Young Marketers Elite Graduation 2015 - B Phone topic - Team 1

1. GRAND PRESENTATION - B PHONE
Nhật Duy – Minh Vũ – Kim Hà – Võ Thi – Tú Oanh

2. 49% 51%
- M O B I L E M A R K E T -
Source : GfK 2014
MORE THAN HALF Vietnamese are
using FEATURE PHONE
The penetration of smartphone is
more than 200%/YEAR *
There’s a BIG OPPORTUNITY in
SWITCHING this group to use
smartphone
* Source InMobi – 2013 (n =1,200)

3. - KEY DRIVER -
TO MOVE TO SMARTPHONE
- KEY BARRIER -
TO MOVE TO SMARTPHONE
BETTER MOBILE
EXPERIENCE
IT’S COMPLICATED

4. OUR TARGET
THE PROGRESSIVE
Relatively BIG size
Have motivation to move on in life
- S E G M E N T A T I O N I N R U R A L -

5. - A R E A S O F I M P R O V E M E N T -
DEMOGRAPHICS
• Age: 35 - 45
• 76% having families
• Income: B C+
• Mostly have not passed high school
• Location: RURAL
ATTITUDES
• Positive outlook towards life (72%)
• Make further progression in life by f
ollowing plans patiently (78%)
• Wiling to pay for high quality bran
ds (79%)
• OPEN TO NEW THINGS (60%)
CONCERN
• Family health
• THEIR FUTURE
MOBILE USAGE
MOST DESIRED FUNCTIONS
1. Calls
2. Text message
3. Listening to FM radio
4. Taking photo
5. Playing game
6. Internet browsing
CONNECTION ENTERTAINMENT INFORMATION
- T H E P R O G R E S S I V E –

6. - B I G N E E D S -
CONNECTION ENTERTAINMENT INFORMATION
- B A R R I E R -
IT’S COMPLICATED
- I N S I G H T -
I know how a
smartphone can help
me to have better
mobile experience.
However, smartphone
is SO COMPLICATED
that I’m afraid I can’t
use it

7. Top need of them is to
connect with their children
Every year, more than
2,000,000 students & workers
travel from rural areas to big
cities to study & work
2/3 parents call their children
at least 1 a week
Parents always care about
how their children are doing
especially when they’re
living far away and seeing
their faces make parents
feel closer.
Listening to FM radio on phone
is their top need for
entertainment
53% listen to radio and they
often listen to radio when
away from home. While they
watch TV instead of radio
when staying at home.
They listen to radio because
of its convenience, even
they prefer to enjoy things
combining sound and
Image.
Top need is to update daily
information immediately
They know that e-information
can keep them up-to-date
even faster than TV or
newspaper.
They know that their current
sources of information are
slower than e-information
meanwhile PC with big
screen is not convenient.
- CONNECTION - - ENTERTAINMENT - - INFORMATION -

8. CONNECTION ENTERTAINMENT INFORMATION
- SOLUTIONS -
Video Call Mobile TV
Wide angle camera
Voice enhancing mic
Big screen size: 5.7 inch
HD speaker
Big screen size: 5.7 inch
Reading mode enhancing
Categorized information
E-newspaper
BO – A virtual assistant for Vietnamese
JUST ASK and BO will complete every task through
Vietnamese Voice
Send
MSM
Control
Mobile TV
and more …
Make calls/
video calls
Search
movies & music

9. - P O S I T I O N I N G -
A smartphone improving
mobile experience
The progressive
- Age: 35 - 45
- 76% having families
- Income: B C+
- Mostly have not passed
high school
- Location: Rural
The most EASY-TO-USE
mobile experience
- BO – a virtual assistant
for Vietnamese
- BOS - Simplified and
Localized OS for
Vietnamese
Provide what
NEED
To
WHOM
Differentiated
by
Reason
to believe
The most Easy-To-Use smartphone to improve mobile experience of Vietnamese

10. I know how a smartphone can help me to have better mobile
experience. However, smartphone is SO COMPLICATED that I’m
afraid I can’t use it
Functional:
Improve mobile
experience
The most EASY TO
USE experience
THE PROGRESSIVE
Competitors:
- Phillips
- Samsung
- Zenphone....
And other Chinese brands
Vietnamese Technology Brand
Software Development and Cloud computing
service
- Values, Beliefs:
Upgrade, Simplicity
Convenience
- Personality:
Insightful
Friendly
Smart
IMPROVING LIFE
BRAND ESSENCE
- BO – a virtual
assistant for Vietnamese
- Bigger screen
- Big Physical keyboard
- Simplified and
Localized OS for
Vietnamese
DEMOGRAPHICS
• Age: mostly 35 - 45
• 76% having families
• Income: B C+
• Mostly have not passed high school
• Location: RURAL
Mobile phone usage
• Use basic functions : call, sms …
Emotional:
Life gets better
BRAND ESSENCE
IMPROVING LIFE
COMMUNICATION BIG IDEA
UPGRADE YOUR LIFE

11. - P O R T F O L I O -

12. - 6 P S -

13. is well known as a leading SOFTWARE
DEVELOMENT company of VIETNAM
They truly UNDERSTAND VIETNAMESE life more
than any foreign competitors
DREAM.