US and China Competitive 022615

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


US Competitive Set OEMs, Retailers, and Semiconductor Companies


US Competitive Set - OEMs


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


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


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”.


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


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


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


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.


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


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.”


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


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


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


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


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


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”


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


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


US Competitive Set - Carriers


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.


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


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


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


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


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


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


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


US Competitive Set – Semiconductor


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.


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


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


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


China Competitive


China Competitive Set OEMs, retailers, and semiconductor companies


China Over-Arching Themes All OEMs Advertising Claims

Sleek phone body

Superior camera

Unique design

Fast network speed


China Competitive Set - OEMs & Carriers


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


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


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


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


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 )


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


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


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


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)


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


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


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


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


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


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.


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


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


Appendix


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


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


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


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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.

QUALCOMM Technologies, Incorporated, 5775 Morehouse Drive, San Diego, CA 92121-1714

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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US and China Competitive 022615