This document discusses emerging trends in wearable displays and their implications. It summarizes Argus Insights' research on consumer sentiment around various wearable devices. Key findings include that fitness trackers like Fitbit have gained the most consumer mindshare but reliability issues have hurt Jawbone. Flexible displays are seen as novel but may not live up to expectations in durability. Lower power consumption and good readability will be important for broader adoption of wearable displays.

1. FlexoMobiWearPorto Displays
Emerging Consumer Trends In Wearables
And Implications For Displays
Dr. John Feland, CEO

2. Page 2© 2014 Argus Insights, Inc. Confidential: Do Not Distribute
(Really) Brief Intro to Argus Insights
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Argus Insights Beat Wall Street Estimates for
Q2 2013 iPhone Sales
Copyright© 2013 Argus Insights, Inc.
Consensus
Morgan Stanley
Argus Insights
Estimate Based onApple’s Actual Q2
iPhone Unit Volume
• Mobile Phones
• Home Automation
• Consumer Electronics
• Wearables
• Appliances, Large and Small
• Consumer Services
• CPG and more!

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Does Listening to Consumers Actually Work?
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4. Page 4© 2014 Argus Insights, Inc. Confidential: Do Not Distribute
Does Listening to Consumers Actually Work?
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Apple Guides
Towards Lower
Revenue for Q1
Apple’s Q1
Breaks Sales
Records GloballyArgus Insights
knew Q1 was
going to be huge
APPL jumps 14%
within days

5. Page 5© 2014 Argus Insights, Inc. Confidential: Do Not Distribute
Wearables Being Shaped By Fiction And Fact

6. Page 7© 2014 Argus Insights, Inc. Confidential: Do Not Distribute
Novelty Versus Addiction

7. Page 8© 2014 Argus Insights, Inc. Confidential: Do Not Distribute
What makes for a successful Wearable UX?

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Competitive Landscape for Wearables
Samsung
Sony
Cookoo
Fitbit
Garmin
Jawbone
Magellan
Martian
MetaWatch
Nike
Pebble
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% Mindshare based on Consumer Buzz
FitBit Clear
Winner
Jawbone hit by
reliability and
quality issues
Garmin and
Samsung are
more niche

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First Some History – Pedometers, the first Wearable!
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5/28/05 10/10/06 2/22/08 7/6/09 11/18/10 4/1/12
ConsumerDelight(-1to1)
Fitbit-Wireless-Personal-Trainer
Go Smart By Omron HJ-720ITFFP Pocket Pedometer with Advanced Omron Health Management Software
HJ-105 Digital Pedometer - Color: Translucent Blue
Omron HJ-112 Digital Pocket Pedometer
Omron Hj-113 Pocket Pedometer, Walking Style, Black
Omron HJ-151 Hip Pedometer for Aerobic Activity
Omron HJ-303 GoSmart Tri-Axis Pocket Pedometer
FitBit was off to
a rocky start

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Consumers Want To Love Their Wearables….
• “Other functions (stop watch, team stuff, food logging) take too much fiddling
around” “
• It also has a quirky problem synchronizing - seems to need WiFi, which makes no
sense”
• “The buzzy reminder is nice so when you're being a 'couch potato' it prods you to
get moving”
• “Sleep Data is very valuable for me since I have sleep issues“
• “Extremely comfortable so you forget you're wearing it“

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Evolving Wearable Segmentation
High End
Atheletes Counter
Culture
Technistas
Obsessive
Comm
Disorder
The Rest of Us Apple

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Is Flex Next?

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Is Consumer Usage Different for Flexible Displays
• G Flex buyers end up with different usage perceptions in key areas
• Flex delight drive as much by curve as ability to bend the phone
G Flex
G2
Flex customers
discuss web surfing
more than G2
Movie watching key
use for Flex buyers
Email and Gaming are
surprisingly similar
across handsets
Flex users getting
more work done but
reading less than G2

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Some Dreams Are Not Yet Coming True…
• “specifications state “This phone may be bent flat up to 180 degrees for a
limited period of time only” … When I called LG about the fact that their
flexible phone cracked when flexed, they told me that they would never
fix a cracked screen even if it was used strictly within the specifications
When I asked them if that meant that "The flexibility of a flexible phone
was not covered under warranty...”
• “This is a top notch screen Unless, of course, you're visually impaired need
to zoom into the font until it's 72point
The curved design does the following things for me - cuts down on glare
up to 50% outside, makes the phone much more natural feeling when
being held up to the ear, makes watching movies feel truly cinematic”

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Wearable/Flexible Displays And What The Rest Of Us Need
What Users Want
• Lower power to minimize
care and feeding
• Great readability in full sun
to maximize usefulness
• Flexible form factors to
bend to user’s will
• Rich colors for even richer
communication and content
snacking
• Packaged in a device for less
than a Rolex
What is Likely
• Power consumption will
drive broader adoption
• Readability prioritized over
color displays
• Flexibility a key delighter at
the right price
• Broader adoption will be
driven by yet understood
killer app
• Displays will be at the
center of the experienc

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