Touching Isn't It? Consumer Response to Touch and Gesture Technology for IHS Touch Gesture Motion...
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Transcript of Touching Isn't It? Consumer Response to Touch and Gesture Technology for IHS Touch Gesture Motion...
Touching, Isn’t It? No, it isn’t!
Consumer Reaction to “advances” in touch technology across devices
Dr. John Feland, CEO
Page 2© 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 2© 2014 Argus Insights, Inc. Confidential: Do Not Distribute
We Analyze the Internet of Humans
COLLECT REPORTANALYZE
TAKE ACTION
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Argus Insights Beat Wall Street Estimates for Q2 2013 iPhone Sales
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Consensus Estimate
Morgan Stan-ley Estimate
Argus InsightsEstimate Based on Social Met-rics
Apple’s Actual Q2 iPhone Unit Vol-ume
• Mobile Phones• Home Automation (IoT)• Consumer Electronics• Wearables• Appliances, Large and Small• Consumer Services• CPG and more!
Page 3© 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 3© 2014 Argus Insights, Inc. Confidential: Do Not Distribute
Does Listening to Consumers Actually Work?
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Chinese iPhone Consumer Buzz
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US, UK, CA iPhone Consumer Buzz
iPhone 4iPhone 4SiPhone 5iPhone 5CiPhone 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 4© 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 4© 2014 Argus Insights, Inc. Confidential: Do Not Distribute
See the Consumer Demand Shift in Real Time
Galaxy S3 Launch Challenges iPhone
Dominance
Galaxy S4 fizzles, boosts demand for
S3 and iPhone 5
Galaxy S5 final exceeds prior two
launches and beats iPhones
Page 5© 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 5© 2014 Argus Insights, Inc. Confidential: Do Not Distribute
Case Study: Amazon Fire Phone
July 25Fire Phone Launched
July 28Argus Insights Blog
Predicts Failure
Sep 8Amazon Drops Price
to 99 cents, GreenPeace strikes
Aug 26Amazon only sells 35k in first 25 days
Page 6© 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 6© 2014 Argus Insights, Inc. Confidential: Do Not Distribute
7/10/2014 7/30/2014 8/19/2014 9/8/2014 9/28/2014 10/18/2014-1
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What about Green Peace Take Down?
Green Peace Dog Piles on Amazon Fire Phone
Weeks After Consumers Already Register Their
Disappointment
Impact of Green Peace Spam Storm Already
Settling Down
Original Assessment of Product Launch Failure
Still Valid
Page 7© 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 7© 2014 Argus Insights, Inc. Confidential: Do Not Distribute
New Technologies Disrupt People’s Lives
Copyright © 2009 Argus Insights, Inc.
Page 8© 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 8© 2014 Argus Insights, Inc. Confidential: Do Not DistributePhoto from www.flickr.com/photos/ joaomiguelsilva/
Page 9© 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 9© 2014 Argus Insights, Inc. Confidential: Do Not Distribute
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Page 11© 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 11© 2014 Argus Insights, Inc. Confidential: Do Not Distribute
Touch? Gesture? Motion?
Page 13© 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 13© 2014 Argus Insights, Inc. Confidential: Do Not Distribute
Overall, Consumer Interest Is Higher Than 2013, Driven By Smartphones And Wearables
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2in1 2in1 2in1 2in1 2in1 2in1 2in1 2in1 2in1 2in1 2in1 2in1 2in1 2in1 2in1 2in1 2in1 2in1All In One All In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneChromebookChromebookChromebookChromebookChromebookChromebookChromebookChromebookChromebookChromebookChromebookChromebookChromebookChromebookChromebookChromebookChromebookChromebookLaptops - Post Win 8Laptops - Post Win 8Laptops - Post Win 8Laptops - Post Win 8Laptops - Post Win 8Laptops - Post Win 8Laptops - Post Win 8Laptops - Post Win 8Laptops - Post Win 8
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Page 14© 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 14© 2014 Argus Insights, Inc. Confidential: Do Not Distribute
Mindshare for Tablets is Shrinking, as is PC’s
5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 102013 2014
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WearablesWearablesWearablesWearablesWearablesWearablesWearablesWearablesWearablesWearablesWearablesWearablesWearablesWearablesWearablesWearablesWearablesWearables
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Inte
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Page 15© 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 15© 2014 Argus Insights, Inc. Confidential: Do Not Distribute
Discussion of Touch and Gesture Is Amazingly Stable
5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 92013 2014
Touchscreen Touchscreen Responsiveness Gesture Recognition
Page 16© 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 16© 2014 Argus Insights, Inc. Confidential: Do Not Distribute
Perception of Gesture Performance is Dropping
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Touchscreen Touchscreen Responsiveness Gesture Recognition
Net S
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Page 17© 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 17© 2014 Argus Insights, Inc. Confidential: Do Not Distribute
2in1 Laptops, Smartphones, Chromebooks And Wearables All Gaining Touch Related Mindshare
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All In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In One
2in1 2in1 2in1 2in12in1 2in1
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Page 18© 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 18© 2014 Argus Insights, Inc. Confidential: Do Not Distribute
Touchscreen Mentions Dropping Across Tablets And Notebooks
5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 92013 2014
All In One2in1ChromebookLaptops - Post Win 8SmartphoneTabletsWearables
Page 19© 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 19© 2014 Argus Insights, Inc. Confidential: Do Not Distribute
Touchscreen Net Sentiment Dropping in Smartphones and Wearables
5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 92013 2014
-60%
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-20%
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Net
Sen
timen
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eg)
Page 20© 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 20© 2014 Argus Insights, Inc. Confidential: Do Not Distribute
Wearables and Smartphones Drive Gesture Discussions
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All In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In One
2in1 2in1 2in1 2in1 2in1 2in1
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Page 21© 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 21© 2014 Argus Insights, Inc. Confidential: Do Not Distribute
Tablet Gestures Falling Off Dramatically While Win 8 Remains Flat
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Page 22© 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 22© 2014 Argus Insights, Inc. Confidential: Do Not Distribute
Perception of Gestures Incredibly Volatile; More Negative than Touchscreens on Average
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Net S
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Page 23© 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 23© 2014 Argus Insights, Inc. Confidential: Do Not Distribute
Touchscreens On 2 In 1’s Frustrate More Than Mainstream Laptops
Touchscreen
Touchpad
Touchscreen Usability
Touchscreen Quality/Reliability
Gesture Recognition
Disable Touchpad
Touchscreen Functionality
Touchscreen Responsiveness
Touchscreen Touch/Feel
Touchscreen Size/Weight
-5% 0% 5% 10% 15% 20%
2in1 Touch/Gesture Related
Neg % Pos % Neut %
Touchscreen
Touchpad
Touchscreen Usability
Disable Touchpad
Touchscreen Quality/Reliability
Touchscreen Size/Weight
Touchscreen Touch/Feel
Gesture Recognition
Touchscreen Functionality
Touchscreen Responsiveness
-4% -2% 0% 2% 4% 6% 8% 10% 12% 14% 16%
Win 8 Laptop Touch/Gesture Related
Neg % Pos % Neut %
Page 24© 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 24© 2014 Argus Insights, Inc. Confidential: Do Not Distribute
Larger Screen Touch on AIO Delights More Than Expected
Touchscreen
Touchscreen Usability
Touchscreen Size/Weight
Touchscreen Quality/Reliability
Touchscreen Functionality
Touchscreen Responsiveness
Gesture Recognition
Touchpad
Touchscreen Touch/Feel
Disable Touchpad
-5% 0% 5% 10% 15% 20% 25%
All In One Touch/Gesture Related
Neg % Pos % Neut %
Touchpad
Touchscreen
Gesture Recognition
Touchscreen Usability
Disable Touchpad
Touchscreen Touch/Feel
Touchscreen Size/Weight
Touchscreen Functionality
Touchscreen Quality/Reliability
Touchscreen Responsiveness
-2% 0% 2% 4% 6% 8% 10%
Chromebook Touch/Gesture Related
Neg % Pos % Neut %
Page 25© 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 25© 2014 Argus Insights, Inc. Confidential: Do Not Distribute
Touchscreen Mentions Begin To Fade In Handheld Devices
Touchscreen
Touchscreen Touch/Feel
Gesture Recognition
Touchscreen Usability
Touchscreen Quality/Reliability
Touchscreen Size/Weight
Touchscreen Responsiveness
Touchscreen Functionality
-1% 0% 1% 2% 3%
Smartphone Touch/Gesture Related
Neg % Pos % Neut %
Touchscreen
Gesture Recognition
Touchscreen Usability
Touchscreen Quality/Reliability
Touchscreen Responsiveness
Touchscreen Touch/Feel
Touchpad
Touchscreen Size/Weight
Touchscreen Functionality
Disable Touchpad
-1% 0% 1% 2% 3%
Tablet Touch/Gesture Related
Neg % Pos % Neut %
Page 26© 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 26© 2014 Argus Insights, Inc. Confidential: Do Not Distribute
The Few Touchscreen Enabled Wearables Disappoint Users
• Most wearables (fitness monitors, smart watches) do not have extensive touch or gesture integration yet
• Those that do (Galaxy Gear line, Basis B1, and others) deliver disappointing touch performance
• Significant opportunity in growing market
Touchscreen
Gesture Recognition
Touchscreen Usability
Touchscreen Touch/Feel
Touchscreen Quality/Reliability
Touchscreen Functionality
Touchscreen Size/Weight
Touchscreen Responsiveness
-1% 0% 1%
Wearables Touch/Gesture Related
Neg % Pos % Neut %
Page 27© 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 27© 2014 Argus Insights, Inc. Confidential: Do Not Distribute
Smartphone Touchscreen Perception By Brand
SamsungLG
AppleMotorola
HTCBlackBerry
NokiaSony
KyoceraPantech
ZTEHuawei
BluAmazon
CasioAlcatelSharp
OnePlusSanyo
AsusDell
LenovoNEC
Smartphone Touchscreen Perceptions by Brand
Touchscreen Neg % Touchscreen Pos % Touchscreen Neut %
Page 28© 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 28© 2014 Argus Insights, Inc. Confidential: Do Not Distribute
Touchscreen Keyboards Continue To Frustrate Users
• “ I unlock the phone even without opening anything the battery goes down one percent each time And the touch screen keyboard has been AWFUL Sometimes when I'm typing it won't even type half of the letters the keyboard closes when I try to fix the words”
• “The battery life of this device is horrid, the touch screen goes out constantly, the keyboard will freeze up not even appear when trying to type, the phone will randomly turn itself off when trying to do anything on it thats even slightly intensive like angry birds”
• “I didn't have the tablet for 24 hours when I was already on the phone with Sony about the keyboard touchscreen The touchscreen was a NIGHTMARE!! I would hit one of my apps it would open close other apps at its own discretion The keyboard was doing the same thing When I talked to Sony they told me to factory reset it I did less than 24 hour later the same issue arose Another phone call another reset”
• “I've come to REALLY dislike this phone The touch screen us unresponsive a lot of times To press a button on the screen sometimes I need to press it multiple times for it to register that can be mildly annoying I can deal with it The keyboard is the worst part When I'm texting, a lot of times my messages turn out like this: Hhheelllo tthhiss iss a ttexxt mmessageeee...”
• “I will take great pleasure in spending my money to purchase a phone I like then taking a hammer, shoe, foot, etc to this phone TERRIBLE PHONE the swipe keyboard on this phone is the worst keyboard Android stands behind I have had many Android phones none of the swipe keyboards worked so pathetically.”
Page 29© 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 29© 2014 Argus Insights, Inc. Confidential: Do Not Distribute
Swipe Gestures, Both In Air And On Screen Frustrate
• “I wish I could figure out how to use the motion / gesture function I followed all of the instructions, even see the 'eye' on the top bar, indicating it is working But when I swipe the phone, nothing happens.”
• “The swipe up shortcut menu for wifi Bluetooth is insanely hard to pull up I have to swipe upwards on the phone 5 or 6 times before I can get the menu to display I am honestly disappointed with this phone”
• “ As for answering calls, the screen says to swipe from the outside and well I seem to end up always having to return calls Plan on stopping by store to check out what I'm suppose to do.”
• “ And when the coverage isn't very good, it does weird things For example, when I try to swipe right for an incoming call, the phone just keeps ringing won't let me answer Ultimately I end up having to completely reboot the device to get it to stop”
• “The low point came when I was showing off my new phone at work to extol the virtues of my new Amazon Fire Flick fail Swipe fail Firefly fail I could at least show the dynamic perspective with my lock screen, they gazed politely They tried the swipes flicks, sometimes they worked Overall though, I think I solidified their loyalty to their current iPhone or Android I had my Fire Phone two more demoralizing days”
Page 30© 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 30© 2014 Argus Insights, Inc. Confidential: Do Not Distribute
Touch Responsiveness Across Multiple Builds And Consumer Environments Continues To Be An Issue
• “ The biggest issue that keeps coming up on my phone is how unresponsive the touchscreen gets I have tried turning it off on multiple times with no luck I have also tried re-calibrating it again again This is a very big issue for a $500 phone The unresponsiveness of the touchscreen makes it so that basic things like calling texting/typing UNBEARABLE”
• “The phone loses data connection constantly I have to shut off the phone always be vigilant in watching to see if the phone has lost connection The touch screen has terrible responsiveness freezes quite a bit The problem I have is that every time I call sprint to complain they say it is a phone issue I take the phone to a dealer they say to do a master reset I am sick of rearranging my phone apps because Sprint can't get their act together...”
• “It works pretty well With the touch screen, I find that I have to touch the screen several times on many occasions to get a response Also, it would be nice to have it in a case as it is a little small for me to hold in my hand for any lengths of time.”
• “My family I enjoyed this product initially after three weeks the touch screen became increasingly unresponsive Amazon's site says that if the screen doesn't respond, try turning the device off It got to the point where we couldn't even unlock our Kindle when we turned it back on because the screen couldn't detect our touch One month after our purchase, we stopped trying to use it because it never functioned properly”
• “The touch screen was unresponsive in the upper left corner Windows 8 Is a total disaster I will not buy another windows computer unless it is xp.”
Page 31© 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 31© 2014 Argus Insights, Inc. Confidential: Do Not Distribute
From the mouths of babes, and their parents: Next Steps for Touch
Please contact us if you’d like to know more!
http://www.argusinsights.com Twitter: @argusinsights1-877-992-7487 [email protected]