AUTOMOTIVE
BEAUTY
COMMERCIAL TECHNOLOGY
CONSUMER TECHNOLOGY
ENTERTAINMENT
FASHION
FOOD & BEVERAGE
FOODSERVICE
HOME
OFFICE SUPPLIES
SOFTWARE
SPORTS
TELECOM
TOYS
Evolving Handsets, Evolving Needs Targeting Consumers Now and Tomorrow
Ross Rubin Executive Director of Industry Analysis
Consumer Technology The NPD Group September 2010
Proprietary and Confidential
Founded in 1967 Cover a wide range of industries, including telecom,
electronics, software, office supplies, toys, videogames, apparel, beauty, home, and auto products
Two main sources of data for sellthrough information Point-of-Sale: Item-level data from case register panel
of retailers, including Best Buy, Radio Shack, Target, Sears, BJs, Amazon.com, Apple, etc.
Consumer: Brand-level purchase data (and related info) from online surveys sent to hundreds of thousands of consumers
About The NPD Group
Proprietary and Confidential
Consumers Competition
Capabilities
Topics
Proprietary and Confidential
Consumers
Proprietary and Confidential
Carrier demographics vary significantly
Source: The NPD Group / Consuner Data Tracker / Mobile Phone Track
Proprietary and Confidential
Smartphones have become affordable, but data is still expensive
Source: The NPD Group / Consuner Data Tracker / Mobile Phone Track
Proprietary and Confidential
Not all smartphones have the same demographic appeal
Source: The NPD Group / Consuner Data Tracker / Mobile Phone Track
Proprietary and Confidential
Competition
Proprietary and Confidential
Nexus One innovative but unsuccessful: Cancelled in five months
Created by HTC 1 GHz processor
3.7’ AMOLED display 800 X 480 resolution
Android 2.1 5 MP camera
Proprietary and Confidential
Abracadabra. Droid Incredible #2 Android smartphone in Q210
Created by HTC 1 GHz processor
3.7’ AMOLED display 800 X 480 resolution
Android 2.1 8 MP camera
Proprietary and Confidential
Carriers still dominate handset distribution
Source: The NPD Group / Consuner Data Tracker / Mobile Phone Track
Proprietary and Confidential
Capabilities
Proprietary and Confidential
Handsets have become capable 4G-ready media platforms
Source: The NPD Group / Consuner Data Tracker / Mobile Phone Track
Proprietary and Confidential
Advent of HTML 5 opening up new development opportunities
Source: The NPD Group / Consuner Data Tracker / Mobile Phone Track
Proprietary and Confidential
Ultimately, the handset will be as useful for avoiding communication as it is for facilitating it.
The future phone
Proprietary and Confidential
About us About the environment
To become useful assistants, handsets will need to know
Proprietary and Confidential
Smartphones are driving the horsepower
Source: The NPD Group / Consuner Data Tracker / Mobile Phone Track
Proprietary and Confidential
From siloed repositories to anticipatory assistants
Telenav OnMyWay
2010
Palm Synergy
2009
Newton Intelligence
1993
Proprietary and Confidential
GPS/Hotspot databases Accelerometers
Gyroscopes Proximity Sensors
Light Sensors Compasses Cameras
Handsets are increasingly context-aware
Proprietary and Confidential
Location-aware handsets provide context
Source: The NPD Group / Consuner Data Tracker / Mobile Phone Track
Proprietary and Confidential
Location-aware handsets provide context
Source: The NPD Group / Consuner Data Tracker / Mobile Phone Track
Proprietary and Confidential
Focus on the WAN, but much intelligence comes from LAN, PAN
zzzzzd
4G
Wi-Fi
Bluetooth
Zigbee
Proprietary and Confidential
NFC brings convenience to commerce, check-in, but at a price
POS/ Realtime
Existing Infrastructure
Remote
New Infrastructure
Mag stripe Readers (Square)
NFC
Cameras Barcodes
Check Imaging
Augmented Reality
Send Money Apps
(PayPal, oboPay)
Proprietary and Confidential
Understand whom you are targeting and what they own Carriers play an important role
Dictate the portfolio Control large subscriber bases
Advertise and promote Smartphones are growing and capabilities are improving
Faster cellular access
More robust contextual awareness, local networks How do we integrate to move beyond the PC?
Summary
Proprietary and Confidential
Thanks and Q&A. Web: npdgroupblog.com
Twitter: @rossrubin