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 debate of Mobile World Congress is now available - here is a summary of the findings:
- Despite sizeable announcements from Nokia over the past three days, Samsung drove the debate. Attention was focused on the Galaxy Tab 2 as its specs were officially announced and it was deemed “a serious iPad contender”. It was revealed it would be exclusively available from Vodafone in the UK.
- Nokia followed Samsung in terms of prominence and Windows Phone was a key driver of the debate for the company.
- News that Nokia would make WP7 its primary OS for future handsets spread online as commentators questioned what Nokia’s input into the development of the OS would mean for other WP7 handset providers.
- A statement from Stephen Elop that Nokia would be receiving billions from Microsoft encouraged rumours that he was sent by Microsoft as a Trojan horse to infiltrate Nokia. He was quick to defend his name during Nokia’s MWC press conferences when questions of conspiracy arose.
- Sony Ericsson ranked third among the brands for discussion over the past three days. The Xperia Play was the key driver of debate but was overshadowed by other devices on its launch day. This was surprising given the overwhelming interest in the handset in the lead up to the event and the company’s previous dominance in the discussion.
- Discussion of MWC hit its highest point since tracking began as the MWC press conference got underway; drawing unprecedented interest for a Sunday.
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 – 13th Feb 2011.