CES2020 cases: Design Thinking & Brand Platform

1. SOUNDFORM ELITE Hi-Fi
Smart Speaker + Wireless Charger
Belkin x Devialet

2. Design
Thinking
Process

3. EMPATHIZE
ã¹»˜¨¨ØºÑ¹ä´ŒÁÕ¡ÒùÓàÍÒ Ai
ࢌÒÁÒª‹ÇÂÊÌҧ෤â¹âÅÂÕãËÁ‹æ
·Õ่·ÓãËŒªÕÇÔµ·Õ่ÇØ‹¹ÇÒ¢ͧ¤Ø³
ÊдǡʺÒÂÁÒ¡ÂÔ่§¢Ö้¹à¾Õ§
ᤋÊÑ่§¡ÒôŒÇÂàÊÕ§
01

4. »˜¨¨ØºÑ¹¤¹µÔ´ÊÁÒϷ⿹¨¹à¡Ô´»˜ÞËÒ
Êѧ¤Á¡ŒÁ˹ŒÒ ·ÓãËŒà¡Ô´»˜ÞËÒàÃ×่ͧÊØ¢ÀÒ¾
ÊÁÒ¸ÔÊÑ้¹à¾ÃÒÐʋǹÁÒ¡¤¹·Õ่ªÍº¿˜§à¾Å§
¨Ð¿˜§ã¹ÊÁÒϷ⿹áÅÐà¡Ô´»˜ÞËÒàËÅ‹Ò¹Õ้µÒÁÁÒ
áÅСÒÿ˜§à¾Å§·ÓãˌẵàµÍÏÃÕ่ÊÁÒϷ⿹ËÁ´àÃ็Ç
à¾ÃÒÐ “à·¤â¹âÅÂÕ” áÅÐ “â«àªÕÂÅÁÕà´Õ”
ä´Œ¡ŒÒÇ¢Ö้¹ÁÒÁռŵ‹ÍªÕÇÔµ¤¹ã¹âš໚¹Í‹ҧÁÒ¡
DEFINE02

5. 03
SOUNDFORM ELITE ¶Ù¡ÊÌҧ¢Ö้¹â´Â¤ÇÒÁËÇÁÁ×͡Ѻ¼ÙŒºØ¡àºÔ¡´ŒÒ¹àÊÕ§
Devialet à¾×่ÍÁͺàÊÕ§·Õ่ÁÕ¤ÇÒÁà·Õ่§µÃ§ÊÙ§à¾×่Í»ÃÐʺ¡ÒóàÊÕ§·Õ่·Ã§¾Åѧ
àÃÒÃÇÁʶһ˜µÂ¡ÃÃÁÍФÙʵԡ¾ÔàÈɢͧ¾Ç¡à¢Ò¡Ñº¡ÒêÒϨẺäÃŒÊÒ·Õ่
ÃÇ´àÃ็ÇáÅСÒÃÍ͡Ẻ·Õ่ä´ŒÃѺÃÒ§ÇÑÅà¾×่ÍÊÌҧÅÓ⾧ÊÁÒÏ··Õ่ÁÕ»ÃÐÊÔ·¸ÔÀÒ¾ÊÙ§
ÊÓËÃѺºŒÒ¹¢Í§¤Ø³ SOUNDFORM ELITE ¾ÃŒÍÁ¼ÙŒª‹Ç¢ͧ Google
ª‹ÇÂãËŒ¤Ø³ÊÒÁÒöàÅ‹¹áÅФǺ¤ØÁà¾Å§¢Í§¤Ø³ã¹¢³Ð·Õ่ÊÑÁ¼ÑʡѺàÊÕ§·Õ่ä¾àÃÒÐá
ÅÐàµÔÁàµ็Áˌͧ㹺ŒÒ¹¢Í§¤Ø³
IDEATE

6. 04
PROTOTYPEàÊÕ§·Õ่ÁÕ¤ÇÒÁ¤ÁªÑ´ÊÙ§
ÈÔÅ»¹¤¹â»Ã´¢Í§
¤Ø³·Ó§Ò¹Í‹ҧ˹ѡã¹ÊµÙ´ÔâÍà¾×่Íãˌ䴌ʋǹ
¼ÊÁ·Õ่àËÁÒÐÊÁ´ŒÇÂà·¤â¹âÅÂÕ·Õ่àËÁÒÐÊÁ¤Ø³ÊÒÁÒö
à¾ÅÔ´à¾ÅÔ¹¡Ñº¾ÅѧáÅФÇÒÁÅÐàÍÕ´͋͹¢Í§·Ø¡á·Ã็¡
´ŒÇÂàÊÕ§àºÊ·Õ่´Ñ§¡Ñ§ÇÒ¹áÅСÒüÊÁ¼ÊÒ¹·Õ่ªÑ´ãÊ
¼ÅÅѾ¸·Õ่ä´Œ¤×ÍàÊÕ§·Õ่ÁÕ¤ÇÒÁà·Õ่§µÃ§
ÊÙ§«Ö่§Áͺ»ÃÐʺ¡Òó·Ò§ÍÒÃÁ³
DEVIALET'S "PUSH-PUSH" WOOFER ARCHITEC-
TURE
¡ÒáÓ˹´¤‹ÒÇÙ¿à¿ÍÏẺ Dual-Push
·Õ่໚¹àÍ¡Åѡɳ¢Í§ Devialet
¡àÅÔ¡¡ÒÃÊÑ่¹ÊÐà·×͹㹢³Ð·Õ่ãËŒ»ÃÐʺ¡ÒóàÊÕ§·Õ่ÅÖ¡
áÅÐÁռšÃзº¡ÑºàºÊ·Õ่·Ã§¾Åѧ
¡ÒêÒϨäÃŒÊÒÂÍ‹ҧÃÇ´àÃ็Ç
á·‹¹ªÒϨ·Õ่Í͡ẺÁÒÍ‹ҧ¾Ô¶Õ¾Ô¶Ñ¹¶×ÍÊÁÒϷ⿹
¢Í§¤Ø³Í‹ҧ»ÅÍ´ÀÑÂà¾×่Í¡ÒêÒϨäÃŒÊÒÂ
·Õ่ÃÇ´àÃ็ÇáÅÐÊдǡʺÒÂ
à·¤â¹âÅÂÕ¡ÒáàÅÔ¡¡ÒÃÊÑ่¹ÊÐà·×͹ã¹ÅÓ⾧·ÓãËŒ
ÍØ»¡Ã³¢Í§¤Ø³ªÒϨ͋ҧµ‹Íà¹×่ͧâ´ÂäÁ‹ËÂØ´ªÐ§Ñ¡
à¾Å§ã¹·Ø¡ æ ˌͧ
ÊÌҧ»ÃÐʺ¡ÒóàÊÕ§·Ñ้§ºŒÒ¹áÅÐàÅ‹¹à¾Å§¢Í§¤Ø³ã¹ËÅÒ
 æ ˌͧã¹àÇÅÒà´ÕÂǡѹ Í͡ẺÁÒà¾×่ͨѺ¤Ù‹¡Ñº
SOUNDFORM ELITE ËÃ×ÍÅÓ⾧ÊÁÒÏ··Õ่ແ´ãªŒ§Ò¹
Google Assistant
¤Ø³ÊÒÁÒö¿˜§à¾ÅÅÔʵ¾็Í´¤ÒÊ·áÅÐà¾Å§·Õ่¤Ø³ª×่¹ªÍ
ºä´ŒäÁ‹Ç‹Ò¤Ø³¨ÐÍÂÙ‹·Õ่ã´
¤Ø³ÊÁºÑµÔáÅлÃÐ⪹·Õ่ÊÓ¤ÑÞ:
-ÍФÙʵԡâ´Â Devialet - à·¤â¹âÅÂÕ·Õ่ä´ŒÃѺÊÔ·¸ÔºÑµÃ¨Ò¡
¼ÙŒºØ¡àºÔ¡´ŒÒ¹àÊÕ§ Devialet
ãËŒ¤Ø³ÀÒ¾àÊÕ§·Õ่àËÅ×Íàª×่ͨҡÍØ»¡Ã³¢¹Ò´¡Ð·Ñ´ÃÑ´
-à·¤â¹âÅÂÕ¡ÒèѺ¤Ù‹¢Í§ÅÓ⾧·Õ่㪌§Ò¹
¤Ô´¤Œ¹¢Ö้¹à¾×่ͤÇÒÁà·Õ่§µÃ§ÊÁºÙóáºº
-ÇÙ¿à¿ÍÏẺ Dual-Push“ Push-Push”
¨Ð¡àÅÔ¡¡ÒÃÊÑ่¹ÊÐà·×͹㹢³Ð·Õ่Áͺ»ÃÐʺ¡ÒóàÊÕ§
·Õ่ÅÖ¡áÅÐ˹ѡṋ¹
-㪌 Google Assistant
໚¹ÇÔ¸Õ·Õ่§‹Ò¡NjÒ㹡ÒÃà¾ÅÔ´à¾ÅÔ¹¡ÑºàÊÕ§à¾Å§áÅÐÍ×่¹ æ
ÍÕ¡ÁÒ¡ÁÒ·Õ่ºŒÒ¹à¾Õ§ᤋ㪌àÊÕ§¢Í§¤Ø³
-¡ÒêÒϨẺäÃŒÊÒ·Õ่ÃÇ´àÃ็ÇàËÁÒÐÊÓËÃѺ iPhone,
Samsung, Google
-¨Ñº¤Ù‹¡ÑºÅÓ⾧ÍѨ©ÃÔÂзÕ่ແ´ãªŒ§Ò¹ Google Assistant
Í×่¹ æ à¾×่ÍãËŒ¤Ø³ÊÒÁÒöà¾ÅÔ´à¾ÅÔ¹¡Ñºà¾Å§·Õ่¤Ø³
ª×่¹ªÍºäÁ‹Ç‹Ò¤Ø³¨ÐÍÂÙ‹·Õ่ã´
¢¹Ò´:
¤ÇÒÁ¡ÇŒÒ§ - 162 ÁÁ. (6.4”)
ÅÖ¡ - 162 ÁÁ. (6.4”)
ÊÙ§ - 168.5 ÁÁ. (6.63”)
¹้Ó˹ѡ: 1.25 ¡ÔâÅ¡ÃÑÁ (2.8 »Í¹´)
¢ŒÍ¡Ó˹´·Ò§à·¤¹Ô¤:
-ÊÕ: ´ÓáÅТÒÇ
-Sound Stage: Mono
-¡ÒäǺ¤ØÁ: àÅ‹¹ / ËÂØ´ªÑ่ǤÃÒÇ, »´àÊÕ§, ¡ÒÃàª×่ÍÁµ‹Í Vol +/-, BT
-äÁâ¤Ã⿹: äÁâ¤Ã⿹ÃÐÂÐä¡Å 2 µÑÇÊÓËÃѺ¤Çº¤ØÁàÊÕ§
-SPL ÊÙ§ÊØ´: 90 dB SPL +/- 3dB
-ä´ÃàÇÍÏ Full Range ¢¹Ò´: 35 ÁÁ
-¢¹Ò´µÑǢѺ¢Í§ÇÙ¿à¿ÍÏ: 2 x 70 ÁÁ., ¡ÒÃÊÑ่¹ÊÐà·×͹¡àÅÔ¡¡ÒõÑ้§¤‹Ò "Push-Push"
-ÇÙ¿à¿ÍÏ Max Input ¡ÓÅѧ俿‡ÒÊÙ§ÊØ´: 2 x 60watts
-Full Range Max Input ¡ÓÅѧÊÙ§ÊØ´: 1 x 30watts
-¡Òõͺʹͧ¤ÇÒÁ¶Õ่: 40 - 20,000Hz
-¼ÙŒª‹ÇÂàÊÕ§: ¼ÙŒª‹Ç¢ͧ Google
-Bluetooth / Wifi: Bluetooth 5.0 / Wifi 802.11b / g / n / ac (2.4GHz / 5Ghz)
-¡ÒêÒϨäÃŒÊÒÂ: ¡ÒêÒϨÊÙ§ÊØ´ 10 Çѵµ

7. 05
feedback
TEST

8. Key Partner
- IKEA
- Luxury Home & Condominium
- Google (Google Assistant)
- Amazon (Website)
Key Activities
- ໚¹ÅÓ⾧ Bluetooth
- ªÒ¨áºµàµÍÃÕ่â·ÃÈѾ·ä´Œ (໚¹ Fast Wireless Charging)
- 㪌¡ÒÃÊÑ่§§Ò¹´ŒÇÂàÊÕ§¼‹Ò¹ Ai ¢Í§ Google Assistant
Key Resource
- Ai Google Assistant
- Fast Wireless Charging
- Wireless Speaker
Value Proposition
- ໚¹ÍØ»¡Ã³ãËŒ¤ÇÒÁºÑ¹à·Ô§·Õ่ÁÕ»ÃÐÊÔ·¸ÔÀÒ¾àÊÕ§·Õ่´ÕàÂÕ่ÂÁ
- ÇÑÊ´Ø·Õ่㪌·Ó Speaker ໚¹ÃдѺ Hi-end
- ÁÕ Ai ·Õ่ÊÒÁÒöÊÑ่§§Ò¹ã¹¡ÒÃ㪌ÍØ»¡Ã³ä´Œ
- ໚¹à¾×่͹ÂÒÁà˧ҷÕ่ÊÒÁÒö¾Ù´¤Ø´ŒÇÂä´Œ
How What
BRAND PLAN

9. BRAND PLAN
Who Money
Customer Relationship
- à¡็º¢ŒÍÁÙŤÇÒÁ¤Ô´àË็¹ËÅѧ¡ÒÃ㪌§Ò¹
- ÁÕ¡Ò÷´Åͧ㪌§Ò¹
- ÁÕºÃÔ¡ÒÃËÅѧ¡ÒâÒ à¾ÃÒзҧàÃÒÁÕ¡ÒÃÃѺ»ÃСѹ 2 »‚
Customer Segments
- ¡ÅØ‹Á¤¹ÃØ‹¹ãËÁ‹
- ¡ÅØ‹Á¤¹·Õ่ʹã¨à·¤â¹âÅÂÕãËÁ‹
- ¡ÅØ‹Á¤¹·Õ่ªÍºÃкº¢Í§àÊÕ§
Chanels
- Website
- Social Media
- Appication
- Store ¢Í§µÑÇàͧ
Cost Structure
- ¹Çѵ¡ÃÃÁà·¤â¹âÅÂբͧÃкºàÊÕ§
- Event
- Communications
Revenve Streams
- ÃÒÂä´Œ¨Ò¡ Partner
- ¡ÒâÒÂ˹ŒÒÌҹ

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