The document discusses consumer perceptions of embedded vision features in consumer electronics. It finds that while companies promote these features, few consumers mention them in reviews and there are complaints about performance and battery life. The document also examines privacy concerns, finding almost no mentions of privacy issues with gaming devices but some with smartphones. It argues embedded vision needs compelling experiences, consistent performance, and strong privacy/security to drive adoption. Companies should educate consumers before privacy issues arise and avoid default privacy changes like Facebook.
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Who Watches the Watchers? Analysis of Embedded Vision Adoption in Consumer Electronics
1. Who Watches The Watchers?
Consumer Perceptions of Embedded Vision
Features in Consumer Electronics
Dr. John Feland, CEO
2. Page 2Š 2013 Argus Insights, Inc. Confidential: Do Not Distribute
Quis Custodiet Ipsos Custodes
Fears shaped by 1984
and concerns of
the Surveillance State
not trusting citizens
Reality defined by
concerns of citizens not
trusting each other
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Quis
Custodiet
Ipsos
Custodes
More
recentlyâŚ
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Does
Anyone
Really
Care?
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A Bit About Our Methods â More Little Sister than Big Brother
COLLECT
Social media & other
unstructured
consumer responses
REPORT
Web based SaaS
Reporting Tool with
PowerPoint Ready
Graphics
ANALYZE
Best-in-Class
Quantitative and
Qualitative
Analytics
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Yes Virginia, Itâs Predictive of Consumer Adoption
$-
$500
$1,000
$1,500
$2,000
$2,500
$3,000
$3,500
$4,000
$4,500
WorldWideMonthlySales
Millions
Comparing NPD Actual Tablet Sales to Argus
Insights Predictions
$ NPD Sold Actual
Predicted Using Argus Insights Metrics
Copyright Š 2013 Argus Insights, Inc.
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Experience Equity Tracking â Stock Chart for UX
⢠Monitor Buzz and Delight for
your customers products and
the competition
⢠Identify market disruptions
⢠Instantly compare responses
across the entire competitive
landscape
⢠Measure the market impact of
â Competitive product launches
â Firmware updates
â Marketing campaigns
⢠Find out why these disruptions
are happening using our
integrated qualitative analysis
Delight
Bubble area
represents
periodic
Buzz Volume
Bubble area
represents
periodic
Buzz Volume
Delight
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Poached Egg Model of Innovation: Rolf Faste
⢠New matters more than
Good/Bad
⢠Market decides where to
move
⢠Argus Insights Measures
that market dynamic
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Where do we look for evidence of adoption?
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Benchmarking Eye Tracking Enabled Handsets
LG Optimus G Pro is
delighting a niche market
Galaxy S4 finally
recovering after a
rough launch
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Sparse mentions of Eye Tracking in Consumer Reviews
⢠Of 2242 consumer reviews, only 104 mention eye tracking
⢠Of those 60% are negative, impacting adoption
â[bought for] features it supposedly has like eye tracking and the camera featurs BUT
NOTHING WORKS RIGHT!!!!!!! all the features are fake and dont work like they
should!!!!â
âThe head and eye tracking is very twitchy but not really needed anywayâ
âThe eye scrolling feature doesn't track me because either I wear glasses or the clear
screen cover interferes with the sensors.â
âEye scroll comes in handy anytime you're working on your computer and have to
look at your phone at the same time.â
âcool sci-fi like eye tracking technology. I use it every day, I was on lunch eating my
food and my hands were sticky but I controlled the web browsing switching between
tabs, scrolling up and down all without touching the screenâ
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Complaints along two vectors- Performance and Battery
âThe eye scroll is too erratic as it goes very fast then
stops then goes back up. The face recognition is also
dumb as it takes way too long and the exact same
lighting to recognize ( even with multiple pics stored)
then unlock the screen so I disabled it.â
âI bought this phone because of the Gesturing and Eye
tracking. However I found them difficult to use. Also
they drained my battery within hours, (even when idle)
and my phone got kinda hot. I turned those features
back off, and my battery went to normal expectancy
(about a days use per charge).â
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0
100
200
300
400
500
600
700
800
900
1000
12/13/2012 2/8/2013 3/20/2013 4/19/2013 5/19/2013 6/18/2013
TweetVolumementioning
EyeScrolling
Apple
Blackberry
HTC
LG
Nokia
Samsung
Eye Scrolling was a Key Feature for Galaxy S4
⢠Social Media buzz shows how much Samsung pushed
feature in advertising campaigns
⢠Little mentions from actual consumers anticipating features
⢠Analysis of Consumer Reviews tell a similar story
Most all buzz came from press
releases, not consumer interest
LG buzz due to
IP conflicts on
eye tracking
Samsung Social Campaign,
âwhat do you love about Galaxy S4?â
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But what about privacy concerns?
⢠Within over 2200 consumer reviews, zero mention of
privacy concerns for the Galaxy S IV
⢠Love or hate the handset, Consumers were not
concerned with privacy
⢠An analysis of tweets adds to the story
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Privacy and Spying discussions from Social
0
50
100
150
200
250
300
350
400
450
12/13/2012 1/13/2013 2/12/2013 3/10/2013 4/9/2013 5/14/2013 6/11/2013 7/7/2013
VolumeofSpyingandPrivacyTweets
Privacy Related Mentions from Mobile Twitter Streams
Apple
Blackberry
HTC
LG
Motorola
Nokia
Samsung
0
5
10
15
20
25
30
35
40
45
50
12/13/2012 1/20/2013 2/23/2013 3/29/2013 5/7/2013 6/11/2013 7/12/2013
VolumeofSpyingandPrivacyTweets
Privacy Related Mentions from Mobile Twitter Streams (without HTC)
Apple
Blackberry
LG
Motorola
Nokia
Samsung
HTC Settles with US FTC over Privacy
Issues on millions of handsets
Security hole in
Samsung Smart TV
allows video spying
New Moto X
phone will always
be listening to
enable voice
commands
Android App Spam
to enable spying on
mobile
users, nannycam
style
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Kano Model of Needs â Where does Embedded Vision Fit?
Delighters
Must
Haves
Ideal Path
of Features
Performance
Satisfaction
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Vision-based systems outperform Accelerometer systems
Playstation Move seen
as better motion
controller initially
Kinect wins holiday 2012
Wii U waits for ZeldaâŚ
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Across platforms, few mentions of privacy concerns
⢠Only 7 mentions of 2356 gaming reviews
⢠Vision complaints from Microsoft Kinect Customers
⢠Malware/Spyware complaints from Sony PlayStation
Customers
âI think it's creepy. with all of those cameras and such-
who knows when Microsoft is spying on us for
"advertising" purposes?â
âand maybe [the Kinect is] the ultimate spyware to
date?â
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How to drive adoption of Embedded Vision
Esteem
Love/
Belonging
Safety/Security
Physiological
Self
Actualization
Maslowâs Hierarchy of Needs Felandâs Hierarchy of Features
Compelling
Experience
Performance/
Consistency
Efficient
Resources
Privacy
Security
Where
consumers
focustoday
PathofConsumerAdoption
Vulnerable
Foundation
Elements
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How to avoid the Three Mile Island of Embedded Vision?
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Mis Education of Consumers â Laptop Webcams
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Boiling the Frog, Facebookâs Privacy Default Swaps
bio = "Love sports of all kinds.";
birthday = "01/01/1980";
"favorite_athletes" = (
{
id = 20242388857;
name = "Usain Bolt";
}
);
"first_name" = Chris;
hometown = {
id = 106033362761104;
name = "Campbell, California";
};
id = 100003086810435;
languages = (
{
id = 108106272550772;
name = French;
},
{
id = 312525296370;
name = Spanish;
}
);
"last_name" = Colm;
link = "https://www.facebook.com/chris.colm";
locale = "en_US";
location = {
id = 104048449631599;
name = "Menlo Park, California";
};
"middle_name" = Abe;
name = "Chris Abe Colm";
timezone = "-7";
"updated_time" = "2012-08-09T03:33:32+0000";
username = "chris.colm";
verified = 1;
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Key Takeaways
⢠Embedded Vision solutions have to
score the hat trick
â Compelling
â Consistent Performance
â Private and Secure
⢠Educate Consumers before they
Mis-Educate themselves
⢠Donât Be Facebook
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Questions?
Sign up for a free copy of the weekly Peek⢠Report for Smartphones
http://www.argusinsights.com/embedded-vision/free_report.html
Or just email me at john.feland@argusinsights.com
Editor's Notes
As the ubiquity of imaging sensors approaches the level of microprocessor adoption into every aspect of our lives, how are consumers responding to the benefits and perceived risk of unintended surveillance of these new solutions? What lessons can we pull from both the success of the Kinect and the failure of the Galaxy S4, combined with the growing interest/angst for the XBox One regarding the boundaries consumers are outlining with respect to embedded vision technologies? This discussion will pull insights from the market using the novel collection and analysis methods of Argus Insights and help build a picture of today's consumer and map expectations of embedded vision enable experiences moving forward.