touch screen recognition survey

Touch Screen Recognition Survey

Survey Report – 3rd Week of May

May 2008

[email protected]

Displaybank’s Research Division

TEL: +82-31-704-7188 (132)

FAX: +82-31-704-7187

URL: www.displaybank.com

mailto:[email protected]

All contents of this file are copyright by the author and Displaybank2

I. Introduction

II. Analysis of Touch Screen Competitiveness

III. Touch Screen Mobile Phone

IV. Touch Screen Utilized Application

V. Displaybank

Contents


I. Introduction1. Survey Design

2. Major Survey Categories


Research Methodology Off-line Survey

Respondent Criteria Displaybank’s Touch Screen Panel Seminar Attendee

Area Covered South Korea

Research Period Apr, 2008

Sample Size N=218

Objective

This survey targeted the attendees of Displaybank’s seminar, “Touch Screen Panel Applications & Technologies” in order to measure the strength and marketability of Touch Screen.

The end result of this survey would benefit the industry related to the Touch Screen device for measuring the consumer needs and the result is aimed to be utilized as basic resources for later in-depth surveys.

Method

Survey Design


Touch Screen Competitiveness• The current possession status of Touch Screen

• Inconveniencies in using Touch Screen

• Touch Screen Price Premium

• Touch Screen’s Unique Selling Proposition (USP)

Touch Screen Mobile Phone (Touch-Phone)• Touch-Phone inputting device

• USP of Touch-Phone

• Purchasing intention for Touch-Phone

• [Reference] Purchasing intention for Digital Camera

Misc.• What are the possible applications of Touch Screen with marketability perspective?

Major Survey Categories


II. Touch Screen Competitiveness1. The Current Possession Status of Touch Screen

2. Inconveniencies in using Touch Screen

3. Touch Screen Price Premium

4. Touch Screen’s USP


[Base : Displaybank Touch Screen Seminar Attendees, N=218] [Unit: %]

Q. Please select product category that utilize Touch Screen from your possession.

Possession StatusPossession Status

ImplicationsImplications

• 84.6% of participants possessed Touch Screen Products

• Navigation>PMP/MP3, Mobile Phone>Game Consoles (Touch Screen and Touch-method buttons are also included)

• Misc. include UMPC, PDA and Electronic Dictionary

• 27.7% of people who possessed Touch products are surveyed to have more than 2 products

• Automobile Navigations facilitated the increased Touch Screen supply ratio and the large majority of those who own automobiles are likely to have Touch Screen navigations

• The Touch Screen ratio in mobile phones is expected to largely increase due to concentration towards instinctive UI after 2009 and new market of mobile phones with game console is expected to emerge through convergence of Touch Screen game consoles and mobile phones

•Touch-method is generally UI that is suitable for small products such as mobile phones and consumer preferences are expected to increase due to easy operation & conversational usage and stylish design

Possession Status

The Current Possession Status of Touch Screen

4.6%

12.3%

15.4%

21.5%

21.5%

64.6%

0% 20% 40% 60% 80% 100%

Misc.

Game consoles

No

Mobile Phone

PMP/MP3

Navigation


InconvenienciesInconveniencies


• 96.3% of those who owns Touch Screen products have answered some inconveniencies in using the product

• The order was malfunction>Character Input>UI

• Misc. included slow response time after touch

• For malfunctions, major malfunctions are viewed as low experience level of people’s using touch screen product, not necessarily through faulty products

• Lacking study of touch function in menu screen and difference from existing key pad types are explained to be reasons for Character Input inconveniencies

• People showed inconvenience using computer terminals that utilize Touch-method due to non-response for any inputting

• Encompassing further improvements for the later UI have surfaced as important aspect and attempts to increase preciseness through indirect Touch-method utilizing pen and laser pointer is expected

Inconveniencies

Q. Please select 2 categories for inconveniencies in using Touch Screen products

Inconveniencies in Using Touch Screen


2.5%

7.4%

19.8%

37.0%

54.3%

79.0%

0% 20% 40% 60% 80% 100%

Misc.

Nothing

Multi Touch

UI

Character Input

Malfunction


Q. This question is to investigate Touch Screen Price Premium. When identical products are available, What % of premium would you give to the product with Touch Screen?

[Base : Displaybank Touch Screen Seminar Attendees , N=218] [Unit: %]

Premium %

Less than 10% 33.8%

10~15% 26.2%

15~20% 10.8%

20~30% 9.2%

Over 30% 20.0%

LaptopLaptop Game ConsoleGame Console

PMP/MP3PMP/MP3 Mobile PhoneMobile Phone

Price PremiumPrice Premium

• Laptop : Less than 10%>10~15%>Over 30%

• Game Console : Less than 10%>10~15%>Over 30%

• PMP/MP3 : 10~15%>Less than 10%>Over 30%

• Mobile Phone : 10~15%>Over 30%>20~30%

Premium %

Less than 10% 27.7%

10~15% 22.1%

15~20% 12.4%

20~30% 16.9%

Over 30% 20.9%

Premium %

Less than 10% 24.6%

10~15% 29.2%

15~20% 12.3%

20~30% 13.8%

Over 30% 20.0%

Premium %

Less than 10% 17.8%

10~15% 23.1%

15~20% 19.2%

20~30% 20.0%

Over 30% 19.9%


• Average 10% of price premium is given throughout each applications

• Higher price premium was given to mobile phone, and this is analyzed as people are willing to pay more if Touch Screen is equipped in mobile phone

• The reason for premium differences between different applications is the merit of keeping the screen bigger for small equipments when Touch Screen is applied and higher premium is given when Touch-method wholly replaces the existing input method

Touch Screen Price Premium


Q. Please select 2 merits of product that has Touch Screen.

Touch Screen USPTouch Screen USP

More display space>No other input device necessary>Stylish Design


• As Touch Screen is equipped, Display area can extend to the keypad area such that it leads to efficient display use as well as stylish design

• The reason why people prefer Touch-method from the design perspective is that other input devices or buttons are simplified in a way to pursue Minimalism, a trend for pursuing a simple design

• The press materials for the recent Touch Screen product implement such USP

Touch Screen USP

Samsung, Instinct SPH-M800 Wibrain, B1L Sony, T200

Bigger and thinner display leads to more popularity

Digital products at the tip of the finger “tap, tap…” popularity adds to Touch Screen products

Digital is felt through a finger tip

“Touch, rather than punch” Index finger users rise

Cole digital meets arm analog

Press Releases Press Releases

Touch Screen USP


1.7%

16.7%

16.7%

53.3%

55.0%

56.7%

0% 20% 40% 60% 80% 100%

Misc.

Various UI

Fast Deviceoperating speed

Stylish Design

No other input devicenecessary

More display space


III. Touch Screen Mobile Phone

1. Touch-Phone Input Device

2. Touch-Phone USP

3. Purchasing Intention for Touch-Phone

4. [Ref.] Purchasing Intention for Digital Camera


[Base : Displaybank Touch Screen Seminar Attendee , N=218] [Unit: %]

Input DeviceInput Device

• Not Necessary>QWERTY(keyboard)>Pen

• Misc. include 3D gyro mouse


• 33.8% of “not necessary” additional input device indicate people’s willingness to enjoy Touch-Phone even if it is inconvenient, and any inconveniences are needed to be improved in later UI

• QWERTY keyboard is combined with Touch Phone in the Northern American market where extremely low preference exist for a big, complex method to be on sale as premium mobile phone and it solves the problem of character input in Touch-method

• Distinguishing points through easy usage of Touch input is considered to be important

Input Device

Q. The current Touch-Phones that are in domestic market are a full Touch mobile phone which other input devices are not necessary. Which additional input device do you think is necessary if any?

LG, Voyager (Touch +QWERTY) LG, Glimmer (Touch +keypad) Directron, 3D gyro mouse

Touch-Phone Input Device

QWERTY Keyboard

30.8%

pen21.5%

Keypad13.8%

Not Necessary33.8%


Touch-Phone USPTouch-Phone USP

• Surfing Internet>Editing Picture and Video>Electronic Diary

• Misc. include UI only for Touch-Phone (Touch sensor)


• Internet function and editing picture/video were considered highly recognized functions which was analyzed to be caused by recent Touch-Phone advertisement

• Selecting electronic diary was influenced by a digilog, and it provides feeling of actually writing a diary and easier in editing scheduler

• Simply adding Touch Screen support function is not going to maximize Touch-Phone’s merits such that various functional development is necessary considering Touch-Phone

• UI that can emphasize the Touch-Phone usage and various contents are required for development

Touch-Phone USP

Q. Please select two functions which maximize Touch function in a mobile phone.

Touch-Phone USP


1.6%

15.7%

31.5%

40.9%

42.5%

67.7%

0% 20% 40% 60% 80% 100%

Misc.

Text send/receive

Game

Electronic Diary

Editing Picture andVideo

Surfing Internet


Haptic PhoneHaptic Phone

• “Touch and it Shall Respond”

• Emphasis on Touch sensor

• Multi UI

• Mutual Response is maximized for mobile phone with user perspective

Touch Web PhoneTouch Web PhoneBeauty PhoneBeauty Phone

• “See World through Me Emphasis on Image Edit

• Emphasis on Camera Function

• Appeals to Female Users

• “Enjoy Internet same as PC”

• Emphasis on Internet Phone Recognition (“OZ” Service)

• Emphasis on Web Full Browsing

Touch-Phone USP – Examples of Advertisement


Touch-Phone USP – Each Company’s UI

• Apple’s next generation UI, “Advanced Multi-Touch” is in development and known to utilize maximum 4 fingers and is expected to be applied to iPhone, iPod, and MACBook

AppleApple

• Widget method UI through Drag & Drop, Hap tics (vibrate feedback) function utilized in order to enable fun and emotional, “TouchWiz’” UI

Samsung ElectronicsSamsung Electronics

W420 P720(Armani Phone)

• 3” entire Touch Screen is used and two LCD equipped in front distinguish what is operated in upper and lower LCD and equipped with UI that enables users to create favorite menu

LG ElectronicsLG Electronics

• Mitsubishi- Touch Screen utilizing Dual Screen that is equipped with two QVGA screens composed with new UI for applying all functional aspects in a produced inner application

•Nokia- Nokia is heavily researching on Touchless Touch Interface that controls terminal without actually Touch

Nokia/MitsubishiNokia/Mitsubishi

3D Touchless Device Control InterfaceMobile World Congress 2008LG-KF600, LG-KU990, LG-KF700


[Base : Displaybank Touch Screen Seminar Attedee , N=218] [Unit: %]

Intention to Purchase touch-PhoneIntention to Purchase touch-Phone

• want to purchase>Very much so>Somewhat

• Generally 81.5% had some intention for purchase


• Touch phone in mobile phone market is expected to be huge and survey backs this forecast

• People who already had experienced Touch-method showed their intention for re-purchase and this is due to people who had learned the merits of Touch-method are most likely to re-purchase

•Haptic phone has sold around 100,000 units currently and Beauty phone that came out earlier has sold 200,000 units

Touch-Phone Purchase Intention

Q. Do you have intention to buy Touch-Phone for your next mobile phone purchase?

Intention to Purchase Touch-Phone

Market ForecastMarket Forecast

• Touch Screen terminal market is expected to rapidly expand through 2007’s iphone and PRADA phone that targets main stream market

• According to Displaybank, 6 billion units (36%) out of 17 billion units of expected manufactured terminals in 2010 would be Touch Screen supported terminals

Highly unlikely3.1%Don’t want to purchase

1.5%

somewhatI 13.8%

Very much so 15.4%

Want to purchase66.2%



Purchase Intention for Digital CameraPurchase Intention for Digital Camera

• want to purchase>somewhat>very much likely/very much unlikely

• overall, 58.5% gave their intention to purchase


• 58.5% of participants said to have intention to purchase for Touch Screen digital camera that new market creation for Touch Screen is possible

• The intention to purchase ratio is lower than Touch-Phone since people have not experienced digital camera with Touch Screen application such that they couldn’t be sure of practical use of such product

• Active PR is needed for recently debuted Touch Screen digital camera

Purchase Intention for Digital Camera

Q. Do you have intention to purchase digital camera with Touch Screen application for your future digital camera purchase?

[Ref.] Intention to Purchase Digital Camera

Sony, DSC-T2

PR Examples PR Examples

Panasonic, FX520

• Digital Camera is now equipped with “Touch Screen”

• Touch Screen Digital Camera “even adjust focus”• Digital Camera adjust focus through Touch of a subject

• Digital Camera, “Pixel” is gone as “window” emerge

Kodak, V1273

somewhat,33.8%

Want to purchase52.3%

Very much likely 6.2%

Don’t want to purchase6.2%

Very much unlikely 1.5%


Touch Screen Utilized Applications

Touch Screen Utilized Applications

TV & PCConsumer Electronic

Mobile Phones & AV

Misc.

Small Laptop Refrigerator Navigation Electronic Board

Laptop Inter-phone Mobile Phone Restaurant Menu

PC Monitor Digital Door Lock Game Console Table PC

TV Remote Light Switch PMP Calendar

Large Sized TV Washing MachineElectronic Picture Frame

Copier

Air Conditioner MP3Games in Game Room

Projector Microwave Camera/Camcoder Printer

N/A Home Phone Audio Fax

Small-Medium Sized TV

N/A DVD/BD Player N/A

Misc. Air Freshener Misc. Misc.

Heater Remote N/A 　

1st

2nd

3rd

TV & PCTV & PC

• Recent UMPC’s popularity within TV & PC area caused 49.2% of large share for small laptop followed by 35.4% of laptop.

Consumer ElectronicsConsumer Electronics

• Refrigerator scored 44.6% within consumer electronics section followed by 32.3% of inter-phone. This is because utilizing Touch Screen of lots of control buttons in refrigerator would enable much more merits in design perspective. Inter-phone is expected to have simple design when Touch Screen is utilized to simplify a lot of buttons.

Mobile Phones & AVMobile Phones & AV

• Many people selected Mobile phones as most needed to have Touch Screen application and navigation and mobile phone among them are marked 73.8% because 95% of navigations equipped with Touch-method and recent Touch-Phone increased PR effect. Meanwhile, applications in game console had 49.2% and this is because of Nintendo’s high popularity last year enabling more Touch applications in Entertainment area.

• Misc. had many public related products. Among them, electronic board was at highest 60% followed by Restaurant menu at 46.2%.

[Ref.]

Q. Please choose as many as product that you feel Touch Screen is needed.

Misc.Misc.


Small Laptop 49.2% Refrigerator 44.6% Navigation 73.8%Electronic board

60.0%

Laptop 35.4% Inter-phone 32.3% Mobile phone 73.8%Restaurant Menu

46.2%

PC Monitor 24.6%Digital Door Lock

24.6% Game Console 49.2% Table PC 41.5%

TV Remote 20.0% Light Switch 24.6% PMP 43.1% Calendar 23.1%

Large Sized TV 16.9%Washing Machine

20.0%Electronic Picture Frame

32.3% Copier 20.0%

　　Air Conditioner

20.0% MP3 30.8%Games in Game Room

15.4%


V. Displaybank

1. Overview

2. Customer Insight Research


“We are a Value-added Information Creator”

CEO: Peter, Kwon

Establish Date: June, 1999

Office: Korea (HQ), Japan (Yokohama), Taiwan (Taipei), China (Shanghai), USA (San Jose)

Overview


Customer Insight Research

What We DoMarket Strategies Development - Pricing, Promotion, Place, ProductTrend Forecasting - Customer, Market, Product, Technology, Media and LifestyleEvaluation - Product, Technology, Brand, Strategy, Advertising and CommunicationsMarket Opportunities for Specific Products and ServicesMarket Understanding and Segmentation New Product developmentCustom B2B/B2C Survey, Consulting, Conference, Seminar, and Event Speaking

The Strong Point of Our ServiceCategorized Knowledge - Displaybank's in-depth knowledge on a market, technology, consumers and experiences, minimizes the survey period and provides optimum resultsSpecialized Panel Group- Displaybank has been retaining a large panel group that has some 50,000 experts from the entire industry and the panel group is recognized for their ability to verify the concepts for the new products/technologies and the future trend prediction

What We’ve Done

LCD monitors market forecast by detailed specificationEfficiency of wide monitorProjector Market SegmentationAffordable prices for over 20” monitorBuying pattern of digital TVRecognition of LED LCD TVFeasibility of large size OLED displayFeasibility of Small & Medium size OLED displayDTV Design Trend forecasting

Who Prepared Allen Ji : Tel. +82-31-704-7188 (#130), Fax. +82-31-704-7187, [email protected] Yune : Tel. +82-31-704-7188 (#131), Fax. +82-31-704-7187, [email protected] Oh: Tel. +82-31-704-7188 (#132), Fax. +82-31-704-7187, [email protected]

touch screen recognition survey

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