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Word of Mouth (WOM) Analysis

Customers’ perception
RIM Blackberry Torch 9800 vs Apple iPhone 4-32GB
Source Data:
 Social Media - customer generated content found on Amazon.com, WirelessAT&T.com, Cnet.com,
Newegg.com and other such sites.

Methodology:
 Only customer’s generated content is analyzed. Consumers’ opinions, without ownership reference,
are not part of this analysis. The customer generated content is located, authenticated, de-duped
and aggregated for the analysis
 The content of the customer reviews is processed by Opinion Miner© software to tag attributes of
the discussed products.
 The sentiments associated with tagged attributes are quantified for subsequent comparison.
 The findings are organized to facilitate discovery of customer insights that help to understand why
customers selected to purchase this product or passed it up for a competitor.

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206 Water Street, Pt. Richmond, CA 94801 info@amplifiedanalytics.com
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Summary

 Customers of BB Torch are more satisfied with its Reliability (1.39). It exceeded their expectations by
39%. The customers of the iPhone 4 are universally disappointed with their reliability experiences
(0.91).
 Apple iPhone 4 Battery life (1.17) exceeded expectations of its customers by 17%, while the Torch
Battery life (1.07) exceeded expectations of its customers only by 7%.
 86% of BB Torch customers, who commented on Operating System, have expressed disappointment
attributing “freeze” experiences, “software bugs” and “broken software features to the OS.
 Keyboard of the BB Torch exceeded their customers’ expectations (1.19) as they commented about
“intuitive”, “easy to use” and “easy to learn” experiences. While the iPhone does not have a physical
keyboard, a small number customer reviews (2%) rated its absence as a negative experience (0.94).
 Customer Support is the weakest point of iPhone 4 customer experiences (0.61) that is reported by
31% of reviewers. The Torch customers experienced Support above their expectations (1.10).
 The size of the BB Torch drew some very negative comments from its customers as 9% of the
reviewers described it as “bulky”.
 Customer Satisfaction Index (aggregate) indicates that the most Torch customers are delighted with
their decision (1.43), while the iPhone customers are slightly disappointed (.98) with theirs.

©Amplified Analytics Inc. 415-742-2580

206 Water Street, Pt. Richmond, CA 94801 info@amplifiedanalytics.com
 www.amplifiedanalytics.com

Product Attributes Dashboard

BlackBerry Torch iPhone 4

Score Opinions Score Opinions
Negative Positive Negative Positive
Reliability 1.39 32% 68% 0.91 58% 42%
Battery Life 1.07 44% 56% 1.17 32% 68%
Camera & Video 1.62 1% 99% 1.36 0% 100%
Usability 1.65 10% 90% 1.68 11% 89%
Keyboard 1.19 15% 85% 0.94 57% 43%
Games experience 1.79 0% 100% 1.58 13% 88%
Screen quality 1.10 36% 64% 1.44 3% 97%
Touch Screen 1.25 16% 84% 1.32 14% 86%
Freeze 0.58 97% 3% 2.00 0% 100%
Bulky 0.46 100% 0% 1.31 22% 78%
Browser 1.22 24% 76% 1.20 60% 40%
Customer Support 1.10 38% 63% 0.61 83% 17%
OS & Software 0.84 86% 14% 1.17 32% 68%
Antenna 1.00 50% 50% 0.66 96% 4%
Reception quality 1.00 50% 50% 0.91 64% 36%
CSI 1.43 0.98

©Amplified Analytics Inc. 415-742-2580

206 Water Street, Pt. Richmond, CA 94801 info@amplifiedanalytics.com
 www.amplifiedanalytics.com

Product Attributes Chart

Reception quality

OS & Software

Browser

Freeze
iPhone 4 Score
Screen quality BlackBerry Torch Score
Keyboard

Camera & Video

Reliability

0.00 0.50 1.00 1.50 2.00 2.50

This analysis is produced using Opinion Miner© software.

Analysis Methodology: For this presentation we aggregated sentiments from a statistically representative subset of consumer generated
reviews as of November, 2010 published on multiple popular public sites. The complete data set of competitive products, services and
brands selected by Amplified Analytics’ customers would be collected, monitored for updates, processed and analyzed for a paid
engagement.

Source Data is accessible by request at info@amplifiedanalytics.com.

©Amplified Analytics Inc. 415-742-2580
206 Water Street, Pt. Richmond, CA 94801 info@amplifiedanalytics.com