Use Case Assessment StudyResearch by W5

Digital Living Network Alliance

Link to full report

DLNA Confidential

Confidential2

Key Insights

Consumers are accustomed to media content being isolated on their devices and not easily shared throughout a home network

Mainstream Purchasers have not considered media sharing solutions because they are unsure of the relevance to their life.

Early Adopters have considered media sharing solutions but have been cautious in implementing these homespun solutions because they assume there are too many barriers to a simple, easy to use home network configuration for sharing content.

DLNA Confidential

Key Insights: Use Cases

Top Tier Use Cases – Most Appealing and Relevant• Take Your Music and Podcasts with You In Your Car• Watch DVR Recordings Anywhere In Your Home• Remote Access to Your Home Network

Bottom Tier Use Cases – Least Appealing and Relevant• Show Your On-the-Fly Video• Easy Printing• A Multimedia Slideshow In Your Living Room

Consumers find use cases that are new, uncommon, and applicable on a daily basis to be the most appealing and relevant uses of DLNA certified technology. Appealing features and functionality include remote access, simpler access to online content, central storage of media files, and eliminating cluttered wires and cables.

Consumers are generally uninterested in use cases that represent only minor improvements to current connectivity processes. Wireless connectivity replacing wired connections – as in these Bottom Tier Use Cases – are seen as beneficial, but not ultimately a driver of DLNA certified product purchases. Consumers are also uninterested in viewing photos on their television.

DLNA Confidential

Validation of Qualitative LearningLarger scale and statistically reliable quantitative research validates the appeal and relevance of the top tier use cases, and the use case All of Your Music, All of the Time.

The quantitative research also confirms the low resonance of two use cases identified as bottom tier in the qualitative research. However, Easy Printing is not actually among the lowest rated use cases, potentially due to its similar appeal, relevance, and real world application ratings among consumers of all three types: Early Adopters, Mainstream, and Mass Consumers.

Watch DVR Recordings Anywhere in your HomeRemote Access to your Home Network

Take your Music and Podcasts with you in the CarAll of your Music, All of the Time

Easy PrintingProgram your DVR from Anywhere in your Home

Play a Purchased and Downloaded Movie from any TV

Movies from a Digital Media ServerSharing and Storing Pictures

Enjoy your Music, Photos, and Video when you’re On-the-GoA Multimedia Slideshow in your Living Room

Show your On-the-Fly VideoTier

Str

uctu

re R

epre

senti

ng U

se C

ase

Reso

nanc

e

DLNA Confidential

Key Insights: Use Cases

Relevance Ease of Use

Benefits Drawbacks

Take Your Music and Podcasts with you in the Car

Use Case C9:

Appealing and relevant to consumer needs

A superior solution to CDs or using adaptors for portable music devices

Would be used frequently

Consumers imagine an automatic syncing function once the car is in range of the home network

Elimination of adaptors improves car audio experience

Little relevance for some European consumers

Uncertainty over home network coverage reaching the car for easy syncing

Simplicity of automatic syncing

Eliminates adaptors for portable music devices

“I am in my car all of the time and the only way I can do this now is to connect my iPod to the car stereo.”

DLNA Confidential

Key Insights: Use Cases

Relevance Ease of Use

Benefits Drawbacks

Watch DVR Recordings Anywhere in your Home

Use Case C6:

A familiar problem that is often solved by cable service providers

Appealing if it represents a cost benefit over cable server provider solutions

Expect the same TV viewing experience on each of the sets in the home: ability to watch, record, and view saved programs

Already available as a service from cable provider

Possibly eliminates service cost

Assumption of simplicity in set up

“I love it. The only reason that I don’t have DVR in my bedroom is because it’s too expensive. I would like to be able to watch something different from my roommate in my room.”

DLNA Confidential

Key Insights: Use Cases

Relevance Ease of Use

Benefits Drawbacks

Remote Access to your Home Network

Use Case F2:

Very relevant and appealing; consumers see many scenarios when this DLNA functionality would be useful

Envision productivity benefits in addition to media

Possibly reliant on others’ devices and networks to take full advantage of this solution

Unfamiliar use

Potential security and performance issues

True mobile access to home media content

Flexibility of constant access

Simplicity of never having to upload or plan media to take on a mobile device

“I could actually use this for work. Rather than lugging my laptop with me to do a presentation, if I could reach a presentation that I have stored on my laptop with my Blackberry or my phone, I could present it to my clients. It would be useful for me.”

DLNA Confidential

Conclusions and Recommendations

1. Focus on Relevance and Actionability

Encourage consumers to extend their home network by communicating options for device interoperability that are relevant to their current and aspiring computing and entertainment habits.

Generate interest in DLNA by promoting product usage scenarios that showcase the potential of the program.

• Consumers are intrigued by DLNA use cases that appear to be an evolution in how they currently use technology.

• Encourage consumers to network their homes with DLNA certified technology by promoting usages that are new and unexpected.

The Use Cases that resonate with consumers are found to be both relevant and actionable (consumers would like to do the things described in the scenarios; they would actually use such a setup). These qualities define consumer perception of the appeal of these use cases.

The specific use cases that are identified as most appealing and relevant all pose new or enhanced functionality to existing technology operations and are perceived to increase interoperability between computing and electronics devices.

A. Resonant Use Cases

2. Create Excitement

DLNA Confidential

Conclusions and Recommendations

3. Extend the Home Network

Extend consumers’ perception of their home network with usages of DLNA certified products that allow for greater mobility and remote access to content. Prioritize remote access uses of DLNA certified technology.

Focus product development and DLNA communications on capabilities that do more than offer solutions for things consumers can do already.

The use cases that consumers find most intriguing all involve flexibility: through remote control of programming and setup, through increased mobility in watching DVR and listening to music throughout the home, and even taking networked content away from the home with ease.

The use cases that consumers identify as most resonant also present scenarios that may be applied frequently or even regularly. These scenarios enable new ways of setting up for music listening and television/video watching.

B. Flexibility and Frequency

4. Transcend the Mundane

DLNA Confidential

Conclusions and Recommendations

5. Foster the Early Adopters

Encourage Early Adopters to become DLNA brand mavens; they will be quick to adopt technology with this certification and are likely to spread the word and promote the benefits of the program.

Strive to migrate consumers to become Early Adopters of DLNA certified products. Educating consumers to the benefits of the program, and the sincerity of member cooperation towards these standards will increase their willingness to purchase products with the certification.

Despite the rigid construct of the aggregate consumer sample, comprised of a predetermined mix of Early Adopters, Mainstream, and Mass Consumers, few meaningful differences in response between these groups exist, particularly between Mainstream and Mass Consumers.

While Early Adopters represent an important sub-set of the DLNA consumer target, with increased product ownership and usage, and often higher interest in the use cases, differences between Mainstream Consumers and Mass Consumers are less distinct.

C. Early Adopters and the Rest

6. Migrate “the Rest”

DLNA Confidential

Additional Recommendations

7. Inform ConsumersProvide consumers with the information they need to maximize use of their home network, beyond functionality into flexibility. Inform consumers about the full functionality of the technology they purchase, the connectivity options that are already available, and how they can benefit in the short term from DLNA solutions.

8. Build a Trusted Overarching BrandLeverage the brand reputation of member companies and increased promotion of DLNA certification to bolster consumer trust in DLNA as an industry-wide standard. Communicate the commitment of member companies to DLNA and to interoperability in general. Communicate a shared goal of easy to use media and content sharing features that are capable of transforming how consumers approach technology in their home.

9. Be Sensitive to Cultural Variation and PerspectivesThough perceptions of the DLNA use cases do not differ dramatically across regions tested in the qualitative and quantitative research, study the usage and behavioral data of consumers in each region to understand, for example, the low impact of the suggested scenarios in the tech-savvy Japanese market, and the differences in entertainment behaviors among US, European, and Japanese consumers.

DLNA Confidential

DLNA Use Cases

Mobile Upload

Friends want to share

photos on the go. One

friend uploads a photo on

his friend’s phone via the

home network.

Mobile Controller

In the living room, we can

use our phone to browse

photos or music on our

NAS or PC. Using the

phone as a controller, we

can then push the image

to the TV or music to our

audio system.

Mobile Controller

In the living room, we can

use our phone to browse

photos or music on our

NAS or PC. Using the

phone as a controller, we

can then push the image

to the TV or music to our

audio system.

Camera to TV During a home party you

can choose which images

from your camera to show

on the living room TV.

Camera will push image

to the TV.

NAS to TV While in the living room

you can pull video stored

on your NAS, computer

or phone to watch on

your TV.

Windows 7 to AV SystemDuring a party you push

music from your laptop to

your AV system.

TabletOn the couch you can use

your tablet to play music

on your AV system.

Tablet On the couch you can use

your tablet to push an

image to show on your

television.

Windows 7 to TabletYou want to take some

photos on your trip to

show grandma. You can

download pictures from

your Win7 laptop to your

mobile or tablet to take on

the go..

Wireless PrintingA person wants to print a

picture at home for a

guest. Takes the camera,

snaps a photo and prints

to local printer wirelessly.

You just bought a new DLNA

Certified TV and you would like to

use it to enjoy photos, music and

videos from your notebook, but

your laptop is not DLNA Certified. 

DLNA has launched software

certification that will allow your

notebook to work as a DLNA

Certified device! 

NEW! DLNA Certified Software

You pull your car into

your garage, it downloads

music from your home

NAS, you play it back in

the car.

Automotive

Protected StreamingYou can view a latest

blockbuster movie on the

television in your

bedroom that is stored on

your set top box in your

living room.

Controlled content streaming; locked/ unlocked dynamically