Samsung competition to Apple, Sony to Nokia
 

Samsung competition to Apple, Sony to Nokia

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The Consumer Electronics industry is highly dynamic and fast-changing, fueled by rapid innovations and technological changes. Market research shows that the top ten players contribute to approximately ...

The Consumer Electronics industry is highly dynamic and fast-changing, fueled by rapid innovations and technological changes. Market research shows that the top ten players contribute to approximately 52% of the total market size. The industry has seen the rise and fall of many companies.

This report is an analysis to understand where SONY stands compared to SAMSUNG and identify the trends between the two brands. The product categories which we will be looking at are smart-phones and tablets.

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    Samsung competition to Apple, Sony to Nokia Samsung competition to Apple, Sony to Nokia Document Transcript

    • 1SONY Vs SAMSUNG: A Social Media Analysis Enable your organization to effectively implement social media concepts in to core business. functions. Simplify360 Social Media Management Copyrights 2012 Simplify360 Application for Social Business www.simplify360.com
    • 2 Consumer Electronics Industry Confidential“This document is solely for informational purposes. The contents of thisdocument are strictly confidential and contain proprietary information. Therecipients agree that they will use the information only for their own use andwill not divulge this information to any other party without In-Rev’s or any ofour affiliates prior written consent.”All rights, including IP and copyrights in the creative concepts, ideas, plans,drawings, logos, designs or other intellectual property in this document restwith In-Rev. No part of the same may be reproduced (including through anymodification / adaptation thereof), in any form or by any means whatsoeverunder penalty of law. Simplify360 Social Media Management Copyrights 2012 Simplify360 Application for Social Business www.simplify360.com
    • 3AbstractThe Consumer Electronics industry is highly dynamic and fast-changing,fueled by rapid innovations and technological changes. Market researchshows that the top ten players contribute to approximately 52% of the totalmarket size. The industry has seen the rise and fall of many companies.Due to the dynamic nature of the industry, it poses a great challenge for anyone company to stay on top. The evolving demands of consumers and therate of innovation from the companies have very interesting dynamics to addto this. In addition to this, the eco-system that drives the industry is widespread. Factors such as raw material costs, labor costs, economic conditionsand purchasing behavior of consumers play a vital role.Among the many players in the market, SONY is known for its high-endinnovations and designs, which seem to have inspired APPLE in many waysduring its early days. But in the present context, it is facing a huge challengeto keep up with innovations and market trends. The recent rise of SAMSUNGwhich has even given APPLE a tough time, simply beats every corner of themarket.This report is an analysis to understand where SONY stands compared toSAMSUNG and identify the trends between the two brands. The productcategories which we will be looking at are smart-phones and tablets.Note: The report is based on social media conversations. The brands chosen for theresearch were not commissioned by any organization. The research was carried out withthe sole intention of showcasing Simplify360 and the power of social media research.The keyword combinations used were: Sony with (Ericsson, Xperia, Tablets) and Samsung with(Galaxy, Note, Wave, Tablets, SII, SIII) Simplify360 Social Media Management Copyrights 2012 Simplify360 Application for Social Business www.simplify360.com
    • 4How many people talking about SONY and SAMSUNG?A snapshot of the conversations: Time Period : 12th July 2012 to 20th July 2012 No of social mentions : 218 K Unique Mentions : 100 K Average Mentions/Day : 24 K SAMSUNG MENTIONS: 159K SONY MENTIONS: 59K SAMSUNG has 60% more conversation than SONY. samsung sony Linear (samsung) Linear (sony) 19860 19834 19829 19847 19845 19799 19915 17745 8989 8696 8086 7525 7141 7274 5104 5457 Jul 12 Jul 13 Jul 14 Jul 15 Jul 16 Jul 17 Jul 18 Jul 19 Jul 20The above graph depicts the overall buzz trend for SONY and SAMSUNG during the timeperiod from 12th July 2012 to 20th July 2012. The graph shows SAMSUNG has by far higherconversations than SONY. In addition, the line trend for SAMSUNG is increasing at a higherrate than SONY. Simplify360 Social Media Management Copyrights 2012 Simplify360 Application for Social Business www.simplify360.com
    • 5Which Product is most talked about? 2% 1% 1% 2% 5% samsung galaxy 3% sony xperia 4% sony tablet samsung galaxy note 6% sony ericsson sii siii 9% ericsson and xperia 57% galaxy smartphone samsung tablet 10% galaxy tablet OthersThe overall conversation is dominated by the Samsung Galaxy series. More than 57% ofthe conversations out of the total conversations comprises of mentions of the Galaxyseries. This just shows the strength and effectiveness of SAMSUNG Galaxy series in themarket and the amount of buzz it has been able to generate due to its features and moreimportantly, it’s pricing strategy.How is SONY benchmarked with respect to SAMSUNG? Apple HTC Nokia Acer Google MotorolaSony 8% 26% 42% 4% 14% 7%Samsung 55% 17% 15% 5% 6% 2%Based on the occurrence of other brands in the conversations about SONY and SAMSUNG,we see that APPLE appears in around 55% of the conversations about SAMSUNG, where asin the case of SONY, its only 8%. Considering APPLE as the leader, SONY is way below thebenchmark compared to SAMSUNG. SONY is more closely compared with NOKIA with 42%of the conversations being about both of them. Simplify360 Social Media Management Copyrights 2012 Simplify360 Application for Social Business www.simplify360.com
    • 6What percentage of conversations is aboutSONY?With an average of 24K conversations per day, the type of conversations ranges frompromotional messages, feature requests, complains, experience. In overall conversations tracked, the conversations which mentioned only 1% SAMSUNG was around 72%, while 27% that for SONY was 27%. samsung sony Only 1% of the conversations had sonysamsung both the mentions of SONY and SAMSUNG. 72% This low percentage just shows the difference in the competitive landscape between the two brands. Some Conversations Examples SAMSUNG The distribution of the sentiment has 59% @kbanas im not far behind you. my samsung galaxy blarg is the worst, and im convinced that of positive mentions, 9% negative mentions all the preloaded crap isnt helping. and 32% neutral mentions. ------------------------------------------ @xoarianatorarmy android samsung galaxy aka the worst phone ever Neutral +ve -ve ------------------------------------------ hahahahaha x8 doesnt support ics. glad i didnt get that crap. worst xperia device from sony 7% after the x10. 9% 32% SONY 49% The distribution of audience sentiment 44% shows 7% negative mentions, 44% positive 59% mentions and 49% neutral mentions. Simplify360 Social Media Management Copyrights 2012 Simplify360 Application for Social Business www.simplify360.com
    • 7 How price sensitive are People? Consumer Electronics is a highly price sensitive industry where the purchasing trend is proportional to the pricing of the devices. Out of all the general conversations Complaints 2% about SAMSUNG and SONY, 7% of the conversations are related to pricing of the devices. Reliability 6% SAMPLE Conversations Pricing 7% ------------------------------------ @arvind_babu if youre buying an iphone then why dont you consider buying sony Availability 11% xperia s? iphone 4 costs around 35k and xperia s 29.9k? Features 22% ------------------------------------ @meisdonald @yominyo donald help me check sony xperia ray price can? Design 26% ------------------------------------ @soorajtpnlr @alsiladka tough question. Brand Loyalty 27% the sony xperia u is "okay" at best, and is in that price range. The chart and the sample conversations show that people are actively looking for better deals and pricing comparisons for the devices. The chart below shows that the distribution of the conversation types are very similar, besides the fact that DESIGN is being talked about much lesser for SONY, while for SAMSUNG conversations related to design comprises of 28%. sony samsung Note: Reliability is about basic device properties like battery life of the device. Complaints 1% Availability is about accessibility of the 3% product on Online or offline store. 6% Reliability 6% Brand Loyalty is about loyalty 12% Pricing 6% expressed by the customer about the product in terms of satisfaction and 15% Availability 11% experience.28% Features 20% 11% Design 28% 25% Brand Loyalty 27% Simplify360 Social Media Management Copyrights 2012 Simplify360 Application for Social Business www.simplify360.com
    • 8What are the most popular topics around SONY’s mobilebrands?Complaints: Current customers are eagerly seeking a replacement for their SONY XPERIA  @electrictype i recently replaced a sony xperia droid because it was caught in an infinite reboot loop. :/  @eoghananderson yeah. but at least your phone was half decent! mine was a sony ericsson mini and was terrible. id had 3 replacements xd  i cant wait to give my phone into repair to sony ericsson today. hey i am coming for youse ok.  i need a new phone. but i dont want (and i dont need) a smart phone. also, i want the replacement to be a sony ericsson as well.Reliability: Battery life is a major issue where customer have trouble with recharging thephone more than once in a day.  "what has been using the battery: 34% phone idle" fuckin android phone.. fuckin sony ericsson xperia.. fuckin technology..  0% battery means not yet empty battery for sony ericsson phones. makakarelate ka if you own one... :-p  @maloyjordan my battery is shit like on my sony ericsson, have to charge it up every fucking day, absolute nightmare  @vzwsupport i have the sony ericsson xperia play. no i havent tried a different battery yet though. it dies sooooo quick.the replacement to be a sony ericsson as well.Pricing: Prospective customers are seriously looking for price comparisons and for thebest deals.  @expansysuk would you price match the sony xperia s 32gb white with sonys website?  wat is the price of sony ericsson xperia x12..............???????  sorry. . . i want to know. . . how much price of sony xperia sola. . . @sonymobilekeAvailability: People want to know where can they buy the products, online and offline.  @jarirbookstore do u keep pouch or cover for sony tablet s?  a new sony smartphone is now available for pre-order in india via online retailer flipkart, the device is called xperia neo l.  a trio of sony mobiles newest xperia smartphones are now available in the u.s., but you wont find them in carrier stores.  if youre looking for an affordable yet capable android smartphone, heres one that has just arrived. the sony xperia neo l hits malaysian stores. Simplify360 Social Media Management Copyrights 2012 Simplify360 Application for Social Business www.simplify360.com
    • 9Features | Design | Brand Loyalty: Customers are mostly talking about support fordownloading apps, shape and size of the device and touch screen experiences.  got meself a sony ericsson mini pro xperia! it is soooo small!!!! it is the size of the palm of my hands!  the xperia ion is the first sony-branded smartphone to arrive in the u.s. it has a 4.55-inch, 1280 by 720 hd lcd screen. thats pretty good, but its not the best. though you can run apps and watch movies and be satisfied, there are times ...  back with my lovely sony ericsson and all its 12 buttons to type, miss the full keyboard:(  i love my sony ericsson jalou : ( everyone comments on how tiny/cute it is. but i realise im one of about 5 people without touchscreen  @noursaid_ i was thinking about the sony xperia arc s.. the one x is awesome bas i dont like the designWhat are the most popular topics around SAMSUNG’smobile brands?Features | Design | Brand Loyalty: Customers are really enjoying the touchscreenexperience with the SAMSUNG smartphone product lines, along with the Galaxy Note. Theslogan “Designed for Humans” really seems to have been received quite well by thepeople.  samsung galaxy y s3560 has best touch screen and android  @breve711 my samsung galaxy is da bomb diggity! lol but i do have a love/hate relationship with my touch screen when texting and/or tweeting  @samsungmobileke the samsung galaxy s3 #galaxys3ke has the best screen  can i just say how much i love the swipe keyboard on my new samsung galaxy s3! kick awesome!  i can say i now finally love a touch screen, samsung galaxy y... i just wish the camera had a flash and more mps hahaha  i was ready to jump on the iphone train but, samsung galaxy s3.. ooh la la you sexy over sized plastic bitch.. im in loveComplaints and Reliability  buyers beware: new 32gb samsung galaxy siii delivered today does not even power up but @verizon cannot replace same for 3 weeks  "@yaseentheba: wanna hear a joke? the samsung galaxy s3 battery life!" i was going to buy one...☹  my samsung galaxy s3s battery lasts me an entire full day. amazing.  rt @cyrusville: samsung galaxy siii is made for humans but the battery is made for birds Simplify360 Social Media Management Copyrights 2012 Simplify360 Application for Social Business www.simplify360.com
    • 10Pricing: The Samsung product lines are also quite well known for their economical pricing.  samsung galaxy s3 price drop - cheapest on the high street, 489.99, sim free - brand new  samsung galaxy s2 vs the s3. anyone got any 1st hand experience? the difference in contract price is staggering! #samsung #galaxy  samsung galaxy nexus price dropped ! :)  samsung galaxy tab 2 7.0 and 10.1 on sale at costco. spotted over the weekend its selling for less than retail price.Strategy of launching a product with reasonable prices and powerful new phones at thesame time is generating more buzz around SAMSUNG, whereas people talking aboutSONY phones have mixed reviews and uncertainty.How can SONY tackle social media buzz?The first step is to understand where these conversations are taking place and who arethe people talking about the brands. Are they customers or analysts? Then, it is importantto identify the popular blogs or forums where there is more buzz around electronicdevices. This will help in making a targeted and better focused media plan. samsung sony 1363 368 268 233 173 58 23 33 69 8 107 67 18 2 Blogs Customsite Discussions Facebook Flickr News Video TWITTER is by far the most engaged platform 155808 where there are lots of conversations around the brands. This is followed by Facebook and 57890 Blogs. Twitter Simplify360 Social Media Management Copyrights 2012 Simplify360 Application for Social Business www.simplify360.com
    • 11How often do people talk on Twitter? 70 Population of People 60 50 40 SONY 30 SAMSUNG 20 10 Number of times 0 mentioned 0 10 20 30 40 50 60 70The graph above shows the number of times SONY and SAMSUNG were talked about withrespect to the number of people. It shows that for both the brands, the number of uniquepeople mentioning the brands less than 10 times is greater than number of people talkingabout the brands most often. This is a common trend in the industry where thepopulation is usually divided into enthusiasts and the general public. 70% Out of a total of 101K unique Twitter profiles, 70% were talking exclusively about SAMSUNG, where as only 24% were talking about SONY. 6% were talking about both the brands. 24% This shows that SONY like any other consumer electronics brand has full 6% potential to reach out to the remaining population to talk about their brand and SONY BOTH SAMSUNG convert people into loyal brand ambassadors. Graph of percentage of unique Twitter profiles talking about Brands. Simplify360 Social Media Management Copyrights 2012 Simplify360 Application for Social Business www.simplify360.com
    • 12What are the demographics of these people?Demographics of profiles talking about SONY Age Distribution Gender Distribution 92% 85% 15% 8% 0% 0% 13-25 26-35 36-45 45+ Top Countries Profile of Blogs Around 48% of blogs, discussion forums United States 10% and news sites mentioning the brand have Japan 7% a Google Page rank between 4 and 6. UK 6% Indonesia 5% China 2% Russia 2% India 2% Colombia 2% Spain 1% Netherlands 1% Others 62% Simplify360 Social Media Management Copyrights 2012 Simplify360 Application for Social Business www.simplify360.com
    • 13SummaryFollowing are the key takeaways from the social media analysis of SONY and SAMSUNG.  General Industry buzz of Consumer Electronics Brands is much higher with an average of 24K mentions per day.  People usually share their reviews and experiences with the products. Also provide information to prospective customers.  SAMSUNG has 60% more conversations than SONY, which depicts the struggling brands.  In terms of Benchmarking, SONY is way below SAMSUNG and closely associated with NOKIA.  The analysis shows price sensitive audiences who are actively seeking out information for their new devices and keenly following the trends in the new product launches and price drops.About Simplify360Simplify360 enables organizations to effectively implement social media concepts in to corebusiness functions. Powered by Simplify360 AnalyticsTM, it extends a sophisticated anduser-friendly environment to realize value via actionable intelligence.To know more about Simplify360 visit: www.simplify360.com Simplify360 Social Media Management Copyrights 2012 Simplify360 Application for Social Business www.simplify360.com
    • 14Simplify360Social Media Management Copyrights 2012 Simplify360Application for Social Business www.simplify360.com