Ident Technology Marketing Action Plan


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Created and presented to C-level management at Ident Technology in Germany by Henry Wong

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Ident Technology Marketing Action Plan

  1. 1. Marketing Action PlanHenry WongDecember 2011
  2. 2. Contents• New initiatives, e.g. for GestIC• Improvements (e.g. Website, Social Media, etc.)• Area’s of focus• Core activities• Major watchpoints• Market segment landscape• Whole product offering• Partnerships and why• Requirements from you to do your job best• Corporate requirements and disciplines required• Your “interfaces”• My action plan• SummaryHenry Wong 2
  3. 3. New Initiatives - GestIC• Market intelligent• SWOT analysis• N.U.D.• New stories• Innovative features• Value propositionExpand GestIC into key product segments withnew design-winsHenry Wong 3
  4. 4. Improvements(e.g. Website, Social Media, etc.)• Increase presence and awareness withsocial media• Multi-language• Media content• Branding• PR, tradeshows, and eventsHenry Wong 4
  5. 5. Area’s of focus• Consumer electronics• Grow IDENT footprint• HID (Human Interface Device)Henry Wong 5
  6. 6. Core activities• Market requirement• Assess existing and potential markets• Product strategy and positioning• Marketing activities• Go-to-market plan• Value proposition• Technical document• Business developmentHenry Wong 6
  7. 7. Major Watchpoints• Market data and trend• Customer feedback and acceptance• Competitive situation• External forcesHenry Wong 7
  8. 8. BUnits TAM (Mobile Phone): ~1.4b units CAGR 6% TAM (Smartphone):~ 300M units CAGR 25%* Android, iOS are growing rapidly, Symbian important but in decline8*IDC Predictions2009 20102009 2010Top 10 still dominate, but Android haslowered the barrier to entry for othersMUnitsMUnitsMobile Market LandscapeHenry Wong
  9. 9. PC Market Landscape• Forecast ~365 million units in 2011• Emerging markets growth– China has become world’s number 1 PC market– United States in 2nd– Brazil in 3rd.• Notebook continues to grow over desktop– Desktop owners are replacing their system with notebook• Sinking ASP• Windows 8 launch aiming at end of 2012; will help PC volume in 2013and beyond9Henry Wong
  10. 10. 19%12%12%10%6%41%Top5 PC OEMsHPAcerDellLenovoToshibaOther* in millionWW PC Market01002003004005002009 2010 2011 2012 2013World-wide PC Shipment Growth*2009 2010 2011 2012 201377 98 113 134 15733 33 29 31 3454 57 56 57 55Consumer PC Segment*Notebook Netbook Desktop2009 2010 2011 2012 201350 58 66 78 918 10 12 13 1581 88 92 95 98Commercial PC Segment*Notebook Netbook Desktop10Henry Wong
  11. 11. Tablet Market Landscape• 7” to 12” form factor• Complementary device focus on consumption• Impact of tablet on PC business– Consumer notebook PC are still seeing double digitCAGR 2011-2015.– Multiple PCs per person in developed markets– 25% owns more than one.• ~17 million unit shipment of tablet in 2010– (88% of it is iPad).• Forecast 2012 tablet volume around 62 million unit(iPad will account for 75% of total).11Henry Wong
  12. 12. External Force• Over $300 million dollars on ultrabook marketing campaign– Stimulate demand for PCs vs ARM-based tablets / PCs• Ultrabook segment – ultra thin and light to compete against Apple Air– Less than 0.8” | No optical drive | SSD | ultra low power• Intel targeting ultrabook to be 40% of the laptop market in 2012• Current ASP needs to be lower to gain any traction against MacBook Air• Consumer are tightening purchase due to the economy• Earthquake in Japan• Flooding in Thailand12Henry Wong
  13. 13. Whole Product Offering• Total solution and service• SDK• EVB• Reference design• Demonstrator– Tablet and mobileCollateral /SupportApplicationSoftwareFirmwareIntegratedCircuitIntellectualPropertyHenry Wong 13
  14. 14. Partnerships and Why• Stronger collaboration, endorsement, time to market• OEM and ODM – PC, tablet, mobile, etc• Developer community• Platform reference design for 3D gesture and ULPP– Intel, AMD, Qualcomm, Nvidia, TI, MediaTek, etc.• OS ecosystem– Windows, Android, Linux, iOS, embedded, etc.• Co-marketingHenry Wong 14
  15. 15. Requirement for Success• Team support• Resource• Budget• Empowerment• Coaching / developmentHenry Wong 15
  16. 16. Corporate & Discipline Requirement• Mission• Common goal• Sense of urgency• Tools, systems, and resources needed to support thestrategyHenry Wong 16
  17. 17. My Interfaces• Everyone• Inbound– Management team– Engineering, software, sales, FAE, operations, HR• Outbound– Customers: OEMs/ODMs– Partners: platform vendors, developers, etc.– External firms/agenciesHenry Wong 17Foster IDENT
  18. 18. My Action Plan• Year 1– New market research and assessment– 4 P’s (Product, Promotion, Placement, Placement)– Customer visit and tradeshow– Competitive analysis– Grow consumer demand, and generate OEM interest– Expand GestIC into new design-win in key product segments• Year 2– Support growth– Increase footprint / product segment– Provide input to long-term business plan– International expansion– Collaborate NPD– Execute corporate long-term strategyHenry Wong 18
  19. 19. Summary• 15+ years of semiconductor and CE experience in 3 continents• Primary focus, on the ground, and understanding of doingbusiness in APAC• Multilingual – fluent in Mandarin and Cantonese• Worldwide networks , contacts, and relationships– OEMs, ODMs, CEs, and industry movers like Intel, AMD, Microsoft, etc.• Provide different and diverse perspective / experience inMNCs• Capable of building up teams and manage people• Passionate about successHenry Wong 19
  20. 20. Henry Wong