confidential 2012 smart tv > communication strategy
TRANSCRIPT
Confidential
2012 Smart TV > Communication Strategy
Confidential
ContentsI. Market Overview & Business Ob-
jectives
II. Smart TV Communication Strat-egy
Confidential
Market share by key segmentsTotal CTV Market share in 2011
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
2008 2010 20112009
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%
3/45
34.9%
38.5%
53.4%
44.8%
13.8%
12.8%
9.7%
12.7%
Etc. 28.7%
Etc. 24.1%
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DAS (RR*)BAS (MPSA*)
31%
36% 36%
17% 19% 19%
14% 15% 16%
* 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
17%20% 22%
30% 30% 29%
12% 12% 13%
※ Source: 2011 1H BAS / DAS data
2009 2010 2011 2009 2010 2011
4/45
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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 ContentIncreased locally relevant content
LED TV made accessible with F-LED TV
5/45
Our Objective is to firmly establish ‘Beyond Comparison’ position in both Smart TV and LED TV
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2012 BUSINESS OBJECTIVE
2012 Business Strategy will allow us to achieve growth in our strategic cate-gories;Smart TV Series 7 / 8 sales by +15000 units 1
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ContentsI. Market Overview & Business Ob-
jectives
II. Smart TV Communication Strat-egy
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Future Smart TV Usage and Ex-pectations 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 compli-cated
• Samsung Smart TV
Consumer Percep-tions
- Positive on Overall and Content Quality
- Negative on UX due toToo many steps
- Especially, App access hard
Preference 75
Uniqueness 89
Necessity 67
Purchase inten-tion
70
Smart Interaction Concept Acceptance (Top 2%)
Viewing online video content
Searching on Web
Full browsing
Multi-tasking
Downloading Apps
SNS
48.2
36.9
29.1
22.1
20.8
16.2
• 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
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Existing Players
Google TV
LG Smart TV
• Launched Google TV 2.0 up-grade Nov. ‘11
• Improved UX, enhanced search, improved web content to feel more like TV
New Entrants
• Content & Services
Pool of con-tent and ser-vices readily used
“The simplest user interface.” – Steve Jobs
• Content Access/Storage
• Device Connectivity
“Automatic and effort-less” cloud service
Seamless shar-ing with other Apple Devices
New entrants who will try to change the rule of the game is a potential threat,especially Apple TV
Apple TVSony 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 leverag-ing Sony pictures
• Separate platform from Google TV
PRODUCT STRATEGY: Competition
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PRODUCT STRATEGY: Samsung vs Competition
※ Source: Competitor Intelligence from Product Strategy team Strong
Exis
tin
g
Pla
yers
New
En
tran
ts
Com
pan
y
AC
om
pan
y
G
Interac-tion
Content Evolution Picture Design Conver-gence
Voice and Motion con-trol in ‘magic con-trol’
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 compre-hensive voice control
To leverage ‘iTunes’ con-tent base
No signature servicesAndroid mar-ket expan-sion to TV
N/A
Potential to introduce on Google plat-form
To leverage ‘iCloud’ ser-vice and ‘Air Play’
Narrow bezel but no arch flow stand
N/A
N/A
Potential D2D shar-ing b/w Sony De-vices
DLNA
N/A
N/ATo utilize Android plat-form
Aver-age
Weak
Heritage over picture quality , continues with Bravia engine
No strength in picture quality
Pushed Monolithic design with little suc-cess
Com
-p
an
y X
Com
-p
an
y B
Sam
su
ng Evolution Kit
New fea-tures/content ev-ery year
Signature services
Superior local Killer apps
Finest pic-ture quality with Micro Dimmingtechnology
Super Nar-row bezel with arch flow stand
AllShare play service between multi-Sam-sung de-vices
Voice and Motion control
Face Recogni-tion
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
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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 All-
Share
Smart In-teraction
• Voice/Motion control &Face recognition
• Market’s 1st Evolution capa-bility to make your TV New every year
Smart EvolutionD
evic
e/
UX
Con
ten
t
Sam-sung
Apps /
Smart Hub
Con
ten
t
• Focus on communicat-ing Appsand Smart Hub Services
In 2012, Samsung Smart TV will achieve ‘unrivaled differentiation’ throughdevice/UX innovations and unique and relevant content
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a. WHO Smart TV Target
b. WHAT Unrivaled differentiation of our positioning
MARKETING PLAN : WHO
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• Seek new value added features (connec-tivity, content) & benefits that enhance the total TV experience
• Willing to spend above average
• Combines male youngster and oldies like-wise, 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
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a. WHOSmart TV Target
b. WHAT Unrivaled differentiation of our positioning
MARKETING PLAN : WHAT
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2012 Communication Strategy
“El Futuro de la Televisión, HOY”
MARKETING PLAN : WHAT – Communication Strategy
15/45
2012 Samsung Smart TV communication should;
Deliver on the business objective of ‘Beyond Comparison’
Drive innovative brand image through technology leadership posi-tioning
1
2
3
Business Objective
BrandImage
Call to Action
1 2 4
‘Beyond Comparison’ Innovative Tech.Leadership
Experiencing & Purchasing
The Future of Smart TV NOW
CTV Cate-gory
Position-ing
3
‘Transforming viewing together’
Reinforce Category positioning3
Communicate call-to-action of experiencing & purchasing new Smart TV
4
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Smart ContentSmart Interaction Smart Evolution
• Evolution Kit• Voice control
• Motion control
• Face recogni-tion
““El Futuro de la Televisión, HOY””
• Family Services (Family Story, Kids, Fitness)
+ Locally relevant Appli-cations (+1,400 Apps globally)
+ AllShare play
MARKETING PLAN : WHAT – Communication Strategy
16/45
“The Future of Smart TV, NOW” will be delivered by;
Key Message
‘Make your TV new, ev-ery year’
Highlighting Smart Interaction and Smart Content
And Smart Evolution (Make your TV new, every year)
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Confidential
Thank you.