Mobile World Congress: Buzz Wrap-Up

February 17th, 2011

Topics: Buzz, Events, Mobile, Mobile Measurement, Perspectives, User Experience

This post is part of a series covering the 2011 Mobile World Congress. You can see the entire series here

MWC 2011 Buzz Winners: Samsung, LG, HTC, and Sony win for product innovation; Tablets are Here to Stay; Google / Android Dominates Platform

As Mobile World Congress 2011 (MWC 2011) draws to a close, executives, engineers and marketers around the globe are working to sort through the hundreds of announcements to learn what brands, products and operating systems are leading the charge. Webtrends, the global leader in digital analytics, analyzed global MWC 2011 buzz across social networks, blogs, microblogs and news sites this week to uncover who the winners of the biggest mobile industry week are.

Samsung Wins Brand War: Samsung and HTC fought for the lead buzz spot Monday (Samsung led with 32%) and Tuesday (HTC led with 30.8%) but the overall brand winner at Mobile World Congress 2011 was Samsung. This brand win comes on the heels of Samsung’s buzz domination at CES 2011. Google was the second most buzzed about brand, attributable to its dominating Android platform, while HTC came in as the third most buzzed about brand thanks to innovative tablets and smartphones introduced at the show. Chinese brands Huawei and ZTE had surprisingly very low buzz in the English-language buzz tracked globally this week.

It’s a Tablet World: While this Barcelona-based show has always revolved around handsets, tablets now have a near-equal amount of mindshare. Tablets closed the week with 48% of the buzz, as compared to 52% buzz for handsets, the Mobile World Congress default product in years past. The tablet presence was impressive, especially when considering the iPad came onto the market only 10 months ago.

MWC 2011 Tablet Winners When it comes to the products, two tablets dominated the category: the Samsung Galaxy Tab 10.1 and LG Optimus 3D. iPads continued to be the accessory du jour on site in Barcelona, and maintained a 20% buzz share likely attributable to its de facto standing in the category, and to speculation about next generation features. RIM’s Playbook and HTC’s Flyer each had about 11% of total MWC 2011 buzz, while HP’s Touchpad, based on Palm OS, didn’t generate much viral interest.

Move over iOS, Android is the new darling. Keeping in mind that Apple skips most major shows, including Mobile World Congress, it is no surprise that Android drove OS buzz, with the massive amount of products that were introduced on the Android OS this week. Microsoft’s Win 7, largely attributable to the Nokia partnership announcement, held almost 20% of the buzz, while Symbian and Palm fell virtually flat.

MWC 2011 Smartphone Winners: Smartphone buzz was led by three innovative introductions that bring: 4.27” Super AMOLED Plus screen with category-leading -thinness (Samsung’s Galaxy S II), 3D capture and playback (LG’s Optimus 3D) and Playstation gaming (Sony Ericsson’s Xperia Play) to the smartphone category. Absent Apple managed to snag an impressive amount of show buzz for last year’s iPhone 4, since it won top honors at Mobile World Congress 2011 as the “Best Mobile Device.”

All data was gathered using Webtrends Social Measurement and analysis was conducted by Webtrends analysts.

  • http://Website James O’Kieffe

    I would like to know why in the last graphic, the iPhone4 with 16,2% appears 2 times and the sum isn’t 100%?

  • http://Website guest

    hi, wondering why you guys misssed motorola’s new tablet “Xoom” – Google search shows it outnumbers other new tablets.

    • Marko Z Muellner

      Hi Lucy, thanks for the comment and good catch! We went back and took a look at tablet buzz including Xoom. While Motorola’s Xoom did have some buzz during MWC 2011, it trailed behind LG’s Optimus (28.4%), Samsung’s Galaxy Tab (24%), Apple’s iPad (19.6), and HTC’s Flyer (11.6) with just 7.5% buzz share. Hope that helps.