Personal Tech

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Part
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Personal Tech

We have compiled a list of 16 links and corresponding analysis of the media coverage contained within. We have organized all of this information within the attached spreadsheet for your convenience. Below, you will find an outline of our methodology, as well as a detailed overview of our findings, which covers the type of brand coverage being implemented, the types of publishers providing the coverage, and an analysis of any barriers or pain points to consumer adoption as exemplified by this media analysis.

METHODOLOGY

In order to fulfill your request, we first began this research by visiting the Crunchbase profiles of each of these companies. This is because Crunchbase features an ongoing media roll for each company which presents recent activity and media mentions. We sourced articles from this list of Tile's media activities, and this list of TrackR's media activities. Please note that these lists may not be entirely comprehensive of all media mentions of these companies, and that we assume these lists are auto-generated using keywords. For example, we noted that a couple of articles on Tile's media list were not actually for the Tile company, but rather for a different company that sells a product called TILE. Therefore, we made sure to only include articles which we were able to verify were talking specifically about the exact companies you are interested in.

From there, we analyzed the articles from the past year on each of these lists, and made note of any publishers who could be considered 'top tier' (i.e. publications most relevant to the customer). To help define this in a more solid way, we focused on sourcing media from publications that we could logically assume were either prestigious or well-known (including those that were most prominent within the tech sphere), and also articles which were providing information that would be useful to the consumer within their journey to purchase and/or impactful to a consumer's perception of the company.

To help organize these articles and insights in a way that could be easy analyzed, we compiled our findings into this spreadsheet. For each company, we covered the eight most relevant articles listed on Crunchbase from the past year, with 'relevant' being defined using the criteria noted in the above paragraph. We also did a high-level analysis of the overall media lists made available by Crunchbase to identify any stand-out trends within these lists.

Below, you will find our media analysis for each company. Please be aware that this analysis is being based on the detailed insights that we have compiled within the attached spreadsheet. This spreadsheet contains direct links to all the specific articles mentioned within our analysis, as well as an individual content analysis of each of the articles presented. In total, we have provided you with 16 links, eight for each company.

TILE MEDIA ANALYSIS

We analyzed eight articles from Tile's media list on Crunchbase. A collective overview of these articles can be found within this spreadsheet.

Types of brand coverage:
Tile has received mostly positive and informative coverage of its brand in the media. Tile is frequently touted in articles as being the market leader. A number of articles serve to outline Tile's evolving product lines and explain the latest features and capability upgrades. These articles tend to promote the purchase of a Tile device as being a wise one, that it will be highly beneficial to the consumer. The articles published by Star Tribune and Android Headlines are examples of this.

Other articles serve to outline Tile's recent business operations, while still including information that would be highly relevant to the consumer. These articles talk about Tile's partnerships with other companies which will bring hybridized products to consumers. For example, one TechCrunch article talks about Tile's partnership with Bose which will enable Bose to include Tile's tracking technology in Bose headsets and other Bose devices. These articles also announce the launches of Tile's latest products.

Meanwhile, some articles serve to compare Tile and its products to its competitors. Tile and TrackR are frequently mentioned as competitors within these articles, alongside new entrants, as such as MuTag and Pixie.

Analysis of publications covering the brand:
Ignoring articles that appear to be targeted specifically towards investors, as opposed to consumers (e.g. articles that talk exclusively about funding rounds), Tile appears to be mentioned the most within technology news authority websites, such as TechCrunch. Tile is also frequently being mentioned on smaller niche websites that are aimed directly at consumers looking for the latest gadgets and tech products, such as Android Headlines. Despite this, mentions of Tile within large mainstream news corporations from a consumer perspective is significantly scarce, which is clearly evident on their media roll list.

Barriers/pain points to customer adoption/usage:
According to this media analysis, the biggest barrier to customer adoption of Tile products is increasing competition. For example, one TechCrunch article indicates that Tile has recently made some layoffs within their company as a result of weak holiday sales. The article further suggests that Tile is restructuring their business model to become more of a platform-first company, as opposed to a device-first company.

Overall, these articles appear to point to the fact that there are just too many competitors within this space who are offering consumers the same features that Tile products have, but with additional differentiators which makes Tile look a bit 'basic' by comparison. For example, one article notes that MuTag has launched a tracker device that helps users stop from losing their belongings in the first place. This article highlights Tile as being a 'reactive product' (one that only helps after the belonging is lost), while MuTag is approaching the market with a product that is 'proactive' (one that prevents the loss from happening at all).

As a result of this increasing competition, this media analysis suggests that Tile is formulating numerous partnerships with other companies which will enable Tile technology to be used within existing product lines (such as the Bose partnership mentioned above). Tile is also working to differentiate itself by developing partnerships that would increase its network size, thereby increasing the geographical range in which their devices can locate lost items (i.e. locating lost items that are farther away). One article states that Tile was able to double the size of this range within the past year.

TRACKR MEDIA ANALYSIS

We analyzed eight articles from TrackR's media list on Crunchbase. A collective overview of these articles can be found within this spreadsheet.

Types of brand coverage:
TrackR's media coverage focuses heavily on their unique product offerings and the new products they are rolling out. This is evident in an article from PR Newswire, which talks about the launch of a trackable pen developed in partnership between TrackR and Cross.

Other articles serve to highlight comparisons between TrackR and its competitors, such as an article published by Digital Trends, which profiles TrackR alongside a range of other tracking devices.

The positive and negative sentiments being expressed about this company in the media appear to be mixed. For example, one article published by EY announces TrackR as a semifinalist for a prestigious EY business award, while articles published by TechCrunch and TechSpot highlight that TrackR laid off almost half of its staff recently, despite the fact that TrackR did not see weak holiday sales (as Tile did). An article on Gizmodo lambastes the cost of the new TrackR/Cross trackable pen, which retails at $400.

Lastly, a handful of articles about TrackR serve to promote deals that the company is running. For example, an article published by Android Headlines talks about how TackR was featured in Amazon's Gold Box Deal of the Day just around the holiday season.

Analysis of publications covering the brand:
Overall, TrackR appears to be getting a significant amount of media attention based on their media roll, however, the vast majority of this attention seems to be coming from very small niche sites, which is evident based on an overview of this same media roll. TrackR has been featured in a handful of prominent mainstream publications, such as Fortune and HuffPost, however, these articles either were not published within the past year, or the article content does not appear to be targeted towards consumers, but rather is targeted exclusively at investors. Despite this, TrackR is being featured in a range of prominent technology news outlets such as TechCrunch, Gizmodo, and Digital Trends.

Barriers/pain points to customer adoption/usage:
The mixed sentiments displayed about this company is something that we assume would be a deterrent for some consumers. However, TrackR does include some important differentiators which we assume likely soothes most of its typical consumer adoption barriers (such as high competition in the market, which we noted above is something that is significantly affecting Tile). For example, one article notes that TrackR is compatible with Alexa, which is not something that Tile can do.

Despite this, the biggest barrier this company appears to be facing is with its own internal operations. For example, an article published by Tech Spot quoted a company insider who states that the company is "burning cash at an alarming rate." We assume that sentiments such as these suggest the company may not have a sustainable business model, and we further assume that this is a deterrent for customers looking to purchase a product in which the usability of the product is dependent on the company's survival. To reiterate this point, we assume that since the use of a TrackR device is dependent on the use of TrackRs app, the TrackR device would become useless to the consumer if TrackR were to fail as a company. We assume that customers would be hesitant to purchase such a product from a company if they realized the company was suffering financially/internally.

CONCLUSION

In closing, we have provided a total of 16 links to media coverage of Tile and TrackR that have been published within the past 12 months. These links can be found within the attached spreadsheet.
Sources
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