การปรับเปลี่ยนทางเศรษฐกิจ (Economic Transformation) การเสริมสร้างพลังและการมีส่วนร่วมของ ประชาชน (People Empowerment and Engagement) การสร้างนวัตกรรม (Innovation) การพัฒนาโครงสร้างพื้นฐาน (Infrastructure Development) การพัฒนาทุนมนุษย์ (Human Capital Development) การลดความเหลื่อมล้ำทางดิจิทัล (Bridging the Digital Divide) ASEAN ICT Masterplan 2015 ASEAN ICT Masterplan 2015 Strategic Trusts:
Bridging the Digital Divide (BDD): Setting-up the ASEAN BDD Task Force Comprehensive review of Universal Service Frameworks in ASEAN Inclusion of broadband into Universal Service provisioning Prioritising community access and roll-out to schools Innovation: Establishment of the ASEAN ICT AwardsSetting up the ASEAN CIO Forum People Empowerment and Engagement: Reducing mobile roaming charges ATRC Record of Intent adopted to spur reductions of intra- ASEAN mobile roaming charges Economic Transformation: Focus on SME adoption of ICT Infrastructure development: Setting-up up an Infrastructure Task Force Initialising the ASEAN Broadband Corridor and ASEAN Internet Exchange Establishment of the ASEAN Network Security Action Council การดำเนินการตาม ASEAN ICT Master Plan ในปีแรกเน้นในเรื่องต่อไปนี้
Market Trend and Industry Overview
Market Focus Asia Pacific World’s Largest Mobile Phone Market Asia Pacific has the highest number of mobile phone subscriptions of all world regions. Subscription rate are high in populated countries like China, India, and Indonesia. With the region's consumer spending on communications set to reach US$815 billion by 2015, urbanization and growing mobile Internet connectivity present opportunities for consumer services.
Enhanced Internet connectivity, for example through the increasingly popular "smart phones", presents huge potential for marketing via mobile phones. Wide mobile coverage allows reaching consumers throughout the region, including also rural consumers. Mobile phones could be used not only for communications, but also for consumer services such as money transfers (remittances) and other banking services, as is already the case in Africa. Asia Pacific - Potential
Rising of Local Brand due to China Products have improved their quality and efficiency and distributor want to make more margin. Speed becomes the crucial critical success factor for handset industry. Operator will deal direct to Factory instead of distributor like before. Consumer treat handset not only as a phone but lifestyle device. Application becomes the key consideration of handset purchase. When new technology was developed, the method of handset usage is more variety than SMS and voice but expand to Social Networking, Chatting and multimedia device. So with high price competition it will make “ High Competition on Price With Lower Margin ” To maintain the margin should make some “Differentiate” “Application and Platform” = “Differentiation” & “Recurring Revenue” Trend Analysis
I-Mobile as Device Management Analysts expect the number of Asian smartphone users to reach 347 million by 2015, from 120 million in The proliferation of smartphones will open opportunities in marketing and consumer services through mobile broadband data.
SIM PLC. Business Structure Provides Voice & Non Voice information / content through multi service channels / devices Media Businesses: TV, Magazine, Electronic Billboard, Mobile Marketing Special Event Organizer Retail Shop (i-mobile Shop, i-mobile Franchise Shop, i-mobile Franchise Kiosk) Mobile distributor & Trading i-mobile phone package Mobile Solution Samart i-mobile PLC Mobile Business International Business Export Successful SIM Business Model Handsets Content Media Other Future Products International Multimedia Business
You cannot discover the new oceans unless you have the courage to lose sight of the shore! Before and After…
Starting Ideas….. How far can you grow the company in local market… Saturated Market but still need additional Growth… Why can’t we do it if others can… Ummmm… What should we do now?
Generic Options and investment structure for a growth strategy.
Building up Strategy To make a strategy base on theory is very easy but how to make a practical strategy ??? We need more than theory…
Something like BCG matrix… Profitability (+) Profitability (-) Growth (+) Growth (-) High Performer Stable Lagging Potential Maintain growth and cost control New product and service Being branding agent: Total mobile multimedia experience Local store marketing Maintain revenue New product and service Being branding agent: Total mobile multimedia experience Cost control Improvement Sales promotion & LSM Fixed cost reduction Relocate Close Product management Optimize product mix Cost control
External & Internal Factors Internal People, People and People… External Economic, Market, Competitors, Government
Market Entry : Malaysia Population : 25.3 M. Age Structure – Median age 24.6 years 0-14 years: 31.8% years: 63.3% 65 years and over: 4.9% Ethnic Groups : Malay 50.4%, Chinese 23.7%, Indigenous 11%, Indian 7.1%, Others 7.8% Religions : Muslim 60.4%, Buddhist 19.2%, Christian 9.1%, Hindu 6.3%, Confucianism, Taoism, other traditional Chinese religions 2.6%, other or unknown 1.5%, none 0.8% Languages : Bahasa Malaysia (Official), English, Chinese (Cantonese, Mandarin, Hokkien, Hakka, Hainan, Foochow), Tamil, Telugu, Malayalam, Panjabi, Thai
How I started… Get 20 MB… But all by myself… Cafeteria at Celcom (TMI Group) is my working space for 3 Months… Newspaper is my teacher… Finally, I got the deals but…
Barriers to entry new market New entrant’s view…
Market Analysis The category continues to grow healthily. (CAGR 7%) Penetration rate already saturated that will reach 60% in 2007 Approximately 80% of the market are the prepaid customers Mobile Phone with high features have a significant growth since 2003 Although GPRS & EDGE phone play the significant portion in the market, this category will start to erode when the W-CDMA (3G) come up in 2005 Source : Company Analysis
Three Intensive Growth Strategies: Ansoff’s Product/Market Expansion Grid 1. Market Penetration Strategy 3. Product Development Strategy 2. Market Development Strategy Diversification Strategy Existing Products New Products Existing Products New Markets We are here!
I need partners… Strategic Alliances is the best … Who are the best partners then??? Power, Big, Strong,……. Who???
See what happened… First medias and dealers conference… Company breakeven in month 13 after started… 1 st year revenue USD 2M 2 nd year revenue USD 45M 3 rd year revenue USD 125M
Brand building… Who is I-Mobile? Building the brand pillar KNOWLEDGE : How well-known the brand is ESTEEM : Regard for the brand RELEVANCE : Appropriateness of the brand to consumer needs DIFFERENT I ATION : Distinctiveness of the brand
Gauging Market / Competitiveness Brand Stature ( Knowledge & Esteem) Brand Strength ( Relevance & Differentiation) We are here! New Eroding Potential Leadership Unrealized Potential
What is our positioning then… Suppose to be the same as Thai market???
Create something new…
Something to attack competitor …
First Mover advantage…
AS - IS Slow Difficult to deal with Poor communication Not systematic It’s okay not to be the best Studying the Corporate Culture Fast Friendly Excellent communication Professional We want to be the best TO - BE
Slow / Difficult Fast / Friendly Not Systematic Reliable Relevance Differentiation NOW Building the Corporate Culture
Know the concept but how… We know where we want to be but how to implement that concept….. Unity in Diversity…
Unity in Diversity… Who do you see in this photos…
Unity in Diversity… Building a house from whatever we have. But…. Not yet a Home…
Unity in Diversity… I’m not the boss… Just part of the team…
Unity in Diversity… Mixed well…
Unity in Diversity… Happy ending after emotional broke down…
Unity in Diversity…
What motivate you… The surprising value of being the best in the world… Quit the wrong stuff… Stick with the right stuff… Have the guts to do one or the other…