For the full video of this presentation, please visit: http://www.embedded-vision.com/industry-analysis/video-interviews-demos/overcoming-barriers-consumer-adoption-vision-enabled-produc For more information about embedded vision, please visit: http://www.embedded-vision.com John Feland, CEO and Founder of Argus Insights, presents the "Overcoming Barriers to Consumer Adoption of Vision-enabled Products and Services" tutorial at the May 2015 Embedded Vision Summit. Visual intelligence is being deployed in a growing range of consumer products, including smartphones, tablets, security cameras, laptops (especially with Intel’s RealSense push), and even smartwatches. The demos are always cool. But does vision work for regular consumers? Do consumers see vision as a value add or just another feature to be ignored? In this talk, John investigates the best and worst of consumer product embedded vision implementations as told by real consumers, based on Argus Insights’ extensive portfolio of consumer data. John examines where current products fall short of consumers’ needs. And, he illuminates successful implementations to show how their vision capabilities create value in the lives of consumers. Case studies will include examples from Dropcam, Intel RealSense, HTC’s M8, and vision-enabled drones such as the DJI Phantom 2 Vision+.

1. Copyright © 2015 Argus Insights, Inc. 1
John Feland, CEO
12 May 2015
Overcoming Barriers to Consumer
Adoption of Vision-enabled Products
and Services

2. Copyright © 2015 Argus Insights, Inc. 2
(Really) Brief Intro to Argus Insights
COLLECT REPORTANALYZE TAKE ACTION
Actual Sales/Returns for Specific Handset
Predicted Sales Using Argus Metrics from 8 weeks prior
Eight Weeks Predicting
Adjusted R2 = 87.8%
p-value = 4.547E-22
HandsetUnit
Sales/Returns

3. Copyright © 2015 Argus Insights, Inc. 3
Devices That See Are Appearing Everywhere

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Vision Pipeline for Consumers
Collect
Images and
Videos
Do
Something
Useful

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Consumer Journey to Vision Enabled Bliss
Buying Learning Using Succeeding
ConsumerPerceptionsoftheExperience
Elation of
Anticipation
Habit
Forming
Sock
Drawer/
DropBox
Long (or Short)
Drive to
Mastery
Euphoria of
Achievement

6. Copyright © 2015 Argus Insights, Inc. 6
What We Have Here is a Failure to Communicate
What We Say To Users
What Users Hear

7. Copyright © 2015 Argus Insights, Inc. 7Share of mind leads share of marketShare of mind leads share of market
How Technologist View the Consumer Learning Curve

8. Copyright © 2015 Argus Insights, Inc. 8Share of mind leads share of marketShare of mind leads share of market
How Consumers View Their Learning Curve

9. Copyright © 2015 Argus Insights, Inc. 9Share of mind leads share of marketShare of mind leads share of market
So Much Data, So Little Time…

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Demand for RealSense Enabled Products Is Slow
Consumer interest
in laptops and
tablets swamps
RealSense launch
RealSense
products drive
little consumer
engagement

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Demand for RealSense Enabled Products Is Slow
RealSense
enabled laptops
attract more
attention
Dell Venue
Drives Little
Interest

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Consumer Perception of RealSense Related Vision
and Imaging Capabilities
• RealSense is an incomplete experience for consumers
• Novelty is overshadowed by core imaging needs by consumers
• Beyond making personal action figures, no complete experience pipeline
RealSense Promises Much But Fails to Delight

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Security Camera Demand is Slacking After Holidays
D-Link
Dropcam
NetGear
Foscam
Swann
D-link
commands the
most mindshare
Dropcam saw
little growth
over holidays

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• “Light Switch” simple installation is key for successful adoption
• Even products known for simple installation and use disappoint consumers
• Location of camera, connectivity, and feature configuration all create
stumbling blocks for new camera owners
Vision Benefits Are Never Realized If The
Product Is Never Used!

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• Recording and reusing content complaints show pipeline is incomplete
• Event detection and app integration improvements are critical for content
‘hoarders’ to make the best use of their data
• Cloud services are interesting to consumers but need support in curation
Bits On Recording, Cloud, Etc.

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• Consumers need help sorting through hours of content
• Event, face, family, pet detection all become important opportunities
• Tied to cloud services and app based alerts, cute is as important as crook
Motion and Event Detection is a Killer App,
But Not Yet Implemented Broadly Well

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Vision Technologies are Not Changing the
Fortunes of HTC, They Need Your Help
HTC continues to lose market
momentum to other handset
manufacturers
New HTC M9 has not
added more demand
than the M8 is losing

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• Vision technologies need marketing help to differentiate
experiences
• Battle has shifted from quantity (megapixels) to quality
(ultrapixels) but consumers do not yet understand how to value
Advanced Vision Tech Transparent to Users
Even selfies are mentioned by just a
fraction of consumers
Selfies drive more interest than most
enabling technologies
Sufficiently advanced technology is
magic to consumers

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• HTC’s depth sensor perceived better than RealSense but not
enough to persist on M9
• Vision enhancements to basic imaging drive the most impact to
smartphone user experience
Depth Sensor on HTC One M8 Delighted Few
Consumers
Less than 1% of HTC consumers even
mention Depth Sensing Benefits
Image stabilization is a clear
delighter
Lack of refocus interest hints towards
Lytro’s challenges in adoption

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Consumer Journey to Vision Enabled Bliss
Buying Learning Using Succeeding
ConsumerPerceptionsoftheExperience
Elation of
Anticipation
Habit
Forming
Sock
Drawer/
DropBox
Long (or Short)
Drive to
Mastery
Euphoria of
Achievement
What Users Hear

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• Vision technology providers have to be responsible for entire experience
pipeline
• Connectivity continues to be the Achilles heel of any vision enabled
consumer experience
• Seeing is not enough, consumers must be able to take clear action
based on what vision systems provide
• Every vision technology needs to be “light switch” simple to set up and
use for consumers
• Solutions to data hoarding problem should drive next phase of
innovation
Lessons Learned Regarding Consumer
Adoption of Vision Technologies

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• Consumers need a complete vision pipeline to make full use of
capabilities
• Narrow new vision capabilities based on “should” rather than “could”
• IoT Cameras need better and more varied event detection and
notification for consumers
• Technology companies can help OEM’s drive a consumer focus instead of
technology spec focused value proposition to drive adoption and
revenue
Wish List From Consumers…

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