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For Internal Use Only - Qualcomm Technologies, Incorporated. All Rights Reserved. For Internal Use Only - Qualcomm Technologies, Incorporated. All Rights Reserved.
Competitive Analysis
Ogilvy & Mather February 2015
2 For Internal Use Only - Qualcomm Technologies, Incorporated. All Rights Reserved.
US vs China OEMs and Carriers Key Themes US Both China
• All the companies want to show that their OEMs has good design and good quality
• Sleek phone body, superior camera, fast network speed, unique design are main product features
• OEM do co-marketing with carrier and ecommerce platforms
• Ads focused more on 4G and price
• Carrier’s creative had a more serious tone and creative messaging in videos and banners
• Most of them prefer neat and clear layout with light background color in digital creative
• All of the carriers try to differentiate themselves by their own unique plans and new featured capabilities of their networks
• Sprint and T-Mobile do some co-marketing and make a point to have their ads with the new iPhone 6
• 4G LTE was not mentioned by any of the OEMs
• Video creative in the US tended to use humor more throughout most OEM campaigns
3 For Internal Use Only - Qualcomm Technologies, Incorporated. All Rights Reserved.
US Competitive Set OEMs, Retailers, and Semiconductor Companies
4 For Internal Use Only - Qualcomm Technologies, Incorporated. All Rights Reserved.
US Competitive Set - OEMs
5 For Internal Use Only - Qualcomm Technologies, Incorporated. All Rights Reserved.
US Over-Arching Themes All OEMs Advertising Claims
Premium
Phone Camera
Customizable Personalized
Design
Optimized for creative, active
customers
Advanced Smartphone Capabilities
Focus on Exterior
Phone Design
6 For Internal Use Only - Qualcomm Technologies, Incorporated. All Rights Reserved.
Samsung Corporate Overview
Business Description • Samsung Electronics Co. Ltd., together with its subsidiaries, engages in the manufacture, distribution, and sale of finished electronic products and device solutions worldwide.
Company Values: • People, Excellence, Change, Integrity, Co-Prosperity
Marketing Tagline • The Next Big Thing is Here • Figuratively (and possibly literally), Samsung is creating the next big thing in the mobile
industry. Their products are consistently among the top rated and most purchased devices.
Product/Service Being Advertised
Galaxy S6, Galaxy Note 4, Galaxy S6 Mini
Digital Creative Samsung focuses on promoting its software features • First to heavily market gesture-based features • Banners are bright, colorful, use the company’s tag line “The Next Best Thing is here”
heavily
Video Creative Samsung focuses on promoting its software features • Samsung advertises its products with many celebrities Kristen and Dax Holidays • Creative messaging: High tech and connected to other products • Tone: Silly, fun, festive, cute • Target: Home-owners, high-tech users
Galaxy Note: Making fun of iPhone • Creative messaging/ Look: The apple iPhones are out of date and have nothing new • Tone: Ironic, funny, nerdy, parody • Target: People who are frustrated with apple products
https://www.youtube.com/watch?v=rH-o5JqOXBM
https://www.youtube.com/watch?v=1rbQZAiIAZQ
7 For Internal Use Only - Qualcomm Technologies, Incorporated. All Rights Reserved.
Apple Corporate Overview
Business Description • Apple designs, manufactures, and markets mobile communication and media devices, personal computing products, and portable digital music players worldwide. Company Values (quote from CEO Tim Cook) • “We believe that we're on the face of the Earth to make great products, and that's not
changing. We're constantly focusing on innovating. We believe in the simple, not the complex. We believe that we need to own and control the primary technologies behind the products we make, and participate only in markets where we can make a significant contribution.”
Key Marketing Observation: • Apples Brand Identity is centered around their logo, new tagline “Bigger than bigger”.
Product/Service Being Advertised
Digital Creative • Consistent branded look and feel across products • Static digital placements, expansive global presence • Little ad copy, focus is on product design and features, uses new tag line “Bigger than
bigger” frequently • Banners are extremely simplistic, displays the new phone as being very sleek, minimal
text
Video Creative iPhone 6 and iPhone 6+ Duo / Huge • Creative messaging/ Look: New and sleek, cutting edge capabilities, • Tone: Almost mocking its competitors that ridicule the new iPhone, versatile, futuristic • Target: Loyal Apple customers iPhone 6 and 6+ w/ Justin Timberlake and Jimmy Fallon • Creative messaging/ Look: Same simplicity and user friendliness customers are use to, has
upgraded apps • Tone: Light-hearted, simple, • Target: Healthy active people, loyal Apple customers
iPhone 6 and 6 Plus iPad Air 2/iPad Mini 3
MacBook Air & MacBook Pro
https://www.youtube.com/watch?v=-ZrfXDeLBTU
https://www.youtube.com/watch?v=4_dddBsNeSE
8 For Internal Use Only - Qualcomm Technologies, Incorporated. All Rights Reserved.
LG Corporate Overview
Business Description • LG Electronics Inc., together with its subsidiaries, engages in the manufacture and sale of consumer
electronics, mobile communications, and home appliances under the LG name worldwide.
Company Values: • Great Company, Great People Marketing Tagline • The worlds first curved, sensible phone
Product/Service Being Advertised
Digital Creative LG launched a campaign, which highlights the new software features of its latest phone on the market, the LG G Flex • Digital banners focus more on the actual LG G Flex device than on it’s features • Banner have a rather simple design, show the unique shape of the LG G Flex, have lots
of calls to action
Video Creative LG G Flex - The Most Human Phone Ever • Creative messaging/ Look: The phone is like a person in your hand and fits so comfortably • Tone: Silly, entertaining • Target: Millennials LG G3 Product Trailer / Simple is the new Smart • Creative messaging/ Look: A preview of all the new features of the phone, a big unveiling of
the new phone design • Tone: Exciting, “Larger-the-life” • Target: Early adopters, people who want to have the cutting edge new technology
LG G Flex
https://www.youtube.com/watch?v=anJTo31NAfQ
https://www.youtube.com/watch?v=GhW0hkOET6A
9 For Internal Use Only - Qualcomm Technologies, Incorporated. All Rights Reserved.
Sony Corporate Overview
Business Description • A global telecommunications leader connecting over 1.3 billion people. Company Values: • Deliver Excellence • Work Together • Make a Difference • Act with Integrity and Work Ethically • Embrace Change • Be Open • Empower – yourself and others
Marketing Tagline • Don’t Settle for Good. Demand great.
Product/Service Being Advertised
Digital Creative Sony is using its master brand equity to reinforce its Xperia lines • With the exception of its waterproof feature, the Xperia lines do not promote features as
heavily as other smartphones • Banners have a very simple design, highlight the features of the Xperia, such as its water
resistance and battery life
Video Creative Xperia Z3 • Creative messaging/ Look: “Dont settle for good, Demand great.” Highlights underwater/ camera • Tone: Makes life seamless with all the applications/features of the phone, optimized, easy • Target: People who want to use their phone in all aspects of their life, photographers, active lifestyles
Xperia Z3 Commercial • Creative messaging/ Look: No voiceover, a sequence of shots featuring the phones newest
capabilities • Tone: Hip, modern, useful, efficient • Target: Smartphone users, active lifestyles
https://www.youtube.com/watch?v=DFM4DSJHs5w
https://www.youtube.com/watch?v=Or9dgtsRK-A
10 For Internal Use Only - Qualcomm Technologies, Incorporated. All Rights Reserved.
Lumia (Microsoft) Corporate Overview
Business Description • Nokia Corporation operates as a mobile communications company worldwide. It operates in three segments: Devices & Services, HERE, and Nokia Siemens Networks. Company Values: • Ideas. Energy. Excitement. Opportunities. In today's mobile world, it feels like anything is possible - and that's what inspires us to get out of bed every day.
Marketing Tagline • Connecting People • “Our goal is to build great mobile products that enable billions of people worldwide to enjoy more of what life has to offer.”
Product/Service Being Advertised
Digital Creative Highlights hardware features and Windows • Doesn’t mention processor • Banners place a heavy emphasis on its camera capabilities compared to other phone
features • Not much continuity in banner design
Video Creative Nokia Lumia 730 and 735 – Selfies • Creative messaging/ Look: Adventurous and creative people who like to share on social media • Tone: Young, fresh, hip • Target: Millennials, 12-19
Nokia Lumia 930 • Creative messaging/ Look: No voice over, images of the phones make-up and capabilities, detailed
design • Tone: Strong, interconnected phone, personalized seamless experience across devices • Target: Smartphone users, “free-thinkers” Lumia 1020
https://www.youtube.com/watch?v=vCPL17XyFKQ
https://www.youtube.com/watch?v=x7eMY45Fw0M
11 For Internal Use Only - Qualcomm Technologies, Incorporated. All Rights Reserved.
HTC Corporate Overview
Business Description • Designer and manufacturer of mobile devices.
Company Values: • Success Starts Where It Ends: With the Customer • Dedication to Experiential, Interactive Design • Innovation Through Collaboration • Empowering the Most Personal Experience • History of Firsts Marketing Tagline • “Quietly Brilliant” means HTC is innovative in unexpected ways • HTC One (M8): Everything your phone isn’t
Product/Service Being Advertised
Digital Creative • While primarily promoting its design, the HTC advertisements promote the camera while
leaving a lot of mystery to the new HTC One (M8) • The banners have a bold look, dont say much, leaves the viewer intrigued, displays the
metal exterior and the camera
Video Creative Siri vs. Cortana - Mirror, mirror • Creative messaging/ Look: Cortana and Siri are personified, Siri says what she can do and
Cortana “one-ups” her each time • Tone: Ironic, playful • Target: Phone users who are tired of iPhones simple features
HTC One (M8) - Go Ahead, Ask the Internet • Creative messaging/ Look: Phones for one-of-a-kind people, a dubious narrator not
explaining the phone at all, mysterious • Tone: Alluring, Intriguing, elusive • Target: Curious people who looking for latest products
HTC One (M8) https://www.youtube.com/watch?v=WHdYDNs0qq4
https://www.youtube.com/watch?v=Mqx4XzfswnY
12 For Internal Use Only - Qualcomm Technologies, Incorporated. All Rights Reserved.
Motorola Corporate Overview
Business Description • Designer and manufacturer of mobile devices.
Company Values: • Passion • Accountability • Innovation • Collaboration • Drive for success Marketing Tagline • Pure Style. Pure Performance • Their devices are the most customizable to the consumers that allow for the maximum about of
personalization to the costumers
Product/Service Being Advertised
Digital Creative • The Motorola ads feature the Moto X and focus on the unique style and design each
customer can create to personalized it • The banners are very simple and don’t get too much into the features of the Moto X • A wide verity of exterior designs for the Moto X
Video Creative Motto X - the Maker • Creative messaging/ Look: Consumer is able to create their own phone, be your own designer • Tone: Comical, individualized • Target: Creative consumers who like to personalize their possessions, “free-thinkers”
Motto X Lazy Phone Ad – Stars T.J. Miller • Creative messaging/ Look: Other phones are lazy, unorganized, and disruptive, personified through a
big, sloppy actor • Tone: Funny, just-opposed situation with Motto X and its competitor, Motto is superior • Target: Consumers who need phone that filter unimportant out messages updates, businessmen
Moto X
https://www.youtube.com/watch?v=j_V-tgfgwyU
https://www.youtube.com/watch?v=JSOWq8owTUQ
13 For Internal Use Only - Qualcomm Technologies, Incorporated. All Rights Reserved.
Blackberry Corporate Overview
. Business Description • Research In Motion Limited, doing business as BlackBerry, engages in the design,
manufacture, and marketing of wireless solutions worldwide.
Corporate Identity • RIM (Research in Motion) officially changed it’s name to “BlackBerry” in Q113
Company Values: • Idea-driven, Innovation, Collaboration, Sustainable Growth Current Campaign Tagline • “Work wide” “I don’t just use my BlackBerry for photos and downloads. I use it for real work”
Product/Service Being Advertised
Digital Creative • Rich display ads demo new product features • The banners are mostly black and white, nothing too flashy or exciting visually, most have
a call to action • Highlight the keyboard, large screen, and compatibility with operating systems
Video Creative Blackberry 10 • Creative messaging/ Look: Taking credit for inventing the smartphone, business-like, serious • Tone: sophisticated, innovative, inspiring, forward-facing • Target: Multi-taskers, business people
Blackberry Passport • Creative messaging/ Look: To be successful, you need to be able to collaborate quickly, confidence,
and move quickly • Tone: Serious, important, business-oriented • Target: Thought-leaders, people who are always “on-call”, business-people
Passport
Z10
https://www.youtube.com/watch?v=dY1ecfWT3GQ
https://www.youtube.com/watch?v=XnzLBn0TzBg
14 For Internal Use Only - Qualcomm Technologies, Incorporated. All Rights Reserved.
US OEMs Key Themes Creative Each of the OEMs push very similar ideas in their creative work • All the companies want to be seen as developing the most cutting-edge new devices • Many of the companies mock Apples new iPhone 6 line • Most of the devices feature the “superior” camera phone capabilities • Customization is a major selling point for many of the companies new devices • Almost all OEMs strongly push the unique exterior design of their devices
• Apple iPhone 6’s large screen, Sony Xperia Z3 waterproof body, LG’s G Flex curved shape, HTC’s all metal exterior, Blackberry’s physical keyboard, etc
15 For Internal Use Only - Qualcomm Technologies, Incorporated. All Rights Reserved.
US Competitive Set - Carriers
16 For Internal Use Only - Qualcomm Technologies, Incorporated. All Rights Reserved.
Verizon Corporate Overview
. Business Description • Verizon Wireless is an innovative wireless communications company that connects people and businesses with the most advanced wireless technology and service available. Company Values: • INTEGRITY • RESPECT • PERFORMANCE EXCELLENCE • ACCOUNTABILITY
Marketing Tagline • Connecting at the speed of life • Countless reasons, one choice. That’s Powerful. Verizon. • “Enables the convenience of mobile services when and where our customers want it.” Means that mobile services will be always be available as customers need it.
Product/Service Being Advertised
Digital Creative Verizon creative continues the theme of being connected while also conveying the message that they are the “powerful network” • While other carriers are trying to prove or communicate their upgraded networks, Verizon
very much takes the stance that they are the established network • The banners use the classic red and white brand colors, almost always have a call to
action, and provide some kind of special deal
Video Creative The Good More • Creative messaging/ Look: A family being excited to unwrap Verizon holiday gifts • Tone: lighthearted, family oriented, amusing • Target: Families, people who want the latest new gifts, families
More Everything Plan 2014 • Creative messaging/ Look: A sequence of messages and camera shots that show how
verizon beats out its competitors • Tone: Anticipating something, exciting • Target: Anyone looking to switch carriers
Fixed-line and mobile telephony, broadband and fixed-line internet services, digital television and network services
https://www.youtube.com/watch?v=XP3cyRRAfX0
https://www.youtube.com/watch?v=EwB7Dp7kl4Q
17 For Internal Use Only - Qualcomm Technologies, Incorporated. All Rights Reserved.
AT&T Corporate Overview
. Business Description • AT&T Inc. provides telecommunications services to consumers, businesses, and other providers in the United States and internationally
Company Values: • Deliver the future first • Build strong customer relationships • Unleash our human capabilities • Operate with integrity and trust
Marketing Tagline • Rethink possible • “It’s not complicated” refers to AT&T being the “nation’s fastest 4G network” and how it picking
the fastest network makes your decision making process simpler Product/Service Being Advertised
Digital Creative • Banner copy and CTA are mainly focused on deals and learning more • New digital coincides with video creative and the “More is better” tagline
• Creative tends to promote AT&T’s 4G network as being the largest and fastest
Video Creative 2014 Speech • Creative messaging/ Look: AT&T employees celebrating delivering the best LTE coverage • Tone: AT&T is accomplished, proud, celebratory • Target: Anyone whos considering changing their carrier, competitors customers frustrated
with coverage
James Van Der Beek 2014 Special Offer • Creative messaging/ Look: You don’t have to be a celebrity to get special treatment • Tone: Comical, playful • Target: Smartphone users
Fixed-line and mobile telephony, broadband and fixed-line internet services, and digital television
https://www.youtube.com/watch?v=Bh8PWFRhcu0
https://www.youtube.com/watch?v=cgCVvevTFFE
18 For Internal Use Only - Qualcomm Technologies, Incorporated. All Rights Reserved.
Sprint Corporate Overview
. Business Description • Sprint Nextel Corporation, through its subsidiaries, offers a range of wireless and wireline communications products and services to individual consumers, businesses, government subscribers, and resellers in the United States, Puerto Rico, and the U.S. Virgin Islands.
Company Values: • We are innovative. We are passionate. We are driven. We are accountable. We are partners. Marketing Tagline • Sprint is taking the stance that, while other carriers offer tiered data plans or “unlimited” data plans with hidden limitations, it really truly offers its subscribers unlimited data
• Truly Unlimited Data
Product/Service Being Advertised
Digital Creative Creative focuses on Sprint’s “Framily Plan” and on savings when consumers switch over to Sprint • Sprint also co-markets with the leading smartphones
Video Creative Cut Your Bill in Half • Creative messaging/ Look: AT&T and Verizon customers rip their bills in half and switch • Tone: Funny, Ironic, Rewarding • Target: Anyone whos considering changing their carrier
Sprint Framily Plan – Framily Dinner • Creative messaging/ Look: People from all backgrounds celebrating the Family plan • Tone: Funny, entertaining • Target: Anyone who wants to go in on a group phone service plan to save money
Wireless communications, IP Networking, Long distance calling
https://www.youtube.com/watch?v=9A2Cxhwn8eQ
https://www.youtube.com/watch?v=Rha3snFQaho
19 For Internal Use Only - Qualcomm Technologies, Incorporated. All Rights Reserved.
T-Mobile Corporate Overview
Business Description • T-Mobile US is the premier challenger in the U.S. wireless industry. It combines the leading value brands T-Mobile and MetroPCS, offering simplicity, unlimited data, and “no surprises” to its customers. Company Values: • Customer delight drives our action, I am T-Mobile – Count on me, Go big – Stay scrappy, Team together – Team apart, Respect and integrity guide our behavior, Best place to perform and grow
Marketing Tagline • The Simple Choice • The messaging will be about offering data plans that are simpler, more transparent, and cheaper
Product/Service Being Advertised
Digital Creative T-Mobile has launched a plan option called “Data Stash” • The “Data Stash” references T-Mobile’s new wireless plan and targets traditional carriers
that lock its consumers into contracts where the consumer has to pay for unused data • Introduces a free 7 day test drive of T-Mobile before purchasing a plan
Video Creative Keep it in your Data Stash • Creative messaging/ Look: Introduces “Data Stach” where unused data rolls forward • Tone: Exciting, rewarding • Target: Phone users who use high amounts of data FARMDALE Give It To Me Now • Creative messaging/ Look: Introduces a free 7 day test drive of T-Mobile on the iPhone 5s • Tone: Liberating, exciting • Target: Anyone whos considering changing their carrier
Wireless PDAs, Cellular telephones, tablets, mobile communications, DSL
https://www.youtube.com/watch?v=AUay-wiBCSc
https://www.youtube.com/watch?v=ygl8d2VCdHI
20 For Internal Use Only - Qualcomm Technologies, Incorporated. All Rights Reserved.
US Carriers Key Themes Creative All of the carriers tended to focus their advertising on their own plans as opposed to much in terms of co-marketing with device companies • All of the carriers try to differentiate themselves by their own unique plans and new
featured capabilities of their networks • Sprint and T-Mobile both do some co-marketing and make a point to have their own co-
marketing ads with the new iPhone 6
21 For Internal Use Only - Qualcomm Technologies, Incorporated. All Rights Reserved.
US Competitive Set – Semiconductor
22 For Internal Use Only - Qualcomm Technologies, Incorporated. All Rights Reserved.
Intel Corporate Overview
Business Description • Intel designs and manufactures advanced integrated digital technology platforms. Our platforms are used in a wide range of applications, such as PCs (including Ultrabook™, detachable, and convertible systems), servers, tablets, smartphones, automobiles, automated factory systems, and medical devices.
Company Values: • Mission Statement: This decade, we will create and extend computing technology to connect and enrich the lives of every person on earth. Marketing Tagline ““Look Inside” gets back to Intel’s heritage with the “Intel Inside” campaign. It asks consumers to look inside their devices and challenges them to consider how what is inside matters. It’s a strong strategic way to express the Intel brand promise of innovation.
Product/Service Being Advertised
Digital Creative Banner creative is slowly beginning to include use of mobile devices. • Either generic or unrecognizable tablet devices • All of the banners are consistent in their set-up and color scheme and always have a call
to action • The copy is directionless and the messaging is all over the place
Video Creative Rewind Regret 2014 • Creative messaging/ Look: A customer rewinds his day to go back and purchse the Intel
phone • Tone: awe-inspiring, entertaining • Target: Customers who are unhappy with their current phones Intel Airplane – Jim Parsons • Creative messaging/ Look: Jim Parsons explains how amazing Intels innovations are • Tone: Comical, entertaining • Target: Peope intersted in purchasing a new phone
Intel 22460 https://www.youtube.com/watch?v=nRWkdKumRho
https://www.youtube.com/watch?v=otTVJiBmKHg
23 For Internal Use Only - Qualcomm Technologies, Incorporated. All Rights Reserved.
MediaTek Corporate Overview
. Business Description • A fabless semiconductor company that provides system-on-chip solutions for wireless communications
Company Vision: • MediaTek strives to be a global operation and technology leading company enabling customer success with the most innovative products and services Mission Statement • Enhance and enrich everyone’s life
Product/Service Being Advertised
Digital Creative
Video Creative Umi Zerp – MediaTek Ad • Creative messaging/ Look: Displays the features of the cutting edge new MetdiaTek
powered phone • Tone: Exciting, techy • Target: Customers who are interested in whats powering their phone
MediaTek MT6795
N/A
https://www.youtube.com/watch?v=yQjPCgEmI_w
24 For Internal Use Only - Qualcomm Technologies, Incorporated. All Rights Reserved.
China Competitive
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China Competitive Set OEMs, retailers, and semiconductor companies
26 For Internal Use Only - Qualcomm Technologies, Incorporated. All Rights Reserved.
China Over-Arching Themes All OEMs Advertising Claims
Sleek phone body
Superior camera
Unique design
Fast network speed
27 For Internal Use Only - Qualcomm Technologies, Incorporated. All Rights Reserved.
China Competitive Set - OEMs & Carriers
28 For Internal Use Only - Qualcomm Technologies, Incorporated. All Rights Reserved.
Xaiomi Corporate Overview
Business Description • Xiaomi Corporation, established in April 2010, focuses on the research and development of high-end smart phones. The core business of the company is formed by the Mi phones, the MIUI Android Skin, group messaging app Miliao, Mi.com, Mi Box, Mi TV and MI WIFI. Marketing Tagline • Just for fans., Always believe that something wonderful is about to happen. Main Marketing Method: • Hungry Marketing, Fans Marketing Targeted audience: more young men • Pursuit for latest and high level technology • Can’t afford too much money • Change devices Frequently • Heavy social and ecommerce users
Product/Service Being Advertised
Digital Creative Xiaomi focuses on promoting its cost performance • Would like to cooperate with carriers, ecommerce platforms to do advertising and sales
promotion • Red and white are their favorite colors • Like imitating Apple and begin to promote its design and processes.
Video Creative Xiaomi focuses on promoting its software features • Xiaomi likes advertising its products with fashion models or just create a simple video to promote its
design and craft art. MI Note: • Creative messaging: High tech and good look • Tone: fashionable, stylish • Target: high-tech users Introducing the Mi 4: The Fastest, Most Gorgeous Mi Phone Ever • Creative messaging: wonderful design and remarkable craft art • Tone: composed, mature, gorgeous • Target: people who look for inexpensive, high tech device with good design
Mi Note Mi 4 Mi 5 Mi Note pro
Will launch in 2015
https://www.youtube.com/watch?v=zU1LIcXJPN4
https://www.youtube.com/watch?v=Sm7IjQWqs10
29 For Internal Use Only - Qualcomm Technologies, Incorporated. All Rights Reserved.
Oppo Corporate Overview
Business Description • Since entering the mobile market in 2008, OPPO have been restless in our pursuit of the latest technology, the highest quality and the most user friendly products. Brand & Main Products of headsets: • OPPO N* Series: OPPO N3 (wonderful shooting capability) • OPPO R* Series: OPPO R5 (slim with good looking) • OPPO Find * Series: OPPO Find 7 (flagship device, integrated with leading edge high tech) Marketing Tagline • “至美”:the most beautiful • “所品不凡”: wonderful quality offered by heart • “科技”:apply technology creatively and innovatively Main Marketing Method: Sponsor popular sport and entertainment program, celebrity effect Targeted audience: more young female • OPPO N* Series: people who need remarkable shoot capability • OPPO R* Series: people who go after fashion and beauty • OPPO Find* Series: young people who’s full of creative and exploring spirit
Product/Service Being Advertised
Digital Creative • Highlight product main feature and price • Link to ecommerce platform directly • Simple and neat design with few words
Video Creative No Need to Bend Over Backwards - OPPO N3 • Creative messaging/ Look: innovation camera, leading fashion and techie • Tone: Funny, vivid and easily understandable • Target: Photography lover The R5 - Does it SMASH? • Creative messaging/ Look: highlight slim design and good quality by several truly testing stories • Tone: Funny, enjoyable, convictive • Target: Yound girls who like light and beatuful smartphones
OPPO N3 OPPO R5 OPPO FIND 7 OPPO U3
https://www.youtube.com/watch?v=iBHUEXxlQCY
https://www.youtube.com/watch?v=Ah0A_0cDPpU
30 For Internal Use Only - Qualcomm Technologies, Incorporated. All Rights Reserved.
Vivo Corporate Overview
Business Description • vivo specializes in creating intelligent user-friendly products with exceptional sound quality and a trendy appearance for a young, fashionable customer base. Creating new surprises and pursuing excellence are hallmarks of the vivo brand. They would like to do right things and do them well, and stay on the track along the way. Business Target • Growing robust to be a first-rate corporation in the world for long. Marketing Tagline • “乐享极智”:Dream life Main Marketing Method: • Sponsor popular sport and entertainment program, even charity activities Targeted audience: more young female • vivo X Series: who like slim design • vivo Xplay Series: who like watching video or listening music • vivo Xshot Series: who like shooting • vivo Y Series: vivo Y29 (for young student, most of them are girls, don’t care configuration )
Product/Service Being Advertised
Digital Creative • Simple and white background • Highlight product feature with several words • Add QR code at banner, link to social platforms
Video Creative vivo X5 Max • Creative messaging/ Look: a well-made smartphone with thin device body • Tone: Metallic, rhythmic • Target: Young girls who like thin and beautiful smartphone
VIVO xShot – brave love • Creative messaging/ Look: a micro movie implanted with vivo shooting features, severl mini stories full
of love • Tone: Soft, warm, full of love • Target: People who like recording daily life by smartphone shooting
vivo X5 max vivo Xplay3S vivo Xshot flagship vivo Y27
https://www.youtube.com/watch?v=lC5Su9Zo8gU
https://www.youtube.com/watch?v=Nx63-hMzIl8
31 For Internal Use Only - Qualcomm Technologies, Incorporated. All Rights Reserved.
Lenovo Corporate Overview
Business Description • Lenovo is one of the world's leading personal technology companies, producing innovative PCs and mobile internet devices. A global Fortune 500 company, Lenovo is the world's largest PC vendor and fourth largest smartphone company. Company Culture: • We do what we say and we own what we do. Brand & Main Products of headsets (2015): • Lenovo VIBE series: flagship smartphone, distribute with all channels • Lenovo A series: provide for main carriers • Lenovo K series: cheap price, sell online Brand positioning: • Fast tech, fast fashion (targeted) Main Marketing Method: • Rely on traditional carrier channel, begin to focus on online channel • Invite celebrity, such as Kobe Bryant
Product/Service Being Advertised
Digital Creative Lenovo prefers highlighting 4G due to its main partner are carriers, e.g. China Mobile. • Lenovo would like to list product features as many as possible for its low tier headsets. • No unified background color and layout, a little disordered.
Video Creative Lenovo A6000
• Creative messaging/ Look: main display specific audio feature related to music/multimedia • Tone: Dynamic melody, energetic, young • Target: Young girls who like listening to music or watch multimedia by smartphone
Lenovo vibe Z2 pro • Creative messaging/ Look: present main selling points in detail to show Z2 pro is a good device with
maximum performance • Tone: Metallic, class-leading • Target: High end businessmen
Lenovo K3 Lenovo VIBE Z2
https://www.youtube.com/watch?v=IbKCG5gW6hI
https://www.youtube.com/watch?v=LwmvrHgFHdk
32 For Internal Use Only - Qualcomm Technologies, Incorporated. All Rights Reserved.
Huawei Corporate Overview
Business Description • Headquartered in Shenzhen, China, Huawei is a 100 percent employee-owned private company. It has offices and research facilities in 100 nations spanning every continent. Huawei has established end-to-end advantages in telecom networks, devices and cloud computing. It is committed to creating maximum value for telecom operators, enterprises and consumers by providing competitive solutions and services. Vision & Mission • insisted on customer centricity, creating long-term values and bringing customers success. Marketing Tagline • “以行践言”:Make it possible (Huawei Ascend series) • “勇敢做自己”:Be yourself bravely (honor series) Main Marketing Method: • Hungry Marketing, Crossover Marketing, Sport sponsor Targeted audience: • Huawei Ascend: have a dream and work hard to realize it (high level smartphone users) • Honor: cool, rational communitarianism, individual (for young person, heavy Internet users)
Product/Service Being Advertised
Digital Creative Highlights its own processor Kirin with fast network capability Cat6 • Mention a lifestyle in the creative idea, such as “Live once, live life” (Mate7), “Be yourself
bravely” (Honor 6 plus)
Video Creative Huawei Honor 6 plus – official introduction • Creative messaging/ Look: Display its outstanding dual cameras by comparing with sharp eyes of an
owl • Tone: Vivid comparison with strong rhythm • Target: Cutting edge users with high shooting needs.
Huawei Honor 6 plus – Huawei Honor 6 Plus: How The Dual Cameras Work • Creative messaging/ Look: explain how dual cameras works by a mini science video • Tone: Professional • Target: High/leading tech fans
Huawei Mate7 Huawei P7 Honor 6 Plus
https://www.youtube.com/watch?v=uBHihNBmMx4
https://www.youtube.com/watch?v=gfuCWlrX0K4
33 For Internal Use Only - Qualcomm Technologies, Incorporated. All Rights Reserved.
ZTE /Nubia Corporate Overview
Business Description • ZTE’s technology is deployed by leading international operators and Fortune-500 enterprises globally. The company is the world’s fourth-largest handset maker, offering stylish and intelligent devices for consumers around the world. Business Vision • ZTE aims to be a global communications leader, which provides the clients worldwide with satisfying and
customized products and services. Marketing Tagline • 发现、创造、无限: discovery, creative, unlimited (Nubia) Main Marketing Method: • Activity sponsor • Co-marketing with main carriers • Nubia Z5 mini (promote by the first lady Peng Liyuan) Targeted audience: • Nubia plan to target high end users, but its products are similar with ZTE, although they are two different brands. • ZTE: better cost performance and high quality
Product/Service Being Advertised
Digital Creative • ZTE/Nubia prefer light color background with neat core copy. • ZTE/Nubia highlight their selling points vividly on the screen
Video Creative ZTE Star 2 – escape plan • Creative messaging/ Look: a micro action movie, implant ZTE VOICE control funtion • Tone: Shocking, intense, exciting, a little funny at the end • Target: Phone users who would like to free his hand Nubia Z7 • Creative messaging/ Look: simple introduce product feature in detail • Tone: Dynamic • Target: People who like using the camera frequently and listeing to music
Nubia Z7 Nubia X6 ZTE Star2
https://www.youtube.com/watch?v=5LWcHHf7HzM
https://www.youtube.com/watch?v=lTTm8SapxhQ
34 For Internal Use Only - Qualcomm Technologies, Incorporated. All Rights Reserved.
Coolpad/Dazen/Ivvi Corporate Overview
Business Description • Founded in 1993,one of the first manufacturers focused on Smartphone research and sales. Closely cooperate with carriers to provide innovative, differentiated and high-quality solutions. Business Vision • Become a global leader in wirelessdata terminal Marketing Tagline • Coolpad: live smart • Dazen: “神自不凡,我信仰自己” Dare+ Zenith • ivvi: “做更好的自己” be better yourself Main Marketing Method: • Crossover Marketing, Experience Marketing, Social Marketing Targeted audience: • Coolplad: users who buy phone from carriers • Dazen: online buyers • ivvi: open market buyers, for young persons
Product/Service Being Advertised
Digital Creative • Coolpad/Dazen would like to highlight 4G in the digital banner, which meets their
business target. • Banners are very neat and clear. • Highlight both logo when do co-marketing.
Video Creative Dazen X7 • Creative messaging/ Look: Display produce process of smartphone, showing out good design and
craft art. • Tone: Visually shocking, dark color, low-key luxury • Target: People who like smartphone with good design Coolpad ivvi • Creative messaging/ Look: simply introduce product feature in detail, background music is dynamic
and fashionable • Tone: Dynamic, youthful • Target: Young girls & boys
Dazen X7 Coolpad K1 (ivvi) Coolpad 8730L
https://www.youtube.com/watch?v=OBW_OFN_PlM
https://www.youtube.com/watch?v=mh1N7R2iJEM
35 For Internal Use Only - Qualcomm Technologies, Incorporated. All Rights Reserved.
China OEMs Key Themes Creative Each of the OEMs push very similar ideas in their creative work • All the companies want to show that their device has good design and good quality • Some of OEM do co-marketing with carrier and ecommerce platforms, so they also highlight 4G and price • Some of OEMs would like to move and impress consumers by slogan of lifestyle or thought • Some OEMs prefer implanted device in a story, while others introduce their smartphone like a documentary • Music, slim body, good camera, fast network speed, good design are main product features • Most of them prefer neat and clear layout with light background color. • Most of them are good at background music, which make video viewer very comfortable.
36 For Internal Use Only - Qualcomm Technologies, Incorporated. All Rights Reserved.
HiSilicon Corporate Overview
Business Description • HiSilicon Technologies Co., Ltd. was established in October 2004. Her former wasASIC Design Center of Huawei Technologies,. HiSilicon provides ASICs and solutions for communication network and digital media. She has already released the SoC and solution for network surveillance, videophone, DVB and IPTV.
Company Values: • Provide high quality chip solutions with good services and quick response to customers' request. Marketing Tagline • New benchmark in industry • Behind the fastest chip in the world we have seen
Product/Service Being Advertised
Digital Creative Introduce processor by NPD device. • Highlight core amount, no matter which level the processor is • Highlight network capability when promote high-end processor, such as Kirin 925 in
Mate7 • Highlight processor bits when promote mid level processor, such as Kirin 620 in Honor
4X
Video Creative Honor 6 • Creative messaging/ Look: display product details to present good quality, draw forth tagline
“blossoming at this moment” • Tone: dynamic, modern, simple, “honorable” • Target: people who like device with high cost performance; people who support “China Chip” Introducing the Huawei HiSilicon Kirin 925 Processor • Creative messaging/ Look: interview internal professor to introduce processor. • Tone: Professional, positive • Target: Peope intersted in Huawei/Honor device
https://www.youtube.com/watch?v=yRTOJARTCBk
https://www.youtube.com/watch?v=4yYw2--jOx8
37 For Internal Use Only - Qualcomm Technologies, Incorporated. All Rights Reserved.
Appendix
38 For Internal Use Only - Qualcomm Technologies, Incorporated. All Rights Reserved.
Additional Creative US Video Creative Samsung: Next Big thing S5 • Creative messaging/ Look: A phone that can do a wide variety of new things, better than an
iPhone, on the cutting-edge of health tracking • Tone: Hip, exciting, premium, fresh • Target: Millennials, early adopters, physically active people Sony: Sony Xperia Z3 • Creative messaging/ Look: You can take the phone anywhere and create amazing photos/videos, • Tone: Surreal, unique • Target: People who like to connect their phone to other hardware, photographers, active lifestyles
Lumia: Nokia 920 – Wedding First • Creative messaging/ Look: Wedding attendees are making fun of each others phones • Tone: Sarcastic, funny, • Target: Smartphone users
HTC: HTC One M8 Commercial • Creative messaging/ Look: Has features not available to other phones, “See it. Feel it.” • Tone: This is the new “big thing”, is completely different from other phones • Target: People who want something different
https://www.youtube.com/watch?v=V_gGAPOZbFA
https://www.youtube.com/watch?v=x9aDM9XIcu4
https://www.youtube.com/watch?v=EkzUAcRnfAw
https://www.youtube.com/watch?v=nRV76VbTq-8
39 For Internal Use Only - Qualcomm Technologies, Incorporated. All Rights Reserved.
Additional Creative US Video Creative Motorola: Choose the New Motto X • Creative messaging/ Look: Perfectly fits into owners life, highly personalized, aware of
surroundings • Tone: Unique, funky, makes your life easier, highly adaptable • Target: People who want to simplify their life and make the most of it BlackBerry: Blackberry Classic • Creative messaging/ Look: The original first smartphone, an upgrade on the classic • Tone: Cutting edge, bold • Target: People who are looking for a premium product, loyal BlackBerry customers
AT&T: CFB Legends “Trophies” • Creative messaging/ Look: a group of previous football champions brag about their awards • Tone: Satirical, competitive • Target: Anyone whos considering changing their carrier
https://www.youtube.com/watch?v=PUX1kIc1mDk
https://www.youtube.com/watch?v=ihxv6gve2Js
https://www.youtube.com/watch?v=OAyFKBaZxmY
40 For Internal Use Only - Qualcomm Technologies, Incorporated. All Rights Reserved.
Additional Creative US Video Creative Sprint: Screaming Goats • Creative messaging/ Look: Jesting that AT&T and Verizon lose their mind when discovering
Sprints Family Plan • Tone: Comical. Outlandish • Target: Families who want lower phone service bills T-Mobile: T-Mobile Wi-Fi Calling • Creative messaging/ Look: Introduces itself as the first network to provide the new Wi-Fi
calling service • Tone: Novel, Creative, Innovative • Target: Smartphone users
Intel: RealSense - Wedding – Jim Parsons • Creative messaging/ Look: Jim Parsons explans the new realsense post photo focusing
feature • Tone: Funny, ironic, uncomfortable in an entertaining way • Target: People who use their camera phones frequently or want the best camera phones
https://www.youtube.com/watch?v=bXNOsMXnLCs
https://www.youtube.com/watch?v=4ygMgT-XBbA
https://www.youtube.com/watch?v=9A2Cxhwn8eQ
41 For Internal Use Only - Qualcomm Technologies, Incorporated. All Rights Reserved.
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© 2013 Qualcomm Technologies, Inc. All rights reserved. Qualcomm, Snapdragon, and Gobi are trademarks of Qualcomm Incorporated, registered in the United States and other countries. Trademarks of Qualcomm Incorporated are used with permission. Other products and brand names may be trademarks or registered trademarks of their respective owners.
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Thank you All data and information contained in or disclosed by this document is confidential and proprietary information of Qualcomm Technologies, Incorporated and all rights therein are expressly reserved. By accepting this material the recipient agrees that this material and the information contained therein is to be held in confidence and in trust and will not be used, copied, reproduced in whole or in part, nor its contents revealed in any manner to others without the express written permission of Qualcomm Technologies, Incorporated.
© 2013 Qualcomm Technologies, Inc. All rights reserved. Qualcomm, Snapdragon, and Gobi are trademarks of Qualcomm Incorporated, registered in the United States and other countries. Trademarks of Qualcomm Incorporated are used with permission. Other products and brand names may be trademarks or registered trademarks of their respective owners.
QUALCOMM Technologies, Incorporated, 5775 Morehouse Drive, San Diego, CA 92121-1714
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