Do Consumers Want a New
4(01)K Display?

“Apple is unlikely to make much of an impact on this
market … the iPhone won’t make a long term mark
on the industry”
Matthew Lynn - Bloomberg
“The iPhone is a niche product”
Olli-Pekka Kallasvuo – Nokia CEO in April 2008
“The iPhone will not substantially alter the fundamental
structure or challenges of the mobile industry”
Charles Golvin – ForresterArgus Insights, Inc. Confidential: Do Not Distribute
© 2013 Research
Page 2

“If you can not measure
it, you can not improve it.”
Lord Kelvin
© 2013 Argus Insights, Inc. Confidential: Do Not Distribute
Page 3

Measuring the Gap Between Brand Promise and Consumer
Reality
© 2012 Argus Insights, Inc. Confidential: Do Not Distribute
Page 4

Consumer Review Derived Demand Metrics Are Effective Leading Indicators
WorldWide Monthly Sales
Millions
Comparing NPD Actual Sales to Argus Insights Predictions
$4,500
$4,000
$3,500
$3,000
$2,500
$2,000
$1,500
$1,000
$500
$-
$ NPD Sold Actual
Predicted Using Argus Insights Metrics
• Delight and Buzz are affective leading indicators of consumer demand
• Traditional sales forecasts are based on what consumers bought, Argus
Insights metrics track what consumer enjoyed
• Has been used to find disruptive products and brands
• Efficacy tested across Smartphones, Tablets, Automobiles, Televisions and
more
2
Adjusted R of 72.4% and a p-value of 0.0017
© 2013 Argus Insights, Inc. Confidential: Do Not Distribute
Page 5

Others predict based on what consumers bought,
Argus Insights predicts based on what consumers love
7000
Argus Insights 60
Estimate Based
Apple’s Actual Q2
iPhone Unit Volume
6000
50
5000
40
4000
30
3000
Morgan Stanley
20
2000
1000
10
Consensus
0
0
Qtr1
Qtr2
Qtr3
Qtr4
Qtr1
Qtr2
Qtr3
Qtr4
Qtr1
Qtr2
2011
2011
2011
2011
2012
2012
2012
2012
2013
2013
Copyright© 2013 Argus Insights, Inc.
Apple iPhone 4
Apple iPhone 4S
Apple iPhone 5
Apple iPhone 3GS
Apple iPhone 3G
Millions of iPhones; Billions of dollars in
Revenue
Buzz Volume for iPhone Models
Argus Insights Beat Wall Street Estimates for
Q2 2013 iPhone Sales
Apple iPhone
Quarterly iPhone Sales
© 2013 Argus Insights, Inc. Confidential: Do Not Distribute
Page 6

High Performance Displays

Consumers First Introduction to High Performance Displays…
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Page 8

Results of iPhone 5S and 5C launch
AKA “We miss Steve!”
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Page 9

Samsung and Apple Consumers Held Their Breath Before the iPhone
Launch
1
0.68
Apple
0.8
0.6
0.4
0.2
0
14
19
24
29
34
Week Number
1
0.63
Samsung
0.8
0.6
0.4
0.2
0
14
19
24
29
34
Week Number
© 2013 Argus Insights, Inc. Confidential: Do Not Distribute
Page 10

Other Handset Customers Barely Skipped A Beat
HTC
1
0.55
0.5
0
14
19
24
29
34
LG
1
0.5
0.43
0
Motorola
14
24
29
34
1
0.55
0.5
0
14
Nokia
19
19
24
29
34
1
0.5
0.51
0
14
19
24
© 2013 Argus Insights, Inc. Confidential: Do Not Distribute
29
34
Page 11

Less surprises equals less buzz
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Page 12

iPhone 5S and 5C Are Slow To Accelerate
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Page 13

Lowest iPhone Demand at Launch In A Long Time
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Page 14

What’s so Ultra About 4K?

Remember When?
© 2013 Argus Insights, Inc. Confidential: Do Not Distribute
Page 16

But at CES 2013, 4K was the New 3D TV
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Page 17

How is 4K Adoption By Consumers Looking?
Reported Consumer Delight Levels (-1 to 1)
Comparison Across Display Products
1
0.9
0.8
0.7
0.6
0.5
0.4
0.3
0.2
0.1
0
0
1
2
3
4
5
6
7
8
9
10
11
Calendar Month 2013
1080p
2160p (4K)
IPS
© 2013 Argus Insights, Inc. Confidential: Do Not Distribute
Page 18
12

4K Early Adopters Are Few But Delighted
Reported Consumer Delight Levels (-1 to 1)
4K Televisions Are Delighting Consumers
1.2
1
0.8
0.6
0.4
0.2
0
0
1
2
3
4
5
6
7
8
9
10
11
Calendar Month 2013
2160p (4K)
© 2013 Argus Insights, Inc. Confidential: Do Not Distribute
Page 19
12

Overall Perceptions of HPD User Experience
HD TV (1080p)
-20%
0%
20%
4K Televisions
40%
60%
-10%0%10%
20%
30%
40%
50%
60%
IPS Monitors
-20%
Product Passion
Product Passion
Price / Value
Usability
Usability
Style/Design
Style/Design
Style/Design
Movies
Movies
Movies
Sony
Sony
Sony
Display/Screen/Graphics
Display/Screen/Graphics
Display/Screen/Graphics
Size/Weight
Size/Weight
Size/Weight
Picture/Video Quality
Picture/Video Quality
Picture/Video Quality
Functionality
Functionality
Functionality
Reliability
Reliability
Reliability
Speed/Performance
Speed/Performance
Speed/Performance
Features
Features
Features
Sound Quality
Sound Quality
Sound Quality
Phone Support
Phone Support
Phone Support
Home
Home
Home
Samsung
Samsung
Samsung
Gaming
Gaming
Gaming
Best Buy
Best Buy
Best Buy
News/Weather/Sports
News/Weather/Sports
40%
Price / Value
Usability
20%
Product Passion
Price / Value
0%
News/Weather/Sports
Neg %
Pos %
Neg %
Pos %
© 2013 Argus Insights, Inc. Confidential: Do Not Distribute
Neg %
Pos %
Page 20
60%

How Usage Differs Across Displays
HD TV (1080p)
-4%
1%
6%
4K Televisions
11%
16%
-2%
3%
8%
IPS Monitors
13%
-2%
Movies
Movies
Home
Gaming
Gaming
News/Weather/Sports
News/Weather/Sports
News/Weather/Sports
Web Surfing
Web Surfing
Web Surfing
Significant Other
Significant Other
Significant Other
Family
Family
Family
Sit
Sit
Sit
Friends
Friends
Friends
Bedroom
Bedroom
Bedroom
Outside
Outside
Outside
School
School
13%
Home
Gaming
8%
Movies
Home
3%
School
Neg %
Pos %
Neg %
Pos %
© 2013 Argus Insights, Inc. Confidential: Do Not Distribute
Neg %
Pos %
Page 21

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http://www.argusinsights.com Twitter: @argusinsights
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