Marketing Action Plan

Henry Wong

December 2011

Contents

• New initiatives, e.g. for GestIC

• Improvements (e.g. Website, Social Media, etc.)

• Area’s of focus

• Core activities

• Major watchpoints

• Market segment landscape

• Whole product offering

• Partnerships and why

• Requirements from you to do your job best

• Corporate requirements and disciplines required

• Your “interfaces”

• My action plan

• Summary

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New Initiatives - GestIC

• Market intelligent

• SWOT analysis

• N.U.D.

• New stories

• Innovative features

• Value proposition

Expand GestIC into key product segments with new design-wins

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Improvements (e.g. Website, Social Media, etc.)

• Increase presence and awareness with social media

• Multi-language

• Media content

• Branding

• PR, tradeshows, and events

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Area’s of focus

• Consumer electronics

• Grow IDENT footprint

• HID (Human Interface Device)

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Core activities

• Market requirement

• Assess existing and potential markets

• Product strategy and positioning

• Marketing activities

• Go-to-market plan

• Value proposition

• Technical document

• Business development

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Major Watchpoints

• Market data and trend

• Customer feedback and acceptance

• Competitive situation

• External forces

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B U

nit

s

TAM (Mobile Phone): ~1.4b units CAGR 6%

TAM (Smartphone):~ 300M units CAGR 25%*

Android, iOS are growing rapidly, Symbian important but in decline

8 *IDC Predictions

2009 2010 2009 2010

Top 10 still dominate, but Android has lowered the barrier to entry for others

M U

nit

s

M U

nit

s

Mobile Market Landscape

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PC Market Landscape

• Forecast ~365 million units in 2011

• Emerging markets growth

– China has become world’s number 1 PC market

– United States in 2nd

– Brazil in 3rd.

• Notebook continues to grow over desktop

– Desktop owners are replacing their system with notebook

• Sinking ASP

• Windows 8 launch aiming at end of 2012; will help PC volume in 2013 and beyond

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19%

12%

12%

10%6%

41%

Top 5 PC OEMs

HP

Acer

Dell

Lenovo

Toshiba

Other

* in million

WW PC Market

0

100

200

300

400

500

2009 2010 2011 2012 2013

World-wide PC Shipment Growth*

2009 2010 2011 2012 2013

77 98 113 134 157 33 33 29 31 34 54 57 56 57 55

Consumer PC Segment*

Notebook Netbook Desktop

2009 2010 2011 2012 2013

50 58 66 78 91 8 10 12 13 15 81 88 92 95 98

Commercial PC Segment*

Notebook Netbook Desktop

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Tablet Market Landscape

• 7” to 12” form factor

• Complementary device focus on consumption

• Impact of tablet on PC business

– Consumer notebook PC are still seeing double digit CAGR 2011-2015.

– Multiple PCs per person in developed markets

– 25% owns more than one.

• ~17 million unit shipment of tablet in 2010 – (88% of it is iPad).

• Forecast 2012 tablet volume around 62 million unit (iPad will account for 75% of total).

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External Force

• Over $300 million dollars on ultrabook marketing campaign

– Stimulate demand for PCs vs ARM-based tablets / PCs

• Ultrabook segment – ultra thin and light to compete against Apple Air

– Less than 0.8” | No optical drive | SSD | ultra low power

• Intel targeting ultrabook to be 40% of the laptop market in 2012

• Current ASP needs to be lower to gain any traction against MacBook Air

• Consumer are tightening purchase due to the economy

• Earthquake in Japan

• Flooding in Thailand

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Whole Product Offering

• Total solution and service

• SDK

• EVB

• Reference design

• Demonstrator

– Tablet and mobile

Collateral / Support

Application Software

Firmware

Integrated Circuit

Intellectual Property

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Partnerships and Why

• Stronger collaboration, endorsement, time to market

• OEM and ODM – PC, tablet, mobile, etc

• Developer community

• Platform reference design for 3D gesture and ULPP – Intel, AMD, Qualcomm, Nvidia, TI, MediaTek, etc.

• OS ecosystem

– Windows, Android, Linux, iOS, embedded, etc.

• Co-marketing

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Requirement for Success

• Team support

• Resource

• Budget

• Empowerment

• Coaching / development

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Corporate & Discipline Requirement

• Mission

• Common goal

• Sense of urgency

• Tools, systems, and resources needed to support the strategy

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My Interfaces

• Everyone

• Inbound

– Management team

– Engineering, software, sales, FAE, operations, HR

• Outbound

– Customers: OEMs/ODMs

– Partners: platform vendors, developers, etc.

– External firms/agencies

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Foster IDENT

My Action Plan

• Year 1 – New market research and assessment – 4 P’s (Product, Promotion, Placement, Placement) – Customer visit and tradeshow – Competitive analysis – Grow consumer demand, and generate OEM interest – Expand GestIC into new design-win in key product segments

• Year 2 – Support growth – Increase footprint / product segment – Provide input to long-term business plan – International expansion – Collaborate NPD – Execute corporate long-term strategy

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Summary

• 15+ years of semiconductor and CE experience in 3 continents

• Primary focus, on the ground, and understanding of doing business in APAC

• Multilingual – fluent in Mandarin and Cantonese

• Worldwide networks , contacts, and relationships – OEMs, ODMs, CEs, and industry movers like Intel, AMD, Microsoft, etc.

• Provide different and diverse perspective / experience in MNCs

• Capable of building up teams and manage people

• Passionate about success

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www.linkedin.com/in/wongh3