growinglenovo

smartphonein

Indonesia

SITUATION ANALYSIS

Low Internet & 3G Penetration

Preferred Internet Device is Mobile

25% YoY growth

presents a huge

opportunity for lenovo

smartphones

Since 2000, Internet Usage has grown by 1500% Mobile growing at 25%

Indonesian Mobile Market

*BBC Indonesia Country Profile, www.mobilemonday.net

US$1 = IDR 9,500

92%

8%

Population in Indonesia

Mobile Users Non-users

44.6 M 176.6 M

Smart

PhoneFeature

Phone

220 M

240 M

NOW: Beginning of Growth Phase

37 Million

05 Million

03 Million

2012

MARKET ANALYSIS

SEGMENTATION

TARGET MARKET

Fastest growing customer segment

Competitive Advantage in Pricing

Early adopters of technology

High propensity to spend on devices

Competition

44.6 M 176.6 M

Smart

PhoneFeature

Phone

44.6 M

52.20%33.40%

9.50%

3.60% 0.80%

Android Apple BlackBerry Microsoft Symbian

46.00%

29.00%

9.50%

7.20%

8.30%

Nokia Samsung Mito Cross Others

176.6 M

Lenovo offers smartphones for the middle

income segment with the latest technology,

style and a wide range of applications at a

price more affordable than Blackberry

POSITIONING

MARKET PLAN

Purbo wants a smartphone that allows him to

access Facebook, Twitter, the web, play

games, and connect with his friends and family

while at the same time looking cool and “in”

without costing him too much.

Combining form and functionality at prices that

you can afford

Lenovo mobile is backed by the manufacturing

and R&D capabilities of Lenovo computers,

which is a rapidly growing computer brand

Smartphones

Starting @ $168

Connect with your friends and family using Lenovo phones having latest

technology at affordable price

Available in exciting colors

Customer Insights

Benefit Statement

RTB

5.0" HD 720p IPS-LCD Multi-Touchscreen

Android 4.0 Ice Cream Sandwich

1.4GHz Quad Core Exynos 4412 Processor

1GB RAM, 8GB ROM

8MP AF with Dual LED Flash rear camera + 2MP front camera

2250mAh battery capacity

2500mAh battery capacity with Lenovo Power Saving

Application

1GHz Dual Core CPU

3G/HSPA Technology

4" IPS wide angle viewing multi-touchscreen

Android 4.0 Ice Cream Sandwich

Dual SIM / Dual Standby

Android 2.3 Gingerbread Operating System

2 Megapixel Camera with Panorama Mode

3.5" Capacitive Multi-Touchscreen

1 GHz Processor

A60+

P700i

K860

PRODUCT

Direct Channel

1)Lenovo showrooms

2) Lenovo Websites

Indirect Channel

1) Distributors or Wholesalers

2) Retailers or dealers

3) E-commerce

PLACEMENT

Awareness1) TV /Radio ads

2) Print media

3) Online Ads

4) OOH

Interest1) Kiosk

2) Organize events and sponsorship

3) Exclusive showrooms

4) Ratings

Desire 1) WOM

2) Social media

3) Lenovo ecosystem

4) Blogs

5) Reviews by Tech

Action1) Offers and promotions

2) Partnership with telecom provider

3) Partnership with ecommerce site

PROMOTION

PRICING

• Existing below-the-radar players offering smartphones from as low as US$50 to capture bottom of the market

• Apple, BlackBerry, Samsung, etc. compete in high-end of market

• Lenovo focuses on the underserved mid-segment of the market

• Lowest Price - $110

• Highest Price - $500

Authority

Approval

Identification

Product

Service

Affinity

Performance

Brand Equity

BRAND EQUITY

QUESTIONS?

Population 240 million

Internet Users 55 million

% Internet penetration 23%

Facebook Users 37 million

Twitter Users 5 million

Blackberry users 3 million

Mobile Phone users 220 million

% Mobile Penetration 92%

% Smartphones vs feature phones 20%

% Mobile Internet Users 29%

Average ARPU IDR 23,238**

*BBC Indonesia Country Profile, www.mobilemonday.net

US$1 = IDR 9,500

Indonesia Facts*

1) Elegance and Style

2) Easy to use interface

3) Compatibility with other devices and fast internet service

4) Facilities like scanning Business card etc

5) Easier and faster mailing service

6) Memory

1) Price and trendiness

2) Technology and internet connectivity

3) Music, video and Camera

4) Compatibility with other devices

5) Access to all modern apps

6) Longer battery life and Durability

7) Memory

1) Price

2) Durability

3) Ease of use

4) Essential feature are must

5) Post sale service

CUSTOMER PROFILING

group 7Charissa Bulos

Kushagra Sagar

Madhuranath R

Nirav Doshi

Sahil Shah