(really) brief intro to argus insightsewh.ieee.org/soc/cpmt/presentations/cpmt1408h.pdf · what...

IEEE SCV CPMT: Wearable Technology --Seminar and Tabletop Exposition

August 20, 2014

www.cpmt.org/scv1

You gonna wear that?

Consumer Insights from what wearables are being worn and what are just sitting in sock drawers

IEEE Wearables Workshop, 20 Aug 2014

(Really) Brief Intro to Argus Insights

COLLECT REPORTANALYZE TAKE ACTION

50

60

6000

7000

e

Argus Insights Beat Wall Street Estimates for Q2 2013 iPhone Sales

Argus InsightsEstimate Based on Social Apple’s Actual Q2 iPhone Unit

Volume

• Mobile Phones• Home Automation• Consumer Electronics

0

10

20

30

40

0

1000

2000

3000

4000

5000

Qtr1 Qtr2 Qtr3 Qtr4 Qtr1 Qtr2 Qtr3 Qtr4 Qtr1 Qtr2

2011 2011 2011 2011 2012 2012 2012 2012 2013 2013

Mill

ions

of iP

hone

s; Bi

llion

s of d

olla

rs in

Rev

enue

Buzz

Vol

ume f

or iP

hone

Mod

els

Copyright© 2013 Argus Insights, Inc.

Consensus Estimate

Morgan Stanley

• Consumer Electronics• Wearables• Appliances, Large and Small• Consumer Services• CPG and more!


August 20, 2014

www.cpmt.org/scv2

“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 – Forrester Research


August 20, 2014

www.cpmt.org/scv3

“If you can not measure it, you can not improve it.”Lord Kelvin

We Measure Consumer Interest in Global Markets

25.00%

Chinese iPhone Consumer Buzz35.00%

US, UK, CA iPhone Consumer Buzz

10.00%

15.00%

20.00%

Ind

exed

Bu

zz V

olu

me

iPhone 4

iPhone 4S

iPhone 5

iPhone 5C

iPhone 5s 10.00%

15.00%

20.00%

25.00%

30.00%

iPhone 4

iPhone 4S

iPhone 5

iPhone 5C

iPhone 5S

0.00%

5.00%

Qtr3 Qtr4 Qtr1

2013 2014

0.00%

5.00%

Qtr3 Qtr4 Qtr1

2013 2014


August 20, 2014

www.cpmt.org/scv4

We Measure Consumer Interest in Global Markets

20 00%

25.00%Chinese iPhone Consumer Buzz

30.00%

35.00%US, UK, CA iPhone Consumer Buzz

Apple’s Q1

5.00%

10.00%

15.00%

20.00%

Ind

exed

Bu

zz V

olu

me

iPhone 4

iPhone 4S

iPhone 5

iPhone 5C

iPhone 5s

5.00%

10.00%

15.00%

20.00%

25.00%

iPhone 4

iPhone 4S

iPhone 5

iPhone 5C

iPhone 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

0.00%

Qtr3 Qtr4 Qtr1

2013 2014

0.00%

Qtr3 Qtr4 Qtr1

2013 2014

within days


August 20, 2014

www.cpmt.org/scv5

Wearables Being Shaped By Fiction And Fact

Novelty Versus Addiction


August 20, 2014

www.cpmt.org/scv6

What makes for a successful Wearable UX?

Net Promoter analysis shows Fitbit still winning hearts and wallets over other brands

• Fitbit continues to be the wearable of choice

• Samsung’s Gear line has[CELLRANGE]40%

50%

NPS Scores

Samsung s Gear line has passed earlier entrants like Pebble and Jawbone

• Intel’s Basis struggles to deliver on user expectations

• Nike’s exit from market understandable given

[CELLRANGE]

[CELLRANGE][CELLRANGE]

[CELLRANGE]

[CELLRANGE]

[CELLRANGE]

[CELLRANGE]

[CELLRANGE]

[CELLRANGE][CELLRANGE]

[CELLRANGE]

[CELLRANGE]

-30%

-20%

-10%

0%

10%

20%

30%

40%

Ne

t P

rom

ote

r Sc

ore

understandable given consumer response

• Pebble continues to outperform other brands but has lost the lead

• Martian is a brand to watch

[CELLRANGE]

-60%

-50%

-40%

1 10 100 1000 10000 100000

Buzz Volume


August 20, 2014

www.cpmt.org/scv7

Overall, Interest In Wearables is Increasing Withings

SYNC

Striiv

Sony

Samsung

Qualcomm

Garmin

Jawbone

Pebble

Samsung

Withings

Polar

Pebble

Nike

Misfit

Mio

MetaWatch

Martian

Magellan

LG

Jawbone

iRiver

iHealth

Fitbit

Feb Mar Apr May Jun Jul

iBitz

Garmin

Fitbit

Evo

Cookoo

Bowflex

BodyMedia

Basis

Fitbit’s Past Dominance is Falling to Samsung, Jawbone and Garmin

Samsung

Withings

90%

100% Withings

SYNC

Striiv

S

Garmin

Jawbone

Pebble

40%

50%

60%

70%

80%

Sony

Samsung

Qualcomm

Polar

Pebble

Nike

Misfit

Mio

MetaWatch

Martian

Magellan

LG

J b

Fitbit

0%

10%

20%

30%

Feb Mar Apr May Jun Jul

Jawbone

iRiver

iHealth

iBitz

Garmin

Fitbit

Evo

Cookoo

Bowflex

BodyMedia

Basis


August 20, 2014

www.cpmt.org/scv8

Size and Usability top most discussed Aspects of Wearable UX

Reliability and Services Issues Plague Many Wearables

Most discussed Wearable Usage Scenarios and Locations


August 20, 2014

www.cpmt.org/scv9

Not all brands are Fitness Focused

BasisBowflexFitbitGarminJawboneLG

Showerable technology is key to user adoption

LGMartianMisfitPebbleSamsungSony Withings

BasisBowflexFitbitGarminJawboneMartianMisfitPebbleSamsungSony Withings

Wearables Still Perceived As Expensive For The Value


Style and Design Drive Consumer Perceptions


BasisBowflexFitbitGarminJawboneLGMartianMisfitPebbleSamsungSony Withings


August 20, 2014

www.cpmt.org/scv10

Battery Life Continues To Be A Concern For Consumers


Screen technology is a huge driver of UX



Reliability Problems plague most brands


Customer Service issues drive even more disappointment




August 20, 2014

www.cpmt.org/scv11

(that looks like a watch)

Deep Dive on Basis B1 Fitness Band

Evolving Wearable Segmentation

High End Athletes CounterAthletes Counter

Culture

Technistas

ObsessiveComm

Disorder

The Rest of Us?

AppleThe Rest of Us?


August 20, 2014

www.cpmt.org/scv12

Key Takeaways

• COULD does not equal SHOULD for Wearables

• More Features does not drive more delight• More Features does not drive more delight

• Battery Life, Cost, and Reliability are key barriers to adoption

• What works for Athletes will not work for Main Street

• Usage must be habit forming with great surprises along the way

• Gammifications fails to keep users from being bored

• Products must live in the real world, not our pockets

Any Questions?

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

(really) brief intro to argus insightsewh.ieee.org/soc/cpmt/presentations/cpmt1408h.pdf · what...

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