Compliance Project Presentation

 

Strategy Analysis

Mr. Tanakom Muangsakul

•  SIIT TU •  THAICOM

Trainee (CRM)

•  Suansunandha School

Project Manager

Mr. Chayut Bhamornsuwan

•  SIIT TU •  PTTICT

Trainee (Information Security)

•  Yothinburana School

Complier

Mr. Jinnawat Pinchai

•  SIIT TU •  Suankurab •  Apache

Junction Highschool

Marketing Analysis

Mr. Chattanon Saekow

•  SIIT TU •  Saint Thomas

Colledge

CONSULTING TEAM

IT Management

Mr.Thesis Denchartphan

•  SIIT TU •  THAICOM

Trainee (CRM)

•  Suansunandha School

CONTENT 1) Background of ihere.tv

2) Business planning and analysis

3)  Strategic Planning – To indicated the direction of strategy

4) Strategic Organization - A strategy is important, but the process of developing strategy is even more important.

BACKGROUND of IHERE.TV

Ihere.tv is online media broadcasting along with social network that created and distributed the differentiation content for new generation

•  Pure play Business •  Advertising business revenue model •  B2B and B2C Business types. •  Mainly Differentiation Strategy. •  Born on Net •  First mover in Thailand

**Advertising business model is work well in the high viewer field.

Business analysis and planning

Web statistic Comparison

with other company

Analysis of ihere.tv Questionnaire

UIP: 12,429, USS: 17,783 PV: 54,774 (26/08/11) Average Visitor Time: 00:10:10 Enter from search engine to ihere.tv: 3,614 times

62%

38%

0% 50% 100%

SEX Female

Male

43%

36%

18%

4%

0% 10% 20% 30% 40% 50%

Primary School to Junior High

> Junior high school to Pre

bachelor's degree

> bachelor's degree

Education

41%

33%

16%

2%

0% 10% 20% 30% 40% 50%

12 to 17

18 to 23

24 to 35

36 to 55

Age

WEB STATISTIC

IHERE.TV’s STAT The statistic of unique IP, unique session and page views. (08/2010 to 07/2011)

Source: By Truehit.net

Comparison with other company

What is VOICE TV ? VOICE TV is one of the biggest online media broadcasting of Thailand

•  It creates and distributes contents, which inform, enrich, and inspire the new generation.

•  Contains different kind of contents e.g.. News, Politic, Entertainment, lifestyle and music.

Why VOICE TV? Ans They are precede us in many different ways so that is benefit for us to analyze the ihere.tv vulnerability.

 UIP: 12,429, USS: 17,783 PV: 54,774 (26/08/11)

Average Visitor Time: 00:10:10

Enter from search engine to ihere.tv: 3,614 times

UIP: 34,988 USS: 53,071 PV: 92,113 Average Visitor Time: 00:07:19

Enter from search engine to ihere.tv: 28,802 times

IHERE.TV Vs. VOICE.TV’s STAT

Traffic Rating = 6 - 7.5 is means approximately views 10,000 - 100,000 per day. Popularity Rating = 5 - 7.5 is means UIP (Unique IP) more than 1000 per day. Content Rating = 5 – 8 is means the content of website is quite good

(Measuring from Average Visit Time).

Traffic Rating = 6 - 7.5 is means approximately views 10,000 - 100,000 per day. Popularity Rating = 7.5 - 10 is means UIP (Unique IP) more than 10,000/day. Content Rating = 3 - 5 is means the content of website is quite good

(Measuring from Average Visit Time).

Better than Ihere Lower than Ihere

IHERE.TV Vs. VOICE.TV’s STAT

Using the Monthly  

The comparison of monthly unique IP and page views (08/2010 to 07/2011).

Source :By Truehit.net

IHERE.TV Vs. VOICE.TV’s STAT

ANALYSIS OF IHERE.TV To complied the in formation and its strategic

Market segmentation

Target Marketing

Market position

SWOT analysis

Business opportunities

Trend Analysis

PEST Analysis

Marketing Plan

MARKET SEGMENTATION Geographic:

As we see that today Internet speed is support to the social media content such as hi-speed Internet and 3G. Our target is people who live in hi-speed Internet area and also use smartphone. Demographic:

Age: Ihere TV content match with teenager within approximately 15-35 years old. Psychographic

•  Lifestyle: - Love to spend more time in an online world. - Have an opinion that the traditional TV is out date.

•  Social class: Middle class.(can spend for hi-speed internet or 3G) Behavioral People who always need new differentiation especially the entertainment media consumed. So more fresh of contents or never have before will make more interesting.

TARGET MARKETING •  Teenager and worker who need different variety media

channels such as mimic politic in different opinion but still have the benefit.

•  Suitable for people who need information but do not want too much serious.

•  Provide animation and design match with target group lifestyle such as animation.

MARKET POSITION

 Strength •  Ihere.tv is such a good place for people to stay update and online. It can give

you a convenient way to access the news via networking. •  Low cost for producing contents. •  Ihere.tv is on the right track of doing this kind of business as the trend of

people gather in online world is increasing. •  Have different kind of contents for customer to select

Weakness •  Amount of capital of Ihere.tv is not much like another big Free TV channel in

traditional world. Opportunities

•  Easy for today life. •  Customer can access the contents anytime they like. •  The rising of Internet user that bring more interesting for advertising of

another company on our site. Threats

•  The competition from other website can effect directly to the income of Ihere.tv

•  The online media broadcast channel like Ihere.tv is illegal in some countries.

SWOT ANALYSIS

BUSINESS OPPORTUNITY   Customer •  Trends: ihere.tv is catching up in nowadays trend that is an online

society trend. People spend more time in an online world.

•  Market: Online is become powerful and vast market in nowadays.

•  Reaching: Easy to reach to the customer and can reach directly to target group across the online society e.g. social network.

Competition •  We are leader in market share. •  First mover and product leader. •  We have customer loyalty that causes the competition hard to follow.

TREND ANALYSIS   Growing Of 3G or Hi-speed Internet and Mobile Device. From the growing up of 3G and mobile device in Thailand, this case will offer ihere.tv to be in the next step of Online TV broadcaster. As we can see that there are too many of company are introducing new generation of communication and portable device like Smartphone and Tablet. This situation is changing the world in to another face because people can get access to Internet easier. So, we have to catch the world if we want to be the leader by gives the user more comfortable. We may build mobile site that will let the user has more comfortable experience while watching our contents.

PEST ANALYSIS   1. Political

•  From getting stronger of Thai Cyber laws, the concentrate of contents will be the problems if we produce the contents that may harmful for social in the meaning of laws.

•  In other hand, stronger of cyber law will protect our site from being hacked by anonymous guys.

2. Economic •  Growing of business has direct effect on our income. The number of

organizer will increase or decrease is up to the situation of economic. We will in touch with it to maintain our revenue.

3. Social •  Globalization world is the main topic that why we have to develop our site

to be in the trend. •  The contents that we are going to present must be acceptable by the social.

Because our point is to be the leader of online broadcaster 4. Technology

•  Technology will help our customer to access our site easier. So, we have to in touch with it to implement and applied it in the right way to our site.

 Marketing plan 4Ps •  Product: The video clip use popular people or star so it easy to be

widespread in social. And quality of video clip is good. Interface of website ihere.tv is easy to use and more colorful so that is attractive the people to view website. And the name ihere.tv is ambiguous word so that easy to remember and more attractive the people. The content is about mimic politic, new style cooking, men lifestyle or making up for women.

•  Price: ihere.tv expects to maintain or lower price of their advertising service. •  Place: First, ihere.tv is place at social network (YouTube) then they established

their own website and also provide for mobile but less focus on. •  Promotion: always provide low cost for their advertising service and give high

effective.

Marketing Strategy Differentiation Strategies: maintain different product and always adjusted or additional design by their own style for sustainable and not easy to match. This will build brand loyalty.

MARKETING PLAN

CONCLUSION of QUESTIONNARE How do you know Ihere.tv ? Objective - is use as advertising indicator Result - peoples are mostly know from Social Network Conclusion - we will share advertising assets on other channel like TV or Radio Do you satisfy Ihere.tv ? Objective - is use as contents quality indicator Result - peoples are have positive thinking to our contents Conclusion - The result is telling us to keep the good quality and improve How about design of interface ? Objective - is use as indicator of how satisfy of user to the user interface Result - peoples are not good with today interface Conclusion - we have to pay more attention about easy using interface What about the Quality of video ? Objective - is help us to know what peoples think about video quality Result - the result is being in quite bad Conclusion - Because greater group of peoples, we have to improve the quality of video

CONSLUSIOB of QUESTIONNARE

Which way do you want to watch Ihere.tv ? Objective - is use as indicator to know the way that people is comfortable to subscribe us Result - peoples are mostly want to watch on internet Conclusion – we will focus on internet What do you think about to pay monthly for sms ? Objective - is use as predictor to guess the attention of people for sms Result - peoples are have quite positive to pay for monthly . Conclusion – Monthly SMS is a good way to gained more revenue but still has risky point What do you think about to pay for some souvenir ? Objective - is use as predictor to guess the attention of people for souvenir Result - peoples are have quite positive to pay for souvenir but some are not willing for Conclusion – Souvenir is a good way to gained more revenue but still has risky point

Problem&Solution analysis

Porter’s Five Force

Strategic Organization

Strategic Planning To indicated the direction of strategy

Problem -Incoming concern

-Difficult to bring attraction to new customers

-Customers hardly find suitable programs to watch

-Found that customers mostly would like to view Ihere.tv from the website and also on the mobile devices -People don’t trust Ihere.tv to do theirs personal transaction likes blogging

-Member users don’t know what the program will be shown next from ihere.tv website

-Quality of broadcast streaming video and voice isn’t at the good standard level

-Unhappy members can switch his/her attention to other new-comers broadcaster channel

Solution -Selling of souvenirs and also the subscription of SMS from Ihere.tv

-Focus on word of mouth marketing which is based on social network channel

-Develop AI that can help to suggest particular video to the member users

-Implement more technology into electronic devices such as Ipad, Iphone, PC Tablet. It’s reachable to online network. -The certificate of trust from government should be implement into website to make Ihere.tv more secure

-Programs schedule will be made up

-Many quality of broadcast streaming are available depend on the user’s internet connection

-Arranging of special event, playing game are ought to be considerable to maintain customer relationship.

PORTER’s FIVE FORCE - The threat of the entry of new competitors Because of this is low cost investment and good profit. There is many of new comer is going to challenge us

-Bargaining power of buyers Because of the rising up number of competitors, The buyers will have more chance to select the seller that most matching to their need - Bargaining power of Supplier The supplier is the source contents in our video and cause us the good result in selling advertisement -Rivalry Between Established Firm There are many of other competitor that have same target group as us. So, we have to analyze and improve our contents to lead them -Threat of substitute product The new comer that has analyze our business and fix our problem is the most dangerous substitute because of better product

Strategy Initiation

Strategy Formulation

Strategy Implementation

Strategy

Assessment

Strategic Organization A strategy is important, but the process of developing strategy is even more important.

Vision statement

The ihere.tv is produced the non-stop differentiation of media to protected and enhance its characters of the leader in funny online media channel and to locked in all Thai’s teenager for our brand loyalty.   Mission statement

To serve Thai’s teenager viewer the best quality of differentiation relax media with the up-to-date situation. Traditional perspective will not occur in ihere.tv.

VISION & MISSION

SCROPE OF STRATEGY

To enhancing business effectiveness in many possible aspects based on our competency and value proposition for effectiveness such as   •  Expanding its business opportunities based on trend. •  Creating more profits from alternative revenue model •  Wider range of product. •  Increasing the quality of product and service while production costs

increase slightly. •  Enhancing productivities of business process management. •  Develop the human factor to use technology more efficient and worthy.

By means of applying Information Technology and E-Commerce Technology   As First mover

Make first impression to customer and establish strong brand to lock-in customer and partner. But have to aware of second wave of competitor will eliminate though innovation

STRATEGY FORMULATION Separate to 3 strategies levels :

CORPORATE STRATEGY

FUNCTION STRATEGY

BUSINESS STRATEGY

CORPORATE STRATEGY A comprehensive strategy and indicates the overall strategy. And direction of the organization that Organization will develop into a particular direction. And to allocate resources to each unit of the organization.

BCG Model Portfolio Map

BUSINESS STRATEGY According to our business, the differentiation is our value position, mission and vision. So The “Differentiation Strategies” is suitable to ihere.tv to protect the character and brand loyalty.

Differentiation Strategy Objective: Incorporate differentiating features that cause buyers to prefer firm’s

product or service to brands of rivals. Key to Success: Find way to differentiation that creates value for buyer are not

easily matched or cheaply copied by rivals. Benefit: A product with unique. Appealing attributes allows a firm to

1) Command a premium price. 2) Increase unit sale. 3) Build brand loyalty.

Approach: 1) Rise the performance a buyer gets out of product.

2) Enhance buyer satisfaction in non-economic or intangible ways. 3) Compete on the basis of superior capability.

FUNCTION STRATEGY The functional strategy of a company is customized to a specific industry and is used to back up other corporate and business strategies.

•  Apply alternative business model •  Apply member the artificial intelligent or robot. •  Apply the advertising strategy •  Apply Mobile commerce •  Create the certainly on air schedule •  Services Strategy (SS) •  Special events •  Apply PPT concept for business model •  Apply Information Security and get the verify certificate

• Apply alternative business model

Subscription Model: Subscribe monthly for the SMS and MMS relax or comedy news (from the part of video’s content) and also content update recommend.

Merchant Model:

Revenue can be based on the sale of souvenir products and services as shop.ihere.tv. And also Apply electronic commerce payment system

The benefit •  Several ways of income.

• Apply member the artificial intelligent or robot.

Develop the AI that helps to suggest the match video to member according to the video that member have been viewed. The benefit •  To increase Time to live of viewer. •  To increase customer satisfaction.

• Apply the advertising strategy

From the statistic •  Enter from search engine to ihere.tv is 3,614 times

that is low when compare with •  Enter from search engine to Voicetv: 28,802 times.

According to our poll, we focus advertise on the social network.

• Apply Mobile commerce

According to the trend analysis, to catch up the growing of Mobile trend such as 3G-technology and tablet pc. 3.1) SMS relax news This plan is use for people who want to get update for news but don’t want to be serious. They have to register and pay for special contents 3.2) Mobile device support site We will make the site that comfortable with mobile device. People will get access to our site easier. 3.3) Create Mobile application that compatible with the tablet pc. For example Ipad, Galexytab and Blackberry playbook.

• Create the certainly on air schedule Most of contents of Ihere.tv are up to the situation

and have no schedule. To win the competitor, we have to crate the certainly on air schedule to satisfy the customer .

•  Services Strategy (SS)

Increase in Quality of products and service such as •  Quality of VDO and quality of production by apply new

technology.

But also have the alternative for all kind of Internet •  The viewers can choose VDOs quality according to their

satisfies. For example support 3G or lower quality internet.

•  Special events

We will have some special events for our fans to join. The events may be game or find the winner from video contest etc. and the prize will come from our sponsored, package of special contents, special souvenir contents. The main objective is to sustain the brand loyalty.

• Apply PPT concept for business model

PPT is people, process and Technology. Technology connect with the People by the “Human factor” that is mean to manage the people to use the technology effectively. And technology also support the process that emergence by the people.

• Apply Information Security and get the verify certificate (SSL)

According to the first strategy that apply new kind of business model that is merchant model, ihere.tv have to get the customer trust by gain some certificate such as Yes Verify by the government.

And the viewers can log in to write their own blog and

also make some payment so the information security is important.

WEBSITE SCAN for SECURITY VULNERABILITY Purpose of test : Security assurance and vulnerability report.

WEBSITE SCAN for SECURITY VULNERABILITY

RECOMMENDATION Verify the certificate validity period or regenerate the certificate.

IMPACT Privacy and confidentiality

WEBSITE SCAN for SECURITY VULNERABILITY

The benefits of using BIND acl to secure DNS zone transfers are: 1.  Restricting zone transfer to only permitted hosts READ MORE : http://www.sans.org/

RECOMMENDATION Restricting zone transfers with the use of BIND access control list

STRATEGY IMPLEMANTATION : Consist of 4 elements •  Resources Allocation

Allocate people, technology and process to the strategy. •  Adapt the structure of organization to support the strategy. •  Adapt the learning and growth of human factor  

Apply BMIS (Business management information sucurity) Model to our business management. To skilled and motivated people. BMIS is adapted from PPT (People,Process and Technology) by add the organization to the top of PPT. People have to adapt culture for same direction business alignment. And the organisation indicate the process and technology.

   

•  Strategy deployment

Distribute the strategy to organization. If the organization have established the mission statement but have no operation, the business will be waste. Because although the organization established the well business plan but have no operation in some part of organization the result will waste or not effect.

STRATEGY IMPLEMANTATION (cont.)

STRATEGY ASSESSMENT   Balance Scorecard BALANCE SCORECARD IS THE TOOL USE IN PROCESS ASSESSMENT AND HELPS TO CHANGE THE STRATEGY OF ORGANIZATION TO THE OPERATION PROCESS.

Show the relationship in one organization by using 4 variations.

We can define that good Financial Perspective will success by good vision on customer perspective and both of them must based on good internal perspective and good learning perspective.

  KPI is % of viewer changed.

Ba

lan

ce

Sc

ore

ca

rd

Objective Measurement Target Initial

Financial

Perspective

-Maximize Revenue

-Profitable Growth

-Manage Cost

-Income and

revenue growth

rate

-% Of reduced cost

20%

10%

Customer

Perspective

-Gaining more loyalty

-Increased customer

based

-% Increased of

site visitor

30% -Find advertising

channel

-Create special

events for customer

Internal

Business

Perspective

Business Growth

-Optimize revenue

-Differentiation of Core

Business

Customer Relation

-Customer Need

-Customer Background

Optimize Core

Business

-Cost Management

-Risk Management

-Quality Of Product

-% Of incoming

revenue

-Number of

Completed Event

-% from customer

survey

-% from customer

survey

-% of reduction

cost

-Problems fixing

hour

-% increased of

contents viewer

10%

1

50%

50%

10%

Maximum 2 hrs.

10% per contents

-Research on

Business

Management

-Customer survey

-Research on

Business

Management

-Problems Hotline

-Quality Control

Program

Learning

Perspective

-Increase teamwork skill

-Increase technology

skill

-Increase presenting skill

-Increase E-Business

knowledge

-Attending time of

staff

-Attending time

Of staff

-Score from

presenting

simulation test

-Score from test

20 hrs

1hrs / week

5/10 pts

5/10 pts

-Team Work Training

Program

-Technology

discussion program

-Presenting Training

Class Program

-E-Business Training

Class Program

BUSINESS GOAL ASSESSMENT (For ihere.tv)

Financial

Perspective

Provide a good return on investment of business investment

Manage business risk

Expanding its business opportunities based on trend.

Customer Perspective

Improve customer orientation and service

Offer competitive product and service

Establish service continuity and availability

Internal

Business

Perspective

Improve and maintain business process functionality

Lower process costs

Manage business change

Improve and maintain operational and staff productivity

Learning

Perspective

Manage product and business innovation

Acquire and maintain skilled and motivated people

Effe

ctively

Efficie

ncy

Com

plia

nce

Realistic

Ava

ilability