Apple Inc. v. Amazon.Com, Inc.

Filing 44

EXHIBITS re 39 Declaration in Support, Continuation of Exhibits filed byAmazon Digital Services, Inc., Amazon.Com, Inc.. (Attachments: # 1 Exhibit 28, # 2 Exhibit 29, # 3 Exhibit 30a, # 4 Exhibit 30b, # 5 Exhibit 31, # 6 Exhibit 32a, # 7 Exhibit 32b)(Related document(s) 39 ) (Givan, Sarah) (Filed on 6/1/2011)

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0: How long have you been with your current wireless service provider.
Source: Compete Gen Pop Wireless Survey. August 2009.
Google Confidential and Proprietary

Smartphone Purchase Drives Carrier Switching

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8

Source: Google/Compete Wireless Shopper 2.0 Study. January 2010.
Googie Confidential and Proprietary 21

-

40% between ages of 25 34

Male Dominated - 58% male

Smartphone Owners Are True to "Type"

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1 0%

20%

30%

40%

50%

N

Google Confidential and Proprietary 22

60 0;

Smartphone Owner
(n=704)

E Cell Phone Owner
(n=1542)

Q - How much time did you spend researching your most recent cell phone purchase? (Total Respondents=2961)
Source: Google/Compete Wireless Shopper 2,0 Study, January 2010.

2 days or less

More than two days, but
less than one week

1 week but less than 4
weeks

4 weeks or more

(Smartphone Owner vs. Cell Phone Owner)

Time Spent Researching Phone Purchase

Smartphone Owners Do More Research

Wireless provider customer service

Wireless provider

Coverage area

wit Go.,,sk'

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0%

10%

20%

40%

50%
Cell Phone Ow ner (n=1542)

30%

60%

70%

80%

90%

100%

Google Confidential and Proprietary

Q - On a scale of 1 to 5, how important were each of the following attributes when making your most recent cell phone purchase? (Top 2 Box)
(Total Respondents=2961)
Source: Google/Compete Wireless Shopper 2,0 Study, January 2010.

Smartphone Ow ner (n=704)

Applications available for download

Operating System

Specific phone model

Online account management

Importance of Attributes
(Smartphone vs Cell phone)

Smartphone Buyers Value Device Attributes

Wireless provider my family and friends use

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Why I Bought a Smartphone

22Y

thinktech
Go gte

28Y

I don't need the features
0 on a smartphone

Google Confidential and Proprietary

Q - Why did you decide to make this cell phone purchase? (Total Respondents=2961) Source: Google/Compete Wireless Shopper 2,0
Study, January 2010.
.
SC4: Why haven't you purchased a smartphone? Source: Smartphone Intelligence Study, Q32009. (n=1959)

I saw a new phone
0 I had to have

0, Smartphone plans are
53 /0 too expensive

Why I Didn't Buy a Smartphone

Smartphone Buyers Seek Features

0 I wanted a phone
45Y
with more features

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thinktech
Go, sic

Smartphones
Bring New
Customers

to market

Google Confidential and Proprietary

Increased complexity of smartphone
device leads to increased research
process.

buyers.

Device features attract smartphone

Smartphone buyers are new
and open to switching.

Page 634

Search is a Road Well Traveled by
Wireless Shoppers

with Google -

thinktech

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gle

Googie Confidential and Proprietary 27

searches during their shopping process

Source: Google/Compete Wireless Shopper 2.0 Study, January 2010. Clickstrearn Data.

Wireless buyers do an average of I

Wireless Shoppers Are Heavy Searchers

Page 636

0%

.10%

20%

30%

40%

50%

60%

2

3

ire ess Shopper 2.0 Study, January 2010. Clickstream Data.

1
Search

4

5

Number of Searches During Shopping Process

Majority Are Heavy Searchers

Google Confidential and Proprietary

6+
Searches

Page 637

with Go-81c

Google Confidential and Proprietary

cell phones providers

prepaid phone

prepaid cell phone plans

cell phone deals

prepaid phones

cell phone companies

cell phone

cell phone plans

prepaid cell phones

cell phones

Terms that led buyers to shopping cart

Source: Google/Compete Wireless Shopper 2.0 Study, Janua , 2010. Clickstream Data.

Non-Branded

think ec 1

Top 10

49% of Buyers Searched on Non-Brand Terms

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3

Google Confidential and Proprietary

of search driven
visits to store
locater pages

0 t Te
of s .earrcpcd r iye s conversions
a ern
Q 0/

Source: Compete Custom Dashboards. Q3 2009/

Non-Branded
terms drove

Non-Brand Terms Convert to Sales

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with Google‘

1

3
Source: Google/Compete Wireless Shopper 2,0 Study, January 2010. Clickstrearn Data.

3 Searches...but

Wireless Buyers Do

Googie Confidential and Proprietary

Clicks before
purchase

Page 640

Conclusions & Recommendations

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with

Page 641

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It's a
Competitive
Marketplace

Key Findings
Smartphones
Bring New
Customers

Google Confidential and Proprietary

Search is a
Road Well
Traveled b
Wireless
Shoppers*

Page 642

g ic

Google Confidential and Proprietary

keyword
coverage to capture all potential customers.

Expand

Explore co-op deals to
growing influence of traditional retailers.

ca ptu re

online marketing

Have a
in the marketplace
and promote phone features.
1.
Increase
to
accommodate today's wireless shopping habits.

strong voice

Recommendations

Page 643

Appendix

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Applications available for download

Operating System

Specific phone model

Online account management

Wireless service providerthat my fam ily
and friends already use

Wireless service provider customer service

Wireless service provider

Coverage area

0%

20%

Carrier Related

10%

40%

In Device Related

30%

35%
50%

Importance of Device Attributes

60%

80%

90%

84%

"Google Confidential and Proprietary

70%

Overall, Carrier Attributes Still Important

01 /1111<ttec m ortant were each of th - following attributes when making your most rec ent c Oen-, purch ose (Top 2 Box)
edeo2b,9 no ho
c
c
(TotiliA
Source: Google/Compete Wireless Shopper 2.0 Study, January 2010.

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Go sk:

More likely to have no idea about brand of cell phone

More likely to know exactly which service
provider they were going with

Coverage Area

Customer Service

More Likely to invest more money on device

Applications Available

New Phone Models

Google Confidential and Proprietary 37

Q - On a scale of 1 to 5. how important were each of the following attributes when making your most recent cell phone purchase? Wireless service provider
Q - When you first considered your most recent cell phone purchase, which statement best describes your mindset about the wireless service provider?
Q - which statement best describes your mindset about the brand of cell phone?
Source: Google/Compete Wireless Shopper 2.0 Study, January 2010.

Carrier Focused

Women

Device Focused

Men

Device Features

Phone Priorities Divided by Gender

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7%

33% Considered Three or more

40% Considered Two

27% Considered One

58%

Google Confidential and Proprietary

Q - When you first considered your most recent cell phone purchase, which statement best describes your mindset about the wireless service provider?
(Total Respondents=2961)
Q - How many wireless service providers did you consider when shopping for your recent cell phone purchase?
(n--1238, Unsure of Provider)
Source: Google/Compete Wireless Shopper 2.0 Study, January 2010.

I had absolutely no idea which
wireless service provider I wanted
to go with

I had some idea about which
wireless service provider I wanted
to go with

I had a pretty good idea about
which wireless service provider I
wanted to go with

I knew exactly which wireless
service provider I wanted to go
with

Mindset about Wireless Service Provider Prior to Purchase

• 73% of unsure shoppers considered more than one service provider

42% Unsure About Provider

Page 647

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sie

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Go,

22%

38% Considered Three or more l

39% Considered Two

24% Considered One

Googie Confidential and Proprietary

Q - which statement best describes your mindset about the brand of cell phone? (Total Respondents=2961)
Q - How many phone models did you consider when shopping for your recent cell phone purchase? (Total Respondents=2961)
Source: Google/Compete Wireless Shopper 2.0 Study, January 2010.

I had absolutely no idea which
brand of cell phone I wanted to
buy

I had some idea aboutwhich
brand of cell phone I wanted to
buy

I had a pretty good idea about
which brand of cell phone I wanted
to buy

I knew exactly which brand of cell
phone I wanted to buy

Mindset about Brand of Cell Phone Prior to Purchase

• 77% of unsure shoppers considered more than one manufacturer

78% Unsure About Manufacturer

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think*nsights

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