Ross Rubin's Presentation

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


Consumers Competition

Capabilities

Topics


Consumers


Carrier demographics vary significantly

Source: The NPD Group / Consuner Data Tracker / Mobile Phone Track


Smartphones have become affordable, but data is still expensive



Not all smartphones have the same demographic appeal



Competition


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


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


Carriers still dominate handset distribution



Capabilities


Handsets have become capable 4G-ready media platforms



Advent of HTML 5 opening up new development opportunities



Ultimately, the handset will be as useful for avoiding communication as it is for facilitating it.

The future phone


About us About the environment

To become useful assistants, handsets will need to know


Smartphones are driving the horsepower



From siloed repositories to anticipatory assistants

Telenav OnMyWay

2010

Palm Synergy

2009

Newton Intelligence

1993


GPS/Hotspot databases Accelerometers

Gyroscopes Proximity Sensors

Light Sensors Compasses Cameras

Handsets are increasingly context-aware


Location-aware handsets provide context



Focus on the WAN, but much intelligence comes from LAN, PAN

zzzzzd

4G

Wi-Fi

Bluetooth

Zigbee


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)


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


Thanks and Q&A. Web: npdgroupblog.com

Twitter: @rossrubin

Ross Rubin's Presentation

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