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Do Consumers Want High Performance Displays?

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John Feland
John Feland
TechnologyNews & Politics
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Do Consumers Want a New 4(01)K Display?
“Apple is unlikely to make much of an impact on this market … the iPhone won’t make a long term mark on the industry” Matthew Lynn - Bloomberg “The iPhone is a niche product” Olli-Pekka Kallasvuo – Nokia CEO in April 2008 “The iPhone will not substantially alter the fundamental structure or challenges of the mobile industry” Charles Golvin – ForresterArgus Insights, Inc. Confidential: Do Not Distribute © 2013 Research Page 2
“If you can not measure it, you can not improve it.” Lord Kelvin © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 3
Measuring the Gap Between Brand Promise and Consumer Reality © 2012 Argus Insights, Inc. Confidential: Do Not Distribute Page 4
Consumer Review Derived Demand Metrics Are Effective Leading Indicators WorldWide Monthly Sales Millions Comparing NPD Actual Sales to Argus Insights Predictions $4,500 $4,000 $3,500 $3,000 $2,500 $2,000 $1,500 $1,000 $500 $- $ NPD Sold Actual Predicted Using Argus Insights Metrics • Delight and Buzz are affective leading indicators of consumer demand • Traditional sales forecasts are based on what consumers bought, Argus Insights metrics track what consumer enjoyed • Has been used to find disruptive products and brands • Efficacy tested across Smartphones, Tablets, Automobiles, Televisions and more 2 Adjusted R of 72.4% and a p-value of 0.0017 © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 5
Others predict based on what consumers bought, Argus Insights predicts based on what consumers love 7000 Argus Insights 60 Estimate Based Apple’s Actual Q2 iPhone Unit Volume 6000 50 5000 40 4000 30 3000 Morgan Stanley 20 2000 1000 10 Consensus 0 0 Qtr1 Qtr2 Qtr3 Qtr4 Qtr1 Qtr2 Qtr3 Qtr4 Qtr1 Qtr2 2011 2011 2011 2011 2012 2012 2012 2012 2013 2013 Copyright© 2013 Argus Insights, Inc. Apple iPhone 4 Apple iPhone 4S Apple iPhone 5 Apple iPhone 3GS Apple iPhone 3G Millions of iPhones; Billions of dollars in Revenue Buzz Volume for iPhone Models Argus Insights Beat Wall Street Estimates for Q2 2013 iPhone Sales Apple iPhone Quarterly iPhone Sales © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 6
High Performance Displays
Consumers First Introduction to High Performance Displays… © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 8
Results of iPhone 5S and 5C launch AKA “We miss Steve!” © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 9
Samsung and Apple Consumers Held Their Breath Before the iPhone Launch 1 0.68 Apple 0.8 0.6 0.4 0.2 0 14 19 24 29 34 Week Number 1 0.63 Samsung 0.8 0.6 0.4 0.2 0 14 19 24 29 34 Week Number © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 10
Other Handset Customers Barely Skipped A Beat HTC 1 0.55 0.5 0 14 19 24 29 34 LG 1 0.5 0.43 0 Motorola 14 24 29 34 1 0.55 0.5 0 14 Nokia 19 19 24 29 34 1 0.5 0.51 0 14 19 24 © 2013 Argus Insights, Inc. Confidential: Do Not Distribute 29 34 Page 11
Less surprises equals less buzz © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 12
iPhone 5S and 5C Are Slow To Accelerate © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 13
Lowest iPhone Demand at Launch In A Long Time © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 14
What’s so Ultra About 4K?
Remember When? © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 16
But at CES 2013, 4K was the New 3D TV © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 17
How is 4K Adoption By Consumers Looking? Reported Consumer Delight Levels (-1 to 1) Comparison Across Display Products 1 0.9 0.8 0.7 0.6 0.5 0.4 0.3 0.2 0.1 0 0 1 2 3 4 5 6 7 8 9 10 11 Calendar Month 2013 1080p 2160p (4K) IPS © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 18 12
4K Early Adopters Are Few But Delighted Reported Consumer Delight Levels (-1 to 1) 4K Televisions Are Delighting Consumers 1.2 1 0.8 0.6 0.4 0.2 0 0 1 2 3 4 5 6 7 8 9 10 11 Calendar Month 2013 2160p (4K) © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 19 12
Overall Perceptions of HPD User Experience HD TV (1080p) -20% 0% 20% 4K Televisions 40% 60% -10%0%10% 20% 30% 40% 50% 60% IPS Monitors -20% Product Passion Product Passion Price / Value Usability Usability Style/Design Style/Design Style/Design Movies Movies Movies Sony Sony Sony Display/Screen/Graphics Display/Screen/Graphics Display/Screen/Graphics Size/Weight Size/Weight Size/Weight Picture/Video Quality Picture/Video Quality Picture/Video Quality Functionality Functionality Functionality Reliability Reliability Reliability Speed/Performance Speed/Performance Speed/Performance Features Features Features Sound Quality Sound Quality Sound Quality Phone Support Phone Support Phone Support Home Home Home Samsung Samsung Samsung Gaming Gaming Gaming Best Buy Best Buy Best Buy News/Weather/Sports News/Weather/Sports 40% Price / Value Usability 20% Product Passion Price / Value 0% News/Weather/Sports Neg % Pos % Neg % Pos % © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Neg % Pos % Page 20 60%
How Usage Differs Across Displays HD TV (1080p) -4% 1% 6% 4K Televisions 11% 16% -2% 3% 8% IPS Monitors 13% -2% Movies Movies Home Gaming Gaming News/Weather/Sports News/Weather/Sports News/Weather/Sports Web Surfing Web Surfing Web Surfing Significant Other Significant Other Significant Other Family Family Family Sit Sit Sit Friends Friends Friends Bedroom Bedroom Bedroom Outside Outside Outside School School 13% Home Gaming 8% Movies Home 3% School Neg % Pos % Neg % Pos % © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Neg % Pos % Page 21
Please contact us if you’d like to know more! http://www.argusinsights.com Twitter: @argusinsights 1-877-992-7487 sales@argusinsights.com

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Do Consumers Want High Performance Displays?

  • 1. Do Consumers Want a New 4(01)K Display?
  • 2. “Apple is unlikely to make much of an impact on this market … the iPhone won’t make a long term mark on the industry” Matthew Lynn - Bloomberg “The iPhone is a niche product” Olli-Pekka Kallasvuo – Nokia CEO in April 2008 “The iPhone will not substantially alter the fundamental structure or challenges of the mobile industry” Charles Golvin – ForresterArgus Insights, Inc. Confidential: Do Not Distribute © 2013 Research Page 2
  • 3. “If you can not measure it, you can not improve it.” Lord Kelvin © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 3
  • 4. Measuring the Gap Between Brand Promise and Consumer Reality © 2012 Argus Insights, Inc. Confidential: Do Not Distribute Page 4
  • 5. Consumer Review Derived Demand Metrics Are Effective Leading Indicators WorldWide Monthly Sales Millions Comparing NPD Actual Sales to Argus Insights Predictions $4,500 $4,000 $3,500 $3,000 $2,500 $2,000 $1,500 $1,000 $500 $- $ NPD Sold Actual Predicted Using Argus Insights Metrics • Delight and Buzz are affective leading indicators of consumer demand • Traditional sales forecasts are based on what consumers bought, Argus Insights metrics track what consumer enjoyed • Has been used to find disruptive products and brands • Efficacy tested across Smartphones, Tablets, Automobiles, Televisions and more 2 Adjusted R of 72.4% and a p-value of 0.0017 © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 5
  • 6. Others predict based on what consumers bought, Argus Insights predicts based on what consumers love 7000 Argus Insights 60 Estimate Based Apple’s Actual Q2 iPhone Unit Volume 6000 50 5000 40 4000 30 3000 Morgan Stanley 20 2000 1000 10 Consensus 0 0 Qtr1 Qtr2 Qtr3 Qtr4 Qtr1 Qtr2 Qtr3 Qtr4 Qtr1 Qtr2 2011 2011 2011 2011 2012 2012 2012 2012 2013 2013 Copyright© 2013 Argus Insights, Inc. Apple iPhone 4 Apple iPhone 4S Apple iPhone 5 Apple iPhone 3GS Apple iPhone 3G Millions of iPhones; Billions of dollars in Revenue Buzz Volume for iPhone Models Argus Insights Beat Wall Street Estimates for Q2 2013 iPhone Sales Apple iPhone Quarterly iPhone Sales © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 6
  • 8. Consumers First Introduction to High Performance Displays… © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 8
  • 9. Results of iPhone 5S and 5C launch AKA “We miss Steve!” © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 9
  • 10. Samsung and Apple Consumers Held Their Breath Before the iPhone Launch 1 0.68 Apple 0.8 0.6 0.4 0.2 0 14 19 24 29 34 Week Number 1 0.63 Samsung 0.8 0.6 0.4 0.2 0 14 19 24 29 34 Week Number © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 10
  • 11. Other Handset Customers Barely Skipped A Beat HTC 1 0.55 0.5 0 14 19 24 29 34 LG 1 0.5 0.43 0 Motorola 14 24 29 34 1 0.55 0.5 0 14 Nokia 19 19 24 29 34 1 0.5 0.51 0 14 19 24 © 2013 Argus Insights, Inc. Confidential: Do Not Distribute 29 34 Page 11
  • 12. Less surprises equals less buzz © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 12
  • 13. iPhone 5S and 5C Are Slow To Accelerate © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 13
  • 14. Lowest iPhone Demand at Launch In A Long Time © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 14
  • 15. What’s so Ultra About 4K?
  • 16. Remember When? © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 16
  • 17. But at CES 2013, 4K was the New 3D TV © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 17
  • 18. How is 4K Adoption By Consumers Looking? Reported Consumer Delight Levels (-1 to 1) Comparison Across Display Products 1 0.9 0.8 0.7 0.6 0.5 0.4 0.3 0.2 0.1 0 0 1 2 3 4 5 6 7 8 9 10 11 Calendar Month 2013 1080p 2160p (4K) IPS © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 18 12
  • 19. 4K Early Adopters Are Few But Delighted Reported Consumer Delight Levels (-1 to 1) 4K Televisions Are Delighting Consumers 1.2 1 0.8 0.6 0.4 0.2 0 0 1 2 3 4 5 6 7 8 9 10 11 Calendar Month 2013 2160p (4K) © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 19 12
  • 20. Overall Perceptions of HPD User Experience HD TV (1080p) -20% 0% 20% 4K Televisions 40% 60% -10%0%10% 20% 30% 40% 50% 60% IPS Monitors -20% Product Passion Product Passion Price / Value Usability Usability Style/Design Style/Design Style/Design Movies Movies Movies Sony Sony Sony Display/Screen/Graphics Display/Screen/Graphics Display/Screen/Graphics Size/Weight Size/Weight Size/Weight Picture/Video Quality Picture/Video Quality Picture/Video Quality Functionality Functionality Functionality Reliability Reliability Reliability Speed/Performance Speed/Performance Speed/Performance Features Features Features Sound Quality Sound Quality Sound Quality Phone Support Phone Support Phone Support Home Home Home Samsung Samsung Samsung Gaming Gaming Gaming Best Buy Best Buy Best Buy News/Weather/Sports News/Weather/Sports 40% Price / Value Usability 20% Product Passion Price / Value 0% News/Weather/Sports Neg % Pos % Neg % Pos % © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Neg % Pos % Page 20 60%
  • 21. How Usage Differs Across Displays HD TV (1080p) -4% 1% 6% 4K Televisions 11% 16% -2% 3% 8% IPS Monitors 13% -2% Movies Movies Home Gaming Gaming News/Weather/Sports News/Weather/Sports News/Weather/Sports Web Surfing Web Surfing Web Surfing Significant Other Significant Other Significant Other Family Family Family Sit Sit Sit Friends Friends Friends Bedroom Bedroom Bedroom Outside Outside Outside School School 13% Home Gaming 8% Movies Home 3% School Neg % Pos % Neg % Pos % © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Neg % Pos % Page 21
  • 22. Please contact us if you’d like to know more! http://www.argusinsights.com Twitter: @argusinsights 1-877-992-7487 sales@argusinsights.com

Editor's Notes

  1. iPhone, Nokia logosQuotes from industry pundits about iPhone