touching isn't it? consumer response to touch and gesture technology for ihs touch gesture...

Touching, Isn’t It? No, it isn’t!

Consumer Reaction to “advances” in touch technology across devices

Dr. John Feland, CEO

© 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 2© 2014 Argus Insights, Inc. Confidential: Do Not Distribute

We Analyze the Internet of Humans

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Qtr1 Qtr2 Qtr3 Qtr4 Qtr1 Qtr2 Qtr3 Qtr4 Qtr1 Qtr22011 2011 2011 2011 2012 2012 2012 2012 2013 2013

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Argus Insights Beat Wall Street Estimates for Q2 2013 iPhone Sales

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Copyright© 2013 Argus Insights, Inc.

Consensus Estimate

Morgan Stan-ley Estimate

Argus InsightsEstimate Based on Social Met-rics

Apple’s Actual Q2 iPhone Unit Vol-ume

• Mobile Phones• Home Automation (IoT)• Consumer Electronics• Wearables• Appliances, Large and Small• Consumer Services• CPG and more!


Does Listening to Consumers Actually Work?

Qtr3 Qtr4 Qtr12013 2014

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Chinese iPhone Consumer Buzz

iPhone 4iPhone 4SiPhone 5iPhone 5CiPhone 5s

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US, UK, CA iPhone Consumer Buzz

iPhone 4iPhone 4SiPhone 5iPhone 5CiPhone 5S

Apple Guides Towards Lower Revenue for Q1

Apple’s Q1 Breaks Sales

Records GloballyArgus Insights knew Q1 was

going to be huge

APPL jumps 14% within days


See the Consumer Demand Shift in Real Time

Galaxy S3 Launch Challenges iPhone

Dominance

Galaxy S4 fizzles, boosts demand for

S3 and iPhone 5

Galaxy S5 final exceeds prior two

launches and beats iPhones


Case Study: Amazon Fire Phone

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


7/10/2014 7/30/2014 8/19/2014 9/8/2014 9/28/2014 10/18/2014-1

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What about Green Peace Take Down?

Green Peace Dog Piles on Amazon Fire Phone

Weeks After Consumers Already Register Their

Disappointment

Impact of Green Peace Spam Storm Already

Settling Down

Original Assessment of Product Launch Failure

Still Valid


New Technologies Disrupt People’s Lives

Copyright © 2009 Argus Insights, Inc.

Touch? Gesture? Motion?


Overall, Consumer Interest Is Higher Than 2013, Driven By Smartphones And Wearables

5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 102013 2014

2in1 2in1 2in1 2in1 2in1 2in1 2in1 2in1 2in1 2in1 2in1 2in1 2in1 2in1 2in1 2in1 2in1 2in1All In One All In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneChromebookChromebookChromebookChromebookChromebookChromebookChromebookChromebookChromebookChromebookChromebookChromebookChromebookChromebookChromebookChromebookChromebookChromebookLaptops - Post Win 8Laptops - Post Win 8Laptops - Post Win 8Laptops - Post Win 8Laptops - Post Win 8Laptops - Post Win 8Laptops - Post Win 8Laptops - Post Win 8Laptops - Post Win 8

Laptops - Post Win 8Laptops - Post Win 8Laptops - Post Win 8Laptops - Post Win 8Laptops - Post Win 8Laptops - Post Win 8Laptops - Post Win 8Laptops - Post Win 8Laptops - Post Win 8

SmartphoneSmartphoneSmartphoneSmartphoneSmartphoneSmartphoneSmartphoneSmartphone

SmartphoneSmartphone

SmartphoneSmartphoneSmartphoneSmartphoneSmartphone


SmartphoneTablets

TabletsTabletsTabletsTablets

TabletsTablets

Tablets

Tablets

TabletsTablets

TabletsTabletsTablets

Tablets

TabletsTablets

Tablets

Wearables

WearablesWearables

WearablesWearables

WearablesWearables

Wearables

Wearables

WearablesWearables

WearablesWearablesWearables

Wearables

WearablesWearables

Wearables

Cons

umer

Inte

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Mindshare for Tablets is Shrinking, as is PC’s

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2in1 2in1 2in1 2in1 2in1 2in1 2in1 2in1 2in1 2in1 2in1 2in1 2in1 2in1 2in1 2in1 2in1 2in1All In One All In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneChromebookChromebookChromebookChromebookChromebookChromebookChromebookChromebookChromebookChromebookChromebookChromebookChromebookChromebookChromebookChromebookChromebookChromebookLaptops - Post Win 8Laptops - Post Win 8Laptops - Post Win 8Laptops - Post Win 8Laptops - Post Win 8Laptops - Post Win 8Laptops - Post Win 8Laptops - Post Win 8Laptops - Post Win 8Laptops - Post Win 8Laptops - Post Win 8Laptops - Post Win 8Laptops - Post Win 8Laptops - Post Win 8Laptops - Post Win 8Laptops - Post Win 8Laptops - Post Win 8Laptops - Post Win 8




TabletsTabletsTabletsTabletsTabletsTabletsTabletsTablets

TabletsTablets

TabletsTabletsTabletsTabletsTabletsTabletsTabletsTablets

WearablesWearablesWearablesWearablesWearablesWearablesWearablesWearablesWearablesWearablesWearablesWearablesWearablesWearablesWearablesWearablesWearablesWearables

Cons

umer

Inte

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by

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Discussion of Touch and Gesture Is Amazingly Stable

5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 92013 2014

Touchscreen Touchscreen Responsiveness Gesture Recognition


Perception of Gesture Performance is Dropping

5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 92013 2014

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Touchscreen Touchscreen Responsiveness Gesture Recognition

Net S

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2in1 Laptops, Smartphones, Chromebooks And Wearables All Gaining Touch Related Mindshare

5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 92013 2014

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All In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In One

2in1 2in1 2in1 2in12in1 2in1

2in1 2in1 2in1 2in1 2in1 2in1 2in1 2in12in1 2in1

2in1

ChromebookChromebookChromebookChromebookChromebookChromebook

ChromebookChromebook

ChromebookChromebookChromebookChromebookChromebookChromebookChromebook

Chromebook

ChromebookLaptops - Post Win 8Laptops - Post Win 8

Laptops - Post Win 8Laptops - Post Win 8


Laptops - Post Win 8Laptops - Post Win 8Laptops - Post Win 8

Laptops - Post Win 8Laptops - Post Win 8Laptops - Post Win 8Laptops - Post Win 8Laptops - Post Win 8

Laptops - Post Win 8




Smartphone


SmartphoneSmartphoneSmartphoneSmartphone

SmartphoneSmartphoneSmartphone

Smartphone


Tablets Tablets TabletsTablets

TabletsTablets Tablets

Tablets Tablets Tablets TabletsTablets Tablets Tablets Tablets Tablets Tablets

WearablesWearablesWearablesWearablesWearablesWearablesWearablesWearablesWearablesWearablesWearablesWearablesWearablesWearablesWearablesWearablesWearables


Touchscreen Mentions Dropping Across Tablets And Notebooks

5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 92013 2014

All In One2in1ChromebookLaptops - Post Win 8SmartphoneTabletsWearables


Touchscreen Net Sentiment Dropping in Smartphones and Wearables

5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 92013 2014

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Wearables and Smartphones Drive Gesture Discussions

5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 92013 2014

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All In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In OneAll In One

2in1 2in1 2in1 2in1 2in1 2in1

2in1

2in1 2in1 2in1 2in1 2in1 2in1 2in12in1 2in1 2in1

ChromebookChromebookChromebookChromebookChromebook

Chromebook

Chromebook

ChromebookChromebook

ChromebookChromebookChromebookChromebookChromebookChromebookChromebookChromebook




Laptops - Post Win 8

Laptops - Post Win 8Laptops - Post Win 8Laptops - Post Win 8Laptops - Post Win 8Laptops - Post Win 8Laptops - Post Win 8



Smartphone

Smartphone

Smartphone

Smartphone

Smartphone


Smartphone



Smartphone

Tablets TabletsTablets

Tablets

TabletsTablets Tablets

Tablets

TabletsTablets

Tablets

TabletsTablets

Tablets Tablets TabletsTablets

WearablesWearablesWearablesWearablesWearablesWearablesWearablesWearablesWearablesWearablesWearablesWearablesWearablesWearablesWearablesWearables

Wearables


Tablet Gestures Falling Off Dramatically While Win 8 Remains Flat

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Perception of Gestures Incredibly Volatile; More Negative than Touchscreens on Average

5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 92013 2014

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Touchscreens On 2 In 1’s Frustrate More Than Mainstream Laptops

Touchscreen

Touchpad

Touchscreen Usability

Touchscreen Quality/Reliability

Gesture Recognition

Disable Touchpad

Touchscreen Functionality

Touchscreen Responsiveness

Touchscreen Touch/Feel

Touchscreen Size/Weight

-5% 0% 5% 10% 15% 20%

2in1 Touch/Gesture Related

Neg % Pos % Neut %

Touchscreen

Touchpad


Disable Touchpad




Gesture Recognition



-4% -2% 0% 2% 4% 6% 8% 10% 12% 14% 16%

Win 8 Laptop Touch/Gesture Related

Neg % Pos % Neut %


Larger Screen Touch on AIO Delights More Than Expected

Touchscreen






Gesture Recognition

Touchpad


Disable Touchpad

-5% 0% 5% 10% 15% 20% 25%

All In One Touch/Gesture Related

Neg % Pos % Neut %

Touchpad

Touchscreen

Gesture Recognition


Disable Touchpad






-2% 0% 2% 4% 6% 8% 10%

Chromebook Touch/Gesture Related

Neg % Pos % Neut %


Touchscreen Mentions Begin To Fade In Handheld Devices

Touchscreen


Gesture Recognition






-1% 0% 1% 2% 3%

Smartphone Touch/Gesture Related

Neg % Pos % Neut %

Touchscreen

Gesture Recognition





Touchpad



Disable Touchpad

-1% 0% 1% 2% 3%

Tablet Touch/Gesture Related

Neg % Pos % Neut %


The Few Touchscreen Enabled Wearables Disappoint Users

• Most wearables (fitness monitors, smart watches) do not have extensive touch or gesture integration yet

• Those that do (Galaxy Gear line, Basis B1, and others) deliver disappointing touch performance

• Significant opportunity in growing market

Touchscreen

Gesture Recognition







-1% 0% 1%

Wearables Touch/Gesture Related

Neg % Pos % Neut %


Smartphone Touchscreen Perception By Brand

SamsungLG

AppleMotorola

HTCBlackBerry

NokiaSony

KyoceraPantech

ZTEHuawei

BluAmazon

CasioAlcatelSharp

OnePlusSanyo

AsusDell

LenovoNEC

Smartphone Touchscreen Perceptions by Brand

Touchscreen Neg % Touchscreen Pos % Touchscreen Neut %


Touchscreen Keyboards Continue To Frustrate Users

• “ I unlock the phone even without opening anything the battery goes down one percent each time And the touch screen keyboard has been AWFUL Sometimes when I'm typing it won't even type half of the letters the keyboard closes when I try to fix the words”

• “The battery life of this device is horrid, the touch screen goes out constantly, the keyboard will freeze up not even appear when trying to type, the phone will randomly turn itself off when trying to do anything on it thats even slightly intensive like angry birds”

• “I didn't have the tablet for 24 hours when I was already on the phone with Sony about the keyboard touchscreen The touchscreen was a NIGHTMARE!! I would hit one of my apps it would open close other apps at its own discretion The keyboard was doing the same thing When I talked to Sony they told me to factory reset it I did less than 24 hour later the same issue arose Another phone call another reset”

• “I've come to REALLY dislike this phone The touch screen us unresponsive a lot of times To press a button on the screen sometimes I need to press it multiple times for it to register that can be mildly annoying I can deal with it The keyboard is the worst part When I'm texting, a lot of times my messages turn out like this: Hhheelllo tthhiss iss a ttexxt mmessageeee...”

• “I will take great pleasure in spending my money to purchase a phone I like then taking a hammer, shoe, foot, etc to this phone TERRIBLE PHONE the swipe keyboard on this phone is the worst keyboard Android stands behind I have had many Android phones none of the swipe keyboards worked so pathetically.”


Swipe Gestures, Both In Air And On Screen Frustrate

• “I wish I could figure out how to use the motion / gesture function I followed all of the instructions, even see the 'eye' on the top bar, indicating it is working But when I swipe the phone, nothing happens.”

• “The swipe up shortcut menu for wifi Bluetooth is insanely hard to pull up I have to swipe upwards on the phone 5 or 6 times before I can get the menu to display I am honestly disappointed with this phone”

• “ As for answering calls, the screen says to swipe from the outside and well I seem to end up always having to return calls Plan on stopping by store to check out what I'm suppose to do.”

• “ And when the coverage isn't very good, it does weird things For example, when I try to swipe right for an incoming call, the phone just keeps ringing won't let me answer Ultimately I end up having to completely reboot the device to get it to stop”

• “The low point came when I was showing off my new phone at work to extol the virtues of my new Amazon Fire Flick fail Swipe fail Firefly fail I could at least show the dynamic perspective with my lock screen, they gazed politely They tried the swipes flicks, sometimes they worked Overall though, I think I solidified their loyalty to their current iPhone or Android I had my Fire Phone two more demoralizing days”


Touch Responsiveness Across Multiple Builds And Consumer Environments Continues To Be An Issue

• “ The biggest issue that keeps coming up on my phone is how unresponsive the touchscreen gets I have tried turning it off on multiple times with no luck I have also tried re-calibrating it again again This is a very big issue for a $500 phone The unresponsiveness of the touchscreen makes it so that basic things like calling texting/typing UNBEARABLE”

• “The phone loses data connection constantly I have to shut off the phone always be vigilant in watching to see if the phone has lost connection The touch screen has terrible responsiveness freezes quite a bit The problem I have is that every time I call sprint to complain they say it is a phone issue I take the phone to a dealer they say to do a master reset I am sick of rearranging my phone apps because Sprint can't get their act together...”

• “It works pretty well With the touch screen, I find that I have to touch the screen several times on many occasions to get a response Also, it would be nice to have it in a case as it is a little small for me to hold in my hand for any lengths of time.”

• “My family I enjoyed this product initially after three weeks the touch screen became increasingly unresponsive Amazon's site says that if the screen doesn't respond, try turning the device off It got to the point where we couldn't even unlock our Kindle when we turned it back on because the screen couldn't detect our touch One month after our purchase, we stopped trying to use it because it never functioned properly”

• “The touch screen was unresponsive in the upper left corner Windows 8 Is a total disaster I will not buy another windows computer unless it is xp.”


From the mouths of babes, and their parents: Next Steps for Touch

Please contact us if you’d like to know more!

http://www.argusinsights.com Twitter: @argusinsights1-877-992-7487 [email protected]

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touching isn't it? consumer response to touch and gesture technology for ihs touch gesture...

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