Monday, July 25, 2011

Exponential growth in smartphone, tablet and connected TV sales to create opportunities and challenges for CE brands

Parks Associates and LEVEL Studios to host research and strategy webcast addressing product differentiation strategies for connected CE

Parks Associates and LEVEL Studios announced today they will host a webcast on July 28 focused on key drivers to create product differentiation for manufacturers, titled "Creating Product Differentiation for Connected Consumer Electronics."

The two firms will outline challenges created by converging CE product categories and share innovative strategies that leverage cloud services and optimize cross-device entertainment experiences. Parks Associates will present new consumer data describing usage of connected devices like TVs, smartphones, and tablets in order to anticipate and fulfill changing consumer expectations. LEVEL Studios, a leader in integrated marketing and product development, will share client insights about how brands can forge strong relationships between product and customer, deepening product loyalty and driving brand adoption. LEVEL clients include VIZIO, HP, Cisco and RIM.

“Manufacturers must carve out a new, unique position in this changing market," said Kurt Scherf, VP, Principal Analyst, Parks Associates. "These devices open several intriguing opportunities to capture content revenue. For example, an Xbox 360 is no longer just a gaming device but seamlessly serves video via integration with content from Xbox LIVE Marketplace, Netflix, Hulu Plus and other sources. Parks Associates' trend data show U.S. broadband households with connected CE are quickly becoming familiar with online options to access premium content."

In the U.S., online movies-on-demand are becoming increasingly popular. Over 50% of households with an Internet-connected TV and 41% of tablet owners are using these devices at least weekly to watch this premium content. Sixteen percent of U.S. broadband households watch video on a mobile phone on a weekly basis, and the number jumps to 36% for users under 35. The increasing connectivity of devices and pressures on average unit prices will continue to drive device category convergence and new ways for brands to engage consumers.

“One of the biggest challenges for device manufacturers and brand marketers is staying ahead of the pace of device innovation. Manufacturers are trying to figure out how to create differentiation in an ecosystem that is quickly becoming fragmented, commoditized and crowded. On the other hand, marketers are wondering how they can effectively leverage the new device ecosystem to drive business value with their marketing programs,” said Daniel Blackburn, VP of Mobile at LEVEL Studios. “We look forward to supplementing Parks Associates’ data on the changing ecosystem with our insights on how device manufacturers and marketers can effectively approach their single or multi-device strategy.”

Parks Associates and LEVEL Studios will host "Creating Product Differentiation for Connected Consumer Electronics: The Impact of Cloud Services and Improved On-Device Content Experiences" on July 28, 1 p.m. CT. Go to to register. For more information, contact, 972-490-1113.

LEVEL delivers integrated marketing and product development for global brands. Through the interplay of branded content, technology platforms and connected devices, we design a total user experience that amplifies the relationship between brand and consumer. Our methodology is proven; our behavior is adaptive.

About Parks Associates: Parks Associates, a woman-founded and certified business, is an internationally recognized market research and consulting company specializing in emerging consumer technology products and services. Founded in 1986, Parks Associates creates research capital for companies ranging from Fortune 500 to small start-ups through market reports, primary studies, consumer research, custom research, workshops, executive conferences, and annual service subscriptions.

The company's expertise includes the Internet of Things (IoT), digital media and platforms, entertainment and gaming, home networks, Internet and television services, digital health, mobile applications and services, support services, consumer apps, advanced advertising, consumer electronics, energy management, and home control systems and security.

Each year, Parks Associates hosts industry webinars, the CONNECTIONS™ Conference Series, Smart Energy Summit: Engaging the Consumer, Connected Health Summit: Engaging Consumers, and Future of Video: OTT, Pay TV, and Digital Media.

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