This deck offers a brief overview of Jackdaw Research, a research and consulting firm focused on the consumer technology market. We differentiate ourselves by taking a big-picture, strategic approach to the consumer technology market, the companies which compete in it, and their business models. This allows us to see trends and predict future developments much more effectively than the traditional siloed analyst firms.

1. Introducing Jackdaw
Research
Jan Dawson
Chief Analyst
(408) 744-6244
jan@jackdawresearch.com
@jandawson

2. Jan Dawson, Chief Analyst
• 14 years of experience as a
technology analyst
• Formerly led telecoms research
at Ovum, largest non-US
headquartered analyst firm
• One of the most quoted
consumer tech analysts in the
media (see slide in appendix)
• Relationships with the world's
largest carriers, device vendors
and other major players

3. What makes Jackdaw
different?
• The default analyst model is to employ specialists in every part
of the market – smartphones, broadband, video services and so
on
• These analysts go deep in their respective areas, but they work
in silos, and can’t see the big picture
• Jackdaw takes a big-picture, strategic approach to the consumer
technology market, its players and their business models
• This allows us to identify trends and predict future developments
much more effectively than the traditional siloed analyst firms

4. Six major domains in consumer
technology
Hardware Software Content Comms Connectivity
Smartphone
Tablet/PC
Console
Smart TV/STB
Wearables
Operating
system
Productivity
Anti virus
Mobile apps
Other
Video
Music
Books
Search
Games
Text
Audio
Video
Social
Photo sharing
Wired
Cellular
WiFi
Satellite
Digital layer
Commerce
Payments
Transport
Hotels
Other Home

5. Major consumer tech companies
have expanded out of their cores
Hardware Software Connectivity Comms Content
Apple
Microsoft
Google
Facebook
Digital layer
Amazon

6. Many of them now compete
across four or more domains
Hardware Software Content Comms Connectivity Digital Layer
Amazon Kindle, Fire
Phone, TV Fire OS Instant Video,
MP3, Kindle – AT&T 3G/4G
in devices
E-Commerce
Payments
Apple iPhone, iPad,
Mac, Watch
OS X, iOS,
iLife, iWork
iTunes, App
Stores
iMessage,
FaceTime – Payments
HomeKit
Facebook Oculus, HTC
First Parse Richer News
Feed content
Messenger,
Whatsapp Internet.org Payments
Google Motorola,
Nexus
Android,
Chrome OS
Play Store,
YouTube
Hangouts,
Google Voice Google Loon Google
Shopping
Microsoft Surface,
Lumia, Xbox
Windows,
Office
Windows
Store, Xbox Skype – –

7. They employ a variety of
business models to do this
Direct Platform Advertising
Definition Sell 1st party products
to end users
Sell 3rd party products
to end users
Sell eyeballs to
advertisers
User Customer
Alignment 100% 50/50 0%
Amazon Kindles E-commerce IMDB
Apple iPhone, iPad, Mac iTunes, App Stores iTunes Radio
Facebook – Payments Core product
Google Google Business Apps Google Play Search
Microsoft Office Windows Store Bing

8. As such, they generate revenue
in very different ways
Revenue split by business model, last four quarters
100%
75%
50%
25%
0%
Direct Platform Advertising
Amazon Apple Facebook Google Microsoft

9. Vital to look at the market in a
new way – across silos
Connectivity Digital Layer
Hardware Software Content Comms
Amazon
Apple
Google
Microsoft
Samsung

10. Questions answered
• What are the keys to success in consumer
technology?
• Which companies exhibit these traits?
• What must each company do to better foster
growth and success?
• What are the most lucrative segments and niches
in the market and how can you take advantage?

11. What we offer - content
• Breaking news analysis
• A set of key companies including major carriers, device vendors, online service
providers
• One-slide analysis of the news and its implications for the company and others
• Delivered within 24 hours by email
• Company profiles analyzing assets and capabilities across major consumer
technology categories - updated annually
• Quarterly “state of the market” presentation summarizing changes in positioning,
rankings and competitiveness
• Other reports on industry topics, events etc.

12. Company profiles
• Key questions answered:
• Competitiveness across five domains
• Integration strategies
• Business models
• Prospects for growth
• Recommendations for company and competitors
• Two parts: written profile and slide-format data review

13. Companies included in
company profiles

14. Other reports in 2014-2015
• Smartwatches: Market Prospects (published August)
• The impact of changing device subsidies in the US
• The future of TV
• State of the market: connected car
• State of the market: connected home
• (suggestions welcome)

15. For further information
• I blog at http://www.beyonddevic.es and
http://www.techpinions.com
• Jackdaw website at www.jackdawresearch.com
• Twitter: @jandawson
• LinkedIn: http://www.linkedin.com/in/jandawson

16. Thank you
Jan Dawson
Chief Analyst
(408) 744-6244
jan@jackdawresearch.com
@jandawson

17. Press Coverage
Note: the above represents press coverage for Jackdaw Research, since November 2013.
A listing of press coverage may be found at http://jackdawresearch.com/in-the-news/