Following on from our analysis of the global English debate of Mobile World Congress, we have distilled the four key aspects which proved successful in drawing attention in the debate:
1. Timing
- Interest peaked on the first day of the event and quickly tailed off in subsequent days proving that timing is essential: too early and the message becomes old news by the time the event arrives; too late and it could be side-lined as other messages have taken hold. HTC, LG and Nokia timed their announcements well, allowing them to capitalise on interest during the event.
2. Differentiation
- New technology and points of differentiation attract attention. LG demonstrated this point with the 3D technology incorporated in the Optimus 3D and Optimus Tab. HTC also benefitted from differentiation in driving interest in the Flyer, which was the only tablet to feature note-taking functionality.
3. Mystery
- Some handsets maintained interest over a sustained period of time; namely through creating a mysterious aura about the product. Samsung did this effectively with the Galaxy S II. Samsung spread outline images and sneaky hints of the product, but refused to reveal all until the event, which kept people wanting more.
4. Leaks
- MWC 2011 proved that the marketing efforts of the largest scale don’t necessarily guarantee a proportional slice of attention. Sony Ericsson suffered from this; its Xperia Play had a larger share of attention before its advert was aired at prime time during the Super Bowl.
- Low-key, seemingly unofficial leaks sparked discussion and spread quickly as the audience was interested in being the first to relay the news. This technique was particularly effective in the lead up to the event.
As before, if you would like to receive a copy of this report, please contact me; Sophie Hill [sophie.hill@onalytica.com]. If you have a general interest in the event and analysis relating to it, or want to know how we help companies interpret and understand the discussion around industries, brands, themes and issues then please contact us on 0207 407 7642. You can also subscribe to this RSS feed where we will be posting some of the findings.
*This report was produced using data analysed from the period 1st Oct 2010 – 28th Feb 2011.
Our latest report covering analysis on the debate of Mobile World Congress is now available - here is a summary of the findings:
- Google was the most-discussed company and held a sizeable share of the debate in relation to MWC throughout the timeframe.
- Samsung was the most-discussed company among influential stakeholders. The Galaxy S II and Galaxy Tab were the main drivers of attention.
- HTC, LG, Sony Ericsson and Nokia all benefitted from increased attention among influential stakeholders.
- Apple’s products fared well within the handset and tablet debate as they generated the highest volumes of coverage. That said, they appeared in a high proportion of collateral mentions as they were referred to as benchmark products.
- Android dominated the phone operating system (OS) debate.
- Discussion of MWC began to build in Jan, coming to a peak on the first day of the event. There was a small dip in interest on the second day and by the third day influential stakeholders had lost a significant amount of interest in the event.
- Engadget (engadget.com) was the most influential stakeholder and held the number one spot throughout the period, while other stakeholders moved around in the ranking. The debate was dominated by technology media sites during the end of 2010 as technology and gadget enthusiasts drove the debate. Into Jan and Feb the debate became much more mainstream as official announcements drew wider appeal.
As before, if you would like to receive a copy of this report, please contact me; Sophie Hill [sophie.hill@onalytica.com]. If you have a general interest in the event and analysis relating to it, or want to know how we help companies interpret and understand the discussion around industries, brands, themes and issues then please contact us on 0207 407 7642. You can also subscribe to this RSS feed where we will be posting some of the findings.
*This report was produced using data analysed from the period 1st Oct 2010 – 28th Feb 2011.
Our latest report covering analysis on the debate of Mobile World Congress is now available - here is a summary of the findings:
- Microsoft took the spotlight on 14th Feb as Steve Ballmer’s opening keynote had commentators talking about the new features and functionalities of WP7, with a focus on multitasking, Twitter integration and IE9.
- 3D technology returned to the fore, driven by LG’s Optimus Pad and Optimus 3D. The tablet elicited some negative feedback as consumers were unimpressed with the tablet’s anaglyph display and need for stereoscopic glasses.
- The Xperia Play remained prominent for Sony Ericsson as the handset was reviewed online. It’s main shortcoming came in the form of news that it would not be compatible with the PlayStation Store. This drove consumers to question why they would have to re-purchase their games in order to play them on the handset.
- MeeGo garnered attention following Intel’s demo of the new user interface for tablets and Fujitsu’s launch of its MeeGo-based netbook. Not all the attention was positive, however, as some commentators remarked they were left unsurprised that Nokia had moved over to WP7.
- Elsewhere, discussion of RIM and BlackBerry was boosted by interest in the BlackBerry Travel app and news that there would be two new PlayBook models launched later in the year. Commentators were particularly interested in rumours that the new models would have Android app integration.
- The first day of MWC marked the highest volume of discussion since tracking began.
As before, if you would like to receive a copy of this report, please contact me; Sophie Hill [sophie.hill@onalytica.com]. If you have a general interest in the event and analysis relating to it, or want to know how we help companies interpret and understand the discussion around industries, brands, themes and issues then please contact us on 0207 407 7642. You can also subscribe to this RSS feed where we will be posting some of the findings.
*This report was produced using data analysed from the period 27th Sep 2010 – 14th Feb 2011.
Our latest report covering analysis on the talk of Mobile World Congress is now available - here is a summary of the findings:
- New software and a new tablet were key drivers of the debate on the 8th Feb:
- Myriad Group’s Alien Dalvik software came to the forefront of discussion as news spread that it would feature at MWC and launch later this year for MeeGo-based devices.
- Images of Huawei’s IDEOS S7 Slim tablet sparked excitement online.
- Closely following Myriad Group and Huawei in terms of attention was LG. Teaser videos for the companies two new 3D devices were discussed:
- A clip of the Optimus 3D handset, displaying its dual-lens camera was picked up by some influential stakeholders and spread quickly online.
- The video of the G-Slate (Optimus Pad) was not so hotly discussed as its anaglyphic system, presenting two images – one in blue and one in red – and requiring the user to sport glasses in order to obtain the 3D effect, was described as “basic”: androidcommunity.com.
- Despite fast approaching the launch of the event, debate so far in Feb has been lower than it was during the second half of Jan. That said, Monday 7th Feb marked the Monday with the most discussion since tracking began. Tuesday 8th Feb, however saw less debate than was seen last Tuesday.
As before, if you would like to receive a copy of this report, please contact me; Sophie Hill [sophie.hill@onalytica.com]. If you have a general interest in the event and analysis relating to it, or want to know how we help companies interpret and understand the discussion around industries, brands, themes and issues then please contact us on 0207 407 7642. You can also subscribe to this RSS feed where we will be posting some of the findings.
*This report was produced using data analysed from the period 27th Sep 2010 – 8th Feb 2011.