Reticle Research Report Update, February 2022
Welcome to the free edition of The Reticle Research Report (R3), where we share summaries of recent issues available to paid subscribers and highlight other commentary by principal analyst Ross Rubin. Please feel free to share this issue. As always, you can sign up for a trial subscription to R3.
Research in the Paid Edition of R3
From spreading views to passing time: Why we argue online
More than half of U.S. adults say that they engage in arguments online. In the wake of the Spotify controversy around The Joe Rogan Experience’s hosting of vaccine detractors, we looked at why consumers say they argue online. Reasons ranged from the impassioned to the impersonal with men more likely to cite virtually any reason.
Apple Music Voice Plan draws commoditized content deeper into Apple's ecosystem
With the advent of the Apple Music Voice Plan, Apple aligns the value of its first modern content service with those of emerging services such as Apple Arcade and Apple TV+. We examined Apple’s and Spotify’s relative strength across major voice portals such as smart speakers and earbuds. We also analyzed the value of similar offerings over the years to determine customer acquisition strategies for the Voice Plan. Finally, we addressed strategies for Apple competitors, with particular emphasis on the Apple Music-Spotify competitive dynamic.
Interest in device upgrade/content subscriptions shifts bundle value perceptions
An emerging key difference between traditional installment plans and bundles from Apple and Google is how the ecosystem stewards now roll up content offerings and, in the case of Google’s Pixel Pass, bundling of content and device. We looked at how consumer interest in Apple and Google content bundles, including the degree to which bringing phone upgrades into the mix sweetens the deal for consumers, as well as what may be some opportunities for out-of-the-box bundles.
Other Commentary
ZDNet
In the run-up to and following CES, we evaluated the prospects of Dell’s hybrid work computing concepts, discussed how major PC chip companies are driving collaboration between CPU and GPU architectures and looked at the implications of Intel’s grand Evo brand expansion. We also looked at why U.S. options for premium Android handsets will continue to lag far behind those in Europe.
Techspansive
Our podcast with economist Shawn DuBravac of Avrio Institute discussed major tech news events, including Qualcomm’s new mobile gaming platform, Google’s move into online storefronts, and Meta’s stock decline as Facebook membership fell.
In the Media
We shared thoughts on some of the challenges facing play-to-earn game business models and why Apple isn’t among the companies jumping in to create the metaverse as well as its leadership in wearables.
About R3
Powered by analysis of exclusive, original, proprietary, timely, and independently produced data, The Reticle Research Report (“R3”) helps tech industry stakeholders gain deeper, more actionable intelligence on topics shaping the tech economy. These include:
Big Tech sentiment
Extended reality and the metaverse
5G and mobility
Voice agents and privacy
Hybrid workplace dynamics
Computing and wearables
R3 offers the data-driven insights associated with a syndicated research service with the accessibility and timeliness of a newsletter. Please contact info@reticleresearch.com for feedback, questions, and comments, or learn more about our services. Members of the media may request subscriptions or further commentary at media@reticleresearch.com.
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About Ross Rubin
Ross Rubin is the founder and principal analyst at Reticle Research and the editor of R3. The former chief research fellow at Jupiter Research (acquired by Forrester Research) and executive director at The NPD Group, he has been a technology industry analyst for over 20 years. Ross contributes to ZDNet and Fast Company, hosts the Techschanges interview series, and co-hosts the Techspansive podcast.
Ross holds no investing position in any technology companies. Companies mentioned in R3 may be past or current clients of Reticle Research. They are not consulted regarding its content.