Who Watches the Watchers? Analysis of Embedded Vision Adoption in Consumer Electronics

Who Watches The Watchers?

Consumer Perceptions of Embedded Vision Features in Consumer Electronics

Dr. John Feland, CEO

© 2013 Argus Insights, Inc. Confidential: Do Not Distribute

Quis Custodiet Ipsos Custodes

Fears shaped by 1984 and concerns of the Surveillance State not trusting citizens

Reality defined by concerns of citizens not trusting each other


Quis Custodiet Ipsos Custodes

More recently…


Does Anyone Really Care?


A Bit About Our Methods – More Little Sister than Big Brother

COLLECTSocial media &

other unstructured consumer responses

REPORTWeb based SaaS Reporting Tool

with PowerPoint Ready Graphics

ANALYZEBest-in-Class Quantitative

and Qualitative Analytics


Yes Virginia, It’s Predictive of Consumer Adoption

$- $500,000,000

$1,000,000,000 $1,500,000,000 $2,000,000,000 $2,500,000,000 $3,000,000,000 $3,500,000,000 $4,000,000,000 $4,500,000,000

Comparing NPD Actual Tablet Sales to Argus Insights Predictions$ NPD Sold Actual

Predicted Using Argus Insights Metrics

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Copyright © 2013 Argus Insights, Inc.


Experience Equity Tracking – Stock Chart for UX

• Monitor Buzz and Delight for your customers products and the competition

• Identify market disruptions• Instantly compare responses

across the entire competitive landscape

• Measure the market impact of– Competitive product launches– Firmware updates– Marketing campaigns

• Find out why these disruptions are happening using our integrated qualitative analysis

Del

ight

Bubble area represents

periodic Buzz Volume

Bubble area represents

periodic Buzz Volume

Del

ight


Poached Egg Model of Innovation: Rolf Faste

• New matters more than Good/Bad

• Market decides where to move

• Argus Insights Measures that market dynamic


Where do we look for evidence of adoption?

What can we learn from Smartphones?


Benchmarking Eye Tracking Enabled Handsets

LG Optimus G Pro is delighting a niche market

Galaxy S4 finally recovering after a

rough launch


Sparse mentions of Eye Tracking in Consumer Reviews

• Of 2242 consumer reviews, only 104 mention eye tracking• Of those 60% are negative, impacting adoption

“[bought for] features it supposedly has like eye tracking and the camera featurs BUT NOTHING WORKS RIGHT!!!!!!! all the features are fake and dont work like they should!!!!”“The head and eye tracking is very twitchy but not really needed anyway”“The eye scrolling feature doesn't track me because either I wear glasses or the clear screen cover interferes with the sensors.”

“Eye scroll comes in handy anytime you're working on your computer and have to look at your phone at the same time.”“cool sci-fi like eye tracking technology. I use it every day, I was on lunch eating my food and my hands were sticky but I controlled the web browsing switching between tabs, scrolling up and down all without touching the screen”


Complaints along two vectors- Performance and Battery

“The eye scroll is too erratic as it goes very fast then stops then goes back up. The face recognition is also dumb as it takes way too long and the exact same lighting to recognize ( even with multiple pics stored) then unlock the screen so I disabled it.”

“I bought this phone because of the Gesturing and Eye tracking. However I found them difficult to use. Also they drained my battery within hours, (even when idle) and my phone got kinda hot. I turned those features back off, and my battery went to normal expectancy (about a days use per charge).”


12/13/2012 2/16/2013 4/1/2013 5/7/2013 6/12/20130

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Apple BlackberryHTC LG NokiaSamsung

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Eye Scrolling was a Key Feature for Galaxy S4

• Social Media buzz shows how much Samsung pushed feature in advertising campaigns

• Little mentions from actual consumers anticipating features• Analysis of Consumer Reviews tell a similar story

Most all buzz came from press releases, not consumer interest

LG buzz due to IP conflicts on eye tracking

Samsung Social Campaign, “what do you love about Galaxy S4?”


But what about privacy concerns?

• Within over 2200 consumer reviews, zero mention of privacy concerns for the Galaxy S IV

• Love or hate the handset, Consumers were not concerned with privacy

• An analysis of tweets adds to the story


Privacy and Spying discussions from Social

12/13/2012 1/2/2013 1/22/2013 2/10/2013 2/27/2013 3/15/2013 4/5/2013 4/26/2013 5/17/2013 6/5/2013 6/21/2013 7/8/20130

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Privacy Related Mentions from Mobile Twitter Streams

Apple BlackberryHTC LG Motorola NokiaSamsung

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12/13/2012 1/2/2013 1/22/2013 2/10/2013 2/27/2013 3/15/2013 4/5/2013 4/26/2013 5/17/2013 6/5/2013 6/21/2013 7/8/20130

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Privacy Related Mentions from Mobile Twitter Streams (without HTC)

Apple BlackberryLG Motorola NokiaSamsung

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HTC Settles with US FTC over Privacy Issues on millions of handsets

Security hole in Samsung Smart TV allows video spying

New Moto X phone will always

be listening to enable voice commands

Android App Spam to enable spying on

mobile users, nannycam style


Kano Model of Needs – Where does Embedded Vision Fit?

Delighters

Linear

Satisfi

ers

Must Haves

Ideal Path of Features

Performance

Satis

facti

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Games are watching consumers at play


Vision-based systems outperform Accelerometer systems

Playstation Move seen as better motion controller initially

Kinect wins holiday 2012

Wii U waits for Zelda…


Across platforms, few mentions of privacy concerns

• Only 7 mentions of 2356 gaming reviews• Vision complaints from Microsoft Kinect Customers• Malware/Spyware complaints from Sony PlayStation

Customers

“I think it's creepy. with all of those cameras and such- who knows when Microsoft is spying on us for "advertising" purposes?”“and maybe [the Kinect is] the ultimate spyware to date?”


How to drive adoption of Embedded Vision

Esteem

Love/Belonging

Safety/Security

Physiological

Self Actualization

Maslow’s Hierarchy of Needs Feland’s Hierarchy of Features

Compelling Experience

Performance/Consistency

Efficient Resources

Privacy

Security

Whe

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Ado

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Vulnerable Foundation Elements


How to avoid the Three Mile Island of Embedded Vision?


Mis Education of Consumers – Laptop Webcams


Boiling the Frog, Facebook’s Privacy Default Swaps bio = "Love sports of all kinds."; birthday = "01/01/1980"; "favorite_athletes" = ( { id = 20242388857; name = "Usain Bolt"; } ); "first_name" = Chris; hometown = { id = 106033362761104; name = "Campbell, California"; }; id = 100003086810435; languages = ( { id = 108106272550772; name = French; }, { id = 312525296370; name = Spanish; } ); "last_name" = Colm; link = "https://www.facebook.com/chris.colm"; locale = "en_US"; location = { id = 104048449631599; name = "Menlo Park, California"; }; "middle_name" = Abe; name = "Chris Abe Colm"; timezone = "-7"; "updated_time" = "2012-08-09T03:33:32+0000"; username = "chris.colm"; verified = 1;


Key Takeaways

• Embedded Vision solutions have to score the hat trick– Compelling – Consistent Performance– Private and Secure

• Educate Consumers before they Mis-Educate themselves

• Don’t Be Facebook


Questions?

Sign up for a free copy of the weekly Peek™ Report for Smartphoneshttp://www.argusinsights.com/embedded-vision/free_report.htmlOr just email me at [email protected]

Who Watches the Watchers? Analysis of Embedded Vision Adoption in Consumer Electronics

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Transcript of Who Watches the Watchers? Analysis of Embedded Vision Adoption in Consumer Electronics