ios7 the emotions behing the operating system

Background

• Apple launched iOS 7 the latest operation system for the company’s mobile devices. September 18, 2013

• “Is the biggest change to iOS since the introduction of the iPhone” Tim Cook –Apple’s CEO

• New aesthetic style and functionalities. i.e. new minimalistic style and iTunes radio

• Huge buzz around iOS7 even before official release

• Historical interest on Apple’s releases.

• Public scrutiny since Steve Job’s dead in 2011

• Uncertainty on Apple’s ability to keep on innovation path

• Software and Hardware competitors gaining market share. (Android 81.0% iOS 12.9%, Windows Phone 3.6%, BlackBerry 1.7%)

Purpose of Study

• Understand the state of public opinion and emotions regarding iOS 7 through Social Network Analysis

• Determine the different voices on the iOS 7 online discussions

• Correlate emotional results with Apple brand

Research

• General Google Search

• Google Trends Search

• Condor Blog and Web Search

Phase 1

17,400,000

Google Search & Trends

Search hits

17,400,000

Release date

Work around!

Google Search & Trends

Condor Blog Collector

Condor

Condor Blog Collector

Condor Web Search

Condor Web Search

Blog + Web Search

• Twitter: Sentiment Viz and Topsy

• Reviews Collecting (2 sources)

• Reviews’ Sentiment Analysis

Phase 2

Twitter: Sentiment Viz

Twitter: Sentiment Viz

Twitter: Sentiment Viz

Topsy: General

Twitter activity

With iOS7 I’m able to spend more time on my phone that ever before

Topsy: General

With iOS7 I’m able to spend more time on my phone that ever before

Topsy: General

I didn’t update to iOS7 yet… #rebel

With iOS7 I’m able to spend more time on my phone that ever before

Topsy: General

I didn’t update to iOS7 yet… #rebel

Tweeting World Map

Twitter: Topsy Sentiment Analysis

1,015, 704 1,073,799

Twitter: Topsy Sentiment Analysis

This iOS7 got my iPhone lookiing like windows PC. Da f**k?

Twitter: Topsy Sentiment Analysis

1,015, 704 1,073,799

Just found out the new settings on iOS7 that lets you control you phone with voice and head tilts. I turned it on!

Twitter: Topsy topic

Relevant Twitts

Relevant Twitts

Relevant Twitts

New app versions

I <3 iOS7

Blocking number

Draining Battery

Short cuts and tricks

Tech Radar Reviews

Tech Radar Reviews

Cnet Reviews

Cnet Reviews

Findings

Findings from Step 1

Publicationstheverge.commashable.comslate.comforbes.comlifehacker.combuzzfeed.com

Technologytechcrunch.comthenextweb.comgigaom.comreviews.cnet.comtechmeme.comIdownloadblog.comreadwrite.comarstechnica.comzdnet.comengadget.comhowto.cnet.comnshipster.com

Apple Exclusive9to5mac.comiphonehacks.comimore.commacstories.netmacrumors.commacworld.com

Newshuffingtonpost.comBlogherald.comcnn.comtechland.time.commoney.cnn.comusatoday.comnydailynews.comarticles.latimes.comabcnews.go.comhealthland.time.comfoxnews.comnews.yahoo.comwired.comnbcnews.com

Miscellaneous

Digitaltrends.comWikipedia.comPlus.googlechrome.google.comreddit.com

Individualsmattgenmmell.com

Consultingwww.nngroup.com

For Google Search the topic is “hot” during release time and then cools down after couple of days.

Initial Actors from Condor searches

Findings from Step 1

Publicationstheverge.commashable.comslate.comforbes.comlifehacker.combuzzfeed.com

Technologytechcrunch.comthenextweb.comgigaom.comreviews.cnet.comtechmeme.comIdownloadblog.comreadwrite.comarstechnica.comzdnet.comengadget.comhowto.cnet.comnshipster.com

Apple Exclusive9to5mac.comiphonehacks.comimore.commacstories.netmacrumors.commacworld.com

Newshuffingtonpost.comBlogherald.comcnn.comtechland.time.commoney.cnn.comusatoday.comnydailynews.comarticles.latimes.comabcnews.go.comhealthland.time.comfoxnews.comnews.yahoo.comwired.comnbcnews.com

Miscellaneous

Digitaltrends.comWikipedia.comPlus.googlechrome.google.comreddit.com

Individualsmattgenmmell.com

Consultingwww.nngroup.com

For Google Search the topic is “hot” during release time and then cools down after couple of days.

Initial Actors from Condor searches

Findings from Step 2

Sentiment Value decreased with time

Privacy concerns #ownyourdata #privacy

Siri

iPhone5

Appearance

Apple

Upgrading

Battery Life

Steve Jobs

Productive M

arket

Control Center

Mercedes Benz

Findings from Step 2

BUT

74.8%

http://www.fiksu.com/iOS-7-iPhone-5s-5c-Usage-Tracker

How much do these emotions affect consumer’s

behavior towards a well respected brand?

How much do these emotions affect consumer’s

behavior towards a well respected brand?

We’ll see

Thanks!

Photo Credits

Slide 1: http://willviennet.deviantart.com/art/iOS-7-customizable-PSD-377393935çSlide 2: http://www.allaboutsymbian.com/flow/item/17708_iOS_7_looks_to_catch_up_to_Sym.phpSlide 5: http://trangcongnghe.com/tin-tuc-cong-nghe/tin-quoc-te/780-apple-gioi-thieu-ios-7-thay-doi-lon-nhat-apple-tung-lam-voi-ios.htmlSlide 6: http://ios.wonderhowto.com/how-to/prevent-overheating-ios-7-for-much-cooler-iphone-0147521/