If We Build it, Will They Come?
                                                      TM
             Findings from TAUT
 ...
Acknowledgements
                    Paradigm Sample
                     v Innovative global sample company

            ...
Agenda
v What Drives Adoption of New Mobile Devices?

v immr’s TAUTTM Research Program
  (Tablet Adoption and Usage Tracki...
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010


                                           ...
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010


                                           ...
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010


                                           ...
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010


                                           ...
TAUT Research Program
v Monthly Survey – Online (15 minutes)
v Stratified Random Sample of Mobile Users (n=400)
v Smart Ph...
n Most Consumers Unfamiliar with Tablets
                                          Awareness of Tablets
           Never h...
n Over Half Interested in Purchasing a Tablet
                                Interest in Purchasing a Tablet
    Purchase...
n Tablet Benefits Have Wide Appeal
                                     Appeal of Tablet Benefits
          Durability - s...
n Top Anticipated Uses of Tablets
 Percentage Rating Activity as “1 of top 5” Tablet Uses
                                ...
n Price Thresholds for Tablets
  Prices Consumers Expect, Willing to Pay for Tablets
                                     ...
n Preferred Brands for Tablets
                                         Rate Brands for Tablets
              Apple       ...
Other Findings
v Consumers’ Preferences for Tablet Form Factors,
  Features and Connectivity (3G vs. Wi-Fi)
v Propensity t...
n Features Examined in TAUT Choice Modeling
    Feature                                                                  F...
n Illustrative Tablet Offers Examined
                                                                      Tablet Study -...
Thank You!

                     For More Information

     Dr. Phil Hendrix
     phil.hendrix@immr.org
     www.immr.org
...
About immr
Sweet Spot      New-to-Market (NTM)            Π   We help companies understand and capitalize on the crucial,...
Dr. Phil Hendrix – Bio
                            Dr. Phil Hendrix is the founder and director of immr, a research and co...
Experience
                                  Selected Clients with Whom We’ve Worked




                                 ...
Recent Publications
      Excerpts available at www.slideshare.net/pehendrix                                   Copies avai...
Participation in Recent and Upcoming Conferences
                          Workshop – Monetization                        ...
Upcoming SlideShare
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Tablets Market - Research presented at CTIA iPad and Tablets Conf. - Dr. Phil Hendrix immr 20101006

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Tablets Market - Research presented at CTIA iPad and Tablets Conf. - Dr. Phil Hendrix immr 20101006

  1. 1. If We Build it, Will They Come? TM Findings from TAUT (Tablet Adoption and Usage Tracking) October 6, 2010 Dr. Phil Hendrix, immr/GigaOm Pro iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010 Dr. Phil Hendrix
  2. 2. Acknowledgements Paradigm Sample v Innovative global sample company v Specializing in mobile, hard-to- reach audiences v Offer MobilePulseTM (real-time data collection capability) v Sima Vasa, CEO/Steve Dodge, VP iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010 Dr. Phil Hendrix
  3. 3. Agenda v What Drives Adoption of New Mobile Devices? v immr’s TAUTTM Research Program (Tablet Adoption and Usage Tracking) v Selected Findings – TAUT Research Oct. 2010 v Implications for OEMs, Operators, Developers v Forthcoming TAUT Research – Q4 iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010 Dr. Phil Hendrix
  4. 4. iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010 Dr. Phil Hendrix
  5. 5. iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010 Dr. Phil Hendrix
  6. 6. iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010 Dr. Phil Hendrix
  7. 7. iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010 Dr. Phil Hendrix
  8. 8. TAUT Research Program v Monthly Survey – Online (15 minutes) v Stratified Random Sample of Mobile Users (n=400) v Smart Phone and Feature Phone Users TAUT Measures Ø Device Profile Ø Device Usage Ø User Profile Tablets Ø Awareness Ø Exposure Ø Benefit Appeal Ø Expected Uses Ø Purchase Intent Ø Time Frame Ø Feature Preference Ø Brand Preference Ø Price Elasticity iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010 Dr. Phil Hendrix
  9. 9. n Most Consumers Unfamiliar with Tablets Awareness of Tablets Never heard of Tablets 6% Heard of, but know little about 36% 75% Somewhat familiar 33% Very familiar 19% Actually own a tablet 5% 0% 5% 10% 15% 20% 25% 30% 35% 40% Q: How familiar are you with Tablets? immr TAUT Survey | Oct. 2010 iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010 Dr. Phil Hendrix
  10. 10. n Over Half Interested in Purchasing a Tablet Interest in Purchasing a Tablet Purchase Tablet for yourself 26% 22% } 48% Purchase Tablet for spouse 18% 14% } 32% } Very Interested Purchase Tablet for child 10% 10% 20% Somewhat Interested 0% 10% 20% 30% 40% 50% 60% Q: Overall, how interested are you in purchasing a Tablet for yourself? For your Spouse? For your child(ren)? immr TAUT Survey | Oct. 2010 iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010 Dr. Phil Hendrix
  11. 11. n Tablet Benefits Have Wide Appeal Appeal of Tablet Benefits Durability - scratch-resistant screen 55 24 Screen size >> viewing websites, books 44 31 Instant-On - no "booting up" 46 27 Battery life - 6-10 hrs continuous usage 45 26 Fits into backpack, briefcase or purse 41 28 Can be held without getting tired 35 29 Can be placed in tight spaces 32 30 One-hand operation 25 26 Very Appealing Access to Apps in App Stores 25 21 Somewhat 0 10 20 30 40 50 60 70 80 90 Q: Compared to mobile phones and laptop PCs, Tablets offer a number of potential benefits. Rate the appeal to you immr TAUT Survey | personally of each benefit using a 1-5 scale ("Not Very Appealing" to "Very Appealing") Oct. 2010 iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010 Dr. Phil Hendrix
  12. 12. n Top Anticipated Uses of Tablets Percentage Rating Activity as “1 of top 5” Tablet Uses Access social networking sites 70% E-mail (check, read and send) 63% Look up information (movie times, weather, etc.) 56% Search on Search Engine 52% Look up directions or a map 48% Visit other websites on the Internet 47% Read news stories 46% Read e-books 42% Check bank, credit card, other financial account 42% Play games 38% Play music 29% Note: Slide updated 10/7/2010 0% 10% 20% 30% 40% 50% 60% 70% 80% Q: Think about the places, times and situations in which you might use a Tablet. From the list below, immr TAUT Survey | select and rank order the top 5 activities for which you would be most likely to use the Tablet. Oct. 2010 iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010 Dr. Phil Hendrix
  13. 13. n Price Thresholds for Tablets Prices Consumers Expect, Willing to Pay for Tablets $100 $200 $300 $400 $500 $600 $700 $800 $900 So Inexpensive Would $131 Question Quality p Such a Good Value Would $200 Definitely Buy p Starting to Get Expensive, $344 but Would Still Consider p So Expensive Would Not $498 Even Consider p $100 $200 $300 $400 $500 $600 $700 $800 $900 Q: At what price would you consider a Tablet ... a) to be so inexpensive that you would question its quality and immr TAUT Survey believability? b) to be such a good value that you would definitely buy it? c) start getting expensive, but would Oct. 2010 still be worth considering? d) so expensive that you would NOT even consider buying it?. iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010 Dr. Phil Hendrix
  14. 14. n Preferred Brands for Tablets Rate Brands for Tablets Apple 69 13 Dell 43 28 Microsoft 39 30 HP 37 34 Sony 29 41 Samsung 20 40 LG 20 43 HTC 19 19 RIM Blackberry 16 34 Acer 16 20 Toshiba 15 32 Motorola 14 35 ASUS 12 18 Ideal Lenovo 11 18 Nokia 8 27 Close to Ideal Sony Ericcson 6 30 0 10 20 30 40 50 60 70 80 90 Q: Suppose you were shopping for a Tablet. Of the brands listed below, identify your ideal brand(s) for a Tablet - immr TAUT Survey | the one(s) you most prefer; other brands that are close to your ideal, but not quite as preferred. Oct. 2010 iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010 Dr. Phil Hendrix
  15. 15. Other Findings v Consumers’ Preferences for Tablet Form Factors, Features and Connectivity (3G vs. Wi-Fi) v Propensity to Purchase with/without MNO Contract v Operating System (OS) Preferences v Where Consumers Are Apt to Buy v Time Frame for Purchasing v Market Opportunities Û Features x Price x Brand iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010 Dr. Phil Hendrix
  16. 16. n Features Examined in TAUT Choice Modeling Feature Feature Levels 1 Keyboard On-screen keyboard Physical keyboard 2 Screen Size 5" 7" 10" 3 Screen Type Capacitive Resistive 4 Screen Resolution 800 x 480 1024 x 768 1280 x 720 5 CPU (speed) 600MHz 1Ghz 1.66Ghz 6 RAM (MB) 256MB 512MB 1GB 7 Storage Type Hard Disk Drive Flash 8 Storage Size 2GB 4GB 16GB 32GB 9 MicroSD Slot - Capacity None 4GB 16GB 32GB 10 USB Slots None One 10 Connectivity Wi-fi 3G + Wi-fi 11 Webcam (megapixel) None 1.3Mp 12 Camera (for photos) None 3.2Mp 5.0Mp 8.0Mp 13 GPS Not included Included Yes 14 Adobe Flash Support Not included Included 15 Battery Life (hrs. - video playback) 4 hrs. 6 hrs. 8 hrs. 10 hrs. 16 Can be used as a Phone Not available Phone ready © immr TAUT Survey | Oct. 2010 17 USB Slots None One iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010 Dr. Phil Hendrix
  17. 17. n Illustrative Tablet Offers Examined Tablet Study - Illustrative Choice Set – M of M Features Model Tablet Study - Illustrative Choice Set - 1 of M 1Connectivity Wi-fi Features Model 2Brand/Operatingn System HP/ webOS 1Connectivity 3G + Wi-fi 3Keyboard Physical 2Brand/Operatingn System Samsung/Android (speed) 4CPU 1Ghz 3Keyboard Virtual On-screen (MB) 5RAM 512MB 4CPU (speed) 1.66Ghz 6Storage Type HDD 5RAM 1GB 7Storage Size 4GB 6Storage Type Flash 8MicroSD Slot - Capacity 4GB 7Storage Size 4GB 9Screen Size 10" 8MicroSD Slot - Capacity 2GB 10Screen Type Capacitive 9Screen Size 7" 11Screen Resolution 1024 x 768 10Screen Type Capacitive 12Webcam None 11Screen Resolution 1280 x 13Camera (for photos) 720 Likelihood ofNone Purchasing: 12Webcam Yes14GPS Yes 1Definitely Would Not ¡ 13Camera (for photos) None 15Adobe Flash Support 2Highly Unlikely No ¡ 14GPS No 16Battery Life 6 hrs. 3Probably Would Not ¡ 15Adobe Flash Support No 17Can Be Used as a Phone 450/50 No ¡ 16Battery Life 6 hrs. 18USB Slots 5Probably Would One ¡ 17Can Be Used as a Phone No 19Price (without contract) 6Highly Likely $475 ¡ 18USB Slots One 20Price (with contract) $150 7Definitly Would ¡ 19Price (without contract) $475 20Price (with contract) $150 © immr TAUT Survey | Oct. 2010 iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010 Dr. Phil Hendrix
  18. 18. Thank You! For More Information Dr. Phil Hendrix phil.hendrix@immr.org www.immr.org Twitter: phil_hendrix Slideshare: pehendrix +1 (770) 612-1488 iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010 Dr. Phil Hendrix
  19. 19. 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. 5 Permission granted to cite, copy and distribute with attribution
  20. 20. 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. 7 Permission granted to cite, copy and distribute with attribution
  21. 21. 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) 8 Permission granted to cite, copy and distribute with attribution
  22. 22. Recent Publications Excerpts available at www.slideshare.net/pehendrix Copies available at http://pro.gigaom.com/ 9 Permission granted to cite, copy and distribute with attribution
  23. 23. Participation in Recent and Upcoming Conferences Workshop – Monetization Apps vs. Web: The Fight For Models for Location, The Futurea Augmented Reality and Sept. 30, 2010 – San Francisco Context Servicesa April 28, 2010 – San Francisco Dealing With The Data If we build it, will they Tsunami: The Big Data Panela come? Consumer Demand June 23–24, 2010 – San Francisco and Preferences for Tablets in the iPad Erac Oct. 5, 2010 – San Francisco The Futures of Location-based WCA Presents: What’s Hot Servicesa about LBS?a The Future of Geo-loco Oct. 8, 2010 – San Francisco Investmenta July 21, 2010 – San Francisco Build Sustainable LBS Local at the Bleeding Edge + Business Models for 2011 and Making Money with Location- Beyonda Based Servicesa,b Sept. 14 – 15, 2010 – San Jose Nov. 3, 2010 – New York Trends and Numbers - Where Wireless Technology Forum – is It All Goingb Visions for 2011b Sept. 29-30, 2010 – New York Nov. 18, 2010 - Atlanta a b c Moderated session/panel Participating on Panel Presenting 10 Permission granted to cite, copy and distribute with attribution
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