1.
Brand can destroy or resurrect the
experience
Tales from

2.
RIM’s Uncanny Valley

3.
Blackberry + Touchscreen != iPhone
30.0
1
% change in RIM shipments quarter over quarter
Experience Landscape
RIM shipments
Cumulative Delight
iPhone (Gen.1)
Blackberry
Storm
iPhone 3G
-1 0.0
Retail Launch
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4.
TouchPad and iPad, summer of love and hate

5.
Worst Launch and Best Recovery of 2011
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6.
Nokia vs. Apple

7.
Nokia reenters the US market with two brand stories
350
300
250
Beta Test Campaign
Number of Mentions
200 Amazing Everyday Campaign
150
100
50
0
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8.
News of data access bug did little to dampen campaign
1200
1000
Number of Mentions
Beta Test Campaign
800
Amazing Everyday Campaign
600 Data Services Bug
400
200
0
• Though the response to the data services bug was
significant, the impact was short lived
• Nokia’s response dampened concerns quickly
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9.
“Beta Test” shows up four times (4X) more than “amazing
everyday” in customer reviews for Lumia smartphones
7 Apr 2012 – “you will never feel having same phone everyday because it is
amazing everyday”
Vs.
12 Apr 2012 – “ For people who wants to stick with iPhones and Androids - 'So
long beta testers!’”
18 Apr 2012 – “super smartphone does everything including RUNS MS Office! The
beta test is over.”
25 Apr 2012 – “Those new TV ads are right -- every other phone looks and feels
like it was a beta test after you use one of these.”
24 May 2012 – “Great speeds both on 4G and on my wireless. Glad the mobile
phone beta test is over!”
Not only does the Beta Test campaign show up more but the impact is still
resonating with consumers well after the launch
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10.
What about the launch? Turns out Siri was right!
• Analysis of verified customer responses shows Lumia 900 to be the highest rated
Smartphone in North America
• Other Lumia launches did well but the 900 made both a bigger splash and has
staying power
*Size of bubble is buzz volume, height of bubble is market delight
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11.
Lumia 900 launch bests every iPhone launch since 3G
• When compared to most all other iPhone launches, the Lumia 900 comes out on top
• Delight is amplified when customer expectations are met or exceeded, meaning that
the brand story and product experience align
• “Beta Test” not only drove increased awareness but set customer expectations
perfectly for product release
*Size of bubble is buzz volume, height of bubble is market delight, as measured days from product release
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