Samsung competition to Apple, Sony to Nokia

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SONY Vs SAMSUNG: A Social Media Analysis

Enable your organization to effectively implement social media

concepts in to core business. functions.

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Consumer Electronics Industry

Confidential

“This document is solely for informational purposes. The contents of this

document are strictly confidential and contain proprietary information. The

recipients agree that they will use the information only for their own use and

will not divulge this information to any other party without In-Rev’s or any of

our affiliates' prior written consent.”

All rights, including IP and copyrights in the creative concepts, ideas, plans,

drawings, logos, designs or other intellectual property in this document rest

with In-Rev. No part of the same may be reproduced (including through any

modification / adaptation thereof), in any form or by any means whatsoever

under penalty of law.

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Abstract The Consumer Electronics industry is highly dynamic and fast-changing, fueled by rapid innovations and technological changes. Market research shows that the top ten players contribute to approximately 52% of the total market size. The industry has seen the rise and fall of many companies. Due to the dynamic nature of the industry, it poses a great challenge for any one company to stay on top. The evolving demands of consumers and the rate of innovation from the companies have very interesting dynamics to add to this. In addition to this, the eco-system that drives the industry is wide spread. Factors such as raw material costs, labor costs, economic conditions and purchasing behavior of consumers play a vital role. Among the many players in the market, SONY is known for its high-end innovations and designs, which seem to have inspired APPLE in many ways during its early days. But in the present context, it is facing a huge challenge to keep up with innovations and market trends. The recent rise of SAMSUNG which has even given APPLE a tough time, simply beats every corner of the market. This report is an analysis to understand where SONY stands compared to SAMSUNG and identify the trends between the two brands. The product categories which we will be looking at are smart-phones and tablets. Note: The report is based on social media conversations. The brands chosen for the

research were not commissioned by any organization. The research was carried out with

the sole intention of showcasing Simplify360 and the power of social media research.

The keyword combinations used were: Sony with (Ericsson, Xperia, Tablets) and Samsung with

(Galaxy, Note, Wave, Tablets, SII, SIII)

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How many people talking about SONY and SAMSUNG?

A snapshot of the conversations:

The above graph depicts the overall buzz trend for SONY and SAMSUNG during the time

period from 12th July 2012 to 20th July 2012. The graph shows SAMSUNG has by far higher

conversations than SONY. In addition, the line trend for SAMSUNG is increasing at a higher

rate than SONY.

1774519860 19834 19829 19847 19845 19799 19915

51047525 7141

8989 8696 8086 72745457

Jul 12 Jul 13 Jul 14 Jul 15 Jul 16 Jul 17 Jul 18 Jul 19 Jul 20

samsung sony Linear (samsung) Linear (sony)

Time Period : 12th July 2012 to 20th July 2012

No of social mentions : 218 K

Unique Mentions : 100 K

Average Mentions/Day : 24 K

SAMSUNG MENTIONS: 159K

SONY MENTIONS: 59K SAMSUNG has 60% more conversation than SONY.

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Which Product is most talked about?

The overall conversation is dominated by the Samsung Galaxy series. More than 57% of

the conversations out of the total conversations comprises of mentions of the Galaxy

series. This just shows the strength and effectiveness of SAMSUNG Galaxy series in the

market and the amount of buzz it has been able to generate due to its features and more

importantly, it’s pricing strategy.

How is SONY benchmarked with respect to SAMSUNG? Apple HTC Nokia Acer Google Motorola

Sony 8% 26% 42% 4% 14% 7%

Samsung 55% 17% 15% 5% 6% 2%

Based on the occurrence of other brands in the conversations about SONY and SAMSUNG,

we see that APPLE appears in around 55% of the conversations about SAMSUNG, where as

in the case of SONY, its only 8%. Considering APPLE as the leader, SONY is way below the

benchmark compared to SAMSUNG. SONY is more closely compared with NOKIA with 42%

of the conversations being about both of them.

57%

10%

9%

6%

4%

3%2%

2% 1% 1%

5% samsung galaxy

sony xperia

sony tablet

samsung galaxy note

sony ericsson

sii siii

ericsson and xperia

galaxy smartphone

samsung tablet

galaxy tablet

Others

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What percentage of conversations is about

SONY?

With an average of 24K conversations per day, the type of conversations ranges from

promotional messages, feature requests, complains, experience.

72%

27%

1%

samsung

sony

sonysamsung

In overall conversations tracked, the

conversations which mentioned only

SAMSUNG was around 72%, while

that for SONY was 27%.

Only 1% of the conversations had

both the mentions of SONY and

SAMSUNG.

This low percentage just shows the

difference in the competitive

landscape between the two brands.

32%

59%

9%

49%

44%

7%

Neutral +ve -ve

SAMSUNG

The distribution of the sentiment has 59%

of positive mentions, 9% negative mentions

and 32% neutral mentions.

SONY

The distribution of audience sentiment

shows 7% negative mentions, 44% positive

mentions and 49% neutral mentions.

Some Conversations Examples

@kbanas i'm not far behind you. my samsung

galaxy blarg is the worst, and i'm convinced that

all the preloaded crap isn't helping.

------------------------------------------

@xoarianatorarmy android samsung galaxy aka

the worst phone ever

------------------------------------------

hahahahaha x8 doesn't support ics. glad i didn't

get that crap. worst xperia device from sony

after the x10.

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How price sensitive are People? Consumer Electronics is a highly price sensitive industry where the purchasing trend is

proportional to the pricing of the devices.

The chart and the sample conversations show that people are actively looking for better

deals and pricing comparisons for the devices. The chart below shows that the

distribution of the conversation types are very similar, besides the fact that DESIGN is

being talked about much lesser for SONY, while for SAMSUNG conversations related to

design comprises of 28%.

27%

26%

22%

11%

7%

6%

2%

Brand Loyalty

Design

Features

Availability

Pricing

Reliability

Complaints

Out of all the general conversations

about SAMSUNG and SONY, 7% of the

conversations are related to pricing

of the devices.

SAMPLE Conversations

------------------------------------

@arvind_babu if you're buying an iphone

then why don't you consider buying sony

xperia s? iphone 4 costs around 35k and

xperia s 29.9k?

------------------------------------

@meisdonald @yominyo donald help me

check sony xperia ray price can?

------------------------------------

@soorajtpnlr @alsiladka tough question.

the sony xperia u is "okay" at best, and is

in that price range.

25%

11%

28%

15%

12%

6%

3%

sony

27%

28%

20%

11%

6%

6%

1%

Brand Loyalty

Design

Features

Availability

Pricing

Reliability

Complaints

samsung Note: Reliability is about basic device

properties like battery life of the device.

Availability is about accessibility of the

product on Online or offline store.

Brand Loyalty is about loyalty

expressed by the customer about the

product in terms of satisfaction and

experience.

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What are the most popular topics around SONY’s mobile

brands? Complaints: Current customers are eagerly seeking a replacement for their SONY XPERIA

Reliability: Battery life is a major issue where customer have trouble with recharging the

phone more than once in a day.

Pricing: Prospective customers are seriously looking for price comparisons and for the

best deals.

Availability: People want to know where can they buy the products, online and offline.

@electrictype i recently replaced a sony xperia droid because it was caught in an infinite reboot loop. :/

@eoghananderson yeah. but at least your phone was half decent! mine was a sony ericsson mini and was terrible. i'd had 3 replacements xd

i can't wait to give my phone into repair to sony ericsson today. hey i am coming for youse ok.

i need a new phone. but i don't want (and i don't need) a 'smart phone'. also, i want the replacement to be a sony ericsson as well.

"what has been using the battery: 34% phone idle" fuckin' android phone.. fuckin' sony ericsson xperia.. fuckin' technology..

0% battery means not yet empty battery for sony ericsson phones. makakarelate ka if you own one... :-p

@maloyjordan my battery is shit like on my sony ericsson, have to charge it up every fucking day, absolute nightmare

@vzwsupport i have the sony ericsson xperia play. no i haven't tried a different battery yet though. it dies sooooo quick.the replacement to be a sony ericsson as well.

@expansysuk would you price match the sony xperia s 32gb white with sonys website?

wat is the price of sony ericsson xperia x12..............???????

sorry. . . i want to know. . . how much price of sony xperia sola. . . @sonymobileke

@jarirbookstore do u keep pouch or cover for sony tablet s?

a new sony smartphone is now available for pre-order in india via online retailer flipkart, the device is called xperia neo l.

a trio of sony mobile's newest xperia smartphones are now available in the u.s., but you won't find them in carrier stores.

if you're looking for an affordable yet capable android smartphone, here's one that has just arrived. the sony xperia neo l hits malaysian stores.

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Features | Design | Brand Loyalty: Customers are mostly talking about support for

downloading apps, shape and size of the device and touch screen experiences.

What are the most popular topics around SAMSUNG’s

mobile brands?

Features | Design | Brand Loyalty: Customers are really enjoying the touchscreen

experience with the SAMSUNG smartphone product lines, along with the Galaxy Note. The

slogan “Designed for Humans” really seems to have been received quite well by the

people.

Complaints and Reliability

got meself a sony ericsson mini pro xperia! it is soooo small!!!! it is the size of the palm of my hands!

the xperia ion is the first sony-branded smartphone to arrive in the u.s. it has a 4.55-inch, 1280 by 720 hd lcd screen. that's pretty good, but it's not the best. though you can run apps and watch movies and be satisfied, there are times ...

back with my lovely sony ericsson and all its 12 buttons to type, miss the full keyboard:(

i love my sony ericsson jalou :' ( everyone comments on how tiny/cute it is. but i realise i'm one of about 5 people without touchscreen

@noursaid_ i was thinking about the sony xperia arc s.. the one x is awesome bas i dont like the design

samsung galaxy y s3560 has best touch screen and android

@breve711 my samsung galaxy is da bomb diggity! lol but i do have a love/hate relationship with my touch screen when texting and/or tweeting

@samsungmobileke the samsung galaxy s3 #galaxys3ke has the best screen

can i just say how much i love the swipe keyboard on my new samsung galaxy s3! kick awesome!

i can say i now finally love a touch screen, samsung galaxy y... i just wish the camera had a flash and more mp's hahaha

i was ready to jump on the iphone train but, samsung galaxy s3.. ooh la la you sexy over sized plastic bitch.. i'm in love

buyers beware: new 32gb samsung galaxy siii delivered today does not even power up but @verizon cannot replace same for 3 weeks

"@yaseentheba: wanna hear a joke? the samsung galaxy s3 battery life!" i was going to buy

one...☹

my samsung galaxy s3's battery lasts me an entire full day. amazing.

rt @cyrusville: samsung galaxy siii is made for humans but the battery is made for birds

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Pricing: The Samsung product lines are also quite well known for their economical pricing.

Strategy of launching a product with reasonable prices and powerful new phones at the

same time is generating more buzz around SAMSUNG, whereas people talking about

SONY phones have mixed reviews and uncertainty.

How can SONY tackle social media buzz? The first step is to understand where these conversations are taking place and who are

the people talking about the brands. Are they customers or analysts? Then, it is important

to identify the popular blogs or forums where there is more buzz around electronic

devices. This will help in making a targeted and better focused media plan.

368173

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1363

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26867

23358 33 69 8 107 18

Blogs Customsite Discussions Facebook Flickr News Video

samsung sony

samsung galaxy s3 price drop - cheapest on the high street, 489.99, sim free - brand new

samsung galaxy s2 vs the s3. anyone got any 1st hand experience? the difference in contract price is staggering! #samsung #galaxy

samsung galaxy nexus price dropped ! :)

samsung galaxy tab 2 7.0 and 10.1 on sale at costco. spotted over the weekend its selling for less than retail price.

155808

57890

Twitter

TWITTER is by far the most engaged platform

where there are lots of conversations around

the brands. This is followed by Facebook and

Blogs.

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Simplify360

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How often do people talk on Twitter?

The graph above shows the number of times SONY and SAMSUNG were talked about with

respect to the number of people. It shows that for both the brands, the number of unique

people mentioning the brands less than 10 times is greater than number of people talking

about the brands most often. This is a common trend in the industry where the

population is usually divided into enthusiasts and the general public.

0

10

20

30

40

50

60

70

0 10 20 30 40 50 60 70

SONY

SAMSUNG

24%

6%

70%

SONY BOTH SAMSUNG

Number of times

mentioned

Population of People

Out of a total of 101K unique Twitter

profiles, 70% were talking exclusively

about SAMSUNG, where as only 24%

were talking about SONY.

6% were talking about both the brands.

This shows that SONY like any other

consumer electronics brand has full

potential to reach out to the remaining

population to talk about their brand and

convert people into loyal brand

ambassadors.

Graph of percentage of unique Twitter profiles

talking about Brands.

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What are the demographics of these people?

Demographics of profiles talking about SONY

92%

8%0% 0%

13-25 26-35 36-45 45+

United States 10% Japan 7% UK 6% Indonesia 5% China 2% Russia 2% India 2% Colombia 2% Spain 1% Netherlands 1% Others 62%

85%

15%

Gender Distribution Age Distribution

Top Countries Profile of Blogs

Around 48% of blogs, discussion forums

and news sites mentioning the brand have

a Google Page rank between 4 and 6.

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Summary Following are the key takeaways from the social media analysis of SONY and SAMSUNG.

General Industry buzz of Consumer Electronics Brands is much higher with an

average of 24K mentions per day.

People usually share their reviews and experiences with the products. Also provide information to prospective customers.

SAMSUNG has 60% more conversations than SONY, which depicts the struggling brands.

In terms of Benchmarking, SONY is way below SAMSUNG and closely associated with NOKIA.

The analysis shows price sensitive audiences who are actively seeking out information for their new devices and keenly following the trends in the new product launches and price drops.

About Simplify360 Simplify360 enables organizations to effectively implement social media concepts in to core

business functions. Powered by Simplify360 AnalyticsTM, it extends a sophisticated and

user-friendly environment to realize value via actionable intelligence.

To know more about Simplify360 visit: www.simplify360.com

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