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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)
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DownloadNote - The PPT/PDF document "2012 Smart TV > Communication Strate..." is the property of its rightful owner. Permission is granted to download and print the materials on this web site for personal, non-commercial use only, and to display it on your personal computer provided you do not modify the materials and that you retain all copyright notices contained in the materials. By downloading content from our website, you accept the terms of this agreement.
Presentations text content in 2012 Smart TV > Communication Strategy
2012 Smart TV
> Communication Strategy
Slide2Contents
Market Overview & Business Objectives
Smart TV Communication Strategy
Slide3Market 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%
Slide4DAS (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
Slide52012 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
Slide62012 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
Slide7Contents
Market Overview & Business Objectives
Smart TV Communication Strategy
Slide8Future 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
Slide9Existing 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
Slide10PRODUCT 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
Slide11PRODUCT 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
Slide12WHO
Smart TV Target
WHAT
Unrivaled differentiation of our positioning
MARKETING PLAN : WHO
Slide13Seek
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
Slide14WHO
Smart TV Target
WHAT
Unrivaled differentiation of our positioning
MARKETING PLAN : WHAT
Slide152012 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
Slide16Smart 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
Slide17Thank you
.