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Tablet Market Outlook
     Tablet Research Study, Wave 2

    April 2011 (with Addendum – July, August 2012)

    Dr. Phil Hendrix                                                    Follow at:
    Director, immr and GigaOm Pro analyst                                    @phil_hendrix
    phil.hendrix@immr.org                                                     http://www.slideshare.net/pehendrix
    www.immr.org
    1 (770) 612/1488

    URL for document:
    www.immr.org/downloads/immr_tablet_market_outlook_201104.pdf


1      ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
Contents
Research Findings                                                                                                               Page
How Familiar are Consumers with Tablets?                                                                                         3
How Familiarity Varies by Type of Mobile Devices Owned                                                                           4
What’s Driving Familiarity with Tablets?                                                                                         5
How Interested are Consumers in Purchasing a Tablet?                                                                             6
Which OS + App Stores do Consumers Prefer for Tablets?                                                                           7
Characteristics of Likely Tablet Purchasers                                                                                      8
How Much Will Consumers Pay for Tablets?                                                                                         9
Likelihood of Considering Brands for Tablet Purchase                                                                             11
Brands Most Likely to be Considered, Preferred for Tablets (added 8/2012)                                                        12
Which OEMs Are Best Positioned to Win the Tablet War?                                                                            13
Anticipated Uses of Tablets                                                                                                     14/15
Consumers’ Preferences for 7” vs. 10” Screen Sizes (added 7/1012)                                                               16/17
Tablet Choice Model – Overview, Illustrative Findings                                                                           18/24
Appendix – Overview of the Tablet Research Study, immr                                                                          25/31


2           ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
How Familiar are Consumers with Tablets?
       Nearly 3 out of 10 consumers are very familiar with Tablets, while two out of three are at least
       “Somewhat Familiar”




Text     Tablets (also known as Tablet PCs) are a new type of PC that includes the Apple iPad, Samsung Galaxy Tab and other models. How familiar are you with Tablets?


Source Tablet Research Study              Date      March 2011       Question       QC01 Segment           Total Sample                                        n = 1,014

3                        ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
How Familiarity Varies by Type of Mobile Devices Owned
       Compared to Feature Phone owners, Smart phone owners are much more familiar with Tablets




Text     Tablets (also known as Tablet PCs) are a new type of PC that includes the Apple iPad, Samsung Galaxy Tab and other models. How familiar are you with Tablets?


Source Tablet Research Study              Date      March 2011       Question       QC01 Segment           Total Sample                                        n = 1.014

4                        ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
What’s Driving Familiarity with Tablets?
       Consumers are being exposed to Tablets through OEMs, the media and other users. In the last 30 days, over
       half have seen an ad or commercial for a Tablet, while 4 in 10 have seen someone else using a Tablet.




Text     In the last 30 days, which if any of the following experiences have you had with Tablets? (check all that apply)

Source Tablet Research Study                Date      March 2011         Question       QC02 Segment             Total Sample                 n = 1,014

5                         ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
How Interested are Consumers in Purchasing a Tablet?
       Four out of ten consumers are very or extremely interested in purchasing a Tablet




Text     Overall, how interested are you in purchasing a Tablet for… (a) yourself; (b) your spouse (if married); (c) for your child(ren) age 7,12; 13,18; 19,24 (if present)
         (Scale: Not at all interested; Somewhat interested; Fairly interested; Very interested; Extremely interested)
Source Tablet Research Study                Date      March 2011        Question       QC06 Segment             Total Sample                                          n = 1,014

6                         ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
Who’s Winning the OS + App Store Battle?




Note:   Ratings of Tablet OS and App Store combinations; ties permitted


Source immr Tablet Research Study        Date March 2011         Question      QE02K Segment          Total Sample                       n = 814


 7                   ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
Characteristics of Likely Tablet Purchasers
     Likely Tablet Purchasers are distinguished by a number of characteristics. Smart phone HHs, for example, are
     1.5x as likely to be interested in purchasing a Tablet, while individuals age 45+ are only 75% as likely,
     compared to the average (index = 100).




Source Tablet Research Study      Date     March 2011     Question     QC06 Segment          Results within Segments Shown             n = 814

8                  ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
How Much Will Consumers Pay for Tablets?




                       Source: immr Tablet Research Study, March 2011




                       Source: immr Tablet Research Study, March 2011




                       Source: immr Tablet Research Study, March 2011

Note:   A, B, and C are mean of responses to questions shown on next page; p25 is 25th percentile; p75 is 75th percentile response.


Source immr Tablet Research Study         Date March 2011           Question   QE03      Segment      Interested in Purchasing Tablet    n = 314


 9                   ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
How Much Will Consumers Pay for Tablets? (cont’d.)
Discussion
     For prospective Tablet buyers (e.g., those “very or extremely interested” in
     purchasing a Tablet for themselves or a household member), $350 is the “sweet
     spot” in Pricing. At that price, the average prospective buyer would definitely buy.
     As prices rise above $350, prospective buyers view Tablets as “getting expensive”
     and would have to weigh the costs and benefits more carefully before buying.
     For the average Tablet buyer, $525 represents a ceiling beyond which they are
     unwilling to go. While there are “premium buyers” willing to pay more, those
     buyers represent a small segment of the overall market.
     At the other end of the market, prospective buyers question the quality of Tablets
     priced below $200.
     Additional findings re: price sensitivity and elasticity included in final report.




10              ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
Likelihood of Considering Brands for Tablet Purchase




a
 Percent Ranking Brand #1, 2, 3, 4, or 5 of Top 5 Brands They Would Consider for a Tablet


Source Immr Tablet Research Study                    Date March 2011            Questions   QD04:1_15   Segments    Total Sample              n = 1,014

11                        ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
Brands Most Likely to be Considered, Preferred for Tablets
Considerationa
               80%



               70%



               60%



               50%



               40%



               30%



               20%



               10%


                              Other Tier 2 Brands (avg.)
                0%
                  30%                   40%                  50%                 60%                 70%             80%        90%               100%
                                                                                                      b
                                                                                  Preference
a
 Percent Ranking Brand as 1 of Top 5 Brands They Would Consider for Tablets
b
    Among respondents who ranked Brand in Top 5, percent rating “Preferred” or “Close to Preferred” on 5 pt. scale

Source Immr Tablet Research Study                        Date March 2011           Questions        QD04 and 21 Segments   Rank Brand in Top 5       n = 1,014

12                            ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
Which OEMs Are Best Positioned to Win the Tablet War?
     Considerationa
        80%
                                                                                                         Admired
        70%
                       Preference Ratings                                                                 by All
                        for each OEM in
                           Full Report
        60%                                                              In the Hunt
        50%



        40%



        30%
                                                                 Liked by
                                                                 Many
        20%
                   Long Shot                                                                                                   Can’t
        10%
                                                                                                                             Rule Out

         0%
                     Tier 2 Brands
           30%                 40%               50%               60%               70%               80%                90%               100%
                                                                                        b
                                                                      Preference                              Source:    Dr. Phil Hendrix, immr
                                                                                                                         Tablet Study, March 2011
              a
              Percent Ranking Brand as 1 of Top 5 Brands They Would Consider for Tablets (n = 1,014)
              b
               Among respondents who ranked Brand in their Top 5, percent rating Brand “Preferred” or “Close to Preferred” on 5 pt. Scale
              (n varies by brand, from n=1,014 for Apple, HP, Blackberry and Nokia to 100 700+ for other brands)


13                 ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
Anticipated Uses of Tablets – Overall
                       Percent Rating Activity as 1 of Top 5 Anticipated Tablet Uses




                                                                                  Source: Dr. Phil Hendrix, immr
                                                                                          Tablet Study, March 2011




Source Immr Tablet Research Study         Date March 2011        Questions     QX04:1_29       Segments      Tablet Non/owners         n = 920

14                 ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
Anticipated Uses of Tablets x Age Group
                                                                     Percent Rating Activity as 1 of Top 5 Anticipated Tablet Uses

     1 e/mail

     2 Search on Search Engine

     3 Visit other websites on the Internet

     4 Get information (flights, scores, weather)                                                                         Age

     5 Play games

     6 Access Facebook or other social network

     7 Check financial account

     8 Listen to music

     9 Text messaging/chat with others

     10 Watch movies you’ve downloaded

     11 Get directions or view map

     12 Watch videos on YouTube, other websites

     13 Watch TV (live or from the internet)

     14 Read news stories
                                                                                Source: Dr. Phil Hendrix, immr Tablet Study, March 2011
     15 Read e/books
                                                                                (n = 920; Tablet non owners)
     16 Make phone calls
                                                                         10%     20%      30%     40%      50%      60%     70%     80%




15              ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
Screen Size Pros and Cons
     Explanation given to Survey Respondents




16   ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
Preferences for Tablets x Screen Size




Text   Please rate your preferences for tablets with the following Screen Sizes: 7” and 10” (Scale: Most Preferred; Close to Preferred; Just OK; Consider Reluctantly; Reject)

Source Tablet Research Study             Date      March 2011        Question       QC01 Segment            Total Sample                                         n = 1,014


17                     ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
Tablet
                               Choice Model




18   ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
Tablet Choice Study

The Tablet Study also includes a Choice Model exercise to better
answer the questions below.
            Choice Modeling                                                          Questions Answered
     Respondents shown series of                                             Demand and Market Share
     Tablets
     Tablet features and prices varied                                       Market share x Brand
     according to an experimental
                                                                             Share x Model (size; Wi/Fi/3G;
     design
                                                                             etc.)
     Respondents indicate likelihood of
     choosing                                                                Feature value/impact
     Statistical modeling used to
                                                                             Price elasticity
     estimate impact of features, brands,
     pricing                                                                 Impact of Operator Subsidy
     Effects incorporated into simulator,
     using to do “what if” analyses                                          Modeling competitive scenarios


19            ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
Features Examined in Tablet Choice Model




20           ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
Examples – Tablets Shown in the Choice Task




21           ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
Illustrative Results from the Choice Model

                  Tablet Feature Impacts on Consumer Choice




Source immr Tablet Research Study         Date March 2011        Question          Choice      Scenario      Across All                n = 1,014


22                 ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
Illustrative Results from the Choice Model




Source immr Tablet Research Study         Date March 2011        Question          Choice      Scenario      Across All                n = 814

23                 ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
Thank You!

      Additional research findings available –
       for more info contact Dr. Phil Hendrix.

     phil.hendrix@immr.org                                                             pehendrix
     www.immr.org

     +1 (770) 612/1488                                                                 phil_hendrix


24          ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
Appendix




25   ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
Overview of Research
     Research Objectives                                                     Sample Characteristics
       Estimate Tablets market potential                                           Mobile phone owners age 19+
                                                                                   n = 1,014 (including supplement
       Calibrate consumer preferences for
                                                                                   from immr Wave 1 study)
       Tablet models and features
                                                                                   Quotas for:
       Estimate price and feature elasticity
                                                                                        Age
       Profile Tablet buyer segment
                                                                                        Gender
                                                                                        Region
     Research Approach                                                                  Feature and smart phone owners

       Online survey with national sample
       of consumers
                                                                             Survey:
       Choice Modeling methodology to                                              Online survey (length ~ 20 mins.)
       calibrate brand and feature
                                                                                   Survey questions plus
       preferences
                                                                                   Choice Model
       Simulator to model share under
       various model x feature scenarios                                     aAddit’lcriteria applied in selecting sample: Annual HH
                                                                              income; Responsibility for selecting consumer electronics
       Data collection Feb. – March 2011                                      for HH; Employment status



26             ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
Dr. Phil Hendrix – Bio

                              Dr. Phil Hendrix is the founder and director of immr, a research and consulting firm focused on “very
                              new” product and market opportunities, and an analyst with GigaOm Pro. He specializes in helping
                              organizations identify, verify, and capitalize on opportunities for products that are new to customers
                              and very often new to market. Dr. Hendrix has developed perspectives and research based tools to
                              uncover customers’ unmet needs, reveal hurdles slowing adoption, trigger interest and accelerate
                              purchase, and determine features and pricing to maximize market penetration. He has extensive
                              experience adapting and applying research approaches, both qualitative and quantitative, to amplify
     Dr. Phil Hendrix         weak market signals and help clients innovate successfully.
     Director, immr           Phil has led significant engagements with numerous startups (such as Company.com) and multiple
     www.immr.org             business units of Fortune 100 clients in telecommunications (AT&T, Verizon, Sprint, Sony Ericsson,
     +1 (770) 612/1488        and others), financial services (American Express), transportation (UPS), insurance (Allstate, United
     phil.hendrix@immr.org    Healthcare), healthcare (Meridian Health, US Oncology), and others. He has worked closely with
                              senior management and client project teams on issues ranging from “traditional marketing”
                              (segmentation, positioning, branding) to innovation, user experience, and customer retention. Over
                              the course of his career, Phil has helped clients conceive and successfully launch dozens of new
                              products, businesses, and brands. He has extensive experience in B2C and B2B (SMB) markets. He
                              is also a frequent speaker at industry and academic conferences.

                              Phil brings a unique combination of academic rigor, strategic perspective, and hands on experience to
                              his work. Before founding immr, Phil was a partner with DiamondCluster (strategy and technology
                              consultancy), founder and head of IMS (Integrated Measurement Systems), and a principal with
                              Mercer Management Consulting. He has held faculty and research positions at Emory University and
                              the University of Michigan, where he taught courses in research design and analysis, buyer behavior,
                              and marketing strategy, and the Survey Research Center at U. of Michigan. After receiving his PhD
                              in marketing from the University of Michigan, Dr. Hendrix completed post doctoral studies in applied
                              statistics and mathematical psychology.

                              Overview and excerpts from Phil’s recent publications are available at Slideshare
                              (www.slideshare/pehendrix), with additional information available at www.immr.org and GigaOm Pro.


27                   ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
Dr. Phil Hendrix – Recent Reports and Publications
        Excerpts available at www.slideshare.net/pehendrix                                 Copies available at http://pro.gigaom.com/




28                 ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
Recent Presentations, Conference Participation
                         Workshop – Monetization                                                              If we build it, will they
                         Models for Location, Augmented                                                       come? Consumer Demand
                         Reality and Context Servicesa                                                        and Preferences for Tablets
                         April 28, 2010 – San Francisco                                                       in the iPad Erac
                                                                                                              Oct. 5, 2010 – San Francisco

                         Dealing With The Data Tsunami:                                                       WCA Presents: What’s Hot
                         The Big Data Panela                                                                  about LBS?a
                         June 23–24, 2010 – San Francisco                                                     Oct. 8, 2010 – San Francisco



                         The Futures of Location/based                                                        Local at the Bleeding Edge +
                         Servicesa                                                                            Making Money with
                         The Future of Geo/loco                                                               Location/Based Servicesa,b
                         Investmenta                                                                          Nov. 3, 2010 – New York
                         July 21, 2010 – San Francisco

                         Build Sustainable LBS Business                                                       Visions for 2011 –
                         Models for 2011 and Beyonda                                                          M/Commerceb
                         Sept. 14 – 15, 2010 – San Jose                                                       Wireless Technology Forum
                                                                                                              Nov. 18, 2010 – Atlanta


                         Trends and Numbers / Where is                                                        Are Tablets Taking Over?a, c
                         It All Goingb                                                                        Wireless Technology Forum
                         Sept. 29 30, 2010 – New York                                                         March 18, 2011– Atlanta


                         Apps vs. Web: The Fight For The                                                      Market Outlook for Tabletsc
                         Futurea                                                                              Future of Tablets Conf.
                         Sept. 30, 2010 – San Francisco                                                       March 22, 2011 Orlando


     a                                                     b                                                         c
         Moderated session/panel                               Participating on Panel                                    Presenting

29                ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
immr Helps Clients Verify and Capitalize on Market Opportunities




30        ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
Selected Clients
                                    Selected Clients with Whom We’ve Worked




                                           Products, Services and Issues Examined

             General                     Network/Operators                         Devices/OEMs                          Services/Apps
       Market Segmentation               Bundling                              Smart phones                           Innovation and new
       Market sizing                     Plans and pricing                     MIDs (Mobile Internet                  product development
       Competitive Positioning           Wi fi/Hot spots                       Devices)                               Mobile Apps (wide range)
       Branding                          Customer Service/                     Channel strategy                       MVoIP (Mobile VoIP)
       Product configuration             Self Service                          Promotional strategy                   Location based Services
                                         Customer Retention                                                           Unified Messaging
                                         Web Interface                                                                Speech Recognition
                                         (functionality/usability)


31                 ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org

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Tablet Market Outlook - April 2011 - Dr. Phil Hendrix, immr

  • 1. Tablet Market Outlook Tablet Research Study, Wave 2 April 2011 (with Addendum – July, August 2012) Dr. Phil Hendrix Follow at: Director, immr and GigaOm Pro analyst @phil_hendrix phil.hendrix@immr.org http://www.slideshare.net/pehendrix www.immr.org 1 (770) 612/1488 URL for document: www.immr.org/downloads/immr_tablet_market_outlook_201104.pdf 1 ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
  • 2. Contents Research Findings Page How Familiar are Consumers with Tablets? 3 How Familiarity Varies by Type of Mobile Devices Owned 4 What’s Driving Familiarity with Tablets? 5 How Interested are Consumers in Purchasing a Tablet? 6 Which OS + App Stores do Consumers Prefer for Tablets? 7 Characteristics of Likely Tablet Purchasers 8 How Much Will Consumers Pay for Tablets? 9 Likelihood of Considering Brands for Tablet Purchase 11 Brands Most Likely to be Considered, Preferred for Tablets (added 8/2012) 12 Which OEMs Are Best Positioned to Win the Tablet War? 13 Anticipated Uses of Tablets 14/15 Consumers’ Preferences for 7” vs. 10” Screen Sizes (added 7/1012) 16/17 Tablet Choice Model – Overview, Illustrative Findings 18/24 Appendix – Overview of the Tablet Research Study, immr 25/31 2 ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
  • 3. How Familiar are Consumers with Tablets? Nearly 3 out of 10 consumers are very familiar with Tablets, while two out of three are at least “Somewhat Familiar” Text Tablets (also known as Tablet PCs) are a new type of PC that includes the Apple iPad, Samsung Galaxy Tab and other models. How familiar are you with Tablets? Source Tablet Research Study Date March 2011 Question QC01 Segment Total Sample n = 1,014 3 ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
  • 4. How Familiarity Varies by Type of Mobile Devices Owned Compared to Feature Phone owners, Smart phone owners are much more familiar with Tablets Text Tablets (also known as Tablet PCs) are a new type of PC that includes the Apple iPad, Samsung Galaxy Tab and other models. How familiar are you with Tablets? Source Tablet Research Study Date March 2011 Question QC01 Segment Total Sample n = 1.014 4 ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
  • 5. What’s Driving Familiarity with Tablets? Consumers are being exposed to Tablets through OEMs, the media and other users. In the last 30 days, over half have seen an ad or commercial for a Tablet, while 4 in 10 have seen someone else using a Tablet. Text In the last 30 days, which if any of the following experiences have you had with Tablets? (check all that apply) Source Tablet Research Study Date March 2011 Question QC02 Segment Total Sample n = 1,014 5 ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
  • 6. How Interested are Consumers in Purchasing a Tablet? Four out of ten consumers are very or extremely interested in purchasing a Tablet Text Overall, how interested are you in purchasing a Tablet for… (a) yourself; (b) your spouse (if married); (c) for your child(ren) age 7,12; 13,18; 19,24 (if present) (Scale: Not at all interested; Somewhat interested; Fairly interested; Very interested; Extremely interested) Source Tablet Research Study Date March 2011 Question QC06 Segment Total Sample n = 1,014 6 ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
  • 7. Who’s Winning the OS + App Store Battle? Note: Ratings of Tablet OS and App Store combinations; ties permitted Source immr Tablet Research Study Date March 2011 Question QE02K Segment Total Sample n = 814 7 ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
  • 8. Characteristics of Likely Tablet Purchasers Likely Tablet Purchasers are distinguished by a number of characteristics. Smart phone HHs, for example, are 1.5x as likely to be interested in purchasing a Tablet, while individuals age 45+ are only 75% as likely, compared to the average (index = 100). Source Tablet Research Study Date March 2011 Question QC06 Segment Results within Segments Shown n = 814 8 ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
  • 9. How Much Will Consumers Pay for Tablets? Source: immr Tablet Research Study, March 2011 Source: immr Tablet Research Study, March 2011 Source: immr Tablet Research Study, March 2011 Note: A, B, and C are mean of responses to questions shown on next page; p25 is 25th percentile; p75 is 75th percentile response. Source immr Tablet Research Study Date March 2011 Question QE03 Segment Interested in Purchasing Tablet n = 314 9 ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
  • 10. How Much Will Consumers Pay for Tablets? (cont’d.) Discussion For prospective Tablet buyers (e.g., those “very or extremely interested” in purchasing a Tablet for themselves or a household member), $350 is the “sweet spot” in Pricing. At that price, the average prospective buyer would definitely buy. As prices rise above $350, prospective buyers view Tablets as “getting expensive” and would have to weigh the costs and benefits more carefully before buying. For the average Tablet buyer, $525 represents a ceiling beyond which they are unwilling to go. While there are “premium buyers” willing to pay more, those buyers represent a small segment of the overall market. At the other end of the market, prospective buyers question the quality of Tablets priced below $200. Additional findings re: price sensitivity and elasticity included in final report. 10 ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
  • 11. Likelihood of Considering Brands for Tablet Purchase a Percent Ranking Brand #1, 2, 3, 4, or 5 of Top 5 Brands They Would Consider for a Tablet Source Immr Tablet Research Study Date March 2011 Questions QD04:1_15 Segments Total Sample n = 1,014 11 ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
  • 12. Brands Most Likely to be Considered, Preferred for Tablets Considerationa 80% 70% 60% 50% 40% 30% 20% 10% Other Tier 2 Brands (avg.) 0% 30% 40% 50% 60% 70% 80% 90% 100% b Preference a Percent Ranking Brand as 1 of Top 5 Brands They Would Consider for Tablets b Among respondents who ranked Brand in Top 5, percent rating “Preferred” or “Close to Preferred” on 5 pt. scale Source Immr Tablet Research Study Date March 2011 Questions QD04 and 21 Segments Rank Brand in Top 5 n = 1,014 12 ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
  • 13. Which OEMs Are Best Positioned to Win the Tablet War? Considerationa 80% Admired 70% Preference Ratings by All for each OEM in Full Report 60% In the Hunt 50% 40% 30% Liked by Many 20% Long Shot Can’t 10% Rule Out 0% Tier 2 Brands 30% 40% 50% 60% 70% 80% 90% 100% b Preference Source: Dr. Phil Hendrix, immr Tablet Study, March 2011 a Percent Ranking Brand as 1 of Top 5 Brands They Would Consider for Tablets (n = 1,014) b Among respondents who ranked Brand in their Top 5, percent rating Brand “Preferred” or “Close to Preferred” on 5 pt. Scale (n varies by brand, from n=1,014 for Apple, HP, Blackberry and Nokia to 100 700+ for other brands) 13 ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
  • 14. Anticipated Uses of Tablets – Overall Percent Rating Activity as 1 of Top 5 Anticipated Tablet Uses Source: Dr. Phil Hendrix, immr Tablet Study, March 2011 Source Immr Tablet Research Study Date March 2011 Questions QX04:1_29 Segments Tablet Non/owners n = 920 14 ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
  • 15. Anticipated Uses of Tablets x Age Group Percent Rating Activity as 1 of Top 5 Anticipated Tablet Uses 1 e/mail 2 Search on Search Engine 3 Visit other websites on the Internet 4 Get information (flights, scores, weather) Age 5 Play games 6 Access Facebook or other social network 7 Check financial account 8 Listen to music 9 Text messaging/chat with others 10 Watch movies you’ve downloaded 11 Get directions or view map 12 Watch videos on YouTube, other websites 13 Watch TV (live or from the internet) 14 Read news stories Source: Dr. Phil Hendrix, immr Tablet Study, March 2011 15 Read e/books (n = 920; Tablet non owners) 16 Make phone calls 10% 20% 30% 40% 50% 60% 70% 80% 15 ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
  • 16. Screen Size Pros and Cons Explanation given to Survey Respondents 16 ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
  • 17. Preferences for Tablets x Screen Size Text Please rate your preferences for tablets with the following Screen Sizes: 7” and 10” (Scale: Most Preferred; Close to Preferred; Just OK; Consider Reluctantly; Reject) Source Tablet Research Study Date March 2011 Question QC01 Segment Total Sample n = 1,014 17 ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
  • 18. Tablet Choice Model 18 ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
  • 19. Tablet Choice Study The Tablet Study also includes a Choice Model exercise to better answer the questions below. Choice Modeling Questions Answered Respondents shown series of Demand and Market Share Tablets Tablet features and prices varied Market share x Brand according to an experimental Share x Model (size; Wi/Fi/3G; design etc.) Respondents indicate likelihood of choosing Feature value/impact Statistical modeling used to Price elasticity estimate impact of features, brands, pricing Impact of Operator Subsidy Effects incorporated into simulator, using to do “what if” analyses Modeling competitive scenarios 19 ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
  • 20. Features Examined in Tablet Choice Model 20 ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
  • 21. Examples – Tablets Shown in the Choice Task 21 ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
  • 22. Illustrative Results from the Choice Model Tablet Feature Impacts on Consumer Choice Source immr Tablet Research Study Date March 2011 Question Choice Scenario Across All n = 1,014 22 ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
  • 23. Illustrative Results from the Choice Model Source immr Tablet Research Study Date March 2011 Question Choice Scenario Across All n = 814 23 ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
  • 24. Thank You! Additional research findings available – for more info contact Dr. Phil Hendrix. phil.hendrix@immr.org pehendrix www.immr.org +1 (770) 612/1488 phil_hendrix 24 ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
  • 25. Appendix 25 ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
  • 26. Overview of Research Research Objectives Sample Characteristics Estimate Tablets market potential Mobile phone owners age 19+ n = 1,014 (including supplement Calibrate consumer preferences for from immr Wave 1 study) Tablet models and features Quotas for: Estimate price and feature elasticity Age Profile Tablet buyer segment Gender Region Research Approach Feature and smart phone owners Online survey with national sample of consumers Survey: Choice Modeling methodology to Online survey (length ~ 20 mins.) calibrate brand and feature Survey questions plus preferences Choice Model Simulator to model share under various model x feature scenarios aAddit’lcriteria applied in selecting sample: Annual HH income; Responsibility for selecting consumer electronics Data collection Feb. – March 2011 for HH; Employment status 26 ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
  • 27. Dr. Phil Hendrix – Bio Dr. Phil Hendrix is the founder and director of immr, a research and consulting firm focused on “very new” product and market opportunities, and an analyst with GigaOm Pro. He specializes in helping organizations identify, verify, and capitalize on opportunities for products that are new to customers and very often new to market. Dr. Hendrix has developed perspectives and research based tools to uncover customers’ unmet needs, reveal hurdles slowing adoption, trigger interest and accelerate purchase, and determine features and pricing to maximize market penetration. He has extensive experience adapting and applying research approaches, both qualitative and quantitative, to amplify Dr. Phil Hendrix weak market signals and help clients innovate successfully. Director, immr Phil has led significant engagements with numerous startups (such as Company.com) and multiple www.immr.org business units of Fortune 100 clients in telecommunications (AT&T, Verizon, Sprint, Sony Ericsson, +1 (770) 612/1488 and others), financial services (American Express), transportation (UPS), insurance (Allstate, United phil.hendrix@immr.org Healthcare), healthcare (Meridian Health, US Oncology), and others. He has worked closely with senior management and client project teams on issues ranging from “traditional marketing” (segmentation, positioning, branding) to innovation, user experience, and customer retention. Over the course of his career, Phil has helped clients conceive and successfully launch dozens of new products, businesses, and brands. He has extensive experience in B2C and B2B (SMB) markets. He is also a frequent speaker at industry and academic conferences. Phil brings a unique combination of academic rigor, strategic perspective, and hands on experience to his work. Before founding immr, Phil was a partner with DiamondCluster (strategy and technology consultancy), founder and head of IMS (Integrated Measurement Systems), and a principal with Mercer Management Consulting. He has held faculty and research positions at Emory University and the University of Michigan, where he taught courses in research design and analysis, buyer behavior, and marketing strategy, and the Survey Research Center at U. of Michigan. After receiving his PhD in marketing from the University of Michigan, Dr. Hendrix completed post doctoral studies in applied statistics and mathematical psychology. Overview and excerpts from Phil’s recent publications are available at Slideshare (www.slideshare/pehendrix), with additional information available at www.immr.org and GigaOm Pro. 27 ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
  • 28. Dr. Phil Hendrix – Recent Reports and Publications Excerpts available at www.slideshare.net/pehendrix Copies available at http://pro.gigaom.com/ 28 ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
  • 29. Recent Presentations, Conference Participation Workshop – Monetization If we build it, will they Models for Location, Augmented come? Consumer Demand Reality and Context Servicesa and Preferences for Tablets April 28, 2010 – San Francisco in the iPad Erac Oct. 5, 2010 – San Francisco Dealing With The Data Tsunami: WCA Presents: What’s Hot The Big Data Panela about LBS?a June 23–24, 2010 – San Francisco Oct. 8, 2010 – San Francisco The Futures of Location/based Local at the Bleeding Edge + Servicesa Making Money with The Future of Geo/loco Location/Based Servicesa,b Investmenta Nov. 3, 2010 – New York July 21, 2010 – San Francisco Build Sustainable LBS Business Visions for 2011 – Models for 2011 and Beyonda M/Commerceb Sept. 14 – 15, 2010 – San Jose Wireless Technology Forum Nov. 18, 2010 – Atlanta Trends and Numbers / Where is Are Tablets Taking Over?a, c It All Goingb Wireless Technology Forum Sept. 29 30, 2010 – New York March 18, 2011– Atlanta Apps vs. Web: The Fight For The Market Outlook for Tabletsc Futurea Future of Tablets Conf. Sept. 30, 2010 – San Francisco March 22, 2011 Orlando a b c Moderated session/panel Participating on Panel Presenting 29 ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
  • 30. immr Helps Clients Verify and Capitalize on Market Opportunities 30 ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org
  • 31. Selected Clients Selected Clients with Whom We’ve Worked Products, Services and Issues Examined General Network/Operators Devices/OEMs Services/Apps Market Segmentation Bundling Smart phones Innovation and new Market sizing Plans and pricing MIDs (Mobile Internet product development Competitive Positioning Wi fi/Hot spots Devices) Mobile Apps (wide range) Branding Customer Service/ Channel strategy MVoIP (Mobile VoIP) Product configuration Self Service Promotional strategy Location based Services Customer Retention Unified Messaging Web Interface Speech Recognition (functionality/usability) 31 ©2011. Permission granted to copy and distribute with attribution Dr. Phil Hendrix , immr/GigaOm Pro www.immr.org