1. iPhone Tracker iPhone Buzz through the Lens of CGM Post-Launch Buzz: July 9 – August 9, 2007 Jeni Putalavage, Research Director Holly Harper, Research Assistant © 2007BuzzMetrics, Inc. a Nielsen Company business affiliate and may not be reproduced, distributed, transmitted, displayed, or published without the prior written permission of BuzzMetrics, Inc.

2. 2 Executive Summary  iPhone enthusiasm is waning and owners are less positive and more neutral in their online messages.  Negativity toward AT&T has diminished as people say they can deal with the service.  Hacks and controversy over “book” bills are the latest buzzed topics.

3. 3 News, Reviews & Rumors Keep iPhone Hot Online Topic 1.The “Will it blend?” iPhone video drives online discussion. 2.Kevin Chang, a Taiwan-based JP Morgan analyst, about a possible nano-sized iPhone sparks buzz and debate. 3.Consumers discuss iPhone’s scratch resistance and some plan to carry the device “naked,” or without a case or cover. 4.iPhone reviews by David Pogue of the New York Times and Walt Mossberg of the Wall Street Journal are shared and discussed online. 5.An anti-iPhone rant posted on thebestpageintheuniverse.net generates discussion. 6.Investors speculate about AAPL stock since the iPhone’s launch.

4. 4 iPhone Buzz Dissipates After Release Blogosphere Activity 1 3 4 5 1 - Zune’s launch 2 - Wii N. American launch 3 - iPhone announcement 4 - Windows Vista released 5 - Final episode of “The Sopranos” 6 – iPhone launch 2 6 As with other recent product launches and cultural events, iPhone buzz declines after launch and is now comparable to Nintendo Wii discussion levels.

5. 5 © 2007 Nielsen BuzzMetrics, a Nielsen Company business affiliate Investors Buy into the iPhone Buzz iPhone Messages and Stock Price by Week Buzz Timeline: 1.Announcement that the iPhone will be available in stores on June 29th 2.iPhone available in stores 3.Apple meets sales estimates and stories surface about the high profit margin for Apple 1 2 3

6. 6 © 2007 Nielsen BuzzMetrics, a Nielsen Company business affiliate Buzz Peaks Driven by Reviews, News & Update Number of iPhone Messages in Entire Nielsen BuzzMetrics Dataset Buzz Timeline: 1.Announcement that the iPhone will be available in stores on June 29 th 2.WWDC Apple Developer conference announcement that the iPhone will support third party Web 2.0 applications 3.iPhone to deliver up to 8 hours of talk time 4.iPhone guided tour debuts on Apple’s site 5.AT&T announces iPhone service plans and pricing 6.Initial iPhone reviews released in mainstream media 7.iPhone available in stores 8.Consumers dismantle the iPhone to estimate the cost to manufacture it. Some speculate that Apple is recording a 55% gross margin on the phone 9.Rumored plans for an iPhone Nano announced (and later rescinded) 10.Bloggers share links to iPhone rant at thebestpageintheuniverse.net 11.Safari Security Hole Revealed 12.iPhone v1.0.1 update made available 1 2 3 4 5 6 7 8 In addtion to iPhone discussion peaks from emerging news, a peak in buzz is also driven by one blogger “Maddox,” and his rant about the iPhone.. 9 11 12 10

7. 7 Partner Buzz Increases After Release Number of Messages Mentioning iPhone + Related Brands in Entire Nielsen BuzzMetrics Dataset Pre and Post Release With declining iPhone discussion, associations between iPhone and other brands dwindles during the one- month timeframe compared to the post-launch, one-week period.

8. 8 AT&T and Verizon Most Connected to iPhone Number of Messages Mentioning Service Providers and iPhone AT&T continues to be the carrier most closely associated with iPhone. Verizon has nearly one-third of the associations with iPhone of AT&T. Consumers continue to discuss Verizon’s choice to decline the iPhone offer from Apple, Verizon’s coverage and use of 3G/EVDO technology, and the LG Prada, Verizon’s potential “answer” to the iPhone.

9. 9 Initial Enthusiasm Dips For iPhone Owners Sentiment toward iPhone After Purchase After the excitement dies down, iPhone owner sentiment is more balanced across sentiment categories. Messages lacking opinion include discussion of a variety of topics including use of online 3 rd party applications, protective accessories, troubleshooting tips and questions about functions. Top Positive Drivers Functions: E-Mail, WiFi, Web Access, Camera Design/Form Factor Positive Comparisons Blackberry/Treos Other handsets Top Negative Drivers E-Mail Functionality, Lacking Features AT&T: EDGE Coverage & Exclusive Contract Scratches Camera Quality Note: n= 100 messages about “my iPhone” from 6/29-7/8/2007 and 7/9-8/9/2007 taken from the entire Nielsen BuzzMetrics dataset of boards, blogs, and Usenet groups.

10. 10 Buying Experience Discussion Drops Topics of Discussion about iPhone After Purchase Note: n= 100 messages about “my iPhone” from 6/29-7/8/2007 and 7/9-8/9/2007 taken from the entire Nielsen BuzzMetrics dataset of boards, blogs, and Usenet groups. While some continue to praise the design and multi-touch- interface, others note the lack of features, including push e-mail, copy and paste functions and games. Battery issues are less of a focus, partly because the Apple’s 1.0.1 update addressed a bug that said the battery was not fully charged.

11. 11 Service Plan Issues Subside Topics of Discussion about iPhone After Purchase Hacking and non- official 3 rd party applications emerge in discussion. Some hope for hackers unlock the iPhone, while others share applications for ringtones, wallpaper, etc. Only a few messages address the Safari security warning. Note: n= 100 messages about “my iPhone” from 6/29-7/8/2007 and 7/9-8/9/2007 taken from the entire Nielsen BuzzMetrics dataset of boards, blogs, and Usenet groups.

12. 12 Initial Negativity Toward AT&T Declines Sentiment toward AT&T Regarding iPhone Although iPhone users say it is “bearable,” EDGE continues to drive negativity, with some speculating that it is hindering Apple’s stock prices and anticipated subscription numbers. Negativity declines by one-half as consumer report fewer problems with activation and talk less about AT&T’s contract agreements. Top Negative EDGE Technology Exclusivity of Contract Service Coverage Issues International Roaming Charges Top Positive EDGE Network Speed GSM Network Note: n= 100 messages about iPhone and AT&T from 6/29-7/8/2007 and 7/9-8/9/2007 taken from the entire Nielsen BuzzMetrics dataset of boards, blogs, and Usenet groups.

13. 13 Discussion Less Focused On Purchase Intent Purchase Consideration Opinions about iPhone in iPhone & AT&T Discussion Messages mentioning purchase intent decrease following the initial post-release timeframe. Some discuss AT&T’s exclusivity contract. Consumers also talk about the right of a manufacturer to lock handsets to specific carriers. “iPhone on ATT. Love it! (posting from it now in fact)" Note: n= 100 messages about iPhone and AT&T from 6/29-7/8/2007 and 7/9-8/9/2007 taken from the entire Nielsen BuzzMetrics dataset of boards, blogs, and Usenet groups. “Today I received my new Blackberry "8830 World Edition" and I thought I'd record some initial reactions. As past readers know, I live in Vermont where we don't really have decent GSM coverage (and can't get the iPhone) and are, in fact, likely to have even less GSM coverage now that Verizon will be purchasing GSM provider Unicel and, per Engadget and others, will be converting all GSM users over to CDMA." “What I was trying to say, was that it seems to me that much of the criticism and commentary on the iPhone consists of whining about how Apple should've done it this way or that way, with this carrier or that carrier, with this feature set or that feature set, because (here's the clincher) if Apple did it MY WAY, it would've been best for ME.”

14. 14 Fewer Complaints Overall About AT&T Topics of Discussion about iPhone & AT&T Negative topics about AT&T decline and some talk positively about AT&T’s GSM network and coverage and admit EDGE is “bearable” and not as bad as anticipated. Verizon is the most commonly mentioned service plan competitor followed by both Sprint and T- Mobile. Note: n= 100 messages about iPhone and AT&T from 6/29-7/8/2007 and 7/9-8/9/2007 taken from the entire Nielsen BuzzMetrics dataset of boards, blogs, and Usenet groups.

15. 15 PalmAddicts Writes the Most Posts Top Blogs (by Number of iPhone Messages) Blog July 9 - August 9 Rank June 29 - July 8 Rank June 1- June 28 Rank PalmAddicts135 Gizmodo, The Gadget Guide211 The Unofficial Apple Weblog (TUAW)343 Engadget422 jkOnTheRun5N/A6 GenerationMP3 : le blog des baladeurs MP369N/A MobileWhack.com - News and Reviews on everything mobile7N/A Krunker |8N/A Ubergizmo, The Gadget Blog9N/A Popular Stories - osViews | osOpinion10N/A

16. 16 Bloggers Still Cite Gadget/Tech Blogs Top Blogs (by Number of Links) Cited within iPhone blog discussion (7/09/2007 to 8/09/2007) Blog TitleMessagesAuthors Gizmodo, The Gadget Guide776511 Engadget846506 The Unofficial Apple Weblog (TUAW)536340 Vox332193 Techcrunch242168 Daringfireball140114 The Secret Diary of Steve Jobs10192 Engadget Mobile22491 Boing Boing: A Directory of Wonderful Things10587 GigaOM9167 Read/WriteWeb7664 Gear Factor7364 Pogue's Posts: Technology - New York Times Blog6155 Lifehacker, the Productivity and Software Guide5750 Monkey Bites5549

17. 17 Emerging Blogs Discussing iPhone: Many Specifically Dedicated to iPhone/Apple Top Emerging Blogs (by Number of iPhone Messages, 6/01/2007-8/09/2007) BlogMessages MyAppleMenu : Mac news for Mac people395 http://www.macdailynews.com349 http://www.applemeet.com338 Gear Factor256 http://www.iphonespark.com238 http://www.iphonematters.com232 http://www.ilounge.com231 http://www.iphonepimp.com217 The Mac Observer - You'll get your Mac news here from now on...202 http://www.macviews.info202 http://www.iphonefreak.com193 http://applephoneshow.com189 http://arstechnica.com/journals/apple.ars155 http://mobilitysite.com139 http://www.theiphoneblog.com135

18. 18 © 2007 Nielsen BuzzMetrics, a Nielsen Company business affiliate Top News Sources (by Number of Links) Cited within iPhone Blog Discussion (7/09/2007 to 8/09/2007) General News Sources Contain Articles About iPhone News SourcePostsAuthors The New York Times524396 CNET News.com306218 Yahoo! News230165 Macworld228133 The Wall Street Journal Online195157 MSNBC172137 PCWorld.com164113 Google News15028 Business Week148127 InformationWeek147122 USATODAY.com146123 CNN/Money137114 BBC NEWS135109 Washington Post135107 Computerworld12289

19. 19 © 2007 Nielsen BuzzMetrics, a Nielsen Company business affiliate Top News Articles (by Number of Links) Shared within iPhone blog discussion (7/09/2007 to 8/09/2007) “Nano iPhone” Tops News Articles News SourcesArticle TitlePostsAuthors MSNBC.comiPhone: Smartphone for the rest of us?4037 USA TodayiPhone Buyers Have No Regrets3129 Business WeekSteve Jobs' Greatest Presentation2623 Duke NewsUpdate on Duke’s wireless network and Apple’s iPhones2221 New York TimesIPhone Flaw Lets Hackers Take Over, Security Firm Says17 CNET News.comCould YouTube drag Apple into copyright fight?1613 Wall Street Journal Google Pushes Tailored Phones To Win Lucrative Ad Market 1413 Computerworld.comReport: Google shows phone prototype to vendors1413 Forbes.com Telefonica's 02 reaches exclusive accord with Apple on iPhone in UK 10 Informationweek.comApple Hit With iPhone Patent Suit From Disgraced Doc10 MacWorld UKOne-in-three Americans want iPhone119 Business Week CEOs Must Be Designers, Not Just Hire Them. Think Steve Jobs And iPhone. 109 Infoworld.comiPhone: The $1,975 iPod109

20. 20 © 2007 Nielsen BuzzMetrics, a Nielsen Company business affiliate Top Blog Posts (by Number of Links) Shared within iPhone blog discussion (7/09/2007 to 8/09/2007) Blog Reviews and Hacking News Shared Blog NameBlog Post TitleMessagesAuthors GizmodoNo BS iPhone Review 10280 EngadgetiPhone review 6239 GizmodoOops, iPhone Display Needs to Reboot, Runs Windows XP 5148 DaddytypesMy Mom Handknit An iPhone 4544 EngadgetLive From Apples Summer Mac Product Press Conference 3332 The Unofficial Apple WeblogNES Emulator on the iPhone 32 GizmodoiPhone Can Now Serve Web Pages, Run Python, Open Source Apps 2928 GizmodoiPhone Partially Unlocked, Calls Without AT&T Contract 2928 The Unofficial Apple WeblogJP Morgan retracts. Now says "No" to near term "Nano" iPhone 2724 The Unofficial Apple WeblogiPhone + Disposable Cellphone + Prepaid Cards + New Activation Tool = Holy Cow 2623 EngadgetThe Apple iPhone 258 EngadgetSafari exploit gives hackers full control over iPhones and possibly PCs and Macs 2321 EngadgetiPhone Hackers: "we have owned the filesystem" 2318 GizmodoFirst iPhone Class-Action Suit Against Apple and AT&T 2317 Scripting.comiPhone, month 1 2317

21. 21 iPhone-Specific Community Leads Board Discussion; Numerous Wireless Enthusiast Forums Emerge Top Boards (by Number of iPhone Messages) Board July 9 - August 9 Rank June 29 - July 8 Rank June 1- June 28 Rank http://www.everythingiphone.com1N/A http://www.howardforums.com212 http://forums.appleinsider.com343 http://www.macobserver.com4N/A http://episteme.arstechnica.com534 http://forums.macnn.com661 http://cellphoneforums.net7N/A http://www.wirelessforums.org8N/A http://www.cellphonetopics.com9N/A http://www.mobile-forum.co.uk10N/A

22. 22 iPhone Qualitative Themes Breakdown iPhone Discussion Activation & Ease of Use Changing Mobile Interaction "iPhone Celebrities" Accessories Hacker Progress Lack of Key Features Battery Issues E-Mail Features iPhone Camera Quality AT&T Discussion Declining Sales & Apple Stock Prices AT&T Coverage Areas Reports on EDGE Data Network from Owners High Roaming Costs Lack of 3G Serves As Barrier GSM Trumps CDMA Globally Recent Developments iPhone AT&T Bills Turbo SIM Hacking Skype Application for iPhone

23. 23 iPhone is Easy to Activate and Use Consumers mention the iPhone’s ease of use and report easy activation and porting number processes. “UI is BEAUTIFUL. I have never seen and touched anything like that before. This is truly a big step forward in UI vs other phones. In comparison, all other phone UI look like DOS interface - The phone is VERY easy to use, much much easier than any other phone on the market.” GAMES | Romain Nouzareth | Boonty | CAFE.COM, 2007-07-18 “I think the best thing that could be said about the iPhone is it gives me most of what I want as a phone/iPod/intenret device and seems to do those basic things very well. The really nice thing for me is iTunes seems to do a decent job of a one-stop-shop where I can manage my music/songs/photos/bookmarks with little more trouble than a sync. One funny thing I noticed about how easy it all was when in my rush to try my iPhone out I quickly clicked through the original activation process and started the sync without paying much attention to what I was doing. … The moment the phone was done I picked it up and started playing and tried out the iPod and safari and was happy to see all my bookmarks ready to go. After a while I realized I never tried the email application and thought damn, I forgot to set that up but the moment I hit the icon I noticed it had already set that up for me. It was almost too easy to the point I didn't even realize it had done it all for me. The casual ease of use is what draws me to the iPhone where most smart phones have been too smart for their own good." Howardforums.com, 2007-07-18 “And surprisingly, the process of porting my number and then activating the iPhone took no more than 10 minutes. I actually anticipated it to be longer since the last time I ported this number (from Cingular;*sigh* I know), it took an entire day. That left me with many hours of playing with my new iPhone. Not sure you can call that productive, oh well. It was a happy, stress free day off for me.” ra-se-n.net, 2007-07-27 “Anyways called yesterday to port my number from sprint to my iphone and the service was prompt and the reps were very easy to work with. Thought it might be a hassle to get everything done since I had already set up a number with att when I signed up for service but process only took about 15 minutes and my iphone was ready to go.” Everythingiphone.com, 2007-07-17

24. 24 iPhone Changes Mobile Interaction Some note that the use of mobile devices like the iPhone make online activities like blogging an e-mail so accessible, easy and a time saver. “The iPhone has completely changed how I interact with information on the go. When I travel I leave the notebook at home. I take the iPhone, an Airport Express for the hotel room (or anywhere) and an APC power pack for heavier use days. Everything else lives on a 8 GB USB stick or the cloud. The exception is if I think I am going to need to create or edit rich content, like a Powerpoint deck. Still, for all of the enthusiasm about the iPhone and it's ability to browse most of the broader web, it's made me realize that there will always be a place for the mobile Internet.” Micro Persuasion, 2007-07-27 "Steve Rubel and I exchanged emails early this morning. I asked him for his thought on how MicroMedia was taking hold. If you remember, Rubel was one of the fanatics of Twitter when it first hit the scene. What’s really intersting is that Steve is modyfing the strategy on his blog, he’s going to be changing his strategy to accomdiate how media is evolving (well at least this month). Here’s how Steve is evolving: “So, net net, what does this mean? Well, by posting less on Micro Persuasion I actually am able to give you more. I am freed of the need to write here daily. This means when I do post on this site it is more substantive and meaningful and it incorporates my learnings from the conversations I have had elsewhere. Further, micro blogging - especially because it is mobile - makes it easy for me to converse with a good number of you in real-time. This fits perfectly into a busy schedule where many days I use my iPhone more than I do a computer. It also flows with our growing need as a society for all that is brief.” I, on the other hand, will not be changing my strategy on this blog, but will continue to make this my primary platform and continue to grow out those other tools. Let’s hear from you, will you be changing your media, blog, or web strategy as things move faster, smaller, and more mobile?" Web Strategy by Jeremiah, 2007-07-30.” “I don't know.. but i almost feel bad with how easy it is to just take a picture or twelve with my iphone and just email them to my blog. but that's ok. it allows me more time to.. *gasp* be outside and *shudder* away from the computer! (i know.. shocking.. isn't it?) you know fresh air is actually pretty nice." [ every moment ], 2007-07-15

25. 25 iPhone Owners Are Seen As Celebrities iPhone owners mention the fascination surrounding the iPhone and people’s excited reaction and eagerness to “play” with it. “I saw 2 people with an iPhone, but didn't talk to any of them & about three-four people came up to me and asked me is that an iPhone?! Martin Klebba [the little guy on Pirates of the Carribean (Marty)] & Lee Arenberg [the groggy looking guy (Pintel)] were doing autographs, I got it signed by both of them, took a picture with my iphone, and they both seemed interested. Hah …II had a great time. Seeing Kevin Smith definitely made my year. Lol. That man is so funny." Everythingiphone.com, 2007-07-27 “My iPhone came to Tokyo & Bangkok with me. In Japan when I was in the Apple store they were def amazed to see one. The phone of course didn't work there. In Thailand I used it all the time including to make phone calls." HowardForums.com, 2007-07-30 “I went 4 days just now with 2 days of normal use and 2 of less than normal use. Only got down to 1/3 or so. Honestly at first I thought the battery life sucked, but I think that was because every time I used it a friend would say "holy shit, you got an iphone, can i see?!" and then there goes 30 minutes of usage. Now that the hype is gone everything is good.” Audizine.com, 2007-08-08

26. 26 Accessories for iPhone Protection Consumers seek information about accessories necessary to protect the iPhone and muliti-touch screen. “Body skins” from Bestscreenever.com are a favorite of many. “I'm looking at screen protectors, but I'm not sure what to go with. I keep my phone in the front pocket of my jeans and I want something that won't affect the clarity of the screen or the multi-touch feature. Usually I just slap on an InvisibleShield, but on a screen as big as the iPhone's I think that the ripple texture will be too apparent and also that the semi-sticky friction of the shield will make the screen not as responsive and not slide into my pocket as easily. I've been browsing forum posts and it seems that BestSkinsEver and PowerSupport are the most popular. I've also read that the iPhone screen is fairly scratch-resistant as is, but I'm butterfingers sometimes and drop my phone and would rather not risk it. Here are the protectors I'm looking at, feel free to chime in with more and to discuss your own experiences: ShieldZone InvisibleShield, BestSkinsEver, PowerSupport Crystal Film, Boxwave Cleartouch, iQase Film, Smartphone Experts, Stock screen (no protection) Howardforums.com, 2007-07-16 “I've had the Jam Jacket since day 1 and my iPhone still looks as good as Day 1. No scratches or anything, I think the other one was acrylic too so that could of been why it was so different. I love this thing, not the best looking but safe and keeps a hold of my headphones.” Everythingiphone.com, 2007-07-17 “Marware is making a hard case that completely encloses the iphone - you can see it here. their site says it's sold out, but i haven't seen one in person, but it seems like it's exactly what you're looking for. i'm thinking of getting one as well.” Everythingiphone.com, 2007-07-17 “Is this like a clear film for the entire phone including the sides ans back? Today I went to the art store and got a DLO jamjacket and like it so far but now I want something to protect the screen to and the rest of the phone for those times I take it out of the gel.” forums.macnn.com, 2007-08-07 “Bestskinsever, ShieldZone or Bodyguardz? I have the shieldzone right now but I'm thinking of replacing it because I messed my install of the back skin. Any recommendations? I know the prices are $9, $25 and $25 (for two) respectively…” Howardforums.com, 2007-07-19

27. 27 iPhone Hackers Move Slowly Without entering an iPhone contract, hacking grants activation and use of some iPhone features, enables WiFi and allows usage of non-iPhone AT&T/Cingular SIM cards. Some note that hackers are moving slowly toward making iPhone completely unlocked of AT&T. '"Phone unlocking and hacking solution. At present, there is no one solution which can completely unlock iPhone. But hackers are moving toward making Apple's iPhone work with carriers other than AT&T.The following iPhone unlocking way listed below is all FREE. 1)DVD Jon's solution for WindowsHis Phone Activation Software allows the iPhone to be used for media playback and Web access via Wi-Fi without paying for the two-year service plan, although voice calling is not possible under the hack. … a little bit too complicated. …2)Unlock iPhone with one-click (Mac, Win). … The software listed at DVD to iPhone site can activate iPhone easily, only one click is enough. … your iPhone will become a widescreeen iPod and Wi-Fi enabled device. … 3)Put old Cingular SIM in your iPhone and made it work (Intel Mac) his procedure does NOT unlock the iPhone after doing this, it still remains carrier dependent. But you can now use any existing AT&T or Cingular pre-paid account (mine is from a contract that ran out) or any virtual operator's SIM card that uses the AT&T and Cingular network.” Forums.appleinsider.com, 2007-07-22 “While it's still not to the point of working with other carriers here is a rather new development: "Hacking the iPhone is going slowly, but the sheer number of people working on it means that progres is being made. The latest news from the iPhone Dev Wiki is iASign, a Mac application which will generate an unlock code for the iPhone, based on the Device ID, IMEI (the universal serial number) and ICCID (Integrated Circuit Card ID) numbers. This doesn't mean that you can use the iPhone with another carrier, but it does mean that you don't need the special iPhone SIM to get the phone working. And if the reports are true, you can pop in any Cingular or AT&T SIM and make calls, useful if you are an existing customer and don't want to pick up the iPhone call plan. It's not an easy hack.” Mobile-forum.co.uk, 2007-07-18 “If you were wondering if there are any hacks for the iPhone, well here are two of them for you: The Activation Hack: http://nanocr. eu/2007/07/03/iphone-without-att/ This lets you access features of the iPhone without activiting it with your service provider. Shell Access: http://www. hackint0sh. org/forum/showthread. php?p=7989#post7989 This provices shell access the the iPhone. …Enjoy!“ MySecured.com, 2007-07-17

28. 28 iPhone Lacks Basic Features Although the iPhone offers impressive options and is visually appealing, some are shocked and disappointed about all the features the iPhone lacks, especially when compared to much cheaper handsets. “Although I've found some games at iPhone Games (the collapsing brink game is almost become an obsession in our house), I wish it had some games that didn't require the internet to play them. Can't play them at all in the subway!” Experience Manifesto, 2007-07-11 “I can store the access number in the contact app, but there is no way how i can then call up numbers from the contact app. and since there is no copy & paste, i cannot even copy it before calling the access number, and then paste it into the keyboard. i have to actually memorize it or write it down, which is kind of ridiculous." Dretblog, 2007-07-21 “I am still of the opinion that none of these highend phones are good enough to warrant the kind of price people are expected to pay for them. Sure the N95 has a lot of features, but then it is a let done in other areas (like interface). The iPhone has a great interface, but lacks GPS and ability to install apps. From what I have seen of the W960, they are still playing catch up to the N95.” Futuremark.com, 2007-07-10 “iPhone is a decent piece of tech, but despite all it's flair it lacks features that other phones have. And yes, I'm quite pissed at AT&T for being so late on the 3G rollout... I want my highspeed data!” Forums.2cpu.com, 2007-07-15 “I myself will wait. For all the great stuff about it, this $600 phone lacks features a basic $50 has. Of the top of my head it can't do MMS and sending texts to multiple contacts but there are numerous other basic features needing to be added via software upgrades. It just hasn't surpassed the basic practicality of my current mobile phone. I'm also looking forward to a 3G release.” Rage3d.com, 2007-07-09

29. 29 Battery Issues Plague iPhone A few consumers mention poor battery life and some are frustrated that the iPhone does not display a fully charged battery after a full charge. Remedies including disabling Bluetooth and WiFi to save battery power and the iPhone update 1.0.1 take care of the UI battery icon bug. “I’ve been having some problems with my iPhone battery since I got it. I’ve barely been getting a full day of use from the phone. I’ve taken it back three times in the 6 days or so I’ve owned it for this problem. One helpful Apple employee actually told me that 6 hours of usage and 11 hours of standby was pretty good! So I went back yesterday, since I barely got 6 hours out of the phone. And what do you know, they know they’re having problems with the battery. I was one of three people with this problem just while I was there. So my very helpful genius (he was actually very helpful!) tells me that they think it’s a software problem problem and they’re working on it and they should have a fix soon. That this was just one of the problems they discovered during “user testing.” Yep, I apparently paid $600 to participate in their user testing trials. But, he did say he would exchange the phone for me, since the problems I was having were so well documented. He left for a little while and then came back and said that the managers were not allowing for exchanges on this problem, since thy know about it and they’re working on a fix. Of course, they don’t know when the fix will be coming and, in the meantime, so the phone only gets 6-8 hours on a full charge. And that’s with me only making like an hour of calls a day! I guess their suggestion is that I just need to use it less and wait while they fix the problem. Honestly, the experience of the phone itself is a mixed bag.” Experience Manifesto, 2007-07-11 “Everything was going great, but lately it when i plug it in, it will not charge all the way, so i was wondering if any of you all have had that problem and know what to do about it? the iphone gets to the last bar and then stops, i had if pluged in over night so it was about 12 hours and it was still not fully charged.“ Everythingiphone.com, 2007-07-22 “One of the obvious fixes for me was the the green battery indicator now shows a full battery charged. previously, though it was fully charged, the green battery was not completely full. it is said that this problem affected 60% of iphones.” as for other updates, phones were forced to begin from restore mode to elimates some of the hacks out there...ringtones, wallpapers, etc.” Forums.ilounge.com

30. 30 E-mail Feature a Disappointment iPhone’s lack of “push-e-mail,” management tools and experienced technical issues frustrate and disappoint some iPhone users. “The Bad - Emails sucks. NO PUSH email. Apple what were you thinking ? Is it truly that hard to implement this killer feature ? Still stuck with the BB for now. - No way to search for contacts. I have 3,000+ contacts so browsing through them is very time consuming and a big step backwards in compare to what you get on Blackberry.” GAMES | Romain Nouzareth | Boonty | CAFE.COM, 2007-07-18 “I have been a loyal Mac user since 1986 (Jan 9, 1986). I am a little disappointed with the iPhone in regard to email. While in an Apple store yesterday I received an email from a friend that uses AOL. I was unable to open the mail. Turns out is was text (HTML) in the form of a jpg. I would think that being able to open this type of email would be high on Apple's list. My son's BlackJack will open this kind of mail, why not a $600 iPhone? I asked one of their "Geniuses" about it. They did not have an idea about how to read AOL email. This concerns me.” MacWorld.com, 2007-08-01 “I hope for some rules management tools and become mulitple mac aware. Now that I have an iPhone ALL of my rules are negated until I get home. I have to keep the home mail from autodownloading because my rules include sort based on content and sender. Once an email is out of the inbox, my iPhone can't see it. But then I get junkmail right along side of what I want to see. I hope that they resolve this by moving more of the mail management to. Mac so that no matter which machine that I sit at or iPhone I use I can get all of my mail. I think this with PUSH mail service would be absolutely brilliant and the minimum for a home run product upgrade.“ Forums.appleinsider.com, 2007-08-06 “Thanks for the response on the multiple emails thing, but its weird that is says 3 more messages loading and they never load. hmmm and this only happend with yahoo… maybe its just a glitch kind of like the gmail glitch where you have an email you send sent back to you in your inbox. I wish there was a filter option like the blackberry has to stop that from happening. I never want to send emails from my gmail account on my iPhone just for that simple fact." Howardforums.com, 2007-07-11

31. 31 iPhone Camera Quality Lacking Some consumers complain about the iPhone camera and picture quality, noting the lack of focus and flash. Others feel the iPhone does not match digital cameras in all situations, but is good for spur-of-the-moment photo opportunities. “Now that I've got my iPhone, I have solace in knowing that as long as I'm carrying it with me, I'll never come home with a photo as bad as the one above. Your mileage is likely to vary for a variety of reasons. Let's hope that Apple includes a higher-quality camera in the next iPhone generation (zoom and flash would likely help more than megapixels), but in the mean time don't be afraid to rely on your iPhone's built-in camera if you find you've left your real camera at home and you encounter a photo opportunity that you really want to home with.” Billpalmer.net, 2007-07-17 “Taking pictures with my iPhone, it was awfully bright, wrong time of day, etc and they looked like crap - not enough dynamic range to not either have the car completely blown out and white or see the dark wheels/tires - so you couldn't even SEE ride height.” My350z.com, 2007-07-21 “Smashing. The concert left me with a deeper reverence for Billy Corgan. The band's look was not dissimilar to the original. … I love my iPhone, but the camera works best with lots of natural light. Obviously not great in low-light situations." lizelle, 2007-07-27 “I consider it to be quite poor. Exposure leaves much to be desired as well as focus. There is no zoom feature (that I've found.) II definitely wouldn't buy it if you're looking for a phone with a good camera.” Mac-forums.com, 2007-08-06 “If you are looking for a digital camera replacement in the iPhone, you'll be disappointed. If you're looking for something that can take a good quality photo when you've left your regular camera at home, you'll find the iPhone camera to be quite usable. While I wouldn't depend on the iPhone camera for taking my main vacation photos, I would use it for a fill-in picture or two.” Mac-Forums.com, 2007-08-07

32. 32 AT&T Partly Blamed for “Declining” Sales, Apple’s Stock Prices Aside from the expense of the handset itself, news about Apple’s falling stock prices and lower than expected activated AT&T iPhone accounts is partly blamed on AT&T’s network. Others feel early data does not accurately reflect the future success of the iPhone. “Also weighing on Apple's stock Tuesday was a report from CIBC World Markets that said demand for the iPhone has experienced a "significant decline" in the past 10 days, a slowdown driven in part by dissatisfaction with the slow data transfer speeds on AT&T's network. CIBC used store visits and a survey of iPhone buyers to reach its conclusions.’ I am still not sure why Apple didn't choose to go with Verizon or a better network than AT&T.” Forum.pcmech.com, 2007-07-25 “Apple stock tumbles on news that iPhone sales suck. Hmm, a $500 phone that requires a contract with Satan's provider, AT&T. Yeah, I could see not jumping all over that. However, the Apple store in Pasadena was still jumping with gormless 20 year olds on Sunday night, all agaw at the latest shiny thing.“ Fizzyland, 2007-07-25 “It seems that 500,000 estimate was too high... or that a lot of people are going to be returning iPhones.” Misc.consumers, 2007-07-24 “I wonder what factors the following were responsible? My guesses: 1) Price. Yes, I know people that fork out $200-300 on Sidekicks and what not, but these people are few and far between. 2) Service. I don't know anyone who's had good service on Cingular, and other than my parents, don't know anyone who uses Cingular. I'm on T-Mobile, so that's a $190 termination fee if I want to switch until I'm off contract (next March), so that's not going to happen. Plus, Cingular in the Los Angeles area where I live is supposed to be teh suck from all accounts. I'm really hesitant to switch to yet another." Episteme.arstechnica.com, 2007-07-25 “Apple's quarterly results will not contain the sale of a single iPhone, since all the iPhone sales occurred in the next quarter. Look. I like the iPhone. It is a nice unit and it deserves to succeed. But it is not a Mac. Perhaps we need an iPhone group. That said, I think the iPhone needs a few things in order to really take off : 1) Apple needs to stress that the EDGE network is a backup system. The iPhone is meant to be used wirelessly. “ Cellphonetopics.com, 2007-07-25

33. 33 Poor AT&T Coverage Deters Some From Buying AT&T’s lack of coverage is a “deal-killer” for some potential iPhone subscribers. One “loyal” Apple Enthusiast expresses frustration over Apple’s exclusive deal with AT&T that denies access to everyone. ‘”Returning my iPhone… I love Apple, but for the iPhone to show No service is finally gotten to me. … I'm going to wait for 6 months, then try again.” Howardforums.com, 2007-07-10 “Well I live and work in the 1960 area (up around I45) and it has excellent coverage and sound quality. They do not blanket the entire USA which is why I opted for a plan that has extra coverage outside the area. All in all, until I am ready for my iPhone and until ATT works out their kinks in their network, I am with Cricket. Houstonarchitecture.info, 2007-07-09 “What about people, that live in areas where there is no At&t??? Should they be denied, this wonderful device (The iPhone), just because they live outside, of At&t's coverage area??? What ever happened to, "ALL" technology for everyone??? We as Americans, can go to remote locations, around the world, and install the internet, for developing nations. Yet people who live, outside of At&t's coverage area, in America, can't even get an iPhone. Everythingiphone.com, 2007-07-22 “Does Apple really understand that where ATT isn't, a person can't buy and use the iPhone? Even if the coverage is small across the United States, it leaves a bitter taste in my mouth that as a long time Mac user (since '84), I'm out of luck. The company that has the exclusive rights to the iPhone's service, won't work with people who can't get their primary service (but still could use the iPhone through their partner ). Wouldn't a better approach simply be, If you can't get ATT (and therefore the iPhone), we'll work with our partners, and charge you a slightly higher fee to cover excessive roaming costs-- because everyone should have the option of enjoying the iPhone! Just thinking… and fuming." Macworld.com, 2007-07-24 “I've had very poor luck with ATT coverage in the Sierra backcountry (as a former subscriber) so that would be a deal-killer for me.” Backpackinglight.com, 2007-07-14

34. 34 EDGE Connection is Bearable, Usable Owners defend the iPhone’s EDGE network and admit data speeds and connection are not unbearable or as bad as anticipated. iPhone’s lack of 3G is not a “deal breaker” for iPhone functionality. “That EDGE connection we were all bitching about pre-launch? When reception is good, it's surprisingly decent for browsing and even YouTube. And as Jason Chen wisely puts it, People who are patient enough to wait for a 3G version of the iPhone should theoretically be patient enough to wait for EDGE downloads." According to Dick, 2007-07-09 “Ditto the 3G comment. After having my iPhone for a week, I went to another provider's store to try one of their smartphone's with 3G (don't recall the model). To say that it was marginally faster than EDGE is being very kind (Phoenix metro area, FWIW).” HowardForums.com, 2007-08-08 “As for 3G requirement being overplayed.. Well, I'm using an iPhone, I use it every day on EDGE and wi-fi. I've had mine since launch day - used the Email for work and home, surfed the web, used Google maps, apps, SMS, iPod etc etc - I think that qualifies me to say that: a) It works b) It works without 3G c) 3G would be 'nice to have' but is not essential or a deal breaker for the functionality of the iPhone.” Everythingiphone.com, 2007-07-24 “The web browser on the iPhone is fantastic; it's the closest anyone has come to the full internet in your pocket. Over wifi, pages load very fast; it's much slower over EDGE, but useable.” The-gadgeteer.com, 2007-07-22 “I’ve been pretty happy with AT&T’s service on the iPhone. The voice is as good as verizon and the Edge network is certainly bearable.” WillisBros Blog @ willisbros.net, 2007-07-25

35. 35 “For the few of us that travel overseas for a living, having an unlocked phone would allow me to use a foreign sim card with data and instead of paying $20 per mg, I could get unlimited. International rates are unreal with att, on my Blackberry I get unlimited international connect for $60 a month, if I used my iphone like I do the BB it would cost me over a grand a month.” Everything iphone.com,2007-08-07 “I'm anxiously waiting for a reasonable solution to this, as well. Until the phone can use other SIM cards, we're stuck paying international roaming. Which for India is upwards of $2.49/minute... (!)” Everything iphone.com,2007-07-19 “Another thing: since i am not the sultan of brunei, i do not use at&t for international calls.” Dretblog, 2007-07-21 “Yes - if you want you could take both devices with you and only use the Apple when you have wifi access for browsing and messaging. Otherwise the roaming charges could end up being staggeringly high. Bloody operator lockdowns, hate that crap but it is common practice. You could probably call AT&T to get some idea what the roaming charges will be for the countries you will be visiting.” HowardForums..com, 2007-07-17 “Is there a way to turn off EDGE (so that it's WiFi only); when I go to Europe later this summer, I do NOT want to be paying $20/mb for data usage when wifi isn't available.” Everything iphone.com,2007-07-13 International Roaming Expense Noted Complaints about expensive international data and roaming charges further illustrate consumer demand for an unlocked iPhone.

36. 36 However, iPhone’s Lack of 3G May be a Barrier Use of EDGE over 3G is seen as an entry barrier to international markets leading to speculation about Apple’s plans and release date for a 3G capable iPhone. “However, there are way too many things "wrong" with it. No 3G Even my podunk town has 3G coverage, so I don't buy Apple's excuse for its exclusion. This smacks of "planned obsolescence." This will also be the primary barrier to the iPhone's success overseas.” HowardForums.com, 2007-07-16 “A 2G iPhone in Europe would not be a good idea because people want 3G PDA phones and I doubt a 2G iPhone would sell that well in the long run, Apple announced plans to release a 3G iPhone and I think thats the one they will release in Australia. In terms of customer base, Hutchinson (3's parent group) had almost 27 million late last year (and its growing at a decent rate), VF is in excess of 200 m, most of Singtel's customers are in Asia (about 90%, ie about 60-70 million and many are fixed services not mobile) where the iPhone appears to have not created much interest at all. …. Also a lot of reports I have read suggest that Vodafone will get the iPhone deal in Europe, and that would make sense, they are the biggest.” Aussie3g.com, 2007-07-22 “In hofo, they're saying that the 3G iPhone will be delayed until february not march. But actually all that is pure speculation - Apple might still release a 3G iphone in september as promised. But yes, I agree, Im interested to find out too... how well the iPhone is received in Europe - when it's offered without 3G or mms.” Forums.mobileburn.com, 2007-07-27 “I highly doubt Apple would release the European iPhone without 3G or MMS. It might have been fine over here in the stone age in America, but not in Europe. And if they do, then their pride and ego are definitely overpowering their common sense.” Forums.mobileburn.com, 2007-07-27

37. 37 GSM Was the “Intelligent” Choice Since GSM is the most widely used international standard for mobile devices, Apple’s use of AT&T’s GSM network for the iPhone is seen as a “clear cut” decision to transition to new markets, whereas Verizon’s and Sprint’s CDMA networks would make transition more difficult. “The locks on the iphone were a necessary evil to pair with a cell provider. Apple had their hands tied when choosing a provider - Verizon's standard policies wouldn't allow much flexability in any way, especially when Apple were looking to provide a product that would eventually be released to other countries. Sprint is a similar case, though not as restrictive, and a smaller provider. T-mobile may have been a good match, but has an inferior marketshare and network compared to ATT/Cingular. They needed a partner, and compromises were made to launch the product. As far as setting things back 10 years... uh, wrong." Episteme.arstechnica.com, 2007-07-11 “'Well, actually we dont know what is in it for Apple on the carrier side. I'm also extremely skeptical of the Verizon denied the iPhone argument. We've yet to see anything really official about this, and it just doesnt make sense imho to go with Verizon instead of a GSM provider. GSM gives apple the road to the entire world.” HowardForums.com, 2007-07-19 “Reports between 500,000 and 1mil phones sold in the first week alone. sorry, but Verizon and AND cell network needs that kind of thing, and I'm 100% sure they are all kicking themselves in the nuts as we speak. furthermore, for Apple there really isnt much in it for them to become a provider, even through a virtual network kind of deal... they dont sell internet access, for example, but they sell computers. Plus, doing this on a GSM network is *the* intelligent choice, if for nothing else, merely because maintaining one hardware platform is hard enough for a new-comer (to the phone industry), no matter what we say, even if the differrences were subtle, it is still 2 hardware products instead of 1... plus, there is all the other reasons (GSM is growing in popularity all over the world, verizon is prolly the only very large provider that isnt going towards GSM - korea excluded). Its clear cut imho.” HowardForums.com, 2007-07-23

38. 38 AT&T Bills = “Books” iPhone owners receiving AT&T bill “books” exceeding 100 pages. Buzz circulates online and moves to traditional media outlets, bolstered by an online video featuring blogger Justine Ezarik. Many criticize both AT&T and Apple for the oversight, wasting resources and money. “It just shows every single thing i do [5157 items]. That's calls, SMS messages, every "session" data was transferred. In other words 1 "data session" would show like 20 mbs transferred, and so on and so forth. … I went home for lunch and got the paper form of the bill in the mail....the envelope was like a BOOK. It was litteraly squared off it was so thick.” Everythingiphone.com, 2007-07-25 “So, AT&T don't hug trees I see. How much could they save a year by not doing that and not pass it along to the customer? Main bill elements only and the rest just goes on your iPhone to read? And, you know you're paying for that paper somewhere in that statement as well as the shipping fee - look hard enough and I'l bet you'll find it itemized on page 257.” Gizmodo, 2007-08-13 “That said, this video is pretty funny. She got her first iPhone bill from AT&T - in a box. Like I said before: this is ridiculous, and it should have been handled differently. Apple took all the time to build an incredible iPhone setup and registration process with iTunes - they could have fit one more damn ‘Yes, I understand that AT&T would like to save a few billion sheets of paper each month by making the entire contents of my epic bill that you aren’t going to read in the first place online’ to avoid this silliness.” 1FPS | David Chartier, 2007-08-14 “The story has been making the rounds through the media though; Ars Technica has been quoted and talked about on ABCnews.com, USA Today, and I've personally done a radio interview at KOMO 1000 out of Seattle. ABC News has now reached out to Ars Technica and our iPhone-enabled readers with a request. Charlie Gibson needs your help! ABC News is hoping to do a story on-air tonight about the iPhone bill issue, and Charlie Gibson wants to hold up an especially egregious example of these monstrosities.” Ars Technica, 2007-07-15 “AT&T phone bills for iPhone users can exceed 100 PAGES because they itemize all data usage via EDGE, even though it doesn't cost extra. The result is page after page of "Data Transfer" costing "$0.00." What's the point?” The Raw Feed, 2007-08-11 “How many trees will need to be chopped down to supply enough paper for the 100 page iPhone bills sent out by ATT&T?” Cave News, 2007-08-14

39. 39 iPhone Unlocked Via Turbo SIM Card Buzz and instructions surrounding the “fully unlocked” iPhone using European-based Bladox SIM card spread online. Some speculate about the mechanics and warn about the difficulties and risks of “bricking” the handset. Some feel an unlocked handset is only valuable to international owners outside of the AT&T network because of the lack of GSM carriers in the U.S. “This new hackery involves a specialized SIM card called a "Turbo SIM" manufactured by the Czech Republic's BLADOX. The idea behind the Turbo SIM is that you can add... well, stuff to the Turbo SIM, sandwich it between your regular SIM and your phone, and the loaded material then becomes available to the handset; traditionally, that "stuff" is value-add software like customized SMS directories, security, logging, and the like. In this case, though, the chip is used to pass through the original AT&T SIM's identifying information to the phone while preserving the calling capability of the Carrier X SIM of your choosing. Of course, a €59 (about $81) Turbo SIM has to be ordered from afar to get this accomplished, the phone has to be jailbreaked, and a handful of files need to be downloaded, edited, and executed, so this still isn't for the faint of heart. As always, buyer beware, and find a nice stack of paper that needs weightin' in case everything goes south in a hurry.” Engadget.com, 2007-08-14 “Turbo Sim working in IRELAND!!!!!!!!! Three phones now working the fourth showing problems perhaps due to faulty Turbo Sim but we shall see tomorrow. However one problem with all is that they sometimes report NO SIM However a great little thing this Turbo Sim is if your patient (unlike me!).” Bladox.com, 2007-08-15 “I have just updated the post with the How-to link, here it is again for your easy reference: http://hadi.wordpress.com/2007/08/14/iphone-unlocked/http://hadi.wordpress.com/2007/08/14/iphone-unlocked/ Hope this helps. Thanks for visiting iPhoneHacks.com do visit again. iPhonehacks.com, 2007-08-15 “Here in the US its pointless to unlock the iphone. what other choice of gsm is there besides tmobile. Unless your traveling abroad i can understand but all this talk about unlockin the iphone would make more sense if we had a better alternative. Even though it doesnt support 3g so tmobile is even there but it doesnt support visual voice mail and their service kinda sucks i have both companies and in chicago AT&T wins.” Engadget.com, 2007-08-15 “Thanks for the update! That method sounds questionable to me tho. But I guess if didn't have att$t I would consider it.” Howardforums.com, 2007-2007-08-14

40. 40 News About Skype for iPhone Spreads Bloggers share information about SHAPE Services development of web application IM + Skype for the iPhone, enabling text messaging and voice communication to other Skype subscribers. “The folk at Shape Services seem to love the word “for”, because it occurs twice in the name of their newly released IM+ for Skype for IPhone. Unlike the the ungainly VOIP hack we wrote about previously that enables Skype (after a fashion) on iPhones, this one’s for real, and it’s basically the same Web app already released for other platforms like the Blackberry and Windows Mobile, and lets you use your Skype account with SkypeOut credits to make calls on the net, as well as send messages. It’s all coming together, folks. Macadoodle, 2007-08-15 “For those not courageous enough to give the SoonR Talk workaround a go, fret not, as Skype has finally arrived (for realz) on the iPhone. SHAPE Services has introduced IM+ for Skype for iPhone, which is simply a Safari web application that enables one to "access the Skype ecosystem from the mobile environment." Reportedly, the app was "designed especially for the iPhone's touchscreen," and best of all, it's being offered up gratis "for a limited time." So go on, point your iPhone to SkypeforiPhone.com and get to yappin', ya heard?” Engadget, 2007-08-13 “This service is basically a Web application that enables iPhone users to access the Skype messaging and VoIP network. This application would now compliment their other existing applications for other mobile platforms like BlackBerry, Windows Mobile, Palm OS, Symbian and J2ME. The company said that their application would let the user connect to their Skype accounts. They would be able to make VoIP based calls using the Apple iPhone.” Techwhack.com, 2007-08-15 “If you can call for free with Skype, plus have simultaneous IM conversations, why wouldn’t that be insanely useful? I suppose because you’d be paying for each byte of data over your EDGE subscription, so it’s hardly free. Still, if you could get onto a local wifi network at the airport or coffee shop, and use Skype, that counts as a win.” Realtechnews.com, 2007-08-14 “Skype for iPhone is one of the latest applications to reach the iPhone in the form of a web-application, and it doesn’t even require Wifi. Although there are obvious limitations with a program of this kind, at least now you can send and receive text messages seamlessly, even when you’re far from the computer.” ergeek.com, 2007-08-14

41. 41 Research Questions? Jenifer Putalavage Research Director, Nielsen BuzzMetrics Jenifer.Putalavage@buzzmetrics.com

42. 42 “Dialing into iPhone Buzz” Syndicated Program iPhone Buzz Brief The memo will provide a first-look after launch to uncover the initial online reaction to the device. iPhone Tracker The analysis will provide a deeper look into the initial CGM reaction surrounding the device, including positive and negative drivers, and most discussed features. Post-Launch Analyst Report Delivered on Thursday, August 16th with exclusive analyst call (for clients only) The in-depth report will provide an aggregated view and analysis into customer feedback, service (AT&T) and features discussed over the month following the launch.

43. 43 Project Objectives & Research Methodology Data Sources & Segmentation Executive Summary & Core Metrics Trans Fats Wendy’s Project Objectives & Research Methodology Data Sources & Segmentation Appendix

44. 44 Brand Association Map (BAM) Sample Graphics  Process: Nielsen BuzzMetrics places a concept in the center of a “bulls-eye,” and searches the database of identified discussion to determine the relationship of various words to the brand/ concept. The dataset includes messages from general population/general interest sources, posted between 1/1/2007 to 07/08/2007.  Interpretation: The closer a word appears to the center of the bulls-eye, or the brand/ concept, the stronger the association or correlation. Likewise, the closeness of words to other words on the association map (both distance as well as being on the same ray) connotes a correlation between those words in the context of discussions about the brand.  Results: All words that appear on the map have a correlation to the brand/concept, otherwise they would not appear. For ease of viewing, Nielsen BuzzMetrics differentiates the words that appear on the association map by using different colors and icons to represent the categories of words that appear (e.g., diets, ingredients, habits, etc.). Overview of BAM Methodology