1.
A Marketing Case Study

2.
Agenda
Situation analysis
PATEO intro and
strategy
Market climate
Industry inauguration
challenges
Analysis from a
marketing perspective
Becoming a Market
Oriented Firm
Educating the Market
Strategy Challenges Recommendations

3.
Agenda
Situation analysis
PATEO intro and
strategy
Market climate
Industry inauguration
challenges
Analysis from a
marketing perspective
Becoming a Market
Oriented Firm
Educating the Market
Strategy Challenges Recommendations

4.
Current Situation
1. Market climate
2. Consumer and businesses needs guidance
“We’re moving from being just a hardware
provider to being a hardware, software, and
experiences provider,”
- Don Butler, head of Connected Vehicle and
Services for Ford Motor Company

5.
Evolution of Technology
Mechanic Era Electric Era Information Era AI Era

6.
What have we used to
control our devices?
Then
Keyboard and mouse
Now
Screen and touch
Conversation

7.
Intelligent conversation needs…
Hear Clearly
Background noise control, testing
in various environments, hot-
words etc.
Understand Deeply
The most important step for
instigating intelligent
conversation, requiring vast
amounts of data and advanced
technology
Meet Needs
Provide accurate and thorough
information and service

8.
What is Pateo?
1. Insights into the New Industry
2. Pateo’s standing

9.
Automobiles
PC and
laptops
Smartphones
and tablets
Industry Trend Observations

10.
The past 10 years have seen U.S. consumer desktop PC sales
fall by nearly 50%
Automobiles
PC and
laptops
Smartphones
and tablets
Once leading the way, Dell, Hewlett-Packard and Microsoft now
face a new world order led by Apple, Google, Samsung and
even Amazon.

11.
Automobiles
PC and
laptops
Smartphones
and tablets
The Currently there are more mobile phones in
the world than people
The idea of being ‘unplugged’ for longer than it
takes to buy a coffee is anathema to the worlds
population
Connectivity is now seen as an essential need,
akin to water

12.
Automobiles
PC and
laptops
Smartphones
and tablets
Pateo = The Next Step
The average American spends 280 hours per year behind the wheel
There are over 279 million cars on the road in China, and over
253 million in the US in 2015

13.
Making the dream a reality
Customers
Lifestyle related services,
internet, new experiences,
connectivity, safety, user-
friendliness etc.
Governments
Autonomy, safety and new
energy development

14.
Pateo’s Mission

15.
Agenda
Situation analysis
PATEO intro and
strategy
Market climate
Industry inauguration
challenges
Analysis from a
marketing perspective
Becoming a Market
Oriented Firm
Educating the Market
Strategy Challenges Recommendations

16.
Challenges
1. Overview
2. Breakdown

17.
5 Main Challenges
Automotive companies can’t benefit from telematics users
User experience is no where near the standard
of smart phones
Safety whilst driving is a major concern for drivers and
the government, and therefore for Pateo
People don’t yet perceive it as a lifestyle necessity

18.
Challenge 1
People don’t yet perceive it as a lifestyle necessity
“Why do I need to wait
until I get into my car to
book a flight?”
Current
customers
“I can’t bear to be
completely unconnected
while I’m in my car!”
Ideal
customers

19.
Challenge 2
User experience is no where near the standard of current
smart phones, therefore automotive companies can’t
benefit from its telematics users

20.
Challenge 2
User experience is no where near the standard of current
smart phones, therefore automotive companies can’t
benefit from its telematics users

21.
Challenge 2
User experience is no where near the standard of current
smart phones, therefore automotive companies can’t
benefit from its telematics users
Benefits
Costs
=
Creating superior value for end users
and B2B customers

22.
Challenge 2
User experience is no where near the standard of current
smart phones, therefore automotive companies can’t
benefit from its telematics users
Benefits
Product
• Features
• Performance
• Reliability
• Packaging
• Design
Support services
• Training
• Maintenance
• Information
• Management
• Client support
Relationship
management
• Competency
• Courtesy
• Reliability
• Responsiven
ess
• Communicati
on
Image
• Company
reputation
• Brand
reputation
• Atmosphere
Etc.

23.
Challenge 2
User experience is no where near the standard of current
smart phones, therefore automotive companies can’t
benefit from its telematics users
Costs
Search costs
• Product
availability
• Relationship
management
• Competence
• Responsiven
ess
• Credibility
Acquisition costs
• Price level
• Timing
• Fulfilment
process
• Incentives
Financing costs
• Processing
and
administrative
• Flexibility
• Security
Maintenance
• Complexity
• Reliability
• Availability
• Repair costs
• Relationship
management
• Systems
management
Etc.

24.
Challenge 2
AI era has only just begun
De = Energized differentiation
R = Relevance
E = Esteem
K = Knowledge

25.
Challenge 2
AI era has only just begun
Energized
Differentiation
Relevance>
Esteem
Knowledge>
Brand has captured attention and now
has the power to build relevance
Brand is better liked than known, desire
to find out more

26.
Challenge 3
Safety whilst driving is a major concern for all parties
The answer lies in AI

27.
Challenge 3
Safety whilst driving is a major concern for all parties
Credibility
And more…
Reviews
Reliability
Reputation
Trustworthiness
Sound familiar?

28.
Challenges
Benefits
Costs
=
Creating superior value for
end users and B2B customers =
How What Why
User engagement
B2B customer touchpoints

29.
Agenda
Situation analysis
PATEO intro and
strategy
Market climate
Industry inauguration
challenges
Analysis from a
marketing perspective
Becoming a Market
Oriented Firm
Educating the Market
Strategy Challenges Recommendations

30.
Overall strategy
Becoming a
Market Oriented firm
Educating the market

31.
Market Orientation
1. What is market orientation
2. Strategy

32.
What is Market Orientation?
Discover what customers/clients need and cater products to them
Distribution of market intelligence throughout company
Responsiveness to market intelligence

33.
Discover Distribute Respond
Current and future
end user needs
Current and future
B2B customer needs
Competition
Collaborators
Clarifying overall
objectives
Communication of
marketing intelligence
Cross department
Honoring promises
Respect
Collaboration
Business culture
values
Overarching Strategy

34.
B2B Wechat and Networking
1. Wechat Statistics
2. Methods
3. Creating great content
4. Key Takeaways

35.
Wechat Statistics
Wechat is the most
popular social network
in China, it dominates
the country’s
communicationsWechat combines the
best of Facebook,
Twitter and WhatsApp
into one mobile app
Can scan and pay at
stores, order movie
tickets, follow their
favorite brands and
accounts etc.
Users can share
messages with friends,
post updates, photos
and videos for their
fans

36.
Wechat Statistics
Increasingly, touchpoints between companies and B2B
customers are extending beyond person to person
User engagement becomes more and more difficult
Wechat is best as a loyalty part of the customer
journey and not great for brand awareness
However, there are methods to maximize the platform
that would give the company the most exposure

37.
Methods
• Influential
businessmen
• Leveraging their
personal brand equity
• People who have a lot
of followers
• Can spread the
message
KOLs
Key opinion leaders
• Can be shared and
passed on
• Informative, engaging,
moving
• Make them smile,
laugh, feel happy, sad
etc.
• Video, pic, infographic,
text, stories
• Great content will be
shared if its targeted at
the right people
Great Content
Layout and Visual
Elements
• Mobile platform only
• Optimize content
accordingly
• Videos under 3
minutes long
• Text that doesn’t take
more than 10 minutes
to read
• Font is readable.
Preview Everything!
Anything you post on your
Wechat is equivalent to
anything that leaves your
office, and therefore
contributes to your
company’s reputation.

38.
Methods
• Influential businessmen
• Leveraging their personal
brand equity
• People who have a lot of
followers
• Can spread the message
KOLs
Key opinion leaders
• Can be shared and
passed on
• Informative, engaging,
moving
• Make them smile, laugh,
feel happy, sad etc.
• Video, pic, infographic,
text, stories
• Great content will be
shared if its targeted at
the right people
Great Content
Layout and Visual
Elements
• Mobile platform only
• Optimize content
accordingly
• Videos under 3 minutes
long
• Text that doesn’t take
more than 10 minutes to
read
• Font is readable.
Preview Everything!
Anything you post on your
Wechat is equivalent to
anything that leaves your
office, and therefore
contributes to your company’s
reputation.
Key Takeaway
1 post of high quality original content per week is better than
many posts of mediocre content.
Especially for B2B inaugural businesses such as Pateo

39.
Product is King
Content is King
Key Takeaway
1 post of high quality original content per week is better than
many posts of mediocre content.
Especially for B2B inaugural businesses such as Pateo

40.
Creating Great Content
Service Accounts Subscription Accounts
 Account is displayed on the main
page alongside other chats
 Advanced features such as interactive
menus
 4 posts per month, may include
multiple messages in one post
 No spam
 Straight to their personal feed
 More interactive
Pros
Cons
 Less frequent content has be to very
good to stand out
 1 message per day
 Housed under the subscription tab,
users must actively check for content
Pros
 Can connect with followers everyday
Cons
 Too much noise, crowded
 Content hungry
 Takes users an extra step to get to the
content

41.
Creating Great Content
SEO is more important
than ever
Baidu PATEO

42.
Creating Great Content
Service Accounts Subscription Accounts
 Account is displayed on the
main page alongside other chats
 Advanced features such as interactive
menus
 4 posts per month, may include
multiple messages in one post
 No spam
 Straight to their personal feed
 Very high quality
Pros
Cons
 Less frequent content has be to very
good to stand out
 1 message per day
 Housed under the subscription tab,
users must actively check for content
Pros
 Can connect with followers everyday
Cons
 Too much noise, crowded
 Content hungry
 Takes users an extra step to get to the
content

43.
Consistent and clear company and brand message
Helps clients see your progress and relate to your vision
Creates precedent for future business and developmental conduct
Simple, but Powerful
Increased user engagement and B2B touchpoints
Entrepreneur + capital = products + customers = business
=
Educate end users, paving the way to the future
- Steve Tobak

44.
Thank You