La tablette a des qualités incontournables : immédiatement allumée, ludique, facile à transporter et idéale comme cadeau. Plutôt sociale , plus «justifiée» pour sortir de l'usage à la maison (dans les transports publics, en vacances, au bureau pour de choses personnelles ...), elle est en réalité très appréciée pour une utilisation personnelle de loisir à la maison.

1. Les Slides de l’Expert
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2. ORANGE PARTNER
Nom et prénom: Sophie Morice
Titre: Directrice User Insights et Innovation
Promotion au Technocentre Orange
Twitter: @orangepartner
Le Pitch > Les tablettes, nouvel eldorado ?
La tablette a des qualités incontournables : immédiatement allumée, ludique, facile à
transporter et idéale comme cadeau. Plutôt sociale , plus «justifiée» pour sortir de
l’usage à la maison (dans les transports publics, en vacances, au bureau pour de
choses personnelles …), elle est en réalité très appréciée pour une utilisation
personnelle de loisir à la maison. Très attractive, mais si elle est considérée comme
«nice to have», représente t’elle un nouvel eldorado pour de nouveaux usages ?

3. Tablets, a new eldorado?
Orange Partner, Sophie Morice
2 octobre 2012

4. Intriguing questions from the consumer
• perspective
What are the potential targets and potential needs for this emerging device
– Early adopters
– Families
– Seniors
• What are the potential use cases
– Online – Offline
– Home – (On the move) – On the spot
– Social – Personal
• What role next to people’s other devices (PC. Mobile, TV, portable game player,…)?
– PC  Tablet Smartphone
– New story around digital home
• What are the barriers to adoption and how to overcome them?
– Cost vs. perceived value
– Starting to use it…

5. Let’s focus on different usage areas to
explore existing or potential activities
and desired experiences
Organize Get
Socialize Enjoy Activities
My Life Informed
Experiences

6. General insights on the user
experience
“Easier to carry with
“It’s simple & intuitive”
me than a PC”
“More practical around home
than a PC”
“Doesn’t remind work”
“Perfect to travel to other “Much more playful”
places”
“Perfect for unwinding from a
busy day on the sofa”

7. Most common activities among
current users or most projected are
about the most usual online activities
There clearly is low “maturity” of what people do or imagine to do on a tablet.
Most common actual and anticipated use cases are centred around quick checking
of information and communication : see top 5 use cases
Check latest Access social Check the Watch a
Check e-mail
news networks Internet video
“Faster than a PC, richer than a mobile”

8. Still they learnt a lot of app use and
discovery on their smartphone and are
awaiting the same on their tablet
"You can loose a
"In the end you only lot of time
use a couple of searching for
apps, the rest you apps." (Gaelle)
kind of forget about."
(Veronique)
Digital Adult Pragmatics
"It's a real job to find
good apps!"
(Véronique)
"I really needed a "I have a friend with a
better organization nice app that I want to
with my 150 apps." have - so I download it."
(Xavier) (Anais)

9. Still learning from smartphone use,
show a difference in needs among
the different target groups
“I don’t have the
patience to look
for apps…” “I would like to share
this app with my wife so
she doesn’t have to
Families purchase it as well”
Digital Consumers
Young People
“The Top25 of the “Once you have lots and
iTunes store doesn’t lots of apps, you need “It’s really useful to
help me much” some kind of know the strong and
organization” “It saves a lot of time weak points of an
if I can search application, before
directly for apps that purchasing it”
suit my likes

10. Let’s focus on young people : what
they wish
I want to be smarter and entertained all
day long, even when I am on the move

11. Let’s focus on young people : what they
would like to do
Enjoy…alone & together
INSIGHTS
I want to be smarter and entertained all
day long, even when I am on the move
Watching TV
or video
Share & play You can play
with friends video-games
with friends
by distance
Study and fun
at the same
time Communicate/socialize
I would prefer Social
Working while an “Office Pack” INSIGHTS Network
I would use the
listening to read as well tablet for Skype, aggregatio
music/watching PDF, PPT, Excel, but not as a n would be
Stay in touch with
video! Easy access to Word, ... normal phone very
my social
I want to find and all kinds of networks
useful.
use my courses, documents &
eBooks, work ... files
Talk through I want to
video communicate fast !
Be informed…especially to study

12. Let’s focus on young people : what
experience they like
I want to be smarter and entertained all
day long, even when I am on the move
Study
Always Fast and
Personal  Multitasking
with me synchronized
Work
I don’t want that others
can see what’s “inside”
my tablet.

13. Let’s focus on young people : what
makes a difference
I want to be smarter and entertained all
day long, even when I am on the move
Recommendations
Get on apps
recommendations
Geolocate new bars,
movie theatres, ...
Synching and Can I see, remotely, a
access to PC files movie/file on my
tablet which is on my
PC?

14. thank you