Competitive Audit

Alterian SM2 Social Media Report

Date Range: 9/15/2010 to 10/15/2010

Social Media Performance: Inputs

Forums Delicious & Social Tagging Microblogs (Twitter) Social Networking Sites (Facebook, LinkedIn) Comments on Mainstream News Multimedia (YouTube, Podcasts) Blogs & Comments Google Trends & Insights

Search Overview and Scope

Date range 9/15 10/15/2010

Tool Used: Alterian SM2

SM2 is a social media monitoring and analysis solution, which helps to track conversations, review positive/negative sentiment for brand, competitors and partners across social media channels such as blogs, wikis, micro-blogs, social networks, video/photo sharing sites and real-time alerts.

Exclude: Non-English results Advertising/For Sale

Final results 817

Results Volume and Statistics

13% of conversations were mainly from a web blog that posted PhoneX has better HTML5 performance than PhoneZ, but flash is still King, on androidpolice.com. It reported that the PhoneX ran animation with HTML5 much faster than the PhoneZ. It also claimed that the PhoneX could run Flash faster while retaining a longer battery life.

Impactful sites:
Date range: 9/15 10/15/2010 Total Volume: 817 Results Spike date: September 22nd, 2010
6%
Most conversations on Twitter were comparisons between HTML 5 performance (41% out of all Microblog volume), 3G connectivity and screen resolution. Twitter is the main channel for spreading information/news

www.forums.macrumors.com www.howardforums.com www.phonexforum.com www.twitter.com

6% 2% 42% 25%

Microblog Mainstream Message Board/Forum Blog Social Network Video/Photo Sharing

19%

Top Conversation Topics

181 Features

181 conversations focused on screen, battery life, camera, tethering,

web browsing and performance capacity. Of these, 114 posts mentioned Screen and 60 posts mentioned Camera. 345

Operating System 117 Others

345 conversations focused on OS 4.0 and OS 2.2. Of these, 329 posts mentioned PhoneZ and 99 posts
mentioned PhoneX

117 conversations on Games & 3G Connectivity. Of these, 57 posts mentioned 3G Connectivity

issues

40% of posts made comparisons between Operating Systems, especially between page load speed tests for the PhoneX on OS 2.2 and the PhoneZ with OS 4.0. Several results showed that without Flash, PhoneX had a slight advantage over PhoneZ in terms of loading time. However, with Flash both of them had equal time. 24% of conversations were focused on Features which compared screen, battery life, camera, tethering, web browsing, and performance between the two phones. Of these features, people mentioned screen resolution and camera quality the most. PhoneZ ranked higher overall in these two categories with higher resolution for both Screen and Camera than PhoneX. The Others category cited conversations on Game and 3G connectivity, in which people talked about how 3G connectivity of both PhoneX and PhoneZ sometimes failed. Several authors also mentioned PhoneZ to be better on offering games center through an app store.

What they said about Operating System (OS)

329

Areas where PhoneX was preferred over PhoneZ: Smoother, faster performance for web browsing, game running, and camera features Open source OS
99

Ease of app creation OS 2.2 update Business-friendliness

Ability to store apps directly to a memory card

OS 2.2 OS 4.1

Verbatim Posts
The Flash Player 10.1 on the other hand, blows HTML5 out of the water running at 57FPS on the PhoneX. To make matters worse for the companys vision HTML5 consumed twice the battery life as Flash for these tests on the PhoneZ. The PhoneX ran the animation 67% faster than the iPod Touch, and 81% faster than the PhoneZ. Even better, the N1 managed to keep rendering the ball (albeit slowly) (Android News, thephone.com, sep 21st)

( Nick Farrell, techeye.net, Sep 22nd)

OS 2.2 promises to make PhoneX more business-friendly and let you store apps on a memory card. (Edward C. Baig, usatoday.com, Oct 14th)

Ive written apps for both OS 4.0 and OS 2.2, and I found that OS 2.2 is easier to work with.. (fryetechvideoslink, wringerworld.com, Oct 5th)

What they said about Features

114 60 48 23 19 13
Speed performance

Screen

Camera

Web Browsing

Battery Life

Tethering

PhoneX
Screen
Screen was the highest conversation topic. PhoneX has innovative improvement of AMOLED screen technology which can display better under sunshine.

PhoneZ
PhoneZ with Retina display was evaluated to perform brighter, sharper and more power efficient than PhoneX. Users appreciate PhoneZs front facing camera which enabled users to make Face Time calls. Moreover, video recording 720p HD was adding as good feature of PhoneZ. PhoneZ was mentioned to be very good in browsing but still have limitations based on available RAM. OS 4.0, which limits app installment for supporting web browsing, was accused of reducing users experience on browsing.

Camera

Users seem satisfied with the PhoneX camera quality overall.

Web browsing

PhoneX with OS 2.2 was mentioned to have the best cache behavior of supporting last modified/Etag and survives Power Cycle.

Battery Life

Several testing videos on youtube.com and blogs concluded that PhoneX has better battery life than PhoneZ. However, multi-task features of PhoneX drain the battery life faster than PhoneZ. People mentioned to use PhoneX as a wifi hotspot for free Users recognized that PhoneZ has tethering build-in, but complained data tethering. about needing to pay for wifi connection to use it. A lot of tweets and articles mentioned tests on speed performance of PhoneZ and PhoneX for web browsing as well as other features (multi-tasks, camera, HTML5 vs. Flash ). PhoneX on the OS 2.2 won overall in these tests.

Tethering Speed Performance

Influential Forums
HOWARD FORUM (http://www.howardforums.com) Forum where public shares information and discuss mobile and telecommunication. 1,612,795 threads / 13,841,828 posts / 953,698 members 16 comments focused on different opinions of PhoneX vs. PhoneZ. Some authors prefer PhoneX because of OS 2.2. On the other hand, several customers stated PhoneZ was superior to PhoneX. Users complained about 3G disconnection on both phones.

MACRUMORS (http://forums.macrumors.com) Forum where public shares information and discuss phone products, technology.

989,060 threads / 11,034,063 posts / 506,365 members

23 comments were made by users who were planning to sell their current PhoneX phone to buy PhoneZ White. However, several authors showed preference to PhoneX due to easy updating, multi-task capability, and not needing to jail-break.

XDA DEVELOPERS (http://forum.xda-developers.com) Forum where public shares information and discuss Windows Mobile and OS 2.2. 515,290 threads / 7,892,928 posts / 2,881,591 members 6 comments mostly mentioned that OS 2.2 was dominant as the best mobile OS available. This was cited as a reason for buying PhoneX. PhoneX was also preferred because of good navigation, free tethering, and updating directly from Google. However, one author complained that the PhoneX keyboard was difficult to use (buttons are too small for users fingers).

Influential Individuals on Twitter

Name: Fabio Sasso Location: San Francisco, CA URL: http://www.abduzeedo.com/ Bio: Graphic/web designer and blogger founder of Abduzeedo Name: Katherine4U Name: Erick Tseng

943 Following, 11 Listed, 10,211 Tweets

1,005 Followers 4 tweets mentioned HTML5 performance on PhoneZ and PhoneX, which she considered to be 81% faster than PhoneZ. Flash was found to be faster and better than HTML5.

412 Following, 7,796 Listed, 9,316 Tweets 65,004 Followers

2 tweets about full review and basic feature comparison between PhoneX and PhoneZ.
abduzeedo twitter.com/abduzeedo

Location: San Francisco, CA URL: http://www.visiglow.com/ Bio: Head of Mobile Products, Facebook 249 Following, 217 Listed, 572 Tweets 2,409 Followers 1 tweet compared the wifi capabilities of PhoneZ and PhoneX. This is an influential individual because of his high number of followers.
etseng twitter.com/etseng

Katherine4UChat twitter.com/katherine4u chat

These people are experts in technology and mobile products. They blogged and tweeted about the comparison of features on both PhoneX and PhoneZ. These features included HTML5 performance, Flash, and wifi hotspots. They have many of followers on Twitter and private websites, which makes their reviews on mobile products influential in the online social media community.

In their words
My full review and comparison with the PhoneX will be up soon :) so far I really like the PhoneZ... (Fabio Sasso, twitter.com, Sep 16th)

PhoneX trounces PhoneZ when it comes to HTML5: In a benchmark test, PhoneX outperfomed PhoneZ in... http://bit.ly/bTgOFM (Katherine4U, twitter.com, Sep 22nd)

About the PhoneX screen, dont get me wrong, its really good, but it cannot compare with the Retina Display. The screen is bigger and you can see more in it, like a web site for example. So in terms of screen PhoneZ has a very clear advantage over PhoneX and I believe over any other phone out there. (Adam Gray, designfeeds.com.au, Sep 20th)

So in terms of battery life, the PhoneX was superior at least for me because I had all the multitask, push, gtalk on and was able to get the same time than PhoneZ without those. (Fabio Sasso, abduzeedo.com, Sep 17th)

Key Takeaways

817 results comparing PhoneX and PhoneZ were captured between 9/15-10/15.

The highest volume conversation topic was operating system, which comprised 40% of all posts. Feature-specific comparisons made up 24% of all posts.

PhoneX was preferred over PhoneZ in terms of web browsing, battery life, tethering, and speed performance.

PhoneZ was preferred over PhoneX in terms of the screen display and camera quality. Our recommendation is to frame compete messages around these two features to highlight how PhoneX stacks up against PhoneZ.

THANK YOU!
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