Customer Insights & Market Intelligence

A Digital Space: Survey Feedback Executive Summary

Purpose •The purpose of this presentation, is to serve as an sample analytics power point to client to demonstrate what kind of Customer Insights & Market Intelligence services our company will provide and in particular analysis of surveys.

•This Presentation is about Mobile phones.

Do you currently own a cell phone?

•Overwhelming positive response•Sample size: 300

•Yes: 298

•No: 2

•Pros•Large population size of owners

•Cons•Smaller opportunity to capture new users

What type of cell phone do you currently use?

•Of the 98% that own cell phones...•10% still use basic cell phones

•90% use smart phones

•Drivers of smart phone usage may include:•Enhanced capability

•New technology

•Bang for your buck

What brand of cell phone do you currently own?

•Market Leadership - Apple

•Apple was the first to market with a smart phone and touch-screen.

•They have maintained market leadership in brand ownership.

•Alternatives

•All alternatives combined still do not rise to meet Apple's commanding lead in brand ownership.

•Multiple brands have minimal share which suggests lacking technology and failure to launch

Where was the cell phone you currently own purchased?

•Insights• The purchase location with the highest percentage (59%) is from Carrier stores such as AT&T, Verizon, and etc.

• The location with the second highest percentage (16%) is at the Manufacturer's store (Apple, Samsung, etc.).

• As per this survey the majority of people still purchase cell phones through more traditional stores with Manufacturers and Phone Carrier stores.

• As of this survey (December 2013) online/internet purchases only account for 10% of purchases.

Which year was the current cell phone purchased?

•Insights (Survey conducted on December 2013)

•45% purchased their phone in 2013. 36% purchased their phone in 2012. 13% purchased their phone in 2011. 5% purchased their phone in 2010. 1% purchased their phone earlier than 2010 or were not sure when they purchased their phone.

•The average year of purchase is 2011.5

•The average age of a phone is 1.5 years old in relations to when the survey was conducted which was in December of 2013.

What price was paid for the current cell phone?

•Insights•23% paid in the $151 to $200 price range. 18% paid over $250. 17% paid in the $0 to $50 range. 12% paid in the $201 to $250 range. Another 12% paid in the $101 to $150 range. 10% was not sure or did not know what they paid for the phone. 9% paid in the $51 to $100 range.

•The average price for a cell phone would be $175 which falls within the $151 to $200 price range. The average price is also falls within the same price range that the largest percentage of people said that they paid for a phone.

Did the price include a mail-in rebate, carrier's discount or other form of discount?

•Some of discount usage outweighed not using one by 14%.

•With 43% of the population answering that they did not use a price discount shows product loyalty towards that phone and or carrier.

Please indicate how often you use the following features:

•>40% of respondents identified that they use the Text Messaging (96.4%), Alarm Clock (84.1%), Web Browsing (71.7%), and the Calendar (50%) feature on a Daily basis.

•Respondents identified that they use Bluetooth (46.8%), MiFi (30.5%), and the Video Chat (28.2%) feature Never.

•The smallest amount of Daily usage is the Video Chat (7.9%) feature.

•The largest amount of Never usage is the Bluetooth (46.8%) feature.

Please indicate how important each of the following characteristics are in a cell phone & nbsp

• Respondents ranked Text Messaging and Battery Life the top 1 and 2, respectively, as Important or Very Important.

• Battery Life has a higher mean of 5.42 versus Internet Connectivity with 5.13, however, more respondents stated that Internet Connectivity (186) was Very Important than Battery Life (167).

• The highest mean category is Video Capability (6.79).

• The lowest mean category is GPS (4.22).

• The largest number of respondents that were indifferent (‘Neither’) and identified also that it was ‘Not at all Important’ were for a Personal Digital Assistant.

How satisfied respondents are with their current cell phone on the following features:

• Respondent's ranked personal digital assistant, GPS, and sending email as features they are mostly very satisfied with.

• Sending email had a mean of 6.11; higher than personal digital assistant and gps, 5.58 and 5.88 respectively.

• Text messaging had the highest mean of 6.4, while only 36% of respondents are very satisfied, and 25% just satisfied.

• Battery life had the lowest mean of 5.34, as 23% of respondents were very dissatisfied, dissatisfied, or somewhat dissatisfied.

When respondents are planning on purchasing their next cell phone?

•The majority of respondents are planning their next cell phone purchase in either 2014 or 2015, 32% and 44% respectively or 76% total.

•Only 2% of participants are planning on purchasing their next cell phone in 2017 or later.

Respondents ranked the following aspects in the order of their importance in purchasing their next cell phone.

• The number 1 aspect 41% of respondents find important are their phone's features; ironically though this aspect has the lowest mean of 1.94.

• The least important aspect to 48% of respondents is the Carrier name, ironically with the highest mean of the aspects at 3.88.

• Price and manufacturer/brand name are the next most important aspects to the phone's features.

What type of phone orientation would you prefer?

•Insights•Most (52%) users who expressed a preference are flexible with both a Horizontal and vertical phone. However, those who do express a preferences (41%) for vertical phones.

•It would be wiser for phone makers to make vertical phones because (93%) of users who expressed a preference prefer a vertical phone or are flexible with both a Horizontal and vertical phone.

What type of key board would you prefer?

•Insights•Most (71%) users who expressed a preference have a preference for flat keyboard

How much would you be willing to spend on a cell phone that meets with your needs?

•Insights

•We can say with 95% confidence the range that some is will to pay for a phone falls within $256 on the high end and $228.6 on the low end.

Survey Data Dashboard

• The number 1 aspect 41% of respondents find important are their phone's features; ironically though this aspect has the lowest mean of 1.94.

• The least important aspect to 48% of respondents is the Carrier name, ironically with the highest mean of the aspects at 3.88.

• Price and manufacturer/brand name are the next most important aspects to the phone's feature

• Most (52%) users who expressed a preference are flexible with both a Horizontal and vertical phone. However, those who do express a preferences (41%) for vertical phones.

• It would be wiser for phone makers to make vertical phones because (93%) of users who expressed a preference prefer a vertical phone or are flexible with both a Horizontal and vertical phone.

• Market Leadership - Apple

• Apple was the first to market with a smart phone and touch-screen.

• They have maintained market leadership in brand ownership.

• Alternatives

• All alternatives combined still do not rise to meet Apple's commanding lead in brand ownership.

• Multiple brands have minimal share which suggests lacking technology and failure to launch

Survey Data Dashboard

• Respondents ranked Text Messaging and Battery Life the top 1 and 2, respectively, as Important or Very Important.

• Battery Life has a higher mean of 5.42 versus Internet Connectivity with 5.13, however, more respondents stated that Internet Connectivity (186) was Very Important than Battery Life (167).

• The largest number of respondents that were indifferent (‘Neither’) and identified also that it was ‘Not at all Important’ were for a Personal Digital Assistant.

• 23% paid in the $151 to $200 price range. 18% paid over $250. 17% paid in the $0 to $50 range. 12% paid in the $201 to $250 range. Another 12% paid in the $101 to $150 range. 10% was not sure or did not know what they paid for the phone. 9% paid in the $51 to $100 range.

• The average price for a cell phone would be $175 which falls within the $151 to $200 price range. The average price is also falls within the same price range that the largest percentage of people said that they paid for a phone.

What features are important?

• We can say with 95% confidence the range that some is will to pay for a phone falls within $256 on the high end and $228.6 on the low end.

Recommendations

•Market to the intelligent consumer

•Market the phone in a vertical orientation

•Focus marketing towards features

•Price should between $256 on the high end and $228 on the low end.

•Apple is the main competitor to gain Marketshare