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This was a presentation given by Randy Giusto, SVP of Innovation Research at the Digital Living Room event in San Jose in December, 2011. How do brands differentiate when every TV is a Smart TV? Every phone a smart phone? Every tablet does basically the same thing? Every music/entertainment service delivers a similar experience? How do you compete when Apple is more associated with “innovation” than any other brand?
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Innovation in the Age of SamenessDeveloping the Next Winner
Nobody’s Unpredictable
Predicting market potential for business initiatives, with 20+ years validated history
December, 2011
�Predicting Market Potential for business initiatives,with 20+ years of validated history
Ipsos Vantis’ Innovation Focus
A suite of powerful, fast, and affordable A suite of customizable forecasting tools
Optimize & simulate launch scenariosIdentify winning initiatives
© 2011 Ipsos2
A suite of powerful, fast, and affordable services to help you identify winning initiatives early in development by assessing their true market potential.
� Predict market potential� Prioritize features, ideas, & concepts� Define the consumer target� Measure the strength of the message� Identify key/motivating phrases in the
message� Measure buzz potential
A suite of customizable forecasting tools for optimizing price, features, product design, and marketing. Used for modeling new products, portfolios, and categories.
� Forecast units, revenues, profits� Feature simulation� Pricing simulation� Product & Prototype Design simulation� Measure Incrementality vs.
Cannibalization � Competitive war-gaming� Marketing plan simulation
�- Every TV is a Smart TV?
�- Every phone a smart phone?
�- Every tablet does basically the same thing?
�- Every music/entertainment service delivers a similar experience?
How Do Brands Differentiate When…
© 2011 Ipsos3
Most Digital Living Room Offerings Illustrate a Degree of “Sameness”
�Apple is more associated with “innovation” than any other brand
How Do You Compete When…
56%
29%
22%
19%
18%
© 2011 Ipsos4
Source: Ipsos Vantis Innovation Index Q4 2011N = 1,014Q. Which three consumer electronics products and services brands do you associate with being the most innovative today?
18%
15%
14%
13%
Tie 12%
11%
Development, Measurement, and Marketing is Hard!
�Illustrative example-� Tablet launch example
� Hypothetical data
© 2011 Ipsos5
“Share, Revenue, and Profit are Tradeoffs”
�Illustrative example-� Tablet launch example� Hypothetical data
© 2011 Ipsos6
Every New DLR Offering Starts Out as an Idea/Concept
3D TV XBOX Kinect
© 2011 Ipsos7
Android Smartphone Dish Network TV EverywhereTM
Today, Purchase Intent is Really Driven By Many Factors
Seek Information
Intent to Purchase
Intensity of Liking
�Consumer appeal + value perceptions drive purchasing
�Consumer need drives appeal
© 2011 Ipsos8
Price/Value
Uniqueness
Believability
Need Fulfillment
Consumer Purchase
Intent
�But purchase intent is not high if other measures also not strong.
Start Thinking About Your Next DLR Idea as a “Personality”
�Look for patterns or “archetypes” in key measures vs. simply looking for “high scores.”
Top performer archetypes
� Winner
� Under-priced
� Good concept
� Breakthrough� Over-priced � Niche/targeted � Potential future hit
����
© 2011 Ipsos9
MiddlePerformerarchetypes
� Breakthrough
� Me too
� For Want
� Value
Branding
� Over-priced
� Average
� Too premium
� Commodity
� Niche/targeted
� Atypical
� Value resistant
� Unconvincing
� Potential future hit
� Skeptical
� Unbelievable
Caught in middle
Poorperformer archetypes
� Dog����
?
Design Digital Living Room Offerings To Stand Out
Xbox 360 Kinect
Spotify
DISH TVEverywhere
Ultraviolet
Hulu
Market Success Scores
© 2011 Ipsos10
0 50 100 150 200
Sony Reader
Nintendo 3DS
Apple TV
Vizio XVT TVs
iPad 2
Xbox 360 Kinect
And Creating Buzz is as Important as Advertising
Apple TV
iPad 2
Google TV
DISH TVEverywhere
Boxee Box
Xbox 360 Kinect
Nintendo 3DS
Ultraviolet
SpotifyBest Buy Buy Back
PS3 Motion Ctrlr
120
140
160
180
Message P
ow
er
Score
© 2011 Ipsos11
Apple TV
Sony Reader
DISH TVEverywhere
Hulu Plus
Ultraviolet
PSP2
VIERA Cast Tab
iBig Box
3D Blu-ray Player
FloTV
20
40
60
80
100
20 40 60 80 100 120 140 160
Message P
ow
er
Score
Buzz Power Score
Thank You!
Randy Giusto, SVP, Innovation Research
508.254.7975 [email protected]
@IpsosVantis @randygiustowww.innovationpov.com
