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

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)

- KEY DRIVER - TO MOVE TO SMARTPHONE

- KEY BARRIER - TO MOVE TO SMARTPHONE

BETTER MOBILE EXPERIENCE IT’S COMPLICATED

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 -

- 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 –  

- 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

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 -

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

- 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

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

- P O R T F O L I O -

- 6 P S -

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

DREAM.