Date post: | 28-Oct-2014 |
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2. Apple is unlikely to make much of an impact on this market the iPhone wont make a long term mark on the industry Matthew Lynn - BloombergThe iPhone is a niche product Olli-Pekka Kallasvuo Nokia CEO in April 2008The iPhone will not substantially alter the fundamental structure or challenges of the mobile industry Charles Golvin Forrester Insights, Inc. Confidential: Do Not Distribute 2013 Argus ResearchPage 2 3. If you can not measure it, you can not improve it. Lord Kelvin 2013 Argus Insights, Inc. Confidential: Do Not DistributePage 3 4. Others predict based on what consumers bought, Argus Insights predicts based on what consumers love7000Argus Insights 60 Estimate BasedApples Actual Q2 iPhone Unit Volume6000505000404000 303000Morgan Stanley 202000 100010Consensus00 Qtr1Qtr2Qtr3Qtr4Qtr1Qtr2Qtr3Qtr4Qtr1Qtr22011201120112011201220122012201220132013Copyright 2013 Argus Insights, Inc.Apple iPhone 4Apple iPhone 4SApple iPhone 5Apple iPhone 3GSApple iPhone 3GMillions of iPhones; Billions of dollars in RevenueBuzz Volume for iPhone ModelsArgus Insights Beat Wall Street Estimates for Q2 2013 iPhone SalesApple iPhoneQuarterly iPhone Sales 2013 Argus Insights, Inc. Confidential: Do Not DistributePage 4 5. Measuring the Gap Between Brand Promise and Consumer Reality 2013 Argus Insights, Inc. Confidential: Do Not DistributePage 5 6. Brand Blindess 7. Photo from www.flickr.com/photos/ joaomiguelsilva/ 2013 Argus Insights, Inc. Confidential: Do Not DistributePage 7 8. 2013 Argus Insights, Inc. Confidential: Do Not DistributePage 8 9. 2013 Argus Insights, Inc. Confidential: Do Not DistributePage 9 10. 2013 Argus Insights, Inc. Confidential: Do Not DistributePage 10 11. Wrong Target? Wrong Channel? Wrong Message? Wrong Product? Plain Arrogance! 2013 Argus Insights, Inc. Confidential: Do Not DistributePage 11 12. Missing the Point 13. Can you spot the Brand Blindness? 2013 Argus Insights, Inc. Confidential: Do Not DistributePage 13 14. Consumer Participation: Web Comic Campaign 2013 Argus Insights, Inc. Confidential: Do Not DistributePage 14 15. Anarchy Graphic Novel, an ongoing real-time web comic campaign, is not being echoed in social media.Percentage of Tweets (line graph)0.9%Total TweetsAnarchy Graphic novelAnarchy MentionsPeak of Graphic Novel Engagement0.8% 0.7% 0.6%600050004000Peak of Anarchy mentions are on average less than half of the Web Comic Campaign0.5%30000.4% 0.3%Tweets per day (bar graph)1.0%Peak of Anarchy Mentions0.2%200010000.1% 0.0%0 2013 Argus Insights, Inc. Confidential: Do Not DistributePage 15 16. Dear axe body spray, please out a suggested serving size on your bottle. Sincerely, chokin g girls everywhere. 2013 Argus Insights, Inc. Confidential: Do Not DistributePage 16 17. Skynet is Here, Humans are Under Rated 18. Bot or Not: Problem of Machine to Machine Social 2013 Argus Insights, Inc. Confidential: Do Not DistributePage 18 19. Across Both Segments Of Undead Even More Telling15% of Brand Related Tweets Proven Bots 2013 Argus Insights, Inc. Confidential: Do Not DistributePage 19 20. False sense of insecurity 21. Apples Falling Mindshare a Symptom of Brand Blindness? 2013 Argus Insights, Inc. Confidential: Do Not DistributePage 21 22. iPhone 5S launch Draws Half The Attention of 5 Wheres the Kaboom? Consumers looking for the big idea were disappointed.900000 800000Mentions per hour700000Peak is lower than iPhone 5 launch. Less of the market is interested in Apple.iPhone4s600000 iPhone5 500000 400000 300000 200000iPhone5S&CAnd continue to share their disappointmentPre Launch Leaks drive social chatter higher100000 0 -24 -22 -20 -18 -16 -14 -12 -10 -8 -6 -4 -2 0 2 4 6 Hours before and after Apple iPhone launch Event 2013 Argus Insights, Inc. Confidential: Do Not Distribute81012Page 22 23. Tracking Apple Related Tweets in Silicon Valley Apple mentions as % of Silicon Valley Tweets 18.0% 16.0% 14.0%12.0% 10.0% 8.0% 6.0% 4.0% 2.0% 0.0% 17 19 21 23 1 9/8/133579 11 13 15 17 19 21 23 19/9/139/9/133579 11 13 15 17 19 21 23 19/10/13 2013 Argus Insights, Inc. Confidential: Do Not Distribute9/10/133579 11 13 159/11/13Page 23 24. Silicon Valley Twitter Users Most Active at Night 10% of Silicon Valley Tweets 16001400Apple Launch120010008006004002000 17 19 21 23 9/8/13135799/9/1311 13 15 17 19 21 23 9/9/131357911 13 15 17 19 21 239/10/13 2013 Argus Insights, Inc. Confidential: Do Not Distribute9/10/131357911 13 159/11/13Page 24 25. What Else Are Consumers Engaging With If Not Apple? Silicon Valley Tweets 8-11 Sept 2013Apple Specific Tweets 8-11 Sept 2013 2013 Argus Insights, Inc. Confidential: Do Not DistributePage 25 26. Your Turn!