BU1-SEMC 2008 product assumption_pa5 [修復]

7/31/2019 BU1-SEMC 2008 product assumption_pa5 [ ]

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Proposal for BU1Part


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Contents

Who are our customersWhere is our target market

Next product line direction

Back to glory history


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13.80%

9.60%

7.30%

36.50%37.1%36.2%34.7%

33.0%33.1%

32.1%

18.5%

17.7%

20.3%

21.8% 21.1% 21.5%

14.40%

14.2%11.3%12.0%11.1%12.8%12.5%

8.9%9.0%7.8%

6.4%5.8%6.2% 6.4%6.3%

6.5%

6.6%6.9%6.7%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

2005 1Q06 2Q06 3Q06 4Q06 1Q07 2Q07

Nokia Motorola Samsung SEMC LG

Source : company data

Worldwide mobile phone market share

Target to top 3

(Unit:%)

1

2

4


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Music

imaging

Design

Entry

More choices than Walkman and Cyber-shot


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Emerging Market Handsets Plan (EMH plan

EMEA market

ULC phone grow in emerging market

Major Mobile phone manufacturer attempt to replace basic phonewith middle and low-end feature Phone.

Chindia market

1100 series C series J /K seriesW series

1100 1600 W220 W375 C140 C188


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Vivid color display help you fly into colorful outside world Best ergonomics design and ease to use UI & features

provide great comfort and convenience Dust resistance provide best durability and low cost of

ownership

Big capacity battery keep you stay connected Localized content or application gets your life easilyorganized

Voice airtime alert helps you manage your Communicationeconomically

Consumer

Value prop.

a durable color phone to guaranteeyour connection to family or friendsand more opportunity with long

battery life and ergonomic design,making your lives easier and moreconvenient.

Sellingprop.

Mainly Emerging market

Age from 18+, focus on 26 to 55 years old

Mainly low education, low family income

Demo-

graphics

Price conscious, entry level users of the market.

Conservative values and mainstream lifestyle.

Low willingness to take risks, rationalconsumers

Lifesyle

Target Group (Who)?

Volume driver to secure marketshare in entry level market forULC market

Prepaid segment: entry level

Strategy &History

Best ergonomics design and ease

to use UI & software features

Long battery life & dust resistant

Localized content or application

Selling & Value Proposition (What)?Target Group Benefits (Why)?

Emotion

al

Functional

Trend: Low Cost Ownership Category: Affordable Qty Quality Life

I can keep in touch with my family & friendsor outside world

It is easy to use and manage my daily life

convenientI can save my time & money

Consumers Profile
http://creative.gettyimages.com/source/Search/940','40','2','


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Frame of reference

37

70

10

6

(WSJ)Flint2007

FM6Flint

SEMC-2007 4 W200iHrithik Roshan W200i


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Indian lifestyle


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Indian operator mobile service reference


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SEMC

Nokia

Fact

Think

Action

Fact the challenge

SEMC

Arimacomm


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W200 W300 Z310 K310

Data GPRS GPRS /EDGE GPRS /EDGE GPRS

Size 101x44x18mm / 85 grams 90 x 47 x 24 mm /94 g 87 x 46 x 24.5 mm /90 g 101 x 44 x 17 mm /82g

ScreenUBC,65K colors128x160 pixels1.8 inches

TFT, 256K128 x 160 pixels

STN, 65K colors128 x 160 pixels

UBC,65K colors128x160 pixels

Camera: VGA, 640x480 pixels, videoVGA, 640x480 pixels(interpolated to 1.3 MP)

VGA, 640x480 pixelsVGA, 640x480 pixels,video

Bluetooth No YES YES No

Memory card M2/27 MB M2/20 MB 14 MB internal memory 15 MB memory

Battery

Stand-by :Up to 300h

Talk time :Up to 7h

Stand-by :Up to 400 h

Talk time :Up to 9 h

Stand-by :Up to 300h

Talk time :Up to 7h

Stand-by :Up to 360 h

Talk time :Up to 6 h

FM FM radio with RDS FM radio with RDS NO NO

Street Price USD$118 USD$224 USD$120 USD$134

SEMC 2007Q2 HOT sale models for emerging market

It is not about

features!

UBC (Ultra Bright Color)


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2007 5.9% 2009 6.4%

2007 47.2%


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Model Type Platform Memory Size Camera Radio Bluetooth IrDA RTL

A Bar TI Calypso 128M/32M VGA No No Yes wk738

Bar TI Locosto 256M/128M 1.3M FM Yes No wk810

Bar TI Locosto 256M/64M VGA AM/FM Yes No wk818

Bar TI Locosto 256/128M 1.3M FM Yes No 2008 Q

Slider TI Locosto 256/128M 1.3M FM Yes No wk825

Product extension study for current models

Elegant design & localization UI/SW

2008

B

C

D

E

J200 K300J210

2005 2006

Z300J220 J230 K220K200

2007

T250
http://www.phonedaily.com/mobile/phone/?prod_id=1956http://www.phonedaily.com/mobile/phone/?prod_id=1957http://www.phonedaily.com/mobile/phone/?prod_id=1955


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Low cost W200 key features list

W200 compact versionEntry walkman phone

Street price USD$118

Size 101x44x18mm

Screen UBC,65K colors128x160 pixels1.8 inches

Camera: VGA

Bluetooth No

Memory card M2 / 27 MB

BatteryStand-by :Up to 300h

Talk time :Up to 7h

FM FM radio with RDS

Street price below USD$80

Size 101x44x13mm

ScreenTFT,65K colors176x224pixels2.0inches

Camera: 1.3 MP

Bluetooth YES

Memory card M2/27 MB

Battery Longer than left

FM FM radio with RDS


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Classic walkman series style


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Mobile a lifestyle product for Indians

source: http://www.ciol.com/content/2980799431.aspx

Ignacio Germade, director design, Motorola talks abouttastes of Indian consumers on designs (Wednesday, August

29, 2007)

Just cite some dialogue as follows:

CMN: You have a design team at Bangalore, which develops products for theIndia market. Does the design studio carry out studies on user experience

and the taste of Indian consumers?

IG: Our design team has been working hard to meet the demand of the Indianmarket with innovative products. Unlike other markets the Indian consumerseek for more features on their mobile phones rather than just a voice

centric device. They demand for better design and features on the phone.

Yes, our design team is closely eyeing the consumer market in India on the

user tastes. It has been noticed that the Indian consumers are somewhatconservative, as they do not accept anything radical.


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Market news

Mobile companies tune in to beat iPhone's India entry

17 Jul, 2007, 0222 hrs IST,Writankar Mukherjee & Sreeradha D Basu, TNN

The vendors expect to consolidate their market share in India withnext-generation music-enabled handsets and innovative marketingactivities. These include launching music editions forpopular handsets,pre-loaded exclusive songs, music-oriented features and setting up

music kiosks. Latest research data, provided by Sony Ericsson,suggests over 76% of mobile users prefer listening to music on theircellphones, making it the most popular choice.

Last fiscal, about 10 million music phones were sold in India and

the numbers are expected to reach 24 million by 2007. This segmentaccounts for about 20% of the total handset sales in India. CellularOperators Association of India has projected the size of the mobilemusic industry will rise to $250 million by year-end from the present$170 million.


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What magic product we can create ?

BU1-SEMC 2008 product assumption_pa5 [修復]

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