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"CompetitoR" Defeating the Iphone 3G

# 1 Introduction

# 1 Introduction

# 2 Business Case & Product launch Plan

# 2 Business Case & Product launch Plan

* 2.1 Strategic planning

* 2.1 Strategic planning

* 2.2 Tactical planning

* 2.2 Tactical planning

X-Brands Presentation Baptiste Bassot

& Product launch Plan * 2.1 Strategic planning * 2.2 Tactical planning X-Brands Presentation Baptiste Bassot

Introduction

The Iphone 3G: Poised to conquer the world?Introduction Heavy Marketing & Buzz Beautiful telephone Limitations in the Japanese markets No keyboard No predictive

Heavy Marketing & BuzzIntroduction The Iphone 3G: Poised to conquer the world? Beautiful telephone Limitations in the Japanese markets

Beautiful telephone3G: Poised to conquer the world? Heavy Marketing & Buzz Limitations in the Japanese markets No

Limitations in the Japanese marketsthe world? Heavy Marketing & Buzz Beautiful telephone No keyboard No predictive input No Felica (mobile-wallet)

No keyboardBuzz Beautiful telephone Limitations in the Japanese markets No predictive input No Felica (mobile-wallet) X-Brands

No predictive inputtelephone Limitations in the Japanese markets No keyboard No Felica (mobile-wallet) X-Brands Presentation Baptiste

No Felica (mobile-wallet)telephone Limitations in the Japanese markets No keyboard No predictive input X-Brands Presentation Baptiste Bassot

X-Brands Presentation Baptiste Bassot

Competitor's opportunity

Cover Iphone limitationsCompetitor's opportunity Open-source softwares (OS+applications), cheap & targeting general users and geeks

Open-source softwares (OS+applications), cheap & targeting general users and geeksCompetitor's opportunity Cover Iphone limitations Beautiful & cheap OEM handset, open development (partners in

Beautiful & cheap OEM handset, open development (partners in China)softwares (OS+applications), cheap & targeting general users and geeks X-Brands Presentation Baptiste Bassot

X-Brands Presentation Baptiste Bassot

2.1 Strategic planning

2.1.1 Competitive stance

2.1.1

Competitive stance

Offer a better, cheaper phone, covering limitations of actual Iphone, marketed firstly toward geeks and

Offer a better, cheaper phone, covering limitations of actual Iphone, marketed firstly toward geeks and Akiba-kei

2.1.2 Market strategy

2.1.2

Market strategy

Cannot fight Apple Mktg machine, so use it. "same but better"

Cannot fight Apple Mktg machine, so use it. "same but better"

handset, buzz on blogs

Handset offered through AU Kddi

because not yet 3G and smartphone

2.1.3 Company strategy

2.1.3

Company strategy

Source and co-develop smartphones tailored for Japanese/Asian markets

Source and co-develop smartphones tailored for Japanese/Asian markets

2.1.4 Product strategy

2.1.4

Product strategy

for Japanese/Asian markets 2.1.4 Product strategy Source cheap softwares from open source community, and let

Source cheap softwares from open source community, and let developers play with it: open architecture and free ecosystem. OEM handsets sourced & co-developed from China. Launch end of 2008

X-Brands Presentation Baptiste Bassot

2.2 Tactical planning

2.2.1 Product: Specifications and brand

2.2.1 Product: Specifications and brand

2.2.2 Pricing: Price level & price policy

2.2.2 Pricing: Price level & price policy

2.2.3 Promotion: Promotion expenditures & sales force

2.2.3 Promotion: Promotion expenditures & sales force

2.2.4 Distribution: Distribution channels & expenditures

2.2.4 Distribution: Distribution channels & expenditures

2.2.5 Product development

2.2.5 Product development

2.2.5 Product development
2.2.6 Budget

2.2.6 Budget

X-Brands Presentation Baptiste Bassot

2.2.1 Product: Specifications and brand

Competitor:2.2.1 Product: Specifications and brand Better Iphone, making fun of Apple Specifications: Same screen but: Larger

2.2.1 Product: Specifications and brand Competitor: Better Iphone, making fun of Apple Specifications: Same screen but:

Better Iphone, making fun of Apple2.2.1 Product: Specifications and brand Competitor: Specifications: Same screen but: Larger with small keyboard sliding

Specifications:and brand Competitor: Better Iphone, making fun of Apple Same screen but: Larger with small keyboard

Same screen but:Better Iphone, making fun of Apple Specifications: Larger with small keyboard sliding (12 keys) Felica chipset

Larger with small keyboard sliding (12 keys)

Felica chipset includedSame screen but: Larger with small keyboard sliding (12 keys) Only 1 model X-Brands Presentation Baptiste

Larger with small keyboard sliding (12 keys) Felica chipset included Only 1 model X-Brands Presentation Baptiste

Only 1 model

X-Brands Presentation Baptiste Bassot

2.2.2 Pricing: Price level & price policy

 

handset cost carrier bundle

carrier to manufacturer

Purchase price in shop

Competitor

30,000

AU 2Y

1500Y + 500Y/month

23,000

Iphone

SB: 2Y min

25,000

High-end Non-smartphone

2Y on all carriers

20,000

Blackberry

DCM: 2Y, corporate

30,000

cost

30,000

revenus

results

 

at purchase

24,000

at purchase

-6,000

After 1 year

30,000

After 1 year

0

After

2 years

36,000

After 2 years

6,000

After

3 years

42,000

After 3 years

12,000

After

4 years

26,400

After 4 years

-3,600

Quantity sold

Results

Year 1

45,000

0

Year 2

95,000

270,000,000

Year 3

70,000

570,000,000

Year 4

25,000

1,398,000,000

 

2,238,000,000

$20,345,454.55(@110Y/USD)

X-Brands Presentation Baptiste Bassot

2.2.3 Promotion: Promotion expenditures & sales force

Actions towards AU (Kddi)2.2.3 Promotion: Promotion expenditures & sales force Fill gap in line-up: The smartphone for Japan In

Fill gap in line-up: The smartphone for Japanexpenditures & sales force Actions towards AU (Kddi) In store representation: demos + on-screen Actions toward

In store representation: demos + on-screenAU (Kddi) Fill gap in line-up: The smartphone for Japan Actions toward community Insist on Open

Actions toward communityfor Japan In store representation: demos + on-screen Insist on Open platform and deliver demos and

Insist on Open platform and deliver demos and products to geeks & blogsrepresentation: demos + on-screen Actions toward community Start developing apps Actions in General medias Smartphone

Start developing appsplatform and deliver demos and products to geeks & blogs Actions in General medias Smartphone for

Actions in General mediasand products to geeks & blogs Start developing apps Smartphone for Japan and by Japan, Open

Smartphone for Japan and by Japan, Open and evolving -> press releases and AU comand products to geeks & blogs Start developing apps Actions in General medias X-Brands Presentation Baptiste

X-Brands Presentation Baptiste Bassot

2.2.4 Distribution: Distribution channels & expenditures

2.2.4 Distribution: Distribution channels & expenditures AU to be sole distributor To convince AU: demos of

AU to be sole distributor

To convince AU: demos of prototypes

To convince AU: demos of prototypes

50 handsets distributed & in rotation in shops

50

handsets distributed & in rotation in shops

(50 * 30,000 = 1,500,000 )

50 small TV demos (50 * 30,000 =

50

small TV demos (50 * 30,000 =

1,500,000 )

50 handsets distributed through internet to

50

handsets distributed through internet to

prescriptors (50 * 30,000 = 1,500,000 )

Joint Website (500 000 ¥ )

Joint Website (500 000 )

X-Brands Presentation Baptiste Bassot

2.2.5 Product development

Software & Hardware2.2.5 Product development Use of open source OS & applications, native localization Development work limited

Use of open source OS & applications, native localization2.2.5 Product development Software & Hardware Development work limited (25,000,000 ¥ ) for integration &

Development work limited (25,000,000 ¥ ) for integration & prototyping ) for integration & prototyping

Hardware sourced at low-cost on Iphone suppliers and other handhelds suppliers(25,000,000 ¥ ) for integration & prototyping TouchScreen, Chipset, Keyboard, Felica, GPS Subcontract

TouchScreen, Chipset, Keyboard, Felica, GPSlow-cost on Iphone suppliers and other handhelds suppliers Subcontract production (scalable and flexible) Initial

Subcontract production (scalable and flexible)suppliers TouchScreen, Chipset, Keyboard, Felica, GPS Initial provisioning batch of 2,500 units (75,000,000 ¥

Initial provisioning batch of 2,500 units (75,000,000 ¥ ) )

X-Brands Presentation Baptiste Bassot

2.2.6 Budget

Budget

slides JPY

USD (@120)

 

Suppliers research

4,000,000

$33,333.33

Financing rounds

2,000,000

$16,666.67

Logistic costs

4,000,000

$33,333.33

distribution channels

2.2.4

10,000,000

$83,333.33

R&D

2.2.5

25,000,000

$208,333.33

initial provisioning

2.2.5

75,000,000

$625,000.00

TOTAL

120,000,000

$1,000,000.00

Simple Income statements

JPY

Y1

Y2

Y3

Y4

Gross profit (2.2.2) expenses

- 45,000,000 130,000,000 360,000,000 1,163,000,000 45,000,000 14,000,000 14,000,000 14,000,000

financing costs (8%)

97,200,000

Net profit

- 90,000,000 18,800,000 346,000,000 1,149,000,000

 

USD

-$750,000.00 $156,666.67 $2,883,333.33

 

$9,575,000.00

Financing needs

NPV

ROI

$750,000.00

$8,746,668.91

X-Brands Presentation Baptiste Bassot

11,865,000

10.87