010, Q4 2010, Q1 2011, Q2 2011
Q: Why is that you do not own a smartphone (a phone with advanced PC/email/Internet functionality)?
Percentage answering “I am waiting for my wireless service provider to offer a specific smartphone”

Longer Term: Apple Dominance Will Slow
Strengths
Threats
Extending product lifecycles
Markets are still growing; Apple has small market share
Legacy of Steve Jobs
Law of large numbers
Fickle consumer tastes
New competitors (i.e Amazon)

Thank You.
Christopher Collins
Director, Technology and Entertainment
ccollins@compete.com
617.933.5641

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Think Different: The Decade of Apple

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