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Category Management Report

Tablet' Brands Word of Mouth Assessment (August 5, 2011) This monthly review of the tablet's segment of the market is the result of an online market research conducted by Amplified Analytics. This information is based on the results of customer feedback analysis of 8,241 tablet customers who published their experiences online on or before August 5, 2011. The chart below shows the Word of Mouth Share for 10 top tablets, in terms of their customer's satisfaction (CSI), currently available for purchase.

The satisfaction scores are produced algorithmically using Opinion Mining software for analysis of customer feedback, published by customers online, and not based on answers to any bias-induced questions of a survey. No customer was ever contacted by us to solicit their opinions. Survey is not our business. We selected the smaller group of tablets (6), that evenly represent Android and proprietary operating systems, to discover more detailed attributes of customer experience with these products. We also decided to exclude Apple iPad2 from this comparison as its domination of the segment makes customer satisfaction comparisons meaningless – Apple brand fans seem to have their "own" market. We have no interest in the instigation of a religious war. Last month, we spotted a potential new trend in customer perception of tablet operating systems. For the second period in a row, WebOS and QNX users report higher satisfaction with their Operating System experience than Android tablets customers. However the gap between them is shrinking and we will continue to monitor whether this is the trend or just a statistical hick up.

©Amplified Analytics Inc. 206 Water Street, Pt. Richmond, CA 94801

The chart below compares leading tablets customer satisfaction with specific attributes, articulated by the customers themselves. The green line across the groups of bars represents the ‘importance’ of an attribute to the customers. See Opinion Mining methodology for details. We filtered attributes with an importance score above 1% of total opinions expressed. Reliability is the first most important specific attribute to the customers (11.7% of total opinions), but Samsung Galaxy Tab continues to disappoint their customers on the second month we measured it since its introduction. It appears that for a time being, Samsung's Customer Support (1.76%) manages to "hold the fort" exceeding customer's expectations by 8%, while it's Display (7.42%) dazzles them above their competitors.

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