Armageddon Battle : Apple iPhone 5 vs. Samsung GALAXY S III --Netizen Opinion Analyze on iPhone 5 and Samsung Galaxy S III By Ipsos Social Listening NFC Mobile PaymentпјЊAre You Ready? Click-through Rates, Can we just move beyond this? 益普索大дёеЌЋеЊє Dec. 2012, 103rd Issue Ipsos Won Prize at the "French Businesses in China" Awards Ipsos Arrives in Kazakhstan! New Deep See Navigation for Sales Forces with Initial Launch in Ipsos AP Ipsos and Sina Jointly Released “Microblog White Paper of Happiness” to Decipher the Formula to Happiness Ipsos InnoQuest Establishes the New Innovation Performance FrameworkпјЌNine Drivers of Success to Maximize Innovation Potential 益普索调查 Ipsos survey Armageddon Battle: Apple iPhone 5 vs. Samsung GALAXY S III --Netizen Opinion Analyze on iPhone 5 and Samsung Galaxy SIII By Ipsos Social Listening By пјљ Connie Li | Executive Director of Ipsos Digital in Greater China Angela Huang | Ipsos Social Listening Research Director Doris Zheng | Assistant Research Manager of Ipsos in Greater China Since the launch of the iPhone series by Apple in 2007, Nokia and other big names such as Sony-Ericson and Motorola market in the future? The answer is still not clear. However, we can explore more deeply all the events that have taken place. have all become a distant memory, only after a period of five The global market research leader, Ipsos, gathered and years. Now in the global smartphone market, only Samsung analyzed online comments about the Apple iPhone 5 and can rival Apple. With increasing market value of the global Samsung Galaxy SIII by Chinese netizens from September 1st smartphone business as a whole, and the rising demand for to October 12th of this year. The purpose of this research is to smartphones in the enormous Chinese market, where the shed light on all aspects of a product during its entire life cycle number of smartphone users has reached more than 100 million (pre-launch, post-launch, marketing campaigns, pre-purchase, and is still climbing at an accelerated pace, has made China the purchase intent, purchasing experience, post-purchase, product main battlefield for major cell phone manufacturers Apple and quality, product price, etc.) and to analyze the most direct and Samsung. In June of 2012, Samsung launched its Galaxy SIII in truthful concerns raised by netizens. During this study, 604,628 China. Then, in September of 2012 Apple released the iPhone 5, and 81,582 pieces of information have been gathered in relation and thus the ultimate war on winning the Chinese smartphone to the iPhone 5 and Galaxy SIII, respectively, on the Internet. market began. Who will dominate the Chinese smartphone Social Media purchase Pathway of Samsung Galaxy S III Campaign 9% Post-Purchase 4% A piece of news about Samsung's latest ad attacking iPhone 5's functionality. Galaxy S3 unable to connect to the Wi-Fi network; will seek repair service. The phone arrived and the customer is very excited. Ipsos Ideas in Greater China is our way of informing clients about our newest, advanced research technology and our latest market research insights. It is published on the 1st of every month and is available both as a hardcopy and by email. To subscribe please contact: Ms. Glacier Xie Email: [email protected] Tel: 86-10-6588 8899 ext 1390 Fax: 8610-6588 8801 Pre-Purchase 5% Galaxy S3 is better than iPhone 5 on camera, but need further research to make decision. Positive Negative Mixed Neutral Note: Bubble size represent share of topic. Data source: Ipsos 01 益普索大дёеЌЋеЊє Ipsos in Greater China 12/2012 Purchase Intent 8% Completely disappointed with iPhone 5, I'll buy Galaxy S3. Product 11% The big screen is the most important characteristic of Galaxy S3. Price 5% “iPhone5 is going to be lauched, Samsung(Hongkong) annouced today that they will reduce the price of Galaxy S3, 16GB from 5598 HKD to 5198 HKD, 32GB from 5998 HKD to 5498 HKD…” Enthusiasm Dampens after the Product Announcement Conference and Opportunities Seized by GALAXY S III SIII, the overall tone was generally positive for Samsung when In the fall of 2012, the newest iPhone finally made its very little negative commentary on Samsung. Maybe this had appearance. Although the genius behind the Apple brand had something to do with the perceived imperfections of iPhone 5 However, among all the discussion about the Galaxy consumers were discussing whether to buy iPhone 5 or the Samsung GALAXY S III. What is worth noting is that, there was passed away, consumers still had high hopes for iPhone 5. and the complaints from netizens towards Apple. “I’m totally Before the product announcement, some 3/4 of interested disappointed by iOS 6 and iPhone 5. It is always the old style. netizens had positive or neutral attitudes towards the new Android smartphones are better. Let's go buy Galaxy SIII.” iPhone. The netizens' enthusiasm exploded when they were staying up to witness the countdown of iPhone 5’s official announcement at midnight: "iPhone 5 will be announced tonight? What kind of new features will there be? Will iOS 6 be a breakthrough? Let’s just wait and see! Will the miracle live on? I guess it will surely drive people crazy!” The long-awaited iPhone 5 was launched on September 21th of 2012. The iPhone 5 soon arrived at all major online stores, including Taobao, attracting heated discussion among netizens. However, more than half of the netizens expressed their disappointment after the product announcement conference. They saw no big changes compared to the previous model and the lengthened screen received few favorable comments. “In the Galaxy S III Launches Competitive Campaigns and Gains Slightly Better Market Position to iPhone 5 During and After Marketing Activities Four days after the announcement of iPhone 5 on September 16th, Samsung launched its new advertisements aimed at attacking the competitor. This kind of offensive marketing technique caused a sensation and attracted more potential buyers to the Galaxy S III. Of course, this was also to some extent due to the disappointment experienced by consumers after the new Apple failed to live up to expectations. Jobs-era, Apple was the global leader in appearance design Although GALAXY S III won the hearts of the netizens and development philosophies, but now? There isn’t too much to some extent, this offensive marketing technique did not win change in its appearance and no new features. The bigger the recognition of all. Attempts to attack competitors is not screen is in response to the trend set by other brands and the smartest marketing method because it might also cause ignores the size with the best user experience.” Some netizens some negative impact on the image of the attacking brand; even became bitter because of their former high expectations and or to put it another way, he who lifts the stone to throw might said, “I do not like Apple garbage any more.” end up dropping it on his own feet. Although Apple has not Social Media purchase Pathway of iPhone 5 Purchase Intent 20% Diaoyudao Island is labeled incorrectly for Chinese in the Map App. Tell others not to purchase. Campaign 4% The song “Don't Hold On” in iPhone 5 ads is beautiful. Post-Purchase7% Purchase Experience 1% Some believe the phone is not better than 4S, and regret buying it. Went to Hong Kong to buy iPhone5, but it was not available. Pre-Launch 6% Looking forward to the new smartphone Positive Negative Mixed Neutral Note: Bubble size represent share of topic. Data source: Ipsos Post-Launch 7% Have heard of lots of negative comments after iPhone 5 was launched. For an interview or any inquiry, kindly contact: Price5% “It’ s too expensive. We can use the money to buy a square meter of house. Who can accept this kind of price?” Product23% The paint of black model could peel off. Lu Peng, Senior Manager of Ipsos GC Marketing and Communications [email protected] 益普索大дёеЌЋеЊє Ipsos in Greater China 12/2012 02 益普索调查 Ipsos survey made any official response up to now, the fans of Apple stood firm and dealt a perfect blow back to Samsung with a similar advertisement.“【Apple Fans Reacted towards Samsung’s New Offensive Ad on iPhone 5гЂ‘September 16th, 2012 In a new "iPhone 5 sold overseas have sold our Chinese islands to the Japanese while the iPhone 5 sold in China says advertisement, Samsung compared its own Galaxy S III with Diaoyu Island is part of Chinese territory. Therefore we can iPhone 5 in an attempt to make the iPhone look more like a low- say that Apple will do any thing to make money!” end smartphone. However, the defaming effort on its competitor was not the right practice for marketing this product. As a result, Apple fans quickly responded with an imitation advertisement against Samsung.” the world! Let’s boycott iPhone 5 until it returns Diaoyu Island to Mapping the Diaoyu Islands in iPhone 5’s Map App: A Misunderstanding The launch of iPhone 5 not only drew the most complaints in the product line’s history, but also hurt the national sentiments of Chinese citizens due its stand on the territorial issue of Diaoyu Island in the Apple Map app. According to our online China! Please tweet this message to more Chinese!” The main reason behind such large-scale complaints is that the launch date of iPhone 5 (September 21st) was near the anniversary of the September 18th Incident. A lot of netizens tweeted similar messages to more people and this resulted in heated discussion of the issue. study, negative opinions accounted for approximately 80% when But this boycotting action was largely due to the discussing whether to buy iPhone 5. Almost 65% of netizens misunderstanding of Chinese consumers on iPhone 5 Map app. decided not to buy iPhone 5 or appealed to other compatriots In fact, Apple had chosen different illustrations for Diaoyu Island. to boycott the iPhone 5 due the Daioyu Island issue. “Be aware, The iPhone 5 sold in Hong Kong says Diaoyu Island is within the Apple fans! The map app in iPhone 5 has sold our Chinese Chinese territory while the iPhone 5 sold in Japan says Senkaku Diaoyu Island to the Japanese. In map apps of other cell Islands are affiliated islands of Okinawa Prefecture of Japan. Some phones, the Diaoyu Island remains a Chinese territory. Just netizens verified this fact themselves. However, there are still think about it! Do not become a traitor of your motherland. I many netizens who are unsatisfied with this kind of flexible political would rather not buy American iPhone 5. Unite, Chinese all over approach when it comes to Apple's corporate business strategy and practice. They believe that Apple has done an evil thing in the name of its own business interests. "iPhone 5 sold overseas have sold our Chinese islands to the Japanese while the iPhone 5 sold in China says Diaoyu Island is part of Chinese territory. Therefore we can say that Apple will do any thing to make money!” High Price of iPhone 5 Led to a Loss in some Potential Buyers, While Galaxy Enjoyed Advantages in Price The price of the iPhone 5 almost doubled due to intensive hyping and the unavailability of iPhone 5 at the early stage in the Chinese market. "Hong Kong Price (16G): 7350; Hong Kong Price (32G): 8300; Hong Kong Price (64G): 9500.” The high price of the iPhone 5 has resulted in a loss of purchasers. “It’s too expensive. We can use the money to buy a square meter of house. Who can accept this kind of price?” Considering these circumstances, the price of Samsung Galaxy SIII looks much more attractive. Additionally, the price of Galaxy SIII was further reduced. “iPhone5 is going to be lauched, Samsung(Hongkong) annouced today that they will reduce the price of Galaxy S3, 16GB from 5598 HKD to 5198 HKD, 32GB from 5998 HKD to 5498 HKD…” A lower price is definitely a good thing for the netizens. 03 益普索大дёеЌЋеЊє Ipsos in Greater China 12/2012 /RR[YZXGZOUTUT0GVGTKYK\KXYOUTжѕќ .UTM1UTM\KXYOUTжѕќ;9'\KXYOUTO6NUTK3GV'VV /RR[YZXGZOUTUT0GVGTKYK\KXYOUTO6NUTK3GV'VV When you input “Diaoyu Island” and search, the map will only give you the longitude and latitude, and detailed location information of Diaoyu Island, but the name of it will not appear. When you search for details, there is no name or address either. /RR[YZXGZOUTUT.UTM1UTM \KXYOUTO6NUTK3GV'VV /RR[YZXGZOUTUT;9'\KXYOUT O6NUTK3GV'VV When you input Diaoyu Island, it clearly says “Diaoyu Island, China” . When you input Diaoyu Island or Senkaku Islands, it only gives you the latitude, longitude and location of this place. There is no detail on the place or name. However, when you input Senkaku and search again, the name “Senkaku” in Japanese will appear and it says Senkaku Islands are actually where the “Diaoyu Island” is. When you search for details, it says its address is “Ishigaki, Okinawa Prefecture, Japan.” iPhone 5 Lost the War Due to Various Issues iPhone 5 is not as good as that of iPhone 4. I regret buying it.” However, the super large screen of Galaxy SIII was still the main battle cry from Samsung fans. According to our study, 11% When Steve Jobs was in charge, he did not tolerate of netizens dicussed this topic. Here are the typical comments imperfection before the launch of any major product in the market. seen: “iPhone vs SIII? I prefer the large screen of SIII.” In place However, his successor Mr. Cook has different ideas. He insisted of the iPhone 5, the large screen of Samsung has won many on launching the latest iPhone with all the bugs still in Apple’s Map hearts. app. After launch, there were also complaints on the lengthened screen, frozen screen problems, bubbling and paint chipping. "The rectangle-shaped iPhone 5 looks ugly, I will not buy it.” “The paint on black iPhone 5 models will fall off. I will seriously think about that.” Consumers may be wondering if the iPhone is now surviving on its past glory and really is without any good People worry that Apple will rely on its “cool” factor to woo netizens even in the Post-Jobs era. However, such doubts and complaints have not stopped Apple’s new features. According to our online opinion study, 25% of the iPhone 5 sales from continuing to climb. Many netizens believe that Apple is just comments were focused on the product itself from pre-launch waiting for the right time to play its card. to post-purchase. And the negative tone of Chinese netizens accounted for as high as 80% within these comments. Seen as a continuation of its past glory, the iPhone 5 is inevitably compared with previous models. The general tone is that there were no big changes in the new model and the new model is even worse than previous models. “There isn’t any big Samsung has not stopped its expansion activities after replacing Apple as the largest smartphone manufacturer in the world. Currently, Chinese netizens do not think that Apple is the only option. With the strong performance of Galaxy SIII, Samsung has the potential to become the next king of the smartphone market. Samsung is no longer the Samsung of the past. difference between a white iPhone 5 and a black iPhone 4S!” Now netizens need to wait and see if the Apple is still the Apple of the “I found that iPhone 5 is not as good as iPhone 4. iPhone 5 past. only has a bigger screen and a faster processor. The quality of 益普索大дёеЌЋеЊє Ipsos in Greater China 12/2012 04 益普索调查 Ipsos survey NFC Mobile Payment Are You Ready? By пјљ Camir Wang | Research Director of Ipsos in Greater China Ada Liu | Assistant Research Manager of Ipsos in Greater China With the appearance of new openings in the rising field of mobile payments, many institutions predict that NFC mobile payments will see rapid growth in the next five years. It is also predicted that cooperation between manufacturers and operators from China’s upstream and downstream industry chain, China UnionPay, banks, third-party payment institutions, retailers and other institutions is also going to pick up momentum. To explore the attitudes and behavior patterns behind mobile phone payments in different environments and across different socio-cultural backgrounds around the world, including China, and to reveal real consumer motives, Ipsos conducted a large-scale survey of 13,461 consumers in 17 countries worldwide. The survey included 2,015 respondents from Beijing, Shanghai, Guangzhou, Shenzhen, Chengdu, and Wuhan China. The mobile payment topic from recent "Ipsos Report on Three days later, China Mobile and China UnionPay signed a Chinese Consumers' Attitudes towards Mobile Payments" was cooperation framework agreement related to mobile payment divided into three categories: non-contact mobile payment, services. The two parties plan to carry out an all-round mobile wallet payment and mobile phone networks payment. cooperation with regard to NFC mobile payment products and (See the picture below) This article focuses on the results and trusted service management platform (TSM), while they jointly analysis of the attitudes of Chinese consumers toward NFC explore mobile communication network based mobile payment mobile payment and the business opportunities present in NFC products for bank accounts through SIM cards or other safe mobile payment. carriers. Will NFC mobile payment really "catch fire" as is 3UHORKVG_SKTZ 4UTIUTZGIZ VG_SKTZ predicted? What about Chinese consumers’ use and attitude With non-contact payment or NFC, consumers can use their mobile phones to buy goods, pay service fees or make payments to others. toward NFC? Which common customer demands in the field of mobile payment are worth being addressed by enterprises in the industrial chain of NFC mobile payment? What challenges 3UHORK]GRRKZ 3UHORKVNUTK TKZ]UXQYVG_SKTZ With onboard or downloaded applications, mobile phones can be used to buy goods, pay service fees or make payments to others. Using mobile networks or the Internet, and without repeatedly inputting credit card or debit card information, mobile phones can be used to buy goods, pay service fees or make payments to others. Data source: Ipsos the ages of 16 and 54, and 72% of them were from 16 to 34 years old. 90% of the respondents used smart phones and 88% had made payments on their phones before. 63% of the respondents had used mobile Internet payment for products or range reaches about 10 cm and can be used for electronic services and 47% had used it to transfer money to others. 26% identification or data transfer. For instance, a payment can of the respondents had used NFC mobile payment. public transportation. NFC integrates the traditional security applications found within smart phones, but transforms it into 05 The male to female ratio of the 2,015 Chinese consumers that accepted Ipsos interviews was 49:51. They were between frequency wireless communication technology. Its available tapping the stations that appear in shops, restaurants or on Lu Peng, Senior Manager of Ipsos GC Marketing and Communications [email protected] Challenges and opportunities both exist NFC (Near Field Communication) is a short-range high be made by placing a cell phone near the NFC terminals or For an interview or any inquiry, kindly contact: will NFC mobile payment encounter? the “wallet” that can replace bus cards, bank cards, or other non-contact smart cards; and thus freeing people from carrying numerous cards and making business transactions easier. Ipsos segmented the Chinese respondents payment behavior into three groups: “small payments of RMB 100 or less”, “medium-sum payments (RMB 100-500)”, and “personal intermediate payment (pay or transfer to others)” (See Figure I, Figure II, and Figure III). In “small payments of RMB 100 or less”, 7% of the respondents said they would use NFC mobile payment if they did not pay in cash. 79% said they could not On June 18th of this year, China Mobile and Shanghai use the NFC to make payments as they weren’t yet aware of it Pudong Development Bank announced that they would or not very familiar. In “medium-sum payments (RMB 100-500)” work together to launch NFC mobile phones in the future. and “personal intermediate payment (pay or transfer to others)”, 益普索大дёеЌЋеЊє Ipsos in Greater China 12/2012 7% of the respondents said they would use NFC mobile consumers are still quite cautious of NFC due to it being a new payment and 77% said they weren’t yet aware of it or not very technology. It was particularly noteworthy that as a result of familiar. In general, the Ipsos analysis showed that about 7% of the very limited understanding of this technology and the slow Chinese consumers are willing to try the new NFC payment, but dissemination of information, nearly 80% of the respondents mainly for small-sum payments (below RMB 500), indicating that took a negative stance when asked of their likelihood to use Figure I Small payments of RMB 100 or less shopping card cash All the small payments 31 1 29 lakala debit card 2 8 18 Signature, chip card and PIN code sweeping NFC sweeping 7 credit card 16 3 NFC NFC mobile label payment payment pre-paid travel through ticket 2 online payment 0 26 12 23 28 17 online computer payment smart phone applications Please rate your efforts made before to try mobile payment from 0 to 10. 'XK_U[YGZOYLOKJ]OZN_U[X I[XXKTZSKZNUJULVG_SKTZ% Will you choose non-contact payment? other payments 1 8 10 9 8 7 85 21 If you were able to use phones to make payments in the past, how much effort would you like to spend in order to try this new function? 10 9 8 7 6 6 5 4 3 5 5 4 3 2 I will not choose it, as it can't make the payment. 59 I will not choose it since I don't know what it is. 2 1 10 4 SMS other payment payments Have a try Satisfaction Possibility to use non-contact payment I may choose it, but can't operate it. on credit online phone payment If you don’t pay in cash, possible to choose… I may choose it, but don't like it. savings card 1 0 3 Data source: Ipsos Average 0 Less effort 2.7 2.9 Figure II Medium-sum payments (RMB 100-500) 'RRZNKSKJO[SY[S VG_SKTZ cash shopping card lakala 31 3 2 debit card credit card 12 savings card 33 pre-paid travel through ticket 3 online payment on credit 0 other payments 13 3 /L_U[JUTZVG_OTIGYN_U[]ORRINUUYKИ� 62 12 Signature, chip card and PIN code sweeping NFC sweeping :NOYVG_SKTZOYИ� 6 )UT\KTZOUTGRVG_SKTZ 9OTMRKVG_SKTZ Possibility to use noncontact payment I may choose it, but can't operate it. Data source: Ipsos 'XK_U[YGZOYLOKJ]OZN_U[X I[XXKTZSKZNUJULVG_SKTZ% 84 Almost every day 4 Less frequent 12 7 online computer payment 4 5 smart SMS other phone payment payments applications Please rate your efforts made If you were able to use phones before to try mobile payment from 0 to 10. to make payments in the past, how much effort would you like to spend in order to try this new 15 22 Twice or three times per week Each month 12 4 Each week 61 11 online phone payment 10 9 8 7 How often do you pay in this way? Every day 18 I will not choose it, as it can't make the payment. I will not choose it since I don't know what it is. 94 3 Have a try Satisfaction Payment frequency Will you choose non-contact payment? I may choose it, but don't like it. 7 NFC NFC mobile label payment payment 33 function? 6 5 4 10 9 8 7 6 5 4 3 3 2 2 1 1 14 11 0 3 Average 2.6 Less effort 0 2.6 益普索大дёеЌЋеЊє Ipsos in Greater China 12/2012 06 益普索调查 Ipsos Survey Figure IIIPersonal intermediate payment (pay or transfer to others) All the personal intermediate payment: cash shopping card 49% 1% lakala debit card credit card savings card pre-paid travel through ticket on credit online payment other payments ordinary transfer / remittance E-bank transfer 1% 14% 9% 2% - 0% 8% 1% 4% 9% If you don’t pay in cash, you will choose… 39 9 Signature, chip card and PIN code sweeping 7 NFC sweeping This payment is… NFC mobile payment 5 NFC label payment 24 Single payment Conventional payment 34 online computer payment I may choose it, but can't operate it. Almost every day 3 I will not choose it, as it can't make the payment. I will not choose it since I don't know what it is If you were able to use phones to make payments in the past, how much effort would you like to spend in order to try this new function? 10 9 8 7 6 80 15 Each week 61 2 5 4 5 4 3 2 6 14 Each month 13 10 9 8 7 6 3 4 Twice or three times a week Less frequent 6 before to try mobile payment from 0 to 10. How often do you pay in this way? Every day 4 SMS other payment payments Please rate your efforts made Payment frequency Will you choose non-contact payment? I may choose it, but don't like it. 11 smart phone applications .G\KGZX_ Satisfaction Are you satisfied with your current method of payment? 76 Possibility to use noncontact payment 17 online phone payment 2 1 1 36 0 4 38 Data source: Ipsos Average 0 Less effort 2.4 2.9 Note: I may choose it, but cannot operate it. I used it, but failed. I will not choose it, as it can't make the payment. I don't use it because there I have no need for it. I will not choose it since I don't know what it is. I don't use it and I haven't heard about it. (See Figure I, Figure II, Figure III) NFC. Therefore, all parties in the mobile NFC value chain and segments, i.e. “leisure / entertainment (hotels, bars, clubs, etc.)” and “gas”, all at 8%. All kinds all the people using or likely to use NFC mobile payment in of indicators were high in “personal intermediate payment (pay or transfer to others)”, and in the future should jointly undertake to improve the technology’s particular, consumers showed the highest willingness to use NFC mobile payment for “personal visibility, so that more and more Chinese consumers become services (plumbers, cleaners, nannies)”, or 13%, and the proportion for “gifts / subsidies / cost aware of this simple and convenient payment method, freeing of living of family members and friends” and “compensating for others / repayment for co- more people from the tedium of carrying a wallet full of cards. payments” reached 7% and 8% respectively. Ipsos further divided the three types of payment behavior Therefore, mobile phone and POS machine manufacturers, payment operations platform based on the topic “If I don’t pay in cash” to tap the use of (CUP, telecom companies, banks, third-party payment institutions) and retail operators could NFC mobile payments in people’s daily life, so that operators work together to create a situation that would benefit everyone. If possible, this cooperation from China’s upstream and downstream industry chain can would serve to develop the following potential large consumer market segments (see Table make targeted investments and realize a win-win scenario with IV), so that when making payments, consumers would consider the convenience of and get consumers. According to the results of the survey, if they were practical experience on how to do NFC mobile payment, develop spending habits, and expand not paying in cash, 7% of consumers said they were willing to them to other areas of consumption, while at the same time effectively forming a word-of-mouth use NFC mobile payment to complete transactions required phenomenon. in their daily consumption. The possibility to use NFC mobile payment in various aspects of daily life converged between Types of consumption 6KXIKTZGMK was completed, Chinese consumers would instantly feel how 9SGRRVG_SKTZYUL83(UXRKYY 7 convenient the “sweep and pay” method is and further, would 6[XINGYKULTUTLUUJJGOR_TKIKYYOZOKY 9 be willing to use NFC mobile payment in other types of daily *G_ZUJG_ZXG\KRUXIUSS[ZK 9 3KJO[SY[SVG_SKTZY83( 7 2KOY[XKKTZKXZGOTSKTZ 8 -GY 8 )RUZNOTMYNUKY 5 cigarettes, drugs, etc.)” and “day-to-day travel or commute”, 6KXYUTGROTZKXSKJOGZKVG_SKTZ 7 -OLZYY[HYOJOKYIUYZULRO\OTMULLGSOR_SKSHKXYGTJLXOKTJY all up to 9%, which also indicated a great market potential. In 7 )USVKTYGZOTMLUXUZNKXYXKVG_SKTZLUXIUVG_SKTZY 8 “medium-sum payments (RMB 100-500)”, consumers showed 6KXYUTGRYKX\OIKYVR[SHKXYIRKGTKXYTGTTOKY 13 consumption activities. In “small payments of RMB 100 or less”, consumers showed the highest intention to use NFC mobile payment for “non-food daily necessities (such as newspapers, magazines, the highest intention to use NFC mobile payment for two market 07 6KXIKTZGMKLUX+GIN:_VKUL)UTY[SVZOUT 5% and 9%. It showed that once a NFC mobile payment 益普索大дёеЌЋеЊє Ipsos in Greater China 12/2012 Data source: Ipsos Click-through Rates, Can we just move beyond this? By пјљ Alan Thompson | Ipsos ASI, Vice President, Digital Product Development Caryn Brouwer | Ipsos ASI, Vice President, Digital Strategy There's never been a better time to be in advertising, and there's never been a worse time. -- Aaron Reitkopf, North American CEO of digital agency Profero Measuring the impact and efficiency of digital communications must move beyond measuring click through rates, and other readily available behavioral metrics, for brands to properly understand the success or failure of their campaigns. Metrics like click through rates, although easy to measure, are only one piece of the puzzle. What about the branding and imagery the ad provides and the impact it can have on the viewer? And as click through rates continue to fall even lower, one even has to stop and wonder, how many of those clicks are from people who accidentally clicked on the ad when they were trying to click on content? In order to best manage the impact of digital communications you need to account for multiple points of impact, including; your brand’s one Big Idea – the one thing that will guarantee the right impact for your brand reaching your target audience – versus the audience that happens to be there driving retransmission of your communications – to increase your potential reach and, monitoring and maximizing your investments – to know how to optimize for the future First things first: ground your communications in one Big Idea which an idea can be communicated, reinforced, and built Focusing effort on getting your brand’s strategy right is those various channels. Key is to build the touchpoints with critical for advertising efficiency regardless of medium because it your consumer in mind so that you can make your message 01 Fortunately, digital provides a very efficient means through upon, as consumers navigate around the Internet through outlines the one communication platform the brand should take. available to them when they need it and in a way that appeals Because, audience fragmentation across traditional channels to their personal needs and values, but also in a way that respects (such as TV, magazines, radio, etc.) has created a significant challenge for marketers in how they efficiently reach their target how they digitally engage with your brand and category to be most effective. audience. Even with digital there are multiple touchpoints that can be used to connect with and engage with customers and prospects from email, to search, to social, to mobile. Marketers 02 Then ensure your communications reach your target audience. must now coordinate media buys across multiple networks, With the Internet, targeting a defined audience across and deal with multiple resources, to try and reach their target a large number of websites can be very efficient and cost audience. So as your consumers constantly (and perhaps effective. But – you still need to understand what you are frequently) change channels, your communications should buying. We have noted that the large ad networks may not continue to build the right impact and brand image and in a always be as efficient as more targeted buys – because they consistent fashion. were just that – less targeted. So how can you maximize 益普索大дёеЌЋеЊє Ipsos in Greater China 12/2012 08 益普索观点 Point of View reach if you choose to run across a large ad network or with a centralized ad serving company? manner, beyond your initial target group to a much broader audience. Albert Cai, Research Director of Ipsos Digital & ASI in Greater China [email protected] 6[HROYNKX:GXMKZ8KGJ :GXMKZ*KRO\KX_ Any inquiry, kindly contact: To maximize the benefit of this, plan to place your digital communications across channels to easily facilitate sharing and retransmission. In fact, encourage sharing and Targeted ad network buy with Flash & Video Placements Publisher 1 and content that your consumers will retransmit: are your consumers interested in retransmitting humor, new Publisher 2 Ad network buy with Flash placement and less targeting Video ad network buy retransmission! Especially if you understand the messages news, interesting articles, etc? And, which of these are most appropriate for your brand or category? Finally, because digital communications create a 04 plentiful audit trail and history of every interaction an Data source: Ipsos Ensure, don’t just request,that all of your communications advertiser can have with consumers, use it synergistically (not just flash or video roll) are always in view for your target to with insight into consumer attitudes about your brand, as react to versus being below the fold. While it may result in a slightly another source of intelligence to monitor and maximize higher CPM, it will be a more efficient placement and is one your investments. You have the flexibility with digital simple step that will maximize your communications’ impact. communications to make adjustments to the media buy and flighting after launch so have the right research tools and Digital Campaign Breakthrough behavioral data to evaluate in-market performance early on so that you can make necessary adjustments to remaining spend. Aided Ad Recognition 'SUTM:UZGRK^VUYKJZU*OMOZGR The richness of data and insight available from the digital medium should be empowering – you have more data about your consumers and Total Exposed Ad network buy with Flash placement and less targeting how they interact with advertising than you might Publisher 1 Targeted ad network buy with Flash & Video Placements have ever had before. Leverage it to build future Publisher 2 Video Ad Network Buy marketing efforts that are even more effective, Data source: Ipsos produce better results, and further maximize your Finally, because consumers are constantly changing brand’s resonance. channels, be aware of who the consumer is when they show up on your website or social site, AND have as much information about them as possible. This includes what has specifically been communicated to them previously through various marketing channels (hopefully in a consistent manner), and how they responded (or did not respond) to those messages. This will help determine what the best communication should be for the next touchpoint by maximizing the relevancy to the consumer. In addition to reaching your target audience, you need to drive (and measure) the retransmission of your communications. Digital is the perfect medium to allow consumers to easily share or retransmit ideas, comments, communications etc., about a specific brand or an experience that they have had with a brand. Ensure there is the necessary interactivity like a “share this”, or “liking” comment or page, so you have the opportunity to expand the REACH of your communication, in an exponential 益普索大дёеЌЋеЊє Ipsos in Greater China Ipsos ASI is a leading global research agency specializing in advertising and brand communications. Offering state-of-the art research solutions that employ measures predictive of in-market performance, our research helps clients build stronger brands. 03 09 About Ipsos ASI 12/2012 Our areas of expertise include all aspects of advertising development and inmarket evaluation across traditional and emerging media. Ipsos ASI’s goal is to help clients deliver the right message at the right time across the right media to deliver the best return for their brand. The Ipsos ASI team of brand and communications research experts is a global community of specialists who are passionate about advertising. From concept development to production, from final execution and into post-implementation performance, we help inform client decisions at every stage of the process. To learn more about Ipsos ASI, visit www.ipsos.com/asi ж–°й—» news Ipsos Won a Prize at the 'French Businesses in China' Awards Recent days, Ipsos won bronze in the вЂ�Growth’ category of the вЂ�French Businesses in China’ awards, just behind L’OrГ©al (2nd) and Air Liquide (1st). With an average growth of 56% annually since 2000, Ipsos in now the largest market research company in Mainland China. What is the key to the success in China? For Didier Truchot, who went on stage to collect the award, “Establishing strong partnerships with local teams was decisive. As China’s strength continues to grow within Ipsos, we will start moving people to new international levels.” The new solution aligns with the wider objective of using our Business Consulting expertise to interact with sales and marketing teams. Ipsos Deep See was first developed in Asia, following the sale of two projects that were focused on the identification of B2B sales leads for clients in very different industries – medical technology and packaging. Peter Snell, CEO of Ipsos Business Consulting, explained: (CEO of Ipsos in “Whilst Ipsos Business Consulting continues to provide advice Asia Pacific) pointed out that, “Whilst to clients on vital areas such as sales channel management, initially we leveraged the portfolio of Ipsos Deep See helps to expand the offering to further embrace international clients (90% of our client the sales teams within the Ipsos client base. At the heart of base in 2000), we rapidly started working the solution is the need for our teams to stand alongside the with Chinese clients, which now account client’s sales team well beyond the execution and reporting of for 30% of our revenue. We are now in an individual project. All of this helps to give Ipsos an edge over a good position to help them grow their competitors such as TNS and Millward Brown.” Lifeng Liu businesses throughout Asia.” Colin Kinghorn, Head of Ipsos Business Consulting in the Mekong Sub-region and Indonesia, added, “Ipsos Deep See is not aimed at clients selling directly to consumers. It is a product aimed firmly at Ipsos Arrives in Kazakhstan! B2B business units and companies. What we Ipsos is now in Kazakhstan! should see are developing Kazakhstan is the largest emerging examples of Ipsos teams market in Central Asia, and has been the working with the client focus of growing interest from both global on the development and and local companies in the last 3-4 years updating of strategies – particularly Russia and Turkey. Kazakhstan also serves as a within the marketing and hub for other countries in the region: Kyrgyzstan, Uzbekistan, sales arena.” Turkmenistan and Tajikistan. Madi Aubakirov, Country Manager, said, “Central Asia accounts for 60 million consumers. The economies in the region have been showing outstanding growth rates. Market research in Kazakhstan is growing fast, supported by local and foreign companies’ needs for market understanding.” Madi started his career in brand management at P&G in 2003 before joining Samsung as Brand Manager. In his latest position, he was Key Clients Sales Director at Nisco. Our team in Kazakhstan also includes a field manager, a client executive, an office assistant, an experienced moderator, 100+ interviewers and 20 seasoned supervisors. The office has the best qualitative and CATI facilities in the country (10 stations). Ipsos and Sina Jointly Released“Microblog White Paper of Happiness”to Decipher the Formula to Happiness November 20th. The E.D. of Ipsos in Greater China Xiaoxing Zhang was invited to and attended the “Golden Kylin Forum” presented by finance.sina.com.cn. During the evening he released and interpreted findings from “Cost of Happiness – Microblog White Paper”, the results of the annual survey jointly launched by Ipsos and Sina to decipher the happiness formula. The formula reads happiness=wealth, social security, emotional recognition, universal values, room for development; and his speech revealed that housing, medical care, education and pensions have become the hottest “keywords” when people consider “happiness”. These keywords are also the “four big mountains” that affect happiness most in our modern era. Xiaoxing followed New Deep See Navigation for Sales Forces with Initial Launch in Ipsos AP speeches given by Guowei Cao, Xiaochuan Zhou and Chuanzhi Liu. Media outlets rushed to the forefront to report and comment on the release both in the forum and later in the real estate and finance forum and round table conference that afternoon. Ipsos Business Consulting has just launched a new Zhiqiang Ren and opinion leaders from all walks of life involved themselves in a lively discussion solution: Ipsos Deep See, which assists sales forces in about happiness. Ipsos GC Managing Director Helen Lee, Liang Wang from 99Bill Corporation, navigating market analysis and information. Tianyong Guo, Finance Professor of Central University of Finance and Economics and some 益普索大дёеЌЋеЊє Ipsos in Greater China 12/2012 10 ж–°й—» news .GVVOTKYY#L=KGRZN,U[TJGZOUT9UIOGR9KI[XOZ_,KKROTMUL(KRUTMOTMTKYY ;TO\KXYGR<GR[KY*K\KRUVSKTZ9VGIK what they can do to maximize the success of those innovations and their subsequent financial return,” says Jennifer Tsai, Managing Director for Ipsos InnoQuest in Greater China. “Ipsos 3GYRU]И‘Y.OKXGXIN_UL4KKJY 0[YZOIK 9[IIKYY (KG[Z_ +YZKKS ,XKKJUS ,[Z[XK 6RKGY[XK +GY_2OLK ,XOKTJY 2U\K -KZZOTM 6GXKTZY,GSOR_ )U[VRK 3GXXOKJ Sweetness ,GRROTM OT2U\K -GZNKXOTM :UMKZNKX 2O\OTM:UMKZNKX [TZOR5RJ'MK =KGRZN 9GLKZ_4KKJY ;TO\KXYGR<GR[KY 6KGIKGTJ,XOKTJYNOV ,GOXTKYY 9GZOYLOKJ )USSUTVRGIK )UTZKTZSKTZ 3GXXOGMK 9UIOGR4KKJY *K\KRUVSKTZ9VGIKНµ ,XKKJUSGTJ+W[GROZ_ 9ZX[MMROTM *XKGS 9KRLGIZ[GRO`GZOUT .KGRZN '9KTYKUL 9KI[XOZ_ ,KKROTMUL (KRUTMOTMTKYYНµ2U\K GTJ(KOTM2U\KJ 1OJY 6XUZKIZOUT 3GZKXOGR =UXQ 9UIOGR9KI[XOZ_ (OXZN 9KTOROZ_/RRTKYYGTJ*KGZN 3UTK_ ,UUJ House 9RKKV market, based on 40 years of innovation experience, and this is encapsulated in our Innovation Performance Framework. Our nine drivers of innovation success help marketers understand what they need to do in terms of choosing the right markets in which to innovate, establishing consumer demand for their initiatives, and refining the development and execution of their marketing strategies.” The Innovation Potential Framework was specifically designed to help clients understand their drivers of innovation +J[IGZOUT 6N_YOURUMOIGR 4KKJY has a strong point of view on what it takes to be successful in =KGRZN,U[TJGZOUT )RUZNOTM,UUJ9NKRZKX :XGTYVUXZGZOUT success and use them to their advantage. Built on three pillars – Consumer Demand, Market & Execution, and Marketing Force – the framework breaks out into nine drivers which are not only an Soucre: The Secret of Happiness of Ipsos representatives from the banking sector explored together the status and trends of financial innovation and reform, and discussed mobile payment in the new economy. important conceptual guide to launching strong innovations, but also a practical tool. The nine drivers can be leveraged Ipsos InnoQuest Establishes the New Innovation Performance Framework пјЌ Nine Drivers of Success to Maximize Innovation Potential To help clients win in market, Ipsos InnoQuest has developed a new Innovation Performance Framework that identifies nine drivers critical to innovation success. By using the Innovation Performance Framework as a guide, marketers will be able to focus – and control – the factors most likely to impact the success of their innovations. specific driver can be simulated to play “what if” scenarios to help marketers optimize their launches. With the Innovation Performance Framework, Ipsos InnoQuest offers clients a validated tool for understanding the market potential of their “We’ve all heard it many times—most innovations fail in market. And with so much time, effort and resources expended to develop and launch innovations, marketers need to know Ipsos in Greater China to forecast sales, and each innovations and maximizing their success. Shanghai Beijing Guangzhou Add: 31/F, Westgate Mall, No.1038, West Nanjing Road, Shanghai, 200041, PRC Tel: 021-2231 9988 Fax: 021-2231 9999 Email: [email protected] Add: 12/F, Union Plaza, No. 20 Chaowai Ave., Chaoyang District, Beijing, 100020, PRC Tel: 86-10-6588 8899 Fax: 86-10-6588 8801 Email: [email protected] Add: 17/F, CTS Center, No.219 Zhongshan Wu Road, Guangzhou, 510180, PRC Tel: 86-20-8327 8855 Fax: 86-20-8327 8858 Email: [email protected] Chengdu Wuhan Hangzhou Add: 3/F, No.138, Xiaojiahe Side Street, High-tech District, Chengdu, 610041, PRC Tel: 86-28-6666 3388 Fax: 86-28-6666 3399 Email: [email protected] Add: 10F HongKong & Macao Center, 118JiangHan Road, HanKou Wuhan, 430014, PRC Tel: 86-27-5988 5888 Fax(RSH): 86-27-5890 2288 Fax(FW&DP): 86-27-5949 2288 Add: 801 Tianyi Plaza, 829 Gudun Road, Hangzhou, 310000, PRC Tel: 0571-2805 4768 Fax: 0571-2805 4756 Emai: [email protected] Shenzhen Hong Kong Add: Room 1108, Tea Palace, MingXiang Building, JinTian Road, Futian District, Shenzhen, 518034, PRC Tel: 0755-8207 4249 Emai: [email protected] Add: 22/F, Leighton Centre, 77 Leighton Road, Causeway Bay, Hong Kong Tel: 852-2881 5388 Fax: 852-2881 5918 Email: [email protected] Add: 25/F, No.105, Sec.2, Tun Hwa S. 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