wearable devices influence study

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Copyright © 2013 Appinions. All rights reserved. Copyright © 2013 Appinions. All rights reserved. Wearable Devices Influence Study 1 Present October 2013

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Nike FuelBand or Fitbit? Pebble Smart Watch or Samsung Galaxy Gear? What are influencers saying about Google Glass seven months after its initial release? Which media outlets are the most influential in the wearable device space? These are just a few of the themes Appinions explores in this Wearable Devices Influence Study. This influence study contains an analysis of the most influential brands, products, media and executives that are driving conversations about wearable devices. This study also drills down into the key products associated with wearable devices: smart watches, smart glasses, and health & fitness products to unveil the key influencers and extract the most resonant opinions on these issues. The insights provided in this analysis – such as knowing that the majority share of influence on the topic of wearable devices sits with just three media outlets, or knowing where each brand ranks in influence compared to competitors and why – yield actionable insights from influencers that can inform and guide marketing strategies. This influence study was developed in conjunction with Red Consultancy for the RedTechTalk taking place in London, England on October 30, 2013. Please visit us at http://www.appinions.com/.

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Page 1: Wearable Devices Influence Study

Copyright © 2013 Appinions. All rights reserved. Copyright © 2013 Appinions. All rights reserved.

Wearable Devices Influence Study

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Present

October 2013

Page 2: Wearable Devices Influence Study

Copyright © 2013 Appinions. All rights reserved. Copyright © 2013 Appinions. All rights reserved.

In this Influence Study

Nike FuelBand or Fitbit? Pebble Smart Watch or Samsung Galaxy Gear? What are influencers saying about Google Glass seven months after its initial release? Which media outlets are the most influential in the wearable device space? These are just a few of the themes Appinions explores in this Wearable Devices Influence Study.

This influence study contains an analysis of the most influential brands, products, media and executives that are driving conversations about wearable devices. This study also drills down into the key products associated with wearable devices: smart watches, smart glasses, and health & fitness products to unveil the key influencers and extract the most resonant opinions on these issues. The insights provided in this analysis – such as knowing that the majority share of influence on the topic of wearable devices sits with just three media outlets, or knowing where each brand ranks in influence compared to competitors and why – yield actionable insights from influencers that can inform and guide marketing strategies.

This influence study was developed in conjunction with Red Consultancy for the RedTechTalk taking place in London, England on October 30, 2013.

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Copyright © 2013 Appinions. All rights reserved. Copyright © 2013 Appinions. All rights reserved.

Methodology

This influence study is based on 60 days of data taken between August 23 and October 21, 2013. To evaluate the most influential people, brands and entities, the Appinions data journalism team set up a topic based on Boolean logic on “wearable devices,” which yielded the key themes explored in this report – smart watches, smart glasses, health & fitness and personal data & security. Appinions then set up topics on each of these themes to perform a comprehensive influence analysis on these key industry issues.

About Appinions

Appinions is the only opinion-powered influence marketing platform designed to give companies the unmatched ability to identify, analyze, engage, monitor and measure influencers. Built on more than a decade of research conducted at Cornell University, Appinions extracts and aggregates the opinions that generate the most reaction from more than six million sources including blogs, social networks, forums, newspapers and magazine articles, thus providing a more complete picture of influence. Appinions helps today’s businesses insert trust into the purchase journey by converting faceless touchpoints into influential trust points™ to optimize marketing efforts. For more information on the science of influence marketing, visit http://www.appinions.com/.

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How Appinions analyzes influence

What is an Influencer? Appinions defines an influencer as a person, brand or company that expresses a contextually relevant opinion that is meaningful enough to elicit reactions from others.

How is Influence calculated? Appinions calculates individual influence scores based on three reaction elements:

•  Influencees: The people or entities who reacted to an influencer’s opinion, weighted by their respective influence on that topic;

•  Publishing Sources: The credibility of the outlet where the reaction was published or consumed; and

•  Frequency: The volume of opinions attributed to that influencer over the past 60 days.

What is the Net Influence Score (NIS)?

Appinions calculates influence at the topic level, for which a Net Influence Score in generated, to understand the relative influence of various marketplace issues. The Net Influence Score of a topic represents the sum of all influencer scores in the topic.

What is the most “Actioned” opinion?

The most “actioned” opinions are those that resonate the most, garner the most reaction and are published or referenced most frequently across networks or media.

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Wearable Devices Overview

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28%

22% 14%

3%

3%

3%

3%

24%

Others (which include):

Intel Jawbone Adidas

Broadcom Qualcomm

Samsung Galaxy Gear

Google Glass Apple iWatch

Fitbit

Nike FuelBand

Pebble Watch

Sony SmartWatch

Some of which haven’t even been announced yet!

64% of the influential conversation about wearable devices center around 3 products.

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The pack has clearly separated.

Net Influence Score

-

5,000

10,000

15,000

20,000

25,000

8/23 9/2 9/12 9/22 10/2 10/12

Second tier players compete by focusing on niche markets (health & fitness)

Samsung Galaxy Gear Google Glass Apple iWatch Fitbit

Nike FuelBand Pebble Watch Sony SmartWatch

Lagging

Leading

Will single-purpose products (health & fitness) be able to compete with existing and planned multi-purpose (smart watch) products?

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In the wearable devices market, Samsung leads in influence while the market speculates about Apple.

Most “Actioned” Opinions Rank Top 10 Companies* on Wearable Devices 1 Samsung 2 Google 3 Apple 4 Sony 5 Qualcomm 6 Intel 7 Fitbit 8 Broadcom 9 Verizon

10 Microsoft

Rank Top 15 Industry Influencers on Wearable Devices 1 Tim Cook – CEO, Apple 2 Younghee Lee – EVP, Samsung Mobile 3 Brian Krzanich – CEO, Intel 4 Robert Scoble – Startup Liaison Officer, Rackspace 5 Eric Migicovsky – Founder, Pebble 6 Scott McGregor – CEO, Broadcom 7 Evan Spiegel – CEO, Snapchat 8 JK Shin – CEO, Samsung IT & Mobile 9 Jonathan Peachey – CEO, Filip

10 Pranav Mistry – Director, Research, Samsung America 11 Yves Béhar – Chief Creative Officer, Jawbone 12 Michael Bell – VP, New Devices Group, Intel 13 Rob Chandhok – President, Qualcomm Internet Services 14 Babak Parviz – Founder, Project Glass, Google 15 Mark Johnson – CEO, Zite

*Omits Publishers

Samsung has promised that more than 70 apps will be available for the Galaxy Gear at launch, including popular favorites such as Evernote, Glympse, eBay, Pocket, MyFitnessPal, TripIt, Snapchat and RunKeeper.

Influencer: Samsung Source: Samsung Galaxy Gear launch event

CEO Tim Cook has called the wrist "interesting" and Apple has registered the trademark iWatch in Japan.

Influencer: Tim Cook, CEO, Apple Source: Reuters

"We have always believed technology is highly personal, highly individual," said Yves Behar, the chief creative officer at Jawbone, who has designed a successful line of customizable gadgets including the Up wristband and Jambox wireless speakers.

Influencer: Yves Behar, Chief Creative Officer, Jawbone Source: Reuters

JK Shin, head of Samsung's mobile division, predicted the Galaxy Gear -- effectively a mobile you wear on your wrist -- would become "a new fashion icon through the world" as he launched the device at the IFA consumer electronics fair in Berlin.

Influencer: JK Shin, CEO, Samsung IT and Mobile Source: AFP

By supporting Wi-Fi Direct, a specification that allows two devices to communicate with each other securely via Wi-Fi without an access point or computer, Broadcom is opening the doors to the development of new, innovative smart accessories, clothing and other wearable sensors.

Influencer: Broadcom Source: MarketWatch Smart Watches, Smart Glasses, Health and Fitness, Personal Data,

Cyber Security

Key Themes

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TechCrunch 8% Mashable

6%

CNET 6%

Bloomberg 4%

Android Authority 2%

Wall Street Journal

2% Engadget

2% MobileSyrup

2%

Qualcomm 2%

Pebble 2% Rackspace

2%

Intel 2%

Sony 5%

Google 12%

Apple 14%

Samsung 30%

21 influencers

represent 22% of the

Net Influence

2,103 influencers

represent 78% of the

Net Influence

The top 22% of the Net Influence Score is split among 8 media outlets and 8 companies (as shown on the right).

Influence in the wearable devices market rests in the hands of very few.

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The top 50 influencers on wearable devices include 33 bloggers from 5 media outlets.

Anthony Ha Chris Velazco

Darrell Etherington Eliza Brooke

Frederic Lardinois Jordan Crook

Matt Burns Natasha Lomas

Rip Empson Steve O’Hear

Pete Pachal Samantha Murphy Kelly

Todd Wasserman Vignesh Ramachandran

Brooke Crothers Chris Matyszczyk

Dan Farber Dara Kerr

Don Reisinger Lance Whitney

Scott Stein Shara Tibken

Stephen Shankland Zack Whittaker

Jay Yarow Marcelo Ballve Steve Kovach

Brad Molen Daniel Cooper David Fishman

Jon Fingas Sharif Sakr

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Key Themes Analysis

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-

5,000

10,000

15,000

20,000

25,000

30,000

8/23 9/2 9/12 9/22 10/2 10/12

Smart Watch Smart Glasses Health and Fitness Personal Data Cyber Security

What is the catalyst for mainstream adoption? Is it form, or function?

Percent change over 60 Days

87%

-27%

74%

30%

173%

A growing portion of the conversation is about personal data and cyber security, though it still represents a niche space.

Net Influence Score

Samsung Gear (released on 9/4) drives interest in smart watches. There is little

renewed interest from Sony’s SmartWatch 2 (released on 10/14).

Are smart glasses slowly losing relevancy, and can they gain

mainstream appeal?

Interest in health and fitness steadily increases over time.

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In the smart watch market, Samsung and Apple, along with their top execs are leading in influence.

Samsung is now hoping new products such as the Galaxy Gear smartwatch and a curved smartphone, which it plans to introduce this month, to help sustain growth momentum.

Influencer: Samsung Source: Reuters

Sony promises up to four days of battery life with normal usage, which is roughly four times that of the Galaxy Gear.

Influencer: Sony Source: The Age

Carolina Milanesi, an analyst with Gartner, called it "brilliance" on Apple's part, in that it gives them potential exposure to the wearable-devices market without having to actually design and rush out a gadget of their own like a smartwatch.

Influencer: Carolina Milanesi, Analyst, Gartner Source: Reuters

Fitbit Force is the first and only in its category to be able to capture and display all of these stats on your wrist, as well as wirelessly and automatically sync them to leading Apple & Android smartphones and your computer, helping you push further to achieve your fitness goals.

Influencer: Fitbit Source: Engadget

But the wearable space is still extremely young, and Apple has to worry about both delivering a polished solution and convincing the masses that these devices are as necessary as laptops or smartphones.

Influencer: Apple Source: CNN Money

Influence Rank Top 5 Companies* on Smart Watches

1 Samsung 2 Apple 3 Sony 4 Qualcomm 5 Verizon

Influence Rank Top 15 Influencers on Smart Watches

1 Younghee Lee – EVP, Samsung Mobile 2 Tim Cook – CEO, Apple 3 Eric Migicovsky – Founder, Pebble 4 JK Shin – CEO, Samsung IT and Mobile 5 Angela McIntyre – Research Director, Gartner 6 Pranav Mistry – Director, Research, Samsung America 7 Gene Munster – Managing Director, Piper Jaffray 8 Neil Mawston – Executive Director, Strategy Analytics 9 Sarah Rotman Epps – Senior Analyst, Forrester

10 Wanli Wang – Analyst, CIMB Securities 11 Avi Greengart – Research Director, Current Analysis 12 Carolina Milanesi – Research VP, Gartner 13 Ming Chi Kuo – Analyst, Concord Securities 14 Jason Jacobs – CEO, RunKeeper 15 Evan Spiegel – CEO, Snapchat

Samsung, iWatch, Sony, IFA, AT&T, T-Mobile, Flexible Display, App

Key Themes

*Omits Publishers

Most “Actioned” Opinions

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Google Glass is the leading product in the smart glasses category, but other execs are skeptical.

Smartphones, tablets and Google Glass will be able to co-exist, but ultimately the cutting-edge technology will take over.

Influencer: Babak Parviz, Founder, Project Glass, Google Source: IDG

Key to this [more personal relationship with a wearable computing device] is the interface, says Thad Starner, Professor of Computing at Georgia Institute of Technology, whose pioneering work with wearable computers led to him be a technical lead for Google Glass.

Influencer: Thad Starner, Technical Manager, Project Glass, Google Source: Reuters

Google Glass, I'm not a huge fan of that. Influencer: Anand Chandrasekher, SVP & CMO, Qualcomm

Source: ComputerWorld

As Tim Cook put it when discussing Google Glass at this year’s D Conference, it’s hard to get people to wear something they don’t have to.

Influencer: Tim Cook, CEO, Apple Source: Business Insider

Spiegel said the company had no plans to develop for Google Glass and dismissed the technology as invasive, saying, "You kind of feel like you have a gun pointed at you."

Influencer: Evan Spiegel, CEO, Snapchat Source: CNN

*Omits Publishers

Google Glass, Recon, Siri, Headset, Guantanamo

Influence Rank Top 5 Companies* on Smart Glasses

1 Google 2 Apple 3 Samsung 4 Intel 5 Motorola

Influence Rank Top 15 Influencers on Smart Glasses

1 Thad Starner – Technical Manager, Project Glass, Google 2 Tim Cook – CEO, Apple 3 Evan Spiegel – CEO, Snapchat 4 Babak Parviz – Founder, Project Glass, Google 5 Mark Johnson – CEO, Zite 6 Catalin Voss – Co-founder, Sension 7 Sergey Brin – Co-founder, Google 8 Nicholas Woodman – CEO, GoPro 9 Brian Krzanich – CEO, Intel

10 Vint Cerf – Chief Internet Evangelist, Google 11 George Takei – Actor 12 Jennifer Darmour – Design Director, Artefact 13 Carol Rosenberg – Reporter, Miami Herald (Google Glass User) 14 Amanda Rosenberg – Marketing Manager, Project Glass, Google 15 Michael Bell – VP, New Devices Group, Intel

Most “Actioned” Opinions

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Key Themes

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In the health & fitness devices category, “Go Niche and Social or Go Home.”

Fitbit Force is the first and only in its category to be able to capture and display all of these stats on your wrist, as well as wirelessly and automatically sync them to leading Apple & Android smartphones and your computer, helping you push further to achieve your fitness goals.

Influencer: Fitbit Source: Engadget

By supporting Wi-Fi Direct, a specification that allows two devices to communicate with each other securely via Wi-Fi without an access point or computer, Broadcom is opening the doors to the development of new, innovative smart accessories, clothing and other wearable sensors.

Influencer: Broadcom Source: MarketWatch

There will be new connectivity technologies, more powerful devices, sensor integration and the integration for wearables.

Influencer: Scott McGregor, CEO, Broadcom Source: Reuters

Our customers come first, and we are consistently looking at new ways to enhance their experience and keep them motivated.

Influencer: Amy McDonough, Director, Fitbit Wellness Source: Reuters

The idea of wearable technology, having your active life recorded in one place, "didn't make sense to the people doing the work.”

Influencer: Christopher Davis, Engineering Director, Nike Source: Computerworld

FuelBand, Fitbit Force, iWatch, Adidas, Fitness

*Omits Publishers

Key Themes

Influence Rank Top 5 Companies* on Health & Fitness

1 Apple 2 Samsung 3 Fitbit 4 Broadcom 5 Sony

Influence Rank Top 15 Influencers on Health & Fitness

1 Tim Cook – CEO, Apple 2 Scott McGregor – CEO, Broadcom 3 Vinod Khosla – Veteran venture capitalist 4 Shyam Gollakota – CSE Professor, Uni. of Washington 5 Yasuhiro Ueda – SVP, Sony 6 Quinn Li – Managing Director, Qualcomm Ventures 7 Sarah Rotman – Senior Analyst, Forrester 8 Jason Jacobs – CEO, RunKeeper 9 Mike Lee – Co-Founder, MyFitnessPal

10 Brian Krzanich – CEO, Intel 11 James Park – CEO, Fitbit 12 Matt Miesnieks – CEO, Dekko 13 Craig Elimeliah – VP, RAPP 14 Amy McDonough – Director, Fitbit 15 Monisha Perkash – Co-founder & CEO, LUMO BodyTech

Most “Actioned” Opinions

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Privacy and security issues around data from wearable devices are real and potentially deadly.

International privacy regulators have asked Google for more information on privacy issues that may be raised by its Glass headset, and requests that Google engage in a “real dialogue” about the product.

Influencer: Jennifer Stoddart, Privacy Commissioner, Canada Source: Washington Post

Wearable computing enables a data-driven approach to managing healthcare and fitness. Influencer: Arvind Sodhani, President, Intel Capital

Source: VentureBeat

The chip was touted as Apple's answer to activity-tracking apps that want a more powerful data-collector without forcing users to go out and buy a Nike FuelBand or Fitbit.

Influencer: Nick Statt, Writer, CNET Source: CNET

Gérald Santucci argues that technology advances, including the advent of wearable technology and the combination of inexpensive, remote sensors and Big Data analytics threaten to undermine long-held notions like personal privacy and the rights of individuals.

Influencer: Gérald Santucci, Head of European Commission’s Knowledge Sharing Unit Source: The Security Ledger

Future computing devices will be able to understand human behavior through data gathered by embedded sensors and other wearable technology. Influencer: Genevieve Bell, Director, Intel Labs Source: Keynote at the Intel Developer Forum

Influential Opinions

Cheney and one of his doctor's revealed for the first time that the Vice President's pacemaker had its wireless feature disabled in 2007, “fearing a terrorist could assassinate the vice president by sending a signal to the device.”

Influencer: Dick Chaney, Former Vice President, United States Source: 60 Minutes

Influencers are emerging but haven’t yet gained momentum

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Contact Us!

To learn more about Appinions and our modular approach to influence marketing, contact us at

[email protected] or +1 646-532-3062.

Web: www.appinions.com

Twitter: @appinions

LinkedIn: http://www.linkedin.com/company/appinions

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