Competitive Audit Alterian SM2 Social Media Report

Date Range: 9/15/2010 to 10/15/2010

Social Media Performance: Inputs

Social Networking

Sites (Facebook, LinkedIn)

Microblogs (Twitter)

Delicious & Social

Tagging

Google Trends & Insights

Forums

Multimedia (YouTube, Podcasts)

Comments on Mainstream

News

Blogs & Comments

Date range

9/15 – 10/15/2010

Exclude:

Non-English results

Advertising/For Sale

Final results

817

Search Overview and Scope

Tool Used: Alterian SM2

SM2 is a social media monitoring

and analysis solution, which helps

to track conversations, review

positive/negative sentiment for

brand, competitors and partners

across social media channels such

as blogs, wikis, micro-blogs, social

networks, video/photo sharing

sites and real-time alerts.

Results Volume and Statistics

Date range: 9/15 – 10/15/2010

Total Volume: 817 Results

Spike date: September 22nd, 2010

Impactful sites: • www.forums.macrumors.com

• www.howardforums.com

• www.phonexforum.com

• www.twitter.com

13% of conversations were mainly from a web

blog that posted “PhoneX has better HTML5

performance than PhoneZ, but flash is still

King,” on androidpolice.com. It reported that

the PhoneX ran animation with HTML5 much

faster than the PhoneZ. It also claimed that

the PhoneX could run Flash faster while

retaining a longer battery life.

42%

25%

19%

6% 6% 2%

Microblog

Mainstream

MessageBoard/ForumBlog

Social Network

Video/PhotoSharing

Most conversations on Twitter were comparisons between

HTML 5 performance (41% out of all Microblog volume), 3G

connectivity and screen resolution.

Twitter is the main channel for spreading information/news

Top Conversation Topics

Others

Operating System

Features

117

345

181

117 conversations on Games & 3G Connectivity.

Of these, 57 posts mentioned 3G Connectivity

issues

345 conversations focused on OS 4.0 and OS 2.2.

Of these, 329 posts mentioned PhoneZ and 99 posts

mentioned PhoneX

181 conversations focused on screen, battery life, camera, tethering,

web browsing and performance capacity.

Of these, 114 posts mentioned Screen and 60 posts mentioned

Camera.

• 40% of posts made comparisons between Operating Systems, especially between page load speed

tests for the PhoneX on OS 2.2 and the PhoneZ with OS 4.0. Several results showed that without Flash,

PhoneX had a slight advantage over PhoneZ in terms of loading time. However, with Flash both of them

had equal time.

• 24% of conversations were focused on Features which compared screen, battery life, camera, tethering,

web browsing, and performance between the two phones. Of these features, people mentioned screen

resolution and camera quality the most. PhoneZ ranked higher overall in these two categories with higher

resolution for both Screen and Camera than PhoneX.

• The Others category cited conversations on Game and 3G connectivity, in which people talked about how

3G connectivity of both PhoneX and PhoneZ sometimes failed. Several authors also mentioned PhoneZ

to be better on offering games center through an app store.

What they said about Operating System (OS)

OS 2.2 OS 4.1

329

99

“The Flash Player 10.1 on the other hand, blows HTML5 out of

the water running at 57FPS on the PhoneX. To make matters

worse for the company’s vision HTML5 consumed twice the

battery life as Flash for these tests on the PhoneZ.”

( Nick Farrell, techeye.net, Sep 22nd)

“The PhoneX ran the animation 67% faster than the iPod

Touch, and 81% faster than the PhoneZ. Even better, the N1

managed to keep rendering the ball (albeit slowly)”

(Android News, thephone.com, sep 21st)

“OS 2.2 promises to make PhoneX more business-friendly and

let you store apps on a memory card.”

(Edward C. Baig, usatoday.com, Oct 14th)

“I’ve written apps for both OS 4.0 and OS 2.2, and I found

that OS 2.2 is easier to work with..”

(fryetechvideoslink, wringerworld.com, Oct 5th)

Areas where PhoneX was preferred over PhoneZ:

• Smoother, faster performance for web browsing,

game running, and camera features

• Open source OS

• Ease of app creation

• OS 2.2 update

• Business-friendliness

• Ability to store apps directly to a memory card

Verbatim Posts

What they said about Features

Screen Camera Web Browsing Battery Life Tethering Speedperformance

114

60 48

23 19 13

PhoneX PhoneZ

Screen Screen was the highest conversation topic. PhoneX has

innovative improvement of AMOLED screen technology

which can display better under sunshine.

PhoneZ with Retina display was evaluated to perform brighter, sharper

and more power efficient than PhoneX.

Camera Users seem satisfied with the PhoneX camera quality

overall.

Users appreciate PhoneZ’s front facing camera which enabled users to

make Face Time calls. Moreover, video recording 720p HD was adding

as good feature of PhoneZ.

Web browsing PhoneX with OS 2.2 was mentioned to have the best

cache behavior of supporting last modified/Etag and

survives Power Cycle.

PhoneZ was mentioned to be very good in browsing but still have

limitations based on available RAM. OS 4.0, which limits app

installment for supporting web browsing, was accused of reducing

users’ experience on browsing.

Battery Life Several testing videos on youtube.com and blogs concluded that PhoneX has better battery life than PhoneZ. However, multi-task

features of PhoneX drain the battery life faster than PhoneZ.

Tethering People mentioned to use PhoneX as a wifi hotspot for free

data tethering.

Users recognized that PhoneZ has tethering build-in, but complained

about needing to pay for wifi connection to use it.

Speed

Performance

A lot of tweets and articles mentioned tests on speed performance of PhoneZ and PhoneX for web browsing as well as other

features (multi-tasks, camera, HTML5 vs. Flash ). PhoneX on the OS 2.2 won overall in these tests.

Influential Forums

HOWARD FORUM (http://www.howardforums.com)

• Forum where public shares information and discuss mobile and telecommunication.

• 1,612,795 threads / 13,841,828 posts / 953,698 members

• 16 comments focused on different opinions of PhoneX vs. PhoneZ. Some authors prefer PhoneX because of OS 2.2. On the other hand, several customers stated PhoneZ was superior to PhoneX. Users complained about 3G disconnection on both phones.

MACRUMORS (http://forums.macrumors.com)

• Forum where public shares information and discuss phone products, technology.

• 989,060 threads / 11,034,063 posts / 506,365 members

• 23 comments were made by users who were planning to sell their current PhoneX phone to buy PhoneZ White. However, several authors showed preference to PhoneX due to easy updating, multi-task capability, and not needing to jail-break.

XDA – DEVELOPERS (http://forum.xda-developers.com)

• Forum where public shares information and discuss Windows Mobile and OS 2.2.

• 515,290 threads / 7,892,928 posts / 2,881,591 members

• 6 comments mostly mentioned that OS 2.2 was dominant as the best mobile OS available. This was cited as a reason for buying PhoneX. PhoneX was also preferred because of good navigation, free tethering, and updating directly from Google. However, one author complained that the PhoneX keyboard was difficult to use (buttons are too small for user’s fingers).

Influential Individuals on Twitter

• Name: Fabio Sasso

• Location: San Francisco, CA

• URL: http://www.abduzeedo.com/

• Bio: Graphic/web designer and blogger founder of Abduzeedo

• 412 Following, 7,796 Listed, 9,316 Tweets

• 65,004 Followers

• 2 tweets about full review and basic feature comparison between PhoneX and PhoneZ.

abduzeedo

twitter.com/abduzeedo

• Name: Katherine4U

• 943 Following, 11 Listed, 10,211 Tweets

• 1,005 Followers

• 4 tweets mentioned HTML5 performance on PhoneZ and PhoneX, which she considered to be 81% faster than PhoneZ. Flash was found to be faster and better than HTML5.

Katherine4UChat

twitter.com/katherine4uchat

• Name: Erick Tseng

• Location: San Francisco, CA

• URL: http://www.visiglow.com/

• Bio: Head of Mobile Products, Facebook

• 249 Following, 217 Listed, 572 Tweets

• 2,409 Followers

• 1 tweet compared the wifi capabilities of PhoneZ and PhoneX. This is an influential individual because of his high number of followers.

etseng

twitter.com/etseng

These people are experts in technology and mobile products. They blogged and tweeted about the

comparison of features on both PhoneX and PhoneZ. These features included HTML5 performance, Flash,

and wifi hotspots. They have many of followers on Twitter and private websites, which makes their reviews

on mobile products influential in the online social media community.

In their words

“PhoneX trounces PhoneZ when it comes to HTML5: In a benchmark test, PhoneX

outperfomed PhoneZ in... http://bit.ly/bTgOFM”

(Katherine4U, twitter.com, Sep 22nd)

“My full review and comparison with the PhoneX will be up soon :) so far I really like the

PhoneZ...”

(Fabio Sasso, twitter.com, Sep 16th)

“About the PhoneX screen, dont get me wrong, its really good, but it cannot compare with

the Retina Display. The screen is bigger and you can see more in it, like a web site for

example. So in terms of screen PhoneZ has a very clear advantage over PhoneX and I

believe over any other phone out there.”

(Adam Gray, designfeeds.com.au, Sep 20th)

“So in terms of battery life, the PhoneX was superior at least for me because I had all the

multitask, push, gtalk on and was able to get the same time than PhoneZ without those.”

(Fabio Sasso, abduzeedo.com, Sep 17th)

817 results comparing PhoneX and PhoneZ were captured between 9/15-10/15.

The highest volume conversation topic was operating system, which comprised 40% of all posts. Feature-specific comparisons made up 24% of all posts.

PhoneX was preferred over PhoneZ in terms of web browsing, battery life, tethering, and speed performance.

PhoneZ was preferred over PhoneX in terms of the screen display and camera quality. Our recommendation is to frame compete messages around these two

features to highlight how PhoneX stacks up against PhoneZ.

Key Takeaways

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