the product strategy & position of low priced computers
TRANSCRIPT
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The Product Strategy
& Position of
Low-Priced Computers
Reporter: Charlotte Hsu
Mobile can be Simple
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The structure of this report
Why Low-Priced
The development of
low-priced notebook is right for Taiwanese computer
Consumption Pyramid Of Laptop
The development strategy of marketCreating cake more than Occupying cake
The comparison of product strategy and position
between OLPC and EeePC
The comparison between the three
main mobile product categories
Hundred-Dollar Laptop Challenges Thousand-Dollar Laptop
Wave for simplicity
The Conclusion
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Why Low-Priced
• Good chance to promote Taiwanese Brand and to use strength of computer industry chain.
• Presenting the practical performance of Taiwanese IT business low-priced design and production ability.
• As an approach for the Taiwanese brand to enter the world.
• Low-priced will bring more widespread digital-applied market.
• Leading the related low-priced application development and change.
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The development of
low-priced notebook is right for
Taiwanese computer
• Taiwan has the energy of end product design to explore revolutionary
low-priced laptop.
• From the high-level design of computer, the brand recognition from
end-consumer market, the Taiwanese computer can’t compare with
the synergy of First International Brand.
• Taiwan needs more time and effort to conduct the high-level laptop;
comparably, it’s easier to promote the low-priced laptop.
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Consumption Pyramid Of Laptop
Top Laptop
B5 Size NB
UMPC
OLPC EeePC
Ordinary Laptop
(First Laptop)
Highest
Lowest
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The comparison of product strategy and position
between OLPC and EeePC
Comparison OLPC EeePC
First Market
Area
Computer-underdevelopment region
Uganda , Brazil , Libya , Thailand, Pakistan,
Argentina, Nigeria
Computer-widespread
region
Taiwan, USA, Australia, China,
German, France, Italy
Main Selling
Place
Not selling to ordinary market presently
Adopting the intergovernmental
cooperation
Selling to ordinary consumption
market
B-C Selling and service
Main Target
Customer
The third-world poor children
Mainly for pupils
Ordinary customers of developed
countries
Electronic
Design
Adopting the uniform design or changing
the design according to different nation’s
requirement
Several levels and operating
systems for customers to choose
Resource: Abstracted from MIC, 2007
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Speeding up the
global widespread
application of Laptops,
transforming the users of
low-priced computers to
become normal users.
Making people
without laptops start
to use it in an easy
way. Such as: Elderly
persons, housewives,
and students with
desktops.
Low-priced laptops advance
the time for people to use
computer.
For people already with
computer, the low-priced
laptop can be a mobile sub-
computer.
The development strategy of MarketCreating cake more than Occupying cake
Resource: Charlotte 2007
OLPC stands on the stage of
promoting public good of
education to proceed
EeePC stands as a killer
application product to enter
the untouched market.
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The comparison between the three main
mobile product categories
Product category
Comparison
Category
B5 Size computer
UMPC
OLPC
EeePC
PDA
Smartphone
Mobile Function Complete With more useful
functions than PDA and
Smartphone
Limited but useful as a
well-functioned cell phone
Price Highest With price advantage
than B5 Size computer
and UMPC
With price advantage than
B5 Size computer and
UMPC, but not cheaper
than OLPC and EeePC
Mobile Size Good Good Best
(but limited functions)
Equipment Best With the convenient
control characteristics of
Laptop
Not with the keyboard,
mouse, USB, VGA
Resource: Charlotte, 2007
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Hundred-Dollar Computer challenges
Thousand-Dollar Computer
B5 Size NB and UMPC will be most threatened by low-priced computers
• With same mobile size
• With enough functions to be mobile
• With price advantage to be a sub-notebook
• With less pressure to carry everywhere
(Being cheaper, being safer. Like the customs inspection)
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Wave for Simplicity
• Two Strengths:
At the time of development of complexity, there is also a wave for
simplicity
• Low-Priced product has the effect to touch human mind , which can
transform the application of complex system into simple system.
ComplexTop Laptop
B5 Size NB
UMPC
Ordinary Laptop
(First Laptop)
OLPC EeePCSimple
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The Conclusion
• Untouched Market : When the Market of PC in Advanced Country is saturated , the Low-Priced computers can explore the untouched market.
• Making the cake bigger from the bottom layer of consumption pyramid : Low-Priced can be a cutting
point to educate and touch customers.
• Creating Cake not only at present but also for the future : Low-priced consumption today, high-priced
consumption tomorrow.
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The Conclusion
• Sub-Computer Market: The price advantage and useful
function for Low-Priced computer to be Sub-Computer.
• Simple Application: Mobile computer application needs
to lower complex and time-consuming application items.
• Easy Characteristics: Easy to use and easy to bring
everywhere , the reassurance of Low-Priced computers.
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~The End~
Thanks For Your Reading