Who Watches the Watchers? Analysis of Embedded Vision Adoption in Consumer Electronics

Who Watches The Watchers?
Consumer Perceptions of Embedded Vision
Features in Consumer Electronics
Dr. John Feland, CEO

© 2013 Argus Insights, Inc. Confidential: Do Not Distribute
Quis Custodiet Ipsos Custodes
Fears shaped by 1984
and concerns of
the Surveillance State
not trusting citizens
Reality defined by
concerns of citizens not
trusting each other

Quis
Custodiet
Ipsos
Custodes
More
recently…

Does
Anyone
Really
Care?

A Bit About Our Methods – More Little Sister than Big Brother
COLLECT
Social media & other
unstructured
consumer responses
REPORT
Web based SaaS
Reporting Tool with
PowerPoint Ready
Graphics
ANALYZE
Best-in-Class
Quantitative and
Qualitative
Analytics

Yes Virginia, It’s Predictive of Consumer Adoption
$-
$500
$1,000
$1,500
$2,000
$2,500
$3,000
$3,500
$4,000
$4,500
WorldWideMonthlySales
Millions
Comparing NPD Actual Tablet Sales to Argus
Insights Predictions
$ NPD Sold Actual
Predicted Using Argus Insights Metrics
Copyright © 2013 Argus Insights, Inc.

Experience Equity Tracking – Stock Chart for UX
• Monitor Buzz and Delight for
your customers products and
the competition
• Identify market disruptions
• Instantly compare responses
across the entire competitive
landscape
• Measure the market impact of
– Competitive product launches
– Firmware updates
– Marketing campaigns
• Find out why these disruptions
are happening using our
integrated qualitative analysis
Delight
Bubble area
represents
periodic
Buzz Volume
Bubble area
represents
periodic
Buzz Volume
Delight

Poached Egg Model of Innovation: Rolf Faste
• New matters more than
Good/Bad
• Market decides where to
move
• Argus Insights Measures
that market dynamic

Where do we look for evidence of adoption?

What can we learn from Smartphones?

Benchmarking Eye Tracking Enabled Handsets
LG Optimus G Pro is
delighting a niche market
Galaxy S4 finally
recovering after a
rough launch

Sparse mentions of Eye Tracking in Consumer Reviews
• Of 2242 consumer reviews, only 104 mention eye tracking
• Of those 60% are negative, impacting adoption
“[bought for] features it supposedly has like eye tracking and the camera featurs BUT
NOTHING WORKS RIGHT!!!!!!! all the features are fake and dont work like they
should!!!!”
“The head and eye tracking is very twitchy but not really needed anyway”
“The eye scrolling feature doesn't track me because either I wear glasses or the clear
screen cover interferes with the sensors.”
“Eye scroll comes in handy anytime you're working on your computer and have to
look at your phone at the same time.”
“cool sci-fi like eye tracking technology. I use it every day, I was on lunch eating my
food and my hands were sticky but I controlled the web browsing switching between
tabs, scrolling up and down all without touching the screen”

Complaints along two vectors- Performance and Battery
“The eye scroll is too erratic as it goes very fast then
stops then goes back up. The face recognition is also
dumb as it takes way too long and the exact same
lighting to recognize ( even with multiple pics stored)
then unlock the screen so I disabled it.”
“I bought this phone because of the Gesturing and Eye
tracking. However I found them difficult to use. Also
they drained my battery within hours, (even when idle)
and my phone got kinda hot. I turned those features
back off, and my battery went to normal expectancy
(about a days use per charge).”

0
100
200
300
400
500
600
700
800
900
1000
12/13/2012 2/8/2013 3/20/2013 4/19/2013 5/19/2013 6/18/2013
TweetVolumementioning
EyeScrolling
Apple
Blackberry
HTC
LG
Nokia
Samsung
Eye Scrolling was a Key Feature for Galaxy S4
• Social Media buzz shows how much Samsung pushed
feature in advertising campaigns
• Little mentions from actual consumers anticipating features
• Analysis of Consumer Reviews tell a similar story
Most all buzz came from press
releases, not consumer interest
LG buzz due to
IP conflicts on
eye tracking
Samsung Social Campaign,
“what do you love about Galaxy S4?”

But what about privacy concerns?
• Within over 2200 consumer reviews, zero mention of
privacy concerns for the Galaxy S IV
• Love or hate the handset, Consumers were not
concerned with privacy
• An analysis of tweets adds to the story

Privacy and Spying discussions from Social
0
50
100
150
200
250
300
350
400
450
12/13/2012 1/13/2013 2/12/2013 3/10/2013 4/9/2013 5/14/2013 6/11/2013 7/7/2013
VolumeofSpyingandPrivacyTweets
Privacy Related Mentions from Mobile Twitter Streams
Apple
Blackberry
HTC
LG
Motorola
Nokia
Samsung
0
5
10
15
20
25
30
35
40
45
50
12/13/2012 1/20/2013 2/23/2013 3/29/2013 5/7/2013 6/11/2013 7/12/2013
VolumeofSpyingandPrivacyTweets
Privacy Related Mentions from Mobile Twitter Streams (without HTC)
Apple
Blackberry
LG
Motorola
Nokia
Samsung
HTC Settles with US FTC over Privacy
Issues on millions of handsets
Security hole in
Samsung Smart TV
allows video spying
New Moto X
phone will always
be listening to
enable voice
commands
Android App Spam
to enable spying on
mobile
users, nannycam
style

Kano Model of Needs – Where does Embedded Vision Fit?
Delighters
Must
Haves
Ideal Path
of Features
Performance
Satisfaction

Games are watching consumers at play

Vision-based systems outperform Accelerometer systems
Playstation Move seen
as better motion
controller initially
Kinect wins holiday 2012
Wii U waits for Zelda…

Across platforms, few mentions of privacy concerns
• Only 7 mentions of 2356 gaming reviews
• Vision complaints from Microsoft Kinect Customers
• Malware/Spyware complaints from Sony PlayStation
Customers
“I think it's creepy. with all of those cameras and such-
who knows when Microsoft is spying on us for
"advertising" purposes?”
“and maybe [the Kinect is] the ultimate spyware to
date?”

How to drive adoption of Embedded Vision
Esteem
Love/
Belonging
Safety/Security
Physiological
Self
Actualization
Maslow’s Hierarchy of Needs Feland’s Hierarchy of Features
Compelling
Experience
Performance/
Consistency
Efficient
Resources
Privacy
Security
Where
consumers
focustoday
PathofConsumerAdoption
Vulnerable
Foundation
Elements

How to avoid the Three Mile Island of Embedded Vision?

Mis Education of Consumers – Laptop Webcams

Boiling the Frog, Facebook’s Privacy Default Swaps
bio = "Love sports of all kinds.";
birthday = "01/01/1980";
"favorite_athletes" = (
{
id = 20242388857;
name = "Usain Bolt";
}
);
"first_name" = Chris;
hometown = {
id = 106033362761104;
name = "Campbell, California";
};
id = 100003086810435;
languages = (
{
id = 108106272550772;
name = French;
},
{
id = 312525296370;
name = Spanish;
}
);
"last_name" = Colm;
link = "https://www.facebook.com/chris.colm";
locale = "en_US";
location = {
id = 104048449631599;
name = "Menlo Park, California";
};
"middle_name" = Abe;
name = "Chris Abe Colm";
timezone = "-7";
"updated_time" = "2012-08-09T03:33:32+0000";
username = "chris.colm";
verified = 1;

Key Takeaways
• Embedded Vision solutions have to
score the hat trick
– Compelling
– Consistent Performance
– Private and Secure
• Educate Consumers before they
Mis-Educate themselves
• Don’t Be Facebook

Questions?
Sign up for a free copy of the weekly Peek™ Report for Smartphones
http://www.argusinsights.com/embedded-vision/free_report.html
Or just email me at john.feland@argusinsights.com

Who Watches the Watchers? Analysis of Embedded Vision Adoption in Consumer Electronics

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Who Watches the Watchers? Analysis of Embedded Vision Adoption in Consumer Electronics

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