"overcoming barriers to consumer adoption of vision-enabled products and services," a...

Copyright © 2015 Argus Insights, Inc. 1

John Feland, CEO

12 May 2015

Overcoming Barriers to Consumer

Adoption of Vision-enabled Products

and Services


(Really) Brief Intro to Argus Insights

COLLECT REPORT ANALYZE TAKE ACTION

Actual Sales/Returns for Specific Handset

Predicted Sales Using Argus Metrics from 8 weeks prior

Eight Weeks Predicting

Adjusted R2 = 87.8%

p-value = 4.547E-22 Handset

Unit

Sale

s/R

etu

rns


Devices That See Are Appearing Everywhere


Vision Pipeline for Consumers

Collect

Images and

Videos

Do

Something

Useful


Consumer Journey to Vision Enabled Bliss

Buying Learning Using Succeeding

Consu

mer

Perc

epti

ons

of

the E

xperi

ence

Elation of

Anticipation

Habit

Forming

Sock

Drawer/

DropBox

Long (or Short)

Drive to

Mastery

Euphoria of

Achievement


What We Have Here is a Failure to Communicate

What We Say To Users

What Users Hear

Copyright © 2015 Argus Insights, Inc. 7 Share of mind leads share of market Share of mind leads share of market

How Technologist View the Consumer Learning Curve


How Consumers View Their Learning Curve


So Much Data, So Little Time…


Demand for RealSense Enabled Products Is Slow

Consumer interest

in laptops and

tablets swamps

RealSense launch RealSense

products drive

little consumer

engagement


Demand for RealSense Enabled Products Is Slow

RealSense

enabled laptops

attract more

attention Dell Venue

Drives Little

Interest


Consumer Perception of RealSense Related Vision

and Imaging Capabilities

• RealSense is an incomplete experience for consumers

• Novelty is overshadowed by core imaging needs by consumers

• Beyond making personal action figures, no complete experience pipeline

RealSense Promises Much But Fails to Delight


Security Camera Demand is Slacking After Holidays

D-Link

Dropcam

NetGear Foscam

Swann

D-link

commands the

most mindshare

Dropcam saw

little growth

over holidays


• “Light Switch” simple installation is key for successful adoption

• Even products known for simple installation and use disappoint consumers

• Location of camera, connectivity, and feature configuration all create

stumbling blocks for new camera owners

Vision Benefits Are Never Realized If The

Product Is Never Used!


• Recording and reusing content complaints show pipeline is incomplete

• Event detection and app integration improvements are critical for content

‘hoarders’ to make the best use of their data

• Cloud services are interesting to consumers but need support in curation

Bits On Recording, Cloud, Etc.


• Consumers need help sorting through hours of content

• Event, face, family, pet detection all become important opportunities

• Tied to cloud services and app based alerts, cute is as important as crook

Motion and Event Detection is a Killer App,

But Not Yet Implemented Broadly Well


Vision Technologies are Not Changing the

Fortunes of HTC, They Need Your Help

HTC continues to lose market

momentum to other handset

manufacturers

New HTC M9 has not

added more demand

than the M8 is losing


• Vision technologies need marketing help to differentiate

experiences

• Battle has shifted from quantity (megapixels) to quality

(ultrapixels) but consumers do not yet understand how to value

Advanced Vision Tech Transparent to Users

Even selfies are mentioned by just a

fraction of consumers

Selfies drive more interest than most

enabling technologies

Sufficiently advanced technology is

magic to consumers


• HTC’s depth sensor perceived better than RealSense but not

enough to persist on M9

• Vision enhancements to basic imaging drive the most impact to

smartphone user experience

Depth Sensor on HTC One M8 Delighted Few

Consumers

Less than 1% of HTC consumers even

mention Depth Sensing Benefits

Image stabilization is a clear

delighter

Lack of refocus interest hints towards

Lytro’s challenges in adoption


Consumer Journey to Vision Enabled Bliss

Buying Learning Using Succeeding

Consu

mer

Perc

epti

ons

of

the E

xperi

ence

Elation of

Anticipation

Habit

Forming

Sock

Drawer/

DropBox

Long (or Short)

Drive to

Mastery

Euphoria of

Achievement

What Users Hear


• Vision technology providers have to be responsible for entire experience

pipeline

• Connectivity continues to be the Achilles heel of any vision enabled

consumer experience

• Seeing is not enough, consumers must be able to take clear action

based on what vision systems provide

• Every vision technology needs to be “light switch” simple to set up and

use for consumers

• Solutions to data hoarding problem should drive next phase of

innovation

Lessons Learned Regarding Consumer

Adoption of Vision Technologies


• Consumers need a complete vision pipeline to make full use of

capabilities

• Narrow new vision capabilities based on “should” rather than “could”

• IoT Cameras need better and more varied event detection and

notification for consumers

• Technology companies can help OEM’s drive a consumer focus instead of

technology spec focused value proposition to drive adoption and

revenue

Wish List From Consumers…


Questions?

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