Mobile Phone Industry Report July 2013

A Social Media Report on the

MOBILE PHONE industry in the Philippines

July 2013 Author: Robin Leonard

2 Copyright © 2013 AllFamous Inc.

EXECUTIVE SUMMARY Using Radian6 we scanned over 300,000 menJons on TwiKer to beKer understand what the Filipino public think about the mobile phone market across the month of July. iPhone dominated Share of Voice as both a brand (40%) and specific handset (77%). Blackberry had the most emoJon amongst all social media menJons, either posiJvely (13.5%) or negaJvely (4.6%). This indicates a greater % of people are either highly loyal to Blackberry, or dislike Blackberry, compared to other brands. The most posiJvely talked about phone is the Samsung Note II, of which 25% of all menJons were posiJve, and only 0.5% negaJve. A variety of The phone that enjoyed the most intent to buy menJons was the Blackberry Curve, this may be due to discount/quick sale prices of feature phones in the market, as smart phone prices conJnue to reduce. iPhone Men)ons Most of the menJon volume for iPhones was due to a game that auto tweets achievements, there was also a peak during pay days, indicaJng that people are making in-‐game purchases and becoming more acJve during these Jmes. Samsung Men)ons There was a Globe GCASH promoJon on 18 July that saw an increase in menJons by 350%.

METHODOLOGY We used Radian6 which is an enterprise grade social listening, analyJcs and engagement plaeorm to perform this research. Our approach was to setup several Topic Profiles (keyword structures) around the Mobile Phone industry within the Philippines. IniJally we scanned for the top 7 most menJoned Mobile Phone Brands. Afer a basic scan on these brands, including volume, senJment, frequency, and language, we focused

Category Brand

Most Talked About Brand

Most Posi)ve Brand

Most Nega)ve Brand

Most Talked About Phone

Most Posi)ve Phone

Most Wanted Phone

Most Amused Users

Angriest Users

Happiest Users

on the top three brands and performed a deep dive study on each to find out how they compare in terms of handsets, mobile networks, common issues, emoJons, operaJng systems and buying intent. The senJment is calculated using the default Radian6 senJment algorithm. This is not capable of understanding Tagalog, so the senJment is indicaJve only. Other types of analysis (e.g.) emoJon, has been formulated using various related keywords that would define an emoJon.

Blackberry Men)ons There was one spike caused by the SwapnSwitch promoJon on July 16. This caused 1,500 menJons in one day, 3x the average daily volume for the month.


INTRODUCTION Social media empowers the public to have their say on brands they buy from, or have an experience with. Using Radian6 we scanned over 300,000 social menJons over the last 30 days to understand what people are saying about mobile phones for the following topics: •  Mobile Phone brands •  Mobile Handsets •  Preferred Networks •  Common Phone Issues •  Mobile OperaJng Systems •  Mobile Phone Buying Intent

TOP 7 MenJoned Mobile Brands Out of the top seven most talked about mobile phone brands, iPhone had the majority Share of Voice with 40% of all menJons including “iPhone”. Second most talked about brand is Samsung with 32% then Blackberry with 15%. There were 16% more menJons in July, compared to June 2013. Blackberry had both the most posiJve (13%), and the most negaJve (5%) menJons. This indicates that people are either passionately for or against the product, than neutral, compared to other brands. The second most posiJvely talked about brand was MyPhone (11%), then Samsung and iPhone drawn in third place with 9%. The average person that menJoned a phone brand, menJoned the same brand 2.2 Jmes in the last 30 days. Samsung had the most engaged audience who tweeted an average of 2.9 Jmes per person. Overall 74% of all menJons were in English, and 17% in Tagalog. The remainder foreign languages. English was spoken mostly when Nokia was being talked about (82%), then HTC (81%) and Samsung (80%). Tagalog was spoken mostly when MyPhone was menJoned (28%), then Blackberry (21%) then Cherry Mobile (21%).

Most Men)oned Phone Brands

Top 7 Most Posi)vely Talked About Brands

Top 7 Most Nega)vely Talked About Brands

Brand Posi)ve Nega)ve

Hotel Men)ons Share of Voice Sen)ment

44,744

40.08%

9.15% (+ve) 4.10% (-‐ve)

35,920

32.18%

13.87% (+ve) 2.15% (-‐ve)

17,150

15.36%

13.46% (+ve) 4.61% (-‐ve)


FOCUS STUDY OF THE TOP 3 BRANDS Because there were a lot of results, the remainder of this report will focus on the top 3 mobile brands, based on menJon volume. This is iPhone (44,744), Samsung (35,920) and Blackberry (17,150).

Marriot

We compared how posiJvely or negaJvely different networks were talked about in the context of the top 3 mobile phone brands. The most posiJvely talked about network for Blackberry is Globe, and most least favored is Smart. iPhone both praised and complained about Smart the most. Samsung menJons favored Sun, and were most negaJve toward Smart. Smart was the most negaJvely talked about network in the context of the top 3 mobile brands.

40%

32%

15%

13.40%(+ve) 4.11%(-ve)

12.82%(+ve) 4.27%(-ve)

28.57%(+ve) 2.53%(-ve)

Most Preferred Network by Brand

”


MOST TALKED ABOUT HANDSET The most talked about handset is the iPhone, which dominated with 69% Share of Voice, against other handsets within the top three brands Apple, Samsung and Blackberry. Samsung Galaxy was the third most menJoned handset followed by Samsung Galaxy S4, then Note 2, then S3. It is likely that Samsung Galaxy menJons are not mutually exclusive.

MOST LIKED HANDSET The most posiJvely talked about handset was the Samsung Galaxy Note II (25%). The second most posiJvely talked about handset is the Samsung Galaxy S4 (24%) then Blackberry Z10 (15%). The most negaJvely talked about handset is the Samsung Galaxy SIII (4.2%), then the iPhone (4.1%), then Blackberry Z10 (3.7%).

HANDSET INTENT TO BUY Blackberry Curve had the highest % of people talking about buying or selling, compared to the total number of menJons, second being Blackberry Bold. The increased sales/buy acJvity of these two feature phones may be due to the recent proliferaJon of smart phones in the market, and the increased volume of old “feature phone” stock being sold at discounted prices.

iPhone

Galaxy

S4

The most talked about handset is the iPhone “ ”

The most posi3vely talked about handset was the Samsung Galaxy Note II “ ”

Blackberry Curve

Blackberry Bold

Samsung S3

Blackberry Z10

Samsung Galaxy

iPhone

Samsung Note II

Samsung S4 Increased volume of old “feature phone” stock being sold at discount “ ”

Brand Good Bad


MOST COMMON PHONE ISSUES MenJons of all phones showed that baKery life was more talked about than any other common phone issue. Blackberry had the worst raJo of baKery related menJons (2.2% of all menJons are baKery related), iPhone had (0.8%) and Samsung was the lowest with 0.5%. iPhone had the best least menJons of signal problems and Blackberry had no reports of broken or cracked screens.

EMOTIONS AND BRANDS This analysis looks at the different emoJons associated with the menJons of each brand. The most amused commenters were Blackberry with 80.7% of all emoJon related menJons. The highest % of angry menJons related to iPhone (1.7%), and the most annoyed were Blackberry (1.6%). The saddest raJo of menJons were for Blackberry (3.9%). The happiest menJons were for Samsung (16.2%) and the most romanJc were Blackberry (1.2%). NOTE: The % is the raJo of menJons with a parJcular emoJon, to all emoJon related menJons.

BaCery life is more talked about than any other issue “ ”

The highest % of angry men3ons related to iPhone “ ”

0% 2.2%

0.8%

0.5%

0.02%

0.01%

Emo)on iPhone Samsung Blackberry

Amused 77.7% 77.2% 80.7%

Angry 1.7% 1.6% 0.9%

Annoyed 1.3% 1% 1.6%

Happy 15.5% 16.2% 11.7%

Sad 3% 3.1% 3.9%

RomanJc 0.8% 0.9% 1.2%

Amused Blackberry Word Cloud

The happiest men3ons were for Samsung “ ”

Angry iPhone

Word Cloud


IPHONE TREND ANALYSIS There are two spikes in the menJon of iPhone, both seeming to coincide on pay day (for bi-‐monthly paid staff). Key causes for both these spikes are an increased level of acJvity in iPhone games that auto tweet for game achievements. There were also several viral tweets (funny quotes) that went viral. On July 16 there was a trending story about a Chinese woman that died from her charging iPhone.

SAMSUNG TREND ANALYSIS On July 18, a promoJon was launched with Globe GCASH where subscribers can win up to 1 million pesos, as well as prizes of Samsung Galaxy S4 and other Samsung mobiles. This promoJon increased average daily tweets by 350%.

BLACKBERRY TREND ANALYSIS On July 16 Blackberry announced a “SwapnSwitch” promoJon where customers were encouraged to take their phones to specific locaJons and swap them for new models. This caused a one day spike of over 1,500 menJons, 3x the volume they would normally see.

The GCASH promo3on increased average daily

tweets by 350% “ ”

On July 16 Blackberry announced a “SwapnSwitch”

promo3on “ ”

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Mobile Phone Industry Report July 2013

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