Sony Internet tv trend report

TREND REPORT

Slow Deciding

OBSESSIVE RESEARCH

CROWDSOURCING

Today’s  consumer  is  faced  with  a  million  different  purchasing  op8ons,  causing  them  to  heavily  research   pre-­‐buy   and   crowdsource   opinions   from   social   networks.   The   more   affirma8ve  informa8on   they  find,   the  more   likely   they  are   to   buy.   It   stems  from  a   desire  to  have  some  sort  of  insurance,  guarantee  or  basis  for  their  final  choice-­‐  they  will  delay  8ll  they  find  it.

Slow Deciding: OPPORTUNITIES

More Avenues To Discuss More Accessible, Shareable Content

Sony  Internet  TV  can  provide  more  channels  for  people  to  come  together,  shoot  out  concerns,  fish   for   reviews,   and   interact   with   both   fellow   consumers   as  well   as   experts   (editorial   or  technical.)  Making  other   pieces   of   informa8on   easily   accessible   and   presentable   also   helps  them  share  their  concerns  where  needed.  

Easy Detachment

DISPOSABLE CONTENT RESELLING

TRADING

Because  of   the  quick  rate   of  turnover  and  bulk  of  content,  people  can   now  willingly  detach  from   older   models   in   favor   of   new   ones.   It   can   be   seen   primarily   in   expensive   areas   of  investment:   luxury  goods  and   technology.  Reselling,  borrowing  and  subscribing  services   feed  into  this  want  for  short-­‐term  rela8onships.  People  want  to  stay  current.

Easy Detachment: OPPORTUNITIES

Trade for credits Recycling program

Providing   ease   of  way  into   a  new   product   can   help   buyers  feel  more   comfortable  with   the  prospect  of  switching  to   a  product  as  new  and   scary  as   the  Sony  Internet   TV.   It’ll  be  a  more  natural  switch,  both  financially  and  convenience-­‐wise,  if  the  brand  could  offer  that  avenue  for  conversion.

Social Responsibility

GEOLOCATED TIPS COMMUNITY REVIEWS

PRODUCT REVIEWS

People  are  less  selfish  about  informa8on  today.  If  they  had  an  awesome  clam  chowder  at  that  restaurant  or  got  some  really  crappy  service  at  a  bar,  they  feel  the  need  to  warn  or  advise  the  general  public  almost   immediately  of  their  experience.   It   can  be  seen  on  review  sites,  blogs,  8ps  and  other  UGC-­‐  it’s  a  lovely  ‘Sharing  is  Caring’  aQtude.  

Social Responsibility: OPPORTUNITIES

Meet and Greet

The  brand   can   create  an   experience  worth   sharing-­‐  Sony  Internet   TV  has  the  opportunity  to  interact  with  poten8al  users  in   environments  other  than   just  online,  demonstra8ng  8es  with  people’s  everyday  interests  (sports?  home  television?  pop  music?.)Being  readily  accessible  on  mul8ple   channels   post-­‐experience   would   make   it   even   more   convenient   for   them   to  broadcast  their  thoughts.

Self-suf!ciency

CONSUMER TUTORIALS

PERSONAL DIAGNOSTICS

REPURPOSING

People  like  to  know  that  they  can  handle  their  new-­‐fangled  gadgets  if  something  happened.  If  they  can  find  the  solu8on  online,  they’ll  do  it.  If  they  can  figure  out  what  went  wrong,  they’ll  hunt   down   tutorial  videos,   blog  posts,  corporate   help  desks   so   they  can   take   control  of   the  situa8on  and  really  own  their  products.  

Interactive Tutorial Videos Self-Diagnosis Section

Self-suf!ciency:OPPORTUNITIES

Sony   Internet   TV   can   empower   its   users   by   providing   friendly,   easily  navigable   tools   to   guide  people   through  predicaments.  People   shouldn’t   be  scared  of  what   they  own-­‐  they  should   grow  comfortable  with  opera8ng  it,  playing  with   it  and  fixing  it.  Crea8ng  ways  for   them  to  take  charge  of  less  serious  issues  helps  foster  a  less  terrifying  and  unfamiliar  rela8onship  with  their  TV.  

Added Value

APPS ONLINE CONTENT

When   people   invest   in   technology,   they  would   like   to   know   that   they’re   geQng   the  most   out  what   they  paid   for.  Users  now   search   for   free,   valuable   services  that   they   can   add   on   to   their  exis8ng   hardware.   Be   it   content,   communica8on   tools,   car   naviga8on,   people   are   looking   to  maximize  what  they’ve  got  without  having  to  spend  unnecessarily.  

Added Value: OPPORTUNITIES

Expand Android App Network Communicate product syncs

The  TV  set  runs  on  the  Android  OSX,  the  most  widely  used  mobile  opera8ng  system  in   the  world  as   of   2011.   The   brand   can   provide   added   value   throughout   this   exis8ng   network   by  communica8ng  what  features  they  could   avail  of  by  purchasing  the  TV.   They  could  more   clearly  explain  and  share  what  their  app  network  has  to  offer  in  content  and  in  services.  

Thank you!

Digital StrategiesNoah Simon and Katrina Yulo