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Year end assessment of Smart Phone customers perceptions

With Black Friday and Cyber Monday behind us this year, it is the time to assess how customers felt about their smart phones experiences.
This analysis will be updated first week of January for complete 2010 roundup.

Firstly we look at the market segmented by the OS family:


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Android, Blackberry, Apple, Win Mobile and Palm OS to measure
1.8
overall customer satisfaction (CSI).
1.6

1.4 The chart on the left shows that Average Customer Satisfaction
1.2 (diamond sign) of Blackberry OS users is higher than any other
1 OS’s and is above customers’ expectations. Horizontal black line
0.8 inside grey boxes is a Median value of Customer Satisfaction index
0.6 that shows Android, Apple and Blackberry smart phones in a dead
0.4 heat.
0.2
The size of grey boxes represents distribution of opinions. Apple
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Android Apple OS Blackberry Palm OS Win Mobile
OS is a clear leader in terms of consistency of their user
OS experience; however it is worth of a note that only 2 Apple models
have been measured for this study compared to 16 Android and
18 Blackberry phones. Win Mobile is a laggard, closely followed
by Palm OS with average CSI score that indicates customer disappointment. Most reviews analyzed for this study are expressing opinions
that precede Win 7 version of the Mobile OS and it would be interesting to see whether the new version will meet better the customer
expectations. At this time we could not yet aggregate statistically representative number of Maemo customer reviews to produce meaningful
metrics.

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1.8
The chart on the right illustrates customer satisfaction with smart
1.6
phone brands. Here we can see that Samsung significantly
outperforms the other brands. Blackberry is the only other brand 1.4

that on average exceeds their customers’ expectations while Apple 1.2

and Motorola provide nearly satisfactory experience. LG disappoints 1


their customers most, with Palm and HTC close behind. Further 0.8
analysis uncovers that while all brands seem to exceed their 0.6
customer’s expectations with functionality of their smart phones, 0.4
most disappoint them with their reliability and support.
0.2

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Apple Blackberry HTC LG Motorola Palm/HP Samsung

Customer Satisfaction Index


1.60 We selected five brands that have higher median customer
satisfaction scores – Samsung, Blackberry, Apple, Motorola and
1.40 Samsung Captivate Score
HTC to compare their models that scored at the top of their
1.20 BlackBerry Torch Score brands. These phones are Samsung Captivate, Blackberry Torch,
1.00 iPhone 4 Score Apple iPhone4, Motorola Droid X and HTC Droid Incredible.
Motorola Droid X Score
0.80 It is not surprising to see iPhone4 on the bottom of Customer
HTC Droid Incredible Score
0.60 Satisfaction ratings if you consider the expectations raised by the
Apple, extremely enthusiastic and opinionated funs and the PR
0.40
exposure this product has raised – it is very difficult, if not
0.20 impossible to live to such expectations, and it shows here.
0.00
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It is useful to focus on specific attributes of experience with these phones


as they are described by their customers and measure how these Reliability Samsung
Captivate Score
experiences differ from their expectations. Infamous issue with the 1.60 BlackBerry Torch
iPhone4 antenna has created a relatively strong “signal” in customer 1.40 Score
reviews and has affected negatively its Reliability rating. The rest of the iPhone 4 Score
1.20
phones either exceeded their customers’ expectations, like the Torch and
1.00 Motorola Droid X
the Captivate, who described them as “durable” and “working flawlessly”, Score
0.80
or satisfied them like the Droids. The iPhone4 users frequently report HTC Droid
“AT&T sim chip failures”, “The iPhone 4 [is not stable] as it frequently makes an 0.60 Incredible Score
audible "death rattle" noise” and “just died” experiences. Many iPhone4 customers 0.40
blame AT&T rather than Apple, but the Torch is also available now only on AT&T 0.20
network and their users do not report the same problems. 0.00

Customer Support Customer Support is another measurement that directly affects


customer satisfaction and it includes support experiences from
1.20
Samsung Captivate Score retailers, carriers and phones manufacturers. Closer look reveals
1.00 that most negative remarks (over 60%) are in reference to the
BlackBerry Torch Score experiences with carriers Customer Service organizations. While
0.80 iPhone 4 Score Blackberry Torch and Samsung Captivate customers report about
positive or satisfactory experience, Motorola Droid X, HTC Droid
0.60 Motorola Droid X Score
and Apple iPhone4 customers are disappointed to a various degree.
HTC Droid Incredible
0.40
Score

0.20

0.00
©Amplified Analytics Inc. 415-742-2580
206 Water Street, Pt. Richmond, CA 94801 info@amplifiedanalytics.com
www.amplifiedanalytics.com

The detailed view of the attributes comparison reveals the following:

 all of these smart phones satisfy or delight their customers with Battery Life, except HTC Droid Incredible that came short of their
customers’ expectations – “terribly short battery life”;
 Motorola Droid X got negative score for Camera & Video experience because some of their customers had expectations of the front
end camera functionality that did not
2.00 materialized;
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 All these phones delighted their
customers with their Usability, Games
1.60 Experience, Screen Quality and Touch
Screen experience;
1.40
 Samsung Captivate, Blackberry
1.20 Torch and HTC Droid Incredible
disappointed their customers who report
1.00 Samsung Captivate Score
frequent Freeze problems;
BlackBerry Torch Score
0.80  It appears that the customers
iPhone 4 Score desire slimmer headset design without
0.60 Motorola Droid X Score sacrificing the screen size. Only Motorola
HTC Droid Incredible Score Droid X avoided “bulky” characterization
0.40
by their customers;
0.20  Apple and HTC customers
expressed disappointments with
0.00
Reception Quality of their calls;
 Samsung delighted their
customers most with Price/Value of
their purchase.

©Amplified Analytics Inc. 415-742-2580


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

Product Attributes Comparison Dashboard


Samsung Captivate BlackBerry Torch iPhone4 Motorola Droid X HTC Droid Incredible
Score Opinions Score Opinions Score Opinions Score Opinions Score Opinions
Negative Positive Negative Positive Negative Positive Negative Positive Negative Positive
Reliability 1.28 39% 61% 1.39 32% 68% 0.91 58% 42% 0.98 59% 41% 1.01 54% 46%
Battery Life 1.01 49% 51% 1.18 36% 64% 1.23 24% 76% 1.03 48% 52% 0.57 93% 7%
Camera & Video 1.65 0% 100% 1.66 0% 100% 1.64 0% 100% 0.36 100% 0% 1.52 0% 100%
Usability 1.61 14% 86% 1.65 10% 90% 1.68 11% 89% 1.62 17% 83% 1.77 4% 96%
Keyboard 1.12 25% 75% 1.19 15% 85% 0.94 57% 43% 1.30 0% 100% 1.03 50% 50%
Games experience 1.78 2% 98% 1.73 0% 100% 1.58 13% 88% 1.11 25% 175% 1.06 0% 100%
Screen quality 1.44 0% 100% 1.38 17% 83% 1.54 4% 96% 1.38 0% 100% 1.58 5% 95%
Touch Screen 1.15 0% 100% 1.25 16% 84% 1.30 0% 100% 1.27 17% 83% 1.21 26% 74%
Freeze 0.53 100% 0% 0.58 97% 3% 1.00 0% 0% 1.00 0% 100% 0.80 100% 0%
Bulky 0.69 100% 0% 0.46 100% 0% 0.73 100% 0% 1.02 13% 88% 0.92 100% 0%
Browser 1.00 50% 50% 1.22 24% 76% 1.18 0% 100% 1.51 0% 100% 1.20 14% 86%
Customer Support 1.01 48% 52% 1.10 38% 63% 0.61 83% 17% 0.91 68% 32% 0.90 62% 38%
OS Software 1.15 0% 100% 1.01 17% 83% 1.17 32% 68% 1.36 0% 100% 1.20 0% 100%
Antenna 1.00 50% 50% 1.00 50% 50% 0.66 96% 4% 1.00 50% 50% 0.88 100% 0%
Reception quality 1.11 25% 75% 1.37 17% 83% 0.91 64% 36% 1.43 10% 90% 0.92 59% 41%
Price/Value 1.56 9% 91% 1.10 43% 57% 0.84 84% 16% 0.92 71% 29% 1.01 55% 45%

Analysis Methodology: For this study we aggregated consumer-generated reviews published through December 5, 2010 on multiple
popular public sites. This data was analyzed with our proprietary Opinion Miner® software. The complete data set of competitive
products, services and brands selected by Amplified Analytics’ customers is collected, monitored for updates, processed and analyzed
through a paid arrangement. Source Data and attributes analysis for each model is available by request at info@amplifiedanalytics.com

©Amplified Analytics Inc. 415-742-2580


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

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