2012 Smart TV > Communication Strategy PowerPoint Presentation

2012 Smart TV  > Communication Strategy PowerPoint Presentation

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Contents. Market Overview & Business Objectives. Smart TV Communication Strategy. Market share by key segments. Total CTV Market share in 2011. 45%. 40%. 35%. 30%. 25%. 20%. 15%. 10%. 5%. 0%. 2008. ID: 753856

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Presentations text content in 2012 Smart TV > Communication Strategy

Slide1

2012 Smart TV

> Communication Strategy

Slide2

Contents

Market Overview & Business Objectives

Smart TV Communication Strategy

Slide3

Market share by key segments

Total CTV Market share in 2011

45%

40%

35%

30%

25%

20%

15%

10%

5%

0%

2008

2010

2011

2009

6.0

%

MARKET OVERVIEW :

M/S PERFORMANCE

Samsung as the market leader continues its dominant position in both Smart TV and LED TV

Source: NPD, Dollar base

Source: 2011, NPD, Dollar base

(Smart TV filtered

by Network Capability)

LED TV

Smart TV

38.9%

38.6%

8.2%

10.8%

25.0

%

12.9%

19.4

%

15.8

%

11.7%

2

/45

34.9%

38.5%

53.4%

44.8%

13.8%

12.8%

9.7%

12.7%

Etc. 28.7%

Etc. 24.1%

Slide4

DAS (RR*)

BAS (MPSA*)

* MPSA: Most Preferred Single Answer (%)

* RR: Dealer Recommendation Rate (%)

However, Samsung is still behind Sony in Brand Preference despite its rapid growth and strength in dealer recommendation

MARKET OVERVIEW :

BRAND PERFORMANCE

Source: 2011 1H BAS / DAS data

2009

2010

2011

2009

2010

2011

3

/45

Slide5

2012 BUSINESS STRATEGY

Clearly Differentiate Smart TV Benefit

Accelerate Transition to LED TV

Beyond Comparison

(Cho

Gyuk

Cha)

Differentiated Smart TV features

(Smart Interaction and Evolution)

Unique Samsung Smart Content

Increased locally relevant content

LED TV made accessible with F-LED TV

4

/45

Our Objective is to firmly establish ‘Beyond Comparison’ position in both Smart TV and LED TV

Slide6

2012 BUSINESS OBJECTIVE

2012 Business Strategy will allow us to achieve growth in our strategic categories;

Smart

TV Series 7 / 8 sales by +15000 units

1

Slide7

Contents

Market Overview & Business Objectives

Smart TV Communication Strategy

Slide8

Future Smart TV Usage and Expectations

Current Usage and Pain-points of

Smart TV

Consumers expect variety of internet content and easy web searching from Smart TV

Complicated

User experience is the biggest pain-point in Smart TV usage

PRODUCT STRATEGY: Smart TV consumer needs

Smart TV usage

takes too long and

is

complicated

Samsung

Smart TV

Consumer Perceptions

Positive on Overall

and Content Quality

Negative on UX due to

Too many steps

Especially, App

access

hard

Preference

75

Uniqueness

89

Necessity

67

Purchase intention

70

Smart Interaction

Concept

Acceptance

(

Top 2%)

Viewing online video content

Searching on Web

Full browsing

Multi-tasking

Downloading Apps

SNS

Consumers expect ‘new content’ from Smart TV

Smart TV

Expectations (Top 2%)

Source: Consumer Tracking 2011 Q2~3

Source:

2011 Online buzz tracking /

2011

Line-up study

Slide9

Existing Players

Google TV

LG Smart TV

Launched Google TV 2.0 upgrade Nov. ‘11

Improved UX, enhanced search, improved web content to feel more like TV

New Entrants

Content & Services

Pool of content and services readily used

“The simplest user interface.” – Steve Jobs

Content Access/Storage

Device Connectivity

“Automatic and effortless” cloud service

Seamless sharing with other Apple Devices

New entrants who will try to change the rule of the game is a potential threat,

especially Apple TV

Apple TV

Sony Internet TV

Input device

Magic motion remote includes gyroscope for navigating menus and playing games

Expected to have Voice control on the magic motion remote

Smart TV

Upgrader

for non-smart TVs (add-on device)

Enjoy high-quality web content

Entertainment choices leveraging Sony pictures

Separate platform from Google TV

PRODUCT STRATEGY

: Competition

Slide10

PRODUCT STRATEGY: Samsung vs Competition

Source: Competitor Intelligence from Product Strategy team

Strong

Existing Players

New Entrants

Company A

Company G

Interaction

Content

Evolution

Picture

Design

Convergence

Voice and Motion control in ‘magic control’

N/A

N/A

N/A

N/A

N/A

Potential of Playstation move

No signature services

Lack local killer apps

No signature services

Lack local killer apps

To have ‘

Siri

’ with comprehensive voice control

To leverage

‘iTunes’ content base

No signature services

Android market expansion to TV

N/A

Potential to introduce on Google platform

To leverage ‘

iCloud

’ service and ‘Air Play’

Narrow bezel but no arch flow stand

N/A

N/A

Potential D2D sharing b/w Sony Devices

DLNA

N/A

N/A

To utilize Android platform

Average

Weak

Heritage over picture quality , continues with Bravia engine

No strength in picture quality

Pushed Monolithic design with little success

Company X

Company B

Samsung

Evolution Kit

New features/

content every year

Signature services

Superior local Killer apps

Finest picture quality with Micro Dimming

technology

Super Narrow bezel with arch flow stand

AllShare

play service between multi-Samsung devices

Voice and

Motion control

Face Recognition

In 1H, new Smart TV will pre-empt market with clear differentiation with Smart interaction & content, while in 2H Smart evolution will be focused as a point of difference vs Apple TV

Slide11

PRODUCT STRATEGY: 2012 Smart TV Strategy

2011

2012

Build Category

Unrivaled Differentiation

Smart Content

New Family Services with a

focus on Family Story

Locally relevant Apps

Seamless sharing with AllShare

Smart Interaction

Voice/Motion control &

Face recognition

Market’s 1

st

Evolution capability to make your TV

New every year

Smart Evolution

Device/UX

Content

Samsung Apps /

Smart Hub

Content

Focus on communicating Apps

and Smart Hub Services

In 2012, Samsung Smart TV will achieve ‘unrivaled differentiation’ through

device/UX innovations and unique and relevant content

Slide12

WHO

Smart TV Target

WHAT

Unrivaled differentiation of our positioning

MARKETING PLAN : WHO

Slide13

Seek

new value added features (connectivity, content) & benefits

that enhance the total TV experience

Willing

to

spend above average

Combines male youngster and oldies likewise, with an average income

Love watching with family/friends

Newer features and Screen

resolution

are fairly important

Most influential are

consumer reports, expert opinions and various online sources

In-store experience

is vital

Target Insight

MARKETING PLAN : WHO – Smart TV Target

Smart TV targets seek ‘connectivity and new content’ that will enhance

over all

TV experience (14.1

% of gen. pop.)

Replace

pic

.

Connectivity

Content / Online

In-store

Slide14

WHO

Smart TV Target

WHAT

Unrivaled differentiation of our positioning

MARKETING PLAN : WHAT

Slide15

2012 Communication Strategy

“El

Futuro

de la

Televisión

, HOY”

MARKETING PLAN : WHAT – Communication Strategy

14

/45

2012 Samsung Smart TV communication should;

Deliver on the business objective of ‘Beyond Comparison’

Drive innovative brand image through technology leadership positioning

1

2

3

Business Objective

Brand

Image

Call to

Action

1

2

4

‘Beyond Comparison’

Innovative Tech.

Leadership

Experiencing &

Purchasing

The Future of Smart TV

NOW

CTV Category

Positioning

3

‘Transforming

viewing together’

Reinforce Category positioning

3

Communicate call-to-action of experiencing & purchasing new Smart TV

4

Slide16

Smart Content

Smart Interaction

Smart Evolution

Evolution Kit

Voice control

Motion control

Face recognition

“El

Futuro

de la

Televisión

, HOY”

Family Services

(Family Story, Kids, Fitness)

+ Locally relevant Applications

(+1,400 Apps globally)

+

AllShare

play

MARKETING PLAN : WHAT – Communication Strategy

15

/45

“The Future of Smart TV, NOW” will be delivered by;

Key Message

‘Make your TV new, every year’

Highlighting Smart Interaction and Smart Content

And Smart Evolution (Make your TV new, every year)

1

2

Slide17

Thank you

.


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