iran tablet market

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تبلیغاتوهاقیمت،برندهاتحلیلپیشنهاداتیوایرانتبلتبازارمحلیبرندیکبرای

Table of Contents

Consumer

Behavior

1.

44% 23%

21-34 Ys

31%

35-54 Ys 35-54 Ys

Who Uses Tablets?

Age , Gender

Source: OPA

52%men

48%women

Tablet is mainly used

at home (67%), at

work/school (15%), In

car (14%)

Source: InMobi / Mobext – UK &

Magid Mobil Landscape Study

Tablet use peaks between

6pm and midnight

Source: InMobi / Mobext

51% use a tablet to

fill what would

previously have been

“dead time”

Source: InMobi / Mobext. UK

Tablets is used for a wide variety of

activitiesAverage number of activities different devices are used for

2.7 3.93.6

Communicating with a friend, Communicating for business purposes, Finding out information, Entertainment, Shopping, Banking

Source: InMobi / Mobext, (UK)

Communicating with a friend76%

Entertainment70%

Finding out information69%

Shopping61%

Banking54%

Communicating for business30%

Entertainment79%



Shopping 48%

Banking28%


Entertainment81%



Shopping 69%

Banking45%


Source: InMobi / Mobext (UK)

Tablets are used in equal measure for both functional

and entertainment

17

14

81

55

27

46

41

48

81

54

44

29

68

54

54

52

52

51

62

21

Web Browsing

Social Networking

Reading e-book, newsMagazines

Playing Games

Listening to Music

Watching Video

Email

Create/Edit files

General Work Use

Specific Work Use

PC Vs. Tablet

(Activities)

Source- Opinion mining survey by Amplified Analytics

Personal Computer Tablets

12.02%

10.28%8.92%

6.21%

3.58% 3.49% 3.08% 2.64% 2.18% 2.17%

Source- Opinion mining survey by Amplified Analytics

Important Features Perceived by

Consumersc

44% would not want to be

separated from their

tablet

42% say the their tablet

has revolutionised the

way they communicate

with friends/colleagues

49% share their tablets

with family members

Source: InMobi / Mobext - UK

A Brief Survey on Iranian Consumers

X.Vision children target overview : Emotional Influencers

Babies 0-4 Years Kids 4-8 Years

Teens 12-17 YearsTweens 8-12 Years

Parents

Home

Toys

Television

Friends

School

Teachers

Television

Sport Clubs

Friends

Hobbies

Television

Computer

Peers

Pop Stars

Celebrities

Television

Internet

Emotional

Influencers

School-Based Campaign:

1- Kid's Amusement parks road-shows

2-Pre-openings ceremonies

3-Gamers festivals

4- Parents gathering on “how to use new techs and control kids”

Market Analysis(Segmentation)

2.

Needs:Entertainment (movies, songs, games, e-books etc.)Add-on devices like camera, GPS navigationInternet browsing, email, e-commerceModerate disk space (16-64 GB)

Products:Apple iPad, Samsung Galaxy Note, Google Nexus,

Needs:Office application supportSeamless integration with company’s VDI, corporate exchange email and work-based calendarSecurity, rugged designHigh speed 3G/UMTS, WiFiconnectivityKeyboard extensionExpendable memory, micro-USB port

Products:Cisco Cius, Asus Vivo, Fujitsu Stylistic tab, Apple iPad 2, Microsoft Surface

Focus is retail consumer Focus is business-users

Consumer Tablet Segment

Business Tablet Segment

Need-Based

Segmentation

oNormal touchscreen-driven tabletsoNo keyboard, mouse functionalityoEx. Samsung Galaxy Tab series, Kindle Fire

oHigh-end tabletsoPositioned similar to “ultrabooks” in laptop-marketoEx. Asus Transformer Prime, Microsoft Surface

Media Tablets Hybrid Tablets

Feature-Oriented

Segmentation

Market moving from media tablets to hybrid tablets

Primary Use-Based Segmentation

Iran

Specific functionalityLess applications availableEx. Barnes & Noble NookAmazon KindleComparatively cheaper

Various possible usesLarge variety of applicationsEx. Apple iPad, Galaxy Tab, Amazon Kindle FireHigher cost

Single-purpose Tablets Multi-purpose Tablets

Marketing Focus- Based

Segmentation

Consumers moving from single-purpose tablets to multi-purpose tabletsWillingness to pay for featuresDemand for e-readers declining sharply

Better penetrationTargeting companies- Apple, Sony, Asus/Google, Samsung,etc.Consumer lifestyle suitable

Grossly underpenetratedTargeting companies-Huawei, Ainol,Axtrom, ViewSonic, Innovel,etc.Tablets would provide cheap option for connectivity and availability of informationHighest growth expected in next three years

Urban Areas Rural Areas

Geographical Segmentation

40%

36.4%

34%IRAN

Saudi Arabia

Egypt

Smartphone

Subscribers

Growth

Source- Informa telecoms & media 2013

Parameter Key Statistic

Number of active internet users in Iran ~42 million

Number of existing PC users in Iran Over 19 million

Number of households with TV in Iran ~20 million

Number of unique mobile device owners in Iran Over 37 million

Number of unique smartphone users in Iran Over 20 million

Number of Facebook users in Iran ~4 million

Opportunity for Tablet Marketers

Source: Iran Statistics Organization 2012

Price

Positioning

Analysis

2.1

Premium

Range

Middle

Range

Lower

Range

Global

Power

Brands

Multinational

recognized

brands

Brands with

Chinese-origin

image &

Local Brands

Apple-Lenovo-samsung-sony-msi-Asus-Amazon kindle-HTC-Microsoft-Dell

Huawei-LG-HP-Fujitsu-Gigabyte-creative-haier-Acer-hyundai

Ainol-Axtrom- ViewSonic- Innovel- (GS-Pad)- Jetway- PiPo- Arnova-Viva-SmartTouch- EnergySistem- Archos- Point Of View- i-Life- Univo-TwinMos- Prestigio- Mercury-Dimo-GLX-Marshal

Price-Based Segmentation

Brand Positioning

7” (inches)

3. Price

Positioning ( a market survey on prices,

Jan 2014)

Global Power Brands

Multinational recognized brands

Brands with Chinese image

Local Brands

250-300

4 GB

415

575

220

285-380

550

230

400-450

700

8 GB 16 GB 32 GB

Price Range (Wi-Fi) (thousand Tomans)

450-520

Price Range (SIM) (thousand Tomans)

Global Power Brands



Local Brands

4 GB

670-825

570-670

450-635

760-890 1280

8 GB 16 GB 32 GB

8” (inches)

3. Price


Jan 2014)

4 GB

400-570

520-750

1000

550-600

1500

8 GB 16 GB 32 GB

Global Power Brands



Local Brands


4 GB

1050

890

1200

600-650

600

8 GB 16 GB 32 GB

Global Power Brands



Local Brands


10” (inches)

3. Price


Jan 2014)

470

4 GB

720

640-700

1300-1720

800-1000

1900-2200

1400

8 GB 16 GB 32 GB

Global Power Brands



Local Brands


800

4 GB

1300-2000

1000-1300

2150

1100

8 GB 16 GB 32 GB

Global Power Brands



Local Brands


Market Brands

Portfolio Strategy

& Extensions

2.2

Global Power Brands

Brands Portfolio analysis

Brand Laptop/notebook Tablet Pc Cellphone/Smartpone

Apple

Sony

Samsung

ASUS

HTC

Lenovo

MSI

Dell

Amazon

Global Power Brands




Huawei

LG

Acer

HP

Fujitsu

Hyundai

Gigabyte

Creative

Haier


Brands with Chinese-origin image & Local

Brands



Prestigio

Mercury

Dimo

Gigabyte

GLX

Marshal

Brands with Chinese-origin image & Local Brands

Televisions

DVD Players

Digital Receivers

Tablets

What is the logic behind

the extensions?We think that theextension in this stephad done incorrectly.

We think this extension doesn`t fit the whole portfolio and it should be done by choosing on of brand architecture strategies which in this situation we propose to use sub brands.

Brand architecture is the way in which the brands within acompany’s portfolio are related to, and differentiated from,one another.

The architecture should define the different leagues of brandingwithin the organization; how the corporate brand and sub-brands relate to and support each other; and how the sub-brands reflect or reinforce the core purpose of the corporatebrand to which they belong.

Brand Architecture

Definition

Brand Relationship

Spectrum

Source :David Aaker brand leadership (2000)

Xperia™ Tablet Z

Xperia™ Tablet S

Corporate Brand Sub Brand Series Name Version

Product Naming Strategy

Corporate Brand Sub Brand Version

Product Naming Strategy

Series Name

Stylistic

Q Series

T Series

X.Trim X.Tacy X.Timus

Xtacy is an intense feeling that is

hard to describe theres an intense

rush like feeling followed by a sense

of pure pleasure/bliss, it produces

positive feelings, empathy for others,

elimination of anxiety, and extreme

relaxation.

end/utmost edge of

farthest

outermost

the utmost or highest degree, or

a very high degree.

One of two things as remote or

different from each other as

possible.

1. 2. 3.

We Propose These names for X.Vision tablets line

Product

Analysis/Comparison

3.

Archos 101 XS - 16GBAcer Iconia Tab

A510 - 16GB

Acer Iconia Tab A210

- 16GB

Huawei MediaPad

10 Link - 16GB

X.Vision XL10 - 300S

POD

POD

Archos 101 XS - 16GBAcer Iconia Tab

A510 - 16GB

Acer Iconia Tab A210

- 16GB

Huawei MediaPad

10 Link - 16GB

X.Vision XL10 - 300S

Market Brands

Country of Origins

4.

AppleLenovoHPBlackberryMotorolaDellMicrosoftCobyAmazon

Nokia

Prestigioenergysistem

Haier

Archos

Point of view

AsusAcerMsiGigabyteInnovelJetway

HuaweiAinolGs-padPipo

SonyFujitsu

MercuryCreative

SamsungLGHyundai

HTCAxtromViewsonicArnova

I-lifeTwinmosUnivo

Smarttouch

VivaDimoGLXMarshalDaya

Tablet Brands Country

of Origin

Source- Companies Official Websites (2014)

Country

of Origin

Image

BeliefBrand

Image

Source- International Consumer Behavior (Quorum Books, 1995)

Effect of country of origin image on brand

image

We believe that duo to X.Vision current customers perception about theoriginality of it (South Korean), all branded activities, materials , packages,designs and product information catalogues must enforce this image to protectthe brand from being perceived as another Chinese one .

Competitors Messages

5.

Competitors Ads Placements

6.

In-store banner Ads.

Ads Placements

In-store poster Ads.

Ads Placements

In-store product shows.

Ads Placements

Store Branding.

Ads Placements

Store Display Branding.

Ads Placements

Shopping Center interior Ads .

Ads Placements

Shopping Center Exterior Ads .

Ads Placements

Shopping Center Roadshow.

Ads Placements

Print Advertisement.

Ads Placements

Gadget/Accessories

Development

9.

Solved?