Smartwatch Market Segmentation Case Study

The Dominance of Intel in the Chip Industry

Intel has dominated the computer chip industry. Beginning with the iconic advertising campaign “Intel Inside,” the company has created a large market for powerful processors. This has allowed Intel to charge high prices to computer manufacturers (e.g., Dell, HP) who needed the best processor chips for personal computers and industrial mainframe servers to meet buyers’ expectations. Along with Microsoft, Intel has also captured a large percentage of profits in the modern computer revolution. But Intel, enjoying its success in PCs and mainframes, missed the rise of smartphones, where companies like Qualcomm and Samsung placed their mobile communication chips. The latest astronomical rise in computer chips has come from graphic processing units (GPUs), which were originally designed by companies such as Nvidia for high powered visual requirements in applications like video games. Now GPUs are being put to use for deep-learning, artificial intelligence and computer vision, machine learning, and self-driving cars. In 2016, with AI and Tesla placing multiple GPUs in every car manufactured, Nvidia’s stock price has more than tripled. During the same period, Intel’s stock price has increased by only 8%. To look for growth, Intel has set its sights on the forthcoming “internet of things” market in which previously ordinary items (e.g., refrigerators, factory machinery) will be full of sensors and connected to the internet. One such category is the smartwatch, an advancement that replaces the traditional wristwatch with capabilities far beyond functional timekeeping.

While the origin of computer interfacing wristwatches can be traced to the Pulsar brand in the 1970s, retail markets have been negligible due to data, storage, battery, and connectivity limitations. It was not until 2013 that the TrueSmart watch by start-up Omate reached the full operational capability of the present-day smartwatch. Smartwatch sales are rapidly increasing. More than 30 million were sold in 2015, and 2017 sales projections surpass 66 million units worldwide. Samsung and Apple entered the market in 2014 and 2015 respectively, largely targeting their smartphone customers. In addition, Google, Microsoft, Sony, and Toshiba have joined at least 30 other companies currently offering smartwatches. Opportunities for the modern smartwatch include products that act as companions or standalone alternatives to smartphones, fitness tracking and enhancement monitors, and diagnostic and medical health reporting devices.

Based on your data analyses:

1. How many distinct and meaningful segments are present in the market? Please determine the number of distinct segments present in the market as represented in the current respondent sample.

2. How would you describe each identified segment? Please provide a detailed description of each identified segment using the variables in the data set (e.g., their mean values). Based on the segment characteristics, create a name for each segment that captures the essence of what makes it unique.

3. Which segment should be targeted by Intel? How should Intel position themselves to compete strongly in the targeted segment(s)? Please provide a detailed discussion of each identified segment, based on the attractiveness of the segment for Intel and the strength of competitors’ offerings (e.g., Samsung, Apple, etc.). Explain the factors that you used to rate the attractiveness of each segment and Intel’s competitive strength.

4. How can the company effectively segment the market for smartwatches based on differing consumer needs?

5. From what segment(s) of the market should Intel draw customers?

6. How can Intel position itself or work with partners more strongly in these segments?