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Mobile Phone Industry Report July 2013
Mobile Phone Industry Report July 2013
Mobile Phone Industry Report July 2013
Mobile Phone Industry Report July 2013
Mobile Phone Industry Report July 2013
Mobile Phone Industry Report July 2013
Mobile Phone Industry Report July 2013
Mobile Phone Industry Report July 2013
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Mobile Phone Industry Report July 2013

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Using Radian6 we scanned over 300,000 mentions on Twitter to better understand what the Filipino public think about the mobile phone market across the month of July. …

Using Radian6 we scanned over 300,000 mentions on Twitter to better understand what the Filipino public think about the mobile phone market across the month of July.

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  • 1. A Social Media Report on the MOBILE PHONE industry in the Philippines July 2013 Author: Robin Leonard
  • 2. 2 Copyright  ©  2013  AllFamous  Inc.   EXECUTIVE  SUMMARY   Using  Radian6  we  scanned  over  300,000  menJons  on  TwiKer  to   beKer  understand  what  the  Filipino  public  think  about  the  mobile   phone  market  across  the  month  of  July.     iPhone  dominated  Share  of  Voice  as  both  a  brand  (40%)  and   specific  handset  (77%).       Blackberry  had  the  most  emoJon  amongst  all  social  media   menJons,  either  posiJvely  (13.5%)  or  negaJvely  (4.6%).  This   indicates  a  greater  %  of  people  are  either  highly  loyal  to   Blackberry,  or  dislike  Blackberry,  compared  to  other  brands.     The  most  posiJvely  talked  about  phone  is  the  Samsung  Note  II,  of   which  25%  of  all  menJons  were  posiJve,  and  only  0.5%  negaJve.     A  variety  of       The  phone  that  enjoyed  the  most  intent  to  buy  menJons  was  the   Blackberry  Curve,  this  may  be  due  to  discount/quick  sale  prices  of   feature  phones  in  the  market,  as  smart  phone  prices  conJnue  to   reduce.     iPhone  Men)ons   Most  of  the  menJon  volume  for  iPhones  was  due  to  a  game  that   auto  tweets  achievements,  there  was  also  a  peak  during  pay  days,   indicaJng  that  people  are  making  in-­‐game  purchases  and   becoming  more  acJve  during  these  Jmes.     Samsung  Men)ons   There  was  a  Globe  GCASH  promoJon  on  18  July  that  saw  an   increase  in  menJons  by  350%.     METHODOLOGY   We  used  Radian6  which  is  an  enterprise  grade   social  listening,  analyJcs  and  engagement   plaeorm  to  perform  this  research.     Our  approach  was  to  setup  several  Topic  Profiles   (keyword  structures)  around  the  Mobile  Phone   industry  within  the  Philippines.     IniJally  we  scanned  for  the  top  7  most   menJoned  Mobile  Phone  Brands.  Afer  a  basic   scan  on  these  brands,  including  volume,   senJment,  frequency,  and  language,  we  focused   Category   Brand   Most  Talked   About  Brand   Most  Posi)ve   Brand   Most  Nega)ve   Brand   Most  Talked   About    Phone   Most  Posi)ve   Phone   Most  Wanted   Phone   Most  Amused   Users   Angriest  Users   Happiest  Users   on  the  top  three  brands  and  performed  a  deep   dive  study  on  each  to  find  out  how  they  compare   in  terms  of  handsets,  mobile  networks,  common   issues,  emoJons,  operaJng  systems  and  buying   intent.     The  senJment  is  calculated  using  the  default   Radian6  senJment  algorithm.  This  is  not  capable   of  understanding  Tagalog,  so  the  senJment  is   indicaJve  only.    Other  types  of  analysis  (e.g.)   emoJon,  has  been  formulated  using  various   related  keywords  that  would  define  an  emoJon.   Blackberry  Men)ons   There  was  one  spike  caused  by  the   SwapnSwitch  promoJon  on  July  16.   This  caused  1,500  menJons  in  one  day,   3x  the  average  daily  volume  for  the   month.    
  • 3. 3 Copyright  ©  2013  AllFamous  Inc.   INTRODUCTION   Social  media  empowers  the  public  to  have  their  say   on  brands  they  buy  from,  or  have  an  experience   with.    Using  Radian6  we  scanned  over  300,000  social   menJons  over  the  last  30  days  to  understand  what   people  are  saying  about  mobile  phones  for  the   following  topics:   •  Mobile  Phone  brands   •  Mobile  Handsets   •  Preferred  Networks   •  Common  Phone  Issues   •  Mobile  OperaJng  Systems   •  Mobile  Phone  Buying  Intent     TOP  7  MenJoned  Mobile  Brands   Out  of  the  top  seven  most  talked  about  mobile   phone  brands,  iPhone  had  the  majority  Share  of   Voice  with  40%  of  all  menJons  including  “iPhone”.   Second  most  talked  about  brand  is  Samsung  with   32%  then  Blackberry  with  15%.     There  were  16%  more  menJons  in  July,  compared  to   June  2013.     Blackberry  had  both  the  most  posiJve  (13%),  and  the   most  negaJve  (5%)  menJons.  This  indicates  that   people  are  either  passionately  for  or  against  the   product,  than  neutral,  compared  to  other  brands.     The  second  most  posiJvely  talked  about  brand  was   MyPhone  (11%),  then  Samsung  and  iPhone  drawn  in   third  place  with  9%.     The  average  person  that  menJoned  a  phone  brand,   menJoned  the  same  brand  2.2  Jmes  in  the  last  30   days.    Samsung  had  the  most  engaged  audience  who   tweeted  an  average  of  2.9  Jmes  per  person.     Overall  74%  of  all  menJons  were  in  English,  and  17%   in  Tagalog.  The  remainder  foreign  languages.             English  was  spoken  mostly  when  Nokia  was  being   talked  about  (82%),  then  HTC  (81%)  and  Samsung   (80%).  Tagalog  was  spoken  mostly  when  MyPhone   was  menJoned  (28%),  then  Blackberry  (21%)  then   Cherry  Mobile  (21%).   Most  Men)oned  Phone  Brands   Top  7  Most  Posi)vely  Talked  About  Brands   Top  7  Most  Nega)vely  Talked  About  Brands  
  • 4. Brand   Posi)ve   Nega)ve               Hotel   Men)ons   Share  of  Voice   Sen)ment     44,744       40.08%     9.15%  (+ve)   4.10%  (-­‐ve)     35,920       32.18%     13.87%  (+ve)   2.15%  (-­‐ve)     17,150     15.36%     13.46%  (+ve)   4.61%  (-­‐ve)     4 Copyright  ©  2013  AllFamous  Inc.   FOCUS  STUDY  OF  THE  TOP  3  BRANDS   Because  there  were  a  lot  of  results,  the  remainder  of  this  report  will   focus  on  the  top  3  mobile  brands,  based  on  menJon  volume.  This  is   iPhone  (44,744),  Samsung  (35,920)  and  Blackberry  (17,150).   Marriot   We  compared  how  posiJvely  or  negaJvely   different  networks  were  talked  about  in  the   context  of  the  top  3  mobile  phone  brands.     The  most  posiJvely  talked  about  network  for   Blackberry  is  Globe,  and  most  least  favored  is   Smart.  iPhone  both  praised  and  complained   about  Smart  the  most.  Samsung  menJons   favored  Sun,  and  were  most  negaJve  toward   Smart.     Smart  was  the  most  negaJvely  talked  about   network  in  the  context  of  the  top  3  mobile   brands.   40%   32%   15%   13.40%(+ve)   4.11%(-ve)   12.82%(+ve)   4.27%(-ve)   28.57%(+ve)   2.53%(-ve)   Most  Preferred  Network  by  Brand  
  • 5. 5 Copyright  ©  2013  AllFamous  Inc.   MOST  TALKED  ABOUT  HANDSET   The  most  talked  about  handset  is  the  iPhone,  which   dominated  with  69%  Share  of  Voice,  against  other  handsets   within  the  top  three  brands  Apple,  Samsung  and  Blackberry.     Samsung  Galaxy  was  the  third  most  menJoned  handset   followed  by  Samsung  Galaxy  S4,  then  Note  2,  then  S3.    It  is   likely  that  Samsung  Galaxy  menJons  are  not  mutually   exclusive.     MOST  LIKED  HANDSET   The  most  posiJvely  talked  about  handset  was  the  Samsung   Galaxy  Note  II  (25%).  The  second  most  posiJvely  talked  about   handset  is  the  Samsung  Galaxy  S4  (24%)  then  Blackberry  Z10   (15%).     The  most  negaJvely  talked  about  handset  is  the  Samsung   Galaxy  SIII  (4.2%),  then  the  iPhone  (4.1%),  then  Blackberry   Z10  (3.7%).   HANDSET  INTENT  TO  BUY     Blackberry  Curve  had  the  highest  %  of  people  talking  about   buying  or  selling,  compared  to  the  total  number  of  menJons,   second  being  Blackberry  Bold.     The  increased  sales/buy  acJvity  of  these  two  feature  phones   may  be  due  to  the  recent  proliferaJon  of  smart  phones  in  the   market,  and  the  increased  volume  of  old  “feature  phone”   stock  being  sold  at  discounted  prices.   iPhone     Galaxy   S4   The  most  talked  about   handset  is  the  iPhone   “ ” The  most  posi3vely  talked   about  handset  was  the   Samsung  Galaxy  Note  II   “ ” Blackberry  Curve   Blackberry  Bold   Samsung  S3   Blackberry  Z10   Samsung  Galaxy   iPhone   Samsung  Note  II   Samsung  S4   Increased  volume  of  old   “feature  phone”  stock   being  sold  at  discount   “ ”
  • 6. Brand   Good   Bad               6 Copyright  ©  2013  AllFamous  Inc.   MOST  COMMON  PHONE  ISSUES   MenJons  of  all  phones  showed  that  baKery  life   was  more  talked  about  than  any  other  common   phone  issue.  Blackberry  had  the  worst  raJo  of   baKery  related  menJons  (2.2%  of  all  menJons  are   baKery  related),  iPhone  had  (0.8%)  and  Samsung   was  the  lowest  with  0.5%.         iPhone  had  the  best  least  menJons  of  signal   problems  and  Blackberry  had  no  reports  of  broken   or  cracked  screens.   EMOTIONS  AND  BRANDS   This  analysis  looks  at  the  different   emoJons  associated  with  the  menJons  of   each  brand.         The  most  amused  commenters  were   Blackberry  with  80.7%  of  all  emoJon   related  menJons.           The  highest  %  of  angry  menJons  related   to  iPhone  (1.7%),  and  the  most  annoyed   were  Blackberry  (1.6%).  The  saddest  raJo   of  menJons  were  for  Blackberry  (3.9%).     The  happiest  menJons  were  for  Samsung   (16.2%)  and  the  most  romanJc  were   Blackberry  (1.2%).     NOTE:  The  %  is  the  raJo  of  menJons  with   a  parJcular  emoJon,  to  all  emoJon   related  menJons.   BaCery  life  is  more  talked   about  than  any  other  issue   “ ” The  highest  %  of  angry   men3ons  related  to  iPhone   “ ” 0%   2.2%   0.8%   0.5%   0.02%   0.01%   Emo)on   iPhone   Samsung   Blackberry   Amused   77.7%   77.2%   80.7%   Angry   1.7%   1.6%   0.9%   Annoyed   1.3%   1%   1.6%   Happy   15.5%   16.2%   11.7%   Sad   3%   3.1%   3.9%   RomanJc   0.8%   0.9%   1.2%   Amused     Blackberry     Word  Cloud   The  happiest  men3ons   were  for  Samsung   “ ” Angry     iPhone   Word  Cloud  
  • 7. 7 Copyright  ©  2013  AllFamous  Inc.   IPHONE  TREND  ANALYSIS   There  are  two  spikes  in  the  menJon  of  iPhone,  both   seeming  to  coincide  on  pay  day  (for  bi-­‐monthly  paid  staff).     Key  causes  for  both  these  spikes  are  an  increased  level  of   acJvity  in  iPhone  games  that  auto  tweet  for  game   achievements.    There  were  also  several  viral  tweets  (funny   quotes)  that  went  viral.     On  July  16  there  was  a  trending  story  about  a  Chinese   woman  that  died  from  her  charging  iPhone.   SAMSUNG  TREND  ANALYSIS   On  July  18,  a  promoJon  was  launched  with  Globe  GCASH   where  subscribers  can  win  up  to  1  million  pesos,  as  well  as   prizes  of  Samsung  Galaxy  S4  and  other  Samsung  mobiles.     This  promoJon  increased  average  daily  tweets  by  350%.   BLACKBERRY  TREND  ANALYSIS   On  July  16  Blackberry  announced  a  “SwapnSwitch”   promoJon  where  customers  were  encouraged  to  take   their  phones  to  specific  locaJons  and  swap  them  for   new  models.    This  caused  a  one  day  spike  of  over  1,500   menJons,  3x  the  volume  they  would  normally  see.   The  GCASH  promo3on   increased  average  daily   tweets  by  350%   “ ” On  July  16  Blackberry   announced  a  “SwapnSwitch”   promo3on   “ ”
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