Z200 (momo) business case

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Information about Z200 (momo) business case
Marketing

Published on March 5, 2014

Author: RezaTabatabaei

Source: slideshare.net

Description

Product Business Strategy.

TG Execute – Affordable 2 (Momo 1) Agenda • • • • • • • • Overview Detailed product overview Industrial design Business case Launch plans Line up meetings feedback PP Documents Risk assessment Product planning Lund Reza Hagel Rev PA2 Strictly Confidential 1 LD/ECS/MNS/T Hans Olsson

Affordable 2 (Momo 1) – Overview Customer Segment: Modern Youth RTL: Markets: Global GSM 900/1800/1900 The target markets are the same as for T100. In EMEA it will mainly be an distributor and retailer phone. Product Focus: – Affordable clamshell high-res colour GSM phone for an increasing market segment. Core Benefits: – Clamshell design – Exchangeable front cover – Unique antenna design – Dual display, 4K big display + monochrome Rev PA2 w39, 2003 Price at RTL: RTL volume: Lifetime volume: Lifecycle: Price Span: Target CoS: Average Sales Margin: Euro 130 50k 2.8 million units 13 months Euro 130 - 90 Euro 80 25% Product properties (target): Size: 82,8 x 52,2 x 24,9 mm Weight: 75 g Talk time: max 8 h Standby time: max 300 h Strictly Confidential 2 LD/ECS/MNS/T Hans Olsson

Detailed product overview – Affordable 2 (Momo 1) Basic telephony GSM 900/1800/1900 Clamshell design Unique embedded antenna solution UI as T68/T300 GPRS 4+1 OTA of GPRS settings WAP 1.2.1 WTLS class 2 DRM Level 1 forward lock Calendar (As in T100) T9 Support Limited accessory support (chargers, PHF) Imaging & Multimedia 4096 Colour STN LCD (128x128) Monochrome SUB LCD (64x64) Polyphonic sound 32 tones (compatibility to be verified) EMS, SMS, Nokia Smart messaging Personalisation Downloading of wallpapers, melodies, Exchangeable front cover Themes Connectivity IrDA (for beaming of pictures & melodies only) 3 embedded games with audio and vibrator feedback Rev PA2 Strictly Confidential 3 LD/ECS/MNS/T Hans Olsson

Affordable 2 (Momo 1) – Industrial design Momo ID finalised 26/2 - 03 Potential area for co-branding on the front Separate piece for co-branding Rev PA2 Strictly Confidential 4 LD/ECS/MNS/T Hans Olsson

Affordable 2 (Momo 1) – Industrial design • 2 generic body colours (painted) are planned (including the need from China). • 1 extra front cover is included in each DPY kit, this means 2 additional front covers is designed having the Chinese market in mind. • PBU accessory will develop a range of 6-9 accessory (painted, IMD) covers in blister pack. • All sales regions will be involved in the selection process of both the body colours and the extra front covers. Will be based on a proposal from PBU. • A separate meeting with PBU management regarding Momo 1 colours will be held on Wednesday this week. Rev PA2 Strictly Confidential 5 LD/ECS/MNS/T Hans Olsson

Kit 1 Rev PA2 Kit 2 Strictly Confidential 6 LD/ECS/MNS/T Hans Olsson

Business Case – Revised volumes Original plan 03Q3 EMEA Aff 2 APAC Aff 2 China Aff 2 Aff 2_C LAM Aff 2 Aff 2_850 NAM Aff 2 Aff 2_850 Total 426 522 Total 03 654 560 1 081 082 03Q4 Total 03 %-split 59% 100 000 680 000 780 000 65% 22 750 123 500 146 250 8% 44 500 132 500 177 000 15% 21 000 28 000 38 500 99 000 59 500 127 000 3% 7% 20 000 10 000 60 000 120 000 80 000 130 000 7% 11% 8 800 300 32 650 8 225 49 975 3% 25 500 2% 45 700 200 600 128 000 374 300 20% 1 285 035 1 838 107 100% 1 018 000 1 192 500 100% 553 072 Rev PA2 03Q4 Revised plan %-split 03Q3 25 500 Strictly Confidential 7 174 500 LD/ECS/MNS/T Hans Olsson

Lifecycle Margin Analysis Z200 Rev PA2 Strictly Confidential 8 LD/ECS/MNS/T Hans Olsson

Business Case – Life Cycle Margin EUR is used if nothing elso is stated Q3 - 2003 Q4 - 2003 Q1 - 2004 Q2 - 2004 Q3 - 2004 Total Volum e, K units 174 500 1 018 000 1 000 000 800 000 600 000 3 592 500 Sales Price EUR 130 130 110 110 100 Price erosion per Q 0% 0% -15% 0% -9% Arim a invoice price 74,70 74,70 74,70 74,70 74,70 External tooling cost 0 0 0 0 0 SW Licenses(T9) 0,10 0,10 0,10 0,10 0,10 Std content accrual 0,20 0,20 0,20 0,20 0,20 EMP Chipset royalti(security module) 0,70 0,70 0,70 0,70 0,70 IPR(Motorola royalties) 1,24 1,24 1,05 1,05 0,95 Royalty to parent&non-contr IPR(1,7% of sales price in EUR) 2,21 2,21 1,87 1,87 1,70 Warranty 4,60 4,60 4,60 4,60 4,60 Freight&Duty 1,80 1,80 1,80 1,80 1,80 Environmental fee 0,05 0,05 0,05 0,05 0,05 85,60 85,60 85,07 85,07 84,80 22685000 132340000 110000000 88000000 60000000 -23% Total CoS Life Cycle Margin Net sales Other items CoS Total CoS Sales margin % net sales 353025000 1901177,5 11091110 10365000 8292000 6060000 31649287,5 14936327,5 87135710,0 85065000,0 68052000,0 50880000,0 255189037,5 7748672,5 45204290,0 24935000,0 19948000,0 9120000,0 97835962,5 34,16% 34,16% 22,67% 22,67% 15,20% 27,71% Assumptions: USD 1,3 is included for an extra front cover in each kit. Extra industrialisation/production costs for local production in China, Mexico, Brazil not included. Extra import costs for Brazil, Mexico not included. (CoS when import to Brazil 125,6 EUR) Rev PA2 Strictly Confidential 9 LD/ECS/MNS/T Hans Olsson

Business Case – Life Cycle Margin Complete life cycle business case EUR is used if nothing elso is stated Q3 - 2003 Q4 - 2003 Q1 - 2004 Q2 - 2004 Q3 - 2004 Total Volum e, K units 174 500 1 018 000 1 000 000 800 000 600 000 3 592 500 Sales Price EUR 120 120 95 95 90 Price erosion per Q 0% 0% -21% 0% -5% Arim a invoice price 74,70 74,70 74,70 74,70 74,70 0 0 0 0 0 SW Licenses(T9) 0,10 0,10 0,10 0,10 0,10 Std content accrual 0,20 0,20 0,20 0,20 0,20 EMP Chipset royalti(security module) 0,70 0,70 0,70 0,70 0,70 IPR(Motorola royalties) 1,24 1,24 1,05 1,05 0,95 Royalty to parent&non-contr IPR(1,7% of sales price in EUR) 2,21 2,21 1,87 1,87 1,70 Warranty 4,60 4,60 4,60 4,60 4,60 Freight&Duty 1,80 1,80 1,80 1,80 1,80 Environmental fee 0,05 0,05 0,05 0,05 0,05 85,60 85,60 85,07 85,07 84,80 20940000 122160000 95000000 76000000 54000000 External tooling cost Total CoS -25% Life Cycle Margin Net sales Other items CoS Total CoS Sales margin 314100000 1866277,5 10887510 10165000 8132000 5940000 31050787,5 14936327,5 87135710,0 85065000,0 68052000,0 50880000,0 255189037,5 6003672,5 35024290,0 9935000,0 7948000,0 3120000,0 58910962,5 Assumptions: USD 1,3 is included for an extra front cover in each kit. Extra industrialisation/production costs for local production in China, Mexico, Brazil not included. Extra import costs for Brazil, Mexico not included. (CoS when import to Brazil 125,6 EUR) Rev PA2 Strictly Confidential 10 LD/ECS/MNS/T Hans Olsson

Product launch plan Z200 (Step 1) - EMEA W34-35(TBC) W38(TBC) W37(TBC) TBD OA Phase 1 Launch customers OA Phase 2 Commercial and Journalist samples TBD GB, IT ES CEE (Turkey, Croatia, Slovenia etc) Week Rev PA2 Phase 1 W37-40 (only one colour) Strictly Confidential Phase 2 W41-42(all colours) 11 Phase 3 W43- LD/ECS/MNS/T Hans Olsson

Product launch plan Z200/Z208 (Step 1) – China/HK W34 - 35 (TBC) LTA/OA Phase 1 Launch customers W37 (TBC) OA Phase 2 Commercial and Journalist samples Hong Kong (W37) China (W39) Week Rev PA2 Phase 1 W37-40 (only one colour) Strictly Confidential Phase 2 W41-42(all colours) 12 Phase 3 W43- LD/ECS/MNS/T Hans Olsson

Product launch plan Z200 (Step 1) - APAC W34 - 35 (TBC) LTA/OA Phase 1 Launch customers W37 (TBC) OA Phase 2 Thailand Philippines Commercial and Journalist samples New Zealand Australia Singapore (c) Indonesia Malaysia India Taiwan Rev PA2 Bangladesh Singapore Week Vietnam Malaysia (c) Pakistan Phase 1 W37-40 (only one colour) Strictly Confidential Sri Lanka Phase 2 W41-42(all colours) 13 Phase 3 W43- LD/ECS/MNS/T Hans Olsson

GSM 900/1800/1900 Product launch plan Z200 (Step 1) - LAM W34-35(TBC) W38(TBC) W37(TBC) TBD OA Phase 1 Launch customers OA Phase 2 Commercial and Journalist samples TBD Jamaica Brazil (TBD) Week Rev PA2 Phase 1 W37-40 (only one colour) Strictly Confidential Phase 2 W41-42(all colours) 14 Phase 3 W43- LD/ECS/MNS/T Hans Olsson

Line up meetings – Regional feedback EMEA Mix signals from region EMEA. Some markets(Greece, CEE) proposed to skip it. Some other markets proposed to go for step 1, very nice design, ring tone content to target youth = > Pure retail model. Design statement. Price request 120 - 130 EUR APAC The design is well received Attractive exchangeable covers will add value to offering. Definitely should work on 3rd party covers since own is relative more expensive. USD140 looks ok Also add more Asian games (ie. Avoid another Tony Hawks-type game)Target segment wants more fun & entertaining offerings other than exchangeable covers. Make kits,application, contents available to promote closed Mibm. Rev PA2 Strictly Confidential 15 LD/ECS/MNS/T Hans Olsson

Line up meetings – Regional feedback China Position/market with design, shape, colour Need for mechanical variants near to launch. Without strap antenna looks quite strange could be a weakness Very eye catching second LCD Text on keypad small, SMS will be tough Week 39 too near to National Holiday. Of all products this is the one we want to bring forward. Can launch at 140 euros if in time for Chinese new Year LAM Mid range, beautiful clamshell, 4K color with potential to become Latin Hit Model. Include Telcel and Tim Brazil in phase 1 Timing: Out of time, too late. Need Early Q3; In time for Christmas Price: Should be USD120.00 without applications Worries: No ARPU drivers as operators are starting to buy into m-IBM. Half rate, AMR and other features that are lacking in T106 from Arima Rev PA2 Strictly Confidential 16 LD/ECS/MNS/T Hans Olsson

Product planning documents • PRS rev PB2. A rev B will be available w 13. • Customisation offerings list - rev PA2 • PSS - rev PA3 • Sample plan - rev PA2 • Content plan - rev PA7 Rev PA2 Strictly Confidential 17 LD/ECS/MNS/T Hans Olsson

Risk Assessment Project Sim-lock implementation Samples Commercial Increased product size Exchangeable front cover availability at RTL Extra front covers with graphics Schedule for LTA and OA units not yet confirmed to the regions Current consumption LAM production (Mexico & Brazil) excluded from the project scope due to small Volumes. Communicated during the line up meeting. Recommendation Pass of a conditional TG Execute. Pending confirmed launch plan/timing. Rev PA2 Strictly Confidential 18 LD/ECS/MNS/T Hans Olsson

Rev PA2 Strictly Confidential 19 LD/ECS/MNS/T Hans Olsson

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