Mobile World Congress 2015

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Argus Insights, Inc. Confidential: Do Not DistributePage 2© 2015 Argus Insights, Inc. Confidential: Do Not Distribute

Experience Analytics

Promise• Speed of Social Media Analytics• Similar Depth of Primary

Research• Lack of design bias• Shown to reflect purchase

behaviorChallenge• Does not fully replace primary

research

Quality market intelligence required to drive growth

Social Media Analytics

Promise• Rapid capture of consumer

sentiment• Viewed as unbiasedChallenge• Hard to pull wheat from chaff• Expensive to monitor and

respond• Difficult to find leverage points

Traditional Primary Research

Promise• Trusted Source of Consumer

Insights• Can be tailored to fit Challenge• Slow to deploy and analyze• Beset by design bias• Difficult to find leverage points

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(Really) Brief Intro to Argus Insights

COLLEC

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Argus Insights Beat Wall Street Estimates for Q2 2013 iPhone Sales

Copyright© 2013 Argus Insights, Inc.

Consensus

Morgan Stanley

Argus InsightsApple’s Actual Q2

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

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Does Listening to Consumers Actually Work?

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Chinese iPhone Consumer Buzz

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2013 2014

US, UK, CA iPhone Consumer Buzz

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

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Argus Insights Proprietary Metrics Are Proven Predictors of Consumer Demand

23-Feb-13 23-Mar-13 23-Apr-13 23-May-13 23-Jun-13 23-Jul-13 23-Aug-13 23-Sep-13 23-Oct-13 23-Nov-13

Mapping Handset Consumer Buzz Metrics to Actual Handset Sales

Actual Sales/Returns for Specific Handset

Predicted Sales Using Argus Metrics from 8 weeks prior

Eight Weeks PredictingAdjusted R2 = 87.8%p-value = 4.547E-22

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Social conversation is growing as MWC approaches

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People are talking about MWC Worldwide, with conversation concentrated in Europe & the US

Category Focus

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Not Surprisingly, Consumer Products Grab More Attention than Infrastructure

LG grabs attention with 4 new mid-range

handsets

LG’s new Urbane Watch driving most of the

Wearables Buzz

Automotive driving less attention

than at CES

Sony’s new Tablets Eclipse even Smartphones announcements

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5G and LTE drive most of Infrastructure Discussion, NFV ahead of SDN

Huawei’s Release of 4.5G Concept sparked attention

Partnership between Samsung and SK

Telecom also drove lift

Promotion of Huawei LTE Smartband launch

at MWC 2015

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Consumer Device Launches and “Leaks” Dominate MWC Social Media

Sony Tablet Leak drives juicy buzz

Gaming and IOT get lift ahead of MWC

LG and Huawei Wearable Launches

Global Brand Focus

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LG has the most mindshare ahead of MWC as people discuss the much anticipated stylish new smartwatch

Chatter about LG’s stylish G Watch Urbane

Lenovo announced the Vibe Shot, a camera focused smartphone

Anticipation of HTC’s upcoming One M9 and M9 Plus smartphones

ZTE saw two spikes due to bots retweeting their MWC Invitation video

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Brand Mentions Lenovo introduced a camera focused smartphone with powerful 16 megapixel camera with BSI sensor, LED flash triple tone and sensor image stabilization

HTC takes a play from Apple’s book as they plan to introduce the One M9 & larger M9 Plus

LG builds anticipation for stylish G Watch Urbane with teasers & launches 4 new lower end smartphones

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Smartphone Leaks and Launches Veer Away From Flagship Phones

LG’s Budget Phones Excite MWC watchers

Linux handsets being launched are getting

some attention

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Brocade is grabbing the most attention of Infrastructure Providers involved in SDN/NFV conversation as their tweets are vastly retweeted

Brocade grabs attention with their promotion of the NewIP & their cloud

securing Vyatta vRouter

Brocade is building MWC excitement with a #tbt to

their MWC 2014 conversation with Intel

HP is drumming up attention by initiating NFV conversation with

partners about MWC

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Demos and Partners Dominate NFV Discussions Ahead of MWC

Brocade has great amplification but little engagement with others

HP’s strong partner strategy apparent in high engagement

on MWC NFV demos

Mavenir and Nokia(thanks to Light Reading) have buzz

separate from partner networks

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Infrastructure Provider Mentions

Brocade played on nostalgia by posting at #tbt (Throwback Thursday) to last year’s MWC

Brocade is promoting the roles the IBM Cloud Orchestrator and Brocade Vyatta vRouter play in providing a better cloud environment.

HP & WindRiver discuss advancements in NFV to be extrapolated upon at MWC

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Huawei’s tease of a 4G enabled LTE smartwatch drove LTE conversation & talk of Nokia’s working 5G radio equipment generated buzz

Huawei’s tease of a 4G enabled LTE smartwatch drove LTE conversation

Talk of Ericsson’s working 5G radio equipment & Nokia’s focus on future 5G tech generated buzz

Samsung & SK Telecom will present advancements in 5G mobile

internet at MWC

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Tech Trends MentionsNokia’s MWC Press Release mentions a focus on the future 5G technologies for applications & LTE for machine-to-machine communications

Huawei teases the reveal of an LTE enabled smartwatch at MWC

Ericsson is rethinking the design of mobile networks with a focus on 5G and radio technology

Samsung & SK Telecom will present 5G Technology at MWC

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Consumer Device Launches and “Leaks” Dominate MWC Social Media

Sony Tablet Leak drives juicy buzz

Gaming and IOT get lift ahead of MWC

Kazam, a British manufacturer, plans to introduce a slew of Windows &

Android phones and tablets

LG teased the introduction of their new stylish smartwatch,

the LG Watch Urbane

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Product Category MentionsTalk of Apps for connected cars is surfacing as people anticipate new technology at MWC

Early praise for LG’s recently unveiled smartwatch-the LG Watch Urbane

British manufacturer Kazam is taking advantage of MWC exposure to launch several Windows & Android devices from tablets to smartphones

Hype is building around speakers who will talk about the future of IoT at MWC

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Brands are taking to social media to raise awareness about what they will reveal at MWC

Kyocera is partnering with SunPartner to debut

it’s solar charging smartphone prototype

People anticipate SKTelecom & Samsung’s 3D Beamforming and

TMobile & Nokia LTE capacity demos

Rumors of an ultra secure tablet from Blackphone makers SGP Technologies

excite paranoid tech users

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Prototype, Demo & POC MentionsSGP makes the privacy centric Blackphone, andrumors of their development of a secure tablet to be demonstrated at MWC is driving interest

Kyocera is receiving attention for their prototype of a solar charging smartphone

Samsung & SK Telecom will team up to demonstrate advances in 5G and 3D Beamforming

Several brands are tweeting out what people can expect to seem them

demonstrating at their booths at MWC

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Popular content shared leading up to MWC demonstrates interest in Brocade’s NFV play, and LG & Lenovo’s new products

Popular Links DescriptionTotal Shares

http://www.mobileworldcongress.com/twitter/ Mobile World Congress Homepage 844

https://technology.ihs.com/521319IHS MWC Specific Webpage, detailing what the noteworthy things the company will have at the show 672

https://amp.twimg.com/v/75246a8d-8ed7-41b7-8aa2-0ada596fad36 Brocade's 'New IP' video 563

http://www.marketingdirecto.com/actualidad/tendencias/la-gamificacion-conquistara-el-mwc15/

Disscussion about how Gamification can and should be used to promote MWC 507

http://www.unlimit-tech.com/blog/?p=138367 Article about LG's 4 new smartphones 488

http://techcrunch.com/2015/02/12/join-us-in-barcelona-during-mwc/?ncid=rss TechCrunch promotion of MWC 463

http://www.antaranews.com/berita/480328/lg-siap-ungkap-smartwatch-terbarunya-di-mwc Article about LG's new Watch Urbane stylish smartwatch 447

http://www.unlimit-tech.com/blog/?p=138300 Article about Lenovo smartphones to be displayed at MWC 419

http://techno.okezone.com/read/2015/02/13/57/1105233/mwc-2015-google-bawa-50-komponen-ponsel-modular

Article about the 50 modular components Google will bring to MWC 349

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Several companies took to youtube & Facebook to share pre MWC videos, and tech blogs shared product related content

Popular Domains Total Shares

cbnco.biz 5435

www.youtube.com 2627

www.mobileworldcongress.com 2413

vbusacareers.com 1942

www.facebook.com 1854

www.unlimit-tech.com 1504

news.google.com 1222

mp.weixin.qq.com 1022

www.xatakamovil.com 930

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Key Takeaways

• Style points are driving interest in LG’s newest smartwatch, the LG Watch Urbane as it is already gaining praise for its sleek design and high quality materials

• While there is intrigue surrounding flagship phones to be revealed (Samsung Galaxy S6, HTC One M9) brands like Lenovo, LG & Kyocera are gaining mindshare by introducing various mid-low range smartphones

• Brocade is monopolizing Infrastructure related mindshare with significant engagement on NFV related Tweets

• Focused use devices are gaining attention, as people are curious about ultra secure tablets and solar charging smartphone prototypes

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

http://www.argusinsights.com Twitter: @argusinsights1-877-992-7487 sales@argusinsights.com