solving the sock drawer problem: how are we failing wearables consumers?
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Solving the Sock Drawer Problem: How are we Failing Wearables Consumers?
Wearables Techcon 2015
Dr. John Feland, CEO
Page 2Page 2© 2015 Argus Insights, Inc. Confidential: Do Not Distribute
First, A Bit Of A Framework For Today’s Discussion
Buying Learning Using Succeeding
Co
nsu
mer
Per
cep
tio
ns
of
the
Exp
erie
nce
Elation of Anticipation
Habit Forming
Sock Drawer
Long (or Short) Drive to Mastery
Euphoria of Achievement
Share of mind leads share of marketShare of mind leads share of market
Page 4© 2015 Argus Insights, Inc. Confidential: Do Not Distribute Page 4© 2015 Argus Insights, Inc. Confidential: Do Not Distribute
(Really) Brief Intro to Argus Insights
COLLECT REPORTANALYZE TAKE ACTION
Page 5Page 5© 2015 Argus Insights, Inc. Confidential: Do Not Distribute
Amazon Fire Phone: Failure to Launch
July 25Fire Phone Launched
July 28Argus Insights Blog
Predicts Failure
Sep 8Amazon Drops Price to 99 cents, GreenPeace strikes
Aug 26Amazon only sells 35k in
first 25 days
Page 6Page 6© 2015 Argus Insights, Inc. Confidential: Do Not Distribute
Argus Insights Proprietary Metrics Are Proven Predictors of Consumer Demand
23-Feb-13 23-Mar-13 23-Apr-13 23-May-13 23-Jun-13 23-Jul-13 23-Aug-13 23-Sep-13 23-Oct-13 23-Nov-13
Mapping Handset Consumer Buzz Metrics to Actual Handset Sales
Actual Sales/Returns for Specific Handset
Predicted Sales Using Argus Metrics from 8 weeks prior
Eight Weeks PredictingAdjusted R2 = 87.8%p-value = 4.547E-22
Han
dse
t U
nit
Sal
es/R
etu
rns
Share of mind leads share of marketShare of mind leads share of market
Share of mind leads share of marketShare of mind leads share of market
Page 9Page 9© 2015 Argus Insights, Inc. Confidential: Do Not Distribute
Measuring the Gap Between Promise and Reality
• Installation and Set up still an issue across multiple brands
• FitBit’s early adoption was limited by learning curve issues
• Now one of the best performing brands in hearts of consumers
Share of mind leads share of marketShare of mind leads share of market
Page 11© 2015 Argus Insights, Inc. Confidential: Do Not Distribute Page 11© 2015 Argus Insights, Inc. Confidential: Do Not Distribute
Page 12Page 12© 2015 Argus Insights, Inc. Confidential: Do Not Distribute
Usage of Watches Does Not Differ Much from Fitness Bands
• Outdoor Usage Mentioned More Than Any Location
• Bathroom (shower) second most discussed
• Consumers need products that fit their lifestyle, not the opposite
Page 13Page 13© 2015 Argus Insights, Inc. Confidential: Do Not Distribute
Usage of Watches Does Not Differ Much from Fitness Bands
• Outdoor Usage Mentioned More Than Any Location
• Bathroom (shower) second most discussed
• Consumers need products that fit their lifestyle, not the opposite
“It's not great for using during exercise if you want to see your HR at a glance because the display reverts back to the time after about 30 seconds, so you have to swipe the screen
whenever you want to see the data And if your hands are sweaty or wet the swiping doesn't always work”
“Apparently you can't wear it properly fitted get it wet in any way becuase it causes bad chaffing/rash The touchscreen is overly sensitve at times Taking a shower
causes the screen to think I'm swiping through the screens The up/down swipe is diifcult to execute at tiems overly sensitive”
“ For example, when the device is wet, the swiping on the oled touchscreen does not work easily (need dry screen fingers), so best to have the 'activity' screen up going before
hopping in the water, or a towel handy poolside”
“While waterproof, the touch screen responds to contact with water As a result, it is not unusual to have your settings completely reconfigured after showering, washing dishes,
swimming a few laps, etc Pretty annoying “
Share of mind leads share of marketShare of mind leads share of market
Page 15© 2015 Argus Insights, Inc. Confidential: Do Not Distribute Page 15© 2015 Argus Insights, Inc. Confidential: Do Not Distribute
Wearables have a Usability Problem, that Can Be Solved
Page 16© 2015 Argus Insights, Inc. Confidential: Do Not Distribute Page 16© 2015 Argus Insights, Inc. Confidential: Do Not Distribute
Wearables have a Usability Problem, that Can Be Solved
“Reading texts on the watch is difficult frustrating as well, since the swipe up motion doesn't always work, it only shows about 160 characters It should be able to show more”
“Ironically this is also that screen that I would need to swipe 11 times to do a factory reset as it does not respond to touch I can't even do a factory reset”
“Later that day, I received another long text automatically attempted to swipe It swiped back forth without any issue, later however, I received another long text spent 5+minutes getting the
thing to swipe ”
“Apparently you can't wear it properly fitted get it wet in any way becuase it causes bad chaffing/rash The touchscreen is overly sensitve at times Taking a shower causes the screen to think I'm swiping through the screens The up/down swipe is diifcult to execute at tiems overly
sensitive other times”
Share of mind leads share of marketShare of mind leads share of market
Page 18Page 18© 2015 Argus Insights, Inc. Confidential: Do Not Distribute
Round is In For SmartWatches
• Round Watches Match Consumer Expectations More than Square
• LG and Moto continue to be perceived as better devices
• Huawei’s new smartwatchlaunched at MWC was the most discussed wearable at Barcelona
Page 19Page 19© 2015 Argus Insights, Inc. Confidential: Do Not Distribute
Designed to Disrupt? Lessons from the FitBit Surge
Alerting
GPS
Texting
Touchscreen
Screen
Apps
Battery Life
Gesture Recognition
Battery Charging
Access
Percentage of Fitbit Surge Users Mentioning Particular Aspects of Users Experience
Share of mind leads share of marketShare of mind leads share of market
Share of mind leads share of marketShare of mind leads share of market
Page 22Page 22© 2015 Argus Insights, Inc. Confidential: Do Not Distribute
What will Apple’s Journey Be?
Buying Learning Using Succeeding
Co
nsu
mer
Per
cep
tio
ns
of
the
Exp
erie
nce
Elation of Anticipation
Habit Forming
Sock Drawer
Long (or Short) Drive to Mastery
Euphoria of Achievement
Share of mind leads share of marketShare of mind leads share of market
Page 24© 2015 Argus Insights, Inc. Confidential: Do Not Distribute Page 24© 2015 Argus Insights, Inc. Confidential: Do Not Distribute
Apple Stole the Wearables Show in September 2014
Buzz over Apple exceeded all other major
brands combined
FitBit was a trailing second place
Samsung and Pebble operation below the
noise floor
Page 25© 2015 Argus Insights, Inc. Confidential: Do Not Distribute Page 25© 2015 Argus Insights, Inc. Confidential: Do Not Distribute
Apple’s Spring Forward Event Attracted Less Attention than Six Months Ago
Apple came out strong but in a more
competitive market
FitBit has a clear hold on mindshare
Pebble Time grabs almost as much
mindshare as Apple
Samsung still below the noise floor
Page 26© 2015 Argus Insights, Inc. Confidential: Do Not Distribute Page 26© 2015 Argus Insights, Inc. Confidential: Do Not Distribute
Consumers Hold Their Breath For A Few Weeks When Apple Watch First Announced
Apple Watch Announced
Page 27© 2015 Argus Insights, Inc. Confidential: Do Not Distribute Page 27© 2015 Argus Insights, Inc. Confidential: Do Not Distribute
Holiday 2014 Drove Significant Wearables Adoption That Continues Today
Apple Watch Announced
Page 28© 2015 Argus Insights, Inc. Confidential: Do Not Distribute Page 28© 2015 Argus Insights, Inc. Confidential: Do Not Distribute
Fitbit And Jawbone Had To Biggest Holiday Gains, Samsung Wanes
FitBit
Garmin
Jawbone
Samsung
MOTOMisfit
Pebble
LG
Apple?
Page 29© 2015 Argus Insights, Inc. Confidential: Do Not Distribute Page 29© 2015 Argus Insights, Inc. Confidential: Do Not Distribute
At the end of the rainbow…
Questions?
http://www.argusinsights.com Twitter: @argusinsights1-877-992-7487 sales@argusinsights.com
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