Mobile World Congress 2015

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Argus Insights, Inc. Confidential: Do Not Distribute
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Experience Analytics
Promise
• Speed of Social Media Analytics
• Similar Depth of Primary
Research
• Lack of design bias
• Shown to reflect purchase
behavior
Challenge
• Does not fully replace primary
research
Quality market intelligence required to drive growth
Social Media Analytics
Promise
• Rapid capture of consumer
sentiment
• Viewed as unbiased
Challenge
• Hard to pull wheat from chaff
• Expensive to monitor and
respond
• Difficult to find leverage points
Traditional Primary Research
Promise
• Trusted Source of Consumer
Insights
• Can be tailored to fit
Challenge
• Slow to deploy and analyze
• Beset by design bias
• Difficult to find leverage points

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(Really) Brief Intro to Argus Insights
COLLEC
T
REPORTANALY
ZE
TAKE
ACTION
0
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0
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Qtr1 Qtr2 Qtr3 Qtr4 Qtr1 Qtr2 Qtr3 Qtr4 Qtr1 Qtr2
2011 2011 2011 2011 2012 2012 2012 2012 2013 2013
MillionsofiPhones;BillionsofdollarsinRevenue
BuzzVolumeforiPhoneModels
Argus Insights Beat Wall Street Estimates for
Q2 2013 iPhone Sales
Copyright© 2013 Argus Insights, Inc.
Consensus
Morgan Stanley
Argus Insights
Apple’s Actual Q2
• Mobile Phones
• Home Automation
• Consumer Electronics
• Wearables
• Appliances, Large and Small
• Consumer Services
• CPG and more!

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Does Listening to Consumers Actually Work?
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
Qtr3 Qtr4 Qtr1
2013 2014
IndexedBuzzVolume
Chinese iPhone Consumer Buzz
iPhone 4
iPhone 4S
iPhone 5
iPhone 5C
iPhone 5s
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
Qtr3 Qtr4 Qtr1
2013 2014
US, UK, CA iPhone Consumer Buzz
iPhone 4
iPhone 4S
iPhone 5
iPhone 5C
iPhone 5S
Apple Guides
Towards Lower
Revenue for Q1
Apple’s Q1 Breaks
Sales Records
GloballyArgus Insights
knew Q1 was going
to be huge
APPL jumps 14%
within days

Page 5
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Argus Insights, Inc. Confidential: Do Not Distribute
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Argus Insights Proprietary Metrics Are Proven Predictors of Consumer Demand
3-Feb-13 23-Mar-13 23-Apr-13 23-May-13 23-Jun-13 23-Jul-13 23-Aug-13 23-Sep-13 23-Oct-13 23-Nov-13
Mapping Handset Consumer Buzz Metrics to Actual Handset Sales
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

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Social conversation is growing as MWC approaches

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People are talking about MWC Worldwide, with conversation concentrated in
Europe & the US

Category Focus

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Not Surprisingly, Consumer Products Grab More Attention than Infrastructure
LG grabs
attention with 4
new mid-range
handsets
LG’s new Urbane Watch
driving most of the
Wearables Buzz
Automotive
driving less
attention
than at CES
Sony’s new Tablets Eclipse even
Smartphones announcements

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5G and LTE drive most of Infrastructure Discussion, NFV ahead of SDN
Huawei’s Release of 4.5G
Concept sparked attention
Partnership between
Samsung and SK
Telecom also drove lift
Promotion of Huawei
LTE Smartband launch
at MWC 2015

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Consumer Device Launches and “Leaks” Dominate MWC Social Media
Sony Tablet Leak drives
juicy buzz
Gaming and IOT get lift
ahead of MWC
LG and Huawei
Wearable Launches

Global Brand Focus

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LG has the most mindshare ahead of MWC as people discuss the much
anticipated stylish new smartwatch
Chatter about LG’s stylish
G Watch Urbane
Lenovo announced the
Vibe Shot, a camera
focused smartphone
Anticipation of HTC’s
upcoming One M9 and
M9 Plus smartphones
ZTE saw two spikes due to
bots retweeting their
MWC Invitation video

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Brand Mentions Lenovo introduced a camera focused
smartphone with powerful 16
megapixel camera with BSI sensor,
LED flash triple tone and sensor
image stabilization
HTC takes a play from Apple’s book as
they plan to introduce the One M9 &
larger M9 Plus
LG builds anticipation for stylish G Watch
Urbane with teasers & launches 4 new
lower end smartphones

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Smartphone Leaks and Launches Veer Away From Flagship Phones
LG’s Budget Phones Excite
MWC watchers
Linux handsets being
launched are getting
some attention

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Brocade is grabbing the most attention of Infrastructure Providers involved
in SDN/NFV conversation as their tweets are vastly retweeted
Brocade grabs attention with their
promotion of the NewIP & their cloud
securing Vyatta vRouter
Brocade is building MWC
excitement with a #tbt to
their MWC 2014
conversation with Intel
HP is drumming up attention by
initiating NFV conversation with
partners about MWC

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Demos and Partners Dominate NFV Discussions Ahead of MWC
Brocade has great amplification but
little engagement with others
HP’s strong partner strategy
apparent in high engagement
on MWC NFV demos
Mavenir and
Nokia(thanks to Light
Reading) have buzz
separate from partner
networks

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Infrastructure Provider Mentions
Brocade played on nostalgia by posting
at #tbt (Throwback Thursday) to last
year’s MWC
Brocade is promoting the roles the
IBM Cloud Orchestrator and Brocade
Vyatta vRouter play in providing a
better cloud environment.
HP & WindRiver discuss
advancements in NFV to be
extrapolated upon at MWC

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Huawei’s tease of a 4G enabled LTE smartwatch drove LTE conversation & talk
of Nokia’s working 5G radio equipment generated buzz
Huawei’s tease of a 4G
enabled LTE smartwatch
drove LTE conversation
Talk of Ericsson’s working 5G radio
equipment & Nokia’s focus on
future 5G tech generated buzz
Samsung & SK Telecom will present
advancements in 5G mobile
internet at MWC

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Tech Trends Mentions
Nokia’s MWC Press Release mentions
a focus on the future 5G technologies
for applications & LTE for machine-to-
machine communications
Huawei teases the reveal of an LTE
enabled smartwatch at MWC
Ericsson is rethinking the design of
mobile networks with a focus on 5G
and radio technology
Samsung & SK Telecom will present
5G Technology at MWC

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Consumer Device Launches and “Leaks” Dominate MWC Social Media
Sony Tablet Leak drives
juicy buzz
Gaming and IOT get lift
ahead of MWC
Kazam, a British manufacturer, plans to
introduce a slew of Windows &
Android phones and tablets
LG teased the introduction of
their new stylish smartwatch,
the LG Watch Urbane

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Product Category Mentions
Talk of Apps for connected cars is
surfacing as people anticipate
new technology at MWC
Early praise for LG’s recently unveiled
smartwatch-the LG Watch Urbane
British manufacturer Kazam is taking
advantage of MWC exposure to launch
several Windows & Android devices from
tablets to smartphones
Hype is building around speakers
who will talk about the future of
IoT at MWC

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Brands are taking to social media to raise awareness about what they will reveal at
MWC
Kyocera is partnering
with SunPartner to debut
it’s solar charging
smartphone prototype
People anticipate SKTelecom &
Samsung’s 3D Beamforming and
TMobile & Nokia LTE capacity demos
Rumors of an ultra secure tablet from
Blackphone makers SGP Technologies
excite paranoid tech users

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Prototype, Demo & POC Mentions
SGP makes the privacy centric
Blackphone, andrumors of their
development of a secure tablet
to be demonstrated at MWC is
driving interest
Kyocera is receiving attention for their
prototype of a solar charging
smartphone
Samsung & SK Telecom will team up to
demonstrate advances in 5G and 3D
Beamforming
Several brands are
tweeting out what people
can expect to seem them
demonstrating at their
booths at MWC

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Popular content shared leading up to MWC demonstrates interest in Brocade’s
NFV play, and LG & Lenovo’s new products
Popular Links Description
Total
Shares
http://www.mobileworldcongress.com/twitter/ Mobile World Congress Homepage 844
https://technology.ihs.com/521319
IHS MWC Specific Webpage, detailing what the noteworthy
things the company will have at the show 672
https://amp.twimg.com/v/75246a8d-8ed7-41b7-8aa2-0ada596fad36 Brocade's 'New IP' video 563
http://www.marketingdirecto.com/actualidad/tendencias/la-
gamificacion-conquistara-el-mwc15/
Disscussion about how Gamification can and should be used
to promote MWC 507
http://www.unlimit-tech.com/blog/?p=138367 Article about LG's 4 new smartphones 488
http://techcrunch.com/2015/02/12/join-us-in-barcelona-during-
mwc/?ncid=rss TechCrunch promotion of MWC 463
http://www.antaranews.com/berita/480328/lg-siap-ungkap-
smartwatch-terbarunya-di-mwc Article about LG's new Watch Urbane stylish smartwatch 447
http://www.unlimit-tech.com/blog/?p=138300 Article about Lenovo smartphones to be displayed at MWC 419
http://techno.okezone.com/read/2015/02/13/57/1105233/mwc-2015-
google-bawa-50-komponen-ponsel-modular
Article about the 50 modular components Google will bring
to MWC 349

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Several companies took to youtube & Facebook to share pre MWC videos, and
tech blogs shared product related content
Popular Domains Total Shares
cbnco.biz 5435
www.youtube.com 2627
www.mobileworldcongress.com 2413
vbusacareers.com 1942
www.facebook.com 1854
www.unlimit-tech.com 1504
news.google.com 1222
mp.weixin.qq.com 1022
www.xatakamovil.com 930

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Argus Insights, Inc. Confidential: Do Not Distribute
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Key Takeaways
• Style points are driving interest in LG’s newest smartwatch, the LG
Watch Urbane as it is already gaining praise for its sleek design and high
quality materials
• While there is intrigue surrounding flagship phones to be revealed
(Samsung Galaxy S6, HTC One M9) brands like Lenovo, LG & Kyocera are
gaining mindshare by introducing various mid-low range smartphones
• Brocade is monopolizing Infrastructure related mindshare with
significant engagement on NFV related Tweets
• Focused use devices are gaining attention, as people are curious about
ultra secure tablets and solar charging smartphone prototypes

Please contact us if you’d like to know more!
http://www.argusinsights.com Twitter: @argusinsights
1-877-992-7487 sales@argusinsights.com