Post on 20-Jun-2015
Pioneer ConsultingAdrian Chao, John Kwan, Limit Pang
CURRENT CATEGORIES
• Pretty payment
• Identification
These two form the basic usage
CURRENT CATEGORIES
• Petty payment
• Identification
These two form the basic usage
New 3rd category: Lifestyle
• A personalized payment solution
• More incorporated functions
Organic LED
• Developed in 1975
• Flexible screen
• Paper-thin
• Lifetime of 5 years
• Consume 60-80% energy
• Low cost of production
Value proposition• Deliver more benefits for almost the same price
Pricing strategy• Penetration pricing
Branding strategy• Multi-brand approach (Dragon Fly)• Establish leadership in a new Smartcard category
八達通 OCTOPUS飛龍通 DragonFly
• Years 1 – 3 • Product development • Market research
• Year 4 – 5• Seek company partnerships• Testing
• Years 6 – 10 • Full implementation
Applications
– Lifestyle Category (Year 1 onwards)• Transportation information
– Train/flight arrival time– Time– Weather– Map Service
• Gaming
Applications
– Identification Category (Year 4 – 5)• Library card• Discount membership
Applications• E-PURSE FUNCTION
• 2- Dimensional Transaction (Year 2) Petty transaction between people
• Checking Balance (Year 1) Automatic acknowledgement
• Remote ordering (Year 3) Receiving menu; ordering food
Profits
• Premium on price of the device
Generations Strategy
1st G: Year 62nd G: Year 83rd G: Year 10
1
2 31
3
4
2
4
1 Advertising (Year 4 onwards)
Ways to Profit
• Commission fees (Year 4 onwards)• From business clients
• Ratio of dollar recharged• Per order-taking• Partnership fees
• From individual users• Per new function usage
Conclusion
• Core values
• Profitable initiative
• Change the lives of Hong Kong people