1. Rahim Bhimani
Presented to Samsung PIT (Product Innovation Team)
August 2013
Samsung: Opportunity to Breakout
2. EXECUTIVE
SUMMARYToday the iPad has been a prominent commercial success. The tablet market is on an
incline and it’s big and bright. Samsung has a great selection of tablets, with numerous
features. The company is poised to take an advantage of this great breakout
opportunity.
OPPORTUNITY:
•Leverage the breadth of existing Samsung products
•Focus on targeted high growth markets
•Elevate Samsung’s features into meaningful experiences
5. PRIMARY RESEARCH
Individuals in my network across various demographics were interviewed to understand their take on tablets and
identify the tablet features they use most.
5
WHAT DO CONSUMERS SAY ABOUT
TABLETS?
ENTREPRENEUR
Adil, 26 - Samsung Tab 2.0
STUDENT
Farah, 20 - iPad
RETIRED
Tim, 69 - iPad
"I love that I can transfer my
pictures onto it with the
EXPANDABLE MEMORY
feature for when I travel!”
"I Purchased a Tab 2.0 because
it was CHEAPER than an iPad!”
“I love having all my readings
in one place and SO MANY
APPS to help me!”
"My iPad is a lot easier to bring
to class than my text books,
EBOOKS ARE ALSO CHEAPER!”
MOTHER
Tasneem, 36 - iPad
"I love my APPLE ECOSYSTEM
and it works seamlessly with
all my Apple devices.”
"My daughter plays with it
more than I do! I love the
quality of fun EDUCATIONAL
GAMES on the App Store!”
“As a FIRST TIME user, I was
taught how to use it at the
Apple Store and it was so
SIMPLE!”
"I love using FACETIME with
my family especially my
grandkids!”
6. 6
UNDERSTANDING THE USERS NEEDS
PRIMARY RESEARCH
Spending time at Best Buy, AT&T, Costco, Target and the Apple Store allowed me to talk to customers and understand
why they were purchasing tablets.
“I like the PRICE POINT of the Tab however I had a
hard time choosing between 7” , 8” or 10” and I went
with the 7“ because of the price.” - Mary
“I love the FREEDOM of the Samsung Tablet,
and I wonder if these devices will be able to talk to my
other SAMSUNG PRODUCTS in the future.” - Edward
“My friends have told me about how EASY it is to use
an iPad as it’s my FIRST TABLET and I’m excited for
my kids to use it as well.” - Karen
“I own a Macbook Air and an iPhone, which makes
me love the APPLE ECOSYSTEM and that’s why I will
probably purchase an iPad.” - James
BEST BUY APPLE STORE
8. SECONDARY RESEARCH 8
QUANTITATIVE DATA ON TABLETS
“STUDENTS WHO USED AN INTERACTIVE,
DIGITAL VERSION of an Algebra 1 textbook
for Apple's iPad in California's Riverside
Unified School District in 2012 SCORED
20% HIGHER on standardized tests vs.
students who learned with print
textbooks.”
- Mobiledia.com
“About 62% OF PHYSICIANS in the United
States are now USING TABLETS, according
to the most recent data from Manhattan
Research.”
- Mobihealthnews
“ONE-THIRD OF STUDENTS in grade 4-12
already OWN A TABLET.”
- Pearson Student Mobile Device Survey
2013
1.9% 2.7%
43.5%
2013 2017
0.6% 0.4%
46.0%
7.4%
2.8%
46.0%
48.8%
40%
30%
20%
10%
0%
Android iOS Windows Windows RT Others
50%
60%
Global Market Share Forecast for Tablet Operating Systems
Market Share of Tablets with Android
(2012)
Kindle Fire
36%
Samsung
Galaxy Tab
36%
Asus
Transformer
7%
Motorola
Xoom
4%
Toshiba
Thrive
6%
Source: Strategy Analytics Tablets Service
Source: New Media Trend Watch
Source: New Media Trend Watch
Source: New Media Trend Watch
Source: Flurry Analytics
Other
7%
Acer
Iconia Tab
7%
Global OS Market Share
(Q2 2013)
Android
67%
Apple
28.3%
Windows
4.5%
Blackberry
0.2%
Average Age of
Tablet Users (2012)
13-17:
18-24:
25-34:
35-44:
45-54:
55-64:
65+:
6%
13%
24%
21%
18%
11%
8%
Tablet Activities of US Tablet Owners
(2011)
Playing games:
Searching for information:
Emailing:
Reading the news:
Accessing a social network:
Consuming music & videos:
Reading books:
Shopping Online:
Other:
84%
78%
74%
61%
56%
51%
46%
42%
19%
9. Through these insights, I have learned why the iPad has been a preferred choice
among consumers and why other tablets have been struggling.
FINDINGS
10. 10
A COMPETITIVE AND OVERCROWDED
TABLET MARKET
Even though the Android OS outperformed the iOS in Q2 of 2013, Android is still dispersed across from many different
companies. Android tablets are completely saturating the current marketplace though they lack a competitive advantage
or an identity to make them stand out.
Saturated Android Market
FINDINGS
Difficult to make a choice based on so many similarities.
11. FINDINGS 11
HOW CAN WE CREATE A MEMORABLE
EXPERIENCE FOR FIRST TIME USERS?
As tablets are becoming popular amongst consumers, people are willing to take the plunge into purchasing them.
However, the learning curve can be a huge barrier and be intimidating for first-time Android users as opposed to the
ease and simplicity of use in the iOS.
Every application that comes stocked on an iPad serves a core
function for the user.
These are the applications that come stock on a Galaxy Tab 3.0. Many
apps are unnecessary and frivolous resulting in a cluttered experience.
12. 12
SIMPLICITY IN MAKING DECISIONS
With two distinctly different sizes, the Regular and the Mini, Apple simplifies the decision process of its iPad consumer.
Novice users are often overwhelmed by the number of Android tablet options available, making it difficult to find the
'right' piece of hardware for each individual. The Galaxy tab comes in 7” , 8” and 10” which can be a little challenging
for a customer to decide.
FINDINGS
iPad displayed at the Apple Store Galaxy Tablets on display at Best Buy
13. 13
FOCUSING ON A GREAT EXPERIENCE
AND NOT SPECS OR FEATURES
Apple approaches the sales of their tablet by asking how they will be used and how it will enrich lives. Most other tablet
companies tend to focus more on the price and features rather than focusing on the tablet's user experience.
FINDINGS
Advertisement with
an emotional
connection.
Advertisement
focused on
specs.
14. 14
ECO-SYSTEM
Many individuals choose the iPad because it is easy to adapt into the Apple ecosystem. Many are also familiar with existing
Apple products which they may already own. The user experience with Apple products is consistent across all platforms
and results in a holistic and cohesive experience.
FINDINGS
15. 15
EMOTIONAL CONNECTION
My grandmother and her sister saw each
other for the first time in 15 years, as one
lives in Toronto and the other in London.
Many parents love how much joy an iPad brings
to their kids. Having over 100,000 education
apps, parents love how the iPad has created a
fun and engaging way for their children to learn.
FINDINGS
Apple products tend to market their tablets as a product that enhances and enriches one’s life. Their focus is not for
their customers to buy a tablet for the sake of it, but for their product to add value to the lives of their customers.
16. •Leverage the breadth of existing Samsung products
•Focus on targeted high growth markets
•Elevate Samsung’s features into meaningful experiences
RECOMMENDATIONS
+ APPROACH
17. RECOMMENDATION + APPROACH 17
LEVERAGING OPPORTUNITIES WITH
EXISTING PRODUCTS
Samsung has a breadth of products across many categories, including lighting, home appliances and televisions.
Using this as a competitive advantage through a preparatory app exclusive to the Galaxy Tab products, Samsung
can become a leader in connected home appliances resulting in a future ecosystem.
samsung smart home
samsung smart home
Living room
KITCHEN
75°
85°2:59LEFT
18. RECOMMENDATION + APPROACH 18
FOCUS ON TARGETED
HIGH GROWTH MARKETSCurrently the Android OS is cluttered and makes it difficult for new users to adapt to the Samsung Tab. The goal for
this recommendation is to simplify the interface and focus on students and doctors initially. The tablets would be
equipped with applications for students and for doctors by associating organizations.
Student Edition
• Curated applications by top
education organizations
Doctor Edition
• Curated applications by top
medical organizations
19. RECOMMENDATION + APPROACH 19
FOCUS ON GREAT
PRODUCT EXPERIENCES
As future Samsung tablets make their way into the market, Samsung must truly believe theirs is the better product.
For example, if the next Samsung Galaxy Tab has a better camera, better screen, or a stylus, these competitive
advantages can be marketed as such. These life experiences will allow the product to resonate with consumers.
Experience the STYLUS at:
An Art Gallery
Experience the CAMERA at:
The Golden Gate Bridge
Experience the SCREEN QUALITY at:
a Movie Theater
Samsung
EXPERIENCE NOW
@
Samsung galaxy tab
Sketched on a
Samsung galaxy tab
EXPERIENCE NOW
Samsung galaxy tab
Samsung
EXPERIENCE NOW
@
EXPERIENCE NOW
Samsung galaxy tab
Watch on a
Samsung galaxy tab
Samsung
EXPERIENCE NOW
@The Golden Gate Bridge
Samsung galaxy tab
Take a picture with
EXPERIENCE NOW
Tourists will be able to try out the CAMERA on
the Tab during the day and night.
Movie-goers will be able to try out the quality
of the SCREEN on the new Tab.
Art Enthusiasts will be able to try the STYLUS
by drawing something on the new Tab.
20. Thanks.
CONCLUSION
Leveraging Samsung’s breadth of products, focusing on targeted high growth markets
and elevating tablet features into meaningful experiences will allow Samsung to
breakout in the tablet market.
www.rahimbhimani.com
415.900.7627
Rahim Bhimani
