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Brand can destroy or resurrect the
experience
     Tales from
RIM’s Uncanny Valley
Blackberry + Touchscreen != iPhone

                                                                                                                           30.0
                     1




                                                                                                                                % change in RIM shipments quarter over quarter
                          Experience Landscape



                                    RIM shipments
Cumulative Delight




                                iPhone (Gen.1)



                                                                                  Blackberry
                                                                                    Storm


                                                             iPhone 3G

                     -1                                                                                                   0.0



                                                                                                                  Retail Launch

                                                    © 2012 Argus Insights, Inc. Confidential: Do Not Distribute                 Page 3
TouchPad and iPad, summer of love and hate
Worst Launch and Best Recovery of 2011




                © 2012 Argus Insights, Inc. Confidential: Do Not Distribute   Page 5
Nokia vs. Apple
Nokia reenters the US market with two brand stories

                     350


                     300


                     250
                             Beta Test Campaign
Number of Mentions




                     200     Amazing Everyday Campaign


                     150


                     100


                      50


                      0




                                             © 2012 Argus Insights, Inc. Confidential: Do Not Distribute   Page 7
News of data access bug did little to dampen campaign
                     1200

                     1000
Number of Mentions




                                   Beta Test Campaign
                     800
                                   Amazing Everyday Campaign
                     600           Data Services Bug

                     400

                     200

                       0




                     • Though the response to the data services bug was
                       significant, the impact was short lived
                     • Nokia’s response dampened concerns quickly
                                        © 2012 Argus Insights, Inc. Confidential: Do Not Distribute   Page 8
“Beta Test” shows up four times (4X) more than “amazing
everyday” in customer reviews for Lumia smartphones

7 Apr 2012 – “you will never feel having same phone everyday because it is
amazing everyday”

Vs.

12 Apr 2012 – “ For people who wants to stick with iPhones and Androids - 'So
long beta testers!’”
18 Apr 2012 – “super smartphone does everything including RUNS MS Office! The
beta test is over.”
25 Apr 2012 – “Those new TV ads are right -- every other phone looks and feels
like it was a beta test after you use one of these.”
24 May 2012 – “Great speeds both on 4G and on my wireless. Glad the mobile
phone beta test is over!”

Not only does the Beta Test campaign show up more but the impact is still
resonating with consumers well after the launch

                          © 2012 Argus Insights, Inc. Confidential: Do Not Distribute   Page 9
What about the launch? Turns out Siri was right!




•   Analysis of verified customer responses shows Lumia 900 to be the highest rated
    Smartphone in North America
•   Other Lumia launches did well but the 900 made both a bigger splash and has
    staying power
*Size of bubble is buzz volume, height of bubble is market delight
                                  © 2012 Argus Insights, Inc. Confidential: Do Not Distribute   Page 10
Lumia 900 launch bests every iPhone launch since 3G




•     When compared to most all other iPhone launches, the Lumia 900 comes out on top
•     Delight is amplified when customer expectations are met or exceeded, meaning that
      the brand story and product experience align
•     “Beta Test” not only drove increased awareness but set customer expectations
      perfectly for product release
    *Size of bubble is buzz volume, height of bubble is market delight, as measured days from product release
                                      © 2012 Argus Insights, Inc. Confidential: Do Not Distribute               Page 11

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Argus snapshots for d3

  • 1. Brand can destroy or resurrect the experience Tales from
  • 3. Blackberry + Touchscreen != iPhone 30.0 1 % change in RIM shipments quarter over quarter Experience Landscape RIM shipments Cumulative Delight iPhone (Gen.1) Blackberry Storm iPhone 3G -1 0.0 Retail Launch © 2012 Argus Insights, Inc. Confidential: Do Not Distribute Page 3
  • 4. TouchPad and iPad, summer of love and hate
  • 5. Worst Launch and Best Recovery of 2011 © 2012 Argus Insights, Inc. Confidential: Do Not Distribute Page 5
  • 7. Nokia reenters the US market with two brand stories 350 300 250 Beta Test Campaign Number of Mentions 200 Amazing Everyday Campaign 150 100 50 0 © 2012 Argus Insights, Inc. Confidential: Do Not Distribute Page 7
  • 8. News of data access bug did little to dampen campaign 1200 1000 Number of Mentions Beta Test Campaign 800 Amazing Everyday Campaign 600 Data Services Bug 400 200 0 • Though the response to the data services bug was significant, the impact was short lived • Nokia’s response dampened concerns quickly © 2012 Argus Insights, Inc. Confidential: Do Not Distribute Page 8
  • 9. “Beta Test” shows up four times (4X) more than “amazing everyday” in customer reviews for Lumia smartphones 7 Apr 2012 – “you will never feel having same phone everyday because it is amazing everyday” Vs. 12 Apr 2012 – “ For people who wants to stick with iPhones and Androids - 'So long beta testers!’” 18 Apr 2012 – “super smartphone does everything including RUNS MS Office! The beta test is over.” 25 Apr 2012 – “Those new TV ads are right -- every other phone looks and feels like it was a beta test after you use one of these.” 24 May 2012 – “Great speeds both on 4G and on my wireless. Glad the mobile phone beta test is over!” Not only does the Beta Test campaign show up more but the impact is still resonating with consumers well after the launch © 2012 Argus Insights, Inc. Confidential: Do Not Distribute Page 9
  • 10. What about the launch? Turns out Siri was right! • Analysis of verified customer responses shows Lumia 900 to be the highest rated Smartphone in North America • Other Lumia launches did well but the 900 made both a bigger splash and has staying power *Size of bubble is buzz volume, height of bubble is market delight © 2012 Argus Insights, Inc. Confidential: Do Not Distribute Page 10
  • 11. Lumia 900 launch bests every iPhone launch since 3G • When compared to most all other iPhone launches, the Lumia 900 comes out on top • Delight is amplified when customer expectations are met or exceeded, meaning that the brand story and product experience align • “Beta Test” not only drove increased awareness but set customer expectations perfectly for product release *Size of bubble is buzz volume, height of bubble is market delight, as measured days from product release © 2012 Argus Insights, Inc. Confidential: Do Not Distribute Page 11

Editor's Notes

  1. This is the Experience Landscape. The data is based on thousands of customer reviews and is normalized on a scale of 0-5.The Blackberry Storm launched in Nov 2008 expecting to track with iPhone, but it didn’t. RIM was not measuring the user experience. Needless to say…the shipments were lower than expected. RIM saw zero growth in shipments due to weak demand for Storm. The cost of having inventory can disappoint when users are not enjoying the experience. RIM could have leveraged experience-based measures to build a competitive product and maintain leadership in the smartphone market. By monitoring market response to the Storm, RIM could have and both slowed production and targeted firmware upgrades on issues that matter most to customers.