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How do you differentiate your product and win in a multi-billion dollar market? Despite the type of touch technology, user experience drives purchase behavior. The digital format of product promotion and user feedback provides a valuable source of product-based data for product developers and marketers. When you understand dynamic user expectations, you can lower the risk of innovation and create devices that consumers will buy. Find out what users are sharing about their interactive experiences for the tablet, smartphone, and eReader markets over time. Questions to be addressed include: Which experiences and applications drive purchase behavior? Do consumers expect haptic feedback? Do they even like it? What about the gesture experience is catching on? What is the relation of the touch experience to the display and graphics?
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Product Analytics Derived from User-Based Signals in Social Media
Touch-Gesture-Motion 2011
Dr. John Feland, CEO and Founder
Page 2© 2011 Argus Insights, Inc. Confidential: Do Not Distribute
-1
Experience Landscape
Cum
ulati
ve D
elig
ht
1
Great User Experiences are required to succeed today
Nov
‘08
Blackberry Storm
Jun
‘07
iPhone (Gen.1)
Retail Launch
Jun
‘08
iPhone 3G
RIM shipments
30.0
% c
hang
e in
RIM
shi
pmen
ts q
uart
er o
ver q
uart
er
0.0
Page 3© 2011 Argus Insights, Inc. Confidential: Do Not Distribute
Argus Insights are based on User Experiences
consumer responses(consumer reviews, blogs, Facebook,
tweets, internal surveys, customer support logs, etc.)
Patented analysis that enables Predictive Decisions
Improved Product Innovation
Product Over Brand
Predictive Insight
Competitive Landscapes
On Demand
Page 4© 2011 Argus Insights, Inc. Confidential: Do Not Distribute
Begin with the Landscape
You Are
Here
They Are
Here
They Are
Here
They Are
Here
They Are
Here
Page 5© 2011 Argus Insights, Inc. Confidential: Do Not Distribute
Comparison of Tablets from Launch
Days from Product Release
Area of Bubble = Buzz Volume (Number of User Responses that Day)
Positioned by Cumulative Delight that Day
Buzz and Delight Trajectory for iPad 2
Page 6© 2011 Argus Insights, Inc. Confidential: Do Not Distribute
Comparison of Tablets from Launch
iPad2
Nook Tablet
Nook Color (2010)
Days from Product Release
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Comparison of Tablets from Launch
iPad2
Nook Tablet
Nook Color (2010)
Kindle Fire
Days from Product Release
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iPhone Launch Trajectories
iPhone 4
iPhone 3GiPhone 3Gs
iPhone first Available on Verizon
Days from Product Release
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iPhone Launch Trajectories
iPhone 4
iPhone 3GiPhone 3Gs
iPhone 3G
iPhone 4s
Days from Product Release
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Smartphone Touchscreens mostly delight
Touchscreens occupy less and less mindshare for Smartphones
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Tablet Touchscreens have a rockier UX
Tablet Touchscreen still evoke mixed emotions
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Comparing Phones to Tablets
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Most Negatively Viewed Tablet Touchscreens
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Most Positively Viewed Tablet Touchscreens
Is Pen Is Mightier than the Sword (Finger)?
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Stylus is one of the most discussed Tablet Accessories
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Mentions of Stylus usage is growing in TabletsBr
eadt
h of
men
tions
in d
aily
use
r res
pons
es (%
)
Kindle Fire Users discussing Stylus usage
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What Makes the iPhone 4S tick?
iPhone 4
iPhone 4s
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How can we deliver on the promise of interface technologies?
Great Technology is Not Enough
Learning Curve Must be Scalable
Teach Users One Cool Scenario
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Questions?
Black Friday
Tablet Buzz and Delight Landscape by OEM
