1 Vs : A Social Media Analysis

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concepts in to core business. functions.

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Consumer Electronics Industry

Confidential

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All rights, including IP and copyrights in the creative concepts, ideas, plans, drawings, logos, designs or other intellectual property in this document rest with In-Rev. No part of the same may be reproduced (including through any modification / adaptation thereof), in any form or by any means whatsoever under penalty of law.

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Abstract

The Consumer Electronics industry is highly dynamic and fast-changing, fueled by rapid innovations and technological changes. Market research shows that the top ten players contribute to approximately 52% of the total market size. The industry has seen the rise and fall of many companies.

Due to the dynamic nature of the industry, it poses a great challenge for any one company to stay on top. The evolving demands of consumers and the rate of innovation from the companies have very interesting dynamics to add to this. In addition to this, the eco-system that drives the industry is wide spread. Factors such as raw material costs, labor costs, economic conditions and purchasing behavior of consumers play a vital role.

Among the many players in the market, SONY is known for its high-end innovations and designs, which seem to have inspired APPLE in many ways during its early days. But in the present context, it is facing a huge challenge to keep up with innovations and market trends. The recent rise of SAMSUNG which has even given APPLE a tough time, simply beats every corner of the market.

This report is an analysis to understand where SONY stands compared to SAMSUNG and identify the trends between the two brands. The product categories which we will be looking at are smart-phones and tablets.

Note: The report is based on social media conversations. The brands chosen for the research were not commissioned by any organization. The research was carried out with the sole intention of showcasing Simplify360 and the power of social media research.

The keyword combinations used were: Sony with (, Xperia, Tablets) and Samsung with (Galaxy, Note, Wave, Tablets, SII, SIII)

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How many people talking about SONY and SAMSUNG?

A snapshot of the conversations:

Time Period : 12th July 2012 to 20th July 2012

No of social mentions : 218 K

Unique Mentions : 100 K Average Mentions/Day : 24 K

SAMSUNG MENTIONS: 159K SONY MENTIONS: 59K

SAMSUNG has 60% more conversation than SONY.

samsung sony Linear (samsung) Linear (sony)

19860 19834 19829 19847 19845 19799 19915 17745

8989 8696 7525 7141 8086 7274 5104 5457

Jul 12 Jul 13 Jul 14 Jul 15 Jul 16 Jul 17 Jul 18 Jul 19 Jul 20

The above graph depicts the overall buzz trend for SONY and SAMSUNG during the time period from 12th July 2012 to 20th July 2012. The graph shows SAMSUNG has by far higher conversations than SONY. In addition, the line trend for SAMSUNG is increasing at a higher rate than SONY.

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Which Product is most talked about?

2% 1% 1% 2% 5% 3%

4% samsung galaxy note 6% sony ericsson sii siii 9% 57% ericsson and xperia galaxy samsung tablet 10% galaxy tablet Others

The overall conversation is dominated by the Samsung Galaxy series. More than 57% of the conversations out of the total conversations comprises of mentions of the Galaxy series. This just shows the strength and effectiveness of SAMSUNG Galaxy series in the market and the amount of buzz it has been able to generate due to its features and more importantly, it’s pricing strategy. How is SONY benchmarked with respect to SAMSUNG? Apple HTC Acer Sony 8% 26% 42% 4% 14% 7% Samsung 55% 17% 15% 5% 6% 2%

Based on the occurrence of other brands in the conversations about SONY and SAMSUNG, we see that APPLE appears in around 55% of the conversations about SAMSUNG, where as in the case of SONY, its only 8%. Considering APPLE as the leader, SONY is way below the benchmark compared to SAMSUNG. SONY is more closely compared with NOKIA with 42% of the conversations being about both of them.

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What percentage of conversations is about SONY?

With an average of 24K conversations per day, the type of conversations ranges from promotional messages, feature requests, complains, experience.

In overall conversations tracked, the conversations which mentioned only 1% SAMSUNG was around 72%, while that for SONY was 27%. 27% samsung sony Only 1% of the conversations had sonysamsung both the mentions of SONY and SAMSUNG.

72% This low percentage just shows the difference in the competitive landscape between the two brands.

Some Conversation s Examples SAMSUNG The distribution of the sentiment has 59% @kbanas i'm not far behind you. my samsung of positive mentions, 9% negative mentions galaxy blarg is the worst, and i'm convinced that and 32% neutral mentions. all the preloaded crap isn't helping. ------@xoarianatorarmy android samsung galaxy aka the worst phone ever Neutral +ve -ve ------hahahahaha x8 doesn't support ics. glad i didn't 7% get that crap. worst xperia device from sony after the x10. 9%

32%

SONY 49% The distribution of audience sentiment 44% shows 7% negative mentions, 44% positive 59% mentions and 49% neutral mentions.

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How price sensitive are People? Consumer Electronics is a highly price sensitive industry where the purchasing trend is proportional to the pricing of the devices.

Out of all the general conversations Complaints 2% about SAMSUNG and SONY, 7% of the conversations are related to pricing of the devices. Reliability 6%

SAMPLE Conversations Pricing 7% ------@arvind_babu if you're buying an iphone then why don't you consider buying sony Availability 11% xperia s? iphone 4 costs around 35k and xperia s 29.9k? Features 22% ------@meisdonald @yominyo donald help me check sony xperia ray price can? Design 26% ------@soorajtpnlr @alsiladka tough question. Brand Loyalty 27% the is "okay" at best, and is in that price range.

The chart and the sample conversations show that people are actively looking for better deals and pricing comparisons for the devices. The chart below shows that the distribution of the conversation types are very similar, besides the fact that DESIGN is being talked about much lesser for SONY, while for SAMSUNG conversations related to design comprises of 28%.

sony samsung Note: Reliability is about basic device properties like battery life of the device.

3% Complaints 1% Availability is about accessibility of the product on Online or offline store. Reliability 6% 6% Brand Loyalty is about loyalty

12% Pricing 6% expressed by the customer about the product in terms of satisfaction and Availability 15% 11% experience. 28% Features 20% 11% Design 28% 25% Brand Loyalty 27%

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What are the most popular topics around SONY’s mobile brands?

Complaints: Current customers are eagerly seeking a replacement for their SONY XPERIA

 @electrictype i recently replaced a sony xperia droid because it was caught in an infinite reboot loop. :/  @eoghananderson yeah. but at least your phone was half decent! mine was a sony ericsson mini and was terrible. i'd had 3 replacements xd  i can't wait to give my phone into repair to sony ericsson today. hey i am coming for youse ok.  i need a new phone. but i don't want (and i don't need) a 'smart phone'. also, i want the replacement to be a sony ericsson as well.

Reliability: Battery life is a major issue where customer have trouble with recharging the phone more than once in a day.

 "what has been using the battery: 34% phone idle" fuckin' android phone.. fuckin' sony ericsson xperia.. fuckin' technology..  0% battery means not yet empty battery for sony ericsson phones. makakarelate ka if you own one... :-p  @maloyjordan my battery is shit like on my sony ericsson, have to charge it up every fucking day, absolute nightmare  @vzwsupport i have the sony ericsson xperia play. no i haven't tried a different battery yet though. it dies sooooo quick.the replacement to be a sony ericsson as well.

Pricing: Prospective customers are seriously looking for price comparisons and for the best deals.

 @expansysuk would you price match the 32gb white with sonys website?  wat is the price of sony ericsson xperia x12...... ???????  sorry. . . i want to know. . . how much price of . . . @sonymobileke

Availability: People want to know where can they buy the products, online and offline.

 @jarirbookstore do u keep pouch or cover for ?  a new sony smartphone is now available for pre-order in india via online retailer flipkart, the device is called xperia neo l.  a trio of 's newest xperia are now available in the u.s., but you won't find them in carrier stores.  if you're looking for an affordable yet capable android smartphone, here's one that has just arrived. the sony xperia neo l hits malaysian stores.

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Features | Design | Brand Loyalty: Customers are mostly talking about support for downloading apps, shape and size of the device and touch screen experiences.

 got meself a sony ericsson mini pro xperia! it is soooo small!!!! it is the size of the of my hands!  the xperia ion is the first sony-branded smartphone to arrive in the u.s. it has a 4.55-inch, 1280 by 720 hd lcd screen. that's pretty good, but it's not the best. though you can run apps and watch movies and be satisfied, there are times ...  back with my lovely sony ericsson and all its 12 buttons to type, miss the full keyboard:(  i love my sony ericsson jalou :' ( everyone comments on how tiny/cute it is. but i realise i'm one of about 5 people without  @noursaid_ i was thinking about the sony xperia arc s.. the one x is awesome bas i dont like the design

What are the most popular topics around SAMSUNG’s mobile brands?

Features | Design | Brand Loyalty: Customers are really enjoying the touchscreen experience with the SAMSUNG smartphone product lines, along with the Galaxy Note. The slogan “Designed for Humans” really seems to have been received quite well by the people.

 samsung galaxy y s3560 has best touch screen and android  @breve711 my samsung galaxy is da bomb diggity! lol but i do have a love/hate relationship with my touch screen when texting and/or tweeting  @samsungmobileke the samsung galaxy s3 #galaxys3ke has the best screen  can i just say how much i love the swipe keyboard on my new samsung galaxy s3! kick awesome!  i can say i now finally love a touch screen, samsung galaxy y... i just wish the camera had a flash and more mp's hahaha  i was ready to jump on the iphone train but, samsung galaxy s3.. ooh la la you sexy over sized plastic bitch.. i'm in love

Complaints and Reliability  buyers beware: new 32gb samsung galaxy siii delivered today does not even power up but @verizon cannot replace same for 3 weeks  "@yaseentheba: wanna hear a joke? the samsung galaxy s3 battery life!" i was going to buy one...☹  my samsung galaxy s3's battery lasts me an entire full day. amazing.  rt @cyrusville: samsung galaxy siii is made for humans but the battery is made for birds

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Pricing: The Samsung product lines are also quite well known for their economical pricing.

 samsung galaxy s3 price drop - cheapest on the high street, 489.99, sim free - brand new  samsung galaxy s2 vs the s3. anyone got any 1st hand experience? the difference in contract price is staggering! #samsung #galaxy  samsung price dropped ! :)  samsung galaxy tab 2 7.0 and 10.1 on sale at costco. spotted over the weekend its selling for less than retail price.

Strategy of launching a product with reasonable prices and powerful new phones at the same time is generating more buzz around SAMSUNG, whereas people talking about SONY phones have mixed reviews and uncertainty.

How can SONY tackle social media buzz? The first step is to understand where these conversations are taking place and who are the people talking about the brands. Are they customers or analysts? Then, it is important to identify the popular blogs or forums where there is more buzz around electronic devices. This will help in making a targeted and better focused media plan.

samsung sony 1363

368 233 268 173 107 58 23 33 69 2 8 67 18

Blogs Customsite Discussions Flickr News Video

TWITTER is by far the most engaged platform 155808 where there are lots of conversations around the brands. This is followed by Facebook and 57890 Blogs.

Twitter

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How often do people talk on Twitter?

70 Population of People 60

50

40 SONY 30 SAMSUNG

20

10 Number of times 0 mentioned 0 10 20 30 40 50 60 70 The graph above shows the number of times SONY and SAMSUNG were talked about with respect to the number of people. It shows that for both the brands, the number of unique people mentioning the brands less than 10 times is greater than number of people talking about the brands most often. This is a common trend in the industry where the population is usually divided into enthusiasts and the general public.

70% Out of a total of 101K unique Twitter profiles, 70% were talking exclusively about SAMSUNG, where as only 24% were talking about SONY.

6% were talking about both the brands.

24% This shows that SONY like any other consumer electronics brand has full 6% potential to reach out to the remaining population to talk about their brand and SONY BOTH SAMSUNG convert people into loyal brand ambassadors.

Graph of percentage of unique Twitter profiles talking about Brands.

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What are the demographics of these people?

Demographics of profiles talking about SONY

Age Distribution Gender Distribution 92% 85%

15% 8% 0% 0%

13-25 26-35 36-45 45+

Top Countries Profile of Blogs

Around 48% of blogs, discussion forums United States 10% and news sites mentioning the brand have Japan 7% a Google Page rank between 4 and 6. UK 6% Indonesia 5% China 2% Russia 2% India 2% Colombia 2% Spain 1% Netherlands 1%

Others 62%

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Summary Following are the key takeaways from the social media analysis of SONY and SAMSUNG.

. General Industry buzz of Consumer Electronics Brands is much higher with an average of 24K mentions per day.

. People usually share their reviews and experiences with the products. Also provide information to prospective customers.

. SAMSUNG has 60% more conversations than SONY, which depicts the struggling brands.

. In terms of Benchmarking, SONY is way below SAMSUNG and closely associated with NOKIA.

. The analysis shows price sensitive audiences who are actively seeking out information for their new devices and keenly following the trends in the new product launches and price drops.

About Simplify360

Simplify360 enables organizations to effectively implement social media concepts in to core business functions. Powered by Simplify360 AnalyticsTM, it extends a sophisticated and user-friendly environment to realize value via actionable intelligence. To know more about Simplify360 visit: www.simplify360.com

Simplify360 Social Media Management Copyrights 2012 Simplify360 Application for Social Business www.simplify360.com

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Simplify360 Social Media Management Copyrights 2012 Simplify360 Application for Social Business www.simplify360.com