By analyzing online consumer conversation about the Windows phone, Crimson Hexagon examines why consumers develop brand affinity and why they switch brands.

1. PROPRIETARY & CONFIDENTIAL
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COMPANY & TECHNOLOGY OVERVIEW
CONSUMER ELECTRONICS

2. PROPRIETARY & CONFIDENTIAL
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BUSINESS
QUESTION: What drives consumers to abandon the iOS ecosystem in favor of
Windows Phones?
METHOD: Develop a framework for measuring consumer affinity for the
Windows Phone by performing contextual analysis of social media
conversations about Windows Phones and iPhones over a
16-month time period.
CASE STUDY: WINDOWS PHONE APPEAL

3. PROPRIETARY & CONFIDENTIAL
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FINDINGS:
A. Largest incentive to adopt Windows
Phones is the price point (27%)
B. The devices’ operating system offers
an enhanced user experience (20%)
• As expected, consumers do lament
the lack of native apps in the
Windows ecosystem (15%)
C. 15% praise the functionality and
performance of Windows Phones
relative to iPhones
WindowsPhone:ReasonstoAdopt
(1/1/12–5/1/13) 1,827,661Relevant Posts
A
WINDOWS PHONE: REASONS TO ADOPT
B
C
B

4. PROPRIETARY & CONFIDENTIAL
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“My sister’s Nokia Lumia 920 is so cool.
And the picture quality is way better than
the iPhone 5.”
-@GaryKTA
“@jrsalzman chk out the @Nokia Lumia
920 @windowsphone. Better tech than
Iphone all around. Touch screen works
with gloves. #my2cents”
-@Teskemj
“Had a good play with a Nokia Lumia 800
today. Windows Phone makes Android and
iOS look so dated.”
-@fannolhqi0
WINDOWS PHONE: REASONS TO ADOPT

5. PROPRIETARY & CONFIDENTIAL
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• The Crimson Hexagon ForSight™ platform empowers manufacturers of consumer
electronics to analyze how consumers discuss their devices ona massive scale
• Understandthecontextinwhichconsumersrecountexperiencesanddiscussthefunctionalityand
performanceofeachdevice
• Evaluatetheeffectofnewadvertisingcampaignsandmessagingstrategiesonconsumerproduct
useandbrandperception
• Priceand UX drive current appeal of Windows Phones over iOS devices
• Consumersmotivatedtoswitchecosystemsstillhaveamajorpainpointwiththelackofapps
availableonWindows
WINDOWS PHONE: KEY TAKEAWAYS

6. PROPRIETARY & CONFIDENTIAL
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Crimson Hexagon, founded in 2007, is the leading provider of analysis
software that delivers business intelligence from social media data for global
corporations. Powered by patented technology developed at Harvard
University’s Institute for Quantitative Social Science, the Crimson Hexagon
ForSight™ platform delivers the industry’s most comprehensive Big Data
analysis capabilities for a variety of large-scale data sources. Clients include
leading global organizations such as: Microsoft, Paramount Pictures,
Starbucks, Simon & Schuster, Twitter, and many more. For more information
go to: http://www.crimsonhexagon.com.
CRIMSON HEXAGON

7. PROPRIETARY & CONFIDENTIAL
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Learn More About Crimson Hexagon’s
BrightView™ Algorithm
Click Here for An Introduction To
BrightView ™ Algorithm