Asus UL20A-A1 Thin and Light Laptop

Word of Mouth (WOM) Analysis

Text of 320 Customer reviews, published at Amazon.com, BestBuy.com, Newegg.com and others before September 1, 2010, was analyzed by
Opinion Miner software to produce the following findings.

What Do Customers Ultimately Buy After Viewing

Asus UL20A-A1 Amazon Page Toshiba Satellite L645D-S4036

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Summary

 The Defection Rate of Asus Brand is 36%. This is 14.2% higher than the average for this category of products. The Toshiba laptop is experiencing
only 12% Brand Defection Rate.

 Asus buyers rave about the product Appearance/Style. This exceeds its next competitor (Acer) by 12.7%.

 Asus Trackpad is one of most popular features with its customers (1.80), along with Design/Build Quality (1.90) reputation. Both exceed its
competitors by a sizable margin.

 Price/Value perception is the most troubling indicator, that is while positive at 1.19, falls behind its next competitor (Toshiba) by 16%.

For evidence (verbatim) please see these reports Asus UL20A, Toshiba L645D and Acer AS5251

Market Intelligence Report

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206 Water Street, Pt. Richmond, CA 94801 415-742-2580
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 Newcomers came with the bang, but Asus CSI holds its own

1.8
1.6
1.4
1.2
1 Asus UL20A-A1
0.8 Toshiba L645D
0.6 Acer AS5251
0.4
0.2
0
Q4 Q1-2010 Q2 Q3

Asus Customer Support reputation makes UL20A-A1 look vulnerable at this time.

Product Support Reputation

1.02
1.00
0.98
0.96
Scores

0.94
0.92
0.90
0.88
0.86
Q4 Q1-2010 Q2 Q3
Asus UL20A-A1 1.00 0.92 0.96 0.99
Toshiba L645D 1.01
Acer AS5251 1.00

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 Product Attributes Comparison

2.50

2.00

1.50

1.00
Asus Score
0.50
Toshiba Score
0.00
Acer Score

Asus Toshiba Acer

Negative Positive Negative Positive Negative Positive
Product Attribute Score Votes Votes Score Votes Votes Score Votes Votes
Usability 1.56 5.4% 94.6% 1.78 5.3% 94.7% 2.00 0.0% 100.0%
Keyboard 1.34 11.6% 88.4% 1.85 0.0% 100.0% 1.37 0.0% 100.0%
Weight/Size/Portability 1.52 0.0% 100.0% 1.35 0.0% 100.0% 1.00 0.0% 100.0%
Display 1.65 3.3% 96.7% 1.42 0.0% 100.0% 1.54 0.0% 100.0%
Battery Life 1.28 0.0% 100.0% 1.33 0.0% 100.0% 0.80 100.0% 0.0%
Price/Value 1.19 28.6% 71.4% 1.38 15.4% 84.6% 1.50 6.7% 93.3%
Performance 1.30 0.0% 100.0% 1.80 0.0% 100.0% 1.00 0.0% 100.0%
Appearance/Style 2.00 0.0% 100.0% 1.10 0.0% 100.0% 1.75 0.0% 100.0%
Design/Build Quality 1.90 7.1% 92.9% 1.20 0.0% 100.0% 1.40 25.0% 75.0%
Speakers/Sound 1.90 22.2% 77.8% 0.90 57.1% 42.9% 1.83 0.0% 100.0%
Trackpad 1.80 0.0% 100.0% 1.00 0.0% 100.0% 1.00 0.0% 100.0%
©Amplified Analytics Inc.
206 Water Street, Pt. Richmond, CA 94801 415-742-2580
info@amplifiedanalytics.com www.amplifiedanalytics.com
This analysis is produced using Opinion Miner© software.

Source of Data: This analysis uses a statistically representative subset, but not the complete set of the customer reviews published on popular public sites such
Amazon.com, BestBuy.com, Newegg.com, Cnet.com and others, before September 2, 2010. For exact numbers of reviews analyzed, please refer to Market Intelligence
Report on page 2 of this document. In the course of an engagement, the complete set would be collected, monitored for updates, processed and analyzed. Products,
brands and their competitors are selected by Amplified Analytics’ customers.

For evidence (verbatim) please see these reports Asus UL20A, Toshiba L645D and Acer AS5251

©Amplified Analytics Inc.

206 Water Street, Pt. Richmond, CA 94801 415-742-2580
info@amplifiedanalytics.com www.amplifiedanalytics.com