Created and presented to C-level management at Ident Technology in Germany by Henry Wong

1. Marketing Action Plan
Henry Wong
December 2011

2. Contents
• New initiatives, e.g. for GestIC
• Improvements (e.g. Website, Social Media, etc.)
• Area’s of focus
• Core activities
• Major watchpoints
• Market segment landscape
• Whole product offering
• Partnerships and why
• Requirements from you to do your job best
• Corporate requirements and disciplines required
• Your “interfaces”
• My action plan
• Summary
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3. New Initiatives - GestIC
• Market intelligent
• SWOT analysis
• N.U.D.
• New stories
• Innovative features
• Value proposition
Expand GestIC into key product segments with
new design-wins
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4. Improvements
(e.g. Website, Social Media, etc.)
• Increase presence and awareness with
social media
• Multi-language
• Media content
• Branding
• PR, tradeshows, and events
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5. Area’s of focus
• Consumer electronics
• Grow IDENT footprint
• HID (Human Interface Device)
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6. Core activities
• Market requirement
• Assess existing and potential markets
• Product strategy and positioning
• Marketing activities
• Go-to-market plan
• Value proposition
• Technical document
• Business development
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7. Major Watchpoints
• Market data and trend
• Customer feedback and acceptance
• Competitive situation
• External forces
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8. BUnits
 TAM (Mobile Phone): ~1.4b units CAGR 6%
 TAM (Smartphone):~ 300M units CAGR 25%*
 Android, iOS are growing rapidly, Symbian important but in decline
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*IDC Predictions
2009 20102009 2010
Top 10 still dominate, but Android has
lowered the barrier to entry for others
MUnits
MUnits
Mobile Market Landscape
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9. PC Market Landscape
• Forecast ~365 million units in 2011
• Emerging markets growth
– China has become world’s number 1 PC market
– United States in 2nd
– Brazil in 3rd.
• Notebook continues to grow over desktop
– Desktop owners are replacing their system with notebook
• Sinking ASP
• Windows 8 launch aiming at end of 2012; will help PC volume in 2013
and beyond
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10. 19%
12%
12%
10%6%
41%
Top5 PC OEMs
HP
Acer
Dell
Lenovo
Toshiba
Other
* in million
WW PC Market
0
100
200
300
400
500
2009 2010 2011 2012 2013
World-wide PC Shipment Growth*
2009 2010 2011 2012 2013
77 98 113 134 15733 33 29 31 34
54 57 56 57 55
Consumer PC Segment*
Notebook Netbook Desktop
2009 2010 2011 2012 2013
50 58 66 78 918 10 12 13 1581 88 92 95 98
Commercial PC Segment*
Notebook Netbook Desktop
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11. Tablet Market Landscape
• 7” to 12” form factor
• Complementary device focus on consumption
• Impact of tablet on PC business
– Consumer notebook PC are still seeing double digit
CAGR 2011-2015.
– Multiple PCs per person in developed markets
– 25% owns more than one.
• ~17 million unit shipment of tablet in 2010
– (88% of it is iPad).
• Forecast 2012 tablet volume around 62 million unit
(iPad will account for 75% of total).
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12. External Force
• Over $300 million dollars on ultrabook marketing campaign
– Stimulate demand for PCs vs ARM-based tablets / PCs
• Ultrabook segment – ultra thin and light to compete against Apple Air
– Less than 0.8” | No optical drive | SSD | ultra low power
• Intel targeting ultrabook to be 40% of the laptop market in 2012
• Current ASP needs to be lower to gain any traction against MacBook Air
• Consumer are tightening purchase due to the economy
• Earthquake in Japan
• Flooding in Thailand
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13. Whole Product Offering
• Total solution and service
• SDK
• EVB
• Reference design
• Demonstrator
– Tablet and mobile
Collateral /
Support
Application
Software
Firmware
Integrated
Circuit
Intellectual
Property
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14. Partnerships and Why
• Stronger collaboration, endorsement, time to market
• OEM and ODM – PC, tablet, mobile, etc
• Developer community
• Platform reference design for 3D gesture and ULPP
– Intel, AMD, Qualcomm, Nvidia, TI, MediaTek, etc.
• OS ecosystem
– Windows, Android, Linux, iOS, embedded, etc.
• Co-marketing
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15. Requirement for Success
• Team support
• Resource
• Budget
• Empowerment
• Coaching / development
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16. Corporate & Discipline Requirement
• Mission
• Common goal
• Sense of urgency
• Tools, systems, and resources needed to support the
strategy
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17. My Interfaces
• Everyone
• Inbound
– Management team
– Engineering, software, sales, FAE, operations, HR
• Outbound
– Customers: OEMs/ODMs
– Partners: platform vendors, developers, etc.
– External firms/agencies
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Foster IDENT

18. My Action Plan
• Year 1
– New market research and assessment
– 4 P’s (Product, Promotion, Placement, Placement)
– Customer visit and tradeshow
– Competitive analysis
– Grow consumer demand, and generate OEM interest
– Expand GestIC into new design-win in key product segments
• Year 2
– Support growth
– Increase footprint / product segment
– Provide input to long-term business plan
– International expansion
– Collaborate NPD
– Execute corporate long-term strategy
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19. Summary
• 15+ years of semiconductor and CE experience in 3 continents
• Primary focus, on the ground, and understanding of doing
business in APAC
• Multilingual – fluent in Mandarin and Cantonese
• Worldwide networks , contacts, and relationships
– OEMs, ODMs, CEs, and industry movers like Intel, AMD, Microsoft, etc.
• Provide different and diverse perspective / experience in
MNCs
• Capable of building up teams and manage people
• Passionate about success
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20. Henry Wong 20
www.linkedin.com/in/wongh3