How to build up Arima core value

Creative Design Center

November 14, 2006 @ budget meetingCommunications Confidential Arima Product Marketing Division

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Whats mean of Core Value ?

Customer is the King

The value to whom?

Why customer must buy your product & service?

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Whos our valuable customer?

Whats our customers need?

Frame of Reference:

Whos our competitor?

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The point of difference with competitor

 3C

Customer

Competitor

Company

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How to do?

Which direction should we go ?

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-ERRC
Reduce

Eliminate

Create

Raise

-
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Task force for customer study

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Smartphone Team Core Value (example)

Customer needs: Advanced network technology Sexy ID feeling & slim design High quality manufacturing CTO service Dedicated RD sources

fat / slim

Arima Core Value: Leading in 3G / 3.5G modem technology Own qualified ID team SEMC certificated factory PLM & SFCS & Customization line are ready for CTO Committed RD resources
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Sexy

Sport ()

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Sexy style

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Am I cool ?

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Sexy feeling

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Sexy Design

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The annual budgeting process

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Strategic plan to Action Plan to Budget Plan Set Goal Make Strategy: The way to goal Make Action Plan: How to execute strategy PDCA Make Budget Plan: How much will spend when take action.
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Set KPI

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As-Is ODM Chipset provider

(SW[APP];HW;ID/MD/UI)

Brand Owner

Brand Owner (in-house design)

(SW[APP];HW;ID/MD/UI)

Industry value chain

To-Be
SOC design for Chipset provider SW/HW
ODM /Design House
(ID/MD/UI) Brand Owner (in-house design) ID/MD/UI
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Brand Owner

(BCG )-
20%
Star
Question mark

3G
Smart phone

Mobile TV UMA

10%

2.5 phone Feature phone

Cash Cow

Entry Level

High

x
Low

Dog

10X
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1X

0.1X
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Product Marketing Division

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