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Survey Report – 3 rd Week of May. Touch Screen Recognition Survey. May 2008 [email protected] Displaybank’s Research Division TEL: +82-31-704-7188 (132) FAX: +82-31-704-7187 URL: www.displaybank.com. Contents. Introduction Analysis of Touch Screen Competitiveness - PowerPoint PPT Presentation
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Touch Screen Recognition Survey
Survey Report – 3rd Week of May
May 2008
Displaybank’s Research Division
TEL: +82-31-704-7188 (132)
FAX: +82-31-704-7187
URL: www.displaybank.com
All contents of this file are copyright by the author and Displaybank2
I. Introduction
II. Analysis of Touch Screen Competitiveness
III. Touch Screen Mobile Phone
IV. Touch Screen Utilized Application
V. Displaybank
Contents
All contents of this file are copyright by the author and Displaybank3
I. Introduction1. Survey Design
2. Major Survey Categories
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Research Methodology Off-line Survey
Respondent Criteria Displaybank’s Touch Screen Panel Seminar Attendee
Area Covered South Korea
Research Period Apr, 2008
Sample Size N=218
Objective
This survey targeted the attendees of Displaybank’s seminar, “Touch Screen Panel Applications & Technologies” in order to measure the strength and marketability of Touch Screen.
The end result of this survey would benefit the industry related to the Touch Screen device for measuring the consumer needs and the result is aimed to be utilized as basic resources for later in-depth surveys.
Method
Survey Design
All contents of this file are copyright by the author and Displaybank5
Touch Screen Competitiveness• The current possession status of Touch Screen
• Inconveniencies in using Touch Screen
• Touch Screen Price Premium
• Touch Screen’s Unique Selling Proposition (USP)
Touch Screen Mobile Phone (Touch-Phone)• Touch-Phone inputting device
• USP of Touch-Phone
• Purchasing intention for Touch-Phone
• [Reference] Purchasing intention for Digital Camera
Misc.• What are the possible applications of Touch Screen with marketability perspective?
Major Survey Categories
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II. Touch Screen Competitiveness1. The Current Possession Status of Touch Screen
2. Inconveniencies in using Touch Screen
3. Touch Screen Price Premium
4. Touch Screen’s USP
All contents of this file are copyright by the author and Displaybank7
[Base : Displaybank Touch Screen Seminar Attendees, N=218] [Unit: %]
Q. Please select product category that utilize Touch Screen from your possession.
Possession StatusPossession Status
ImplicationsImplications
• 84.6% of participants possessed Touch Screen Products
• Navigation>PMP/MP3, Mobile Phone>Game Consoles (Touch Screen and Touch-method buttons are also included)
• Misc. include UMPC, PDA and Electronic Dictionary
• 27.7% of people who possessed Touch products are surveyed to have more than 2 products
• Automobile Navigations facilitated the increased Touch Screen supply ratio and the large majority of those who own automobiles are likely to have Touch Screen navigations
• The Touch Screen ratio in mobile phones is expected to largely increase due to concentration towards instinctive UI after 2009 and new market of mobile phones with game console is expected to emerge through convergence of Touch Screen game consoles and mobile phones
•Touch-method is generally UI that is suitable for small products such as mobile phones and consumer preferences are expected to increase due to easy operation & conversational usage and stylish design
Possession Status
The Current Possession Status of Touch Screen
4.6%
12.3%
15.4%
21.5%
21.5%
64.6%
0% 20% 40% 60% 80% 100%
Misc.
Game consoles
No
Mobile Phone
PMP/MP3
Navigation
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InconvenienciesInconveniencies
ImplicationsImplications
• 96.3% of those who owns Touch Screen products have answered some inconveniencies in using the product
• The order was malfunction>Character Input>UI
• Misc. included slow response time after touch
• For malfunctions, major malfunctions are viewed as low experience level of people’s using touch screen product, not necessarily through faulty products
• Lacking study of touch function in menu screen and difference from existing key pad types are explained to be reasons for Character Input inconveniencies
• People showed inconvenience using computer terminals that utilize Touch-method due to non-response for any inputting
• Encompassing further improvements for the later UI have surfaced as important aspect and attempts to increase preciseness through indirect Touch-method utilizing pen and laser pointer is expected
Inconveniencies
Q. Please select 2 categories for inconveniencies in using Touch Screen products
Inconveniencies in Using Touch Screen
[Base : Displaybank Touch Screen Seminar Attendees, N=218] [Unit: %]
2.5%
7.4%
19.8%
37.0%
54.3%
79.0%
0% 20% 40% 60% 80% 100%
Misc.
Nothing
Multi Touch
UI
Character Input
Malfunction
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Q. This question is to investigate Touch Screen Price Premium. When identical products are available, What % of premium would you give to the product with Touch Screen?
[Base : Displaybank Touch Screen Seminar Attendees , N=218] [Unit: %]
Premium %
Less than 10% 33.8%
10~15% 26.2%
15~20% 10.8%
20~30% 9.2%
Over 30% 20.0%
LaptopLaptop Game ConsoleGame Console
PMP/MP3PMP/MP3 Mobile PhoneMobile Phone
Price PremiumPrice Premium
• Laptop : Less than 10%>10~15%>Over 30%
• Game Console : Less than 10%>10~15%>Over 30%
• PMP/MP3 : 10~15%>Less than 10%>Over 30%
• Mobile Phone : 10~15%>Over 30%>20~30%
Premium %
Less than 10% 27.7%
10~15% 22.1%
15~20% 12.4%
20~30% 16.9%
Over 30% 20.9%
Premium %
Less than 10% 24.6%
10~15% 29.2%
15~20% 12.3%
20~30% 13.8%
Over 30% 20.0%
Premium %
Less than 10% 17.8%
10~15% 23.1%
15~20% 19.2%
20~30% 20.0%
Over 30% 19.9%
ImplicationsImplications
• Average 10% of price premium is given throughout each applications
• Higher price premium was given to mobile phone, and this is analyzed as people are willing to pay more if Touch Screen is equipped in mobile phone
• The reason for premium differences between different applications is the merit of keeping the screen bigger for small equipments when Touch Screen is applied and higher premium is given when Touch-method wholly replaces the existing input method
Touch Screen Price Premium
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Q. Please select 2 merits of product that has Touch Screen.
Touch Screen USPTouch Screen USP
More display space>No other input device necessary>Stylish Design
ImplicationsImplications
• As Touch Screen is equipped, Display area can extend to the keypad area such that it leads to efficient display use as well as stylish design
• The reason why people prefer Touch-method from the design perspective is that other input devices or buttons are simplified in a way to pursue Minimalism, a trend for pursuing a simple design
• The press materials for the recent Touch Screen product implement such USP
Touch Screen USP
Samsung, Instinct SPH-M800 Wibrain, B1L Sony, T200
Bigger and thinner display leads to more popularity
Digital products at the tip of the finger “tap, tap…” popularity adds to Touch Screen products
Digital is felt through a finger tip
“Touch, rather than punch” Index finger users rise
Cole digital meets arm analog
Press Releases Press Releases
Touch Screen USP
[Base : Displaybank Touch Screen Seminar Attendees, N=218] [Unit: %]
1.7%
16.7%
16.7%
53.3%
55.0%
56.7%
0% 20% 40% 60% 80% 100%
Misc.
Various UI
Fast Deviceoperating speed
Stylish Design
No other input devicenecessary
More display space
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III. Touch Screen Mobile Phone
1. Touch-Phone Input Device
2. Touch-Phone USP
3. Purchasing Intention for Touch-Phone
4. [Ref.] Purchasing Intention for Digital Camera
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[Base : Displaybank Touch Screen Seminar Attendee , N=218] [Unit: %]
Input DeviceInput Device
• Not Necessary>QWERTY(keyboard)>Pen
• Misc. include 3D gyro mouse
ImplicationsImplications
• 33.8% of “not necessary” additional input device indicate people’s willingness to enjoy Touch-Phone even if it is inconvenient, and any inconveniences are needed to be improved in later UI
• QWERTY keyboard is combined with Touch Phone in the Northern American market where extremely low preference exist for a big, complex method to be on sale as premium mobile phone and it solves the problem of character input in Touch-method
• Distinguishing points through easy usage of Touch input is considered to be important
Input Device
Q. The current Touch-Phones that are in domestic market are a full Touch mobile phone which other input devices are not necessary. Which additional input device do you think is necessary if any?
LG, Voyager (Touch +QWERTY) LG, Glimmer (Touch +keypad) Directron, 3D gyro mouse
Touch-Phone Input Device
QWERTY Keyboard
30.8%
pen21.5%
Keypad13.8%
Not Necessary33.8%
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Touch-Phone USPTouch-Phone USP
• Surfing Internet>Editing Picture and Video>Electronic Diary
• Misc. include UI only for Touch-Phone (Touch sensor)
ImplicationsImplications
• Internet function and editing picture/video were considered highly recognized functions which was analyzed to be caused by recent Touch-Phone advertisement
• Selecting electronic diary was influenced by a digilog, and it provides feeling of actually writing a diary and easier in editing scheduler
• Simply adding Touch Screen support function is not going to maximize Touch-Phone’s merits such that various functional development is necessary considering Touch-Phone
• UI that can emphasize the Touch-Phone usage and various contents are required for development
Touch-Phone USP
Q. Please select two functions which maximize Touch function in a mobile phone.
Touch-Phone USP
[Base : Displaybank Touch Screen Seminar Attendees, N=218] [Unit: %]
1.6%
15.7%
31.5%
40.9%
42.5%
67.7%
0% 20% 40% 60% 80% 100%
Misc.
Text send/receive
Game
Electronic Diary
Editing Picture andVideo
Surfing Internet
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Haptic PhoneHaptic Phone
• “Touch and it Shall Respond”
• Emphasis on Touch sensor
• Multi UI
• Mutual Response is maximized for mobile phone with user perspective
Touch Web PhoneTouch Web PhoneBeauty PhoneBeauty Phone
• “See World through Me Emphasis on Image Edit
• Emphasis on Camera Function
• Appeals to Female Users
• “Enjoy Internet same as PC”
• Emphasis on Internet Phone Recognition (“OZ” Service)
• Emphasis on Web Full Browsing
Touch-Phone USP – Examples of Advertisement
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Touch-Phone USP – Each Company’s UI
• Apple’s next generation UI, “Advanced Multi-Touch” is in development and known to utilize maximum 4 fingers and is expected to be applied to iPhone, iPod, and MACBook
AppleApple
• Widget method UI through Drag & Drop, Hap tics (vibrate feedback) function utilized in order to enable fun and emotional, “TouchWiz’” UI
Samsung ElectronicsSamsung Electronics
W420 P720(Armani Phone)
• 3” entire Touch Screen is used and two LCD equipped in front distinguish what is operated in upper and lower LCD and equipped with UI that enables users to create favorite menu
LG ElectronicsLG Electronics
• Mitsubishi- Touch Screen utilizing Dual Screen that is equipped with two QVGA screens composed with new UI for applying all functional aspects in a produced inner application
•Nokia- Nokia is heavily researching on Touchless Touch Interface that controls terminal without actually Touch
Nokia/MitsubishiNokia/Mitsubishi
3D Touchless Device Control InterfaceMobile World Congress 2008LG-KF600, LG-KU990, LG-KF700
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[Base : Displaybank Touch Screen Seminar Attedee , N=218] [Unit: %]
Intention to Purchase touch-PhoneIntention to Purchase touch-Phone
• want to purchase>Very much so>Somewhat
• Generally 81.5% had some intention for purchase
ImplicationsImplications
• Touch phone in mobile phone market is expected to be huge and survey backs this forecast
• People who already had experienced Touch-method showed their intention for re-purchase and this is due to people who had learned the merits of Touch-method are most likely to re-purchase
•Haptic phone has sold around 100,000 units currently and Beauty phone that came out earlier has sold 200,000 units
Touch-Phone Purchase Intention
Q. Do you have intention to buy Touch-Phone for your next mobile phone purchase?
Intention to Purchase Touch-Phone
Market ForecastMarket Forecast
• Touch Screen terminal market is expected to rapidly expand through 2007’s iphone and PRADA phone that targets main stream market
• According to Displaybank, 6 billion units (36%) out of 17 billion units of expected manufactured terminals in 2010 would be Touch Screen supported terminals
Highly unlikely3.1%Don’t want to purchase
1.5%
somewhatI 13.8%
Very much so 15.4%
Want to purchase66.2%
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[Base : Displaybank Touch Screen Seminar Attendee , N=218] [Unit: %]
Purchase Intention for Digital CameraPurchase Intention for Digital Camera
• want to purchase>somewhat>very much likely/very much unlikely
• overall, 58.5% gave their intention to purchase
ImplicationsImplications
• 58.5% of participants said to have intention to purchase for Touch Screen digital camera that new market creation for Touch Screen is possible
• The intention to purchase ratio is lower than Touch-Phone since people have not experienced digital camera with Touch Screen application such that they couldn’t be sure of practical use of such product
• Active PR is needed for recently debuted Touch Screen digital camera
Purchase Intention for Digital Camera
Q. Do you have intention to purchase digital camera with Touch Screen application for your future digital camera purchase?
[Ref.] Intention to Purchase Digital Camera
Sony, DSC-T2
PR Examples PR Examples
Panasonic, FX520
• Digital Camera is now equipped with “Touch Screen”
• Touch Screen Digital Camera “even adjust focus”• Digital Camera adjust focus through Touch of a subject
• Digital Camera, “Pixel” is gone as “window” emerge
Kodak, V1273
somewhat,33.8%
Want to purchase52.3%
Very much likely 6.2%
Don’t want to purchase6.2%
Very much unlikely 1.5%
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Touch Screen Utilized Applications
Touch Screen Utilized Applications
TV & PCConsumer Electronic
Mobile Phones & AV
Misc.
Small Laptop Refrigerator Navigation Electronic Board
Laptop Inter-phone Mobile Phone Restaurant Menu
PC Monitor Digital Door Lock Game Console Table PC
TV Remote Light Switch PMP Calendar
Large Sized TV Washing MachineElectronic Picture Frame
Copier
Air Conditioner MP3Games in Game Room
Projector Microwave Camera/Camcoder Printer
N/A Home Phone Audio Fax
Small-Medium Sized TV
N/A DVD/BD Player N/A
Misc. Air Freshener Misc. Misc.
Heater Remote N/A
1st
2nd
3rd
TV & PCTV & PC
• Recent UMPC’s popularity within TV & PC area caused 49.2% of large share for small laptop followed by 35.4% of laptop.
Consumer ElectronicsConsumer Electronics
• Refrigerator scored 44.6% within consumer electronics section followed by 32.3% of inter-phone. This is because utilizing Touch Screen of lots of control buttons in refrigerator would enable much more merits in design perspective. Inter-phone is expected to have simple design when Touch Screen is utilized to simplify a lot of buttons.
Mobile Phones & AVMobile Phones & AV
• Many people selected Mobile phones as most needed to have Touch Screen application and navigation and mobile phone among them are marked 73.8% because 95% of navigations equipped with Touch-method and recent Touch-Phone increased PR effect. Meanwhile, applications in game console had 49.2% and this is because of Nintendo’s high popularity last year enabling more Touch applications in Entertainment area.
• Misc. had many public related products. Among them, electronic board was at highest 60% followed by Restaurant menu at 46.2%.
[Ref.]
Q. Please choose as many as product that you feel Touch Screen is needed.
Misc.Misc.
[Base : Displaybank Touch Screen Seminar Attendee , N=218] [Unit: %]
Small Laptop 49.2% Refrigerator 44.6% Navigation 73.8%Electronic board
60.0%
Laptop 35.4% Inter-phone 32.3% Mobile phone 73.8%Restaurant Menu
46.2%
PC Monitor 24.6%Digital Door Lock
24.6% Game Console 49.2% Table PC 41.5%
TV Remote 20.0% Light Switch 24.6% PMP 43.1% Calendar 23.1%
Large Sized TV 16.9%Washing Machine
20.0%Electronic Picture Frame
32.3% Copier 20.0%
Air Conditioner
20.0% MP3 30.8%Games in Game Room
15.4%
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V. Displaybank
1. Overview
2. Customer Insight Research
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“We are a Value-added Information Creator”
CEO: Peter, Kwon
Establish Date: June, 1999
Office: Korea (HQ), Japan (Yokohama), Taiwan (Taipei), China (Shanghai), USA (San Jose)
Overview
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Customer Insight Research
What We DoMarket Strategies Development - Pricing, Promotion, Place, ProductTrend Forecasting - Customer, Market, Product, Technology, Media and LifestyleEvaluation - Product, Technology, Brand, Strategy, Advertising and CommunicationsMarket Opportunities for Specific Products and ServicesMarket Understanding and Segmentation New Product developmentCustom B2B/B2C Survey, Consulting, Conference, Seminar, and Event Speaking
The Strong Point of Our ServiceCategorized Knowledge - Displaybank's in-depth knowledge on a market, technology, consumers and experiences, minimizes the survey period and provides optimum resultsSpecialized Panel Group- Displaybank has been retaining a large panel group that has some 50,000 experts from the entire industry and the panel group is recognized for their ability to verify the concepts for the new products/technologies and the future trend prediction
What We’ve Done
LCD monitors market forecast by detailed specificationEfficiency of wide monitorProjector Market SegmentationAffordable prices for over 20” monitorBuying pattern of digital TVRecognition of LED LCD TVFeasibility of large size OLED displayFeasibility of Small & Medium size OLED displayDTV Design Trend forecasting
Who Prepared Allen Ji : Tel. +82-31-704-7188 (#130), Fax. +82-31-704-7187, [email protected] Yune : Tel. +82-31-704-7188 (#131), Fax. +82-31-704-7187, [email protected] Oh: Tel. +82-31-704-7188 (#132), Fax. +82-31-704-7187, [email protected]