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Copyright © 2015 Argus Insights, Inc. 1
John Feland, CEO
12 May 2015
Overcoming Barriers to Consumer
Adoption of Vision-en...
Copyright © 2015 Argus Insights, Inc. 2
(Really) Brief Intro to Argus Insights
COLLECT REPORTANALYZE TAKE ACTION
Actual Sa...
Copyright © 2015 Argus Insights, Inc. 3
Devices That See Are Appearing Everywhere
Copyright © 2015 Argus Insights, Inc. 4
Vision Pipeline for Consumers
Collect
Images and
Videos
Do
Something
Useful
Copyright © 2015 Argus Insights, Inc. 5
Consumer Journey to Vision Enabled Bliss
Buying Learning Using Succeeding
Consumer...
Copyright © 2015 Argus Insights, Inc. 6
What We Have Here is a Failure to Communicate
What We Say To Users
What Users Hear
Copyright © 2015 Argus Insights, Inc. 7Share of mind leads share of marketShare of mind leads share of market
How Technolo...
Copyright © 2015 Argus Insights, Inc. 8Share of mind leads share of marketShare of mind leads share of market
How Consumer...
Copyright © 2015 Argus Insights, Inc. 9Share of mind leads share of marketShare of mind leads share of market
So Much Data...
Copyright © 2015 Argus Insights, Inc. 10
Demand for RealSense Enabled Products Is Slow
Consumer interest
in laptops and
ta...
Copyright © 2015 Argus Insights, Inc. 11
Demand for RealSense Enabled Products Is Slow
RealSense
enabled laptops
attract m...
Copyright © 2015 Argus Insights, Inc. 12
Consumer Perception of RealSense Related Vision
and Imaging Capabilities
• RealSe...
Copyright © 2015 Argus Insights, Inc. 13
Security Camera Demand is Slacking After Holidays
D-Link
Dropcam
NetGear
Foscam
S...
Copyright © 2015 Argus Insights, Inc. 14
• “Light Switch” simple installation is key for successful adoption
• Even produc...
Copyright © 2015 Argus Insights, Inc. 15
• Recording and reusing content complaints show pipeline is incomplete
• Event de...
Copyright © 2015 Argus Insights, Inc. 16
• Consumers need help sorting through hours of content
• Event, face, family, pet...
Copyright © 2015 Argus Insights, Inc. 17
Vision Technologies are Not Changing the
Fortunes of HTC, They Need Your Help
HTC...
Copyright © 2015 Argus Insights, Inc. 18
• Vision technologies need marketing help to differentiate
experiences
• Battle h...
Copyright © 2015 Argus Insights, Inc. 19
• HTC’s depth sensor perceived better than RealSense but not
enough to persist on...
Copyright © 2015 Argus Insights, Inc. 20
Consumer Journey to Vision Enabled Bliss
Buying Learning Using Succeeding
Consume...
Copyright © 2015 Argus Insights, Inc. 21
• Vision technology providers have to be responsible for entire experience
pipeli...
Copyright © 2015 Argus Insights, Inc. 22
• Consumers need a complete vision pipeline to make full use of
capabilities
• Na...
Copyright © 2015 Argus Insights, Inc. 23
Questions?
http://www.argusinsights.com Twitter: @argusinsights
1-877-992-7487 sa...
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"Overcoming Barriers to Consumer Adoption of Vision-enabled Products and Services," a Presentation from Argus Insights

For the full video of this presentation, please visit:
http://www.embedded-vision.com/industry-analysis/video-interviews-demos/overcoming-barriers-consumer-adoption-vision-enabled-produc

For more information about embedded vision, please visit:
http://www.embedded-vision.com

John Feland, CEO and Founder of Argus Insights, presents the "Overcoming Barriers to Consumer Adoption of Vision-enabled Products and Services" tutorial at the May 2015 Embedded Vision Summit.
Visual intelligence is being deployed in a growing range of consumer products, including smartphones, tablets, security cameras, laptops (especially with Intel’s RealSense push), and even smartwatches. The demos are always cool. But does vision work for regular consumers? Do consumers see vision as a value add or just another feature to be ignored?
In this talk, John investigates the best and worst of consumer product embedded vision implementations as told by real consumers, based on Argus Insights’ extensive portfolio of consumer data. John examines where current products fall short of consumers’ needs. And, he illuminates successful implementations to show how their vision capabilities create value in the lives of consumers. Case studies will include examples from Dropcam, Intel RealSense, HTC’s M8, and vision-enabled drones such as the DJI Phantom 2 Vision+.

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"Overcoming Barriers to Consumer Adoption of Vision-enabled Products and Services," a Presentation from Argus Insights

  1. 1. Copyright © 2015 Argus Insights, Inc. 1 John Feland, CEO 12 May 2015 Overcoming Barriers to Consumer Adoption of Vision-enabled Products and Services
  2. 2. Copyright © 2015 Argus Insights, Inc. 2 (Really) Brief Intro to Argus Insights COLLECT REPORTANALYZE TAKE ACTION Actual Sales/Returns for Specific Handset Predicted Sales Using Argus Metrics from 8 weeks prior Eight Weeks Predicting Adjusted R2 = 87.8% p-value = 4.547E-22 HandsetUnit Sales/Returns
  3. 3. Copyright © 2015 Argus Insights, Inc. 3 Devices That See Are Appearing Everywhere
  4. 4. Copyright © 2015 Argus Insights, Inc. 4 Vision Pipeline for Consumers Collect Images and Videos Do Something Useful
  5. 5. Copyright © 2015 Argus Insights, Inc. 5 Consumer Journey to Vision Enabled Bliss Buying Learning Using Succeeding ConsumerPerceptionsoftheExperience Elation of Anticipation Habit Forming Sock Drawer/ DropBox Long (or Short) Drive to Mastery Euphoria of Achievement
  6. 6. Copyright © 2015 Argus Insights, Inc. 6 What We Have Here is a Failure to Communicate What We Say To Users What Users Hear
  7. 7. Copyright © 2015 Argus Insights, Inc. 7Share of mind leads share of marketShare of mind leads share of market How Technologist View the Consumer Learning Curve
  8. 8. Copyright © 2015 Argus Insights, Inc. 8Share of mind leads share of marketShare of mind leads share of market How Consumers View Their Learning Curve
  9. 9. Copyright © 2015 Argus Insights, Inc. 9Share of mind leads share of marketShare of mind leads share of market So Much Data, So Little Time…
  10. 10. Copyright © 2015 Argus Insights, Inc. 10 Demand for RealSense Enabled Products Is Slow Consumer interest in laptops and tablets swamps RealSense launch RealSense products drive little consumer engagement
  11. 11. Copyright © 2015 Argus Insights, Inc. 11 Demand for RealSense Enabled Products Is Slow RealSense enabled laptops attract more attention Dell Venue Drives Little Interest
  12. 12. Copyright © 2015 Argus Insights, Inc. 12 Consumer Perception of RealSense Related Vision and Imaging Capabilities • RealSense is an incomplete experience for consumers • Novelty is overshadowed by core imaging needs by consumers • Beyond making personal action figures, no complete experience pipeline RealSense Promises Much But Fails to Delight
  13. 13. Copyright © 2015 Argus Insights, Inc. 13 Security Camera Demand is Slacking After Holidays D-Link Dropcam NetGear Foscam Swann D-link commands the most mindshare Dropcam saw little growth over holidays
  14. 14. Copyright © 2015 Argus Insights, Inc. 14 • “Light Switch” simple installation is key for successful adoption • Even products known for simple installation and use disappoint consumers • Location of camera, connectivity, and feature configuration all create stumbling blocks for new camera owners Vision Benefits Are Never Realized If The Product Is Never Used!
  15. 15. Copyright © 2015 Argus Insights, Inc. 15 • Recording and reusing content complaints show pipeline is incomplete • Event detection and app integration improvements are critical for content ‘hoarders’ to make the best use of their data • Cloud services are interesting to consumers but need support in curation Bits On Recording, Cloud, Etc.
  16. 16. Copyright © 2015 Argus Insights, Inc. 16 • Consumers need help sorting through hours of content • Event, face, family, pet detection all become important opportunities • Tied to cloud services and app based alerts, cute is as important as crook Motion and Event Detection is a Killer App, But Not Yet Implemented Broadly Well
  17. 17. Copyright © 2015 Argus Insights, Inc. 17 Vision Technologies are Not Changing the Fortunes of HTC, They Need Your Help HTC continues to lose market momentum to other handset manufacturers New HTC M9 has not added more demand than the M8 is losing
  18. 18. Copyright © 2015 Argus Insights, Inc. 18 • Vision technologies need marketing help to differentiate experiences • Battle has shifted from quantity (megapixels) to quality (ultrapixels) but consumers do not yet understand how to value Advanced Vision Tech Transparent to Users Even selfies are mentioned by just a fraction of consumers Selfies drive more interest than most enabling technologies Sufficiently advanced technology is magic to consumers
  19. 19. Copyright © 2015 Argus Insights, Inc. 19 • HTC’s depth sensor perceived better than RealSense but not enough to persist on M9 • Vision enhancements to basic imaging drive the most impact to smartphone user experience Depth Sensor on HTC One M8 Delighted Few Consumers Less than 1% of HTC consumers even mention Depth Sensing Benefits Image stabilization is a clear delighter Lack of refocus interest hints towards Lytro’s challenges in adoption
  20. 20. Copyright © 2015 Argus Insights, Inc. 20 Consumer Journey to Vision Enabled Bliss Buying Learning Using Succeeding ConsumerPerceptionsoftheExperience Elation of Anticipation Habit Forming Sock Drawer/ DropBox Long (or Short) Drive to Mastery Euphoria of Achievement What Users Hear
  21. 21. Copyright © 2015 Argus Insights, Inc. 21 • Vision technology providers have to be responsible for entire experience pipeline • Connectivity continues to be the Achilles heel of any vision enabled consumer experience • Seeing is not enough, consumers must be able to take clear action based on what vision systems provide • Every vision technology needs to be “light switch” simple to set up and use for consumers • Solutions to data hoarding problem should drive next phase of innovation Lessons Learned Regarding Consumer Adoption of Vision Technologies
  22. 22. Copyright © 2015 Argus Insights, Inc. 22 • Consumers need a complete vision pipeline to make full use of capabilities • Narrow new vision capabilities based on “should” rather than “could” • IoT Cameras need better and more varied event detection and notification for consumers • Technology companies can help OEM’s drive a consumer focus instead of technology spec focused value proposition to drive adoption and revenue Wish List From Consumers…
  23. 23. Copyright © 2015 Argus Insights, Inc. 23 Questions? http://www.argusinsights.com Twitter: @argusinsights 1-877-992-7487 sales@argusinsights.com Sign up for a free newsletters at http://argusinsights.com/evs2015

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